Essays about: "Nadia Khan"

Found 1 essay containing the words Nadia Khan.

  1. 1. Game of Trust: Brand-generated content vs Consumer-generated advertising : A qualitative study of Arla Foods

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Emelie Cheng; Nadia Khan; [2017]
    Keywords : Social media advertising; Brand-generated content; Consumer-generated advertising; Trust; Purchase intention; Fast-moving consumer goods;

    Abstract : This thesis studies how trust in two different types of social media advertising, brand-generated content (BGC) and consumer-generated advertising (CGA), influence Millennials purchase intention towards brands in the fast-moving consumer goods (FMCG) industry. The phenomenon of CGA has caught researchers’ interest since it is believed to influence consumers’ purchase intention by affecting their trust in the advertising. READ MORE