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Titre : |
What are Instagram influencers’ attributes that convince customers to consume healthy? |
Type de document : |
Mémoire |
Auteurs : |
Yasmine EL BOURY, Auteur |
Année de publication : |
2020 |
Importance : |
34 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management COMPORTEMENT DU CONSOMMATEUR ; CONSOMMATION ; RESEAU SOCIAL
|
Résumé : |
The Internet will never cease to fascinate us, as it is our common construction, us, citizens of the world. By posting our information, it has become, today, the richest place for consulting information. We show, on a daily basis, who we are and what we represent or what we want people to think of us. With the advent of the Internet, social media have become increasingly important in everyday life, especially in the lives of teenagers. In fact, nearly 90% of teens use social networks according to Duggan & Smith (2013). Gone are the days when consumers bought a product just because they had in the mind the musical jingle they heard on TV. In over a decade, the emergence and proliferation of social networks has had a significant impact on our society.Studying this subject as part of my seminar paper is a way of understanding my own behavior and my surrounding’s. We’ve come in an era where health and wellness become a determining point in our lives. Many people, either they are in their teenage years, early adulthood, middle adulthood or old age, are on social media and can experience the influence of other human beings on several different subjects in life, including healthy consumption. Here, my concern is to determine what exactly is impacting our behavior when we are in contact with social media influencers and the question I’m asking myself today is: What are Instagram influencers’ attributes that convince customers to consume healthy?
Through this study, I will manage to explain the importance of the shift our society experienced, crossing the path of digitalization and therefore, how influencers took part in our daily lives, impacting our decisions and way of thinking. Then, the focus will be on the phenomenon of healthy consumption, determining if it only represents a trend to people or if it also is a clear purpose to improve their eating habits for a better quality of life. My next goal would be to deepen the reflection around the impact of influencers on people’s behaviors, all the attributes that contribute to this change of attitude and without forgetting to underline the importance influencers have for companies that are looking to promote and boost their products or their name. Finally, I will link both major factors of this paper: social media influencers and healthy consumption. |
Programme : |
PGE-Reims |
Spécialisation : |
Marketing - Parcours Brand Development |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529154 |
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