Power of employees on social media : examining the influences between brand-related user-generated content of Teknos brand on social media

Power of employees on social media examining the influences between brand-related user-generated content of Teknos brand on social media

The primary scope and aim of this thesis is to provide an overview of how customers and other external stakeholders perceive brand related and user-generated content on social media affecting their brand engagement and trust. Additionally, this thesis focuses on identifying what kind of advocates ar...

Täydet tiedot

Bibliografiset tiedot
Päätekijä: Pasanen, Merikke
Muut tekijät: Kauppakorkeakoulu, School of Business and Economics, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Aineistotyyppi: Pro gradu
Kieli:eng
Julkaistu: 2023
Aiheet:
brand advocate
brand advocacy program
employee engagement
Markkinointi
Marketing
20423
brändit
työntekijät
sosiaalinen media
markkinointiviestintä
brands
employees
social media
marketing communication
Linkit: https://jyx.jyu.fi/handle/123456789/87907

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