Sökning: "SMI marketing"
Visar resultat 1 - 5 av 24 uppsatser innehållade orden SMI marketing.
1. Men’s perceptions of endorsers : A qualitative study on how brand love affects men when being exposed to influencer marketing versus celebrity endorsement
Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)Sammanfattning : Influencer marketing and celebrity endorsement has grown in the past years and has become a vital part of marketing in the fashion industry. This field has been well researched, however a gap in the research is the focus on men and the role brand love has. LÄS MER
2. Influencer Whitelisting & Dark Posts : A Cross-generational Study on Consumers’ Perception and Trust in Social Media Advertisement
Master-uppsats, KTH/Skolan för elektroteknik och datavetenskap (EECS)Sammanfattning : This paper investigates the perception of dark posts in influencer whitelisting (IWL) and their impact on consumers’ trust compared to other forms of sponsored content on social media. The study employed a mixed-methods approach involving a survey with open-ended questions to gather data from participants across different generational cohorts - GenZ, Millennials and Gen-X. LÄS MER
3. Discovering the SMI Strategy of E-commerce Companies : A qualitative study exploring the decisive parameters in the hiring of social media influencers
Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)Sammanfattning : In a society where digitalization thrives, opportunities for both conducting e-commerce and promoting it are enhanced. A common marketing strategy that has shown to be efficient is collaborating with Social Media Influencers. It is widely known that social media influencers can greatly help e-commerce companies get noticed. LÄS MER
4. 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 strategiSammanfattning : 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
5. I don't want your apology
C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiSammanfattning : Social media influencer (SMI) transgressions when endorsing brands have become a current topic and various SMI-related scandals have gained massive media coverage in the past decade. SMIs themselves face backlash and a damaged personal brand image and the endorsing brands express either support or dissociation, through termination of contracts with the endorsed influencer. LÄS MER