Browsing BI Open by Author "Vargas, Jessica Mireya Alaniz"

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Does the Perception between Premium and Non-Premium Social Media Platforms Impact Brand Image in the Digital Era?

Vargas, Jessica Mireya Alaniz; Geliskhanova, Zalina (Master thesis, 2023)

The increasing relevance of social media (SoMe) for brand success has led marketers to focus on selecting appropriate social media platforms (SMPs) for their brand. Academic research, on the other hand, has studied SMPs ...