Essays about: "affect purchase intention"

Showing result 16 - 20 of 93 essays containing the words affect purchase intention.

1. 16. Fake Existence, Real Influence? : Computer Generated Imagery (CGI) Influencers' Impact on Consumers' Purchase Intentions

   University essay from Umeå universitet/Företagsekonomi

   Author : Mattias Arusell; Magdalena Pettersson; [2022]
   Keywords : CGI Influencer; Computer Generated Imagery Influencer; Virtual Influencer; AI Influencer; Social Media Influencer; Virtual Influencer Marketing; Influencer Marketing; Opinion Leadership; Parasocial Relationships; Purchase Intention;

   Abstract : In the light of the digitalization and the emergence of social media, the concept of influencer marketing has increased significantly in importance on a global scale and is now considered one of the most effective, powerful and cost-effective marketing tools for businesses in today’s society. Nevertheless, despite the effectiveness of influencer marketing, the growing worldwide marketing trend of Computer Generated Imagery (CGI) influencers, also described as human-like influencers, is currently revolutionizing today’s influencer marketing and is expected to become the new way of marketing from a future perspective. READ MORE

3. 17. Consumer’s Perception of Firm’s Responses to Apparent Environmental and Social Issues within the Fashion Industry : A quantitative study investigating the impact of CSR activities in the fashion industry on consumer perception and purchase intention.

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

   Author : Josefa Hofmann; Rena Ajalova; [2022]
   Keywords : Corporate Social Responsibility; Purchase Intent; Consumer Perception; Fashion Industry; Consumer Behavior; Firms´ Actions;

   Abstract : Research Question: How does the consumer perception of firm behavior towards environmental and social issues affect consumer purchase intention?   Purpose: The purpose of this study is to describe the perception consumers have developed about issues companies in the fashion industry are facing, the CSR activities they are implementing, and the effect these have on the consumer's purchase intent.  Method: The method applied in this empirical study is the quantitative research method with the utilization of an online questionnaire. READ MORE

4. 18. 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 institutionen

   Author : Louelle Tameu; Yimei Xie; [2022]
   Keywords : Virtual influencer; Influencer marketing; Source credibility; Taste leadership; Purchase intention; Business and Economics;

   Abstract : 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

5. 19. Stories in product descriptions - How advertising creativity in narrative advertising affects consumer responses

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Albert Bäckman; Eden Lev; [2022]
   Keywords : Narrative advertising; Advertising creativity; Product descriptions; Transportation theory; Product stories;

   Abstract : Narrative advertising, ads that contain events, characters, and a plot (Boller & Olson, 1991a) has become widely popular among marketers. Simultaneously, advertising creativity, known as how original or relevant an ad is (Rosengren, Eisend, Koslow, & Dahlen, 2020), has been said to be the most important tool in a marketer's arsenal (Reid, King, & Delorme, 1998). READ MORE

6. 20. Cosmetics gone green : A quantitative experimental study on green promotional cues and consumers’ purchase intention

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Therese Genovese; Charlotte Green; [2021]
   Keywords : green promotion; intrinsic cues; extrinsic cues; theory of planned behavior; ingredients; formula; packaging; brand; green cosmetic products; consumer behavior; purchase intention;

   Abstract : In the context of the world's increasing environmental challenges and the rise of green consumerism, promoting sustainable consumer behavior is more important than ever. This study aims at extending the understanding of consumers' purchase  intention of  environmentally friendly cosmetic products. READ MORE