Sökning: "Ebba Gauffin"

Hittade 2 uppsatser innehållade orden Ebba Gauffin.

1. 1. Competition Images of Media Platforms: A qualitative study of market images and perceived competition structures of digital media platforms

   D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledning; Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Ebba Gauffin; [2020]
   Nyckelord :Competition analysis; Market definition; Social constructivism; Endogenous competition analysis; Platform markets;

   Sammanfattning : The field of competition is extensively studied, however little research has been done on competition from an endogenous perspective. As a result, organizational scholars know much about how firms should compete among themselves but very little about how firms define their competition. LÄS MER

3. 2. Värdet av en microinfluencer - En kvantitativ studie om reklameffektivitet till följd av antal följare och kongruens

   C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Ebba Gauffin; Julia Olander; [2018]
   Nyckelord :Influencer marketing; Micro influencer; Brand congruence; Celebrity endorsement; Advertising effectiveness;

   Sammanfattning : In the context of social media marketing, this thesis empirically investigate how influencers' follower count and congruence with advertised brand effect advertising effectiveness. An experimental study was conducted with the purpose of examine whether these effects have an impact on the outcome of advertising and to elucidate which effect to prioritise in the configuration process of influencer marketing advertisements. LÄS MER