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The impact of Social Media Influencer’s (SMI) on the buying decisions of Generation Y

Chowdhury, Ruhi Farzana ; Miller, Caroline (Dir.)

Mémoire de bachelor : Haute école de gestion de Genève, 2019 ; TDIBM 53.

This research aims to analyse how social media influencers on Instagram influence the purchasing decision of Millennial consumers in the luxury watch industry in Swiss Romandie. The first part of this project discusses different elements surrounding influencer marketing and Millennial’s online buying behaviour. The second part investigates Millennials’ presence on social media and their...

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Prospects of biodynamic wines in the Swiss Romande

Bovet, Joëlle ; Depetris-Chauvin, Nicolas (Dir.)

Mémoire de bachelor : Haute école de gestion de Genève, 2019 ; TDIBM 50.

The aim of the report is to determine the prospects of the biodynamic wine industry in Swiss Romande. Biodynamic is a sustainable and holistic approach of viticulture, still not well known nowadays. Moreover, the awareness for ethical concerns is increasing. Yet, in an area where wines are part of the culture, do people approve the stable state of tradition in being reluctant to change? Or are...

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