Essays about: "using celebrity endorsement"

Showing result 1 - 5 of 12 essays containing the words using celebrity endorsement.

1. 1. Instagram Influencers Impact on Customers' Intention on Purchasing Perfume

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : My Bui; Anh Tran; [2022]
   Keywords : purchase intention; influencer marketing; celebrity endorsements; source credibility; social media influencer; Instagram;

   Abstract : Background: Celebrity endorsements is a marketing strategy that has been long used bymarketers to strengthen brands' reputations. Nowadays, due to the fast growth of socialmedia, number of people using social media increase day-by-day. Hence, the use of digitalplatforms as marketing channel has increasing. READ MORE

3. 2. The influence of celebrity endorsement through social media on impulsive buying in Sweden

   University essay from Högskolan i Gävle/Företagsekonomi

   Author : Halima Abedin Jitu; MD Atiqur Rahman; [2020]
   Keywords : Celebrity; Consumer behavior; Endorsement; Impulsive buying; Social media.;

   Abstract : Aim The authors seek to explore the impact of celebrity endorsement through social media on consumer behavior, specifically on impulsive buying. Methodology The quantitative research approach was adopted, and a questionnaire was administered to university students in 3 cities (Gavle, Uppsala, and Stockholm). READ MORE

4. 3. To Influence and Be Influenced

   University essay from Göteborgs universitet/Graduate School

   Author : Ebba Törneman; Erika Molinder; [2018-07-03]
   Keywords : Celebrity endorsement; Micro-influencers; Macro-influencers; Social media; Authenticity; Identification;

   Abstract : Marketing efforts using traditional celebrity endorsers have for long been widely used with great success. However, the rise and development of the internet, as well as businesses’ products and services becoming more digitised, new forms of product endorsement have emerged. READ MORE

5. 4. The role of peer-created content in digital advertising : Perceptions of sponsored and non-sponsored recommendations on Instagram, its recognition as a product advertisement and its effects on the level of trustworthiness.

   University essay from Högskolan i Jönköping/Internationella Handelshögskolan

   Author : Karolina Gibała; Aleksandra Gujda; [2018]
   Keywords : trustworthiness; Instagram; sponsored; non-sponsored; perception; product advertisement;

   Abstract : Background: Changing interests and expectations of societies have resulted in the development of new communication and business channels. The boom of social media, allowed for a rapid exchange of beliefs, opinions and ideas. The ways of advertising products have also been changed. READ MORE

6. 5. The Impact of Influencer Marketing on Consumers' Attitudes

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Johan Grafström; Linnéa Jakobsson; Philip Wiede; [2018]
   Keywords : Millennials; Influencer Marketing; Attitudes; Trust; Loyalty; Elaboration Likelihood Model;

   Abstract : Background Influencer marketing has evolved from traditional marketing strategies such as print ads, celebrity endorsement, and digital marketing. Influencer marketing is in comparison to the previously used strategies a new phenomenon that had its major increase during 2016. READ MORE