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Publication Detailed Description
2020 Global Marketing Conference at Seoul Proceedings
Year (definitive publication)
2020
Language
English
Country
Republic of Korea
More Information
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Abstract
This research seeks to unveil how YouTube influencers and digital interaction can
contribute to the process of customer-brand relationship and engagement. Based on
in-depth interviews of female Youtubers devoted to the lifestyle categories, we aim to
comprehend the engagement factors that influencers should rely on to promote
engagement between their followers and the brands they advocate.
Acknowledgements
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Keywords
Influencer marketing,YouTubers,Customer-brand relationship,Customer engagement
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
Funding Records
| Funding Reference | Funding Entity |
|---|---|
| UID/GES/00315/2013 | Fundação para a Ciência e a Tecnologia |
Contributions to the Sustainable Development Goals of the United Nations
With the objective to increase the research activity directed towards the achievement of the United Nations 2030 Sustainable Development Goals, the possibility of associating scientific publications with the Sustainable Development Goals is now available in Ciência-IUL. These are the Sustainable Development Goals identified by the author(s) for this publication. For more detailed information on the Sustainable Development Goals, click here.
