Brand communication on Instagram during the COVID-19 pandemic: the Portuguese context
Social media, based on user-generated content, connectivity, and participation, have become a new environment for brands to capture attention and build lasting relationships with customers and fans. Participating in these platforms demanded a paradigmatic shift in branding and brand communication, w...
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| Format: | conferencePaper |
| Language: | eng |
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2022
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| Online Access: | https://hdl.handle.net/1822/77611 |
| Country: | Portugal |
| Oai: | oai:repositorium.sdum.uminho.pt:1822/77611 |