Browsing by Subject "Generation Z"
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‘Trust’ and ‘perceived authenticity’ in social media driven influencer marketing and their influence on intentions-to-buy of 18-24-year-olds in Ireland
(Dublin Business School, 2018)In the recent years, we have experienced a completely new form of brand communication: Influencer Marketing. Besides, companies are facing digital natives who do not correspond to the traditional ways of marketing. The ...