Examining the performance of brand-extended thematic-content: The divergent impact of avid- and skim-reader groups
作者：
Highlights：
• Brand-extended thematic-content creates mutual benefits for readers and the brand.
• Skim reading on social media provides only limited and more fragile brand response.
• Reading frequency is central in affecting brand response for avid engagers.
• Enjoyable content may support avid reading over functional content.
摘要
•Brand-extended thematic-content creates mutual benefits for readers and the brand.•Skim reading on social media provides only limited and more fragile brand response.•Reading frequency is central in affecting brand response for avid engagers.•Enjoyable content may support avid reading over functional content.
论文关键词：Content marketing,Social media branding,Interaction frequency,Affect transfer,Uses and gratifications
论文评审过程：Received 21 October 2016, Revised 12 February 2017, Accepted 21 February 2017, Available online 22 February 2017, Version of Record 9 March 2017.
论文官网地址：https://doi.org/10.1016/j.chb.2017.02.052
