Background: Celebrity endorsements is a marketing strategy that has been long used bymarketers to strengthen brands' reputations. Nowadays, due to the fast growth of socialmedia, number of people using social media increase day-by-day. Hence, the use of digitalplatforms as marketing channel has increasing. Plus, a changing shift from traditionalcelebrity endorsement to influencer marketing has also been observed whereby well-knownsocial media users are employed by brands to promote their products. Those people areknown as social media influencers (SMIs) and are deemed as non-traditional celebrities.According to advertising and marketing literature, celebrity endorsement is an effectiveapproach to improve attitudes towards brands and raise buying intentions. However, thereare limited research on the impacts of different types of celebrities on social media uponcustomers, especially in the perfume industry. Therefore, this study was created to fill this gap. Purpose: The purpose of this study is to explore the effect of Instagram influencers onVietnamese customer’s attitude and intentions in purchasing perfume. This paper adoptedthe Ohanian model of source credibility since the authors aim to examine associationbetween SMIs’ perceived attractiveness, trustworthiness, and expertise and customerattitude. The relationship between customer attitude and purchasing intention of perfumewas then also investigated. Method: The survey method was used as the research method. Online questionnaire wasemployed to gather primary data from the respondents in Vietnam. A total of 147 sampleVietnamese Instagram users participated in the survey and collected data was analysed usingthe SPSS 28.0 version. Conclusion: The research results showed that all three dimension of source credibilitymodel, attractiveness, trustworthiness, and expertise, had significant influences on customerattitude. Findings also demonstrated a positive relationship between customer attitudetowards SMIs and their buying intention of perfumes. This study made several contributionsto both theory and practice, which were also highlighted in this paper.

Since influencer marketing is a relatively new term, there is a scarce theoretical foundation investigating the subject. Previous research has mainly focused on identifying female followers' behavior and how they are persuaded, fewer studies are on male followers and the ability of male influencers to influence their followers. Therefore this master thesis aims to investigate if and how male influencers persuade their male followers.    Aim: The purpose of this thesis is to investigate if and in that case how male followers are influenced by the persuasiveness of male influencers.   Method: Based on the literature review, a theoretical framework is proposed to accomplish the aim of the thesis. For the empirical evidence, a qualitative approach was taken, with the help of ten online based interviews. Furthermore, the content analysis method was used for the analysis of the collected data.   Results & Conclusions: The results of the study provide evidence that followers of these influencers are persuaded by influencers, and they are persuaded by influencers on two main factors, authority and likeability.    Suggestions for future research: As a suggestion for future research we suggest someone to research more in depth with more interviews carried out.  Also, more research is needed on persuasion over male followers +35 years old and how persuasiveness of an influencer is influencing in different industries.     Contribution of the thesis: This research study contributes with knowledge on male influencers and male followers and especially with knowledge on how male followers are persuaded by male influencers. This research findings contributes to the theoretical framework by showing that social media influencers, influences its followers on two main factors, likability and authority. Furthermore, influencers can use this study to enhance their persuasive power and it provides a good understanding of the mechanisms that are influencing the persuasive power.

Downstream fuel retailing among the major players in South Africa is highly competitive, and further compounded by the emergence of new players and changing customer orientation under the current price regulation environment. Marketing of fuel by way of expanding geographical coverage and the distribution network is no longer sustainable. Advertising benefits fuel companies by communicating their value proposition for brand differentiation, swaying consumer perception of fuel as a low involvement commodity with no difference in quality, and ultimately influencing their attitudes and behaviour. Fuel companies can take advantage of the advertising elements that have direct bearing – and are within their control – to make impactful advertisements to attract customers. Thus, this study investigates the influence of advertising controllable elements – namely, source and message – on attitude towards the advertisement, as well as attitude towards the brand and subsequently on purchase intention. A sample of 201 respondents was selected using convenience sampling method. The data was collected using an online self-administered questionnaire. Data analysis was performed using the Statistical Package for Social Sciences (SPSS) version 26.0. The relationship between the independent and the dependent variables was then examined using Structural Equation Modelling (SEM) with Analysis of Moment Structures (AMOS) version 26.0. The study findings established that attitude towards the advertisement is positively and significantly influenced by source credibility, source likeability and emotional message. Rational message has a positive impact on attitude towards the advertisement, albeit insignificant. Meanwhile, only source credibility and rational message have positive significant effects on attitude towards the brand. The impact of source likeability on brand attitude although positive, is not significant. Contrariwise, emotional message has neither influence nor significant effect on attitude towards the brand. Moreover, the study findings showed that while attitude towards the advertisement positively influences brand attitude, it does not influence purchase intention. The purchase intention for fuel is nonetheless influenced by attitude towards the brand. This study offers useful insights that can be used to create an impactful fuel advertisement, leveraging on source attributes and message appeals to influence consumers' attitudinal as well as behavioural intention.

