Essays about: "Linnea Boestam"

Found 1 essay containing the words Linnea Boestam.

  1. 1. How credible is the incredible influencer? : A study examining what factors affect the perception of credibility in influencer marketing.

    University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

    Author : Emma Häregård Edvardsson; Linnea Boestam; [2018]
    Keywords : Influencer marketing; social media; WOM; celebrity endorsement; social identity theory; perception; credibility;

    Abstract : Problem formulation: What factors affect the consumers perception of credibility in influencer marketing on social media? How and why do certain factors affect the credibility of influencer marketing? Purpose: The purpose of this thesis is to understand what factors affect the perception of credibility in influencer marketing on social media. Moreover, the aim is to understand how and why certain factors affect the credibility in influencer marketing in order to elaborate a conceptual model consisting of factors generating credible influencer marketing. READ MORE