Description
With increasing consumer resistance to advertising, creating original content is of vital importance to today™s firms. Firms invest significant time and effort in creating rich digital media, such as photos and videos, to promote brand awareness. Although
Recommended Citation
Krijestorac, Haris; Garg, Rajiv; and Saar-Tsechansky, Maytal, "The Role of Personality in the Diffusion of Digital Media" (2018). ICIS 2018 Proceedings. 22.
https://aisel.aisnet.org/icis2018/datascience/Presentations/22
The Role of Personality in the Diffusion of Digital Media
With increasing consumer resistance to advertising, creating original content is of vital importance to today™s firms. Firms invest significant time and effort in creating rich digital media, such as photos and videos, to promote brand awareness. Although