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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