Sökning: "Nathalie Dreifaldt"

Hittade 1 uppsats innehållade orden Nathalie Dreifaldt.

  1. 1. DOES YOUR BRAND NEED ONLINE INFLUENCER MARKETING? IT DEPENDS : A mixed method approach to country of origin, brand image, and online influencer marketing on consumers’ purchase intention online.

    Magister-uppsats, Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

    Författare :Nathalie Dreifaldt; Todd Drennan; [2019]
    Nyckelord :Country of origin; Online influencer marketing; Brand image; Purchase intention;

    Sammanfattning : The purpose of this study is to further explore the modern phenomenon of COO, brand image, and online influencer marketing as they relate to consumer's purchase intention online. This empirical study employs a mixed method approach with quantitative exploratory factor analysis through a survey as well as qualitative exploration through focus groups and in-depth interviews. LÄS MER