Sökning: "impulsive purchase intention"

Hittade 3 uppsatser innehållade orden impulsive purchase intention.

  1. 1. An analysis of how video advertising factors influence consumers' impulse purchase intentions — In the context of short-form video

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Huihao Lu; Yating Zheng; [2023]
    Nyckelord :Short-form video advertising; impulsive purchase intention; emotional response; Business and Economics;

    Sammanfattning : Online shopping is gradually becoming a daily behavior in people's lives, and advertising marketing methods based on short videos are also playing an increasingly important role in this trend. Different from pictures and texts, it combines sound and picture, is easy to spread, and contains a lot of information, which conforms to people's habit of using fragmented information. LÄS MER

  3. 2. Influencer Marketing & Impulsive Buying : A Quantitative Study On Influencer Marketing and Discount Codes Effect On Impulsive Buying and Purchase Satisfaction

    Kandidat-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Författare :Elin Egelbäck Starud; Elsa Claesson; [2023]
    Nyckelord :Influencer Marketing; Fast Fashion; Social Media; Impulsive Buying; Consumer Behavior; Purchase Intention; Discount Codes; Time Limitation; Trust; Five-Step Purchase Decision Process;

    Sammanfattning : Influencer marketing is a new marketing strategy that has risen in popularity to be used by businesses during the last decade. Even though studies have been previously made on influencer marketing, little research has been made specifically on influencer marketing in combination with their discount codes being offered. LÄS MER

  4. 3. The influence of celebrity endorsement through social media on impulsive buying in Sweden

    Magister-uppsats, Högskolan i Gävle/Företagsekonomi

    Författare :Halima Abedin Jitu; MD Atiqur Rahman; [2020]
    Nyckelord :Celebrity; Consumer behavior; Endorsement; Impulsive buying; Social media.;

    Sammanfattning : Aim The authors seek to explore the impact of celebrity endorsement through social media on consumer behavior, specifically on impulsive buying. Methodology The quantitative research approach was adopted, and a questionnaire was administered to university students in 3 cities (Gavle, Uppsala, and Stockholm). LÄS MER