Understanding Brand Image from Consumer-generated Hashtags
Social media has emerged as a major hub of engagement between brands and consumers in recent years, and allows user-generated content to serve as a powerful means of encouraging communication between the sides. However, it is challenging to negotiate user-generated content owing to its lack of struc...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Korean Marketing Association
2020-10-01
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| Series: | Asia Marketing Journal |
| Subjects: | |
| Online Access: | https://amj.kma.re.kr/journal/vol22/iss3/4/ |