Essays about: "Yimei Xie"
Found 2 essays containing the words Yimei Xie.
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1. Bigger is not always better - The Evergreen communication crisis
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : .... READ MORE
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2. Virtual influencers come to the rescue? A quantitative study exploring consumer purchase intentions based on their perceived credibility of virtual influencers, with the mediating role of taste leadership
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis purpose: The purpose of this research is to investigate the extent to which virtual influencers are perceived as credible sources of advertising and how their credibility attributes affect purchase intention among consumers. Specifically, this study aims to provide a deeper comprehension of this new influencer marketing phenomenon and to guide marketing managers in the understanding of consumer perceptions of virtual influencers. READ MORE
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