Essays about: "message trustworthiness"

Showing result 1 - 5 of 14 essays containing the words message trustworthiness.

1. 1. Digital media use towards relationship initiation in marketing : A qualitative study of Swedish Micro-firms in a B2B context

   University essay from Umeå universitet/Företagsekonomi

   Author : Xian Li; [2023]
   Keywords : Keywords: Digital media; Relationship marketing; Business-to-Business marketing; Trust; Customer relationship initiation;

   Abstract : This thesis aims to explore what and how Swedish micro firms use digital media towards relationship initiation in a Business-to-Business (B2B) context. Digital media has been increasingly studied in marketing over time, but it has been predominated by Business-to- Customer (B2C) context, while the Business-to-Business context lacks attention, micro B2B firms even less in particular. READ MORE

3. 2. 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)

   Author : Sofia Zangrande; [2023]
   Keywords : Influencer marketing; influencer whitelisting; dark posts; social media marketing; influencers; consumer perception; message trustworthiness; millennials; gen-z; gen-x; influencer; marknadsföring; sociala medier; konsumenternas uppfattning; meddelandets trovärdighet;

   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

4. 3. Educate, entertain, and esthetically appeal with influencer marketing videos – but how? : A qualitative descriptive study of the utilization of education, entertainment, and esthetic aspects in influencer marketing videos to promote second hand fashion online stores. 

   University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

   Author : Olivia Mikkola; Meri Viro; [2023]
   Keywords : Online second hand fashion store; social media influencer; store promotion; education; entertainment; esthetics;

   Abstract : Background The online second-hand fashion market is a growing market that can be promoted with the help of social media and influencers. Influencers can help with store promotion as well as to promote sustainability and, therefore, promote this alternative fashion consumption style. READ MORE

5. 4. With great power comes great social responsibility

   University essay from

   Author : Eric Björklund; Johan Börjesson; [2022]
   Keywords : CSR; Trustworthiness; Trust; Transparency; Authenticity; Euphemisms; Social Media; CSR; Trovärdighet; Tillit; Transparens; Äkthet; Eufemismer; Sociala Medier;

   Abstract : The overall vagueness of words and sentences can show differences in meaning and perceptions. Applying this to Corporate Social Responsibility (CSR) initiatives can end up being misleading, especially in an online setting such as social media, which has shown as a preferable medium for these kinds of messages. READ MORE

6. 5. Fostering The Customers’ Purchase Intentions Through Social Media Influencers: An Intervening and Interactional Analysis

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Hany Wulandari; Nida Tanveer; [2022]
   Keywords : Social Media Influencers SMI ; SMI’s credibility; brand image; brand self-congruence; purchase intentions.; Business and Economics;

   Abstract : This study emphasizes the significance of social media influencer traits, such as expert, trustworthiness, likeability, and homophily, in determining the legitimacy of social media influencers as a formative construct in Sweden's fashion sector. It successfully instils brand image in customers, which leads to purchase intentions. READ MORE