Essays about: "celebrity endorsement consumer"

Showing result 1 - 5 of 20 essays containing the words celebrity endorsement consumer.

1. 1. Influencer Endorsements of E-Cigarette Brands on Instagram : A study of Gen Z perception of influencers endorsing e- cigarette brands on Instagram

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Isha Grover; Ander Jauregui; [2023]
   Keywords : Instagram; Influencer Marketing; Gen Z; E-cigarettes; E-cigarette influencers; Source Credibility; Sponsorship disclosures; Celebrity Endorsement;

   Abstract : The widespread use of social media platforms and the emergence of influencer marketing have revolutionized brand-consumer interactions, particularly among the younger demographic. In line with this trend, the influence of e-cigarette influencers on Generation Z (Gen Z) has become a prominent area of research. READ MORE

3. 2. What influences most: Celebrities, Influencers, or Mascots?: Investigating the effectiveness of different Endorsers in Consumer Communication

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

   Author : Emma Edström; Yufei Erik Luo; [2023]
   Keywords : Endorser Marketing; Source Credibility Model; Source Attractiveness Model; Product Match-Up Hypothesis; Endorsement;

   Abstract : This thesis aims to bring insights into the field of endorser marketing. Celebrity, mascot, and influencer endorsements, especially with the rise of social media, are very popular and often-used by marketers in B2C marketing. READ MORE

4. 3. The influence of celebrity endorsement through social media on impulsive buying in Sweden

   University essay from Högskolan i Gävle/Företagsekonomi

   Author : Halima Abedin Jitu; MD Atiqur Rahman; [2020]
   Keywords : Celebrity; Consumer behavior; Endorsement; Impulsive buying; Social media.;

   Abstract : Aim The authors seek to explore the impact of celebrity endorsement through social media on consumer behavior, specifically on impulsive buying. Methodology The quantitative research approach was adopted, and a questionnaire was administered to university students in 3 cities (Gavle, Uppsala, and Stockholm). READ MORE

5. 4. Chinese Consumer Willingness Towards Eco-Conscious Apparel Purchase : An Application of the Theory of Planned Behavior

   University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

   Author : Fanlv Jin; [2019]
   Keywords : Eco-conscious apparel; Theory of planned behavior; Sustainable consumption in China; Willingness to pay a price premium; Sustainable fashion; Apparel containing recycled fibers;

   Abstract : Purpose – This thesis aims to contribute to the understanding of the Chinese customers’ perception and acceptance of eco-conscious apparel (ECA) based on the theory of planned behavior (TPB). The thesis further examines whether people would like to pay more for ECA and how the factor of willingness to pay a premium is influenced by TPB variables. READ MORE

6. 5. To Influence and Be Influenced

   University essay from Göteborgs universitet/Graduate School

   Author : Ebba Törneman; Erika Molinder; [2018-07-03]
   Keywords : Celebrity endorsement; Micro-influencers; Macro-influencers; Social media; Authenticity; Identification;

   Abstract : Marketing efforts using traditional celebrity endorsers have for long been widely used with great success. However, the rise and development of the internet, as well as businesses’ products and services becoming more digitised, new forms of product endorsement have emerged. READ MORE