How much do you really like it: social networking sites' effectiveness as a communication channel for brands
The current research was motivated by the increasing brand adoption of Social Networking Sites, like Facebook in companies´ communication plans, combined with the few existing evidences towards their specific consequences for brands. Envisioning this research opportunity, the author has proposed a c...
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| Format: | doctoralThesis |
| Language: | eng |
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2015
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| Online Access: | http://hdl.handle.net/10071/9068 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/9068 |