Essays about: "marketing impact ON CONSUMERS"
Showing result 11 - 15 of 262 essays containing the words marketing impact ON CONSUMERS.
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11. Influencer Whitelisting & Dark Posts : A Cross-generational Study on Consumers’ Perception and Trust in Social Media Advertisement
University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)Abstract : This paper investigates the perception of dark posts in influencer whitelisting (IWL) and their impact on consumers’ trust compared to other forms of sponsored content on social media. The study employed a mixed-methods approach involving a survey with open-ended questions to gather data from participants across different generational cohorts - GenZ, Millennials and Gen-X. READ MORE
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12. Does Brand Personality Beat Sustainability Claims?
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : Sustainability has been an inevitable topic globally and its importance is not expected to decline in the near future. Lately, sustainable options have taken a bigger proportion of the market share within the fashion industry. READ MORE
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13. Second hand + Online + Gen Z = TRUE : A quantitative study on the motivations behind second-hand shopping for clothes online
University essay from Umeå universitet/FöretagsekonomiAbstract : The environmental issues in the world are critical and sustainability becomes more important. There is a certain lack in the textile industry, where the production of clothes is responsible for water pollution, landfill waste and greenhouse gas emission. READ MORE
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14. Echoes of the past: A Qualitative Study on Personal and Historical Nostalgia and their Impact on Consumer Identity
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis Purpose: The purpose of this study is to explore young consumers' identity creation in the context of nostalgic consumption and marketing. The study seeks to deepen the understanding of how young consumers construct their identities by exploring the impact of two forms of nostalgia, personal and historical. READ MORE
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15. Sustainablility message appeals and deception in cleaning products : A study on trust of Emotional vs Rational sustainability appeals
University essay fromAbstract : In an increasingly environmentally conscious world, the creation of sustainable communication and marketing becomes crucial. Generally, young consumers are environmentally conscious and seek sustainable products while remaining wary of greenwashing and deceptive claims. READ MORE