Exploring individuals perception of non-sponsored branded user generated content, the affect on its use and the outcome of digital engagement on Instagram
With the rise of social media importance came the rise of the user and its role in the market. Users become actors, advisors, critiques, advocates and they reveal their nonsponsored branded voice. This study proposes an examination of the User Generated Content (UGC) and its influence on the social...
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| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2018
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| Texto completo: | http://hdl.handle.net/10071/16086 |
| País: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/16086 |