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  1. 1. A world full of influences : A quantitative study on how Generation Z’s view of a brand’s trustworthiness are affected by Influencers wrongdoings. 

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Johanna Samuelsson; Evelina Tornhed; [2020]
    Keywords : Generation Z; Influencer trustworthiness; brand trustworthiness; spillover effect;

    Abstract : Problem definition: Along with a rapid growth of Internet usage new forms of communication and marketing have occurred. Influencer marketing have become a popular marketing form, but are brand’s aware of the risk it involves when collaborating with an influencer? This thesis examines how a brand’s trustworthiness can be affected by an influencer’s wrongdoing, in the perception of the critical generation - Generation Z. READ MORE