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 …more
Language used: English
Date on which the thesis was submitted / produced: 14. 3. 2019
Thesis defence
- Supervisor: Ing. Lenka Platilová Vorlíčková
Citation record
ISO 690-compliant citation record:
SANDYBEKOV, Sanzhar. \textit{The Role of Youtuber in the Consumer Decision Making Process}. Online. Bachelor's thesis. Praha: Czech University of Life Sciences Prague, Faculty of Economics and Management. 2019. Available from: https://theses.cz/id/0fvdbr/.
Full text of thesis
Contents of on-line thesis archive
Published in Theses:- světu
Other ways of accessing the text
Institution archiving the thesis and making it accessible: Česká zemědělská univerzita v Praze, Provozně ekonomická fakultaCzech University of Life Sciences Prague
Faculty of Economics and ManagementBachelor programme / field:
Economics and Management / Economics and Management
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