E-WOM as an asset of branded content strategies: A conceptual approach to the role of consumers in building brand equity
- Llorente-Barroso, C.
- Kolotouchkina, O.
- Ferreira, I.
Livre:
Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
ISBN: 9781668439715
Année de publication: 2023
Pages: 367-383
Type: Chapitre d'ouvrage