The role of brand authenticity on social media for Fashion e-Tailers
Brands increasingly use social media to interact with prospects and customers and communicate their distinctive attributes, in order to adequately position themselves in the marketplace. Meanwhile, consumers increasingly look for authenticity in products and brands, resorting to brand-related cues i...
| Main Author: | |
|---|---|
| Format: | masterThesis |
| Language: | eng |
| Published: |
2019
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/10400.14/26938 |
| Country: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/26938 |