Sökning: "elin hakimi"

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  1. 1. Creativity in Advertisements on Instagram: A Quantitative Study of Sunshine and Cheeseburgers

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

    Författare :Elin Hakimi; Adam Thelander; [2016]
    Nyckelord :Instagram; Creativity; Source Credibility; Brand Effect; Advertising Effectiveness;

    Sammanfattning : The purpose of this study is to examine the relevance of two advertising creativity paradigms in the context of Instagram, with regards to advertising effectiveness as well as examining the role of brands on this relationship. Applying either theoretical frameworks of (a) Information Processing Theory through text or (b) Signal Theory through image, a two-by-two study was distributed to respondents with accompanying identical questionnaires. LÄS MER