Essays about: "svante Östholm"

Found 1 essay containing the words svante Östholm.

  1. 1. Social Media Made Me Buy It : A qualitative study on how consumers decision- making process gets affected by social media advertising exposure in the evaluation stage of the EBM model when purchasing fashion items.

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Clara Sundqvist; Svante Östholm; [2022]
    Keywords : Social Media; Consumer Behaviour; Advertising Exposure; Purchasing Decision; EBM model;

    Abstract : This thesis was conducted to better understand how consumers in Sweden are affectedin the evaluation stage of the EBM model in the context of social media advertisingexposure within the fashion industry and further to identify what factors are importantfor consumers when evaluating different options and see what type of advertisementthat is preferred. The thesis was conducted using a qualitative approach and datacollection consisted of conducting 25 in-depth semi-structured interviews withconsumers representing different parts of Sweden and 2 expert interviews to betterunderstand the retailer's perspective. READ MORE