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The Effects Of Social Media Influencer Attributes On Collaborating Brand Credibility And Advocacy
(Marketing, 2019 , Master Thesis)
This thesis investigates different characteristics and dimensions related to social media influencers that might affect some brand outcomes after being endorsed by /collaborating with the influencer in brand communications. ...
Examining The Effects Of Parasocial Interaction And Identification With Social Media Influencers On Collaborating Brands
(Marketing, 2019 , Master Thesis)
The thesis explores the phenomenon of social media influencers, reveal their distinctive features, explain how followers develop relationships with them and clarify how and why a cooperation with influencers could be ...
The Effect Of Message Lexical Concreteness On Customer Inspiration: The Moderating Roles Of Product Category And Regulatory Focus
(Marketing, 2019 , Master Thesis)
The concept of customer inspiration has only recently been conceptualized in marketing. This thesis examines the impact of marketing communication on customer inspiration. More specifically, it attempts to ascertain whether ...
VALUE BEHIND SAVING AND REUSING SHOPPING BAGS
(Marketing, 2019 , Master Thesis)
The behavior associated with saving and reusing shopping bags has been heavily researched in the context of environmental studies. However, few studies have examined this behavior from the perspective of consumer behavior. ...