Sökning: "Emilia Köping-Höggård"

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  1. 1. Finding The Perfect Influencer-Brand Fit: A quantitative study on how the combination of social media influencer type and brand type affects the success of an influencer collaboration.

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

    Författare :Alice Fransson; Emilia Köping-Höggård; [2023]
    Nyckelord :Influencer marketing; Perceived fit; SMI types; Influencer-brand fit; Luxury brands;

    Sammanfattning : In recent years, the use of influencer marketing as a marketing tool has become increasingly popular. With the growth of influencer marketing, different social media influencer (SMI) types have emerged. Previous literature has explored the favorability of one SMI type over another, but none have incorporated brand type as a moderator. LÄS MER