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The Impact of Social Media Influencers and Followers' Attributes on WOM and Patronage: A Lesson From Qatari Market
(Science in Marketing, 2020 , Master Thesis)
With the rise of social media and the increase in the amount of time individuals spend online, firms need to know how to incorporate social media in their marketing to maximize their brand reach and engage with the right ...
Color Roles in Apparel Purchase Intentions of Female Consumers: The Moderating Effect of Buyer Personality
(Science in Marketing, 2020 , Master Thesis)
Motivated by the paucity of research on the application of color in marketing, the study evaluates the effect of color dimensions on purchase intentions of Croatian female consumers of apparel, along with the moderating ...