Sökning: "Mary Caroline Creasey"

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1. 1. Virtual Influencing: Uncharted Frontier in the Uncanny Valley

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Mary Caroline Creasey; Adrián Vázquez Anido; [2020]
   Nyckelord :influencer marketing; virtual influencers; social media marketing; opinion leadership; brand spokespeople; brand spokes-characters; source credibility; uncanny valley; Business and Economics;

   Sammanfattning : Title: Virtual Influencing: Uncharted Frontier in the Uncanny Valley Date of the Seminar: 4th June 2020 Course: BUSN39 Degree Project in Global Marketing Authors: Mary Caroline Creasey and Adrián Vázquez Anido Supervisor: Burak Tunca Keywords: influencer marketing, virtual influencers, social media marketing, opinion leadership, brand spokespeople, brand spokes-characters, source credibility, uncanny valley Thesis purpose: In exploring if and to what extent reality level affects sentiment and skepticism, this study aims to provide valuable and actionable insights to both guide academics in further studies and help managers better understand nuances of influencer perceptions. Methodology: To analyze whether perception differs across influencers’ reality levels (human or virtual), this study collected comment data from Instagram to assess levels of sentiment and skepticism. LÄS MER