Sökning: "Anne Gebhardt"

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  1. 1. The Impact of User Comments on Consumer Brand Attitude : An Empirical Study of Different Facebook User Groups

    Master-uppsats, Karlstads universitet/Handelshögskolan

    Författare :Jana Weerd; Anne Gebhardt; [2016]
    Nyckelord :Social Media; Brands; Brand Attitude; Brand Equity; Consumer-Brand Relationship; FGC; UGC; Digital Word-of-Mouth; Negative Comments;

    Sammanfattning : Social Media has become an increasingly important part of people’s everyday life. With the rise of social networks, brands have discovered ways to use this phenomenon to their advantage. LÄS MER