Excerpt
Table of Contents
List of Abbreviations
List of Illustrations
Abstract
1 Introduction
1.1 Research Question
1.2 ThesisStructure
2 Literature Review
2.1 (Electronic) Word-of-Mouth
2.2 Influencer Marketing
2.3 Micro-Influencers
2.3.1 Success Factors ofMicro-Influencers
2.4 The Social Media Platform Instagram
2.4.1 Instagram as an Influencer Marketing Channel
2.4.2 The Fitness Sector on Instagram
2.5 Generation Z
2.5.1 Characteristics of Generation Z
2.5.2 GenerationZand Influencer Marketing
2.6 The Consumer Buying Decision Process
2.6.1 Micro-Influencers' Placement in the Buying Decision Process
2.7 Hypotheses Formulation
3 Research Methodology
3.1 Research Design
3.2 Sampling
3.3 Data Collection
3.4 Questionnaire Design
4 Data Analysis and Discussion
5 Summary of the Key Findings
6 Limitations and Suggestions for Future Research
7 Conclusion
8 EthicalEvaluation
9 List of References
Appendix A SPSS Tables
Appendix B Online Questionnaire
Appendix C Survey Data Codings for SPSS
- Quote paper
- Anonymous, 2020, The Impact of Instagram Micro-Influencers on the Buying Decision of Generation Z towards Fitness Products, Munich, GRIN Verlag, https://www.grin.com/document/1298192
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