The power of stories to connect with customers : digital storytelling as a communication marketing tool to engage with Millennials and its impact on the creation of value for firms
Nowadays, engaging with customers is a major challenge for any business. Millennials are known for their distinctive attitude towards brands, having proved to be an attractive target for many consumer industries, however, engaging with them is not an easy task, as they are more demanding towards bra...
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| Format: | masterThesis |
| Language: | eng |
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2019
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| Online Access: | http://hdl.handle.net/10400.14/26994 |
| Country: | Portugal |
| Oai: | oai:repositorio.ucp.pt:10400.14/26994 |