Catálogo de publicaciones - libros

Palabras clave – provistas por la editorial

advertising copy; smartphone consumer; consumer typology; sustainable marketing; unobserved heterogeneity; business analytics; social media; CSR; strategy formulation; strategic planning; governance; celebrity–brand association; real-life setting on social media; para-social interaction; self–brand connection; brand quality; advertising; emotions; emotional states; regions; emotional appeal; adolescents; SNS; emojis; self-presentation; symbolic value; playfulness; need for uniqueness; Internet of Things; business models; smart cities; big data; consumer data; n/a