Essays about: "Adverting equity"

Found 1 essay containing the words Adverting equity.

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    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Olle Eriksson; Christian Vilselius; [2017]
    Keywords : Influencer marketing; Celebrity endorsement; Advertising effectiveness; Adverting equity; Parasocial interaction;

    Abstract : Despite influencer marketing being an increasingly popular marketing communications strategy for practitioners today, little academic research has explored how to best execute influencer marketing campaigns in order to generate the highest advertising effectiveness and consumer-­-perceived value. By looking at influencers as celebrity endorsers who are applying an advertising approach perspective, the purpose of the thesis is to investigate what combination of type of influencer and type of advertising message is most suitable in picture-­-based and video-­- based content community settings respectively. READ MORE