Fouladi, Shayan; Ekhlassi, Amir; Sakhdari, Kamal - In: Qualitative Market Research: An International Journal 24 (2021) 3, pp. 396-419
Purpose: This paper aims to determine the affecting factors of the brand authenticity of startups in social media. Design/methodology/approach: Using a qualitative method based on a grounded theory approach, this research specifies and classifies the affecting factors of brand authenticity of...