Global ETD Search
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Showing 1 to 20 of 35 for “"Social media influencers"”.
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Social Media Influencers and Artificial Intelligence: Opportunities and Challenges
This study examines social media influencers’ (SMIs) perceptions of the role of artificial intelligence (AI) in advancing their relationships with followers, their views of the opportunities/dangers of AI in assuring their authenticity, and their perspectives towards virtual SMIs in terms of …
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Η επίδραση των Social Media Influencers στην αγοραστική συμπεριφορά των καταναλωτών
… Marketing. Το αντικείμενο μελέτης είναι οι Social Media Influencers (SMIs), το περιεχόμενο που παράγουν και τα προϊόντα ή υπηρεσίες που αυτοί διαφημίζουν με σκοπό να επηρεάσουν την αγοραστική απόφαση των ακολούθων/καταναλωτών τους. Στην έρευνα δίνονται βάση σε πέντε κατηγορίες μέσω των …
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Social Butterflies: How Social Media Influencers are the New Celebrity Endorsement
… have had to adapt in order to use the available social media platforms to gain visibility in the millennial audience. Recently brands have turned to online 'celebrities' known as a social media influencer (SMI) to distribute information and influence consumers' product perceptions. This …
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The Influence of Social Media Influencers (SMIs) on Consumer Decision Making: A Tourism and Hospitality Perspective
… that wields its increasing influence through social media, social media influencers (SMIs) have continued to grow as a key component of firms’ digital marketing strategies. However, several aspects of SMIs merit attention: their personal characteristics, content features, and how they …
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Exploring the Relationships Between Social Media Influencers and Consumer Purchase Intentions in the Chinese Fashion Industry
The rapid development of the internet and social media has changed the ways consumers access information before purchasing. Social media influencers in particular have become a powerful source of information, but little is known about which factors influence consumers in this context. Despite the …
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De-influencing: The Role of Social Media Influencers in the Problem and Solution to Shopping Addiction
Social media influencers (SMIs) are increasingly relied upon by marketers who capitalize on their established authenticity and trust with their audiences to carry over positive marketing outcomes for the brand. However, concerns arise amidst threats to influencer authenticity and growing critiques …
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Social Media Influencers on Consumer Behaviour: An exploratory study in the food industry in the Kingdom of Bahrain
Social media has become a defining feature of contemporary consumer culture where individuals frequently share videos, reviews, and recommendations across platforms such as Instagram, Snapchat, TikTok, and YouTube. These practices illustrate the growing significance of social commerce in which …
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Unbranded Vs. Branded Direct-To-Consumer Advertising (Dtca) Using Social Media Influencers: Examining The Effects Of Message Type And Disclosure
Social media influencer (SMI) advertising is a recent tactic conducted by pharmaceutical companies to promote a disease or a prescription drug directly to consumers. This study examined the effects of unbranded and branded direct-to-consumer (DTC) SMI advertising along with the effects of …
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Exploring the role of source, content, and audience factors in shaping sharing behaviour among social media influencers’ followers in Saudi Arabia
The rise of social media influencers over the past decade has garnered interest from scholars and marketers, paving the way for what is widely known as influencer marketing. Recent evidence indicates that engagement between influencers and their followers plays a major role in the success of …
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A Mixed-Method Examination of Social Media Influencers’ Source Characteristics in Sponsored Health Campaign Messaging: An Application of Psychological Reactance Theory
<p>Social media influencers (SMIs/influencers) are frequently used for marketing and public relations purposes (i.e., influencer marketing), but can be leveraged to avoid resistance to health campaign messages. Guided by psychological reactance theory (PRT), the purpose of this dissertation was to …
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Η επίδραση των Social Media Influencers στην παρορμητική διαδικτυακή αγοραστική συμπεριφορά : ο ρόλος της συμβατότητας, της αξιοπιστίας και της επιθυμητής ταύτισης.
Οι χρήστες των μέσων κοινωνικής δικτύωσης στην Ελλάδα αναπτύσσουν ισχυρούς δεσμούς με τους ‘’Ιnfluencers’’ που ακολουθούν. Ωστόσο, η σχέση αυτή επηρεάζεται από μεταβλητές όπως η «αξιοπιστία της πηγής», η «συμβατότητα» και η «επιθυμητή ταύτιση». Η παρούσα μελέτη, μέσω 9 ερευνητικών υποθέσεων, …
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IDENTIFYING INFLUENCERS FOR PSYOP
Social media has become one of the primary modes of communication throughout the world, especially in developed countries. Nearly every user of social media in its various forms or applications has an audience he or she can influence and a set of influencers from which he or she receives …
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The effect of sponsorship disclosure on consumers perception of source credibility and the likelihood to recommend organic hair care products
… due to the rapid expansion and usage of social media platforms. Despite the increased adoption of influencer marketing, the effect of sponsorship disclosure on source credibility remains under-researched in academia. This study aimed to address this research gap in two parts. Firstly, by …
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#EvenMore than just a brand of soap: a case study analysing LUX soap's use of Instagram
… was achieved through a strategy that integrated social media influencers and brand events, whilst incorporating social marketing. Not only does this research focus on LUX's branding on Instagram, it critically engages with the content from a postfeminist perspective. This is the secondary …
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YouTube Influencers in Bangladesh: Analyzing Message Strategies of Sponsored Ads in Vlogs
<p>Social media influencers, particularly YouTube influencers marketing emerged as a growing industry in Bangladesh. However, research on this topic is limited. This study effectively addresses this gap and following quantitative methods and content analysis, this study mainly examines Influencers …
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Visible Muslims, Political Beings: The Racialized and Gendered Contours of a Digitally-Mediated Muslim Womanhood
… of Muslim womanhood. I center Muslim female social media influencers in my analysis and examine how they perform and (re)define Muslim womanhood through fashion, aesthetic labor, the hijab, and modest embodiment practices online. The specific research question that undergirds this project is, …
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SCROLLING CRITICALLY: MOMFLUENCERS AS SITES OF COMPOSITION, RHETORIC, AND PEDAGOGICAL INSIGHT
… examines the practices of Momfluencers–social media influencers who blend maternal identity with lifestyle branding–to inform pedagogy for aspiring digital professionals, particularly college students preparing for careers in social media. </p> <p>Chapter 1 establishes a theoretical …
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Exploring the Phenomenon of “Superficial Appreciation” in Tourism
… characteristics, motivated mostly by posts on social media sites such as Instagram and Facebook. The research combines Social Influence Theory (Kelman, 1958), the Tourist Gaze theory (Urry & Larsen, 2011), and Authenticity (Wang, 1999) principles to investigate the impact of visual framing by …
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Installectualism: Public Intellectuals in a Digital World
… and network analysis. First, intellectuals as social media influencers and digital entrepreneurs. Secondly, how new mediums allowed for positioning and discourse that is more engaged, rapid, and viral, albeit often superficial and occasionally belligerent. Finally, how, through a complex …
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