A brand-new world: brand-endorsers-users fit on social media

Volume: 32, Issue: 4, Pages: 472 - 486
Published: Nov 5, 2019
Abstract
Purpose The digital relationship between brand and users, and brand and endorsers has been analyzed from different angles. The purpose of this paper is to investigate how these three elements co-create online the brand personality of the firm, through user-generated content. Design/methodology/approach This study gathered data from the hotels’ websites, Facebook, Twitter and TripAdvisor accounts, examining the content posted by the hotel, by...
Paper Details
Title
A brand-new world: brand-endorsers-users fit on social media
Published Date
Nov 5, 2019
Journal
Volume
32
Issue
4
Pages
472 - 486
Citation AnalysisPro
  • Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
  • Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.