Essays about: "influentials"

Found 4 essays containing the word influentials.

  1. 1. Perception of social media influencers : A study on evaluation of Social Media Influencer types for different beauty categories

    University essay from Högskolan i Jönköping/Internationella Handelshögskolan

    Author : Lena Phung; Luning Qin; [2018]
    Keywords : social media influencer; influencer; beauty industry; influencer marketing; typology of influencers;

    Abstract : Background: For years companies have been using SMIs to communicate their brands and influencer marketing has become a thriving concept in this social-media era. Beauty retailing industry, as a global business with the third biggest follower base on social media, makes itself qualified and valuable for the study of influencer marketing. READ MORE

  3. 2. WHO ARE THE INFLUENTIALS? THE RELATIONSHIP BETWEEN OPINION LEADERSHIP AND NEW PRODUCT ADOPTION

    University essay from Blekinge Tekniska Högskola/Institutionen för industriell ekonomi

    Author : Serdar OZKAN; Eda OKTEN; [2015]
    Keywords : New Product Adoption; Opinion Leadership; Innovativeness;

    Abstract : This study examines innovativeness and self-construal as antecedents to selfreported and sociometric opinion leadership, both of which may affect new product adoption. In addition, innovativeness is proposed to be associated with new product adoption. READ MORE

  4. 3. The Diffusion Process - The Influencer's Tale

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Natalie De Brun Skantz; Jessica Backsell; [2013]
    Keywords : Diffusion of Innovations; Influencers; Early Adopters; The Tipping Point; The Chasm;

    Abstract : Costumer response to peer recommendation is not to be underestimated. Nor is the impact of the key persons driving the Diffusion Process of an Innovation. The success or failure of a product balances on exogenous variables which among other things are represented by Influentials' willingness to pass a message on to their peers. READ MORE

  5. 4. Online purchase of clothes, social media and opinion leader processes : An explorative study with a mixed-methods approach

    University essay from Institutionen för mediestudier

    Author : Nadia Rasetti; [2013]
    Keywords : social media; facebook; twitter; opinion leaders; influentials; word-of-mouth WOM ; brands;

    Abstract : The goal of this study was to explore the customer journey of an online purchase of clothes and to identify potential opinion leaders in the decision-taking phase before the purchase. Important questions to be analyzed were through which channels might customers get influenced and by whom. READ MORE