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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| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2021
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| Texto completo: | http://hdl.handle.net/10071/21840 |
| País: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/21840 |