Co-creation vs. brandjacking : a case study on customer engagement on LinkedIn Tekijä Eskelinen, Kerttu, Kotila, Jussi

“…As customer engagement has become a popular topic within academics, the first objective of this thesis was to introduce the different forms of customer engagement as they have been studied in the past academic literature, from its positive forms, such as co-creation, lead users concept and user generated content to the negative extremes, such as brandjacking. …”
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