Examining user- and marketer-generated content and the marketing of athletic footwear via instagram
Marketing scholars and practitioners recognised the importance of effective manipulation of online information cues in affecting consumer behaviour on social media. This study investigates the effects of user-generated content (online consumer reviews) and marketer-generated content (online product...
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| Format: | Final Year Project |
| Language: | English |
| Published: |
2017
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| Online Access: | http://hdl.handle.net/10356/70081 |
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| Institution: | Nanyang Technological University |
| Language: | English |