Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/22769| Author(s): | Bilro, R. G. Loureiro, S. M. C. Guerreiro, J. Raposo, D. |
| Date: | 2020 |
| Title: | How influencers and digital interaction can impact customer-brand relationship and engagement |
| Volume: | 2020 |
| Pages: | 465 - 467 |
| Event title: | 2020 Global Marketing Conference at Seoul |
| ISSN: | 1976-8699 |
| DOI (Digital Object Identifier): | 10.15444/GMC2020.04.06.03 |
| Keywords: | Influencer marketing YouTubers Customer-brand relationship Customer engagement |
| Abstract: | 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. |
| Peerreviewed: | yes |
| Access type: | Open Access |
| Appears in Collections: | BRU-CRI - Comunicações a conferências internacionais |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| conferenceobject_77147.pdf | Versão Editora | 203,92 kB | Adobe PDF | View/Open |
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