Date: 2021/06/03 Level: Master Thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Shadi Botros, Yacoub Said (87/07/24) (95/01/01) Title: LUXURIOUS BRAND AND SOCIAL MEDIA Tutor: Edward Gillmore Keywords: Luxury brands, Social media marketing activities, Brand perceptions, Brand awareness, Purchase intention. Research questions: What are the outcomes of social media marketing used by luxury brands, brand awareness and brand perception, on purchase attention? Purpose: The purpose of this research is to study if social media marketing can have an effect on luxuries brands perception in consumers mind and if social media can influence consumers purchase intention. Method: This study is following a quantitative approach by using statistical methods to test the hypothesis. Conclusion: Luxury brands are considered as exclusive and expensive brands. Social media is a mass communication tool that is usually used to reach a broad segment of consumers. The authors found out through the gathered data that consumers are aware about the brand and they perceive the brand as a luxury brand. However, consumers were not only relying on the official home page of the brand to obtain information.

Research Question: To what extent do social media reviews’ effect on the purchase   intention and actual buying behaviour of consumers differ in the beauty industry in a cross-country comparison?     Purpose:   The purpose of this study is to explore to what extent consumers in the beauty industry perceive the importance of social media reviews and if it has direct or indirect effect on either their purchase intentions or buying behaviors or if not on both. The aim is then to contribute to limited research available and to see if this connection differs with the country particularly between Sweden and Sri Lanka.   Methodology:     A descriptive qualitative research strategy was approached conducting semi-structured interviews with a total of fourteen participants both from Sweden and Sri Lanka. Open-ended questions were asked and thematic analysis was used when analyzing the collected primary data.   Conclusion: Respondents from Sweden were more engaged with social media reviews and their purchase decisions were based mostly on social media reviews. Sri Lankan respondents were interested in negative reviews while Swedish respondents were highly affected and motivated by positive reviews. Even if young consumers in Sri Lanka were motivated to purchase beauty products because of social media reviews, almost all of the Sri Lankan respondents’ purchase decisions were highly impacted by family and friends compared to effects of social media reviews.

We are currently in the middle of the digital marketing era where technological developments have made it possible for customers and businesses to communicate around the clock. Social media is a tool that makes it possible for companies and brands to create and maintain relationships. To understand social media usage and the motivations behind it, Uses & Gratifications theory is commonly used. Motivations are important when exploring consumer behaviour and understanding the customer journey. A customer journey can be explained as the different touch-points a customer has with a firm during a purchase cycle. Marketing on social media often has different objectives where purchase intention is one important, since it indicates the real value of advertising on social media. Earlier research has not combined these three concepts: motivations to social media usage, the customer journey and purchase intention and this gap got us interested in examining the relationships between these. To do this we developed two research questions: RQ1: Do motivations to use social media affect stages in the customer journey?  RQ2: Do the different stages of the customer journey affect purchase intention?  The purpose of this study is to investigate motivations that lead to social media usage and if these affect the stages in the customer journey, and further how the customer journey affects purchase intention. We also wanted to investigate if usage of social media has changed during the Covid-19 pandemic. To answer our research questions and fulfill the purpose of this study, we conducted a quantitative research targeting students in Sweden.  Based on existing literature regarding social media, motivations, Uses & Gratification theory, the customer journey, customer decision process and purchase intention we created a theoretical framework and a conceptual model whose aim was to explain relationships between motivations to use social media, the stages of the customer journey and purchase intention. We also developed 12 hypotheses that we tested and included in the model. We collected data by using an online questionnaire and then analysed it and ran tests in SPSS. Our results showed that 4 out of 12 hypotheses could be supported: There is a positive relationship between cognitive motivation and the pre-purchase stage of the customer journey; There is a positive relationship between cognitive motivation and the purchase stage of the customer journey; There is a positive relationship between hedonic motivation and the pre-purchase stage and lastly; There is a positive relationship between the pre-purchase stage and purchase intention. The conclusion is that changes in purchase intention mostly rely on the impact of the pre-purchase stage. The pre-purchase stage is in turn affected by cognitive and hedonic motivations to use social media.

This study examines the online atmospheric cues of colour and music and their impact upon feeling and purchase intention of consumers in the online environment. The research design was experimental and used data from a questionnaire. A pilot test of the instrument was conducted. The final questionnaire contained 39 items and a demographic section. A total of 200 questionnaires were collected. Participants were exposed to a specific set of online atmospheric elements. Results indicated a difference in regard to purchase intention when exposed to different colour. Results also found a correlation between feeling and internet purchase intention. Managerial and theoretical implications are discussed along with future research suggestions.

