Consumer-to-Consumer Online Sharing of Co-Creative Advertising Campaigns
This thesis aims to increase understanding of what motivates consumer-to-consumer (C2C) sharing of co-creative advertising campaigns on social media platforms. Consumer use of the Internet has increased immensely, and affects organisations due to the growth of consumer-to-consumer interactions, such...
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| Language: | en |
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University of Canterbury. Marketing
2015
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| Online Access: | http://hdl.handle.net/10092/10817 |