Essays about: "sponsorship"

Showing result 1 - 5 of 116 essays containing the word 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. The Black Knight Rises : A mixed-methods analysis of the impacts of external support to regimes on the success of nonviolent resistance movements

    University essay from Uppsala universitet/Institutionen för freds- och konfliktforskning

    Author : Samuel Maret; [2023]
    Keywords : Nonviolent resistance success; Black Knights; external support; Belarus;

    Abstract : Nonviolent campaigns often extend beyond national boundaries, attracting the attention and involvement of international actors. However, our understanding of the effects of external support on the outcomes of nonviolent protests remains limited. Existing research mainly focuses on internal factors of success or concentrates on one or few cases. READ MORE

  5. 4. Birds of a Feather Flock Together: Does Similarity Between Sponsor and Sponsee Predict a Successful Sponsorship? : A Study Based on External Congruence and Women’s Sports

    University essay from

    Author : Antonio Crnoja; Jesper Grandell; [2023]
    Keywords : congruence; sponsorship; sponsor; similarity; consumer behavior; women’s sports; ice hockey; ESCS; niche sports; external congruence; brand equity; brand awareness; brand image; perceived brand quality;

    Abstract : Sponsorship is an essential part of marketing communications within sports (Biscaia et al., 2014). Congruence, or the degree to which a sponsor and an event mesh, is one of the main factors influencing sponsorship memory accuracy (Evans, 2019). READ MORE

  6. 5. The influence of managers personal preferences on sport sponsorship in small-medium sized businesses : A qualitative case study of the effect on brand equity

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

    Author : Hanna Hedin; Emma Salqvist; [2023]
    Keywords : Sport Sponsorship; Brand Strategy; Brand Equity; Managers’ roll; Biased Decisions; Sponsorship Objectives;

    Abstract : Title: “The influence of managers personal preferences on sport sponsorship in small-medium sized businesses - A qualitative case study of the effect on brand equity” Date: 2023-05-23Level: Bachelor Thesis in International MarketingAuthors: Emma Salqvist & Hanna Hedin Supervisor: Olga Rauhut Kompaniets Examiner: Fawzi Halila Aim: This study aims to provide an analysis of how the managers’ personal preferences on sport sponsorship has an impact on the sponsoring company’s brand equity in small-medium sized companies. Methodology: The study has a qualitative research method with a deductive approach. READ MORE