Consumers’ Online Brand-Related Activities (COBRAs) On Social Media: Consumer Gratifications and Brand Consequences.
International audience
Aesthetics as a Decisive and Motivational Factor for Online Training
In an increasingly competitive world, including that of online education and training, it is important to stand out from the crowd if one wants to attract learners, and therefore customers. Studies show the importance of a website’s credibility in influencing the intention to buy a service, while others show the impact of a teacher’s credibility on...
Towards a Holistic Understanding: Health Consciousness and Perceived Benefit in Consumer Choices of Hydroponic Products
Published in IOP Conference Series: Earth and Environmental Science
Hydroponic products have emerged as a popular choice, particularly among urban populations opting for healthy food alternatives. This study aims to investigate the impact of health consciousness and perceived benefits on the purchase intention of hydroponic products. Additionally, it explores the mediating role of perceived benefits, concerning the...
Satisfactory result of great saphenous vein endovenous laser ablation until below the knee on active venous leg ulcer: a...
Published in F1000Research
Background Globalization trends have compelled multinational companies to change their marketing approach from multi-domestic marketing to global marketing. This strategy has had a major impact on the branding of companies. Due to these efforts by international companies, there has been a negative impact on local brands. Strong local brands always ...
Role of Experiential Trust in E-Shopping Behaviour: An Emerging Market Perspective
Published in BIO Web of Conferences
Addressing the limited research on online shopping trust in the emerging e-market context, this study examined how online experience affects experiential trust, attitude, perceived risk, perceived usefulness, and purchase intention. Further, experiential trust was tested as a mediator between online experience and attitude, perceived risk, and perc...
An Empirical analysis of the effect of user behavior based on marketing sustainable fashion
User behavior has had a significant impact on the fashion sector's marketing strategy. Environmental knowledge, market attitude, social conditioning, and value perception worth all had a favorable influence on the buying, but market attitude had the significant impacts. This study used a decision-making model that encompassed cognition, emotive, an...
The Connected Drive : Navigating consumer minds through AI integration: Connected Vehicles (CVs) in Nordics
Digitalization has fundamentally changed the automotive industry, changing how vehicles are designed, made, and experienced by consumers. The purpose of this thesis is to identify various consumer perceptions that influence attitudes toward using Connected Vehicles (CVs) and purchase intention for Connected Vehicles (CVs), as well as to recognize t...
Analyzing the impact of brand resonance on consumer purchase intentions for fast moving consumer goods: an empirical stu...
In the dynamic and highly competitive landscape of the Fast-Moving Consumer Goods (FMCG) industry, a multitude of companies are in a constant race, each one striving to outdo the others. This paper aims to delve deeper into the role of brands within this context. It seeks to explore and understand the significance of brands and how they can be leve...
Augmented Reality: En boost för sminkindustrins kundrespons : En kvantitativ studie om Virtuella Provrum, Riskminimering...
Problematization: E-commerce has expanded rapidly and offers new business opportunities, but many consumers feel insecure when they cannot physically interact with the products. Augmented Reality (AR) is a way to improve product experiences and strengthen consumers' purchase intentions. However, there is a lack of analysis on how AR and the role of...
Attraktivitetens kraft inom influencer marketing : En kvantitativ studie om delade värderingar, gemensamma intressen och...
Forskningsfrågor: 1. Hur påverkar den upplevda attraktiviteten hos influencers köpintentionen hos deras följare? 2. Vilka faktorer i relationen mellan influencers och konsumenter leder till en ökad upplevd attraktivitet hos influencers? Syfte: Syftet med uppsatsen är att undersöka och få en djupare förståelse för vad som påverkar influencers upplev...
