Sökning: "Maria Gómez Macías"

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1. 1. Instagram as a mirror : A study on how identification based on homophily impacts followers’ purchase intention on Instagram

   Master-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomi

   Författare :Maria Gómez Macías; Chonlatorn Rungsaridworakarn; [2018]
   Nyckelord :Instagram; Instagram influencer; Identification; Homophily; Purchase intention; Information adoption; Qualitative thematic analysis.;

   Sammanfattning : Purpose: This thesis aims to research how homophily affects followers/consumers’ attitudes towards Instagram fashion influencers. In particular, the purpose is to investigate if the perceived level of identification (evaluated according the homophily variables and types of identification) between followers/consumers and fashion influencers is one of the drivers behind followers/consumers’ engagement on Instagram. LÄS MER