eHT Explore

Start Over Area of Honors Advertising/Public Relations Keyword Advertising Keyword customer brand engagement Keyword marketer-generated content

Open Access

Author:: Miao, Jingnan
Title:: THE EFFECTIVENESS OF USER- AND MARKETER-GENERATED CONTENT
Area of Honors:: Advertising/Public Relations
Keywords:: Advertising
user-generated content
marketer-generated content
purchase intention
customer brand engagement
attitude towards brand
attitude towards ad
File:: Download Miao_Jingnan_UGCMGC.pdf
Thesis Supervisors:: Francis Erin Dardis, Thesis Supervisor
Francis Erin Dardis, Thesis Honors Advisor
Fuyuan Shen, Faculty Reader

Search