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  1. 1. From likes to brands: Social media influencers as co-founders : A multiple case study investigating social media influencers' effect on brand knowledge of e-commerce companies.

    Kandidat-uppsats, Jönköping University/Internationella Handelshögskolan

    Författare :Neea Eveliina Jussila; Karin Strandberg; Vide Blomdahl; [2023]
    Nyckelord :Brand Knowledge; Social Media Influencer; Human Brand; E-commerce company;

    Sammanfattning : Background: Social media influencers (SMIs) have become an important asset to the constantly changing world of marketing. The impact SMIs have within e-commerce and the influence they have on consumers have been observed. Therefore, the use of SMIs as a marketing tool in improving brand knowledge has been vastly adopted by many companies. LÄS MER