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Showing result 1 - 5 of 8 essays matching the above criteria.

1. 1. Grandma on YouTube: a case study of the older female YouTuber Korea Grandma

   University essay from Lunds universitet/Medie- och kommunikationsvetenskap; Lunds universitet/Institutionen för kommunikation och medier

   Author : Min Joo Kim; [2020]
   Keywords : micro-celebrity; older adults; older women; ageism; gendered; YouTube; South Korea; Korea Grandma; granfluencer; silver creator; Social Sciences;

   Abstract : Older women have long been invisible and marginalized in society and culture at large because of the ‘gendered’ ageist stereotypes towards them. Especially, ageist stereotypes towards older women have been reinforced by their invisibility and stereotypical portrayals in traditional media. READ MORE

3. 2. Why Brands Still Cause Trouble : Revisiting Holt's dialectical theory of consumer culture and branding

   University essay from

   Author : Luis Grau; Andrei Vanetski; [2018]
   Keywords : brands; consumers; consumer culture; instagram; influencers; marketing; micro-celebrity; endorsement; Bourdieu s habitus; lacan s discourse;

   Abstract : The rise of social media in general and Instagram in particular has enabled a new type of celebrities, called micro-celebrities, that nowadays are being increasingly used by companies to endorse their products or establish their brands. While celebrity endorsement as a type of stealth branding together with some other marketing techniques characteristic of postmodernism were predicted to be unveiled and scorned by consumers (Holt, 2002), there are signs that through the practices of micro-celebrities, the language and logic of marketing have become even more ubiquitous in our contemporary social life (Khamis et al. READ MORE

4. 3. You are what you eat online : the phenomenon of mediated eating practices and their underlying moral regimes in Swedish “What I eat in a day” vlogs

   University essay from Lunds universitet/Medie- och kommunikationsvetenskap

   Author : Christine Sandal; [2018]
   Keywords : foodies; food vlog; aestheticisation; micro celebrity; everyday expertise; eating practices; practice theory; field theory; cultural intermediaries; cultural change; Sweden; Social Sciences;

   Abstract : In Western societies, with increasingly salient mediation processes, eating, too, has become an entanglement of offline and online practices. Food as carrier of values has never merely satisfied bodily needs, which makes it essential to investigate mediated eating practices and emerging digital foodscapes in order to understand how they change everyday life, but also culture at large. READ MORE

5. 4. Influencer Marketing : A mixed method study on the effectiveness and spread of influencers

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

   Author : Elias Pärlhem; Johan Rutberg; [2018]
   Keywords : Influencer marketing; Opinion Leader; Micro-celebrity; Relationships; Instagram; Social Media; Influencers; Personality; Expertise; Influencer marknadsföring; Opinionsledare; Mikrokändis; Relationer; Instagram; Sociala medier; Influencers; Personlighet; Expertis;

   Abstract : This mixed method study set out to investigate how businesses in the fashion and apparel industry can optimize working with two types of influencers; micro-celebrities who rely on their personality to influence, and opinion leaders who rely on their expertise to influence. This was explored through three different research questions. READ MORE

6. 5. The value creation in brand public

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Zana Rama; Hongwei Han; [2018]
   Keywords : Brand public; brand community; crowd; affectivity; connective action; social status game; micro-celebrity; Business and Economics;

   Abstract : Purpose: Brand public is a new theory developed as a brand communication on social media. The aim of this thesis is to reveal the value creation of brand public in contrast to the values created by brand community Methodology: We apply a postmodern perspective and our study is constructionistic, therefore we have selected the qualitative approach called netnography. READ MORE