Essays about: "influencer characteristics"

Showing result 11 - 15 of 26 essays containing the words influencer characteristics.

1. 11. Money Making Characteristics of an Influencer : An explanatory study of the relationship of influencers’ characteristics on consumers’ purchase intentions

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Amanda Nygren; Evelina Kindvall; [2019]
   Keywords : Attractiveness of an influencer; authenticity of an influencer; influencer characteristics; influencer marketing; influencers; purchase intentions; social media; trustworthiness on an influencer.;

   Abstract : Background: Influencer marketing is a rather new marketing strategy where companies use influencers to promote their products and services on their own social media platforms. Previous studies have shown that companies use influencer marketing for creating purchase intentions for the consumer, whereas other studies have indicated three different characteristics of an influencer, authenticity, attractiveness and trustworthiness, that are important to possess in order to be able to influence its followers, which is why this study wanted to do a combination of these types of studies. READ MORE

3. 12. Mukbang Influencers: Online eating becomes a new marketing strategy : A case study of small sized firms in China’s food industry

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Greta Babenskaite; Mengyu Yang; [2019]
   Keywords : Web 3.0; Influencer marketing; Digital marketing; Mukbang; Parasocial relationship; Influencer endorsement; Online eating;

   Abstract : Mukbang is a Korean word for ‘eating livestream’. As an emerging sub-genre of internet influencers, Mukbang influencers has become the marketing tool for some firms recently. In this paper, we will conduct a case study of small sized e-commerce firms in China’s food industry. READ MORE

4. 13. Entrepreneurs of Social Media : How Social Media Influencers differ from other Social Media Users

   University essay from Jönköping University/IHH, Företagsekonomi; Jönköping University/IHH, Centre for Family Entrepreneurship and Ownership (CeFEO); Jönköping University/IHH, Media, Management and Transformation Centre (MMTC)

   Author : Janet Temitope Adenola; [2019]
   Keywords : Social media influencers; SMI; Social media users; Entrepreneurship; EO; Entrepreneurial Orientation; IEO; Individual entrepreneurial orientation; personality traits; Entrepreneurship; Social media entrepreneurs; Entrepreneurs; SMI; Social media influencers; EO;

   Abstract : Background:  Over the years, traditional entrepreneurs started businesses due to either pull or push factors within their environments. Research has been carried out in profiling different types of entrepreneurs and their characteristics. READ MORE

5. 14. "Do you want to be on my Instagram?" - A qualitative study of how companies collaborate with influencers

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

   Author : Elin Wastesson; Filippa Granting; [2018]
   Keywords : Influencer; Influencer Marketing; Celebrity Endorsement; Network Theories; Relationships;

   Abstract : Influencer marketing is booming among marketing practitioners across the globe. Only in Sweden the spend on influencer marketing was 660 million SEK in 2017, a 33 percent increase from previous year and a proof of the strong interest. However, little research has explored how companies actually work with influencers. READ MORE

6. 15. What Characterizes an Influential Instagram Fashion Influencer? : A Descriptive Research

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Emily Linnér; Sitav Taha; Johan Carlsson; [2018]
   Keywords : Fashion Influencers; Instagram; Influencer Marketing;

   Abstract : Influencer marketing has become a central aspect within brand’s marketing activities (Kapitan & Silvera, 2016). The former marketing way of including celebrities within marketing purposes (Pringle & Binet, 2005) has in recent years been discussed as digital media influencers (Kapitan & Silvera, 2016). READ MORE