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Showing result 1 - 5 of 16 essays matching the above criteria.

  1. 1. China Influencer E-commerce Livestreaming Marketing Strategy Research

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Yimeng Ma; [2023]
    Keywords : e-commerce; netnography; influencers; followers; and online community;

    Abstract : The surge of mobile internet and electronic devices has revolutionized consumer interactions and information consumption. Livestreaming emerges as a prevalent advertising method in e-commerce, compensating for the static nature of traditional platforms by providing dynamic buying experiences. READ MORE

  3. 2. Addressing financial gender (in)equality with advertisements - A no or a go? : A qualitative study on how the commercial bank DNB's use of femvertising influences female consumers and their image of the brand

    University essay from Umeå universitet/Företagsekonomi

    Author : Elvira Nordin; Elin Nygren; [2022]
    Keywords : Femvertising; Femwashing; Advertising; Financial Gender Equality; Brand Image; Brand Activism; CSR;

    Abstract : Whilst gender equality has moved forward in recent years in Scandinavian countries like Norway and Sweden, there are still significant financial gaps between the genders. According to several scholars, women tend to invest less than men, which leads to consequences such as women having less financial capital wealth and lower pensions. READ MORE

  4. 3. The Revolution(Race) of influencer marketing : a qualitative study of influencer’s perspective of how to represent an outdoor clothing brand

    University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Author : Michelle Dam; [2022]
    Keywords : Influencer; Influencer Marketing; Social Media; Brand; Advertising;

    Abstract : Background: The digitalization has challenged the retail fashion industry and forces them to continuously find new strategies to survive in today’s market. Nowadays, the marketing strategy works differently, and some marketing is built upon how a collaboration would look together with an influencer and how it should be communicated to the influencers followers. READ MORE

  5. 4. AI in Marketing – Curse or Blessing? : Impacts of Programmatic Advertising and Personalized Content on Society

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

    Author : Christopher Klee; [2021]
    Keywords : programmatic advertising; personalization; ethics; digital marketing; artificial intelligence; big data; privacy; filter bubble; diversity of opinion; automation; real-time bidding; machine learning.;

    Abstract : With the help of Programmatic Advertising and the resulting personalized content, consumers can be targeted precisely and with the help of Artificial Intelligence. The associated use of customer data creates ethical conflicts. READ MORE

  6. 5. Trust in influencer marketing A qualitative study on audience reception of Royal Design advertising

    University essay from Malmö universitet/Fakulteten för kultur och samhälle (KS)

    Author : Nette Leikas; Kamila Szkwarek; [2020]
    Keywords : influencer marketing; trust; qualitative interviews; audience studies; audience reception;

    Abstract : The aim of this thesis is to investigate whether there is a trust between social media influencers and their followers, and if so, to what extent. The methodological approach consists of an analysis of interview material, expert interviews and selected comment boxes on social media. READ MORE