The Impact Of Instagram Micro Influencers On The Buying Decision Of Generation Z Towards Fitness Products

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The Impact of Instagram Micro-Influencers on the Buying Decision of Generation Z towards Fitness Products

Author :
Publisher : GRIN Verlag
ISBN 13 : 3346762653
Total Pages : 62 pages
Book Rating : 4.3/5 (467 download)

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Book Synopsis The Impact of Instagram Micro-Influencers on the Buying Decision of Generation Z towards Fitness Products by :

Download or read book The Impact of Instagram Micro-Influencers on the Buying Decision of Generation Z towards Fitness Products written by and published by GRIN Verlag. This book was released on 2022-11-15 with total page 62 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, Reutlingen University (ESB Business School), language: English, abstract: With fitness being a huge topic over the last couple of years, many fitness brands started collaborating with fitness-influencers on social media platforms. Especially micro-influencers on Instagram have gained attention in the previous years since they show high engagement rates and are perceived as credible sources of information. Particularly for young consumers, micro-influencer marketing has turned out to be an effective and contemporary brand communication strategy. The present bachelor thesis gives an overview of the effects of Instagram micro-influencers on the buying decision. Here, the impact on Generation Z towards fitness products was examined with an extensive literature review and a quantitative study in the form of an online survey. With the results of the study, insights on the relationship between fitness-related micro-influencers and Generation Z ́s buying decision could be gained. Although social media and fitness-related micro-influencers play an essential part in the worldwide growth of the fitness industry, there is a dearth of research about their relationship with the buying decision of consumers. Especially for product managers in the health and fitness industry, it can be beneficial to understand these connections to better leverage influencer dynamics in their social media strategies. Moreover, there is a lack of studies focussing on the implications of these micro-influencers on Generation Z specifically. Generation Z consumers are the most digital and most reliant in terms of influencer recommendations. As emerging adults in their developmental stage, they can still be influenced in terms of their fitness habits. Therefore, brands and businesses in the fitness sectors can profit from understanding their buying behavior, which allows them to adapt their influencer marketing campaigns accordingly. Finally, it cannot be disregarded that fitness is an issue that people will always be concerned with since it strongly affects their well-being. Against this background, this study aims to approach the following research question: How do micro-influencers on Instagram affect the purchasing decision of Generation Z towards fitness products?

Fitness Influencers. Impact on Purchase Intentions and Attitudes of Instagram Users

Author : Ben Schiefer
Publisher : GRIN Verlag
ISBN 13 : 3346843823
Total Pages : 108 pages
Book Rating : 4.3/5 (468 download)

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Book Synopsis Fitness Influencers. Impact on Purchase Intentions and Attitudes of Instagram Users by : Ben Schiefer

Download or read book Fitness Influencers. Impact on Purchase Intentions and Attitudes of Instagram Users written by Ben Schiefer and published by GRIN Verlag. This book was released on 2023-03-27 with total page 108 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2018 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,3, Berlin School of Economics and Law, language: English, abstract: This master thesis empirically assesses the impact of the fit between digital fitness influencers and promoted brands on attitudes and purchase intentions of Instagram users. The study identifies attitudes toward source – both source credibility and source trustworthiness, attitudes towards ads and attitudes towards brands as important constructs to measure the advertising impact on attitudes. Based on a review of the existing literature regarding digital influencers and the concept 'fit', an experiment with two conditions was conducted via independent online surveys. They were carried out to members of online fitness forums and communities and fitness groups on social network sites. Data collected from 109 respondents in survey A and 110 in survey B was analyzed and tested using unpaired 2-sided tests. The empirical study reveals the relevance of influencer-/brand fit. The results confirm that the impact on all tested constructs is significantly more positive for the test group exposed to the survey including a post of a digital fitness influencer with a high perceived influencer-/brand. The findings require further confirmation in other settings and industry sectors before they can be generalized, but offer helpful new insights to better allocate efforts and resources to effectively manage the collaboration with digital influencers. A high influencer-/brand fit serves as a key driver for advertising effectiveness of influencer marketing.

