Thesis supervisor: Marietta Kiss
Location of studies (in Hungarian): University of Debrecen Faculty of Economics and Business Abbreviation of location of studies: UD
Description of the research topic:
In parallel with increasing popularity of social media among consumers, more and more companies recognized the potential of utilizing social media marketing tools to reach marketing objectives. Today, due to the changing consumer behaviour, it is a must for companies to be present in more social media platforms and to engage in dialogue with its consumers instead of the previously prevailing one-sided communication. Several questions arise here: How has consumer behaviour been changed due to the emergence and spread of social media in recent years and how does this change affect brand loyalty? What are the consequences of these changes on the companies’ marketing activity? The research aims to answer these and similar questions in the fashion industry, among Y generation consumers, who are one of the most important consumers nowadays shaping consumer society.
Required language skills: English Number of students who can be accepted: 1
Deadline for application: 2020-12-31
2024. IV. 17. ODT ülés Az ODT következő ülésére 2024. június 14-én, pénteken 10.00 órakor kerül sor a Semmelweis Egyetem Szenátusi termében (Bp. Üllői út 26. I. emelet).
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