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Visar resultat 1 - 5 av 315 uppsatser som matchar ovanstående sökkriterier.

1. 1. Swipe to buy? : Examining the influence of Instagram and TikTok onmillennials fast fashion purchases

   Kandidat-uppsats, Stockholms universitet/Företagsekonomiska institutionen

   Författare :Yahya Qayyum; Omar Wattar; Faisal Aljalab; [2024]
   Nyckelord :User-Generated Content; Millennials; Fast Fashion Industry; Ultra fast fashion; Digital Marketing; Consumer Behavior; Instagram; TikTok; Qualitative Research; Social Influence Theory; Buying Behavior Theory.;

   Sammanfattning : This thesis explores the influence of User-Generated Content (UGC) on the purchasingdecisions of millennials in the fast fashion industry, particularly through the platformsInstagram and TikTok. The research delves into the transformation from offline to onlinemarketing within the fast fashion sector, examining both fast-fashion and ultra-fast fashion tounderstand UGC's impact on consumer behavior, including environmental and ethicalconcerns. LÄS MER

3. 2. THE IMPACT OF CANCEL CULTURE ON CONSUMERS IN THE FASHION INDUSTRY - An exploratory qualitative study on post-millenials

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Hanna Halilovic; [2023-07-03]
   Nyckelord :Cancel culture; Fashion industry; Influencer marketing; Social media; Identity creation; Brand community; Consumer community; Brand co-creation;

   Sammanfattning : The growth of cancel culture has been rapid within marketing and consumption during recent years. With the emergence of cancel culture, consumers have been enabled to use their voices to hold brands accountable, where social media has made information easily available making consumers constantly informed. LÄS MER

4. 3. The Bouquet of Wine Consumption Drivers

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Pauline Bernadette Brussat; Olle Grönvall; [2023]
   Nyckelord :Wine research; consumer behaviour research; consumer motivation; personal involvement; wine consumption; generational research; Swedish wine market; Gen Z and Millennials; Business and Economics;

   Sammanfattning : Thesis purpose: The core aim of this research is to confirm the application of the research model established by Taylor et al. (2018), focusing on intrinsic motivation, extrinsic motivation, and personal involvement, predicting wine consumption in Sweden. LÄS MER

5. 4. Modekonsumtionens framtid : En kvantitativ studie om Generation Z och Millennials hållbara köpintentioner online

   Kandidat-uppsats, Mälardalens universitet/Akademin för ekonomi, samhälle och teknik

   Författare :Sofie Täuber; Erik Nilsson; Juan Perona; [2023]
   Nyckelord :Theory of Planned Behaviour; Millennials; Generation Z; konsumentbeteende; hållbart mode;

   Sammanfattning : Syfte: Syftet med denna studie är att undersöka på vilket sätt miljömedvetenhet och socialt värde påverkar Generation Z och Millennials attityd mot hållbart mode och hur det återspeglas i köpintentionen när de handlar mode online. Vidare är avsikten att undersöka skillnader och likheter mellan dessa generationskohorter i denna inom kontext. LÄS MER

7. 5. "Electric Vehicles Adoption Among Swedish Millennials" : A Qualitative Analysis of Preferences, Innovation, Technology, Pricing, Performance, and Environmental Aspects

   Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

   Författare :Haitham Karazoun; Mohamed Alhussein; [2023]
   Nyckelord :Electric vehicles; Innovation; Technology; Price; Performance; Environmental; Consumption intention;

   Sammanfattning : This research endeavors to provide a comprehensive examination of the preferences exhibitedby the millennial demographic with regard to electric vehicles (EVs) within the context ofSweden. The study encompasses a thorough analysis of various dimensions, includingattitudes, innovation, technology, pricing, performance, and environmental considerations, allof which shape the decision-making process of millennials in adopting EVs. LÄS MER