The Influence of Instagram Marketing on Generation Z’s Attitudes Towards Brands

Author : Barisic Anabel
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (143 download)

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Book Synopsis The Influence of Instagram Marketing on Generation Z’s Attitudes Towards Brands by : Barisic Anabel

Download or read book The Influence of Instagram Marketing on Generation Z’s Attitudes Towards Brands written by Barisic Anabel and published by . This book was released on with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Generation Z is taking up 56% of the world's daily internet activity, with most of it going on social media. They are the newest working force, meaning they are starting to manage their own money, and over 70% of them use Instagram daily, which inspired this research paper to find out how Generation Z perceives brands on Instagram, what their attitude is towards brands using Instagram as a marketing tool, and how it affected their spending habits. Qualitative research was conducted on 10 Gen Z active Instagram users, and the findings from interviews and focus group were analyzed in a thematic way. The research conducted showed that they mainly notice influencers and paid ads,but influencers will have a bigger impact on their buying decision. These findings will help brands target this generation better, which will ultimately leave Gen Z with a higher satisfaction rate as well.

Digital Marketing

Author : Annmarie Hanlon
Publisher : SAGE
ISBN 13 : 1529786428
Total Pages : 582 pages
Book Rating : 4.5/5 (297 download)

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Book Synopsis Digital Marketing by : Annmarie Hanlon

Download or read book Digital Marketing written by Annmarie Hanlon and published by SAGE. This book was released on 2021-12-15 with total page 582 pages. Available in PDF, EPUB and Kindle. Book excerpt: An unbiased, balanced guide to all aspects of digital marketing, from social media, mobile and VR marketing to objectives, metrics and analytics. Covering all aspects of digital marketing planning and the latest models, the book also offers a range of tools to help implement your own digital marketing plans and strategies. The second edition has been expanded to include new discussions and research on areas including digital privacy, types of influencers, social listening and the gig economy. Key features: Supported by case examples from 28 global companies and brands including IKEA, Uber, Klarna and TikTok. A brand-new case study on Strava runs throughout the book to help you apply what you’ve learnt to real-world scenarios. ‘Ethical Insight’ boxes provide a reflective and challenging look at social issues and the negative side of marketing. ‘Digital Tool’ boxes introduce professional tools, such as ‘Spot the Troll’, Hootsuite and Padlet. The ‘Smartphone Sixty Seconds’ feature provides super-quick online activities using needing only your phone. Includes a new ‘Journal of Note’ feature in each chapter, to direct you to a key source of further reading. Worked digital marketing plan. Complimented by online resources, including PowerPoint slides, and Instructor’s Manual, quizzes, recommended video links and free SAGE Journal articles. Suitable for digital and e-marketing courses at all levels, as well as professional courses for anyone interested in gaining a holistic understanding of digital marketing.

Instagram's impact on Generation Z. Does a professional Instagram account influence the decision-making process?

Author : Maria Priller
Publisher : GRIN Verlag
ISBN 13 : 3668999163
Total Pages : 104 pages
Book Rating : 4.6/5 (689 download)

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Book Synopsis Instagram's impact on Generation Z. Does a professional Instagram account influence the decision-making process? by : Maria Priller

Download or read book Instagram's impact on Generation Z. Does a professional Instagram account influence the decision-making process? written by Maria Priller and published by GRIN Verlag. This book was released on 2019-08-13 with total page 104 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2019 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 2, University of applied sciences (Tourism & Leisure Management), language: English, abstract: The main objective of this master thesis is to investigate whether Instagram has an impact on Generation Z’s decision-making behaviour when choosing an Austrian spa facility. According to the determined research questions, this thesis aims to examine as well to what extent a professional Instagram account has an impact on the decision-making process, what the motivations are to use Instagram regarding a wellness stay and how Generation Z perceives the Austrian spa industry. In addition, recommendations for an enhanced Instagram performance for Austrian spa’s will be given. For the secondary research, relevant books, articles, journals, studies and websites have been used. To answer the research questions properly, a quantitative research method in the form of an online questionnaire according to the expectation, motivation and attitude model was applied.

Micro-influencers' Impact on Engagement Levels for Fashion Retail Brands on Instagram

Author : Marilia Quiterio Capeli
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (11 download)

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Book Synopsis Micro-influencers' Impact on Engagement Levels for Fashion Retail Brands on Instagram by : Marilia Quiterio Capeli

Download or read book Micro-influencers' Impact on Engagement Levels for Fashion Retail Brands on Instagram written by Marilia Quiterio Capeli and published by . This book was released on 2019 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: With the increase of social media usage and its relevance for the millennial generation, social media influencers rise as credible sources who influence their followers purchase behaviors. Micro-influencers have up to 400,00 followers and fashion brands are constantly collaborating with them to generate brand awareness. The purpose of this study is to analyze how micro-influencers impact engagement levels on fashion retail brands' accounts on Instagram and what common visual patterns the posts with higher levels of engagement present. A sample of 817 posts from three different brands were analyzed to provide insight in what kind of posts generates higher engagement levels: motivational posts, product posts, model/catalog, micro-influencer, influencer, or none of the above. A content analysis was conducted and after all the posts were coded, the top 100 with the highest engagement levels were submitted to a frame analysis so common patterns and themes could be recognized among the top engagement posts.

