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Upper echelon theory argues that:
User-generated Content
Content created and shared by consumers or end-users, often found on social media platforms, which can influence brand perception and engagement.
Expert Power
A form of power that is derived from possessing knowledge, skills, or expertise in a particular area, which others respect and value.
Legitimate Power
The authority or power that is recognized as lawful and is derived from a position of responsibility within a hierarchical organization.
Coercive Power
A form of authority that relies on the fear of negative results from failing to comply, often involving threats or punitive measures.
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