Essays about: "Persuasion Strategy"

Showing result 1 - 5 of 20 essays containing the words Persuasion Strategy.

1. 1. Linguistic persuasion in fast fashion web advertisements : A study based on responses from Generation Z females in Sweden

   University essay from Mälardalens universitet/Akademin för utbildning, kultur och kommunikation

   Author : Elsa Björklund; [2023]
   Keywords : Web advertising; fast fashion; Generation Z; Sweden; linguistic strategies of persuasion; boosters; reader pronouns; directives; rhetorical questions; engagement markers; subject position;

   Abstract : This study examines the response of Generation Z females in Sweden to fast fashion web advertisements incorporating six linguistic persuasion strategies. The aim is to identify which of these strategies can be effectively employed in this context to persuade the targeted demographic. READ MORE

3. 2. When Dragon meets Nāga, the study of strategic narratives of China’s Buddhist Diplomacy in Thailand after the implementation of the Belt and Road Initiative

   University essay from Lunds universitet/Centrum för öst- och sydöstasienstudier

   Author : Chinnapong Chullanandana; [2023]
   Keywords : Sino-Thai relations; soft power; public diplomacy; Belt and Road Initiative; Southern Buddhism; Strategic narratives; Social Sciences;

   Abstract : This thesis investigates the strategic use of narratives in Chinese Buddhist public diplomacy to support the Belt and Road Initiative (BRI) in Thailand. This study examines the different levels of narrative formation, including system, identity, and issue narratives, to provide a comprehensive understanding of the mechanisms that drive communication, persuasion, and influence in international affairs. READ MORE

4. 3. Whoo’s laughing now? A qualitative study of User Responses to Native Content Marketing

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Lovisa Käll; Ebba Keller; [2023]
   Keywords : Native advertising; Content Marketing; Tiktok; Duolingo; Persuasion knowledge model; Associative processing model of humour; consumer attitudes; Social Sciences;

   Abstract : In the dynamic realm of social media marketing, maintaining a competitive edge is crucial; hence marketers are actively seeking strategies to stand out and increase levels of engagement. The study aimed to provide valuable insights into companies' utilisation of native content advertising on TikTok and users' attitudes towards this marketing strategy. READ MORE

5. 4. Followers’ Perception of Transparency in Persuasive Intent : The Role of Parasocial Relationship and Persuasion Knowledge in Sponsored Content

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Rebecca Frölander; Johanna Gullbrandsson; [2022]
   Keywords : Influencer Marketing; Social Media Influencers; Parasocial Relationship; Persuasion Knowledge; Transparency; Sponsored Content;

   Abstract : Background: Social media marketing has grown rapidly in recent years and has become a standard tool for marketers. As a result, companies use social media influencers (SMIs) to reach their target audiences. One important aspect of influencer marketing is the relational aspect. READ MORE

6. 5. Sustainability Propaganda – The Oatly case : A qualitative content analysis of Oatly's external communication.

   University essay from Linnéuniversitetet/Institutionen för medier och journalistik (MJ)

   Author : Maja Lundgren; [2022]
   Keywords : Propaganda; brand activism; persuasion; rhetoric; strategic communication; Oatly; Propaganda; varumärkesaktivism; övertalning; retorik; strategisk kommunikation; Oatly;

   Abstract : The brands' commitment to sustainability is being developed into an established market strategy, which means that the concept of brand activism is becoming increasingly common. Due to this development, the external communication that these brands drive also tends to adopt a more convincing and coercive approach in order to influence the consumers. READ MORE