Celebrity, Social Media Influencers and Brand Performance

Author : Saloomeh Tabari
Publisher : Springer Nature
ISBN 13 : 3031635167
Total Pages : 227 pages
Book Rating : 4.0/5 (316 download)

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Book Synopsis Celebrity, Social Media Influencers and Brand Performance by : Saloomeh Tabari

Download or read book Celebrity, Social Media Influencers and Brand Performance written by Saloomeh Tabari and published by Springer Nature. This book was released on with total page 227 pages. Available in PDF, EPUB and Kindle. Book excerpt:

The Science of Influencer Marketing

Author : Nathan Sanahuja
Publisher : Omega Publishers
ISBN 13 :
Total Pages : 27 pages
Book Rating : 4./5 ( download)

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Book Synopsis The Science of Influencer Marketing by : Nathan Sanahuja

Download or read book The Science of Influencer Marketing written by Nathan Sanahuja and published by Omega Publishers. This book was released on 2020-03-09 with total page 27 pages. Available in PDF, EPUB and Kindle. Book excerpt: Influencer marketing is a key component of online marketing and the many ways that businesses can reach their target audience on social media. It is not surprising that a lot of people naturally assume that influencers are celebrities and only celebrities can influence effectively, but that is far from the truth. As a matter of fact, most influencers are everyday people who are just as likely to be your neighbor as they are to be your colleague at work. It is true that influencer marketing draws from celebrity culture, but it builds on that as part of a holistic marketing campaign that is highly dependent on content in different forms. Every month, the data shows there are more people who are joining social media platforms which means the audience is increasing and the number of viable prospects also are potentially experiencing an increase. In all of it, the most expensive currency which everyone is scampering for is attention. How can I present myself/my brand in a way that the audience stops long enough to engage with my content? For all intent and purposes, influencer marketing is here to stay. In order to maximize the huge opportunity that it presents to individuals and brands, it is important first to understand the science behind it and then tailor it in a way that serves you and helps you reach your goals.

The Power of Personal Connections in Micro-Influencer Marketing

Author : Michael Gerlich
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (14 download)

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Book Synopsis The Power of Personal Connections in Micro-Influencer Marketing by : Michael Gerlich

Download or read book The Power of Personal Connections in Micro-Influencer Marketing written by Michael Gerlich and published by . This book was released on 2023 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the wake of the COVID-19 pandemic, influencer marketing has snowballed into a big phenomenon when businesses around the world are trying to use influencers to promote their products and services. However, even though influencer marketing is a craze in the market, the engagement rate and conversion rates of micro-influencers with a smaller size of followers are higher than that of celebrities and mega influencers. It is important to understand the reasons why certain influencers are successful and others are not. Past research mainly focuses on micro-influencers as one group but does not differentiate between micro-influencers who are known personally by their followers and those who are not personally known.This is important as consumers are skeptical towards the product promotion not only of mega-influencers because they believe that influencers, in general, are using their base of followers to promote a product or service for money and fame. Therefore, consumers trust the words and opinions of micro-influencers, who provide information based on their own experience and expertise. It is worth investigating the underlying reason for the success of these micro and nano influencers. Is it the personal connection with the follower? Is it the engagement rate and the choice of products and recommendations? These are some of the points that have been investigated in this research. The objective of this research paper was to explore if followers who share a relationship with or know the micro-influencers personally make their purchase decisions based on the recommendations provided by the influencers. The research findings highlighted that when micro-influencers are known to their followers on a personal level, they wield more persuasive power over their followers.

Internet and Surveillance

Author : Christian Fuchs
Publisher : Routledge
ISBN 13 : 1136655271
Total Pages : 354 pages
Book Rating : 4.1/5 (366 download)

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Book Synopsis Internet and Surveillance by : Christian Fuchs

Download or read book Internet and Surveillance written by Christian Fuchs and published by Routledge. This book was released on 2013-06-17 with total page 354 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Internet has been transformed in the past years from a system primarily oriented on information provision into a medium for communication and community-building. The notion of “Web 2.0”, social software, and social networking sites such as Facebook, Twitter and MySpace have emerged in this context. With such platforms comes the massive provision and storage of personal data that are systematically evaluated, marketed, and used for targeting users with advertising. In a world of global economic competition, economic crisis, and fear of terrorism after 9/11, both corporations and state institutions have a growing interest in accessing this personal data. Here, contributors explore this changing landscape by addressing topics such as commercial data collection by advertising, consumer sites and interactive media; self-disclosure in the social web; surveillance of file-sharers; privacy in the age of the internet; civil watch-surveillance on social networking sites; and networked interactive surveillance in transnational space. This book is a result of a research action launched by the intergovernmental network COST (European Cooperation in Science and Technology).

