Sökning: "brand spokes-characters"

Hittade 2 uppsatser innehållade orden brand spokes-characters.

  1. 1. Chatting with a brand spokes-character: A quantitative study on the effects of using brand spokes-characters as virtual chatbot agents

    D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledning

    Författare :Anton Eriksson; [2022]
    Nyckelord :Spokes-character; Chatbot; Virtual agent; Brand attitude;

    Sammanfattning : This study investigates the consequences of using brand spokes-characters as chatbot agents in customer interactions. Through two studies, the effects of using a brand spokes-character to interact with consumers is compared to using a non-spokes-character chatbot agent. LÄS MER

  3. 2. 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