Influencer Marketing and Consumer Behaviour Dissertation
Different Aspects of Influencer Marketing Strategy
VIDEO
PhD in Marketing
Marketing dissertation help
Role of influencers in the E-commerce industry
What is influencer Marketing
200 MBA Research Dissertation Topics 2024
Top Marketing Dissertation Topics
COMMENTS
PDF The Impact of Influencer Credibility on Purchase Intention in The ...
The current thesis investigates influencer marketing with a sustainability focus. It seeks to answer whether social media influencers are seen as credible by their followers when promoting sustainable products. Thus, the key topics addressed in the thesis are influencer marketing, source credibility, and sustainability. The
PDF The phenomenon and rise of Influencer Marketing and
This dissertation was written as a part of the MSc in e-Business and Digital Marketing at the International Hellenic University. ... The aim of this study is to analyze the phenomenon of influencer marketing, its rise and its effects on consumer behaviour and brand perception. This research was implemented in collaboration with a Greek footwear ...
PDF Exploring the effectiveness of influencer marketing in ...
The master's thesis is titled "Exploring the effectiveness of influencer marketing in expanding brands to new markets". Influencer marketing is a partnership between influential social-media creators and brands with the objective to promote brands' products or services to the audience following the creator.
PDF The impact of influencer marketing on brand loyalty towards luxury
From these concepts, five variables were derived: influencer marketing, brand attitude, brand engagement, self-congruity, and brand loyalty. These variables are chosen due to their affects on each other. Followed by, the thesis unfolds the hypotheses that will be used to answer the research question.
(PDF) Influencer Marketing: An Exploratory Study to Identify
The current study throws light on various aspects of influencer marketing that drive consumer behavior by using the theory of planned behavior (henceforth referred to as TPB) ( Ajzen, 1991 ) and ...
Influencer Marketing: An Exploratory Study to Identify Antecedents of
Influencer marketing has been used more recently and a single academic definition has been lacking (Johansen & Guldvik, 2017), especially in the Indian context.From a meager 1,000 influencers across India at one point of time, Instagram now has over 6 million influencers on its platform; while around 44 million influencers exist worldwide (Economic Times, 24 May 2018).
PDF The effect of influencer marketing on the buying behavior of young
Bachelor Thesis in Business Administration, 15 credits | Atlantis Program Spring 2022 | ISRN-nummer: LIU-IEI-FIL-G--22/02644--SE The effect of influencer marketing on the buying behavior of young consumers A study of how the purchase intention of young consumer is affected by brands within the fashion and beauty industries. Noémie Gelati
Social media influencer marketing: A systematic review, integrative
Over the past few years, the popularity of social media influencers (SMIs) has been growing exponentially, making influencer marketing (IM) prevalent in firm strategies. Despite the mounting interest of researchers and practitioners, the resulting scholarly work remains divergent, partial and fragmented. ...
UiS Brage: Influencer Marketing: The effect on consumers' purchase
The thesis is based on theory concerning influencer marketing, consumer behavior, and persuasion knowledge. To examine the effects of influencer marketing, a quantitative research strategy with an experimental research has been used. The experiment conducted involved manipulation of Instagram advertisements, distributed to our own social media ...
Exploring the dynamics of consumer engagement in social media ...
Influencer advertising has emerged as an integral part of social media marketing. Within this realm, consumer engagement is a critical indicator for gauging the impact of influencer advertisements ...
Investigating the Effectiveness of Influencer Marketing
Abstract. Study 2 of the thesis investigates the effectiveness of influencer marketing on consumer interest and firm performance along the consumer decision journey. More precisely, Study 2 (i) observes the relative effectiveness of influencer marketing compared to firm-generated as well as consumer-generated messages on social media and ...
(PDF) Influencer Impact: Examining the Effect of Influencers on
Influencer marketing includes teaming up with famous and significant are influencers in your specialty to advance your image and increment your income. Influencers described by an enormous number ...
Influencer Marketing: Consumer Perception Of Trust and Purchasing
The data insights on influencer marketing provide valuable guidance to the marketers interested in targeting Millennials or Gen Z consumers by focusing on the right influencers based on the attributes presented that will ultimately lead them to make purchase intentions. Date. 2023-05. Resource Type. Masters Thesis. Creator. Ahir, Megha S. Advisor.