Digital and Social Media Marketing

Author : Nripendra P. Rana
Publisher : Springer Nature
ISBN 13 : 3030243745
Total Pages : 337 pages
Book Rating : 4.0/5 (32 download)

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Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Impact of Influencer Marketing on Young Women's Customer Experience on Cosmetic Products

Author : Jule Prescher
Publisher : GRIN Verlag
ISBN 13 : 334688581X
Total Pages : 169 pages
Book Rating : 4.3/5 (468 download)

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Book Synopsis Impact of Influencer Marketing on Young Women's Customer Experience on Cosmetic Products by : Jule Prescher

Download or read book Impact of Influencer Marketing on Young Women's Customer Experience on Cosmetic Products written by Jule Prescher and published by GRIN Verlag. This book was released on 2023-06-06 with total page 169 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2023 in the subject Communications - Multimedia, Internet, New Technologies, grade: 1,3, University of applied sciences, Cologne, language: English, abstract: This thesis aims to realize how influencer marketing performs and its impact on the Cx. Therefore, the research addresses the following questions: How powerful are influencers these days? What is different about influencer marketing, and why is it a successful strategy? How do people perceive information shared by influencers, and which factors are decisive for potential customers to purchase products advertised by influencers? What impact does an influencer have on the overall Cx? The internet has been fully integrated into people's daily lives worldwide over the past years. The percentage of the world's population with access to the internet has doubled from 32% in 2011 to 63% in 2021. 90% of people from developed countries access the internet in 2021. At the same time, the number of social network users is increasing. These networks have the purpose of connecting with friends. In 2022, 5 billion people have access to the internet worldwide, and 4.7 billion people use social media (SM). Ultimately, 93% of those with internet access own at least one SM account, that is more than half the population worldwide. Through time, companies found new marketing strategies which reached active people on SM. These platforms are necessary to reach Generation Z, people born in the late 1990s. They are different and cannot be reached in the same way as they watch Netflix instead of TV or listen to Spotify instead of the radio, for example. Influencer marketing became a $10 billion industry in 2020. Influencers share their lives on SM networks. Due to their high reach, they receive offers from companies for cooperation. Influencers' followers admire and trust their recommendations due to their personal and authentic representation. While advertising products, influencers show how to use them, where to buy them, and give their opinion. For higher sales, influencers often receive promo codes for a discount or free products for each order.

Brand Admiration

Author : C. Whan Park
Publisher : John Wiley & Sons
ISBN 13 : 1119308070
Total Pages : 292 pages
Book Rating : 4.1/5 (193 download)

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Book Synopsis Brand Admiration by : C. Whan Park

Download or read book Brand Admiration written by C. Whan Park and published by John Wiley & Sons. This book was released on 2016-09-16 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.

Micro-Influencers - A Complete Guide on How to Create Brand Awareness and Get Traffic Through Micro-Influencers on Instagram

Author : Marcel Marculescu
Publisher :
ISBN 13 :
Total Pages : 116 pages
Book Rating : 4.6/5 (548 download)

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Book Synopsis Micro-Influencers - A Complete Guide on How to Create Brand Awareness and Get Traffic Through Micro-Influencers on Instagram by : Marcel Marculescu

