Sökning: "Management of Influencer Marketing"

Visar resultat 1 - 5 av 23 uppsatser innehållade orden Management of Influencer Marketing.

1. 1. “MED KODEN FAMILJ10 FÅR NI 10% RABATT PÅ…” En kvalitativ innehållsanalys av barns involvering i familjevloggares betalda samarbeten på YouTube

   Kandidat-uppsats, Göteborgs universitet/Institutionen för journalistik, medier och kommunikation

   Författare :Martina Davitkova; Hanna Eklund; Ella Engberg; [2023-03-10]
   Nyckelord :kommersiell sharenting; familjevloggare; YouTube; influencers; främre regionen; bakre regionen; fasad; intrycksstyrning; självpresentation; barn; utsända uttryck; överförda uttryck;

   Sammanfattning : EXECUTIVE SUMMARY In the early 2000s, the rise of the influencer industry began. An influencer refers to a person with influence and the ability to influence their audience to consume certain products or perform a specific action. LÄS MER

3. 2. THE ROLE OF SOCIAL MEDIA FASHION  INFLUENCERS ON GEN Z CONSUMERS LAST MINUTE HOLIDAY SHOPPING : A qualitative study on gen z consumers purchase behavior on fast-fashion retailer  

   Kandidat-uppsats, Linnéuniversitetet/Institutionen för management (MAN)

   Författare :Tracy Najjuko; [2023]
   Nyckelord :Consumer behavior; Purchase intention; Social media; Influencers; Fashion; Fast-fashion;

   Sammanfattning : The online activities on social media have become a popular beverage among female gen zers in Sweden, as they rely on the platforms to recieve the information they need when evaluating a fashion purchase. This research aims to investigate the consumer last-minute holiday shopping on fast-fashion brands, and how the online fashion influencer could impact them in such occasions. LÄS MER

4. 3. The Friend, the Influencer, the Lawyer: a Qualitative Case Study of IKEA’s Identity Expressions on Facebook

   Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Sara Fregert; [2023]
   Nyckelord :Organizational communication; Corporate identity; Organizational identity; Sensemaking; Impression management; Marketing; Social media; Identification; Social Sciences;

   Sammanfattning : With the increased loss of control over the organizational identity (OrI) in social media, research has started to encourage organizations to hand over control of the OrI to the creation and distribution of stakeholders. This has created challenges for the strategic communicator in managing the OrI internally, as the employees adapt to the OrI in the mind of the stakeholder rather than the OrI set by the dominant coalition. LÄS MER

5. 4. Risker med influencer marketing ur ett företagsperspektiv

   Kandidat-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomi

   Författare :Hedvig Lind Tränman; Mathilda Larsson; Emma Söderberg; [2023]
   Nyckelord :Influencer; Influencer marketing; Risk; Risk management; Influencer; Influencer marketing; Risk; Riskhantering;

   Sammanfattning : Det kan vara riskfyllt att externt involvera en influencer med syfte att representera ett varumärke. En influencers levnadssätt, agerande eller handlingar riskerar att leda till negativa utfall för ett företag. LÄS MER

7. 5. Strategies and Crisis Management Concerning the Cancel Culture in Influencer Marketing : A qualitative study on how influencers strategically prevents and tackles the phenomena cancel culture, along with the source for cancellation

   Kandidat-uppsats, Jönköping University

   Författare :Rebecka Danielson; Emilia Eriksson; Hanna Schongin; [2023]
   Nyckelord :Influencers; Cancel; Culture; Strategies; Crisis Management; Social Media;

   Sammanfattning : Abstract  Background: Circumstances deemed immoral conduct within the influencer marketing industry provoke eloquent sentiments and originated the phenomenon referred to as cancel culture. In spite of the industry's expansion and influencer marketing growth in revenue, there is presently a scarcity of academic research on influencer strategies that manage the cancel culture within social media. LÄS MER