Essays about: "Influencer marketing"

Showing result 16 - 20 of 180 essays containing the words Influencer marketing.

1. 16. Examine the Impact of Attractiveness of Social Media Influencers on Douyin User Purchase Intentions: A Quantitative Study of Sportswear Industry

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Zehui Sun; Xiaoyuan Cheng; [2023]
   Keywords : Social media influencer; Influencer marketing; Source attractiveness; Consumer attitude; Purchase intention; Business and Economics;

   Abstract : Thesis purpose: The objective is to understand the impact of social media influencers’ familiarity, likeability and similarity on the purchase intention of Douyin users, particularly in the sportswear industry. Methodology: This study has utilised a quantitative method based on a positivist philosophical position, and followed a deductive approach. READ MORE

3. 17. Educate, entertain, and esthetically appeal with influencer marketing videos – but how? : A qualitative descriptive study of the utilization of education, entertainment, and esthetic aspects in influencer marketing videos to promote second hand fashion online stores. 

   University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

   Author : Olivia Mikkola; Meri Viro; [2023]
   Keywords : Online second hand fashion store; social media influencer; store promotion; education; entertainment; esthetics;

   Abstract : Background The online second-hand fashion market is a growing market that can be promoted with the help of social media and influencers. Influencers can help with store promotion as well as to promote sustainability and, therefore, promote this alternative fashion consumption style. READ MORE

4. 18. Finding The Perfect Influencer-Brand Fit: A quantitative study on how the combination of social media influencer type and brand type affects the success of an influencer collaboration.

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

   Author : Alice Fransson; Emilia Köping-Höggård; [2023]
   Keywords : Influencer marketing; Perceived fit; SMI types; Influencer-brand fit; Luxury brands;

   Abstract : In recent years, the use of influencer marketing as a marketing tool has become increasingly popular. With the growth of influencer marketing, different social media influencer (SMI) types have emerged. Previous literature has explored the favorability of one SMI type over another, but none have incorporated brand type as a moderator. READ MORE

5. 19. The Cancel Culture Conundrum: Exploring the Risks for Influencer Marketing

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Mimi Carvell; Alice Nordgren; [2023]
   Keywords : Cancel culture; influencer marketing; decision making; risk; market communication; association network theory; strategy; Business and Economics;

   Abstract : The emergence of cancel culture has become a widely recognised phenomenon, yet its implications for influencer marketing has not been acknowledged in academic research. The purpose of this study was thus to explore how cancel culture is affecting organisation’s perception of risk with influencer marketing and which strategies are adopted to mitigate the risk. READ MORE

6. 20. I don't want your apology

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

   Author : Amanda Stenberg; Clara Carlberg; [2023]
   Keywords : Transgression; Social Media Influencer; Endorsing brands; Response strategy; Mortification strategy;

   Abstract : Social media influencer (SMI) transgressions when endorsing brands have become a current topic and various SMI-related scandals have gained massive media coverage in the past decade. SMIs themselves face backlash and a damaged personal brand image and the endorsing brands express either support or dissociation, through termination of contracts with the endorsed influencer. READ MORE