Open-source Branding: How consumers develop a Corporate Brand Image through Instagram- An Exploratory Single-Case Study
Title: Open-source Branding: How consumers develop a Corporate Brand Image through Instagram- An Exploratory Single-Case Study. Research problem: The research problem originates from the shifted power balance through the rise of social media. Whereby, organizational control of the brand image is starting to fade. Thus, further research is needed, whether an open-source branding strategy truly aff