| Title |
Vaizdo turinio įtaka vartotojų įsitraukimui į prekės ženklą socialinėje žiniasklaidoje / |
| Translation of Title |
The impact of visual content on consumer brand engagement in social media. |
| Authors |
Šiugždaitė, Aurelija |
| Full Text |
|
| Pages |
117 |
| Keywords [eng] |
visual content ; consumer brand engagement ; social media ; purchase intention |
| Abstract [eng] |
Content creation is the trigger of consumer engagement with brands and is becoming increasingly important as a digital marketing tool. Social media platforms enable businesses to participate directly with consumers and develop relationships that increase value for both consumers and brands. According to Statista (2017) social media is growing unstoppably and have already reached 2.49 billion unique users worldwide. However, a fast-paced technologies and rapidly changing consumer habits lead to the content creation and usage changes in social media. One of the main results of these changes is the popularity of visual content. |
| Dissertation Institution |
Kauno technologijos universitetas. |
| Type |
Master thesis |
| Language |
Lithuanian |
| Publication date |
2018 |
