Ing. Esra Kale
Master's thesis
Influencer marketing in circular economy
Influencer marketing in circular economy
Abstract:
This thesis aims to investigate the effectiveness of (Instagram) influencer marketing on Generation Z’s sustainable product buying behaviour. In the first part of the thesis, existing literature is reviewed regarding social media and influencer marketing, influencers, Instagram in the influencer marketing context, consumer buying behaviour, Generation Z, circular economy, sustainable products and sustainable …moreAbstract:
This thesis aims to investigate the effectiveness of (Instagram) influencer marketing on Generation Z’s sustainable product buying behaviour. In the first part of the thesis, existing literature is reviewed regarding social media and influencer marketing, influencers, Instagram in the influencer marketing context, consumer buying behaviour, Generation Z, circular economy, sustainable products and sustainable …more
Language used: English
Date on which the thesis was submitted / produced: 17. 5. 2021
Identifier:
https://is.muni.cz/th/q249l/
Thesis defence
- Date of defence: 25. 6. 2021
- Supervisor: doc. Ing. Alena Klapalová, Ph.D.
- Reader: Ing. Dušan Mladenović, Ph.D.
Citation record
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: Masarykova univerzita, Ekonomicko-správní fakultaMasaryk University
Faculty of Economics and AdministrationMaster programme / field:
Business Management / Business Management
Theses on a related topic
-
Consumer Buying Behaviour
Tanvi Raval -
Influencer effect on consumer buying behaviour in Turkey
Gulden Kuru Ipek -
Influence of social groups on consumer buying behaviour in Ghana
Juana Asamoah Buabeng -
The factors influencing consumer buying behaviour in Indian Civil Aviation Industry
Somya Bhatnagar -
Role of Culture in Consumer Buying Behavior
Ipek Cücük -
EVALUATION OF THE IMPACT OF ADVERTISEMENT ON CONSUMER BEHAVIOUR
Tej Vipul Gajjar -
Analyses of social media marketing across culture: Consumer Behaviour on Facebook between Cultures
Mohit Vaghjibhai Thumar -
Towards circular economy: analysis on how enterprises influence consumers through electronic marketing communications
Ngoc Vu Hong