Essays about: "Evelina Kindvall"
Found 1 essay containing the words Evelina Kindvall.
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1. Money Making Characteristics of an Influencer : An explanatory study of the relationship of influencers’ characteristics on consumers’ purchase intentions
University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)Abstract : Background: Influencer marketing is a rather new marketing strategy where companies use influencers to promote their products and services on their own social media platforms. Previous studies have shown that companies use influencer marketing for creating purchase intentions for the consumer, whereas other studies have indicated three different characteristics of an influencer, authenticity, attractiveness and trustworthiness, that are important to possess in order to be able to influence its followers, which is why this study wanted to do a combination of these types of studies. READ MORE