E-WOM as an asset of branded content strategies: A conceptual approach to the role of consumers in building brand equity

  1. Llorente-Barroso, C.
  2. Kolotouchkina, O.
  3. Ferreira, I.
Libro:
Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape

ISBN: 9781668439715

Ano de publicación: 2023

Páxinas: 367-383

Tipo: Capítulo de libro

DOI: 10.4018/978-1-6684-3971-5.CH016 GOOGLE SCHOLAR
Fonte de datos: Scopus