Essays about: "media authenticity"
Showing result 1 - 5 of 77 essays containing the words media authenticity.
-
1. Real vs Reel: Drivers of Consumer Engagement in Online Brand Communities. A Netnographic Study on Red Bull’s Facebook Brand Page
University essay from Göteborgs universitet/Företagsekonomiska institutionenAbstract : Online brand communities contribute to companies by being a digital extension of the brand, enabling a diversified complementary market, and constituting a driving marketing force through consumer engagement. However, with great opportunities comes also great responsibilities, and its challenges. READ MORE
-
2. The Authenticity Imperative - Towards Building Long-Term Relationships with Social Media Influencers in the Digital Age
University essay from Lunds universitet/Institutionen för strategisk kommunikationAbstract : Capturing how organizations build and maintain long-term and mutual beneficial relationships with influencers is an urgent quest by both, communication practitioners and scholars. In the ever-evolving context of digitalization, navigating influencer communication remains to be a major challenge, as the concept of an authentic partnership is constantly adapting in the fast-paced social media realm. READ MORE
-
3. “Breaths of Joburg” – One Play, Multiple Perceptions : A Johannesburg Literary Site-Specific Theatre Pilot Project
University essay from Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)Abstract : This thesis examines the perception of the city of Johannesburg through a participatory theatre pilot project titled “Breaths of Joburg”. It looks at how different stakeholders, such as the performance director, professional and student actors, as well as the writers who inspired the texts used as a basis for the theatre, the live audience as well as the social media audience perceived Johannesburg and whether their perceptions changed after experiencing the play. READ MORE
-
4. Unveiling the Art of Illusion: Exploring the Fabrication of Authenticity and Trustworthiness by Social Media Micro-Influencers to Engage Their Audience : An exploratory multiple case study that aims to analyze how social media micro-influencers fabricate authenticity and trustworthiness to engage their audience
University essay from Jönköping University/Internationella HandelshögskolanAbstract : Background: Social networking sites have transformed communication and advertising, with influencers like micro-influencers and "instafamous" individuals playing a crucial marketing role. Businesses now leverage these influencers to engage audiences and promote their brands, creating new opportunities for online brand promotion and consumer engagement. READ MORE
-
5. 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