PDF The Impact of Social Media Influencer Marketing on Purchase Intention
3 Submission of Thesis to Norma Smurfit Library, National College of Ireland Student name: Felicia Kalu Student number: X15560587 School: School of Business Course:Marketing The degree to be awarded:MSc.Marketing Title of Thesis: The Impact Of Social Media Influencer Marketing On Purchase Intention From An Irish Male Millennial's Perception: A Case Study Of Irish Fashion
Social Media Influencer Motivation: Exploring What Drives Micro
SOCIAL MEDIA INFLUENCER MOTIVATIONS 4 Acknowledgements I would like to thank my thesis advisor, Ammina Kothari, for her consistent guidance and support, and for inspiring me to pursue a study on social media influencers. I would also like to thank my second advisor, Sorim Chung, for providing her opinion from a marketing perspective
PDF The Impact of Influencer Marketing on Consumer Purchase ...
The results of the present dissertation confirm that the influencer's posts on Instagram about a certain product/service have a significant impact both on consumer's purchase intentions and on their opinion towards a brand. Keywords: Influencer Marketing; Instagram; Purchase Decision; Brand Attitude. JEL Classification System: M31; M37.
PDF Influencer Marketing and its Impact on Consumer Behavior
trustworthy for the consumer, while influencer marketing as a globally rising trend creates trust, since the influencer should represent a reliable, honest and familiar voice (Backaler & Shankman, 2018, 9, 192). Influencer marketing opens new doors for businesses to reach many people of a specific target group (Figure 2), but it can also
PDF Influencer Marketing: Success Factors
master thesis can provide managers and influencers with an understanding of how to communicate and construct their marketing eorts to gain the desired outcome from the target audience. Therefore, with this thesis, I want to adopt a practical approach to influencer marketing, where we look into the success factors required to allow the use of
Social Media Influencer Marketing: a Systematic Literature Review
Social media influencers are considered a type of endorser who influence and shape. up audience attitudes through blogs, tweets, posts, and the use of other social media. platforms such as ...
PDF IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BEHAVIOR
Internet to influence its target market to relay the message to others. An aspect of social media marketing is viral marketing, which can be intentional or non-intentional. Many managers are now adding viral marketing as a way of promoting their brands. 1.2 Study Problem
(PDF) Influencer Marketing
Industry reports have indicated an increase in the use of influencer agencies. The influencer marketing agency Linqia (2019) reported that 86% of brand marketers used influencer marketing in their ...
Digital Commons @ George Fox University
Influencer marketing is one of the most talked-about areas of social media and online marketing. As stated earlier in this chapter, approximately $15 billion was spent on influencer marketing in 2020 (Schomer, 2019). Nevertheless, regardless of all of the buzz that influencer marketing has received, researchers are still studying how much
PDF Microsoft Word
Actually influencer marketing is a gainful relationship between brands and influencers. It is a win-win situation for both parties. Brands use influencers to showcase and market their products to their interest group and the communication of the brand happens through the social media channel of the influencer (Evans et al., 2017). Chae (2018 ...
The Impact Of Influencer Marketing On The Global Economy
Influencer marketing is prevalent in firm strategies, yet little is known about the factors that drive success of online brand engagement at different stages of the consumer purchase funnel ...
IMAGES
VIDEO
COMMENTS
The current thesis investigates influencer marketing with a sustainability focus. It seeks to answer whether social media influencers are seen as credible by their followers when promoting sustainable products. Thus, the key topics addressed in the thesis are influencer marketing, source credibility, and sustainability. The
This dissertation was written as a part of the MSc in e-Business and Digital Marketing at the International Hellenic University. ... The aim of this study is to analyze the phenomenon of influencer marketing, its rise and its effects on consumer behaviour and brand perception. This research was implemented in collaboration with a Greek footwear ...
The master's thesis is titled "Exploring the effectiveness of influencer marketing in expanding brands to new markets". Influencer marketing is a partnership between influential social-media creators and brands with the objective to promote brands' products or services to the audience following the creator.
From these concepts, five variables were derived: influencer marketing, brand attitude, brand engagement, self-congruity, and brand loyalty. These variables are chosen due to their affects on each other. Followed by, the thesis unfolds the hypotheses that will be used to answer the research question.
The current study throws light on various aspects of influencer marketing that drive consumer behavior by using the theory of planned behavior (henceforth referred to as TPB) ( Ajzen, 1991 ) and ...
Influencer marketing has been used more recently and a single academic definition has been lacking (Johansen & Guldvik, 2017), especially in the Indian context.From a meager 1,000 influencers across India at one point of time, Instagram now has over 6 million influencers on its platform; while around 44 million influencers exist worldwide (Economic Times, 24 May 2018).
