{"id":"https://openalex.org/W2979446809","doi":null,"title":"Online Communication and Brand Attitudes : A Millennial Perspective","display_name":"Online Communication and Brand Attitudes : A Millennial Perspective","publication_year":2019,"publication_date":"2019-01-01","ids":{"openalex":"https://openalex.org/W2979446809","mag":"2979446809"},"language":"en","primary_location":{"id":"pmh:oai:DiVA.org:ltu-74185","doi":null,"is_oa":true,"landing_page_url":"http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-74185","pdf_url":null,"source":{"id":"https://openalex.org/S4306400653","display_name":"Diva portal (Dalarna University Library)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"other-oa","license_id":"https://openalex.org/licenses/other-oa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"info:eu-repo/semantics/bachelorThesis"},"volume":null,"type":"dissertation","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-74185","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5007640711","display_name":"Linnea Vaara","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Linnea Vaara","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"last","author":{"id":"https://openalex.org/A5079788441","display_name":"Sabina Zahiraldinni","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Sabina Zahiraldinni","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9994999766349792,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.00039999998989515007,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":9.999999747378752e-05,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/millennials","display_name":"millennials","score":0.9580000042915344},{"id":"https://openalex.org/keywords/brand-attitude","display_name":"brand attitude","score":0.8539999723434448},{"id":"https://openalex.org/keywords/electronic-word-of-mouth","display_name":"electronic word of mouth","score":0.8889999985694885},{"id":"https://openalex.org/keywords/online-communication","display_name":"online communication","score":0.9909999966621399},{"id":"https://openalex.org/keywords/social-network-sites","display_name":"social network sites","score":0.890999972820282},{"id":"https://openalex.org/keywords/need-for-affiliation","display_name":"need for affiliation","score":0.6449999809265137},{"id":"https://openalex.org/keywords/firm-generated-content","display_name":"firm-generated content","score":0.9359999895095825},{"id":"https://openalex.org/keywords/personalization","display_name":"personalization","score":0.8870000243186951},{"id":"https://openalex.org/keywords/social-interaction","display_name":"social interaction","score":0.9449999928474426},{"id":"https://openalex.org/keywords/brand-loyalty","display_name":"brand loyalty","score":0.8270000219345093},{"id":"https://openalex.org/keywords/consumer-behavior","display_name":"consumer behavior","score":0.7670000195503235}],"concepts":[{"id":"https://openalex.org/C12713177","wikidata":"https://www.wikidata.org/wiki/Q1900281","display_name":"Perspective (graphical)","level":2,"score":0.7248006463050842},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.5612403750419617},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.41249457001686096},{"id":"https://openalex.org/C39549134","wikidata":"https://www.wikidata.org/wiki/Q133080","display_name":"Public relations","level":1,"score":0.35696160793304443},{"id":"https://openalex.org/C108827166","wikidata":"https://www.wikidata.org/wiki/Q175975","display_name":"Internet privacy","level":1,"score":0.33947598934173584},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.32107800245285034},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.17879578471183777},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.14753684401512146},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"pmh:oai:DiVA.org:ltu-74185","doi":null,"is_oa":true,"landing_page_url":"http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-74185","pdf_url":null,"source":{"id":"https://openalex.org/S4306400653","display_name":"Diva portal (Dalarna University Library)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"other-oa","license_id":"https://openalex.org/licenses/other-oa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"info:eu-repo/semantics/bachelorThesis"},{"id":"mag:2979446809","doi":null,"is_oa":false,"landing_page_url":"http://www.diva-portal.org/smash/record.jsf?pid=diva2:1320377","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null}],"best_oa_location":{"id":"pmh:oai:DiVA.org:ltu-74185","doi":null,"is_oa":true,"landing_page_url":"http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-74185","pdf_url":null,"source":{"id":"https://openalex.org/S4306400653","display_name":"Diva