Essays about: "Emelie Cheng"
Found 1 essay containing the words Emelie Cheng.
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1. Game of Trust: Brand-generated content vs Consumer-generated advertising : A qualitative study of Arla Foods
University essay from Uppsala universitet/Företagsekonomiska institutionenAbstract : This thesis studies how trust in two different types of social media advertising, brand-generated content (BGC) and consumer-generated advertising (CGA), influence Millennials purchase intention towards brands in the fast-moving consumer goods (FMCG) industry. The phenomenon of CGA has caught researchers’ interest since it is believed to influence consumers’ purchase intention by affecting their trust in the advertising. READ MORE
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