Please use this identifier to cite or link to this item: https://doi.org/10.21256/zhaw-2091
Title: From YouTube to protein powder : how Social Media influences the consumption and perception towards nutritional supplements
Authors : Renga, Giuseppe
Advisors / Reviewers : Seelhofer, Daniel
Publisher / Ed. Institution : ZHAW Zürcher Hochschule für Angewandte Wissenschaften
Issue Date: 2017
Language : Englisch / English
Subject (DDC) : 658.8: Marketingmanagement / Management of distribution (Marketing)
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: Thesis: Master / Master Thesis
DOI : 10.21256/zhaw-2091
URI: https://digitalcollection.zhaw.ch/handle/11475/7688
License (according to publishing contract) : CC BY-NC-ND 4.0: Namensnennung - Nicht kommerziell - Keine Bearbeitungen 4.0 International
Appears in Collections:MSc International Business

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