The Effect of Advertainment toward The Affective Motivations of Online Customer Brand Engagement
Liu, Yen-Chun (2014) The Effect of Advertainment toward The Affective Motivations of Online Customer Brand Engagement. [Dissertation (University of Nottingham only)] (Unpublished)
In the marketing environment with fierce competition, the development of the social networking sites (SNS) leads to the customers’ willing to actively engage with the brands they like. The improving on customer brand engagement might cause the positive long-term relationship between customers and the brands. For attracting the awareness from customers, many organisations provide a myriad of advertainment campaign, which including images, music, stories, and interactive activities.
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