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HOW INFLUENCERS AND DIGITAL INTERACTION CAN IMPACT CUSTOMER-BRAND RELATIONSHIP AND ENGAGEMENT
Ricardo Godinho Bilro, Sandra Maria Correia Loureiro, João Guerreiro, David Raposo
- 언어ENG
- URLhttps://db.koreascholar.com/Article/Detail/400791
3,000원
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.
키워드
Influencer marketingYouTubersCustomer-brand relationshipCustomer Engagement
목차
ABSTRACT
Introduction
Theoretical Development
Research Design
Results and conclusion
References
Introduction
Theoretical Development
Research Design
Results and conclusion
References
저자
