Academic literature on the topic 'Advertisement, Influencer Marketing, Marketing, Social Media'
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Journal articles on the topic "Advertisement, Influencer Marketing, Marketing, Social Media"
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Gürkaynak, Gönenç, and Ç. Olgu Kama. "Navigating the Uncharted Risks of Covert Advertising in Influencer Marketing." Business Law Review 39, Issue 1 (February 1, 2018): 17–19. http://dx.doi.org/10.54648/bula2018004.
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Nowadays one of the more commonly used types of advertisement is through the use of influencers by brands on social media. There is no doubt about social media’s – and therefore the influencers’ – potential to reach a wide range of global consumers. Accordingly, such reach makes this global, newly-emerging group of tastemakers very valuable to brands. However, there is a catch: when content about a product is generated by influencers e.g. on their Instagram account, how do the consumers know whether the influencer genuinely used and liked that product, or whether there is a commercial relationship between the brand and the influencer, and such relationship is the real reason the influencer is posting about that product?
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Yaacob, Aqilah, Jen Ling Gan, and Shamsuddin Yusuf. "THE ROLE OF ONLINE CONSUMER REVIEW, SOCIAL MEDIA ADVERTISEMENT AND INFLUENCER ENDORSEMENT ON PURCHASE INTENTION OF FASHION APPAREL DURING COVID-19." JOURNAL OF CONTENT COMMUNITY AND COMMUNICATION 14, no. 8 (December 31, 2021): 17–33. http://dx.doi.org/10.31620/jccc.12.21/03.
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Recent marketing research focuses on social media marketing as an essential tool for companies to fully utilise particularly with the increase of online and home-based consumption during pandemic. In particular, the authors hypothesize that online consumer review, social media advertisement and influencers endorsement may affect online purchase intention. The investigation of the hypotheses utilizes a sample of 163 customers who shop for fashion apparel via online platforms during the pandemic. In order to assess the relationships between these variables, the current research used quantitative methods through an online self-administered questionnaire, in which the scale items were derived from existing literature. These results suggest that ‘Online Consumer Review’, ‘Social Media Advertisement’, and ‘Influencer Endorsement’ have a positive and significant correlation with online purchase intention of fashion apparel during pandemic (r = .25; r = .35; r = .48, respectively). The researcher deliberates the implications for marketing research and practice which include addressing the literature gap in understanding online purchase intention of fashion apparel during the pandemic and highlighting the importance of social media marketing for companies to survive in the 21st century of online-based consumption and consumer-oriented social media.
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Berne-Manero, Carmen, and Mercedes Marzo-Navarro. "Exploring How Influencer and Relationship Marketing Serve Corporate Sustainability." Sustainability 12, no. 11 (May 27, 2020): 4392. http://dx.doi.org/10.3390/su12114392.
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Influencer marketing furthers the goals of relationship marketing. Companies use influencers to advertise their products through social networks such as Instagram. This digital advertising is aimed at shifting the company’s goals from customer acquisition to retention and commitment. While several articles provide interesting advances analyzing social media and sustainability goals, research about influencer types and their impact on engagement preserving corporate sustainability is limited. Thus, the objectives of this study are: (1) Select general influencer traits as positive characteristics in promoting a product; (2) analyze them for micro and macro influencer scenarios; (3) explore potential differences in their adequacy determining customer engagement and preserving corporate sustainability. Credibility, pleasantness, and emotions are the criteria analyzed through multivariate analysis applied over two independent samples of followers. Pleasantness and appearance in the macro influencer scenario and perceived integrity in that of the micro influencer appear to conflict with the desired transparency of the message, while transmission of emotions plays an essential role in both scenarios. This is a very important finding. Companies should assess candidate influencers’ emotional projection skills, in addition to evaluating the brand sponsorship costs and defining the target audience for the advertisement, always under the premise of preserving corporate sustainability.
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Al Kurdi, Barween Hikmat, and Muhammad Turki Alshurideh. "Facebook Advertising as a Marketing Tool." International Journal of Online Marketing 11, no. 2 (April 2021): 52–74. http://dx.doi.org/10.4018/ijom.2021040104.
