Essays about: "Aikaterini Gavrielatou"

Found 1 essay containing the words Aikaterini Gavrielatou.

  1. 1. The Social Media Influencer Effect on Consumers' Behavior : A qualitative study on macro social media influencers within the cosmetic industry

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Anca-Alexandra Raita; Aikaterini Gavrielatou; [2021]
    Keywords : macro social media influencer; consumer culture theory; consumer behavior; influence; community; experience; purchase tendency;

    Abstract : This thesis is aiming at investigating how macro social media influencers are affecting the consumer’s behavior of an individual within the cosmetic industry, with the outlined question: How do macro social media influencers affect consumers' behavior in the cosmetics industry? This thesis considers notions within community, social media influencers and consumers’ behavior field. An abductive qualitative research approach has been selected for this research, where data was gathered through individual semi-structured interviews, semi-structured focus groups, and semi-structured observations. READ MORE