Essays about: "Parasocial Interaction"

Showing result 6 - 9 of 9 essays containing the words Parasocial Interaction.

1. 6. "This is my favorite beauty product… Do you like it too?” : A quantitative study on the user's interaction on beauty brands' Instagram account and how the presence of an influencer effect it.

   University essay from Karlstads universitet/Institutionen för geografi, medier och kommunikation (from 2013)

   Author : Fanny Evensson; Erika Jansson; [2020]
   Keywords : Influencer; interaction; parasocial interaction and beauty market.; Influencer; interaktion; parasocial interaktion och skönhetsbranschen.;

   Abstract : Looking at earlier studies and previous research in influencer marketing and parasocial relations between influencers and their followers, many of them are studying influencers in other countries such as Singapore and not in Sweden. This is a research gap we want to fill, which is why this study is focusing on Swedish influencers. READ MORE

3. 7. Robot or Human? The Marketing Phenomenon of Virtual Influencers : A Case Study About Virtual Influencers’ Parasocial Interaction on Instagram

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Victoria Molin; Sofia Nordgren; [2019]
   Keywords : Parasocial Interaction; Influencers; Influencer Marketing; Virtual Robots; Robot Acceptance; Source Credibility;

   Abstract : Title: Robot or Human? The Marketing Phenomenon of Virtual Influencers: A Case Study About Virtual Influencers’ Parasocial Interaction on Instagram. Purpose: As it is already established that human influencers can create parasocial interaction with their followers, the purpose of this study is to explore parasocial interaction with virtual influencers through their perceived source credibility. READ MORE

4. 8. Like, Comment & Subscribe

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Olle Eriksson; Christian Vilselius; [2017]
   Keywords : Influencer marketing; Celebrity endorsement; Advertising effectiveness; Adverting equity; Parasocial interaction;

   Abstract : Despite influencer marketing being an increasingly popular marketing communications strategy for practitioners today, little academic research has explored how to best execute influencer marketing campaigns in order to generate the highest advertising effectiveness and consumer-­-perceived value. By looking at influencers as celebrity endorsers who are applying an advertising approach perspective, the purpose of the thesis is to investigate what combination of type of influencer and type of advertising message is most suitable in picture-­-based and video-­- based content community settings respectively. READ MORE

5. 9. Connection through projection- a quantitative study of consumer evaluations of brand extensions performed by personal brands

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Rebecca Johansson; Agnes Malm; [2014]
   Keywords : Personal brand; Corporate brand; Parasocial interaction; Brand attachment; Congruence;

   Abstract : In a transforming media landscape, new ways for companies to build relationships with consumers emerge. Existing research points towards that brands with higher attachment and visibility in media give rise to more positive consumer evaluations. READ MORE