Essays about: "Celebrity Endorsement"

Showing result 1 - 5 of 31 essays containing the words Celebrity Endorsement.

  1. 1. 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 : MSc in Marketing and Consumption.... READ MORE

  2. 2. Why Brands Still Cause Trouble : Revisiting Holt's dialectical theory of consumer culture and branding

    University essay from

    Author : Luis Grau; Andrei Vanetski; [2018]
    Keywords : brands; consumers; consumer culture; instagram; influencers; marketing; micro-celebrity; endorsement; Bourdieu s habitus; lacan s discourse;

    Abstract : The rise of social media in general and Instagram in particular has enabled a new type of celebrities, called micro-celebrities, that nowadays are being increasingly used by companies to endorse their products or establish their brands. While celebrity endorsement as a type of stealth branding together with some other marketing techniques characteristic of postmodernism were predicted to be unveiled and scorned by consumers (Holt, 2002), there are signs that through the practices of micro-celebrities, the language and logic of marketing have become even more ubiquitous in our contemporary social life (Khamis et al. READ MORE

  3. 3. The role of peer-created content in digital advertising : Perceptions of sponsored and non-sponsored recommendations on Instagram, its recognition as a product advertisement and its effects on the level of trustworthiness.

    University essay from Högskolan i Jönköping/Internationella Handelshögskolan; Högskolan i Jönköping/Internationella Handelshögskolan

    Author : Karolina Gibała; Aleksandra Gujda; [2018]
    Keywords : trustworthiness; Instagram; sponsored; non-sponsored; perception; product advertisement;

    Abstract : Background: Changing interests and expectations of societies have resulted in the development of new communication and business channels. The boom of social media, allowed for a rapid exchange of beliefs, opinions and ideas. The ways of advertising products have also been changed. READ MORE

  4. 4. Celebrity Endorsement - Consumers’ willingness to pay for celebrity endorsed products

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Author : Mohammad Kheder; [2018]
    Keywords : ;

    Abstract : Celebrity endorsement has become a widely studied and applied concept by the marketers and managers in modern business organizations. With the progressive marketing and business methods, new promotional tools have also been introduced to provide a competitive edge to the organizations. This paper deals with the research question i.e. READ MORE

  5. 5. The Gentleman, The Rebel and The Villain: A comparative study of the scandal-sensitivity of athlete personalities in sports marketing

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

    Author : Anthony Grivas; Fabian Bratell; [2018]
    Keywords : sports marketing; celebrity-athlete endorsement; social psychology; scandals; consumer response;

    Abstract : Celebrity athletes have been powerful marketing tools throughout the professionalization and commercialization of sports. During the last couple of decades, the amount of sponsorship money allocated to the sports industry has rapidly increased, outplaying other sectors of entertainment. READ MORE