Journal article
Determining the factors affecting brand authenticity of startups in social media
Abstract
Purpose This paper aims to determine the affecting factors of the brand authenticity of startups in social media. Design/methodology/approach Using a qualitative method based on a grounded theory approach, this research specifies and classifies the affecting factors of brand authenticity of startups in social media through in-depth semi-structured interviews. Findings Multiple factors affecting the brand authenticity of startups in social …
Authors
Fouladi S; Ekhlassi A; Sakhdari K
Journal
Qualitative Market Research An International Journal, Vol. 24, No. 3, pp. 396–419
Publisher
Emerald
Publication Date
August 3, 2021
DOI
10.1108/qmr-04-2020-0048
ISSN
1352-2752