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Showing result 1 - 5 of 104 essays matching the above criteria.

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. Trust in Motion: Navigating the Liability of Distrust in Autonomous Vehicle Digital Brand Communication

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Saga Blomström; Josef Waldfogel; [2023]
   Keywords : Automated vehicles; Autonomous; AV; Artificial intelligence; AI; SAE level 5; Digital Brand Communication; Liability of distrust; Startups; Source credibility model; Framing theory; Social Sciences;

   Abstract : While previous research has primarily focused on the sources and causes shaping attitudes towards artificial intelligence and autonomous vehicles, this research attempts to shed light on the communication efforts employed by autonomous vehicle companies. Using qualitative content analysis of the website material from three distinct SAE level 5 autonomous vehicle organizations, the study aims to achieve two primary objectives: to investigate how digital brand communication in the autonomous vehicle industry addresses the liability of distrust, and to propose improvements for redesigning communication to reduce consumer distrust. READ MORE

4. 3. Sync your tests : A qualitative study on strategies for testing asynchronous code

   University essay from Linköpings universitet/Institutionen för datavetenskap

   Author : Rasmus Lagerström; Filip Kjellgren; [2023]
   Keywords : ;

   Abstract : The rise of Electrical control units inside of vehicles has led to strict safety regulationsin terms of testing specific software. When the software indicates errors due to inconsistenttests, instead of actual faults, problems arise and a product’s credibility and reliability arequestioned. READ MORE

5. 4. 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

6. 5. 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