An investigation into how social media and influencer marketing have changed the perception and demand of Gen z for the Luxury Market.
The theory of planned behavior by Icek Azjen
Discuss relevancy and the views of other authors on this theory, views in favour and against it.
○ Has to explain and talk about the theory in general, what it is, what parts are in it, i.e. attitude, subjective norms, perceived behavioral control, and how this affects purchase intention and behavior.
○ Relate each section of the theory to the topic, i.e. how do influencers and social media affect purchase intention through the above areas
○ Adapt theory to the topic
○ Add a graph of the theory of planned behavior
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