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

  • 언어ENG
  • URLhttps://db.koreascholar.com/Article/Detail/400791
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글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
초록

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.

목차
ABSTRACT
    Introduction
    Theoretical Development
    Research Design
    Results and conclusion
References
저자
  • 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)