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Social media platforms are widely used these days for the advertising and marketing of products. Facebook is considered one of the main social media platforms used by users these days. Currently, there are limited studies investigating the use of Facebook as an advertising communication platform, especially for the purchase of cosmetic products. This study targeted female consumers to ascertain to what extent Facebook advertising influenced their cosmetic buying behaviour through using a set of factors that were selected, namely, advertisement quality, advertisement design, message strength, advertisement repetitiveness, and message content. Smart PLS was used to assess the study model and to test the study's hypotheses. The study found that the main factors affecting consumer behaviour were advertisement quality and advertisement repetitiveness. The paper discusses the study's findings by presenting a set of implications and making recommendations.
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Mohd Johan, Mohd Remie, Elisya Maliha Yuan Li Mohd Zain, Tomoki Miura, Tee Mcxin, and Nursyamilah Annuar. "Assessing Consumer Consumption Behaviour Through Social Media Marketing: A Survey among Youths in Malaysia." Jurnal Intelek 17, no. 1 (January 30, 2022): 140. http://dx.doi.org/10.24191/ji.v17i1.15918.
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The purpose of this study is to determine the effect of social media marketing on consumer consumption behavior. The focus of this study is to determine whether the frequency of advertisement, social media fashion trends, influencer endorsements, and product brand have an effect on consumption behavior among Malaysian youths. An online questionnaire that measures factors was constructed and disseminated to young Malaysians to acquire the data needed for this study. SEM-PLS is being used to evaluate the data. A conclusion has been drawn and this study also provided some recommendations for future research.
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Thao, Nguyen Thi Phuong, and Nguyen Van Anh. "Behavioral Intention Of Young Consumers Towards The Acceptance Of Social Media Marketing in Emerging Markets." Management 24, no. 2 (December 1, 2020): 69–93. http://dx.doi.org/10.2478/manment-2019-0047.
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Summary The study identifies the factors that influence marketing through social media of users in the Vietnam market, conducted through qualitative and quantitative methods. The research results show that Intention to use social media marketing is directly affected by Attitude towards advertisement and Attitude to electronic words of mouth. Additionally, perceived usefulness, Search Level and Perceived risk are factors that directly affect Attitude towards advertisement. Whereas, material condition and perceived usefulness are factors that affect Attitudes towards electronic words of mouth. This study also provides some implications for marketers through social networks to increase the confidence and effectiveness of marketing campaigns and programs through this channel.
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Lukito, Liem Pamela, and Retno Yustini. "The Mediation Effect of Customer Perceived Value and AttitudeToward Advertisement on Social Media Influencer’s Credibility on Purchase Intention." Journal of Management and Business Environment (JMBE) 1, no. 1 (August 2, 2019): 35–54. http://dx.doi.org/10.24167/jmbe.v1i1.2049.
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Instagram isthe most used social mediathat promotes influencer marketing, which is an effective marketing way by using influencer. SMI can be a fashion blogger, such as Gisella who endorses casual fashion in Instagram. SMI’s credibilityhas a role in purchase intention, making a producer consider SMI's credibility when they decide to work with them. Customer perceived value (CPV) can be partially mediating variable toward SMI's credibility on purchase intention, indicating that there might be other variable that act as mediator. Other researcher found that attitude toward advertisement (Aad) act as mediator of SMI's credibility on purchase intention. Thus the purpose of this research is to examine the mediating effect of CPV and Aad toward the SMI's credibility on purchase intention of casual fashion. The population used was female student of SCU Semarang. Descriptive analysis (score tabulation) and statistic analysis (regression, path analysis)were conducted. The result indicated that CPV and Aad are partially mediating SMI's credibility on purchase intention of casual fashion endorsed by Gisella. It implied that producer should screen SMI based on their credibility since it has a great direct effect on purchase intention. Furthermore, they should consider CPV and Aad since it poses a mediating role
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Et al., Rungtip Thaisom. "Marketing Activity Models Affecting Behaviour of Social Media Detox Groups in the Bangkok Metropolitan." Psychology and Education Journal 58, no. 1 (January 16, 2021): 3859–63. http://dx.doi.org/10.17762/pae.v58i1.1420.
