Essays about: "Social media influencer SMI"

Showing result 1 - 5 of 16 essays containing the words Social media influencer SMI.

  1. 1. Men’s perceptions of endorsers : A qualitative study on how brand love affects men when being exposed to influencer marketing versus celebrity endorsement

    University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

    Author : Elin Nome; Alicia Lindahl; Olivia Jonsson; [2023]
    Keywords : Brand Love; Influencer Marketing; Social Media Influencer SMI ; Celebrity Endorsement; Endorsers; Men; Source Credibility;

    Abstract : Influencer marketing and celebrity endorsement has grown in the past years and has become a vital part of marketing in the fashion industry. This field has been well researched, however a gap in the research is the focus on men and the role brand love has. READ MORE

  3. 2. Influencer Whitelisting & Dark Posts : A Cross-generational Study on Consumers’ Perception and Trust in Social Media Advertisement

    University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

    Author : Sofia Zangrande; [2023]
    Keywords : Influencer marketing; influencer whitelisting; dark posts; social media marketing; influencers; consumer perception; message trustworthiness; millennials; gen-z; gen-x; influencer; marknadsföring; sociala medier; konsumenternas uppfattning; meddelandets trovärdighet;

    Abstract : This paper investigates the perception of dark posts in influencer whitelisting (IWL) and their impact on consumers’ trust compared to other forms of sponsored content on social media. The study employed a mixed-methods approach involving a survey with open-ended questions to gather data from participants across different generational cohorts - GenZ, Millennials and Gen-X. READ MORE

  4. 3. Discovering the SMI Strategy of E-commerce Companies : A qualitative study exploring the decisive parameters in the hiring of social media influencers

    University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

    Author : Hannes Swärd Brattström; Amer Habul; [2023]
    Keywords : E-commerce; SMI Social Media Influencer ; Influencer Marketing; Parasocial Relationship; Trust; Influencer Parameters; Reach; Relevance; Resonance.;

    Abstract : In a society where digitalization thrives, opportunities for both conducting e-commerce and promoting it are enhanced. A common marketing strategy that has shown to be efficient is collaborating with Social Media Influencers. It is widely known that social media influencers can greatly help e-commerce companies get noticed. READ MORE

  5. 4. Finding The Perfect Influencer-Brand Fit: A quantitative study on how the combination of social media influencer type and brand type affects the success of an influencer collaboration.

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

    Author : Alice Fransson; Emilia Köping-Höggård; [2023]
    Keywords : Influencer marketing; Perceived fit; SMI types; Influencer-brand fit; Luxury brands;

    Abstract : In recent years, the use of influencer marketing as a marketing tool has become increasingly popular. With the growth of influencer marketing, different social media influencer (SMI) types have emerged. Previous literature has explored the favorability of one SMI type over another, but none have incorporated brand type as a moderator. READ MORE

  6. 5. I don't want your apology

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

    Author : Amanda Stenberg; Clara Carlberg; [2023]
    Keywords : Transgression; Social Media Influencer; Endorsing brands; Response strategy; Mortification strategy;

    Abstract : Social media influencer (SMI) transgressions when endorsing brands have become a current topic and various SMI-related scandals have gained massive media coverage in the past decade. SMIs themselves face backlash and a damaged personal brand image and the endorsing brands express either support or dissociation, through termination of contracts with the endorsed influencer. READ MORE