Drivers of cultural sector consumer’s positive word-of-mouth: the interplay of contente type and consumer engagement

Fantino, Ana Paula; BRANDAO, MARCELO; Sarcinelli, Arthur

EMAC 2026 Spring Conference

Drivers of cultural sector consumer’s positive word-of-mouth: the interplay of contente type and consumer engagement
(A2026-132560)

Published: June 5, 2026

AUTHORS

Ana Paula Fantino, Universidade Federal do Espírito Santo; MARCELO BRANDAO, Federal University of Esp�rito Santo; Arthur Sarcinelli, Lus�fona University

ABSTRACT

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EMAC 2026 Spring Conference

Drivers of cultural sector consumer’s positive word-of-mouth: the interplay of contente type and consumer engagement(A2026-132560)

Drivers of cultural sector consumer’s positive word-of-mouth: the interplay of contente type and consumer engagement
(A2026-132560)