Participatory Culture: From Co-Creating Brand Meaning to Changing the World
Young people’s personal use of social media like blogs, networks and online platforms is actually a double-edged sword. Creativity and action can endorse brands, but they can also harm a brand as the new generation moves from being socially and culturally active to being politically and civically en...
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| Format: | Article |
| Language: | English |
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Sciendo
2014-11-01
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| Series: | GfK Marketing Intelligence Review |
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| Online Access: | http://www.degruyter.com/view/j/gfkmir.2014.6.issue-2/gfkmir-2014-0096/gfkmir-2014-0096.xml?format=INT |