Purpose: This study aims to explain the effects of hedonic motivation and emotions, triggered by social media influencers' monetary sales promotions on consumers' impulse buying online. The interest lies in how these, in turn, affect consumers' impulsive buying behavior. Previous research recommends additional quantitative research on sales promotions and influencers, and others propose more research to fill the gap on influencers' impact on society. As a result, monetary sales promotions will encourage consumers to buy unplanned purchases. Hedonic motivation and emotions initiate each other and are fulfilled through consumers' need to act. 2022 (English) Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE credits Student thesis Abstract īackground: Social media influencers provide their followers with different monetary sales promotions to increase purchases by the brands they endorse.
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