How cool is to be engaged with Drunk Elephant? An analysis of usergenerated content campaigns on Instagram
This study aims to understand the effect of user-generated content (UGC) campaigns on consumers’ perceptions of brand coolness and its influence on consumer brand engagement. The trendy concept of coolness in the beauty industry is studied through UGC, assessing if brands encouraging consumers to po...
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| Other Authors: | , , , |
| Format: | conferenceObject |
| Language: | eng |
| Published: |
2022
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10071/26528 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/26528 |