Journal of Marketing, Volume 90, Issue 5, Page 187-204, September 2026.
Following trends on social media has become increasingly popular. But what is the best way to do so? Should brands and other creators copy the trend as closely as possible, or should they put a more unique spin on it? To answer this question, the authors …Journal of Marketing, Volume 90, Issue 5, Page 187-204, September 2026. <br/>Following trends on social media has become increasingly popular. But what is the best way to do so? Should brands and other creators copy the trend as closely as possible, or should they put a more unique spin on it? To answer this question, the authors … Read More