Library Dissertation Showcase

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Award: BA (Hons) Marketing

Tribes and online brand communities, the case of Mumsnet in exploring their effects on consumer-to-consumer advocacy

  • Author:
  • Robert Masters
  • Subjects:
  • advertisements
  • advertising and marketing
  • brand image
  • branding
  • communication
  • communities
  • consumer behaviour
  • customer relationship management
  • Marketing
  • Mumsnet
  • online marketing
  • social media
  • tribalism
  • Year of Publication:
  • 2021
  • Award:
  • BA (Hons) Marketing

Equine marketing on Instagram: an analysis of the role of social media influencers in adding value

  • Author:
  • Lucy Elliott
  • Subjects:
  • advertising
  • equine brands
  • influencers
  • Instagram
  • Marketing
  • social influence
  • social marketing
  • social media
  • Year of Publication:
  • 2018
  • Award:
  • BA (Hons) Marketing

An exploration of online influencers and the impact of their endorsements on the purchase intentions of YouTube gaming audiences

  • Author:
  • Red Vaughan
  • Subjects:
  • advertising
  • celebrity
  • celebrity endorsement
  • computing
  • consumer behaviour
  • influencers
  • Marketing
  • purchasing intention
  • social influence
  • social marketing
  • YouTube
  • Year of Publication:
  • 2018
  • Award:
  • BA (Hons) Marketing

The sustaining features of Lego brand communities, and their influence on purchasing decisions, brand equity and engagement: what’s the value?

  • Author:
  • James Terence Muscroft
  • Subjects:
  • brand design
  • brand image
  • brand loyalty
  • branding
  • brands
  • communities
  • decision-making
  • equity
  • Facebook
  • Lego
  • Marketing
  • social marketing
  • social media
  • Year of Publication:
  • 2018
  • Award:
  • BA (Hons) Marketing

Excuse me while I multitask: advertising appeals and their ability to hold consumer attention in a media-multitasking student population

  • Author:
  • Alice Elizabeth Hargreaves
  • Subjects:
  • advertising
  • Marketing
  • Year of Publication:
  • 2018
  • Award:
  • BA (Hons) Marketing