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Luxury brands and online consumer-generated content: dealing with the new lead of customers in brand perception
User-generated content – conteúdo gerado por usuários – cresceu consideravelmente na Internet nos cinco últimos anos, levando a grandes mudanças nas práticas de marketing. A força do e-word-of mouth, está aumentando e tem ...
OMG! Characterizing the role of emotions in the sharing of online commercial videos
Going viral' is seen by marketers as the new grail to reach large online communities. In this viral scene, videos have a special role, given their strong tendency to spread exponentially over the internet via social sharing. ...
The internationalization of the cosmetic retail industry: a history of success?
The retailing industry has increasingly become global over the past few decades, illustrating visually the internationalization of business in general. Many retailers are betting to expand their activities internationally ...