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Showing result 1 - 5 of 20 essays matching the above criteria.

1. 1. Unveiling the Art of Illusion: Exploring the Fabrication of Authenticity and Trustworthiness by Social Media Micro-Influencers to Engage Their Audience : An exploratory multiple case study that aims to analyze how social media micro-influencers fabricate authenticity and trustworthiness to engage their audience

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Armin Roshandel; Felix Miöen Dahlström; Kevin Ekström; [2023]
   Keywords : ;

   Abstract : Background: Social networking sites have transformed communication and advertising, with influencers like micro-influencers and "instafamous" individuals playing a crucial marketing role. Businesses now leverage these influencers to engage audiences and promote their brands, creating new opportunities for online brand promotion and consumer engagement. READ MORE

3. 2. State-Sponsored Gambling Advertising

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

   Author : Otto Lundbergh; Oliver Ohlin; [2023]
   Keywords : Swedish Gambling Market; Gambling Advertising; Svenska Spel; Share of Voice;

   Abstract : Gambling in Sweden is increasing and is a large issue for both individuals and the state. The largest actor on the Swedish market is the state-owned company Svenska Spel which offers gambling services online and with a monopoly runs casinos and physical slot machines. To promote their games, Svenska Spel advertises through multiple channels. READ MORE

4. 3. Social Media Made Me Buy It : A qualitative study on how consumers decision- making process gets affected by social media advertising exposure in the evaluation stage of the EBM model when purchasing fashion items.

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Clara Sundqvist; Svante Östholm; [2022]
   Keywords : Social Media; Consumer Behaviour; Advertising Exposure; Purchasing Decision; EBM model;

   Abstract : This thesis was conducted to better understand how consumers in Sweden are affectedin the evaluation stage of the EBM model in the context of social media advertisingexposure within the fashion industry and further to identify what factors are importantfor consumers when evaluating different options and see what type of advertisementthat is preferred. The thesis was conducted using a qualitative approach and datacollection consisted of conducting 25 in-depth semi-structured interviews withconsumers representing different parts of Sweden and 2 expert interviews to betterunderstand the retailer's perspective. READ MORE

5. 4. Paid snapshots - A quantitative study of 'snapshot' aesthetics in paid social media

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

   Author : Måns Holmberg; Niclas Bergquist; [2022]
   Keywords : snapshot aesthetics; social media; paid media; digital advertising;

   Abstract : Paid advertisement continues to be an important tool to reach new customers and increase revenue for retailers. Investments in paid social media remain on the uprise and the effectiveness of reaching new customers through owned media remain questioned. READ MORE

6. 5. Ethical Boundaries of Online Behavioral Targeting : A qualitative Study exploring the Impact of Privacy Concerns on Consumer Engagement and Advertising Avoidance on Instagram.

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

   Author : Sandra Sixl; [2021]
   Keywords : Online behavioral targeting; privacy concerns; consumer engagement; advertising avoidance; sponsored ads;

   Abstract : Online behavioral targeting (OBT) are customized ad messages based on personal information to enhance advertising effectiveness. Greater personalization typically increases relevance but is also told to cause privacy concerns. This study examines the constructs of advertising engagement and advertising avoidance on Instagram. READ MORE