Please use this identifier to cite or link to this item: http://repository.afs.edu.gr/handle/6000/351
Title: Celebrity-based food marketing on Instagram: the case of z generation consumers in Northern Greece
Authors: Kalaitzidou, Eva
Supervisors: Karamanos, Anastasios
Subjects LC: Food - Marketing
Consumers' preferences
Academic theses
Keywords: Social modelling
Instagram
Celebrity
Generation Z
Young adults
Issue Date: 2020
Publisher: Perrotis College
Cardiff Metropolitan University
Abstract: The research aims to investigate the power of social modelling in the context of social media (Instagram) on the attitudes towards food, the intention to consume and health perceptions of post Millennials (Z Generation), in Northern Greece. Google forms were used in order to prepare the questionnaires that were randomly distributed to young adults. The research is based on the self-reporting of the participant on their attitude towards the meal, their perception of healthiness as well as their likelihood of consumption. This research concludes that even a celebrity might not influence Generation Z through Instagram.
Description: Includes bibliographical references, illustrations, and charts.
MSc in Marketing for the Agro-Food Sector
Length: 81 pages
Type: Thesis
Publication Status: Not published
URI: http://repository.afs.edu.gr/handle/6000/351
Repository: 'George and Charlotte Draper' Information and Media Hub
Restrictions: All rights reserved
Attribution-NonCommercial 4.0 International
Language: en_US
Appears in Collections:Theses

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