The Impact of Positive and Negative Emotional Responses to Advertisements on Materialism Among Vietnamese Generation Z

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Bibliográfiai részletek
Szerző:	Pham Hoang Thanh Xuan
További közreműködők:	Németh Dr. Patrícia
Dokumentumtípus:	Diplomadolgozat
Kulcsszavak:	advertisement Emotional influence impact materialism Vietnamese Gen Z
Online Access:	http://dolgozattar.uni-bge.hu/57379

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040			\|a BGE Dolgozattár Repozitórium \|b hun
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100	1		\|a Pham Hoang Thanh Xuan
245	1	4	\|a The Impact of Positive and Negative Emotional Responses to Advertisements on Materialism Among Vietnamese Generation Z \|c Pham Hoang Thanh Xuan \|h [elektronikus dokumentum]
520	3		\|a In the modern context of Vietnam, certain social phenomena are rising and should be discussed, including the materialistic orientation in the commercial world. The research investigates how positive and negative emotional responses triggered by advertisements impact materialism tendencies among Vietnamese Gen Z. The research also brings some interesting insights regarding differences in materialism performance among different demographic factors within the same target group. Multiple Linear Regression and other data analysis methods are used to test the hypotheses and answer this research’s questions.
695			\|a advertisement
695			\|a Emotional influence
695			\|a impact
695			\|a materialism
695			\|a Vietnamese Gen Z
700	1		\|a Németh Dr. Patrícia \|e ths
856	4	0	\|u http://dolgozattar.uni-bge.hu/57379/1/Thesis_Xuan%20%282%29.pdf \|z Dokumentum-elérés
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856	4	0	\|u http://dolgozattar.uni-bge.hu/57379/3/BA%20KM%20angol%20b%C3%ADr%C3%A1lati%20lap%20Hoang%20Thanh%20Xuan%20Pham.pdf \|z Dokumentum-elérés