Sökning: "Rebecca Pannula"
Hittade 1 uppsats innehållade orden Rebecca Pannula.
1. Under the influence : A quantitative study about social media influencers different attributes effect on online purchase intent.
Magister-uppsats, Mälardalens högskola/Akademin för ekonomi, samhälle och teknikSammanfattning : Research Questions: How does influencer marketing affect online purchase intent? How do social media influencers’ trustworthiness, expertise and attractiveness affect online purchase intent? Purpose: The purpose of this study is to investigate the relationship between online purchase intent and social media influencers, as well as how their attributes affect this relationship. Method: This empirical study consists of a quantitative online survey with 476 respondents. LÄS MER
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