Sökning: "consumer behavior and advertising"

Visar resultat 1 - 5 av 90 uppsatser innehållade orden consumer behavior and advertising.

  1. 1. Sociala mediers påverkan på Generation Z : En kvantitativ studie om vad som primärt påverkar Generation Z konsumenter på sociala medier vid val av varumärke

    Kandidat-uppsats, Södertörns högskola/Företagsekonomi

    Författare :Frida Furst; Oliver Lindh; [2023]
    Nyckelord :Påverkar; Konsument; Varumärke; Sociala medier; Lojalitet; Generation Z;

    Sammanfattning : Purpose: The purpose of the study is to identify how Generation Z consumers are influenced by social media when choosing a brand, as they are the only generation that has grown up with the internet as a given. The study also aims to investigate the consumer behaviors that Generation Z have on social media. LÄS MER

  3. 2. Navigating the Evolving World of Fashion In-Game Advertising

    Master-uppsats, Uppsala universitet/Medier och kommunikation

    Författare :Evgenia Maria Botini; [2023]
    Nyckelord :gamification; in-game advertising; fashion advertising; consumer behavior; metaverse;

    Sammanfattning : Abstract This study addresses gaming as an interactive digital advertising tool, aiming to explore its effectiveness in digital marketing overall and to examine its impact on digital marketing for the fashion industry in particular. Purpose The purpose of this paper is to present an analytical framework for explaining the appeal of games for fashion brand advertising. LÄS MER

  4. 3. Unveiling the Art of Illusion: Exploring the Fabrication of Authenticity and Trustworthiness by Social Media Micro-Influencers to Engage Their Audience : An exploratory multiple case study that aims to analyze how social media micro-influencers fabricate authenticity and trustworthiness to engage their audience

    Kandidat-uppsats, Jönköping University/Internationella Handelshögskolan

    Författare :Armin Roshandel; Felix Miöen Dahlström; Kevin Ekström; [2023]
    Nyckelord :;

    Sammanfattning : Background: Social networking sites have transformed communication and advertising, with influencers like micro-influencers and "instafamous" individuals playing a crucial marketing role. Businesses now leverage these influencers to engage audiences and promote their brands, creating new opportunities for online brand promotion and consumer engagement. LÄS MER

  5. 4. What is the influence of Social Media advertisements on Millennials and Generation Z consumers' behaviors towards dating Apps? A study of Muzz

    Kandidat-uppsats, Jönköping University/Internationella Handelshögskolan

    Författare :Marwan Al Rabea; Rami Faour; Solan Shekany; [2023]
    Nyckelord :TikTok; Instagram; Social Media; Social Media adverts; Advertising Effectiveness; Consumer Behavior Theory; Uses and Gratification Theory; Millennials; Generation Z; Dating apps; Niche Dating Apps; Muzz; Muzmatch Previous name of Muzz .;

    Sammanfattning : Abstract Background: Social media is becoming more prominent each day. Platforms such as TikTok and Instagram are amongst the top six social media platforms used by Generation Z and Millennials (Dixon, 2023; Ceci, 2023). LÄS MER

  7. 5. Where's the beef? A quantitative study of the impact of advertising claims on consumer beliefs, attitudes and behavioral intentions in the context of plant-based meat

    D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledning

    Författare :Ida Hanhirova; Sophie Wellié; [2023]
    Nyckelord :Plant-based meat; Advertising; Claims; Sustainable consumption; Theory of Planned Behavior;

    Sammanfattning : With a growing population to feed and increased focus on reducing unsustainable (for both the planet and the body) food practices, meat consumption and reduction has become a hot topic. Although an increasing number of people are choosing to ditch dairy and say no to meat, most people in the Western world do consume meat, and enjoy doing it. LÄS MER