| Titre : |
How do social media increase intention to purchase counterfeit goods online? |
| Type de document : |
Mémoire |
| Auteurs : |
Elsa MICHARD, Auteur |
| Année de publication : |
2020 |
| Importance : |
56 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
RESEAU SOCIAL ; CONTREFACON ; COMMERCE ELECTRONIQUE
|
| Résumé : |
The aim of this study is to investigate the link between the use of social media and the consumption of counterfeit online and, more specifically, to investigate how social media increase intention to purchase counterfeit goods online. This study is a qualitative research based on 8 in-depth interviews which sheds light on some specific features of social media (their viral nature, inspirational power and interpersonal aspect…) and reveals how these features influences consumers’ behaviour and can lead them to purchase counterfeit products online. Based on these findings, the authors identified three dimensions of social media (Social media influencers, user-generated content and proximity counterfeit sellers) that contribute to increasing consumers’ intentions to purchase counterfeit online. Although previous studies investigated the perspective of counterfeit sellers on social media, this study is among the first one to explore how the use of social media can influence counterfeit consumption. This paper is of major interest for luxury brands in their fight against online counterfeiting, especially as some respondents revealed deliberately choosing to purchase counterfeit items online instead of buying legitimate products. |
| Programme : |
PGE-Reims |
| Spécialisation : |
Wine and Luxury Marketing |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529788 |
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How do social media increase intention to purchase counterfeit goods online? / 2020 
