Sökning: "influencer generated content"

Visar resultat 1 - 5 av 17 uppsatser innehållade orden influencer generated content.

1. 1. #TikTokmademebuyit : En kvalitativ studie om hur reklam på TikTok påverkar användarnas attityder, konsumentbeteende och varumärkeskännedom.

   Kandidat-uppsats, Lunds universitet/Avdelningen för ABM, digitala kulturer samt förlags- och bokmarknadskunskap

   Författare :Selma Ottosson; Sara Johansson; [2023]
   Nyckelord :TikTok; consumer behaviour; advertising; attitudes; brand awareness; user-generated content; word of mouth; algorithms; influencer marketing; infeed ads; Social Sciences;

   Sammanfattning : The following bachelor thesis aims to investigate how advertising on the social media application TikTok affects attitudes, consumer behaviour and brand awareness among their users aged 18-23 in Sweden. The ambition of the study is to contribute with research on how advertising is being recieved by TikTok's users, regarding attitudes and consumer behaviour, and establishing whether it is a successful marketing method to generate brand awareness. LÄS MER

3. 2. Influencer Endorsements of E-Cigarette Brands on Instagram : A study of Gen Z perception of influencers endorsing e- cigarette brands on Instagram

   Magister-uppsats, Jönköping University/Internationella Handelshögskolan

   Författare :Isha Grover; Ander Jauregui; [2023]
   Nyckelord :Instagram; Influencer Marketing; Gen Z; E-cigarettes; E-cigarette influencers; Source Credibility; Sponsorship disclosures; Celebrity Endorsement;

   Sammanfattning : 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. LÄS MER

4. 3. Vart är influencer marketing på väg? : En kvalitativ undersökning gällande svenska generation Zs attityd till influencer marketing

   Kandidat-uppsats, Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

   Författare :Rakib Chowdhury; [2023]
   Nyckelord :Influencer marketing; Generation Z; Attitudes; Information overload; Gen Z; Influencer marketing; Generation Z; Attityder; Information overload; Gen Z;

   Sammanfattning : Syftet med denna studie är att skapa en ökad förståelse om Gen Zs attityd till influencermarketing och för att undersöka hur Gen Z har blivit påverkade av den mängd sponsrat innehållde exponeras för på sociala medier. För att besvara studiens syfte har två forskningsfrågorframställts. LÄS MER

5. 4. From Scroll to Cart: Investigating the Influence of TikTok Community Commerce Content on Adult Purchase Behavior

   Master-uppsats,

   Författare :Adia Atwell; [2023]
   Nyckelord :TikTok; Community Commerce; Influence; Purchase Behavior; User-Generated Content; Word of Mouth; Stimulus Organism Response; Social Influence;

   Sammanfattning : With the rise of social media platforms and the increasing popularity of short-form video content, TikTok has emerged as one of the dominant platforms for entertainment, information sharing, and commerce. This thesis aims to examine the influence of community commerce TikTok content on adult users, exploring the impact it has on their purchasing behaviors, perceptions, and overall engagement. LÄS MER

7. 5. Influencers, a company's blessing or curse?

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

   Författare :David Bergdoff; Fabian Eriksson; [2023]
   Nyckelord :influencer marketing; endorsement; influencer types;

   Sammanfattning : As influencer generated content leads to increased brand attitude and purchase intention, compared to traditional media, the use of influencers has become the norm in many companies' marketing strategy. However, what happens when the influencer gets in trouble? Companies' brand perception risks being indirectly affected by the scandals of associated influencers. LÄS MER