Essays about: "human brands"

Showing result 16 - 20 of 76 essays containing the words human brands.

1. 16. Co-branded partnerships with human brands. : A qualitative study to understand managerial efforts of said phenomenon.

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Miriam Latifa Janet Balegh; Elin Magnusson; [2022]
   Keywords : Influencers. Human brand. Brand development. Marketing. Social media. Co-branding.;

   Abstract : Background: Partnerships between brands and social media influencers are becoming more and more common. This co-branding effort presents many benefits for both parties, thus making it a win-win situation. READ MORE

3. 17. ”Catch flights, not feelings”: A Qualitative Content Analysis of the Marketing Communication and Brand Management of Ryanair on TikTok and Facebook

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Victoria Friman; Karin Forslund; [2022]
   Keywords : Strategic communication; brand management; brand attitude; brand awareness; brand equity; human to human marketing; marketing communication; social media; Ryanair; TikTok; Facebook; Social Sciences;

   Abstract : Due to the fast paced digitalization, marketers are met with higher demands in order to adapt to new contexts for marketing communication and brand management. The social media platform of TikTok is relatively new and rapidly expanding, creating both opportunities and risks for brands. READ MORE

4. 18. Fake Existence, Real Influence? : Computer Generated Imagery (CGI) Influencers' Impact on Consumers' Purchase Intentions

   University essay from Umeå universitet/Företagsekonomi

   Author : Mattias Arusell; Magdalena Pettersson; [2022]
   Keywords : CGI Influencer; Computer Generated Imagery Influencer; Virtual Influencer; AI Influencer; Social Media Influencer; Virtual Influencer Marketing; Influencer Marketing; Opinion Leadership; Parasocial Relationships; Purchase Intention;

   Abstract : In the light of the digitalization and the emergence of social media, the concept of influencer marketing has increased significantly in importance on a global scale and is now considered one of the most effective, powerful and cost-effective marketing tools for businesses in today’s society. Nevertheless, despite the effectiveness of influencer marketing, the growing worldwide marketing trend of Computer Generated Imagery (CGI) influencers, also described as human-like influencers, is currently revolutionizing today’s influencer marketing and is expected to become the new way of marketing from a future perspective. READ MORE

5. 19. 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

6. 20. Can parasocial relationships make consumers blind?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lovisa Idberg; Kristina Kielaityte; [2022]
   Keywords : Parasocial Relationship PSR ; Human Brand; SMI; Transgression; Consumer Response; YouTube; Instagram; Business and Economics;

   Abstract : Abstract Purpose: This study explores how parasocial relationships between consumers and human brands can affect consumers’ responses toward human brand transgression. To answer the research question of parasocial relationships can make consumers blind. READ MORE