Sökning: "Linnéa Muhonen"

Hittade 1 uppsats innehållade orden Linnéa Muhonen.

  1. 1. Digital Content Marketing på sociala medier : En kvantitativ studie om hur Digital Content Marketing kan optimeras och påverka köpintentionen hos konsumenter i Genration Z

    Kandidat-uppsats, Södertörns högskola/Företagsekonomi

    Författare :Amanda Frank; Linnéa Muhonen; [2023]
    Nyckelord :Digital Content Marketing; Content Marketing; köpintention; sociala medier; digitala plattformar; digitala format;

    Sammanfattning : Purpose: Due to the rapidly increasing use of Digital Content Marketing (DCM) on social media and the lagging empirical research in the field, this study aims to determine how marketers can optimize DCM on social media and influence the purchase intention of Generation Z consumers.  Methodology: Since the study is based on a consumer perspective, a quantitative method with a deductive approach has been conducted. LÄS MER