Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 20 of 29 for “"influencer marketing"”.
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Influencer marketing jako nástroj marketingové komunikace na sociálních sítích
Tato diplomová práce se zabývá marketingovou komunikací. První část práce je zaměřena na teoretické a všeobecné pojetí marketingu a marketingové komunikace, komunikačního mixu a marketingu na sociálních sítích. V druhé části je zpracována praktická část, kde je proveden průzkum v oblasti influencer …
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The Banality of the Social: A Philosophy of Communication of Social Media Influencer Marketing
… in order to understand the role of social media influencer marketing within a historical moment defined via Hannah Arendt’s understanding of the social. Social media influencer marketing emerges as a new form of celebrity endorsement in which those finding fame on the Internet engage in …
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Influencer Marketing on Tiktok and Instagram: Consumer Engagement and Motivations with Platforms, Influencers, and Brand-Related Content
In recent years, influencer marketing has emerged as a dominant force in the realm of digital advertising (Taylor, 2020), particularly on platforms like Instagram and TikTok. This thesis delves into the multifaceted landscape of influencer marketing, focusing specifically on its role within these …
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The effect of sponsorship disclosure on consumers perception of source credibility and the likelihood to recommend organic hair care products
Influencer marketing has made its way to the forefront of online marketing 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 …
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Mães no Instagram: estratégias de conteúdo de influenciadoras digitais
… on Instagram and its strategies applied to the influencer marketing market in Brazil. In this context, the figure of digital influencers has proven to be a fundamental part of the market's growth through the production of content on social networks. This is a bibliographical research, with a …
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Influencer persona and audience engagement : an analysis of the user decision-making differences between traditional and short-video-based social media
Social media influencer marketing, which is a new marketing method that takes on the idea of celebrity endorsement, is a growing phenomenon. The ever-increasing influence of social media as seen in society today places it as a key modern-day content-driven marketing movement. The atmosphere of …
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Η δύναμη των Social Media στη διαμόρφωση της πρόθεσης ψήφου
… το engagement και η αλληλεπίδραση, το influencer marketing και το πολιτικό περιεχόμενο. Η μελέτη βασίζεται στο θεωρητικό μοντέλο Elaboration Likelihood Model (ELM), προκειμένου να διερευνηθεί αν η επικοινωνία μέσω των κοινωνικών δικτύων ενεργοποιεί κυρίως την κεντρική ή την περιφερειακή …
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The Buzz Behind Alcohol Advertising: A study of how alcohol advertisements on social media impact behavior
… easily influenced by certain types of alcohol marketing messages (Petty & Cacioppo, 1986). This thesis tested three different alcohol advertising message strategies (i.e., taste, humor, and influencer appeals) to see how each strategy affects consumer attitude and behavior, including the …
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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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When humans anthropomorphize non-humans: The impact of interactivity and human motivation on anthropomorphism and persuasion
… and moderators of anthropomorphism within AI influencers, my dissertation seeks to unravel how these technological and human components synergistically affect anthropomorphism and, consequently, the persuasive effectiveness of AI-powered influencer marketing. My dissertation primarily focuses …
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Η επίδραση των Social Media Influencers στην αγοραστική συμπεριφορά των καταναλωτών
Η παρούσα έρευνα αφορά τη βιβλιογραφία του Marketing και συγκεκριμένα του Influencer 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 …
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IDENTIFYING INFLUENCERS FOR PSYOP
… an audience he or she can influence and a set of influencers from which he or she receives information. U.S. Psychological Operations (PSYOP) personnel focus on influencing foreign target audiences in their audience’s own language but have been slow to adapt to the use of social media as a means …
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Lanzamiento de la marca de maquillaje Sser
… plan de medios, relaciones públicas e influencer marketing. Además de incluir la organización de un evento especial “Era SSER”, diseñado para contextualizar a las personas en el mundo creativo de la marca y presentar su primer producto, un lápiz multiusos.
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Influence of digital marketing on the growth of Small and Medium enterprises: A Case of Tshwane Metropolitan Municipality, South Africa.
Digital marketing refers to marketing conducted on digital channels such as email, social media, websites, and mobile applications. It has become an important strategy for businesses to connect with consumers and expand their markets. The goal of this study was to explore the influence of digital …
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Resale Revolution: Resellers' Evolving Power in the Digital Age
… leverage digital tools such as social media and influencer marketing to shape accessibility and market trends to position themselves as the new fashion gatekeepers. Through examining both economic and social motivators, this study offers insights into how the behaviors of resellers and …
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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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Exploring the Relationships Between Social Media Influencers and Consumer Purchase Intentions in the Chinese Fashion Industry
… 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 growing interest in influencer marketing among researchers and practitioners, the …
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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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The taxation of 'Influencers' in South Africa and in an international context
… tool for both individuals and businesses alike. Influencer marketing, a product of this digital era, has achieved remarkable success. With their dynamic and multifaceted lives, social media Influencers have become an integral part of the digital economy. However, existing international tax rules …
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Social Butterflies: How Social Media Influencers are the New Celebrity Endorsement
… to online 'celebrities' known as a social media influencer (SMI) to distribute information and influence consumers' product perceptions. This specifically has become a common tactic in communication and marketing efforts with the fashion and beauty industry. Ample research is available on the …
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