The Role of Youtuber in the Consumer Decision Making Process – Sanzhar Sandybekov
Sanzhar Sandybekov
Bachelor's thesis
The Role of Youtuber in the Consumer Decision Making Process
Abstract:
The main objective of this work is to understand the positive effect of brand perception on consumers after watching YouTube reviews by social media influencers. The thesis consists of two parts. The first theoretical part provides an overview of consumer behaviour, its role in the consumer decision-making process, and how this theoretical background is used in the modern marketing communication process …viac
Jazyk práce: English
Datum vytvoření / odevzdání či podání práce: 14. 3. 2019
Obhajoba závěrečné práce
- Vedúci: Ing. Lenka Platilová Vorlíčková
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Instituce archivující a zpřístupňující práci: Česká zemědělská univerzita v Praze, Provozně ekonomická fakultaCzech University of Life Sciences Prague
Faculty of Economics and ManagementBachelor programme / odbor:
Economics and Management / Economics and Management
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