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The purpose of this research is to study patterns of marketing activities that affect behavior of social media detox group which variables consist of demographic characteristics motivation factors, behavioral science factors, cognitive factors, and interest factors. In this research, a descriptive research study was conducted. The sample used in this research was the populations of Bangkok Metropolitan with social media detox behaviors of 400 people. Using the sampling method, which is cluster random sampling. The use of survey tools for data collection was by questionnaires. The research results were found that most of the respondents were female, aged 34-42 years with a bachelor's degree, occupation as a private company employee earning an average monthly income of 10,000-20,000 baht. The reason for a social media detox is to spend free time with family or peers. The reason to choose an alternative social media detox app as a way to find inspiration. An alternative app format for social media detoxes group because it is a motivational application. Internal stimulus that influences the motivation of a social media detox is because of emotional and emotional balance. External stimulus that influences social media motivation to detox is because of the changing technology. How to do a social media detox of a social media detox group is to look for other activities instead of choosing to view products or services on the ads of the social media detox group, choose to view products that search about Food / Drink. Most social media detox group of online advertising perception channels are perceived through social media. Most of the social media detox channels of online advertising perception are through television. Friends are the influencers of social media detox advertisement viewing. Reasons to watch social media detox advertisement as a guide to making decisions before purchasing alternative applications that social media detox groups have as an entertainment application. The survey takers spent the night (7.01 p.m.-11.00 p.m.) using an alternative application of the social media detox group. The usage period of the alternative social media detox application is 30 minutes-1 hours. The frequency of use of alternative social media detox applications is less than 10. Online advertising is affecting the behavior of detox social media group. Various applications offline advertisement is predominantly from the television. The use of sales representatives had the greatest effect on the behavior of social media detox group. Social and environmental responsibility activities have the greatest impact on the behavior of the detox social media group. Direct marketing using internet media can influence the behavior of social media detox groups. The sale/ giveaway will help promote sales, and the choice of entertainment applications will be able to generate the interest of the detox social media group.
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Khan, Firdouse Rahman, Yashar Javad Hatami, Arjun Sasidharan, and Said Abdullah Ali Al-Roshdi. "INVESTIGATIVE STUDY OF PREFERRED SOCIAL MEDIA MARKETING IN SAFEER MALL, SOHAR, OMAN." Humanities & Social Sciences Reviews 5, no. 1 (May 10, 2017): 53. http://dx.doi.org/10.18510/hssr.2017.515.
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PurposeThe objectives of the study are to examine the customer choice of preference among the various marketing strategies (Social Media, MMS/SMS, advertisement through newspapers, magazines, etc.); to investigatethe awareness of social media marketingand, to find out the preferred social media platform and the security concerns of the customers with respect to such platforms.Design/methodology/approachThe sample survey was involving both qualitative and quantitative methods of data collection. 202 samples were collected through a well-defined questionnaire. The sample included 102 customers of the Mall, 50 university students (both of these samples were selected on a convenient sampling basis) and 50 residents from Safeer vicinity (selected on a simple random sampling basis).FindingsThe empirical results reveal that an easy and good means to influence the customers of the mall is through social media marketing. The study also reveals that the customers do not feel secure through social media, as their identities might be stolen or misused. The study confirms that the customers do not perceive social media marketing as an attractive and effective tool as they still prefer the traditional methods.Practical ImplicationsThe study confirms that it is good means to approach the customers of the mall through social media marketing as the customers can easily be influenced which will boost the business in an easier way.Social ImplicationsThe study emphasizes on the mall's participation and posting of more contents to their social media pages, clarifying the customers on the security issues. The malls should use social media marketing along with the traditional marketing method so as to cope up with the preferences of the customers.Originality/valueNo study has investigated the awareness and the preferences of the social media marketing platforms of the malls of Oman, and this study will help the malls to plan on the new marketing avenues and techniques.
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Lesmana, Dionisius, and Gabriella Monique Valentina. "Digital Marketing Rumah Makan Padang Melalui Instagram Berdasarkan Social Construction of Technology." COMMENTATE: Journal of Communication Management 1, no. 1 (July 1, 2021): 17. http://dx.doi.org/10.37535/103002120212.
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Technology innovation leads to digitalization through the internet encourages the emergence of social media as a trend in Indonesia, such as Instagram. Nowadays, Instagram optimized as a digital marketing communication media as a form of social construction of technology. Present culinary business often found on Instagram, different from conventional business such as Padang Restaurant which already known before digital era. But nowadays, the present Padang Restaurant pops up and they already have an Instagram account such as Wira Padang Restaurant. This research aims to see the social construction of technology process from Padang Restaurant's Instagram account as a form of social construction of technology and to see its digital marketing process. This research using a qualitative method with case study approach through depth interview. The result shows that Padang Restaurant's Instagram account as a social construction of technology form goes through negotiation of Instagram's users and business owner to reciprocally share information, Instagram's features and services as a business account are satisfying for the relevance social group and Instagram as a business account entering the closure and stabilization form. The broader context seen in the Instagram user's habit to upload their food on Instagram and it's been a trend for business owner to create an Instagram account to receive digital recognition. Digital marketing activities on Instagram seen in branding aspect, executed through contents, tone feeds, caption/style of language, hashtag. Completeness aspect seen through Campsite. Instagram's functionality is user friendly, interactivity seen through the relation that was built, visual communication seen at color identities for brand recall, Instagram ads and publication by influencer, food blogger as the relevant advertisement, community relations maintained through intense, exclusive approach, connectivity with another media social creates virality.
