Browsing Management & Marketing by Author "Cherif, Emna"
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New Social Media Cinderella's: On the Double Effect of Underdog Status and Homophily on SMI Perceptions and Buying Intentions: An Abstract
Bayarassou, Oula; Cherif, Emna; Guizani, Haythem; Becheur, Imene ( Springer Nature , 2023 , Book chapter)With the rise of digitalization processes within firms, brands' significant presence on social media has become crucial for creating added value to consumers. Therefore, creating a distinct brand image and deciding which ...