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Bring Your Own Persona

Knoweldge@Wharton originally defined the term BYOP as “identifying new segments by their digital engagement.”

According to Wharton, this persona is based on:

  1. digital capability and
  2. trust.

Using the Wharton definition, ‘digital capability’ is a consumers’ ability to maximise their usage of the latest technologies such as mobile apps, wearables, social … Read more...