Sökning: "Helena Vahnberg"

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  1. 1. Does one's cultural background make a difference? : Exploring motivations for consumer engagement on social media

    Kandidat-uppsats, Jönköping University/Internationella Handelshögskolan

    Författare :Helena Vahnberg; Yara Jallad; [2023]
    Nyckelord :consumer engagement; social media; uses and gratification theory; consumers online brand-related activities;

    Sammanfattning : Background: Social media has become a crucial aspect of individuals lives and it has provided businesses with a unique opportunity to connect with their customers. Instagram has grown to become one of the most widely used social networking sites in the world and there is a diversity of motivations of why consumers choose to engage with brand-related content on social media. LÄS MER