Essays about: "influencer characteristics"

Showing result 16 - 20 of 26 essays containing the words influencer characteristics.

1. 16. “This post is a paid sponsorship” Do we care? : How consumers perceive brands when social media influencers disclose paid partnerships

   University essay from Högskolan Kristianstad/Fakulteten för ekonomi

   Author : Anton Phan; Sinem Yedic; [2018]
   Keywords : Social media influencer SMI ; consumer brand perception; marketing regulations; influence of SMIs; content; trust; truthfulness;

   Abstract : An over-commercialized society has made consumers prefer the opinions of influential people in online settings. Companies have a harder time reaching consumers and therefore turn to social media influencers (SMIs) for exposure. READ MORE

3. 17. Maybe Influencers Are Not Worth The Hype : An explanatory study on influencers’ characteristics with perceived quality and brand loyalty

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Lovisa Gunnarsson; Anna Folkestad; Alena Postnikova; [2018]
   Keywords : Influencer marketing; influencer; influencers’ characteristics; trustworthiness of an influencer; relatability of an influencer; authenticity of an influencer; brand equity; perceived quality; brand loyalty; social media;

   Abstract : Background: The goal for brand building is to build for the long-term profitability and strengthening of brand equity. A way to build brand equity is to implement social media marketing, where so-called influencer marketing can be used. READ MORE

4. 18. The sought-after influencer –

   University essay from Göteborgs universitet/Graduate School

   Author : Melissa Albano Neves; Pernilla Liljeblad; [2017-06-29]
   Keywords : Influencer Marketing; influential individuals; electronic word-of-mouth;

   Abstract : The importance of influence on decision-making amongst consumers has for long been emphasised within the marketing literature. There is a number of different individuals that can be seen as influential, having an impact on customers. READ MORE

5. 19. The new gatekeepers of fashion week : A qualitative study of the influencers role at fashion week

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

   Author : Nina Brodin Holmstedt; [2017]
   Keywords : Fashion influencer; Social media; Instagram; Fashion week; Qualitative content analysis; Gatekeeping; Media representation; Word-of-mouth communication;

   Abstract : Aim of the research: This research aims to create an understanding for the new ways in which global fashion influencers’ attending fashion week are contributing to the presentation of it as gatekeepers and distributors of information and fashion knowledge, and how this rolea dds new perspectives to how fashion week is presented. Method: The research has been limited to analysing the material of six global fashion influencers, with a total following of 28 million people, during the major fashion weeks of Spring/Summer 2017 and Autumn/Winter 2017. READ MORE

6. 20. How Does Intrinsic Motivation Moderate The Effect of honThe Sustained Use of Wearable Fitness Technology? : A Quantitative Study

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Rasmus Eriksson; Jonas Kose; Antonio Tacke; [2017]
   Keywords : ​Influencer marketing; social media marketing; WOM; communication; SMI;

   Abstract : Background: ​The use of influencers in social media has become a popular strategy in online marketing. The theoretical field is originally derived from communication and word-of-mouth where certain individuals possess the ability to influence others. READ MORE