Innovative Approaches to Influencer Marketing in Order to Reinforce Brand Values from a Long-term Perspective. Case: Arla master brand.
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URL
Journal Title
Journal ISSN
Volume Title
School of Business |
Master's thesis
Authors
Date
2019
Department
Major/Subject
Mcode
Degree programme
Marketing
Language
en
Pages
64+2
Series
Description
Thesis advisor
Falk, TomasKajalo, Sami
Keywords
influencer marketing, celebrity endorsement, online brand community, consumer motivation, hedonic motivation, utilitarian motivation, word-of-mouth, digital self