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Showing result 1 - 5 of 383 essays matching the above criteria.

1. 1. Real vs Reel: Drivers of Consumer Engagement in Online Brand Communities. A Netnographic Study on Red Bull’s Facebook Brand Page

   University essay from Göteborgs universitet/Företagsekonomiska institutionen

   Author : Moa Lind; Malin Morup; [2024-02-12]
   Keywords : Consumer engagement; online brand communities; social media; netnography; authenticity; disengagement; relationship marketing;

   Abstract : Online brand communities contribute to companies by being a digital extension of the brand, enabling a diversified complementary market, and constituting a driving marketing force through consumer engagement. However, with great opportunities comes also great responsibilities, and its challenges. READ MORE

3. 2. Faces of Authenticity : A Comparative Analysis of Personalization Strategies in Shaping an Authentic Image of the Politician

   University essay from Uppsala universitet/Statsvetenskapliga institutionen

   Author : Karin Sillén; [2024]
   Keywords : personalization; privatization; emotionalization; survey experiment; perceived authenticity; Hillary Clinton; Bernie Sanders;

   Abstract : The objective of this study is to investigate what type of personalization is more successful in shaping an authentic image of the politician. Two politicians; Hillary Clinton and Bernie Sanders have been chosen for the study. READ MORE

4. 3. Authentic leadership in a Swedish context : Knowing, showing and remaining true to one’s real self

   University essay from Högskolan i Gävle/Företagsekonomi

   Author : Kristin Ekström; Julia Kunnas; [2023]
   Keywords : Culture; Leadership; Hofstede s model; GLOBE; Authentic leadership; Swedish leadership;

   Abstract : This study aims to explore and create a deeper understanding of companies' leadership and discover how national culture relates to authentic leadership in a Swedish context. In addition to the purpose, the following research question is formulated; What are the characteristics of authentic leadership in Swedish managers from an employee's perspective? This study is based on a qualitative study with a deductive approach to get a deeper understanding of the topic rather than a broader perspective. READ MORE

5. 4. Unveiling Socioeconomic Disparities in Finnish ICT Sector Sustainability Reporting : A Thematic Analysis of the Digital Divide in Sustainable Development Discourse

   University essay from Linnéuniversitetet/Institutionen för kulturvetenskaper (KV)

   Author : Maria Frostbark; [2023]
   Keywords : sustainable development; digital divide; corporate responsibility; information and communication technology;

   Abstract : This research analyzes Finnish information and communication technology companies' sustainability principles with an emphasis on themes related to social sustainability. A broader focus is given to researching how class, education level, and low-income-related perspectives have been taken into account. READ MORE

6. 5. The Authenticity Imperative - Towards Building Long-Term Relationships with Social Media Influencers in the Digital Age

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Alexandra Nuria Kunert; [2023]
   Keywords : social media influencer; influencer relations; authenticity; relationship management; strategic communication; Social Sciences;

   Abstract : Capturing how organizations build and maintain long-term and mutual beneficial relationships with influencers is an urgent quest by both, communication practitioners and scholars. In the ever-evolving context of digitalization, navigating influencer communication remains to be a major challenge, as the concept of an authentic partnership is constantly adapting in the fast-paced social media realm. READ MORE