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Examining The Impact Of Sports Influencer Advertising On Consumer Behavior In The Us And Saudi Arabia On Instagram., Mohammed Samer Alassaf
Examining The Impact Of Sports Influencer Advertising On Consumer Behavior In The Us And Saudi Arabia On Instagram., Mohammed Samer Alassaf
Masters Theses
This paper discusses the influence of sports influencers on the buying pattern of fans in the United States and Saudi Arabia. Sports are a crucial part of life in both countries, with numerous athletes being considered celebrities. Sports influencers have a tremendous impact on the audience, who often imitate their behavior and buy the products they advertise. The sports market is huge in both countries, with businesses utilizing sports influencers to promote their brands. Instagram is a popular platform for businesses to gain young fans and customers. The research and development of the sports industry have enabled considerable growth of …
The Impact Of Guilt And Empathy Appeals On Green Advertisement Purchase Intent Among Green Consumers, Jasmine C. Fehr
The Impact Of Guilt And Empathy Appeals On Green Advertisement Purchase Intent Among Green Consumers, Jasmine C. Fehr
Masters Theses
The purpose of the study was to examine whether guilt appeals or empathy appeals were more effective at promoting purchase intention among green consumers for green products. This purpose was achieved through studying the effect of using an empathy appeal versus a guilt appeal in a hypothetical green advertisement. To test this objective, participants completed a survey that assessed the relationship between the message condition they were exposed to—either guilt, empathy, or neutral—and their subsequent purchase intent of the advertised product. It was hypothesized that the empathy appeal would lead to higher purchase intention than the guilt appeal, but the …