Sökning: "trustworthiness on an influencer."

Visar resultat 1 - 5 av 11 uppsatser innehållade orden trustworthiness on an influencer..

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

    Kandidat-uppsats, Högskolan i Jönköping/Internationella Handelshögskolan; Högskolan i Jönköping/Internationella Handelshögskolan; 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

  2. 2. Money Making Characteristics of an Influencer : An explanatory study of the relationship of influencers’ characteristics on consumers’ purchase intentions

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Författare :Amanda Nygren; Evelina Kindvall; [2019]
    Nyckelord :Attractiveness of an influencer; authenticity of an influencer; influencer characteristics; influencer marketing; influencers; purchase intentions; social media; trustworthiness on an influencer.;

    Sammanfattning : Background: Influencer marketing is a rather new marketing strategy where companies use influencers to promote their products and services on their own social media platforms. Previous studies have shown that companies use influencer marketing for creating purchase intentions for the consumer, whereas other studies have indicated three different characteristics of an influencer, authenticity, attractiveness and trustworthiness, that are important to possess in order to be able to influence its followers, which is why this study wanted to do a combination of these types of studies. LÄS MER

  3. 3. Att vara eller inte vara native

    Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Emma Truvé; Isabelle Edenborg; Anna Frick; [2019]
    Nyckelord :Persuasion Knowledge Model; marknadsföring; native advertising; sociala medier; Instagram; influencer marketing; millennials; konsumentbeteende; change-of-meaning-principen; Business and Economics;

    Sammanfattning : Title: To Be or Not To Be Native - a Quantitative Study of Native Advertising on Instagram, and Its Effect on Consumer Behavior and Attitude. Seminar date: 2019-01-17 Course name: FEKH29, Degree project in Marketing Undergraduate Level, 15 University Credits. LÄS MER

  4. 4. Influencer marketing: What if everything revolves around the consumer’s self-esteem : A study about the purchasing behaviour of Swedish women in relation to influencer marketing

    Kandidat-uppsats, Högskolan i Jönköping/Internationella Handelshögskolan; Högskolan i Jönköping/Internationella Handelshögskolan; Högskolan i Jönköping/Internationella Handelshögskolan

    Författare :Linnea Egertz; Jonathan Almström; Benny Truong; [2019]
    Nyckelord :Word of mouth marketing; internet celebrity; influencer; influencer marketing; endorser; followers; social media; source credibility; source credibility model; self-esteem; tie strength; similarity; purchase intention;

    Sammanfattning : This thesis examines how female consumers’ self-esteem may impact an influencer’s ability to create a purchase through suggesting and testing a developed conceptual model. The Source credibility model, Similarity and Tie-strength were utilized as underlying theoretical frameworks. LÄS MER

  5. 5. Influencer Marketing : En framgångsrik strategi beroende på målgruppensålder

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

    Författare :Frida Engström; Jini Christoffersson; [2018]
    Nyckelord :Influencer marketing; Influencers; social media; word of mouth; attributes !; Influencer marketing; Influencers; sociala medier; word of mouth; attribut !;

    Sammanfattning : Vi lever i ett konsumtionssamhälle där vi dagligen blir exponerade för reklam i alla dess olika former. Företag försöker ständigt komma på nya innovativa marknadsföringstekniker för att nå fram i mediabruset, där Influencer marketing identifierats som en av de mest framgångsrika marknadsföringsmetoderna i nutid. LÄS MER