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Showing result 1 - 5 of 143 essays matching the above criteria.

1. 1. Viral Attraction: Incongruency in Job Adverts on Social Media

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Sofia Zetterberg; Joel Söderholm; [2024]
   Keywords : Viral Marketing; Incongruency; Employer Attractiveness; Social Media; Students;

   Abstract : Organizations are facing increasing challenges when it comes to securing talent. Harsh competition and a young generation more inclined to bargain means more activities to stand out and become an attractive employer. READ MORE

3. 2. Peers, Privacy & Pleasure: A mapping of how social norms influence consumers in their diffusion of a social media application with privacy implications, the case of TikTok

   University essay from Göteborgs universitet/Graduate School

   Author : Axel Fohlin; Carl Klittmar; [2023-07-03]
   Keywords : Social Norms; Injunctive Norms; Descriptive Norms; Personal Norms; Privacy Implication; Privacy Concern; Privacy Risk; Diffusion of Innovation; TikTok;

   Abstract : TikTok, the social media network where users can post and share user created content with one another, has fallen under examination of governments across the globe due to rising distress in regards to the privacy implications that the app may have. Understanding how TikTok reached such success even with an apparent privacy implication calls for a mapping of the social norms (Injunctive, Descriptive, Personal) and how they shaped consumer perceptions. READ MORE

4. 3. Are you fitting in? A study on the effects of fitness influencers on male body image

   University essay from Jönköping University/IHH, Marketing and Logistics

   Author : Anne Heinicke; Zoe Vagic; [2023]
   Keywords : body image; fitness influencer; body dissatisfaction; social comparison theory;

   Abstract : Background: The ideals of beauty standards had been under constant change throughout history, and quite often would remain out of reach to the determent of many. The application of an idealized image of oneself remains a powerful tool when it comes to persuasion in social media and marketing. READ MORE

5. 4. Are Influencers the Next Brand-Building Tool? : A Qualitative Study on How Influencer Marketing Affects Customer-Based Brand Equity

   University essay from Umeå universitet/Företagsekonomi

   Author : Klara Brännström; Sandra Elstig; [2023]
   Keywords : Influencer Marketing; Customer-Based Brand Equity;

   Abstract : Given the rise of social media and the growing importance of influencers on consumer behavior, gaining an understanding of how influencers and the practice of influencer marketing impact the brand from the consumer's perspective is crucial. Additionally, a significant amount of companies compete for consumers' attention in today's market. READ MORE

6. 5. How important are digitalization and social media for an internationalization process in present time? : A qualitative study based on Swedish SME companies

   University essay from Linnéuniversitetet/Institutionen för management (MAN)

   Author : Vida Gustavsson Ramnebrink; [2023]
   Keywords : internationalization SME-companies social media “digitalization” “relations”;

   Abstract : The internationalization processes of entrepreneurship have long been a topic that has interested both entrepreneurs and researchers. In today's society with digitalization tightly integrated in our society, and with the SME business's wide range of e-stores, this study examines the importance of digitization and the use of social media in an internationalization process for Swedish SME businesses. READ MORE