Essays about: "Xiaoyuan Cheng"

Found 2 essays containing the words Xiaoyuan Cheng.

1. 1. Examine the Impact of Attractiveness of Social Media Influencers on Douyin User Purchase Intentions: A Quantitative Study of Sportswear Industry

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Zehui Sun; Xiaoyuan Cheng; [2023]
   Keywords : Social media influencer; Influencer marketing; Source attractiveness; Consumer attitude; Purchase intention; Business and Economics;

   Abstract : Thesis purpose: The objective is to understand the impact of social media influencers’ familiarity, likeability and similarity on the purchase intention of Douyin users, particularly in the sportswear industry. Methodology: This study has utilised a quantitative method based on a positivist philosophical position, and followed a deductive approach. READ MORE

3. 2. Heritage luxury brands in millennial times

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Zehui Sun; Xiaoyuan Cheng; Tanja Sukaj; [2022]
   Keywords : Brand Heritage; Heritage Brands; Luxury Brands; Millennial; Business and Economics;

   Abstract : This study analyses millennial consumers' perceptions of luxury brands in order to help brand managers better leverage their brand heritage to develop brand strategies that are in line with market needs. A qualitative research design was used in order to understand the millennial cohort's understanding of heritage luxury brands. READ MORE