Theoretical foundation in relevant fields of research
This chapter provides the theoretical foundation in relevant fields of research. Due to the fact that part of this study is exploratory and because it combines findings from brand research, media research and social media research, it is necessary to expand on the theoretical foundation of all fields. Chapter 3 will draw upon this theoretical foundation and concretises it when necessary.
KeywordsSocial Medium Social Networking Site Brand Image User Generate Content Brand Personality
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