Essays about: "Josefin Dahlqvist"

Found 1 essay containing the words Josefin Dahlqvist.

  1. 1. How competing brands are being communicated through Influencer Marketing : A qualitative study aimed to explore how consumers evaluate an influencer communicating competing brands

    University essay from Högskolan i Jönköping/IHH, Företagsekonomi

    Author : Josefin Dahlqvist; Samanta Preiksaite; [2018]
    Keywords : Influencer Marketing; Communication; Trust; Influencer-Consumer Relationship; Consumer Purchasing Decisions;

    Abstract : Background: In today’s society, Influencer Marketing (IM) has become a rising phenomenon where brands collaborate with influencers in order to reach a wider range of consumers. Through the popularity of IM, influencers hold strong influential power since consumers feel a higher level of relatedness to them than traditional marketing efforts. READ MORE