Essays about: "likeability"

Showing result 1 - 5 of 22 essays containing the word likeability.

1. 1. Bringing Brands to Life: A study on the impact of brand anthropomorphism and personalization on advertisement attitudes in a social media context

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

   Author : Sofia Alm; Rebecca Åbom; [2023]
   Keywords : Brand Anthropomorphism; Personalization; Privacy Concerns; Brand Trust; Advertisement Attitudes;

   Abstract : Brand anthropomorphism is a frequently used marketing strategy to enhance a brand's humanlike features and characteristics. Businesses use brand anthropomorphism to increase their brands' appeal, likeability, and memorability for consumers. READ MORE

3. 2. Examine the Impact of Attractiveness of Social Media Influencers on Douyin User Purchase Intentions: A Quantitative Study of Sportswear Industry

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Zehui Sun; Xiaoyuan Cheng; [2023]
   Keywords : Social media influencer; Influencer marketing; Source attractiveness; Consumer attitude; Purchase intention; Business and Economics;

   Abstract : Thesis purpose: The objective is to understand the impact of social media influencers’ familiarity, likeability and similarity on the purchase intention of Douyin users, particularly in the sportswear industry. Methodology: This study has utilised a quantitative method based on a positivist philosophical position, and followed a deductive approach. READ MORE

4. 3. "I feel it’s very dystopian" : Exploring User Perceptions and Attitudes Towards Virtual Influencers

   University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

   Author : Siddharth Mishra; [2023]
   Keywords : Virtual influencers; Design fictions; Computer-generated imagery; Social computing;

   Abstract : Virtual influencers (VIs), computer-generated characters, can act as a medium to influence followers on social media platforms. This is a relatively novel phenomenon, with popular VIs having over six million followers. This study investigates VIs from the perspective of human-computer interaction. READ MORE

5. 4. Fostering The Customers’ Purchase Intentions Through Social Media Influencers: An Intervening and Interactional Analysis

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Hany Wulandari; Nida Tanveer; [2022]
   Keywords : Social Media Influencers SMI ; SMI’s credibility; brand image; brand self-congruence; purchase intentions.; Business and Economics;

   Abstract : This study emphasizes the significance of social media influencer traits, such as expert, trustworthiness, likeability, and homophily, in determining the legitimacy of social media influencers as a formative construct in Sweden's fashion sector. It successfully instils brand image in customers, which leads to purchase intentions. READ MORE

6. 5. Towards Automatic Generation of Personality-Adapted Speech and Emotions for a Conversational Companion Robot

   University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

   Author : Alessio Galatolo; [2022]
   Keywords : Personality; Emotions; Human-Robot Interaction; Machine Learning; Large Language Models; Text-style transfer; GPT-3; STRAP; Personlighet; Känslor; Människa-robotinteraktion; Maskininlärning; Stora Språkmodeller; Överföring av text; GPT-3; STRAP;

   Abstract : Previous works in Human-Robot Interaction have demonstrated the positive potential benefit of designing highly anthropomorphic robots. This includes physical appearance but also whether they can express emotions, behave in a congruent manner, etc. READ MORE