Exploiting the impact of user-generated content on brand coolness and consumer brand engagement: A text-mining approach

This dissertation aims to comprehend the impact of deploying user-generated content (UGC) campaigns on consumers’ perceptions of brand coolness and consumer brand engagement. The trending concept of coolness in the beauty industry is studied through electronic word of mouth to understand if brands e...

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Bibliographic Details
Main Author: Serras, Sara Alexandra Lopes (author)
Format: masterThesis
Language:eng
Published: 2021
Subjects:
User-generated-content
Brand coolness
Consumer brand engagement
Beauty industry
Análise textual > Textual analysis
Conteúdo gerado pelo utilizador
Marca cool
Interações consumidor-marca
Indústria da beleza
Online Access:http://hdl.handle.net/10071/21840
Country:Portugal
Oai:oai:repositorio.iscte-iul.pt:10071/21840

Internet

http://hdl.handle.net/10071/21840

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