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Bakom kulisserna av konsumtion: En kvalitativ undersökning om produktplaceringar i tv-serien Emily in Paris och unga vuxnas varumärkesuppfattning.

The aim of this thesis is to examine how young adults perceive product placements in the tv show Emily in Paris. The ambition is to achieve a greater understanding of how consumer purchase intention is influenced by product placements, as well as the impact of product placements on consumers' attitudes and awareness towards brands. To answer the research questions, a qualitative study has bee