An Investigation of How Social Media Opinion Leaders Impact on Chinese Millennials’ Purchase Decision and to Evaluate the Effectiveness of the Influence During the Decision-Making Process.

An Investigation of How Social Media Opinion Leaders Impact on Chinese Millennials’ Purchase Decision and to Evaluate the Effectiveness of the Influence During the Decision-Making Process.

With the increasing popularity on social media usage, and the growing up of digital natives, social media has become one of the most important market and tool for marketing promotion activities. The research objective of this dissertation is to identify how social media opinion leaders impact on...

Full description

Bibliographic Details
Main Author: GENG, Mingze
Format: Dissertation (University of Nottingham only)
Language:English
Published: 2017
Online Access:https://eprints.nottingham.ac.uk/46039/

Similar Items

Similar Items