Sökning: "Brand-Promoting User-Generated Content"

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  1. 1. The Role of Influencers in Generating Customer-Based Brand Equity & Brand-Promoting User-Generated Content

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Andreas Lampeitl; Paulina Åberg; [2017]
    Nyckelord :Influencer Marketing; Paid Social Media Advertising; Brand Equity; Customer-Based Brand Equity; Brand Equity Dimensions; eWOM; Brand-Promoting User-Generated Content; Social Media; Instagram; Business and Economics;

    Sammanfattning : 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