Visual Electronic Word-of-Mouth & Brand Experience: An Explorative Investigation of Consumer-Driven Brand Experiences in Digital Settings
Thesis Purpose: The purpose of this research was to understand how visual electronic word-of-mouth (visual eWOM) creates brand experiences. Thereby, the researchers explored how and which of the underlying dimensions of the brand experience concept are addressed in this particular digital setting. In addition, the researchers intended to show that brand experiences can be created decentralized fro