Sökning: "likeability"

Visar resultat 1 - 5 av 29 uppsatser innehållade ordet likeability.

  1. 1. Bringing Brands to Life: A study on the impact of brand anthropomorphism and personalization on advertisement attitudes in a social media context

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

    Författare :Sofia Alm; Rebecca Åbom; [2023]
    Nyckelord :Brand Anthropomorphism; Personalization; Privacy Concerns; Brand Trust; Advertisement Attitudes;

    Sammanfattning : Brand anthropomorphism is a frequently used marketing strategy to enhance a brand's humanlike features and characteristics. Businesses use brand anthropomorphism to increase their brands' appeal, likeability, and memorability for consumers. LÄS MER

  3. 2. Examine the Impact of Attractiveness of Social Media Influencers on Douyin User Purchase Intentions: A Quantitative Study of Sportswear Industry

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Zehui Sun; Xiaoyuan Cheng; [2023]
    Nyckelord :Social media influencer; Influencer marketing; Source attractiveness; Consumer attitude; Purchase intention; Business and Economics;

    Sammanfattning : Thesis purpose: The objective is to understand the impact of social media influencers’ familiarity, likeability and similarity on the purchase intention of Douyin users, particularly in the sportswear industry. Methodology: This study has utilised a quantitative method based on a positivist philosophical position, and followed a deductive approach. LÄS MER

  4. 3. "I feel it’s very dystopian" : Exploring User Perceptions and Attitudes Towards Virtual Influencers

    Master-uppsats, KTH/Skolan för elektroteknik och datavetenskap (EECS)

    Författare :Siddharth Mishra; [2023]
    Nyckelord :Virtual influencers; Design fictions; Computer-generated imagery; Social computing;

    Sammanfattning : Virtual influencers (VIs), computer-generated characters, can act as a medium to influence followers on social media platforms. This is a relatively novel phenomenon, with popular VIs having over six million followers. This study investigates VIs from the perspective of human-computer interaction. LÄS MER

  5. 4. Influencer marketing på Instagram: Påverkan på konsumenters attityd och köpintention : En kvantitativ studie

    Kandidat-uppsats, Högskolan i Gävle/Avdelningen för ekonomi

    Författare :Madeliene Hedin; Selicia Strindlund; [2022]
    Nyckelord :Influencer marketing; Social media marketing; Credibility; Brand attitude; Brand awareness; Purchase intention; Opinion leadership; Influencer marketing; Social media marketing; Trovärdighet; Varumärkesattityd; Varumärkeskännedom; Köpintention; Opinionsledarskap;

    Sammanfattning : Titel: Influencer marketing på Instagram: Påverkan på konsumenters attityd och köpintention utifrån trovärdighetsfaktorer, opinionsledarskap, follower/followee-ratio och sympati Nivå: C-uppsats, examensarbete inom företagsekonomi Författare: Madeliene Hedin & Selicia Strindlund Handledare: Jonas Kågström & Martin Ahlenius Examinator: Lars-Johan Åge Datum: 2022 - Maj Syfte: Syftet med studien är att bidra med kunskap om hur influencers trovärdighet påverkar konsumenters köpintention. Mer specifikt undersöks huruvida konsumenters attityd mot influencers påverkas utifrån follower/followee ratio, trovärdighetsfaktorer (trovärdighet, expertis och attraktivitet), opinionsledarskap samt sympati. LÄS MER

  7. 5. Fostering The Customers’ Purchase Intentions Through Social Media Influencers: An Intervening and Interactional Analysis

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Hany Wulandari; Nida Tanveer; [2022]
    Nyckelord :Social Media Influencers SMI ; SMI’s credibility; brand image; brand self-congruence; purchase intentions.; Business and Economics;

    Sammanfattning : This study emphasizes the significance of social media influencer traits, such as expert, trustworthiness, likeability, and homophily, in determining the legitimacy of social media influencers as a formative construct in Sweden's fashion sector. It successfully instils brand image in customers, which leads to purchase intentions. LÄS MER