Storytelling and social media as tools for brand recognition: The role of digital influencers
This dissertation’s main goal was to understand the effect storytelling and influencer marketing have on the consumers’ purchase intention, in a time when the connection between consumer and brand is extremely relevant. In recent times the internet came to change the way communication happens, these...
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| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2022
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| Texto completo: | http://hdl.handle.net/10071/24487 |
| País: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/24487 |