THE MILLENNIALS LUXURY BRAND ENGAGEMENT ON SOCIAL MEDIA: A COMPARATIVE STUDY OF BRAZILIANS AND ITALIANS

Over the last decades, social media has become one of the most popular online activity among consumers worldwide, leading companies to adapt and evolve their strategies in other to engage the consumer through new medias. Considering the online environment, the social media has a key participation wh...

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Bibliographic Details

Published in:	Revista Eletrônica de Negócios Internacionais (Internext)
Main Authors:	Melissa Akemi Casagrande Yamawaki, Gilberto Sarfati
Format:	Artigo
Language:	Inglês
Published:	Escola Superior de Propaganda e Marketing 2019
Subjects:	Administración y Contabilidad
Online Access:	https://www.redalyc.org/articulo.oa?id=557559461002 https://www.redalyc.org/journal/5575/557559461002/ https://www.redalyc.org/journal/5575/557559461002/html/ https://www.redalyc.org/journal/5575/557559461002/557559461002.epub https://www.redalyc.org/journal/5575/557559461002/movil https://doi.org/10.18568/1980-4865.00%p
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