KOREASCHOLAR

HOW INFLUENCERS AND DIGITAL INTERACTION CAN IMPACT CUSTOMER-BRAND RELATIONSHIP AND ENGAGEMENT

Ricardo Godinho Bilro, Sandra Maria Correia Loureiro, João Guerreiro, David Raposo
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/400791
Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.465-467
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

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.

Table Content
ABSTRACT
    Introduction
    Theoretical Development
    Research Design
    Results and conclusion
References
Author
  • Ricardo Godinho Bilro(Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit(BRU-IUL), Portugal)
  • Sandra Maria Correia Loureiro(Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit(BRU-IUL), Portugal)
  • João Guerreiro(Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit(BRU-IUL), Portugal)
  • David Raposo(Instituto Universitário de Lisboa (ISCTE-IUL), Portugal)