Essays about: "Influencers"

Showing result 6 - 10 of 301 essays containing the word Influencers.

1. 6. Men’s perceptions of endorsers : A qualitative study on how brand love affects men when being exposed to influencer marketing versus celebrity endorsement

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

   Author : Elin Nome; Alicia Lindahl; Olivia Jonsson; [2023]
   Keywords : Brand Love; Influencer Marketing; Social Media Influencer SMI ; Celebrity Endorsement; Endorsers; Men; Source Credibility;

   Abstract : Influencer marketing and celebrity endorsement has grown in the past years and has become a vital part of marketing in the fashion industry. This field has been well researched, however a gap in the research is the focus on men and the role brand love has. READ MORE

3. 7. The complexity of cancel culture: : Unveiling the personal and social drivers that influences the decision to cancel

   University essay from Umeå universitet/Företagsekonomi

   Author : Najda Gvozden; Lovisa Zetterlind; [2023]
   Keywords : cancel culture; social media; canceled influencers; influencer marketing; social norms; moral transgression; social justice; social identity theory; theory of planned behavior;

   Abstract : The rise of social media has emerged the social phenomena called cancel culture, where individuals hold influencers and endorsed brands accountable for perceived immoral actions. Cancel culture originates from a desire for social justice, where the consequences of those cancelled could be temporary and long-lasting reputational damage. READ MORE

4. 8. The Authenticity Imperative - Towards Building Long-Term Relationships with Social Media Influencers in the Digital Age

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Alexandra Nuria Kunert; [2023]
   Keywords : social media influencer; influencer relations; authenticity; relationship management; strategic communication; Social Sciences;

   Abstract : Capturing how organizations build and maintain long-term and mutual beneficial relationships with influencers is an urgent quest by both, communication practitioners and scholars. In the ever-evolving context of digitalization, navigating influencer communication remains to be a major challenge, as the concept of an authentic partnership is constantly adapting in the fast-paced social media realm. READ MORE

5. 9. THE ROLE OF SOCIAL MEDIA FASHION  INFLUENCERS ON GEN Z CONSUMERS LAST MINUTE HOLIDAY SHOPPING : A qualitative study on gen z consumers purchase behavior on fast-fashion retailer  

   University essay from Linnéuniversitetet/Institutionen för management (MAN)

   Author : Tracy Najjuko; [2023]
   Keywords : Consumer behavior; Purchase intention; Social media; Influencers; Fashion; Fast-fashion;

   Abstract : The online activities on social media have become a popular beverage among female gen zers in Sweden, as they rely on the platforms to recieve the information they need when evaluating a fashion purchase. This research aims to investigate the consumer last-minute holiday shopping on fast-fashion brands, and how the online fashion influencer could impact them in such occasions. READ MORE

6. 10. Are you fitting in? A study on the effects of fitness influencers on male body image

   University essay from Jönköping University/IHH, Marketing and Logistics

   Author : Anne Heinicke; Zoe Vagic; [2023]
   Keywords : body image; fitness influencer; body dissatisfaction; social comparison theory;

   Abstract : Background: The ideals of beauty standards had been under constant change throughout history, and quite often would remain out of reach to the determent of many. The application of an idealized image of oneself remains a powerful tool when it comes to persuasion in social media and marketing. READ MORE