In Ireland, do Bloggers influence Consumer Behaviour from a Millennial perspective

Gordon, Jennifer (2017) In Ireland, do Bloggers influence Consumer Behaviour from a Millennial perspective. Masters thesis, Dublin, National College of Ireland.

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Abstract

The background of this study elaborates on how consumer behaviour is consistently evolving. The Millennial generation have grown up in a digital era. This ultimately can effect how consumers make their purchase decisions. The aim of this study is to investigate if bloggers have an influence on consumer behaviour within the Irish market from a millennial perspective. Traditional marketing methods have become less effective especially to the millennial target demographic. Due to mass media overload consumers are looking for new methods to gain credible information for their purchase decisions. The main focus areas of this research include advertising, sponsored content, trust and credibility and purchase behaviour. The method of this study was conducted through qualitative methods, by conducting an in-depth focus group. The data collected from the research was disseminated through grounded theory to highlight reoccurring patterns and themes throughout the data. The results gathered from this research gave in depth knowledge on the effectiveness of bloggers within Ireland. The key findings from the research include the increasing interest in video content from bloggers. The millennial participants gave insight into sponsored content and from their perspective bloggers should be more selective in the products that they are promoting. The research concludes with some recommendations from the millennial consumers on what they feel is effective from bloggers for the future.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Marketing Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Web logs. Blogs. T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Web logs. Blogs.
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Caoimhe Ní Mhaicín
Date Deposited:	23 Nov 2017 17:39
Last Modified:	23 Nov 2017 17:39
URI:	https://norma.ncirl.ie/id/eprint/2913

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