Sökning: "Rebecca Pannula"

Hittade 1 uppsats innehållade orden Rebecca Pannula.

  1. 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 teknik

    Författare :Linn Nordström; Rebecca Pannula; [2020]
    Nyckelord :Influencer marketing; Social media influencers; Influencer attributes; Online purchase intent;

    Sammanfattning : 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