The role of authenticity of user-generated content as part of the product presentation in an online shop : A qualitative study of the empirical case of H&M
Background: The following thesis explores the use of UGC pictures as part of the product presentation in the online shop of a fashion retailer. Of interest are four variables and which influence these are having on the perception of the UGC pictures through the lens of authenticity. The theoretical...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
| Published: |
Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi
2019
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-43858 |