This valuable study, conducted in partnership with Carat Insight, examines the role of the internet in generating brand engagement.
The research concentrated on five advertising campaigns from the supermini car sector - Renault Clio, Toyota Aygo, Nissan Micra, Ford Fiesta and Mini - and looked into the effectiveness of online against other media, as well as wider influences like brand ownership, reading reviews, or recommendations from friends.
The video below explains the process of measuring brand engagement.
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