Essays about: "Sponsorship disclosure"
Found 4 essays containing the words Sponsorship disclosure.
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1. Influencer Whitelisting & Dark Posts : A Cross-generational Study on Consumers’ Perception and Trust in Social Media Advertisement
University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)Abstract : This paper investigates the perception of dark posts in influencer whitelisting (IWL) and their impact on consumers’ trust compared to other forms of sponsored content on social media. The study employed a mixed-methods approach involving a survey with open-ended questions to gather data from participants across different generational cohorts - GenZ, Millennials and Gen-X. READ MORE
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2. Sponsorship transparency on purchase intention
University essay from Mälardalens högskola/Akademin för ekonomi, samhälle och teknikAbstract : The purpose of this paper is to examine how consumers’ online purchase intention is impacted by sponsorship transparency and the use of disclosure. An online survey was collected from 135 people from 41 different countries around the world. READ MORE
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3. Where should your influencer marketing strategy land?
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi; Handelshögskolan i Stockholm/Institutionen för företagande och ledningAbstract : Influencer marketing is growing. With a decline in traditional media, companies are exploring alternative options. With the ever changing landscape of social media, new strategic challenges constantly arises. With influencer marketing, companies can endorse their product through the influencers' social media crowd. READ MORE
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4. “This Video is Sponsored by L’Oréal” - A Test of Competing Hypotheses on the Effects of Sponsorship
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis purpose: The aims of this thesis are to investigate (1) the effect of sponsorship disclosure timing (before vs. after) on attitudes towards the brand and attitudes towards the vlogger in a beauty vlog context and (2) test a possible moderating effect of discount codes on the relationships between disclosure timing and attitudes towards the brand and the vlogger. READ MORE