Sökning: "brand trustworthiness"

Visar resultat 1 - 5 av 61 uppsatser innehållade orden brand trustworthiness.

1. 1. Unveiling the Art of Illusion: Exploring the Fabrication of Authenticity and Trustworthiness by Social Media Micro-Influencers to Engage Their Audience : An exploratory multiple case study that aims to analyze how social media micro-influencers fabricate authenticity and trustworthiness to engage their audience

   Kandidat-uppsats, Jönköping University/Internationella Handelshögskolan

   Författare :Armin Roshandel; Felix Miöen Dahlström; Kevin Ekström; [2023]
   Nyckelord :;

   Sammanfattning : Background: Social networking sites have transformed communication and advertising, with influencers like micro-influencers and "instafamous" individuals playing a crucial marketing role. Businesses now leverage these influencers to engage audiences and promote their brands, creating new opportunities for online brand promotion and consumer engagement. LÄS MER

3. 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)

   Författare :Sofia Zangrande; [2023]
   Nyckelord :Influencer marketing; influencer whitelisting; dark posts; social media marketing; influencers; consumer perception; message trustworthiness; millennials; gen-z; gen-x; influencer; marknadsföring; sociala medier; konsumenternas uppfattning; meddelandets trovärdighet;

   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

4. 3. 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

5. 4. Co-Creation: What Users Want - A Qualitative Study on how Social Media Users balance Motivators and Barriers to Co-Create within Marketing Activities on Social Media Platforms

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Anna Mellin; Ioannis Diakoulakis; [2023]
   Nyckelord :Value Co-Creation; Co-Creation; Social Media; Social Media Marketing Activities; Social Media Users; Motivations; Barriers; Business and Economics;

   Sammanfattning : The aim of this research is to explore motivators and barriers that customers balance when it comes to co-creation in marketing activities undertaken by brands on social media. A qualitative research strategy was decided, with semi-structured interviews as the research method. LÄS MER

7. 5. Industry Brands and Enchantment: How Disenchantment of the Mental Health App Industry Brand Influences Companies Within the Industry

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Olivia Hagman; Ellen Håkman; [2022-08-04]
   Nyckelord :Industry Brands; Mental Health Apps; Enchantment; Disenchantment; Consumer Perceptions; Industry Image; Industry Aura; Stigma;

   Sammanfattning : Enchantment is at the heart of most marketing and branding operations, therefore, there is reason to believe it is part of the broader picture of the more unexplored concept of industry brands. To study how enchantment discourses of industry brands influence companies, we employ the rich context of an industry brand that has received mixed reviews in terms of its ability to appeal to consumers, namely mental health apps. LÄS MER