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Showing result 1 - 5 of 6 essays matching the above criteria.

1. 1. How is the consumer influenced by social media influencers? : A qualitative exploratory study of how the consumers' buyer decision process is influenced by social media influencers.

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Leah Gentele; Mikaela Persson; [2022]
   Keywords : Consumer Behavior; Influence; Buyer Decision Process; Instagram; Social Media Influencers SMI s ;

   Abstract : Background: Social media influencers (SMI’s) can influence the consumers’ decisions by sending out social signals through social functions which social media platforms enable. These social functions SMI’s as well as consumers use, could be for example through sharing content; having a conversation; developing relationships with like-minded individuals; or it could also be used for sending out social signals, such as identity, presence or reputation. READ MORE

3. 2. The Mystery of Social Media Influencers Influencing Characteristics : An exploratory study on how social media influencers characteristics influence consumer purchase intentions

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Amanda Håkansson; Emelie Jansson; Noah Kapteijn; [2020]
   Keywords : SMI; purchase intentions; SMI characteristics; attractiveness; similarities; authenticity; trustworthiness;

   Abstract : Background: Social media have had a big influence on consumers engagement and the upcoming of social media influencers. Social media influencers are often seen as people who are similar to their audience and could be seen as strong opinion leaders. READ MORE

4. 3. Entrepreneurs of Social Media : How Social Media Influencers differ from other Social Media Users

   University essay from Jönköping University/IHH, Företagsekonomi; Jönköping University/IHH, Centre for Family Entrepreneurship and Ownership (CeFEO); Jönköping University/IHH, Media, Management and Transformation Centre (MMTC)

   Author : Janet Temitope Adenola; [2019]
   Keywords : Social media influencers; SMI; Social media users; Entrepreneurship; EO; Entrepreneurial Orientation; IEO; Individual entrepreneurial orientation; personality traits; Entrepreneurship; Social media entrepreneurs; Entrepreneurs; SMI; Social media influencers; EO;

   Abstract : Background:  Over the years, traditional entrepreneurs started businesses due to either pull or push factors within their environments. Research has been carried out in profiling different types of entrepreneurs and their characteristics. READ MORE

5. 4. “This post is a paid sponsorship” Do we care? : How consumers perceive brands when social media influencers disclose paid partnerships

   University essay from Högskolan Kristianstad/Fakulteten för ekonomi

   Author : Anton Phan; Sinem Yedic; [2018]
   Keywords : Social media influencer SMI ; consumer brand perception; marketing regulations; influence of SMIs; content; trust; truthfulness;

   Abstract : An over-commercialized society has made consumers prefer the opinions of influential people in online settings. Companies have a harder time reaching consumers and therefore turn to social media influencers (SMIs) for exposure. READ MORE

6. 5. How Does Intrinsic Motivation Moderate The Effect of honThe Sustained Use of Wearable Fitness Technology? : A Quantitative Study

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Rasmus Eriksson; Jonas Kose; Antonio Tacke; [2017]
   Keywords : ​Influencer marketing; social media marketing; WOM; communication; SMI;

   Abstract : Background: ​The use of influencers in social media has become a popular strategy in online marketing. The theoretical field is originally derived from communication and word-of-mouth where certain individuals possess the ability to influence others. READ MORE