The role of influencer marketing in building rural brand equity among generation y customers

HIGHLIGHTS

• What: The aim of this paper was to explore the perceptions of generation Y customers on building local beauty brand equity through influencer marketing. This study adopted a quantitative descriptive cross-sectional study design, which was carried out among generation Y customers. The survey was conducted online since this approach provided several benefits and delimitations.
• Who: Rodrigo Velasco from the , have published the article: (TITLE), in the Journal: (JOURNAL)
• How: The results indicated that only few of the generation Y customers (n = 16 25.81%) had positive perception about building local beauty brand . . .
  

   

  

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