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Does the richness from online social media platforms affect the effectiveness of the advertising message of a product? : marketing through influencers

Herrera Martínez, R. (2017) Does the richness from online social media platforms affect the effectiveness of the advertising message of a product? : marketing through influencers.

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Abstract:This study aims to examine the different levels of richness in online social media platforms and furthermore, to study how this affects the persuasiveness when products that belong to high and low levels of involvement are endorsed using influencers.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/74158
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