Sökning: "celebrity endorsement"

Visar resultat 1 - 5 av 77 uppsatser innehållade orden celebrity endorsement.

  1. 1. "Do you want to be on my Instagram?" - A qualitative study of how companies collaborate with influencers

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

    Författare :Elin Wastesson; Filippa Granting; [2019]
    Nyckelord :Influencer; Influencer Marketing; Celebrity Endorsement; Network Theories; Relationships;

    Sammanfattning : Influencer marketing is booming among marketing practitioners across the globe. Only in Sweden the spend on influencer marketing was 660 million SEK in 2017, a 33 percent increase from previous year and a proof of the strong interest. However, little research has explored how companies actually work with influencers. LÄS MER

  2. 2. Celebrity Endorsement : En hiss eller diss ur konsumentens synvinkel?

    Kandidat-uppsats, Uppsala universitet/Medier och kommunikation

    Författare :Maja Brünteson; [2019]
    Nyckelord :;

    Sammanfattning : .... LÄS MER

  3. 3. Influencer marketing i ett modeföretag : En studie om rollen av influencer marketing i ett modeföretags varumärkeskommunikation utifrån ett företags- och konsumentperspektiv

    Kandidat-uppsats, Södertörns högskola/Företagsekonomi; Södertörns högskola/Företagsekonomi

    Författare :Ida Lindgren; Linnea Magnusson; [2019]
    Nyckelord :Influencer marketing; Instagram; Semiotic analysis; Celebrity Endorsement; Consumer Culture Theory; Brand Personality; Brand Loyalty; Authenticity; Influencer marketing; Instagram; Semiotisk analys; Celebrity Endorsement; Consumer Culture Theory; Varumärkespersonlighet; Varumärkeslojalitet och Autenticitet;

    Sammanfattning : The use of the social media platform Instagram has increased the fastest and has given the opportunity for the phenomenon of influencer marketing to grow in the fashion industry. The increase of influencer marketing has led marketers to understand that a change of focus is needed. LÄS MER

  4. 4. Chinese Consumer Willingness Towards Eco-Conscious Apparel Purchase : An Application of the Theory of Planned Behavior

    Magister-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Författare :Fanlv Jin; [2019]
    Nyckelord :Eco-conscious apparel; Theory of planned behavior; Sustainable consumption in China; Willingness to pay a price premium; Sustainable fashion; Apparel containing recycled fibers;

    Sammanfattning : Purpose – This thesis aims to contribute to the understanding of the Chinese customers’ perception and acceptance of eco-conscious apparel (ECA) based on the theory of planned behavior (TPB). The thesis further examines whether people would like to pay more for ECA and how the factor of willingness to pay a premium is influenced by TPB variables. LÄS MER

  5. 5. To Influence and Be Influenced

    Master-uppsats, Göteborgs universitet/Graduate School

    Författare :Ebba Törneman; Erika Molinder; [2018-07-03]
    Nyckelord :Celebrity endorsement; Micro-influencers; Macro-influencers; Social media; Authenticity; Identification;

    Sammanfattning : MSc in Marketing and Consumption.... LÄS MER