Influencer marketing in circular economy – Ing. Esra Kale
Ing. Esra Kale
Master's thesis
Influencer marketing in circular economy
Influencer marketing in circular economy
Anotácia:
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 …viacAbstract:
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 …viac
Jazyk práce: English
Datum vytvoření / odevzdání či podání práce: 17. 5. 2021
Identifikátor:
https://is.muni.cz/th/q249l/
Obhajoba závěrečné práce
- Obhajoba proběhla 25. 6. 2021
- Vedúci: doc. Ing. Alena Klapalová, Ph.D.
- Oponent: Ing. Dušan Mladenović, Ph.D.
Citační záznam
Plný text práce
Obsah online archivu závěrečné práce
Zveřejněno v Theses:- světu
Jak jinak získat přístup k textu
Instituce archivující a zpřístupňující práci: Masarykova univerzita, Ekonomicko-správní fakultaMasaryk University
Faculty of Economics and AdministrationMaster programme / odbor:
Business Management / Business Management
Práce na příbuzné téma
-
Influence of social groups on consumer buying behaviour in Ghana
Juana Asamoah Buabeng -
Influencer effect on consumer buying behaviour in Turkey
Gulden Kuru Ipek -
The factors influencing consumer buying behaviour in Indian Civil Aviation Industry
Somya Bhatnagar -
The influence of marketing stimuli on consumer (purchasing) behaviour in times of COVID-19. A comparative study on personality types and the context of subcultures.
Robin Dekker -
Towards circular economy: analysis on how enterprises influence consumers through electronic marketing communications
Ngoc Vu Hong -
Cirkulární ekonomika a marketing
Senta Brunerová -
Zelený marketing v odevnom priemysle a jeho vplyv na zákaznícke rozhodovanie
Eva Švecová -
Exploring the impact of TikTok and Instagram marketing on generation Z cosmetics female consumers in the Czech Republic
Olha Vasylchenko