Contrast between youtubers and traditional celebrities: impact in brand awareness, purchase intention and brand loyalty
Social media platforms have been increasing in terms of usage and now, more than ever, consumers are using these type of websites as a way of receiving product information. Taking this into consideration, it has become strategic for brands to gain presence on these social sites as a way of connectin...
| Autor principal: | |
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| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2018
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| Assuntos: | |
| Texto completo: | http://hdl.handle.net/10071/15971 |
| País: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/15971 |