Browsing International Conference on Management and Economics by Subject "User-generated content"

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Exploring the Persuasive Mechanisms of Virtual Reality Advertising: a Content Analysis

Ranaweera, H.R.A.T. (University of Ruhuna, 2020-09-11)

Virtual Reality (VR) is rapidly harnessing current marketing opportunities. Despite, prior understanding about persuasive mechanisms of other virtual ways of delivering advertising messages, there is an absence of knowledge ...
The Influence of Brand Communication Tools on Consumer Based Brand Equity (with Special Reference to Young Consumers in Sri Lanka)

Chandrakamal, I.; Pandithasekara, D. (Faculty of Management & Finance, University of Ruhuna, Matara, Sri Lanka, 2022-08-04)

Understanding and building a relationship between customers and brands has become an essential function of today's business world because of the increasing competition in the modern business environment. As a result of the ...

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