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The effects of Brand Activism on Social Media Marketing - Does (in)congruence really matter? Master Thesis
Boroni, Martina
August 2022 -
Sharing as a prosocial spending: How relationship strength moderates the impact of sharing on happiness Master Thesis
Gibelli, Luisa
August 2022 -
Improving Nudging: Investigating the Influence of Personality on the Effectiveness of Nudges in E-Commerce Master Thesis
Baar, Charlotte
August 2022 -
The Perceived Rarity Trap of the Family Business Brand Master Thesis
Allerkamp, Janina
August 2022 -
The word-of-mouth vs. the word-of-machine: an empirical study on the influence of recommendation engines and consumption goals on user evaluations Master Thesis
Nguyen, Tien
August 2022 -
Influencer marketing on Instagram: The influence of influencer-product congruence on brand attitude, moderated by product type and mediated by source credibility Master Thesis
Claessen, Sophia
August 2022 -
Direct-to-Consumer Genetic Testing: The Impact of Risk Framing and Fatalism on Risk Mitigation Interest Master Thesis
Nardin, Etienne
August 2022 -
Are we telling people what they need to know? The Impact of Communication Format on Risk Perception Master Thesis
Taunk, Sakshi
August 2022