Sökning: "Xiaoyuan Cheng"
Hittade 2 uppsatser innehållade orden Xiaoyuan Cheng.
1. Examine the Impact of Attractiveness of Social Media Influencers on Douyin User Purchase Intentions: A Quantitative Study of Sportswear IndustryMagister-uppsats, Lunds universitet/Företagsekonomiska institutionen
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
- L1-uppsats, Lunds universitet/Företagsekonomiska institutionen
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