Sökning: "Anna Folkestad"

Hittade 1 uppsats innehållade orden Anna Folkestad.

  1. 1. Maybe Influencers Are Not Worth The Hype : An explanatory study on influencers’ characteristics with perceived quality and brand loyalty

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Lovisa Gunnarsson; Anna Folkestad; Alena Postnikova; [2018]
    Nyckelord :Influencer marketing; influencer; influencers’ characteristics; trustworthiness of an influencer; relatability of an influencer; authenticity of an influencer; brand equity; perceived quality; brand loyalty; social media;

    Sammanfattning : Background: The goal for brand building is to build for the long-term profitability and strengthening of brand equity. A way to build brand equity is to implement social media marketing, where so-called influencer marketing can be used. LÄS MER