A GIM study found that high-quality firm-generated social media content drives brand engagement, while user-generated content ...

Study reveals user-generated content has no direct impact on brand engagement. Firm-generated content is key for building trust and loyalty.

In a world increasingly saturated with machine-generated imagery, illustration is having its moment of rebellion. I'm ...

So what are the bases for segmentation? While it is difficult to determine what will segment a market into different segments based on different benefit tradeoffs, there are some useful ways of ...