Bachelor Thesis in Business Administration, 15 credits | Atlantis Program Spring 2022 | ISRN-nummer: LIU-IEI-FIL-G--22/02644--SE The effect of influencer marketing on the buying behavior of young consumers A study of how the purchase intention of young consumer is affected by brands within the fashion and beauty industries. Noémie Gelati
Over the past few years, the popularity of social media influencers (SMIs) has been growing exponentially, making influencer marketing (IM) prevalent in firm strategies. Despite the mounting interest of researchers and practitioners, the resulting scholarly work remains divergent, partial and fragmented. ...
The thesis is based on theory concerning influencer marketing, consumer behavior, and persuasion knowledge. To examine the effects of influencer marketing, a quantitative research strategy with an experimental research has been used. The experiment conducted involved manipulation of Instagram advertisements, distributed to our own social media ...
Influencer advertising has emerged as an integral part of social media marketing. Within this realm, consumer engagement is a critical indicator for gauging the impact of influencer advertisements ...
Abstract. Study 2 of the thesis investigates the effectiveness of influencer marketing on consumer interest and firm performance along the consumer decision journey. More precisely, Study 2 (i) observes the relative effectiveness of influencer marketing compared to firm-generated as well as consumer-generated messages on social media and ...
Influencer marketing includes teaming up with famous and significant are influencers in your specialty to advance your image and increment your income. Influencers described by an enormous number ...
The data insights on influencer marketing provide valuable guidance to the marketers interested in targeting Millennials or Gen Z consumers by focusing on the right influencers based on the attributes presented that will ultimately lead them to make purchase intentions. Date. 2023-05. Resource Type. Masters Thesis. Creator. Ahir, Megha S. Advisor.
3 Submission of Thesis to Norma Smurfit Library, National College of Ireland Student name: Felicia Kalu Student number: X15560587 School: School of Business Course:Marketing The degree to be awarded:MSc.Marketing Title of Thesis: The Impact Of Social Media Influencer Marketing On Purchase Intention From An Irish Male Millennial's Perception: A Case Study Of Irish Fashion
SOCIAL MEDIA INFLUENCER MOTIVATIONS 4 Acknowledgements I would like to thank my thesis advisor, Ammina Kothari, for her consistent guidance and support, and for inspiring me to pursue a study on social media influencers. I would also like to thank my second advisor, Sorim Chung, for providing her opinion from a marketing perspective
The results of the present dissertation confirm that the influencer's posts on Instagram about a certain product/service have a significant impact both on consumer's purchase intentions and on their opinion towards a brand. Keywords: Influencer Marketing; Instagram; Purchase Decision; Brand Attitude. JEL Classification System: M31; M37.
trustworthy for the consumer, while influencer marketing as a globally rising trend creates trust, since the influencer should represent a reliable, honest and familiar voice (Backaler & Shankman, 2018, 9, 192). Influencer marketing opens new doors for businesses to reach many people of a specific target group (Figure 2), but it can also
master thesis can provide managers and influencers with an understanding of how to communicate and construct their marketing eorts to gain the desired outcome from the target audience. Therefore, with this thesis, I want to adopt a practical approach to influencer marketing, where we look into the success factors required to allow the use of
Social media influencers are considered a type of endorser who influence and shape. up audience attitudes through blogs, tweets, posts, and the use of other social media. platforms such as ...
Internet to influence its target market to relay the message to others. An aspect of social media marketing is viral marketing, which can be intentional or non-intentional. Many managers are now adding viral marketing as a way of promoting their brands. 1.2 Study Problem
Industry reports have indicated an increase in the use of influencer agencies. The influencer marketing agency Linqia (2019) reported that 86% of brand marketers used influencer marketing in their ...
Influencer marketing is one of the most talked-about areas of social media and online marketing. As stated earlier in this chapter, approximately $15 billion was spent on influencer marketing in 2020 (Schomer, 2019). Nevertheless, regardless of all of the buzz that influencer marketing has received, researchers are still studying how much
Actually influencer marketing is a gainful relationship between brands and influencers. It is a win-win situation for both parties. Brands use influencers to showcase and market their products to their interest group and the communication of the brand happens through the social media channel of the influencer (Evans et al., 2017). Chae (2018 ...
Influencer marketing is prevalent in firm strategies, yet little is known about the factors that drive success of online brand engagement at different stages of the consumer purchase funnel ...