Title: Impact of country of origin on consumer purchase intention amongPakistani customers buying fashion clothes onlineLevel: Master Programme in Business Administration (MBA): Business ManagementAuthor: Hafiz Azhar Ahmed KhanSupervisor: Dr. Ehsanul Huda Chowdhury & Dr. Katarina ArbinExaminer: Dr. Daniella FjellströmDate: March 2022Aim: The research study investigates the impact of country of origin on consumerpurchase intention through consumer preference for Pakistani consumers buying fashioncloth online.Method: The study is using a quantitative research method Data has been collectedthrough a questionnaire that 157 respondents answered. Results were analyzed throughSPSS.Results & Conclusions: The results of this study show that country of origin andconsumer purchase intention has a significant relationship with each other, andconsumer preference mediates the relationship between the variables. Furthermore, itdepicts that when consumers take the country of origin positively, their purchaseintention also becomes positive and vice versa. Further, it has also been found thatconsumer preference builds a strong relationship between a country of origin andpurchase intention.Contribution of the thesis: The current idea has contributed to research related to thecountry of origin because there is no specific study in the Pakistani context which hasstudied the impact of country of origin on consumer preference and how preference canmediate the country of origin‘s effect on consumer purchase intention. In both ways,current research has explained how Country of origin is positively changing preferencesof fashion clothes, and mediation of consumer preference is also proven. It extends theliterature on the Country of origin concerning new context and new mediating variables.It makes the findings of the theory of planned behavior more significant for extrinsiciicues. It also guides managers to schedule their ads and marketing strategies to makethem more successful and competitive.Suggestions for future research: Future researchers should take the current research tothe next level and identify more outcomes of country of origin, such as how it can betterbrand equity or Sales volume. Furthermore, comparative studies can be conducted inwhich a developing and developed country can be specified. Responses for bothcountries should be obtained separately, and then differences can be brought to see themultilevel impact of country of origin. Another suggestion for future research is toconduct a comparative study between online and physical shoppers as the currentresearch was limited to online fashion clothes only

El social media se ha convertido en medio importante para las actividades de marketing, generando que tanto las personas como las empresas creen contenido y desarrollen oportunidades de negocio a través de este medio. Por ende, este estudio analiza los efectos de las actividades de marketing en social media (AMSM) sobre la satisfacción con relación a la intención de compra en marcas deportivas en la generación Y de Lima Metropolitana. Con el objetivo de resolver la problemática que pocos estudios han desarrollado particularmente investigando la importancia relativa de cada componente de las AMSM y analizando los efectos en las variables propuestas. Este estudio tuvo un enfoque mixto, realizando diversas técnicas cualitativas y cuantitativas para la recopilación y análisis de datos. Los resultados mostraron que las variables que tienen mayor impacto en la satisfacción son el entretenimiento, tendencia y personalización, mientras que no se pudo comprobar el impacto de la satisfacción en la intención de compra. Finalmente, se recomienda a las empresas aumentar el contenido y sus actividades digitales enfocándose en las tres variables principales como el entretenimiento, tendencia y personalización, ya que, esas variables son las más valoradas por el usuario en el social media. / Social media has become an important medium for marketing activities, generating that both individuals and companies create content and develop business opportunities through this medium. Therefore, this study analyzes the effects of marketing activities in social media (AMSM) on satisfaction in relation to purchase intention in sports brands in generation Y of Metropolitan Lima. With the aim of solving the problem that few studies have developed, particularly by investigating the relative importance of each component of the AMSM and analyzing the effects on the proposed variables. This study had a mixed approach, using various qualitative and quantitative techniques for data collection and analysis. The results showed that the variables that have the greatest impact on satisfaction are entertainment, trend and personalization, while the impact of satisfaction on purchase intention could not be verified. Finally, companies are recommended to increase the content and their digital activities focusing on the three main variables such as entertainment, trend and personalization, since these variables are the most valued by the user in social media. / Trabajo de investigación

La presente investigación tiene como objetivo analizar cómo los chatbots de Facebook se relacionan con la intención de compra de entradas a exposiciones de arte contemporáneo de Lima Metropolitana. El chatbot es una herramienta automática de atención al cliente que permite conversar con posibles consumidores rápidamente sin la necesidad de una persona de por medio. Las redes sociales han hecho más accesible su implementación en toda clase de negocios por lo que se busca analizar el impacto de la herramienta en la industria del arte. Para conseguir la información cualitativa necesaria se usaron entrevistas a profundidad y focus group a expertos y público objetivo mientras que para la información cuantitativa se usó una encuesta online a personas que usaron la herramienta de las distintas instituciones investigadas. Después de analizar los datos se encontró una relación positiva entre el nivel de satisfacción con el chatbot de Facebook de las instituciones de arte y las distintas variables de intención de compra. Sin embargo, todavía es necesario desarrollar la calidad de las herramientas implementadas actualmente para aprovechar todo su potencial. / This investigation has as an objective to analyze how Facebook chatbots relate with the purchase intention of tickets for contemporary art expositions in Metropolitan Lima. The chatbot is an automatic tool for customer support that allows conversations with potential clients in a fast manner without the need of a person in between. Social media has made accessible its implementation in all type of businesses so there is a need to analyze the impact of this tool in the art industry. To get the qualitative information it was used in-depth interviews and focus groups to experts and the target audience while for the quantitative information it was used an online poll to people that have used the tool of the different researched institutions. After analyzing the data a positive relation was found between the level of satisfaction with the Facebook chatbot from the art institution and the different purchase intention variables. However, there is still a need to develop the quality of the tools that are implemented right now to take advantage of its full potential. / Trabajo de investigación