FMCG brands’ use of Facebook: an exploratory content analysis of branded entertainment

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FMCG brands’ use of Facebook: an exploratory content analysis of branded entertainment

The effectiveness of traditional advertising is decreasing. With the emergence of the Internet and the increasing use of social networking sites, individuals and corporations tend to now communicate with others through social platforms. Corporations also conduct marketing strategies on social networ...

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Bibliographic Details
Main Author:	Ye, Zi-Xia
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2018
Subjects:	branded entertainment FMCG play theory Facebook brand profile pages content analysis
Online Access:	https://eprints.nottingham.ac.uk/53748/

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