Sökning: "the effect of influence marketing through social media"

Visar resultat 1 - 5 av 31 uppsatser innehållade orden the effect of influence marketing through social media.

1. 1. Are Influencers the Next Brand-Building Tool? : A Qualitative Study on How Influencer Marketing Affects Customer-Based Brand Equity

   Uppsats för yrkesexamina på avancerad nivå, Umeå universitet/Företagsekonomi

   Författare :Klara Brännström; Sandra Elstig; [2023]
   Nyckelord :Influencer Marketing; Customer-Based Brand Equity;

   Sammanfattning : Given the rise of social media and the growing importance of influencers on consumer behavior, gaining an understanding of how influencers and the practice of influencer marketing impact the brand from the consumer's perspective is crucial. Additionally, a significant amount of companies compete for consumers' attention in today's market. LÄS MER

3. 2. Spegel spegel på väggen där : En kvalitativ undersökning kring unga vuxnas attityder till sponsrade skönhetsingrepp via influencers.

   Kandidat-uppsats, Linnéuniversitetet/Institutionen för medier och journalistik (MJ)

   Författare :John Johansson; Oscar Johannesson; [2023]
   Nyckelord :Influencer; Cosmetic surgery; Marketing; Parasocial relation; Gender norms; Audience effect; Influencer; Skönhetsingrepp; Marknadsföring; Parasocial relation; Könsnormer; Publikeffekt;

   Sammanfattning : This report explores the influence of influencer posts featuring paid collaborations for cosmetic surgeries on social media followers. Building upon the investigative SVT documentary "Priset vi betalar" by journalist Frida Söderlund, the documentary delves into the world of influencers and the dynamics behind their accounts. LÄS MER

4. 3. Analyzing the Effects of Brand Activism on Consumer Loyalty: Macro and Micro Perspective

   Master-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Författare :Nina Roques; [2023]
   Nyckelord :Brand activism; consumer perception; consumer behavior; consumer loyalty; communication; Russia-Ukraine conflict;

   Sammanfattning : This study seeks to investigate, from both macro and micro perspectives, the effect of brand activism on consumer loyalty.  The macro perspective examines the general relationship between brand activism and consumer loyalty, whereas the micro perspective examines the specific context of companies' withdrawal from Russia as a form of brand activism. LÄS MER

5. 4. En Ny Era - Artificiell Intelligens inom Digital Marknadsföring

   Kandidat-uppsats, Stockholms universitet/Institutionen för data- och systemvetenskap

   Författare :Emily Bergström Stacey; Fredrika Björk; [2023]
   Nyckelord :Artificial intelligence; ChatGPT; DALL-E 2; GPT-4; Digital marketing; Search engine optimisation SEO ; Paid search marketing; Online public relations; Affiliate marketing; Display advertising; Email marketing; Social media marketing; Personalisation; Artificiell intelligens; ChatGPT; DALL-E 2; GPT-4; Digital marknadsföring; Search engine optimisation SEO ; Paid search marketing; Online public relations; Affiliate marketing; Display advertising; Email marketing; Social media marketing; Personalisering;

   Sammanfattning : I slutet av år 2022 introducerades det nya AI-verktyget ChatGPT, en AI-modell som använder maskininlärning för att generera människoliknande svar i stor skala. ChatGPT:s snabba framväxt medför en ovisshet kring hur AI-verktyget kommer påverka praxis för digital marknadsföring. LÄS MER

7. 5. From likes to brands: Social media influencers as co-founders : A multiple case study investigating social media influencers' effect on brand knowledge of e-commerce companies.

   Kandidat-uppsats, Jönköping University/Internationella Handelshögskolan

   Författare :Neea Eveliina Jussila; Karin Strandberg; Vide Blomdahl; [2023]
   Nyckelord :Brand Knowledge; Social Media Influencer; Human Brand; E-commerce company;

   Sammanfattning : Background: Social media influencers (SMIs) have become an important asset to the constantly changing world of marketing. The impact SMIs have within e-commerce and the influence they have on consumers have been observed. Therefore, the use of SMIs as a marketing tool in improving brand knowledge has been vastly adopted by many companies. LÄS MER