Essays about: "Endorsement theory"

Showing result 1 - 5 of 30 essays containing the words Endorsement theory.

  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. The Quiet Part Out Loud - Conspiracy theories and the rhetoric among activists in Sweden related to the Coronavirus pandemic

    University essay from Lunds universitet/Sociologiska institutionen; Lunds universitet/Sociologi

    Author : Felix Adolfsson; [2022]
    Keywords : anti-vaccination; Covid-19; digital environments; stigmatized knowledge; democracy; far-right ideology; Social Sciences;

    Abstract : This thesis deals with a set of organized activist movements during the harshest restrictions of the Covid-19 pandemic in Sweden. These groups protested both online and offline against imposed restrictions and vaccinations, displaying a critical attitude towards recommendations and restrictions such as by gathering in large crowds. READ MORE

  4. 3. A possible defense of philosophical anarchism : An examination of whether A. John Simmons' philosophical anarchism can withstand Luara Ferracioli's counterargument

    University essay from Umeå universitet/Institutionen för idé- och samhällsstudier

    Author : Elias Grabka; [2022]
    Keywords : Anarchism; Legitimacy; Justification; John Simmons; Luara Ferracioli;

    Abstract : The philosopher A. John Simmons has early on put forward a defense for philosophical anarchism. He believes that he has succeeded to establish that the different non-voluntaristic attempts to explain state legitimacy all fail to give a solid explanation of how states can be legitimate without expressed consent. READ MORE

  5. 4. Instagram Influencers Impact on Customers' Intention on Purchasing Perfume

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : My Bui; Anh Tran; [2022]
    Keywords : purchase intention; influencer marketing; celebrity endorsements; source credibility; social media influencer; Instagram;

    Abstract : Background: Celebrity endorsements is a marketing strategy that has been long used bymarketers to strengthen brands' reputations. Nowadays, due to the fast growth of socialmedia, number of people using social media increase day-by-day. Hence, the use of digitalplatforms as marketing channel has increasing. READ MORE

  6. 5. The Intention Of China’s Generation-Y To Abandon A Brand After A Celebrity Endorsement Scandal: A Theory Of Planned Behavior Approach

    University essay from Jönköping University

    Author : Paul Van Caenegem; Yajun Liang; [2022]
    Keywords : Theory of Planned Behavior; Celebrity endorsements; Celebrity Scandals; China s Generation-Y;

    Abstract : Background: With increased scrutiny of celebrities by the Chinese government, more and more celebrities are being exposed to being caught in various scandals. This leads to the challenge of how companies respond to such celebrity endorsements followed by scandals to incorporate the intentions of independent, socially conscious China’s Generation-Y. READ MORE