Sökning: "endorsement"

Visar resultat 1 - 5 av 111 uppsatser innehållade ordet endorsement.

  1. 1. 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

  2. 2. Why Brands Still Cause Trouble : Revisiting Holt's dialectical theory of consumer culture and branding


    Författare :Luis Grau; Andrei Vanetski; [2018]
    Nyckelord :brands; consumers; consumer culture; instagram; influencers; marketing; micro-celebrity; endorsement; Bourdieu s habitus; lacan s discourse;

    Sammanfattning : The rise of social media in general and Instagram in particular has enabled a new type of celebrities, called micro-celebrities, that nowadays are being increasingly used by companies to endorse their products or establish their brands. While celebrity endorsement as a type of stealth branding together with some other marketing techniques characteristic of postmodernism were predicted to be unveiled and scorned by consumers (Holt, 2002), there are signs that through the practices of micro-celebrities, the language and logic of marketing have become even more ubiquitous in our contemporary social life (Khamis et al. LÄS MER

  3. 3. The role of peer-created content in digital advertising : Perceptions of sponsored and non-sponsored recommendations on Instagram, its recognition as a product advertisement and its effects on the level of trustworthiness.

    Master-uppsats, Högskolan i Jönköping/Internationella Handelshögskolan; Högskolan i Jönköping/Internationella Handelshögskolan

    Författare :Karolina Gibała; Aleksandra Gujda; [2018]
    Nyckelord :trustworthiness; Instagram; sponsored; non-sponsored; perception; product advertisement;

    Sammanfattning : Background: Changing interests and expectations of societies have resulted in the development of new communication and business channels. The boom of social media, allowed for a rapid exchange of beliefs, opinions and ideas. The ways of advertising products have also been changed. LÄS MER

  4. 4. Celebrity Endorsement - Consumers’ willingness to pay for celebrity endorsed products

    Kandidat-uppsats, Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Författare :Mohammad Kheder; [2018]
    Nyckelord :;

    Sammanfattning : Celebrity endorsement has become a widely studied and applied concept by the marketers and managers in modern business organizations. With the progressive marketing and business methods, new promotional tools have also been introduced to provide a competitive edge to the organizations. This paper deals with the research question i.e. LÄS MER

  5. 5. Värdet av en microinfluencer - En kvantitativ studie om reklameffektivitet till följd av antal följare och kongruens

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

    Författare :Ebba Gauffin; Julia Olander; [2018]
    Nyckelord :Influencer marketing; Micro influencer; Brand congruence; Celebrity endorsement; Advertising effectiveness;

    Sammanfattning : In the context of social media marketing, this thesis empirically investigate how influencers' follower count and congruence with advertised brand effect advertising effectiveness. An experimental study was conducted with the purpose of examine whether these effects have an impact on the outcome of advertising and to elucidate which effect to prioritise in the configuration process of influencer marketing advertisements. LÄS MER