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Some of the material in is restricted to members of the community. By logging in, you may be able to gain additional access to certain collections or items. If you have questions about access or logging in, please use the form on the Contact Page.
This study examined the influence of User Generated Branding (UGB) on consumers’ attitudes and purchase intentions by comparing it to brand generated advertising on the world’s largest social media website: Facebook (eMarketer, 2016)....
Content Creation or Degree Completion: Exploring the Roles of Parasocial Relationships and Social Norms Theories on Understanding the Impact of Influencers on College Students' Retention
The aim of this study was to understand how Florida State University undergraduate students perceive their relationships with social media influencers and whether that is changing their intention to pursue their degrees. Six focus group...
Some of the material in is restricted to members of the community. By logging in, you may be able to gain additional access to certain collections or items. If you have questions about access or logging in, please use the form on the Contact Page.
