Sökning: "olle christian vilselius"

Hittade 2 uppsatser innehållade orden olle christian vilselius.

1. 1. Like, Comment & Subscribe

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

   Författare :Olle Eriksson; Christian Vilselius; [2017]
   Nyckelord :Influencer marketing; Celebrity endorsement; Advertising effectiveness; Adverting equity; Parasocial interaction;

   Sammanfattning : Despite influencer marketing being an increasingly popular marketing communications strategy for practitioners today, little academic research has explored how to best execute influencer marketing campaigns in order to generate the highest advertising effectiveness and consumer-­-perceived value. By looking at influencers as celebrity endorsers who are applying an advertising approach perspective, the purpose of the thesis is to investigate what combination of type of influencer and type of advertising message is most suitable in picture-­-based and video-­- based content community settings respectively. LÄS MER

3. 2. En argumentation om berättelser - En studie om effektivitet och reklamkapital för repetitionsstrategier

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

   Författare :Olle Eriksson; Christian Vilselius; [2015]
   Nyckelord :Narrative advertising; Repetition variation strategy; Advertising effectiveness; Advertising equity; Wear-in wear-out effects;

   Sammanfattning : Despite narrative advertising being an increasingly popular strategy among brands today, little research has examined the different expressions of repetition variation strategy in comparison to its alternative, argumentative advertising. Still unexplained is whether the appreciation and recognition created from successful storytelling-based commercial campaigns is a result of execution or the format itself. LÄS MER