Publicação

How influencers and digital interaction can impact customer-brand relationship and engagement

Detalhes bibliográficos
Resumo:	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.
Autores principais:	Bilro, R. G.
Outros Autores:	Loureiro, S. M. C.; Guerreiro, J.; Raposo, D.
Assunto:	Influencer marketing YouTubers Customer-brand relationship Customer engagement
Ano:	2020
País:	Portugal
Tipo de documento:	documento de conferência
Tipo de acesso:	acesso aberto
Instituição associada:	ISCTE
Idioma:	inglês
Origem:	Repositório ISCTE

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