Sökning: "Desiree Fries"

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  1. 1. Covert online video marketing: A quantitative study of the possibilities and pitfalls of covert online video marketing

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Gabriella Fries; Desirée Hylander; [2013]
    Nyckelord :covert online video marketing; covert marketing; brand attitude; purchase intention; trustworthiness;

    Sammanfattning : Marketing that disguises the true source of a commercial message is often referred to as covert marketing. Online marketing videos that are uploaded by brands with the purpose of appearing to be made by fans/consumers have been identified; a phenomenon defined as covert online marketing videos (COMVs). LÄS MER