Sökning: "Linnea Vaara"

Hittade 1 uppsats innehållade orden Linnea Vaara.

  1. 1. Online Communication and Brand Attitudes : A Millennial Perspective

    Kandidat-uppsats, Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Författare :Linnea Vaara; Sabina Zahiraldinni; [2019]
    Nyckelord :electronic word-of-mouth; positive electronic world-of-mouth; negative electronic word-of-mouth; brand attitude; millennials; social network sites;

    Sammanfattning : This study’s purpose was to provide a deeper understanding regarding how millennials’ attitudes towards brands are influenced by online communication. With the aim of fulfilling the purpose of the study, two research questions of descriptive and explorative kind were stated; “How can the factors that influence millennials’ use of electronic word-of-mouth be described?” as well as “How does electronic word-of-mouth influence millennials’ brand attitude?”. LÄS MER