The impact of social media influencer marketing on the purchasing decision making of the generation z in the fitness industry: an empirical study of gymshark
Absztrakt
The thesis research contributes to the influencer marketing literature by exploring the several factors of social media influencer marketing to ascertain which ones have an influence on the purchasing decision of generation Z in the fitness industry, taking into consideration Gymshark as a brand example.
Leírás
Kulcsszavak
Fitness industry, Generation Z, Social media influencer marketing