Advanced search

Found 2 essays matching the above criteria.

1. 1. Follow, Like and Share the Leader: Examining SMI Marketing through the Lense of Personality Cults

   University essay from Göteborgs universitet/Graduate School

   Author : Liam Silva Vail; [2020-06-23]
   Keywords : Social Media Influencer; Cult of Personality; SMI marketing; Digital Cults of Personality;

   Abstract : Purpose: As marketing campaigns are using social media influencers (SMI) more and more, this thesis examines if the psychological underpinnings in the follower-leader dynamic in cults of personality (CoP) can help explain the behaviour of those who follow SMIs and if this leads to better marketing performance. Method: This report utilizes a quantitative, survey-based approach to test a wide spectrum of social media users. READ MORE

3. 2. Follow, Like and Share the Leader: Examining SMI Marketing through the Lense of Personality Cults

   University essay from Göteborgs universitet/Graduate School

   Author : Liam Silva Vail; [2020-06-16]
   Keywords : Social Media Influencer; Cult of Personality; SMI marketing; Digital Cults of Personality 1;

   Abstract : Purpose: As marketing campaigns are using social media influencers (SMI) more and more, this thesis examines if the psychological underpinnings in the follower-leader dynamic in cults of personality (CoP) can help explain the behaviour of those who follow SMIs and if this leads to better marketing performance. Method: This report utilizes a quantitative, survey-based approach to test a wide spectrum of social media users. READ MORE