Sökning: "micro celebrity"
Visar resultat 6 - 10 av 17 uppsatser innehållade orden micro celebrity.
6. Why Brands Still Cause Trouble : Revisiting Holt's dialectical theory of consumer culture and branding
Master-uppsats,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
7. 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 strategiSammanfattning : 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
8. Influencer Marketing : En kvalitativ studie om vilka faktorer som är viktigast vid samarbete på Instagram
Kandidat-uppsats, Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälleSammanfattning : Användandet av sociala medier ökar kraftigt och har under de senaste åren blivit en viktig del i människors vardag. Detta ger företag en möjlighet att använda sig av sociala medier i sin marknadsföring och är en av de mest populära strategierna just nu är när företag samarbetar med influencers i sin marknadsföring. LÄS MER
9. You are what you eat online : the phenomenon of mediated eating practices and their underlying moral regimes in Swedish “What I eat in a day” vlogs
Master-uppsats, Lunds universitet/Medie- och kommunikationsvetenskapSammanfattning : In Western societies, with increasingly salient mediation processes, eating, too, has become an entanglement of offline and online practices. Food as carrier of values has never merely satisfied bodily needs, which makes it essential to investigate mediated eating practices and emerging digital foodscapes in order to understand how they change everyday life, but also culture at large. LÄS MER
10. Influencer Marketing : A mixed method study on the effectiveness and spread of influencers
Master-uppsats, Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälleSammanfattning : This mixed method study set out to investigate how businesses in the fashion and apparel industry can optimize working with two types of influencers; micro-celebrities who rely on their personality to influence, and opinion leaders who rely on their expertise to influence. This was explored through three different research questions. LÄS MER
