University of Twente Student Theses

Login
As of Friday, 8 August 2025, the current Student Theses repository is no longer available for thesis uploads. A new Student Theses repository will be available starting Friday, 15 August 2025.

Does the richness from online social media platforms affect the effectiveness of the advertising message of a product? : marketing through influencers

Herrera Martínez, R. (2017) Does the richness from online social media platforms affect the effectiveness of the advertising message of a product? : marketing through influencers.

[img] PDF
2MB
Abstract:This study aims to examine the different levels of richness in online social media platforms and furthermore, to study how this affects the persuasiveness when products that belong to high and low levels of involvement are endorsed using influencers.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:https://purl.utwente.nl/essays/74158
Export this item as:BibTeX
EndNote
HTML Citation
Reference Manager

 

Repository Staff Only: item control page