Sökning: "followers’ loyalty to the influencers"

Hittade 2 uppsatser innehållade orden followers’ loyalty to the influencers.

  1. 1. Examining the impact of social media influencer’s credibility dimensions on consumer behavior

    Magister-uppsats, Högskolan i Gävle/Avdelningen för ekonomi

    Författare :ANA HUSSAIN; ZAHID ALI; [2022]
    Nyckelord :Social media platforms; social media influencers; social media influencer marketing; trustworthiness; expertise; attractiveness; followers’ loyalty to the influencers; purchase intention; attitude toward the brand.;

    Sammanfattning : Purpose: The study aims to explore the effects of social media influencers' credibilitydimensions (attractiveness, trustworthiness, and expertise) on consumer behavior (purchase intention and attitude towards the brand) while considering the followers' loyalty as the mediating variable in the fashion industry.Theoretical approach: The proposed conceptual model of the study is based on assumptions of source credibility theory and theoretical reasonings provided in the previous literature related to social media influencer marketing. LÄS MER

  3. 2. Från samarbete till eget varumärke - En experimentell studie om följares reaktioner på influencers reklam på Instagram

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

    Författare :Alma Pedersen; Julia Svan; [2020]
    Nyckelord :Influencer marketing; Influencer; Instagram; Disclosures; Parasocial interaction;

    Sammanfattning : Research within the field of influencer marketing has previously had its focus on follower loyalty and collaborations with generic brands. Recently, there has been a development in the industry where influencers have started to launch their own brands to a greater extent. This study was conducted by a quantitative experiment (n=571). LÄS MER