Essays about: "Sponsorship Disclosure"

Found 4 essays containing the words Sponsorship Disclosure.

1. 1. 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

3. 2. Sponsorship transparency on purchase intention

   University essay from Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

   Author : Huria Abdulkadir Ali; Maditlhare Lebohang Elsy Kalane; [2020]
   Keywords : Purchase intention; sponsorship transparency; influencers; source credibility; disclosure;

   Abstract : The purpose of this paper is to examine how consumers’ online purchase intention is impacted by sponsorship transparency and the use of disclosure. An online survey was collected from 135 people from 41 different countries around the world. READ MORE

4. 3. Where should your influencer marketing strategy land?

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

   Author : Sofie Murakas; Emmy Svedberg; [2018]
   Keywords : Influencer marketing; Landing page; Influencer post; Sponsorship disclosure; Instagram;

   Abstract : Influencer marketing is growing. With a decline in traditional media, companies are exploring alternative options. With the ever changing landscape of social media, new strategic challenges constantly arises. With influencer marketing, companies can endorse their product through the influencers' social media crowd. READ MORE

5. 4. “This Video is Sponsored by L’Oréal” - A Test of Competing Hypotheses on the Effects of Sponsorship

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Paulina Lundin; Kristina Huhn; [2017]
   Keywords : Beauty vlogs; Brand Attittude; Vlogger Attitude; Sponsorship Disclosure; Business and Economics;

   Abstract : Thesis purpose: The aims of this thesis are to investigate (1) the effect of sponsorship disclosure timing (before vs. after) on attitudes towards the brand and attitudes towards the vlogger in a beauty vlog context and (2) test a possible moderating effect of discount codes on the relationships between disclosure timing and attitudes towards the brand and the vlogger. READ MORE