Sökning: "purchase intention influencers"

Visar resultat 1 - 5 av 63 uppsatser innehållade orden purchase intention influencers.

1. 1. THE ROLE OF SOCIAL MEDIA FASHION  INFLUENCERS ON GEN Z CONSUMERS LAST MINUTE HOLIDAY SHOPPING : A qualitative study on gen z consumers purchase behavior on fast-fashion retailer  

   Kandidat-uppsats, Linnéuniversitetet/Institutionen för management (MAN)

   Författare :Tracy Najjuko; [2023]
   Nyckelord :Consumer behavior; Purchase intention; Social media; Influencers; Fashion; Fast-fashion;

   Sammanfattning : The online activities on social media have become a popular beverage among female gen zers in Sweden, as they rely on the platforms to recieve the information they need when evaluating a fashion purchase. This research aims to investigate the consumer last-minute holiday shopping on fast-fashion brands, and how the online fashion influencer could impact them in such occasions. LÄS MER

3. 2. Effekten av mikro- och makroinfluencers på köpintentionen : En kvantitativ studie om influencer-typernas påverkan inom färg-kosmetika

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

   Författare :Hanna Larsson; Linn Nyman; Josefine Wallén; [2023]
   Nyckelord :Mikroinfluencers; makroinfluencers; Source credibility model; köpintention; Theory of planned behavior; attityd;

   Sammanfattning : Syfte: Studien syftar till att skapa förståelse för om och i så fallhur mikro- och makroinfluencers påverkar relationen mellan attitydkomponenterna (tillförlitlighet, experits och attraktivitet) och köpintentionen. Metod:Denna studie baseras på en kvantitativ forskningsmetod där primärdata samlades in via en digital enkätundersökning. LÄS MER

4. 3. Examine the Impact of Attractiveness of Social Media Influencers on Douyin User Purchase Intentions: A Quantitative Study of Sportswear Industry

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Zehui Sun; Xiaoyuan Cheng; [2023]
   Nyckelord :Social media influencer; Influencer marketing; Source attractiveness; Consumer attitude; Purchase intention; Business and Economics;

   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

5. 4. TikTok Made Me Buy It : Influencer Marketing on TikTok: What Affects Swedish Consumers' Purchase Intentions?

   Kandidat-uppsats, Jönköping University

   Författare :Johanna Nilsson; Filippa Nilsson; Ellen Johansson; [2023]
   Nyckelord :Influencer marketing; Social media marketing; Electronic Word-of-Mouth; Consumer behavior; Purchase intention; TikTok marketing.;

   Sammanfattning : This study investigates the impact of trustworthiness, perceived expertise, and parasocial relationships on Swedish consumers' purchase intentions on TikTok, focusing on influencer marketing. The problem addressed in this study is the lack of understanding of consumer behavior on TikTok in the context of influencer marketing. LÄS MER

7. 5. Influencers' Own Brands : Investigating the Drivers of Young Female Followers' Purchase Intentions towards Influencers' Own Brands

   Kandidat-uppsats, Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

   Författare :Vilma Bergström; Jennifer Fredriksson Johansson; [2023]
   Nyckelord :Influencer; Influencers own brands; Young Females; Attitudes; Subjective Norms; Purchase Intention; Shopping habits; Previous experience; Theory of Reasoned Action;

   Sammanfattning : Influencers have been working with collaborations with different brands during a long period of time, the latest development in their career has been to launch their own brands without any intermediators. Previous studies have investigated influencers' own brands but there is still a knowledge gap between intention and behavior. LÄS MER