Essays about: "Social Media Influencer"

Showing result 26 - 30 of 169 essays containing the words Social Media Influencer.

1. 26. The effect of Instagram influencers' messages on millennials' purchase intentions and factors that influence these effects : A qualitative study on the impact of attitude, social norms, behavior control, trust and risk on purchase intention

   University essay from Högskolan i Skövde/Institutionen för handel och företagande

   Author : Anton Madsen; Sara Mbuyi Tshibangu; [2023]
   Keywords : Influencers; influencer marketing; Instagram; millennials; purchase intention; TPB; trust; risk; Influencers; influencer marketing; Instagram; millennials; purchase intention; TPB; trust; risk;

   Abstract : Purpose : The purpose of this research is to explore the effects of instagram influencers' on millennials' purchase intentions. The aim is to examine how the independent determinants of intentions (attitude, subjective norms, perceived behavioral control) and psychological positive and negative triggers (trust respective perceived risk) influence these effects. READ MORE

3. 27. What influences most: Celebrities, Influencers, or Mascots?: Investigating the effectiveness of different Endorsers in Consumer Communication

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

   Author : Emma Edström; Yufei Erik Luo; [2023]
   Keywords : Endorser Marketing; Source Credibility Model; Source Attractiveness Model; Product Match-Up Hypothesis; Endorsement;

   Abstract : This thesis aims to bring insights into the field of endorser marketing. Celebrity, mascot, and influencer endorsements, especially with the rise of social media, are very popular and often-used by marketers in B2C marketing. READ MORE

4. 28. From likes to brands: Social media influencers as co-founders : A multiple case study investigating social media influencers' effect on brand knowledge of e-commerce companies.

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Neea Eveliina Jussila; Karin Strandberg; Vide Blomdahl; [2023]
   Keywords : Brand Knowledge; Social Media Influencer; Human Brand; E-commerce company;

   Abstract : Background: Social media influencers (SMIs) have become an important asset to the constantly changing world of marketing. The impact SMIs have within e-commerce and the influence they have on consumers have been observed. Therefore, the use of SMIs as a marketing tool in improving brand knowledge has been vastly adopted by many companies. READ MORE

5. 29. The Cancelling of Margaux Dietz : How Public Relations Practitioners Reflects on the Intersection of Influencer Marketing and Cancel Culture in Sweden

   University essay from Uppsala universitet/Institutionen för informatik och media

   Author : Ellinor Ljung; [2023]
   Keywords : Cancel culture; Image Repair Theory; influencer marketing; Margaux Dietz; public relations;

   Abstract : This thesis aims to investigate Swedish PR practitioners’ assessments of and proposed response strategies to the cancellation case of Swedish social media influencer Margaux Dietz. Multiple organisations cancelled their collaborations with Dietz in November 2022 following a criticized video scandal. READ MORE

6. 30. Strategies and Crisis Management Concerning the Cancel Culture in Influencer Marketing : A qualitative study on how influencers strategically prevents and tackles the phenomena cancel culture, along with the source for cancellation

   University essay from Jönköping University

   Author : Rebecka Danielson; Emilia Eriksson; Hanna Schongin; [2023]
   Keywords : Influencers; Cancel; Culture; Strategies; Crisis Management; Social Media;

   Abstract : Abstract  Background: Circumstances deemed immoral conduct within the influencer marketing industry provoke eloquent sentiments and originated the phenomenon referred to as cancel culture. In spite of the industry's expansion and influencer marketing growth in revenue, there is presently a scarcity of academic research on influencer strategies that manage the cancel culture within social media. READ MORE