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Do big laughs and positive attitudes sell?: An examination of sponsored content on Youtube, and how entertainment and attitude influence purchase intentions in millennial viewers
Halmstad University, School of Business, Engineering and Science.
Halmstad University, School of Business, Engineering and Science.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Place, publisher, year, edition, pages
2017. , 78 p.
Keyword [en]
Influencer Marketing, YouTube, Millennials, Attitude, Entertainment, Purchase intention.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-34083OAI: oai:DiVA.org:hh-34083DiVA: diva2:1108350
Subject / course
International Marketing
Presentation
2017-05-30, Högskolan i Halmstad, Kristian IV:s väg 3, Halmstad, 14:34 (Swedish)
Supervisors
Examiners
Available from: 2017-07-17 Created: 2017-06-12 Last updated: 2017-07-17Bibliographically approved

Open Access in DiVA

fulltext(2014 kB)55 downloads
File information
File name FULLTEXT01.pdfFile size 2014 kBChecksum SHA-512
b39c0d879817e54eb56b8e9741272172c112dd356e2904ef906185d0d1720bfddd281bb00ed4209ee7dc1cfc88469903a0cc3b145a5306b6aab453d47226ff83
Type fulltextMimetype application/pdf

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Total: 55 downloads
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf