Brand-Generated Content (BGC) and Consumer-Generated Advertising (CGA) on Instagram: The influence of Perceptions on Purchase Intention
Refi Salma Irelli (a), Rendra Chaerudin (b)
ab) School of Business and Management, Bandung Institute of Technology, Jl. Ganesha No. 10, Bandung, 40132, Indonesia
Abstract
Keywords: Consumer Perception, Brand-Generated Content, Consumer-Generated Advertising, Purchase Intention, Fashion Brand, Social Media
Topic: Management
Link: https://ifory.id/abstract/EJWhzgf8y4UD
Conference: International Conference on Economics, Business and Economic Education Science (ICEBEES 2019)
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