TY  - THES 
A3  - Castaño Riaño, Sergio
AU  - Mohamed Reda, Ouasmine
PY  - 2024
UR  - https://uvadoc.uva.es/handle/10324/72406
AB  - The text emphasizes the disruptive impact of digital on marketing and communication strategies for large companies, highlighting the importance of adapting to new trends. It stresses the necessity for brands to manage their online presence...
LA  - eng
KW  - Digital marketing
KW  - Communication strategies
KW  - Consumer behavior
KW  - Estrategias de comunicación
KW  - Comportamiento del consumidor
TI  - The impact of event and digital communication on consumer buying behavior
M3  - info:eu-repo/semantics/masterThesis
ER  -