• Celebrity Endorsers vs. Social Influencers

      Soma, Vrinda (Auckland University of Technology, 2019)
      The purpose of this research is to measure how effective social influencers and celebrity endorsers are in persuading individuals to like, purchase and/or share information about a brand or specific product. Previous ...
    • Connecting through cultural values - Glocal strategies for eco-tourism

      Hamilton, Marareia (Auckland University of Technology, 2018)
      While culture research is extensive, there are still areas that have not yet been thoroughly explored. One such area is the connection between culture and environmental sustainability as drivers for purchase intention. ...
    • Data as Currency: Consumer Vs. Marketer Insights into the Value of Private Data

      Xu, Chao (Auckland University of Technology, 2019)
      Data is one of the most powerful resources in the digital world. Marketers and businesses such as mobile application platforms could not provide their services without utilizing the consumer, geographic, and usage data ...
    • Do Consumers Buy Impulsively More Often in Mobile Shopping Than in Store?

      Wang, Lili (Auckland University of Technology, 2016)
      This research focuses on identifying the similarities and differences in consumer motivation for impulse purchase between in-store and mobile shopping settings. Prior research has primarily focused on investigating ...