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Social media are playing an increasingly important role in the marketing strategies of many brands, as consumers now use social media to write reviews about the products they have purchased, create advertisements for brands and participate in the development of brands. Although consumers’ online brand endorsements are a widespread phenomenon, scientific knowledge about its drivers is scarce. The aim of Stefan Bernritter’s research is to identify and examine the workings and limits of three essential types of endorsement drivers: brand-related, identity-related and community-related drivers.

Event details of Consumer brand endorsements via social media
Date 18 February 2016
Time 12:00 -13:00
Location Agnietenkapel
Room Location

S.F. Bernritter: Examining Consumers’ Brand Endorsements on Social Media.

Supervisor

Prof. E.G. Smit

Co-supervisor

DR P.W.J. Verlegh

Agnietenkapel

Room Location

Oudezijds Voorburgwal 229 - 231
1012 EZ Amsterdam

Entrance

This event is open to the public.