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Title: From YouTube to protein powder : how Social Media influences the consumption and perception towards nutritional supplements
Authors : Renga, Giuseppe
Advisors / Reviewers : Seelhofer, Daniel
Extent : 134
Publisher / Ed. Institution : ZHAW Zürcher Hochschule für Angewandte Wissenschaften
Issue Date: 2017
License (according to publishing contract) : CC BY-NC-ND 4.0: Attribution - Non commercial - No derivatives 4.0 International
Language : English
Subject (DDC) : 658.8: Marketing management
Abstract: Posting selfies, showing pictures from the latest workout, and sharing the supplements that help with getting an “Adonis” physique – the Social Media influencer is born. Such occurrences have shaped Social Media in recent years from a networking platform to a multi-million-dollar business platform. Every day, thousands of pictures and videos of a seemingly perfect life are uploaded with one major goal: influencing the consumers in a way to generate sales for the nutritional supplement industry. One group of individuals that is considered to be highly affected by it, is the Generation Y, due to their digital affinity and high presence on Social Media. Therefore, the purpose of this paper is to analyze the consumer of nutritional supplements and extent that Social Media has on the consumer behavior of nutritional supplements based on the various areas of the consumer buying cycle.
Departement: School of Management and Law
Publication type: Master Thesis
DOI : 10.21256/zhaw-2091
Appears in Collections:MSc International Business

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