User generated content presenting brands on social media increases young adults’ purchase intention
| Autor: | Jörg Matthes, Sabine Einwiller, Brigitte Naderer, Mira Mayrhofer |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2019 |
| Předmět: |
Marketing
Branded content Communication 05 social sciences User-generated content 050801 communication & media studies Advertising covert advertising Social media persuasion knowledge 0508 media and communications ComputerApplications_GENERAL 0502 economics and business 050211 marketing Business InformationSystems_MISCELLANEOUS Content (Freudian dream analysis) disclosure |
| Popis: | On Facebook, companies not only actively spread branded content themselves, they also encourage users to do so. Hence, persuasive messages blend into the stream of content, making it increasingly d... |
| Databáze: | OpenAIRE |
| Externí odkaz: |
|