Sökning: "message trustworthiness"

Visar resultat 1 - 5 av 20 uppsatser innehållade orden message trustworthiness.

1. 1. Digital media use towards relationship initiation in marketing : A qualitative study of Swedish Micro-firms in a B2B context

   Master-uppsats, Umeå universitet/Företagsekonomi

   Författare :Xian Li; [2023]
   Nyckelord :Keywords: Digital media; Relationship marketing; Business-to-Business marketing; Trust; Customer relationship initiation;

   Sammanfattning : This thesis aims to explore what and how Swedish micro firms use digital media towards relationship initiation in a Business-to-Business (B2B) context. Digital media has been increasingly studied in marketing over time, but it has been predominated by Business-to- Customer (B2C) context, while the Business-to-Business context lacks attention, micro B2B firms even less in particular. LÄS MER

3. 2. Influencer Whitelisting & Dark Posts : A Cross-generational Study on Consumers’ Perception and Trust in Social Media Advertisement

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

   Författare :Sofia Zangrande; [2023]
   Nyckelord :Influencer marketing; influencer whitelisting; dark posts; social media marketing; influencers; consumer perception; message trustworthiness; millennials; gen-z; gen-x; influencer; marknadsföring; sociala medier; konsumenternas uppfattning; meddelandets trovärdighet;

   Sammanfattning : This paper investigates the perception of dark posts in influencer whitelisting (IWL) and their impact on consumers’ trust compared to other forms of sponsored content on social media. The study employed a mixed-methods approach involving a survey with open-ended questions to gather data from participants across different generational cohorts - GenZ, Millennials and Gen-X. LÄS MER

4. 3. Educate, entertain, and esthetically appeal with influencer marketing videos – but how? : A qualitative descriptive study of the utilization of education, entertainment, and esthetic aspects in influencer marketing videos to promote second hand fashion online stores. 

   Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

   Författare :Olivia Mikkola; Meri Viro; [2023]
   Nyckelord :Online second hand fashion store; social media influencer; store promotion; education; entertainment; esthetics;

   Sammanfattning : Background The online second-hand fashion market is a growing market that can be promoted with the help of social media and influencers. Influencers can help with store promotion as well as to promote sustainability and, therefore, promote this alternative fashion consumption style. LÄS MER

5. 4. With great power comes great social responsibility

   Kandidat-uppsats,

   Författare :Eric Björklund; Johan Börjesson; [2022]
   Nyckelord :CSR; Trustworthiness; Trust; Transparency; Authenticity; Euphemisms; Social Media; CSR; Trovärdighet; Tillit; Transparens; Äkthet; Eufemismer; Sociala Medier;

   Sammanfattning : The overall vagueness of words and sentences can show differences in meaning and perceptions. Applying this to Corporate Social Responsibility (CSR) initiatives can end up being misleading, especially in an online setting such as social media, which has shown as a preferable medium for these kinds of messages. LÄS MER

7. 5. Hur upplever mottagarna audiovisuell information på TikTok?

   Kandidat-uppsats, Malmö universitet/Fakulteten för teknik och samhälle (TS)

   Författare :Josefine Ahlin; [2022]
   Nyckelord :TikTok; generation Z; audiovisual information; communication forms; information processing; engagement; feminism; narrative; rhetorical impact; TikTok; generation Z; audiovisuell information; kommunikationsformer; informationsbearbetning; engagemang; feminism; narrativ; retorisk påverkan;

   Sammanfattning : TikTok är en sociala medier-plattform där användarna kan publicera korta videoklipp. Applikationen används idag av över 1 miljard människor. Plattformen erbjuder funktioner som främjar interaktion och kunskapsutbyte mellan användarna. LÄS MER