The Features of Influence Marketing in the Communication of Luxury Jewelry Brands with the Audience

Student: Karapetyan Arusyak

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 7

Year of Graduation: 2024

The aim of the work was to identify the influence of the following characteristics of an influencer involved in the communication of a luxury jewelry brand, such as external attractiveness, fame and expertise on the intention to purchase a product of this brand. To achieve this goal, a quantitative study was conducted using a survey as a research method. The results showed that of all the considered characteristics, only external attractiveness can influence the intention to purchase a luxury jewelry brand product.

Full text (added May 21, 2024)

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