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Consumer-to-Consumer Online Sharing of Co-Creative Advertising Campaigns
This thesis aims to increase understanding of what motivates consumer-to-consumer (C2C) sharing of co-creative advertising campaigns on social media platforms. Consumer use of the Internet has increased immensely, and affects organisations due to the growth of consumer-to-consumer interactions, such as word-of-mouth. Word-of-mouth is a powerful form of advertising because of consumer trust in their social media networks, therefore, it is crucial for organisations to increase C2C sharing as adoi:10.26021/5495 fatcat:ndh4xn2fnfhrpfnmls7rtbz2y4