Essays about: "Source Attractiveness"

Showing result 1 - 5 of 30 essays containing the words Source Attractiveness.

  1. 1. Perceived credibility of the organic and sponsored links in the search engine listings : Factors affecting the internet users' perception of the links

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

    Author : Amelia Hilmersson; [2023]
    Keywords : Perceived credibility; source credibility; organic links; sponsored links; search engine marketing;

    Abstract : People choose to spend a large amount of their time on the internet these days, which has led to an increase in search engine marketing. It is a form of online marketing that displays the ads as organic and sponsored links and is considered less intrusive by internet users. READ MORE

  3. 2. Are Influencers the Next Brand-Building Tool? : A Qualitative Study on How Influencer Marketing Affects Customer-Based Brand Equity

    University essay from Umeå universitet/Företagsekonomi

    Author : Klara Brännström; Sandra Elstig; [2023]
    Keywords : Influencer Marketing; Customer-Based Brand Equity;

    Abstract : Given the rise of social media and the growing importance of influencers on consumer behavior, gaining an understanding of how influencers and the practice of influencer marketing impact the brand from the consumer's perspective is crucial. Additionally, a significant amount of companies compete for consumers' attention in today's market. READ MORE

  4. 3. Examine the Impact of Attractiveness of Social Media Influencers on Douyin User Purchase Intentions: A Quantitative Study of Sportswear Industry

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Zehui Sun; Xiaoyuan Cheng; [2023]
    Keywords : Social media influencer; Influencer marketing; Source attractiveness; Consumer attitude; Purchase intention; Business and Economics;

    Abstract : Thesis purpose: The objective is to understand the impact of social media influencers’ familiarity, likeability and similarity on the purchase intention of Douyin users, particularly in the sportswear industry. Methodology: This study has utilised a quantitative method based on a positivist philosophical position, and followed a deductive approach. READ MORE

  5. 4. 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

  6. 5. Instagram Influencers Impact on Customers' Intention on Purchasing Perfume

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : My Bui; Anh Tran; [2022]
    Keywords : purchase intention; influencer marketing; celebrity endorsements; source credibility; social media influencer; Instagram;

    Abstract : Background: Celebrity endorsements is a marketing strategy that has been long used bymarketers to strengthen brands' reputations. Nowadays, due to the fast growth of socialmedia, number of people using social media increase day-by-day. Hence, the use of digitalplatforms as marketing channel has increasing. READ MORE