Essays about: "Maria Gómez Macías"

Found 1 essay containing the words Maria Gómez Macías.

  1. 1. Instagram as a mirror : A study on how identification based on homophily impacts followers’ purchase intention on Instagram

    University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Author : Maria Gómez Macías; Chonlatorn Rungsaridworakarn; [2018]
    Keywords : Instagram; Instagram influencer; Identification; Homophily; Purchase intention; Information adoption; Qualitative thematic analysis.;

    Abstract : Purpose: This thesis aims to research how homophily affects followers/consumers’ attitudes towards Instagram fashion influencers. In particular, the purpose is to investigate if the perceived level of identification (evaluated according the homophily variables and types of identification) between followers/consumers and fashion influencers is one of the drivers behind followers/consumers’ engagement on Instagram. READ MORE