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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 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 https://librarycatalog.afs.edu.gr/cgi-bin/koha/opac-detail.pl?biblionumber=25024 |
Repository: | HUB |
Restrictions: | All rights reserved Attribution-NonCommercial 4.0 International |
Language: | en_US |
Appears in Collections: | Theses |
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