Social media: Empirical study on consumer behavior on brand trust towards consumer generated advertising

• Main Author: Ανδρικοπούλου, Αγγελική
• Other Authors: Θεοφανίδης, Φαίδων
• Format: Thesis
• Language: English
• Published: 2013
• Subjects: Social media; Consumer generated advertising; Μέσα κοινωνικής δικτύωσης; Διαφήμιση; Καταναλωτές; 658.834 3

This study examines the potential influence of consumer generated advertising on consumer’s trust in brands. In particular it focuses on consumer’s behavior before and after their exposure on consumer generated videos, which share their product experience (positive & negative). The study begin...