BA (Hons) Public Relations, Marketing and Events: Recent submissions
Now showing items 6-10 of 34
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Word of mouth in a digital age: The influence of Electronic Word of Mouth on Consumers
(2021)The study will explore the relationship between consumers and Electronic Word of Mouth (eWOM). The paper has three main aims; exploring the level of influence particular sources have on consumers, discovering motivations ... -
Instagram influencers and the 18–24-year-old demographic, a qualitative study in the Scottish commercial scene
(2021)Whilst academics and practitioners within the industry tend to agree on Instagram influencers being an intermediary between marketers and Generation Z consumers, there is a lack of research into how this digitally native ...