The influence of YouTube influencer marketing on attitudes of generation Z.
Reijonen, Viivi (2019)
Reijonen, Viivi
2019
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2019120424696
https://urn.fi/URN:NBN:fi:amk-2019120424696
Tiivistelmä
The research aims to understand the growing phenomenon of influencer marketing as well as develop knowledge and thoughts on how influencer marketing effects on consumers’ buying behaviour. The topic of the thesis is limited by narrowing the social media channels to video sharing platform YouTube due to the similarity and fairly established way to present sponsored content.