Leveraging user generated content: A visual case analysis of Contiki’s brand co-creation campaign
A new area of customer engagement research which centers on the co-creation of brand content and brand meaning has emerged. Several researchers have highlighted the need for a more bottom up rather than top down approach to brand management is amplified because customer communication on social media...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Book Chapter |
| Language: | English |
| Published: |
Edward Elgar Publishing
2019
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| Online Access: | http://hdl.handle.net/20.500.11937/79995 |