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About Social Media Influencers - Why We Cannot Ignore Them
This bachelor's thesis explores how consumers perceive the influence of social media influencers during the different stages of the purchase decision process. The author conducted a qualitative study through focus groups to gather consumers' perceptions. The findings show that social media influencers' ability to provide content, expertise, attractiveness, social identity and trust influence consumers in each stage of the purchase decision process. The study provides implications for companies using influencer marketing by helping them better understand how influencers affect consumer decision making.
Detailed Information
| Author: | ['Ana'] |
|---|---|
| Publication Year: | 2020 |
| Pages: | 82 |
| Language: | English |
| Format: | |
| Price: | FREE |
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