UGC attributes and effects : implication for luxury brand advertising
Year of publication: |
2021
|
---|---|
Authors: | Yu, Jihye ; Ko, Eunju |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 40.2021, 6, p. 945-967
|
Subject: | eWOM | Experience marketing | Instagram | luxury brand | user-generated content | Luxusgüter | Luxury goods | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Markenführung | Brand management | Markenartikel | Brand | Werbewirkung | Advertising effects | Virales Marketing | Viral marketing | Social Web | Social web | Markenimage | Brand image |
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