Download or read book Micro-Influencers - A Complete Guide on How to Create Brand Awareness and Get Traffic Through Micro-Influencers on Instagram written by Marcel Marculescu and published by . This book was released on 2020-06-17 with total page 116 pages. Available in PDF, EPUB and Kindle. Book excerpt: Instagram has become the top platform for brands to engage with followers that are willing to buy. It's a great place to share your business, upload product photos, connect with engaged followers, and boost your ROI. Want an "unfair advantage" with your marketing? Would more, better-engaged traffic help grow your business? How to build a real, loyal audience of followers? Do you sometimes get overwhelmed by the thought of creating photos or videos... but know it's something you have to do if you really want to succeed? Your followers can do that for you! If so, then you're going to LOVE the Micro-Influencers Book that's changing social media marketing for good! Here's the TRUTH: What do all the entrepreneurs, sales pros, and business owners that're killing it online have in common? They all do Social Media marketing. Not just that, they do it strategically. From small, local businesses...all the way up to the giants. We've tested tons of strategies and invested a lot of money into this ... and ended up getting the best out of Micro-Influencers. It took us a long, long time to figure this out. The best video and photo content comes from your end-customer ... and the best way to get in contact with them is via Social Media. You don't have to pay for any Ads! This book is for you if: You are an Agency and what to promote other brands You are an eCommerce seller and want to grow your brand You want to discover how to get authentic followers on Instagram You want to discover how to get authentic photos/videos for your product You want to discover how to become a Social Media Marketer You want to know how to build a powerful Instagram business account Find out how to get any product promoted without paying for Ads Find out how to build an attractive Instagram profile Find out how to get in touch with Micro-Influencers and feature your product without paying anything Find out IGTV Secrets

Instagram Influencers

Author : Morgan Neal
Publisher :
ISBN 13 :
Total Pages : 58 pages
Book Rating : 4.:/5 (15 download)

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Book Synopsis Instagram Influencers by : Morgan Neal

Download or read book Instagram Influencers written by Morgan Neal and published by . This book was released on 2017 with total page 58 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Instagram influencer marketing is one of the fastest growing trends in advertising. Part of what makes influencers so powerful is their ability to foster parasocial relationships with their followers. But does this relationship change when an influencer becomes affiliated with brands? This study assessed how brand promotions affect follower engagement with influencer posts through the lens of source credibility theory. A quantitative content analysis was performed on 100 fitness influencer posts and their comments (N = 7,716) to determine if followers interact differently with sponsored and organic posts. Significant differences in follower engagement and sentiments were found between sponsored and organic content. The researcher also conducted interviews with ten Instagram fitness influencers and found that influencers notice these effects and take steps to mediate them. These findings can benefit influencers and brand managers by providing them with some best practices for keeping engagement up during influencer campaigns. It also provides us with a greater understanding of the power of online communities and their influence on consumer opinion."--Abstract.

The Impact of User-generated Content on Consumer Buying Behavior of Generation Z on TikTok: An Analysis of the Skincare Industry in Austria

Download The Impact of User-generated Content on Consumer Buying Behavior of Generation Z on TikTok: An Analysis of the Skincare Industry in Austria PDF Online Free

Author : Laman Salimova
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (143 download)

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Book Synopsis The Impact of User-generated Content on Consumer Buying Behavior of Generation Z on TikTok: An Analysis of the Skincare Industry in Austria by : Laman Salimova

Download or read book The Impact of User-generated Content on Consumer Buying Behavior of Generation Z on TikTok: An Analysis of the Skincare Industry in Austria written by Laman Salimova and published by . This book was released on 2018 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Purpose: This study aims to determine the impact of user-generated content (UGC) in TikTok on consumer buying of skincare products among Austrian Generation Z consumers.Problem statement: The research investigates how TikTok’s UGC impacts these young consumers'decision-making process and preferences, identifying key factors that drive their skincare product choices.Design/Methodology/Approach: A qualitative method was utilized, which included nine participants of the Austrian Generation Z who were interviewed with the semi-structured approach to gain deep insights regarding their purchasing decisions of skincare products on TikTok based on the user-generated content.Findings: The study findings have concluded that user-generated content on TikTok has a notable influence on skincare purchasing decisions among Austrian Generation Z consumers. This demographic places high value on the genuineness and credibility of UGC, perceiving it as more authentic compared to traditional marketing.Practical implications: This thesis provides marketers with valuable insights for developing impactful strategies on TikTok to engage with the Austrian Generation Z audience. This study also helps to understand the dynamics of this generation's engagement with user-generated content and what are their primary decisions in the skincare sector

Strategic Corporate Communication in the Digital Age

Author : Mark Anthony Camilleri
Publisher : Emerald Group Publishing
ISBN 13 : 1800712669
Total Pages : 206 pages
Book Rating : 4.8/5 (7 download)

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Book Synopsis Strategic Corporate Communication in the Digital Age by : Mark Anthony Camilleri

Download or read book Strategic Corporate Communication in the Digital Age written by Mark Anthony Camilleri and published by Emerald Group Publishing. This book was released on 2021-02-19 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Corporate Communication in the Digital Age explores how contemporary communication approaches are crossing boundaries as innovative media formats and digital transformations offer new challenges and opportunities to academia and practitioners.