Sökning: "Celebrity fit"

Visar resultat 1 - 5 av 11 uppsatser innehållade orden Celebrity fit.

1. 1. What influences most: Celebrities, Influencers, or Mascots?: Investigating the effectiveness of different Endorsers in Consumer Communication

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

   Författare :Emma Edström; Yufei Erik Luo; [2023]
   Nyckelord :Endorser Marketing; Source Credibility Model; Source Attractiveness Model; Product Match-Up Hypothesis; Endorsement;

   Sammanfattning : This thesis aims to bring insights into the field of endorser marketing. Celebrity, mascot, and influencer endorsements, especially with the rise of social media, are very popular and often-used by marketers in B2C marketing. LÄS MER

3. 2. "Do you want to be on my Instagram?" - A qualitative study of how companies collaborate with influencers

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

   Författare :Elin Wastesson; Filippa Granting; [2018]
   Nyckelord :Influencer; Influencer Marketing; Celebrity Endorsement; Network Theories; Relationships;

   Sammanfattning : Influencer marketing is booming among marketing practitioners across the globe. Only in Sweden the spend on influencer marketing was 660 million SEK in 2017, a 33 percent increase from previous year and a proof of the strong interest. However, little research has explored how companies actually work with influencers. LÄS MER

4. 3. Influencer Marketing : En kvalitativ studie om vilka faktorer som är viktigast vid samarbete på Instagram

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

   Författare :Amanda Lundberg; Amelie Wiklund; [2018]
   Nyckelord :Influencer Marketing; Marketing; Word-of-Mouth; Brand-fit; Brand Congruence; Social Media; Celebrity Endorsement; Micro-Influencer;

   Sammanfattning : Användandet av sociala medier ökar kraftigt och har under de senaste åren blivit en viktig del i människors vardag. Detta ger företag en möjlighet att använda sig av sociala medier i sin marknadsföring och är en av de mest populära strategierna just nu är när företag samarbetar med influencers i sin marknadsföring. LÄS MER

5. 4. How credible is the incredible influencer? : A study examining what factors affect the perception of credibility in influencer marketing.

   Kandidat-uppsats, Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

   Författare :Emma Häregård Edvardsson; Linnea Boestam; [2018]
   Nyckelord :Influencer marketing; social media; WOM; celebrity endorsement; social identity theory; perception; credibility;

   Sammanfattning : Problem formulation: What factors affect the consumers perception of credibility in influencer marketing on social media? How and why do certain factors affect the credibility of influencer marketing? Purpose: The purpose of this thesis is to understand what factors affect the perception of credibility in influencer marketing on social media. Moreover, the aim is to understand how and why certain factors affect the credibility in influencer marketing in order to elaborate a conceptual model consisting of factors generating credible influencer marketing. LÄS MER

7. 5. Influencer Marketing : A mixed method study on the effectiveness and spread of influencers

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

   Författare :Elias Pärlhem; Johan Rutberg; [2018]
   Nyckelord :Influencer marketing; Opinion Leader; Micro-celebrity; Relationships; Instagram; Social Media; Influencers; Personality; Expertise; Influencer marknadsföring; Opinionsledare; Mikrokändis; Relationer; Instagram; Sociala medier; Influencers; Personlighet; Expertis;

   Sammanfattning : This mixed method study set out to investigate how businesses in the fashion and apparel industry can optimize working with two types of influencers; micro-celebrities who rely on their personality to influence, and opinion leaders who rely on their expertise to influence. This was explored through three different research questions. LÄS MER