Sökning: "Lisa Gageler"

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  1. 1. Product Placement on Social Media : a study on how Generation Y's brand perception and purchase intention are influenced

    Magister-uppsats, Högskolan i Jönköping/Internationella Handelshögskolan

    Författare :Lisa Gageler; Jolien van der Schee; [2016]
    Nyckelord :Brand Perception; Consumer Behavior; Generation Y Millennials; Product Placement; Purchase Intention; Social Media;

    Sammanfattning : With increasing restrictions, saturated advertisement markets and advanced technology, the conditions of the communication politics have significantly changed and outdated the classical instruments. In order to bypass these developments, marketers started to strategically promote their products through appearances in movies and television than through conventional commercial spots. LÄS MER