Essays about: "perception of sponsorship"

Showing result 1 - 5 of 12 essays containing the words perception of sponsorship.

1. 1. Influencer Whitelisting & Dark Posts : A Cross-generational Study on Consumers’ Perception and Trust in Social Media Advertisement

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

   Author : Sofia Zangrande; [2023]
   Keywords : Influencer marketing; influencer whitelisting; dark posts; social media marketing; influencers; consumer perception; message trustworthiness; millennials; gen-z; gen-x; influencer; marknadsföring; sociala medier; konsumenternas uppfattning; meddelandets trovärdighet;

   Abstract : This paper investigates the perception of dark posts in influencer whitelisting (IWL) and their impact on consumers’ trust compared to other forms of sponsored content on social media. The study employed a mixed-methods approach involving a survey with open-ended questions to gather data from participants across different generational cohorts - GenZ, Millennials and Gen-X. READ MORE

3. 2. Influencer Endorsements of E-Cigarette Brands on Instagram : A study of Gen Z perception of influencers endorsing e- cigarette brands on Instagram

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Isha Grover; Ander Jauregui; [2023]
   Keywords : Instagram; Influencer Marketing; Gen Z; E-cigarettes; E-cigarette influencers; Source Credibility; Sponsorship disclosures; Celebrity Endorsement;

   Abstract : The widespread use of social media platforms and the emergence of influencer marketing have revolutionized brand-consumer interactions, particularly among the younger demographic. In line with this trend, the influence of e-cigarette influencers on Generation Z (Gen Z) has become a prominent area of research. READ MORE

4. 3. Exploring sponsorship perception in E-Sports tournaments : How do consumers perceive sponsorship, and what factors influence their perception?

   University essay from Umeå universitet/Företagsekonomi

   Author : Lelia Yamina Belouadi; Güney Han; [2023]
   Keywords : E-Sports; sponsorship; E-Sports sponsorship; perception of sponsorship;

   Abstract : Problem: This thesis addresses the rapid growth and increasing influence of E-Sports asa popular and competitive sport, along with the opportunities it offers for marketing andbrand promotion. Despite its popularity, there needs to be more knowledge andinformation about sponsorship in E-Sports and the dynamics of sponsor relationships withE-Sports consumers. READ MORE

5. 4. Exploring Audience Perception of a Cause-Related Sponsorship Campaign : The Case of Hummel and the Danish National Football TeamDuring The 2022 FIFA World Cup

   University essay from

   Author : Franciska Kószás; Patricia Tudesko; [2023]
   Keywords : Corporate social responsibility; cause-related marketing; cause-related marketing campaign; Hummel; The 2022 FIFA World Cup; Qatar; Reddit; online community; audience perception; case study; content analysis;

   Abstract : Background: There has been a noticeable growth in the use of sponsorships and corporate social responsibility in the world of professional sports, especially in football. This phenomenon is not particularly surprising given that modern companies are forced to compete for the attention of more socially conscious audiences. READ MORE

6. 5. The Power of a Sports Consumer’s Perception of Sponsoring Brands : A Study of Sports Fans’ Behavior Towards Sponsorships

   University essay from Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhet

   Author : Cecilia Hansson; Hilda Jonasson; [2022]
   Keywords : Sponsorship; sports; consumer behavior; perception; market segmentation; brand equity; Sponsring; sport; konsumentbeteende; uppfattning; marknadssegmentering; brand equity;

   Abstract : Den internationella marknaden inom sport har de senaste åren vuxit kraftigt. Det har bidragit till att supportrar finns i olika delar av världen med en personlig bakgrund som skiljer sig från person till person, vilket påverkar deras uppfattning. READ MORE