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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 …more
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 …more
 

Keywords

Influencer Marketing Instagram Generation Z Circular Economy Sustainable Products Consumer Buying Behaviour
 
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

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Institution archiving the thesis and making it accessible: Masarykova univerzita, Ekonomicko-správní fakulta
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