Essays about: "electronic brands"

Showing result 1 - 5 of 33 essays containing the words electronic brands.

1. 1. Full Disclosure: Demystifying craftwork and (re-)enchanting craft consumption

   University essay from Göteborgs universitet/Graduate School

   Author : Brett Smith; [2023-07-03]
   Keywords : Demystification; Enchantment; Craftwork; Transparency; Music Production; Live Streaming;

   Abstract : This paper elucidates the relationship between demystification and enchantment in craftwork. Compared to mystification, demystification has received little attention in marketing research to understand how brands can foster transparency in a way that captivates and enchants consumers. READ MORE

3. 2. A study on the association of firm-generated content on Instagram, affective customer engagement, and positive electronic word of mouth: Evidence from food industry of Pakistan

   University essay from Högskolan i Gävle/Avdelningen för ekonomi

   Author : Muhammad Usman Anwar; Usman Younis; [2023]
   Keywords : Firm generated content; Affective customer engagement; Perceived enjoyment; Perceived originality; Positive electronic word of mouth;

   Abstract : In marketing literature, the consumer engagement concept has gained the significant attention of researchers. Based on the stimuli-organism-response (S-O-R) framework, current research proposed to analyze the association between consumers' perception of characteristics of firm-generated content (FGC) on Instagram and positive electronic word of mouth by consumers through affective consumer engagement. READ MORE

4. 3. Can I count on online reviews? : A qualitative study on customers’ trust of electronic word-of-mouth through online reviews on fast-fashion websites among millennials in France.

   University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

   Author : Nofriyani Eka Deboris S; Meggane Pech; [2023]
   Keywords : Online reviews; electronic word-of-mouth eWOM ; trust; information asymmetry; fast fashion; and millennials.;

   Abstract : This thesis is situated in the research field of electronic commerce, specifically the aspect of fast fashion brands. This has drawn consumer interest because they find struggles when shopping for clothes online due to their inability to try the product before purchasing from sellers, which tends to result in information asymmetry. READ MORE

5. 4. TikTok Made Me Buy It : Influencer Marketing on TikTok: What Affects Swedish Consumers' Purchase Intentions?

   University essay from Jönköping University

   Author : Johanna Nilsson; Filippa Nilsson; Ellen Johansson; [2023]
   Keywords : Influencer marketing; Social media marketing; Electronic Word-of-Mouth; Consumer behavior; Purchase intention; TikTok marketing.;

   Abstract : This study investigates the impact of trustworthiness, perceived expertise, and parasocial relationships on Swedish consumers' purchase intentions on TikTok, focusing on influencer marketing. The problem addressed in this study is the lack of understanding of consumer behavior on TikTok in the context of influencer marketing. READ MORE

6. 5. More Than Skin Deep : An Investigation of Consumer Behavior Toward Green Skincare Products in the European Context

   University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

   Author : Dana Szalaiova; Mark Vidrinskas; [2023]
   Keywords : Skincare; green skincare; sustainable skincare; environmentally friendly skincare; Green Purchase Intention; Theory of Planned Behavior; Attitude; Subjective Norm; Perceived Behavioral Control; Environmental Concern; Environmental Knowledge; Health Concern; Injunctive Norm; Descriptive Norm; Electronic Word-of-Mouth; Price Sensitivity; Availability; Perceived Consumer Effectiveness;

   Abstract : This bachelor’s thesis is a quantitative study examining the factors influencing the Green Purchase Intention of (green) skincare among European consumers. The underpinning theory for this paper was the Theory of Planned Behavior and its influencing constructs such as Attitude, Subjective Norm, and Perceived Behavioral Control, as well as various selected determinants such as Environmental Concern, Environmental Knowledge, Health Concern, Injunctive Norm, Descriptive Norm, Electronic Word-of-Mouth, Price Sensitivity, Availability, and Perceived Consumer Effectiveness. READ MORE