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Showing result 1 - 5 of 10 essays matching the above criteria.

  1. 1. Between Discursive Power, Visibility and Resistance: A Critical Study of Employee Ambassadorship on Social Media

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Alessandra Sossini; [2023]
    Keywords : employee ambassadorship; employee communication; social media; power; Foucault; discourse; visibility; surveillance; resistance; Social Sciences;

    Abstract : Social media offers employees new opportunities to contribute as communicators and ambassadors to the strategic communication of organizations. However, this study problematizes the prevailing normative and managerial-dominated understanding of self-initiated employee ambassadorship on social media, which neglects power structures in which employees’ communication on social media is embedded. READ MORE

  3. 2. Self-branding on elite level : How female athletes use social media for empowerment

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

    Author : Stephanie Wiebach; [2022]
    Keywords : social media; feminism; empowerment; sports; athletes; self-branding; media; economics; management; ethics; digital marketing; internet; diversity; society; female athletes; new media; strategy; sociala medier; feminism; egenmakt; idrott; atlet; self-branding; media; ekonomi; hantering; etik; digital marknadsförare; internet; mångfald; samhälle; kvinnliga idrottare; nya medier; strategi;

    Abstract : Professional athletes use social media for many different purposes. That includes sharing personal lives, sport achievements as well as endorsements and branding activities with sponsors. READ MORE

  4. 3. Consumer participation in environmental brand activism on Instagram: A case study of consumers use of hashtags in relation to Oatly's Swedish campaign Ditch Milk.

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Rebecca Arfwedson; [2021]
    Keywords : Environmental brand activism; consumer hashtag activism; Instagram; social semiotics; self-branding; networked branding; consumer engagement; Social Sciences;

    Abstract : Environmental brand activism has become a strategy applied by many brands to engage and take a stand in the issue of climate change. The aim is to spur a debate and spark an interest and collective action among the consumers (Sarkar & Kotler, 2018). READ MORE

  5. 4. Manufactured Authenticity: How Beauty Brands UseConsumers' Content to Communicate Branding Messages

    University essay from Örebro universitet/Institutionen för humaniora, utbildnings- och samhällsvetenskap

    Author : Meagan Nouis; [2020]
    Keywords : Branding messages; digital self-branding; Instagram marketing; consumer engagement; content analysis;

    Abstract : While beauty brands are often known to set industry trends, the consumers pave the way forbranding communications on social media. Companies have adapted their marketing strategies tobuild interactivity into their branding outreach. READ MORE

  6. 5. Grandma on YouTube: a case study of the older female YouTuber Korea Grandma

    University essay from Lunds universitet/Medie- och kommunikationsvetenskap; Lunds universitet/Institutionen för kommunikation och medier

    Author : Min Joo Kim; [2020]
    Keywords : micro-celebrity; older adults; older women; ageism; gendered; YouTube; South Korea; Korea Grandma; granfluencer; silver creator; Social Sciences;

    Abstract : Older women have long been invisible and marginalized in society and culture at large because of the ‘gendered’ ageist stereotypes towards them. Especially, ageist stereotypes towards older women have been reinforced by their invisibility and stereotypical portrayals in traditional media. READ MORE