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Showing result 1 - 5 of 14 essays matching the above criteria.

  1. 1. The determinants of Chinese consumers’ purchase intention regarding online-celebrity brand products

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : JIE CHEN; [2022]
    Keywords : Online celebrity; Brand; Purchase intention; Chinese consumers;

    Abstract : As the digital society, built up by the internet, gradually changes people's lives, online celebrities are emerging in China and have discovered the huge business opportunities of online platforms by establishing their own brands. Many brands created by Chinese online celebrities are increasingly popular among consumers, such as Li Ziqi and Taozi Sister. READ MORE

  3. 2. The Effects of Celebrity Endorsement Scandals on Purchase Intent : A quantitative study on Swedish Generation Z

    University essay from Mälardalens universitet/Akademin för ekonomi, samhälle och teknik

    Author : Emelie Meurling; Nelly Nordgren; [2022]
    Keywords : ;

    Abstract : Date: 2022-06-02 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Emelie Meurling (97/06/07), Nelly Nordgren (97/10/06) Title: The Effects of Celebrity Endorsement Scandals on Purchase Intent - A Quantitative study on Swedish Generation Z Supervisor: Konstantin Lampou Keywords: Celebrity endorsement, Scandal, Purchase intent, Generation Z, Attitudes Research questions: How does celebrity endorsement scandals affect Swedish Generation Zs’purchaseintent? Purpose: The purpose of this research was to provide an understanding of how generationZ’spurchase intent and attitudes are affected by celebrity endorsement scandals. Method: A cross-sectional quantitative research approach was adopted utilizingself-completed internet questionnaires. READ MORE

  4. 3. Discursive Construction of Chinese Women: Exploring the Multi-perception Discourses of the Reality Show Sisters Who Make Waves 

    University essay from Uppsala universitet/Institutionen för informatik och media

    Author : Liu Liming; [2021]
    Keywords : Chinese women; reality show; celebrity culture; digital labour; hybrid media system; Discourse-Historical Approach DHA ;

    Abstract : This study explores the discursive construction of Chinese women in the Chinese reality show Sisters Who Make Waves, with a special focus on the discursive shifts and their relevance to the wider discourse of and about Chinese women. The analysis is carried out on two levels: the discursive construction of Chinese women in the said reality show and its recontextualisation across other discourses including in the public sphere and semi-private opinions of Chinese women. READ MORE

  5. 4. How Chinese internet celebrity influences consumers’ attitude to purchase on E-commerce. : In the case of internet fashion celebrity Dayi Zhang

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Ying Li; Qian Cai; [2019]
    Keywords : Internet celebrity; Source credibility; Consumer attitude; Purchase intention;

    Abstract : Problem/Purpose: Internet celebrities have shown huge commercial value by operating their E-commerce in the Chinese market. This article aims to research How Chinese internet celebrity influences consumers’ attitude to purchase on E-commerce. READ MORE

  6. 5. Racial Performances On Social Media - A study of the Sweet Brown memes

    University essay from Malmö universitet/Fakulteten för kultur och samhälle (KS)

    Author : Simone Sevel-Sørensen; [2019]
    Keywords : Racial Performance; Internet memes; Minstrelsy; Digital Blackface; Internet Culture; Race; Representation;

    Abstract : Abstract:Social Media has become a powerful tool in several aspects. It can mobilize movements, rallying for social or political causes, and it can bring people together to share experiences or interest on a global platform. READ MORE