Roles of ambassadors and influencers in Dove’s co-development towards advancing social well-being

• Main Authors: Espenida, Ivanna Chantal A., Gallentes, Harriet Sheen B., Ontiveros, Cyrielle A., Tugade, Rina Rose G.
• Format: text
• Language: English
• Published: Animo Repository 2022
• Subjects: Internet marketing; Internet personalities; Brand choice; Consumers' preferences; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etdb_manorg/9; https://animorepository.dlsu.edu.ph/cgi/viewcontent.cgi?article=1015&context=etdb_manorg
• Institution: De La Salle University

With the changing trends in business, it is essential to understand how different actors involved in a campaign enable a brand’s objective. This study aims to understand how internal stakeholders of an advocacy campaign can produce a positive outcome to the external stakeholders’ social well-being o...