Sökning: "Ida Martikainen"

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  1. 1. The Significance of Consumers’ Perceived Authenticity to Engagement : Explorative Research of Influencer Marketing in Instagram

    Master-uppsats, Linköpings universitet/Företagsekonomi

    Författare :Ida Martikainen; Anttonina Pitkänen; [2019]
    Nyckelord :Consumer resistance; authenticity; engagement; influencer marketing; social media marketing;

    Sammanfattning : Background: Consumers have created resistance towards marketing which can be seen for example as cynicism and criticism towards advertisements. Consequently, marketers do not achieve the aimed effect to consumers as easily as earlier. Authentic advertisement is said to be a tool to surpass the consumers’ resistance. LÄS MER