Essays about: "Source credibility"

Showing result 1 - 5 of 58 essays containing the words Source credibility.

  1. 1. Insta(nt) credibility? : Exploring how Generation Z assigns credibility to influencers and their sponsored posts on Instagram

    University essay from Högskolan i Jönköping/Internationella Handelshögskolan; Högskolan i Jönköping/Internationella Handelshögskolan; Högskolan i Jönköping/Internationella Handelshögskolan

    Author : Lisa Stedt; Nathalie Skoglösa; Elina Svelander; [2019]
    Keywords : Influencer marketing; Source credibility; Instagram; Generation Z;

    Abstract : Background: Today, 98% of all Swedish upper secondary school students have Internet access and the majority possess accounts on social media; allowing them to generate content and engage with brands in a new way. Amongst this, we find influencer marketing; a new form of endorsement strategy utilized by companies in the social media setting to promote products and brands. READ MORE

  2. 2. The inclusion of Bio-energy with carbon capture and storage (BECCS) in Integrated Assessment Models: Assessing legitimacy within published climate discourses

    University essay from Uppsala universitet/Institutionen för geovetenskaper

    Author : Guy Finkill; [2019]
    Keywords : BECCS; Discourse; Governance; IAMs; Legitimacy; Sustainable Development.;

    Abstract : This thesis assesses the discourses identified in the literature that is critical to BECCS and its inclusion in IAMs used in the construction of RCP2.6 through a Foucauldian inspired discourse analysis. READ MORE

  3. 3. DO CONSUMERS BELIEVE EACH OTHER ONLINE? : A study of how consumers assess credibility of brand-related UGC

    University essay from Umeå universitet/Företagsekonomi; Umeå universitet/Företagsekonomi

    Author : Rebecca Ketola; Sandra Norrman; [2019]
    Keywords : UGC; brand-related UGC; user-generated content; consumer-generated content; consumer power; consumer response; e-WOM; brand perception; co-creation; brand communication; UGC marketing; brand management; communication process; credibility;

    Abstract : With the gradual rise of Web-2.0 based platforms, Internet users were given the possibility to interact with each other in virtual communities. READ MORE

  4. 4. Instagram profile’s effect on influencer credibility : A qualitative study on how the influencer-follower relationship is affected by the influencers credibility in relation to their Instagram profile.

    University essay from Högskolan i Jönköping/IHH, Företagsekonomi; Högskolan i Jönköping/IHH, Företagsekonomi

    Author : Amanda Anongdeth; Halima Imam Barre; [2019]
    Keywords : Social media marketing; Influencer marketing; Influencer; Credibility; Instagram;

    Abstract : Background: Through digitalization, it has now allowed people to be more linked through different social media platforms and has led to an increase in the use of these platforms such as Facebook, YouTube, Twitter and Instagram. Compared to other social media, Instagram has the highest level of involvement through time spent on the app. READ MORE

  5. 5. Citizen Influencers on Instagram : A quantitative study of persuasiveness and purchase intentions within the fashion industry.

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Sebastian August Michael Jost Auf Der Stroth; Aleksandr Sedov; [2019]
    Keywords : Citizen Influencers; Persuasiveness; Online Purchase Intentions; Source Credibility; Source Attractiveness; Trustworthiness; Expertise; Likeability; Similarity; Familiarity.;

    Abstract : Background: With social media being ever present in today's marketing world, research guiding and aiding this phenomenon is of mount importance. With social credibility and source attractiveness being lucrative schemes on citizen influencers persuasiveness towards target followers on Instagram and ultimately the drive of online purchase intentions, a holistic approach is introduced to understand each key determinant of each phenomena. READ MORE