Essays about: "Celebrity Endorsement"

Showing result 21 - 25 of 47 essays containing the words Celebrity Endorsement.

1. 21. The Gentleman, The Rebel and The Villain: A comparative study of the scandal-sensitivity of athlete personalities in sports marketing

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

   Author : Anthony Grivas; Fabian Bratell; [2018]
   Keywords : sports marketing; celebrity-athlete endorsement; social psychology; scandals; consumer response;

   Abstract : Celebrity athletes have been powerful marketing tools throughout the professionalization and commercialization of sports. During the last couple of decades, the amount of sponsorship money allocated to the sports industry has rapidly increased, outplaying other sectors of entertainment. READ MORE

3. 22. What Characterizes an Influential Instagram Fashion Influencer? : A Descriptive Research

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Emily Linnér; Sitav Taha; Johan Carlsson; [2018]
   Keywords : Fashion Influencers; Instagram; Influencer Marketing;

   Abstract : Influencer marketing has become a central aspect within brand’s marketing activities (Kapitan & Silvera, 2016). The former marketing way of including celebrities within marketing purposes (Pringle & Binet, 2005) has in recent years been discussed as digital media influencers (Kapitan & Silvera, 2016). READ MORE

4. 23. The Impact of Influencer Marketing on Consumers' Attitudes

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Johan Grafström; Linnéa Jakobsson; Philip Wiede; [2018]
   Keywords : Millennials; Influencer Marketing; Attitudes; Trust; Loyalty; Elaboration Likelihood Model;

   Abstract : Background Influencer marketing has evolved from traditional marketing strategies such as print ads, celebrity endorsement, and digital marketing. Influencer marketing is in comparison to the previously used strategies a new phenomenon that had its major increase during 2016. READ MORE

5. 24. How credible is the incredible influencer? : A study examining what factors affect the perception of credibility in influencer marketing.

   University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

   Author : Emma Häregård Edvardsson; Linnea Boestam; [2018]
   Keywords : Influencer marketing; social media; WOM; celebrity endorsement; social identity theory; perception; credibility;

   Abstract : Problem formulation: What factors affect the consumers perception of credibility in influencer marketing on social media? How and why do certain factors affect the credibility of influencer marketing? Purpose: The purpose of this thesis is to understand what factors affect the perception of credibility in influencer marketing on social media. Moreover, the aim is to understand how and why certain factors affect the credibility in influencer marketing in order to elaborate a conceptual model consisting of factors generating credible influencer marketing. READ MORE

6. 25. Like, Comment & Subscribe

   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