Sökning: "Source Attractiveness Model"
Visar resultat 1 - 5 av 22 uppsatser innehållade orden Source Attractiveness Model.
1. Effekten av mikro- och makroinfluencers på köpintentionen : En kvantitativ studie om influencer-typernas påverkan inom färg-kosmetika
Kandidat-uppsats, Mälardalens universitet/Akademin för ekonomi, samhälle och teknikSammanfattning : Syfte: Studien syftar till att skapa förståelse för om och i så fallhur mikro- och makroinfluencers påverkar relationen mellan attitydkomponenterna (tillförlitlighet, experits och attraktivitet) och köpintentionen. Metod:Denna studie baseras på en kvantitativ forskningsmetod där primärdata samlades in via en digital enkätundersökning. LÄS MER
2. Examine the Impact of Attractiveness of Social Media Influencers on Douyin User Purchase Intentions: A Quantitative Study of Sportswear Industry
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Thesis purpose: The objective is to understand the impact of social media influencers’ familiarity, likeability and similarity on the purchase intention of Douyin users, particularly in the sportswear industry. Methodology: This study has utilised a quantitative method based on a positivist philosophical position, and followed a deductive approach. LÄS MER
3. What influences most: Celebrities, Influencers, or Mascots?: Investigating the effectiveness of different Endorsers in Consumer Communication
C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiSammanfattning : This thesis aims to bring insights into the field of endorser marketing. Celebrity, mascot, and influencer endorsements, especially with the rise of social media, are very popular and often-used by marketers in B2C marketing. LÄS MER
4. Instagram Influencers Impact on Customers' Intention on Purchasing Perfume
Kandidat-uppsats, Jönköping University/Internationella HandelshögskolanSammanfattning : Background: Celebrity endorsements is a marketing strategy that has been long used bymarketers to strengthen brands' reputations. Nowadays, due to the fast growth of socialmedia, number of people using social media increase day-by-day. Hence, the use of digitalplatforms as marketing channel has increasing. LÄS MER
5. The determinants of Chinese consumers’ purchase intention regarding online-celebrity brand products
Magister-uppsats, Uppsala universitet/Företagsekonomiska institutionenSammanfattning : As the digital society, built up by the internet, gradually changes people's lives, online celebrities are emerging in China and have discovered the huge business opportunities of online platforms by establishing their own brands. Many brands created by Chinese online celebrities are increasingly popular among consumers, such as Li Ziqi and Taozi Sister. LÄS MER