Sökning: "source follower"

Visar resultat 1 - 5 av 14 uppsatser innehållade orden source follower.

  1. 1. Strategies and Crisis Management Concerning the Cancel Culture in Influencer Marketing : A qualitative study on how influencers strategically prevents and tackles the phenomena cancel culture, along with the source for cancellation

    Kandidat-uppsats, Jönköping University

    Författare :Rebecka Danielson; Emilia Eriksson; Hanna Schongin; [2023]
    Nyckelord :Influencers; Cancel; Culture; Strategies; Crisis Management; Social Media;

    Sammanfattning : Abstract  Background: Circumstances deemed immoral conduct within the influencer marketing industry provoke eloquent sentiments and originated the phenomenon referred to as cancel culture. In spite of the industry's expansion and influencer marketing growth in revenue, there is presently a scarcity of academic research on influencer strategies that manage the cancel culture within social media. LÄS MER

  3. 2. How authentic is authenticity on Instagram: a Swedish social media influencer and social media follower perspective

    Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Matilda Elisabeth Matthys; [2020]
    Nyckelord :Social media influencer marketing; Social media influencer SMI ; Social media follower; Authenticity; Paid collaborations; Strategic communication; Marketing; Branding; Social Sciences;

    Sammanfattning : Companies are spending more money on the SMI marketing strategy than ever. Research does however show that SMIs are viewed as sellouts doing collaborations for personal profit. Hence it is questionable for how authenticity (the number one thing people look for before making a purchase) is perceived and communicated. LÄS MER

  4. 3. Insta(nt) credibility? : Exploring how Generation Z assigns credibility to influencers and their sponsored posts on Instagram

    Kandidat-uppsats, Högskolan i Jönköping/Internationella Handelshögskolan

    Författare :Lisa Stedt; Nathalie Skoglösa; Elina Svelander; [2019]
    Nyckelord :Influencer marketing; Source credibility; Instagram; Generation Z;

    Sammanfattning : Background: Today, 98% of all Swedish upper secondary school students have Internet access and the majority possess accounts on social media; allowing them to generate content and engage with brands in a new way. Amongst this, we find influencer marketing; a new form of endorsement strategy utilized by companies in the social media setting to promote products and brands. LÄS MER

  5. 4. Instagram profile’s effect on influencer credibility : A qualitative study on how the influencer-follower relationship is affected by the influencers credibility in relation to their Instagram profile.

    Kandidat-uppsats, Högskolan i Jönköping/IHH, Företagsekonomi

    Författare :Amanda Anongdeth; Halima Imam Barre; [2019]
    Nyckelord :Social media marketing; Influencer marketing; Influencer; Credibility; Instagram;

    Sammanfattning : Background: Through digitalization, it has now allowed people to be more linked through different social media platforms and has led to an increase in the use of these platforms such as Facebook, YouTube, Twitter and Instagram. Compared to other social media, Instagram has the highest level of involvement through time spent on the app. LÄS MER

  7. 5. Konsumentens uppfattning av Influencer Marketing på Instagram : En experimentell studie på Source Credibility, Köpintention och Varumärkesattityd

    Kandidat-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Författare :Fanny Birgersson; Jonas Ragnvaldsson; Emma Randau; [2018]
    Nyckelord :Influencer marketing; Multiple product endorsement; Celebrity endorsement; Source Credibility; Purchase intention; Brand attitude; Influencer marketing; Multiple product endorsement; celebrity endorsement; Source credibility; Köpintention; Varumärkesattityd;

    Sammanfattning : Sociala medier har under senare år växt och blivit en integrerad del av människors vardag. Tillväxten i populariteten av sociala medier har resulterat i att många företag flyttar delar av sin marknadsföring till dessa plattformar i förhoppningen om att få en bredare och mer engagerad publik. LÄS MER