Influencer marketing: What if everything revolves around the consumer’s self-esteem : A study about the purchasing behaviour of Swedish women in relation to influencer marketing
This thesis examines how female consumers’ self-esteem may impact an influencer’s ability to create a purchase through suggesting and testing a developed conceptual model. The Source credibility model, Similarity and Tie-strength were utilized as underlying theoretical frameworks. Five different ind...
| Main Authors: | , , |
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| Format: | Others |
| Language: | English |
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Högskolan i Jönköping, Internationella Handelshögskolan
2019
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-44077 |