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“THE EFFECT OF THE PERCEIVED USEFULNESS OF INSTAGRAM BEAUTY INFLUENCER ON THE ATTITUDE AND PURCHASING INTENTION OF YOUNG FEMALES”
(Business Administration, 2018 , Professional Masters Project)
There is an increasing interest about the topic of eWOM among marketing scholars. However, most of the studies focused on western contexts and there is a lack of studies about the impact of eWOM on consumers’ attitude and ...
INVESTIGATING THE IMPACT OF INFLUENCERS, SOCIAL MEDIA USAGE AND SOCIAL STATUS ON FASHION LUXURY PURCHASE INTENTION: THE MEDIATING EFFECT OF BRAND RECOGNITION, THE CASE OF QATAR
(Marketing, 2024 , Master Thesis)
Consumer behavior can be asserted to be a key concept when considering customers' consumption patterns and buying intentions. The study articulates that the influences tend to increase the attractiveness and desirability ...