Essays about: "Alena Postnikova"

Found 2 essays containing the words Alena Postnikova.

1. 1. Stop being so informative! : A quantitative study on social media content and consumer engagement

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Alena Postnikova; Mathilda Nilsson; [2019]
   Keywords : Social media content; levels of engagement; social media platforms;

   Abstract : Purpose: Considering previous research on consumers’ social media engagement, content types and social media platforms, the purpose of this research was to explain the relationship between social media content types employed by brands and levels of consumers’ engagement. This since brands nowadays turn more towards branded content rather than advertising and several scholars expressing an urge for explaining an assumed relationship. READ MORE

3. 2. Maybe Influencers Are Not Worth The Hype : An explanatory study on influencers’ characteristics with perceived quality and brand loyalty

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Lovisa Gunnarsson; Anna Folkestad; Alena Postnikova; [2018]
   Keywords : Influencer marketing; influencer; influencers’ characteristics; trustworthiness of an influencer; relatability of an influencer; authenticity of an influencer; brand equity; perceived quality; brand loyalty; social media;

   Abstract : Background: The goal for brand building is to build for the long-term profitability and strengthening of brand equity. A way to build brand equity is to implement social media marketing, where so-called influencer marketing can be used. READ MORE