Essays about: "opinion leadership"

Showing result 1 - 5 of 26 essays containing the words opinion leadership.

  1. 1. Trust in influencer marketing A qualitative study on audience reception of Royal Design advertising

    University essay from Malmö universitet/Kultur och samhälle

    Author : Nette Leikas; Kamila Szkwarek; [2020]
    Keywords : influencer marketing; trust; qualitative interviews; audience studies; audience reception;

    Abstract : The aim of this thesis is to investigate whether there is a trust between social media influencers and their followers, and if so, to what extent. The methodological approach consists of an analysis of interview material, expert interviews and selected comment boxes on social media. READ MORE

  2. 2. Virtual Influencing: Uncharted Frontier in the Uncanny Valley

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Mary Caroline Creasey; Adrián Vázquez Anido; [2020]
    Keywords : influencer marketing; virtual influencers; social media marketing; opinion leadership; brand spokespeople; brand spokes-characters; source credibility; uncanny valley; Business and Economics;

    Abstract : Title: Virtual Influencing: Uncharted Frontier in the Uncanny Valley Date of the Seminar: 4th June 2020 Course: BUSN39 Degree Project in Global Marketing Authors: Mary Caroline Creasey and Adrián Vázquez Anido Supervisor: Burak Tunca Keywords: influencer marketing, virtual influencers, social media marketing, opinion leadership, brand spokespeople, brand spokes-characters, source credibility, uncanny valley Thesis purpose: In exploring if and to what extent reality level affects sentiment and skepticism, this study aims to provide valuable and actionable insights to both guide academics in further studies and help managers better understand nuances of influencer perceptions. Methodology: To analyze whether perception differs across influencers’ reality levels (human or virtual), this study collected comment data from Instagram to assess levels of sentiment and skepticism. READ MORE

  3. 3. Framing and Shaming: A case of opinion leadership and climate change communication in a social media era - A frame analysis of the Swedish Instagram account Aningslösa influencers

    University essay from Malmö universitet/Kultur och samhälle

    Author : Rebecca Larsson; [2019]
    Keywords : Aningslösa influencers; framing; opinion leaders; influencers; climate change; shaming; Instagram; anchor and objectify;

    Abstract : The purpose of this thesis is to explore how the opinion leaders behind the Swedish Instagram account Aningslösa influencers frame and represent climate change. I use framing theory (Benford and Snow, 2000) to examine the use of frames as a meaning-making tool. READ MORE

  4. 4. Let's start co-creating! : Establishing more successful collaborations between influencers and companies through co-creation.

    University essay from Umeå universitet/Företagsekonomi; Umeå universitet/Företagsekonomi

    Author : Janin Brauer; Anna Schmidt; [2018]
    Keywords : influencer marketing; co-creation; brand partnerships; brand ownership shift; opinion leadership; Instagram;

    Abstract : Influencer marketing has become a buzz word within the industry over the last few years. However, marketers claim that the industry needs to focus on a more quality-driven approach for brand collaborations instead of just looking after follower numbers and the potential brand awareness guaranteed by them. READ MORE

  5. 5. The significance of Software Engineering Management in Software projects : A study on Project Management success factors, an ideal Project Manager and the current state of Project Management Education

    University essay from Blekinge Tekniska Högskola/Institutionen för programvaruteknik; Blekinge Tekniska Högskola/Institutionen för programvaruteknik

    Author : Akhilesh Nimmakayala; Venkata Sai Anurudh Gudivada; [2018]
    Keywords : Software Engineering Management; Software Project Management; Project Manager; Project Success; Project Management Education; Software Engineering.;

    Abstract : Background. Management is an essential factor in any organization let alone its kind and size. Project management is the art and science of planning and implementing a project to achieve the desired outcome. READ MORE