Sökning: "Yimei Xie"

Hittade 2 uppsatser innehållade orden Yimei Xie.

1. 1. Bigger is not always better - The Evergreen communication crisis

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Thi Hong Anh Tran; Yimei Xie; Chia-Yin Liu; [2022]
   Nyckelord :Business and Economics;

   Sammanfattning : .... LÄS MER

3. 2. Virtual influencers come to the rescue? A quantitative study exploring consumer purchase intentions based on their perceived credibility of virtual influencers, with the mediating role of taste leadership

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Louelle Tameu; Yimei Xie; [2022]
   Nyckelord :Virtual influencer; Influencer marketing; Source credibility; Taste leadership; Purchase intention; Business and Economics;

   Sammanfattning : Thesis purpose: The purpose of this research is to investigate the extent to which virtual influencers are perceived as credible sources of advertising and how their credibility attributes affect purchase intention among consumers. Specifically, this study aims to provide a deeper comprehension of this new influencer marketing phenomenon and to guide marketing managers in the understanding of consumer perceptions of virtual influencers. LÄS MER