Panditharathna, R; Fernando, N; Bamber, D; Ayertey, S.B; Gajanayake, R; Perera, R
(Faculty of Management Studies, Sabaragamuwa University of Sri Lanka, 2021-12-16)
Social media has transformed traditional unidirectional communication into multidirectional communication in which everyone can participate and engage actively. As a result, the firm-generated content (FCG) and user-generated ...