Sökning: "trustworthiness on an influencer."

Visar resultat 11 - 15 av 31 uppsatser innehållade orden trustworthiness on an influencer..

1. 11. IMPACT OF SOCIAL MEDIA INFLUENCER’S CREDIBILITY DIMENSIONS ON CONSUMER BEHAVIOR : An Empirical Study related to Influencer Marketing on Pakistan’s Fashion Industry

   Magister-uppsats, Jönköping University/IHH, Företagsekonomi

   Författare :Faizan Baig; Saad Ullah Shahzad; [2022]
   Nyckelord :Social media platforms; social media influencers; social media influencer marketing; trustworthiness; expertise; attractiveness; purchase intention; attitude toward the brand; fashion industry;

   Sammanfattning : This research aims to investigate the impact of social media influencer’s credibility dimensions (Trustworthiness, Attractiveness, and Expertise), in shaping consumer's behaviour (Purchasing intention of customers and customer's attitude towards the brand). This proposed theoretical framework is based on social learning theory and the theoretical implications of the previous literature which is related to social media influencer marketing. LÄS MER

3. 12. Virtual influencers come to the rescue? A quantitative study exploring consumer purchase intentions based on their perceived credibility of virtual influencers, with the mediating role of taste leadership

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Louelle Tameu; Yimei Xie; [2022]
   Nyckelord :Virtual influencer; Influencer marketing; Source credibility; Taste leadership; Purchase intention; Business and Economics;

   Sammanfattning : Thesis purpose: The purpose of this research is to investigate the extent to which virtual influencers are perceived as credible sources of advertising and how their credibility attributes affect purchase intention among consumers. Specifically, this study aims to provide a deeper comprehension of this new influencer marketing phenomenon and to guide marketing managers in the understanding of consumer perceptions of virtual influencers. LÄS MER

4. 13. Influencer or Human Billboard? : A study on defining influencer credibility on the Swedish market

   Kandidat-uppsats, Linnéuniversitetet/Ekonomihögskolan, ELNU

   Författare :Mikael Bergh; Albin Eklöf; Isak Rydén; [2021]
   Nyckelord :Influencer marketing; credibility; influencer size; purchase intention.;

   Sammanfattning : The drastic growth of the influencer market has spiked an interest in defining the significance of influencer credibility (IC). This thesis primarily aims to identify which drivers of IC are important to Swedishconsumers and how these can impact purchase intention (PI). LÄS MER

5. 14. The Mystery of Social Media Influencers Influencing Characteristics : An exploratory study on how social media influencers characteristics influence consumer purchase intentions

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

   Författare :Amanda Håkansson; Emelie Jansson; Noah Kapteijn; [2020]
   Nyckelord :SMI; purchase intentions; SMI characteristics; attractiveness; similarities; authenticity; trustworthiness;

   Sammanfattning : Background: Social media have had a big influence on consumers engagement and the upcoming of social media influencers. Social media influencers are often seen as people who are similar to their audience and could be seen as strong opinion leaders. LÄS MER

7. 15. Nanoinfluencers som inflytelserika opinionsledare : En kvalitativ studie om hur ett företags Brand Equity påverkas vid samarbeten med nanoinfluencers

   Kandidat-uppsats, Södertörns högskola/Företagsekonomi

   Författare :Amanda Manns; Hzbai Tekeste; [2020]
   Nyckelord :Nanoinfluencer; Brand Equity; Trustworthiness; Engagement; Brand Awareness; Nanoinfluencer; Brand Equity; Trovärdighet; Engagemang; Varumärkeskännedom;

   Sammanfattning : Due to the dramatical change in society coming from digitization, marketing changed from a traditional approach to a digital scene. A phenomenon that appeared as a result of this is marketing through influencers, also seen as opinion leaders in online communities. LÄS MER