Essays about: "Influencer marketing"

Showing result 21 - 25 of 180 essays containing the words Influencer marketing.

1. 21. TikTok Made Me Buy It : Influencer Marketing on TikTok: What Affects Swedish Consumers' Purchase Intentions?

   University essay from Jönköping University

   Author : Johanna Nilsson; Filippa Nilsson; Ellen Johansson; [2023]
   Keywords : Influencer marketing; Social media marketing; Electronic Word-of-Mouth; Consumer behavior; Purchase intention; TikTok marketing.;

   Abstract : This study investigates the impact of trustworthiness, perceived expertise, and parasocial relationships on Swedish consumers' purchase intentions on TikTok, focusing on influencer marketing. The problem addressed in this study is the lack of understanding of consumer behavior on TikTok in the context of influencer marketing. READ MORE

3. 22. Influencers' Own Brands : Investigating the Drivers of Young Female Followers' Purchase Intentions towards Influencers' Own Brands

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

   Author : Vilma Bergström; Jennifer Fredriksson Johansson; [2023]
   Keywords : Influencer; Influencers own brands; Young Females; Attitudes; Subjective Norms; Purchase Intention; Shopping habits; Previous experience; Theory of Reasoned Action;

   Abstract : Influencers have been working with collaborations with different brands during a long period of time, the latest development in their career has been to launch their own brands without any intermediators. Previous studies have investigated influencers' own brands but there is still a knowledge gap between intention and behavior. READ MORE

4. 23. China Influencer E-commerce Livestreaming Marketing Strategy Research

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Yimeng Ma; [2023]
   Keywords : e-commerce; netnography; influencers; followers; and online community;

   Abstract : The surge of mobile internet and electronic devices has revolutionized consumer interactions and information consumption. Livestreaming emerges as a prevalent advertising method in e-commerce, compensating for the static nature of traditional platforms by providing dynamic buying experiences. READ MORE

5. 24. From Scroll to Cart: Investigating the Influence of TikTok Community Commerce Content on Adult Purchase Behavior

   University essay from

   Author : Adia Atwell; [2023]
   Keywords : TikTok; Community Commerce; Influence; Purchase Behavior; User-Generated Content; Word of Mouth; Stimulus Organism Response; Social Influence;

   Abstract : With the rise of social media platforms and the increasing popularity of short-form video content, TikTok has emerged as one of the dominant platforms for entertainment, information sharing, and commerce. This thesis aims to examine the influence of community commerce TikTok content on adult users, exploring the impact it has on their purchasing behaviors, perceptions, and overall engagement. READ MORE

6. 25. The effect of Instagram influencers' messages on millennials' purchase intentions and factors that influence these effects : A qualitative study on the impact of attitude, social norms, behavior control, trust and risk on purchase intention

   University essay from Högskolan i Skövde/Institutionen för handel och företagande

   Author : Anton Madsen; Sara Mbuyi Tshibangu; [2023]
   Keywords : Influencers; influencer marketing; Instagram; millennials; purchase intention; TPB; trust; risk; Influencers; influencer marketing; Instagram; millennials; purchase intention; TPB; trust; risk;

   Abstract : Purpose : The purpose of this research is to explore the effects of instagram influencers' on millennials' purchase intentions. The aim is to examine how the independent determinants of intentions (attitude, subjective norms, perceived behavioral control) and psychological positive and negative triggers (trust respective perceived risk) influence these effects. READ MORE