Browsing by Subject "Individual capital"

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  • Social persuasion: Targeting social identities through social influencers 
    Langner, Sascha; Hennigs, Nadine; Wiedmann, Klaus-Peter (Bingley : Emerald Group Publishing Ltd., 2013)
    Purpose: Buying behaviour can be interpreted as a signal of social identity. For example, individuals may purchase specific cars to indicate their social status and income, or they may dress in particular ways to show their ...