Sökning: "Merili Palmet"
Hittade 1 uppsats innehållade orden Merili Palmet.
1. Driving Online Brand Engagement, Trust, and Purchase Intention on Instagram : The Effect of Social Commerce Marketing Stimuli
Magister-uppsats, Mälardalens högskola/Akademin för ekonomi, samhälle och teknikSammanfattning : Building on the stimulus-organism-response model, this paper aims to fill the considerable research gap by developing a deeper understanding of social commerce as a global emerging phenomenon and investigating the effectiveness of social commerce marketing stimuli and its consequences on consumer behavior on Instagram. The study adopts a mixed-methodology approach, including a web-based survey and a focus group interview, to build a deeper understanding of the phenomenon and account for the social aspects of social commerce. LÄS MER