Sökning: "brand attractiveness"

Visar resultat 1 - 5 av 117 uppsatser innehållade orden brand attractiveness.

  1. 1. TikTok-influencers: vad är ett vinnande koncept för framgång? En kvalitativ innehållsanalys om olika personliga varumärkesbyggande kommunikationsstrategier samt karaktärsdrag som är framträdande i svenska influencers TikToks

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

    Författare :Yrsa Petersén; Filippa Sundman; [2024-03-04]
    Nyckelord :Personligt varumärke; influencer; kommunikationsstrategier; karaktärsdrag; TikTok;

    Sammanfattning : Executive summary The purpose of this thesis is to examine the construction of personal brands on influencers on the platform TikTok. Influencers - a very current and relevant phenomenon in today’s society, are gaining more power in the media landscape and have major influence on both social media users and companies. LÄS MER

  3. 2. Viral Attraction: Incongruency in Job Adverts on Social Media

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Sofia Zetterberg; Joel Söderholm; [2024]
    Nyckelord :Viral Marketing; Incongruency; Employer Attractiveness; Social Media; Students;

    Sammanfattning : Organizations are facing increasing challenges when it comes to securing talent. Harsh competition and a young generation more inclined to bargain means more activities to stand out and become an attractive employer. LÄS MER

  4. 3. MONEYMAKER OR GLOBAL SAVER- Exploratory study on Sustainable Innovation

    Kandidat-uppsats, Mälardalens universitet/Akademin för ekonomi, samhälle och teknik

    Författare :Benjamin Dawson Barker; Ziyue Ma; Zein Oubari; [2023]
    Nyckelord :Sustainable innovation; Regional context; Regulation; Brand value; Innovative capabilities; Attractiveness as an employer;

    Sammanfattning : In recent years, both academia and practice have shown an increased interest in sustainable innovation. This new area is examined in the context of large enterprises in our qualitative multiple case study. This thesis thus contributes to a better understanding of the concept as well as the underlying variables that drive sustainable innovation. LÄS MER

  5. 4. Are Influencers the Next Brand-Building Tool? : A Qualitative Study on How Influencer Marketing Affects Customer-Based Brand Equity

    Uppsats för yrkesexamina på avancerad nivå, Umeå universitet/Företagsekonomi

    Författare :Klara Brännström; Sandra Elstig; [2023]
    Nyckelord :Influencer Marketing; Customer-Based Brand Equity;

    Sammanfattning : Given the rise of social media and the growing importance of influencers on consumer behavior, gaining an understanding of how influencers and the practice of influencer marketing impact the brand from the consumer's perspective is crucial. Additionally, a significant amount of companies compete for consumers' attention in today's market. LÄS MER

  7. 5. Examine the Impact of Attractiveness of Social Media Influencers on Douyin User Purchase Intentions: A Quantitative Study of Sportswear Industry

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Zehui Sun; Xiaoyuan Cheng; [2023]
    Nyckelord :Social media influencer; Influencer marketing; Source attractiveness; Consumer attitude; Purchase intention; Business and Economics;

    Sammanfattning : Thesis purpose: The objective is to understand the impact of social media influencers’ familiarity, likeability and similarity on the purchase intention of Douyin users, particularly in the sportswear industry. Methodology: This study has utilised a quantitative method based on a positivist philosophical position, and followed a deductive approach. LÄS MER