Sökning: "Xiaoyuan Cheng"

Hittade 2 uppsatser innehållade orden Xiaoyuan Cheng.

  1. 1. 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 institutionen

    Författare :Zehui Sun; Xiaoyuan Cheng; [2023]
    Nyckelord :Social media influencer; Influencer marketing; Source attractiveness; Consumer attitude; Purchase intention; Business and Economics;

    Sammanfattning : 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

  2. 2. Heritage luxury brands in millennial times

    L1-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Zehui Sun; Xiaoyuan Cheng; Tanja Sukaj; [2022]
    Nyckelord :Brand Heritage; Heritage Brands; Luxury Brands; Millennial; Business and Economics;

    Sammanfattning : This study analyses millennial consumers' perceptions of luxury brands in order to help brand managers better leverage their brand heritage to develop brand strategies that are in line with market needs. A qualitative research design was used in order to understand the millennial cohort's understanding of heritage luxury brands. LÄS MER