Peer influence in social media

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dc.contributor Aalto University en
dc.contributor Aalto-yliopisto fi
dc.contributor.advisor Hänninen, Mikko Kaijanto, Risto 2018-12-21T17:03:48Z 2018-12-21T17:03:48Z 2018
dc.description.abstract This literature review will go through the relatively new field of study of peer influence in social media. The neurological study of electronic peer influence can be used to explain why users engage in social media, why social media marketing is effective and why the so-called influencers emerge amongst the social media users. The communication amongst the peers, word-of-mouth, was also a factor in the study. The review was conducted by studying the few peer influence social media studies that currently exist, as well as supporting subjects of word-of-mouth communication, the tie strength research and the endorser/product fit, which are the theories that support the idea of the social media influencer effect. en
dc.format.extent 28
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Peer influence in social media en
dc.type G1 Kandidaatintyö fi Kauppakorkeakoulu fi School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.subject.keyword Peer influence en
dc.subject.keyword Social media en
dc.subject.keyword eWOM en
dc.subject.keyword Tie strength en
dc.identifier.urn URN:NBN:fi:aalto-201812216803
dc.type.ontasot Bachelor's thesis en
dc.type.ontasot Kandidaatintyö fi
dc.programme Markkinointi en

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