The role of celebrities as an aspirational reference group in the online environment for consumers of the Generation Y
Aim of the project: To explore the role of celebrities as an aspirational reference group for members of the Generation Y in the online context so that retailers can have a better understanding of this target market and improve their online marketing strategies. Methodology: The methodology consist...
| Main Author: | |
|---|---|
| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2010
|
| Online Access: | https://eprints.nottingham.ac.uk/23839/ |