Essays about: "media and fashion"

Showing result 1 - 5 of 207 essays containing the words media and fashion.

  1. 1. THE IMPACT OF CANCEL CULTURE ON CONSUMERS IN THE FASHION INDUSTRY - An exploratory qualitative study on post-millenials

    University essay from Göteborgs universitet/Graduate School

    Author : Hanna Halilovic; [2023-07-03]
    Keywords : Cancel culture; Fashion industry; Influencer marketing; Social media; Identity creation; Brand community; Consumer community; Brand co-creation;

    Abstract : The growth of cancel culture has been rapid within marketing and consumption during recent years. With the emergence of cancel culture, consumers have been enabled to use their voices to hold brands accountable, where social media has made information easily available making consumers constantly informed. READ MORE

  3. 2. Time is Tik(Tok)ing: An Insight on Contemporary Media Consumer Behavior - An exploratory study on user-generated content’s potential impact on contemporary media consumption

    University essay from Göteborgs universitet/Graduate School

    Author : Hilal Ahmad; Isak Rydén; [2023-07-03]
    Keywords : Media consumption; user-generated content; fast media; TikTok; addictive behavior; trends; media multitasking; social TV;

    Abstract : The drastic entrance and growth of TikTok during the last years have introduced new ways of consuming entertainment which has been adopted by individuals globally. Due to its novelty this type of media consumption is a rather understudies subject, which is why this study will explore new tendencies and behaviors occurring among consumers to provide inspiration for further research. READ MORE

  4. 3. Men’s perceptions of endorsers : A qualitative study on how brand love affects men when being exposed to influencer marketing versus celebrity endorsement

    University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

    Author : Elin Nome; Alicia Lindahl; Olivia Jonsson; [2023]
    Keywords : Brand Love; Influencer Marketing; Social Media Influencer SMI ; Celebrity Endorsement; Endorsers; Men; Source Credibility;

    Abstract : Influencer marketing and celebrity endorsement has grown in the past years and has become a vital part of marketing in the fashion industry. This field has been well researched, however a gap in the research is the focus on men and the role brand love has. READ MORE

  5. 4. From Elite to Everyone: How User-Generated Content Democratizes Hermès and Challenges Its Exclusivity

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Lovisa Smedmark; Karin Forslund; [2023]
    Keywords : Luxury brand perceptions; Brand awareness; Commodity theory; Self-brand association; Brand attitudes; User-generated content; Luxury brand management; Business and Economics;

    Abstract : The purpose of this thesis is to add to existing research and create a deeper understanding regarding the influence of online narratives on luxury brand attitudes. The research aims to explore how luxury brands are portrayed by social media users, in order to gain a cohesive understanding of its effect on the attitudes that are formed towards the brand. READ MORE

  6. 5. Damned if you do, damned if you don't.

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Felix Ellqvist; Nicholas-Joel Kisling; Katharina Nadine Junge; [2023]
    Keywords : H M; sustainability; case; brand image; brand reputation; vocal; brand management; strategy; Business and Economics;

    Abstract : “(Un)sustainable fashion: H&M breaks promise.” “H&M sued for greenwashing claims, again.” “H&M under fire!” Helena Holgersson is sitting in her office on the top floor of H&M’s Stockholm Headquarters staring at the headlines flickering on her computer screen. READ MORE