portal (Dalarna University Library)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"other-oa","license_id":"https://openalex.org/licenses/other-oa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"info:eu-repo/semantics/bachelorThesis"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":21,"referenced_works":["https://openalex.org/W322504132","https://openalex.org/W1527311855","https://openalex.org/W1533596137","https://openalex.org/W1537624086","https://openalex.org/W1590620037","https://openalex.org/W1658908529","https://openalex.org/W1829634234","https://openalex.org/W2048722525","https://openalex.org/W2053595556","https://openalex.org/W2055278701","https://openalex.org/W2057172983","https://openalex.org/W2077161263","https://openalex.org/W2091182873","https://openalex.org/W2133085133","https://openalex.org/W2167325287","https://openalex.org/W2340212445","https://openalex.org/W2417728493","https://openalex.org/W2583810986","https://openalex.org/W2802655753","https://openalex.org/W2809228629","https://openalex.org/W3215598532"],"related_works":["https://openalex.org/W4382318712","https://openalex.org/W7024745635","https://openalex.org/W3202373587","https://openalex.org/W4391611241","https://openalex.org/W4390894578","https://openalex.org/W151761464","https://openalex.org/W2418720539","https://openalex.org/W7134919481","https://openalex.org/W3112722055","https://openalex.org/W11651451"],"abstract_inverted_index":{"This":[0],"study\u2019s":[1],"purpose":[2,26],"was":[3,78,97,110,118,163,236,246],"to":[4,66,70,174,198,242,248],"provide":[5],"a":[6,75,92,111,144],"deeper":[7],"understanding":[8],"regarding":[9],"how":[10],"millennials\u2019":[11,46,61,187],"attitudes":[12,155,210],"towards":[13,156,211],"brands":[14,157],"are":[15],"influenced":[16],"by":[17,80],"online":[18],"communication.":[19],"With":[20],"the":[21,25,28,42,71,89,101,105,149,159,167,175,214,226,250],"aim":[22],"of":[23,27,33,48,95,136,151,178,205,228,252],"fulfilling":[24],"study,":[29],"two":[30],"research":[31,73],"questions":[32],"descriptive":[34],"and":[35,104,123,129,134,152,195,220],"explorative":[36],"kind":[37],"were":[38,201],"stated;":[39],"\u201cHow":[40,56],"can":[41],"factors":[43,184],"that":[44,117,140,217],"influence":[45,60,153],"use":[47],"electronic":[49,58,141,230,234],"word-of-mouth":[50,59,142,235],"be":[51],"described?\u201d":[52],"as":[53,55,186,203],"well":[54],"does":[57],"brand":[62,243,254],"attitude?\u201d.":[63],"In":[64],"order":[65],"generate":[67],"potential":[68],"answers":[69],"stated":[72],"questions,":[74],"conceptual":[76,85],"framework":[77,86],"conducted":[79],"reviewing":[81],"scholarly":[82],"literature.":[83],"The":[84,132],"then":[87,237],"provided":[88],"study":[90,113,138],"with":[91,126,172],"theoretical":[93],"foundation":[94],"which":[96,206,245],"utilized":[98],"during":[99],"both":[100,127,148],"data":[102,106,116],"collection":[103],"analysis.":[107],"Methodologically,":[108],"this":[109,137,162],"case":[112],"analyzing":[114],"qualitative":[115],"collected":[119],"through":[120],"eleven":[121],"semi-structured":[122],"in-depth":[124],"interviews":[125],"male":[128],"female":[130],"millennials.":[131,160],"findings":[133],"conclusions":[135],"implied":[139],"has":[143],"meaningful":[145],"impact":[146],"on":[147,154,166],"formation":[150],"amongst":[158],"Moreover,":[161],"heavily":[164],"dependent":[165],"one":[168],"disseminated":[169],"it.":[170],"However,":[171],"regard":[173],"ever-evolving":[176],"area":[177],"social":[179,221],"network":[180],"sites,":[181],"other":[182],"noteworthy":[183],"such":[185],"need":[188],"for":[189,238],"affiliation,":[190],"aesthetically":[191],"appealing":[192],"firm-generated":[193],"content":[194],"intense":[196],"exposure":[197],"digital":[199],"advertising":[200],"emphasized":[202],"components":[204],"too":[207],"formed":[208],"their":[209],"brands.":[212],"Furthermore,":[213],"results":[215],"suggested":[216],"adopting":[218],"personalization-":[219],"interaction":[222],"strategies":[223],"will":[224],"encourage":[225],"spreading":[227],"positive":[229,233,253],"word-of-mouth.":[231],"Lastly,":[232],"its":[239],"part":[240],"related":[241],"loyalty,":[244],"reckoned":[247],"promote":[249],"persistency":[251],"attitudes.":[255]},"counts_by_year":[],"updated_date":"2026-10-27T15:51:10.671819","created_date":"2019-10-18T00:00:00"}