How influencers and digital interaction can impact customer-brand relationship and engagement

Autor:	Bilro, R. G., Loureiro, S. M. C., Guerreiro, J., Raposo, D.
Jazyk:	angličtina
Rok vydání:	2020
Předmět:	5. Gender equality YouTubers Customer-brand relationship Customer engagement Influencer marketing Ciências Sociais::Economia e Gestão [Domínio/Área Científica]
Popis:	This research seeks to unveil how YouTube influencers and digital interaction can contribute to the process of customer-brand relationship and engagement. Based on in-depth interviews of female Youtubers devoted to the lifestyle categories, we aim to comprehend the engagement factors that influencers should rely on to promote engagement between their followers and the brands they advocate. info:eu-repo/semantics/publishedVersion
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::8a41736e7b4e55d310d5189e0ebfec57 https://hdl.handle.net/10071/22769 Zobrazit plný text záznamu