New insights on the importance of real-time marketing on building brand engagement and brand equity
User participation has been gaining more importance on the Web. Customers are now creators and engagers of content, through multiple platforms such as Social Media. Through User-Generated Content, they create content and are instigated to like, comment and share some posts. Recognizing the importanc...
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| Format: | masterThesis |
| Language: | eng |
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2020
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| Online Access: | http://hdl.handle.net/10071/20560 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/20560 |