Social media are playing an increasingly important role in the marketing strategies of many brands, as consumers now use social media to write reviews about the products they have purchased, create advertisements for brands and participate in the development of brands. Although consumers’ online brand endorsements are a widespread phenomenon, scientific knowledge about its drivers is scarce. The aim of Stefan Bernritter’s research is to identify and examine the workings and limits of three essential types of endorsement drivers: brand-related, identity-related and community-related drivers.
Date: February 18th 12:00 – 13:00
Supervisor: Prof. E.G. Smit
Co-supervisor: DR P.W.J. Verlegh
Oudezijds Voorburgwal 229 – 231 | 1012 EZ Amsterdam
+31 (0)20 525 2362