The role of celebrities as an aspirational reference group in the online environment for consumers of the Generation Y

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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...

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Bibliographic Details
Main Author:	Iem, Marina
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2010
Online Access:	https://eprints.nottingham.ac.uk/23839/

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