As social media platforms, such as Instagram, continue to expand and evolve, fashion brands also have to change and adapt to reach its consumers. Influencer marketing is a relatively new marketing strategy that came up in the course of the growing popularity of social media. Macro- and micro-influencers …

This research paper is conducted in association with Gamebasics to identify the effects of Social media marketing activities of OSM, and to evaluate the influence of those marketing activities on customer equity and purchase intention. Gamebasics is the game developer behind Online Soccer Manager, one …

The purpose of this dissertation is to analyse purchase intention between citizens in the Netherlands with a Dutch or Chinese background between 18 and 60 years of age. Prior to this, it is necessary to investigate cultural differences by using the cultural dimensions of Hofstede. Cultural characteristics …

This study aims to shed more light on the question whether, and under what circumstances, valence affects consumers' intention to buy a product after reading an online review. We hypothesize that receiver expertise could possibly moderate (a) the impact of review valence on consumers' purchase intentions, …

The history has shown that the economy has impeccable impact on the fashion industry and despite it is not visible to everyone, the current impact of the recession on the fashion industry is clearly present. Clothes with disposable prices are loosing their appeal with uncertain incomes. The consumer …

This study is conducted in order to recommend companies within the technological industry in which circumstances in-store product demonstrations are most beneficial to use. This recommendation is obtained through examining the uses and effects of in-store product demonstrations on the purchase behaviour …

Getting more people on a bicycle in Cape Town is what BEN wants. Especially people who travel by car, public transport or by foot. If more people start cycling in Cape Town BEN will get a stronger position in convincing the province and get them to make Cape Town cycle-friendlier. Target BEN wants to …