Sökning: "Brand-Promoting User-Generated Content"
Hittade 1 uppsats innehållade orden Brand-Promoting User-Generated Content.
1. The Role of Influencers in Generating Customer-Based Brand Equity & Brand-Promoting User-Generated Content
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Purpose The purpose of this study is to examine influencer marketing’s effect on customer-based brand equity and customers’ willingness to post brand-promoting user-generated content. Methodology An integrative mixed method approach, with qualitative pre-study for scale development and a quantitative (n=222) main study, has been applied for testing the communication forms effect on the concepts. LÄS MER
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