Consumer engagement with football brands on social media : what drives consumers to engage with FC Porto on social media?
Facebook, and recently Instagram, are established marketing tools that allow brands to connect and engage with their consumers at a level far beyond the reach of traditional offline marketing. To fine tune their messages on social media, brands need to know their consumers’ motivations to engage. Ho...
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| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2019
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| Texto completo: | http://hdl.handle.net/10400.14/27642 |
| País: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/27642 |