Sökning: "Consumer Trustworthiness"

Visar resultat 1 - 5 av 72 uppsatser innehållade orden Consumer Trustworthiness.

1. 1. Premium price for smaller size? : Testing the relationship between small firm cues and consumers’ willingness to pay for organic wine

   Magister-uppsats, Jönköping University/IHH, Företagsekonomi

   Författare :Louisa Hoppe; Diede Rosmalen; [2023]
   Nyckelord :firm cue; firm size; willingness to pay; organic wine;

   Sammanfattning : Consumer demand for organic products has increased due to growing awareness of climate change and sustainability. However, the higher price of organic products is a barrier for some consumers. LÄS MER

3. 2. Unveiling the Art of Illusion: Exploring the Fabrication of Authenticity and Trustworthiness by Social Media Micro-Influencers to Engage Their Audience : An exploratory multiple case study that aims to analyze how social media micro-influencers fabricate authenticity and trustworthiness to engage their audience

   Kandidat-uppsats, Jönköping University/Internationella Handelshögskolan

   Författare :Armin Roshandel; Felix Miöen Dahlström; Kevin Ekström; [2023]
   Nyckelord :;

   Sammanfattning : Background: Social networking sites have transformed communication and advertising, with influencers like micro-influencers and "instafamous" individuals playing a crucial marketing role. Businesses now leverage these influencers to engage audiences and promote their brands, creating new opportunities for online brand promotion and consumer engagement. LÄS MER

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

   Master-uppsats, KTH/Skolan för elektroteknik och datavetenskap (EECS)

   Författare :Sofia Zangrande; [2023]
   Nyckelord :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;

   Sammanfattning : 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. LÄS MER

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

   Uppsats för yrkesexamina på avancerad nivå, Umeå universitet/Företagsekonomi

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

   Sammanfattning : 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. LÄS MER

7. 5. TikTok Made Me Buy It : Influencer Marketing on TikTok: What Affects Swedish Consumers' Purchase Intentions?

   Kandidat-uppsats, Jönköping University

   Författare :Johanna Nilsson; Filippa Nilsson; Ellen Johansson; [2023]
   Nyckelord :Influencer marketing; Social media marketing; Electronic Word-of-Mouth; Consumer behavior; Purchase intention; TikTok marketing.;

   Sammanfattning : This study investigates the impact of trustworthiness, perceived expertise, and parasocial relationships on Swedish consumers' purchase intentions on TikTok, focusing on influencer marketing. The problem addressed in this study is the lack of understanding of consumer behavior on TikTok in the context of influencer marketing. LÄS MER