Dissertations / Theses on the topic "Advertisement, Influencer Marketing, Marketing, Social Media"
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Eriksson, Hanna, Lindqvist Zara Lood, and Alexandra Uhrberg. "Värdet av en influencer : Hur konsumenter påverkas av annonsering i sociala medier med, respektive utan, influencers vid köp av low involvement-produkter." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-69486.
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Författare: Hanna Eriksson, Zara Lood Lindqvist, Alexandra Uhrberg Handledare: Åsa Lindström Examinator: Bertil Hultén Kurs: Examensarbete 30 hp, Civilekonomprogrammet inriktning marknadsföring, Linnéuniversitetet Kalmar, VT 2017, 4FE63E Forskningsfråga: Hur påverkas konsumenter av influencer marketing i jämförelse med annonsering på sociala medier där influencers inte förekommer, vid köpbeslut för low involvement-produkter? Syfte: Denna studies syfte är att analysera och diskutera influencers inverkan på konsumenters köpbeslut för low involvement-produkter. Genom att ta hänsyn till kostnadsbilden för influencer marketing och övrig annonsering på sociala medier samt studera och analysera hur konsumenter uppfattar annonsering i sociala medier för low involvement-produkter med, respektive utan, influencers ämnar studiens författare att generera indikationer kring värdet av en influencer i den unika kontexten. Utöver att generera kunskap på ett nytt och snabbföränderligt teoretiskt område syftar studien till att bidra med praktiska implikationer gällande hur företag som säljer low involvement-produkter samt byråer, vilka har dessa företag som uppdragsgivare, kan förhålla sig till influencers på sociala medier i sin marknadsföringsstrategi. Metod: Detta examensarbete har en induktiv ansats, ett explorativt syfte och en kvalitativ forskningsmetod har använts. Datainsamlingen har skett genom fokusgrupper och ett kvasiexperiment med konsumenter samt semistrukturerade intervjuer med branschrepresentanter. Resultat och slutsatser: Influencer marketing väcker uppmärksamhet i större utsträckning än annan annonsering på sociala medier. Det är dock möjligt att väcka uppmärksamhet genom social medie-annonsering utan influencers för low involvement-produkter. Det är mer troligt att konsumenter påverkas av social medie-annonsering utan influencers då det rör sig om starka varumärken. Vid influencer marketing spelar varumärket inte lika stor roll. Influencer marketing och övrig annonsering i sociala medier kan upplevas som trovärdigt, av olika anledningar. Teoretiskt bidrag och praktiska implikationer: Konsumenter bortser i vissa fall från influencer marketing för low involvement-produkter då de inte är i behov av expert-utlåtanden för den här typen av produkter. De kan dock agera på influencers rekommendationer av low involvement-produkter för att minska den kognitiva ansträngningen. Konsumenter tenderar att uppfatta annonsering i sociala medier utan influencers som positiv då low involvement-produkten framställs tydligt och på ett tilltalande sätt. Både för- och nackdelar med influencer marketing respektive annonsering i sociala medier för low involvement-produkter har identifierats. Influencer marketing kan vara fördelaktigt för mindre etablerade varumärken medan annonsering i sociala medier kan fungera bra för starka varumärken. Strategier för implementering av influencer marketing respektive annonsering i sociala medier för low involvement-produkter återfinns under avsnitt 7.3.1 samt 7.3.2.Authors: Hanna Eriksson, Zara Lood Lindqvist, Alexandra Uhrberg Mentor: Åsa Lindström Examiner: Bertil Hultén Course: Master Thesis 30 credits, Master of Business and Economics, Marketing, Linnaeus University, Kalmar, Spring 2017, 4FE63E Research question: How are consumers affected by influencer marketing compared to advertisement in social media where influencers are not present, when buying low involvement products? Purpose: The purpose of this study is to analyze and discuss influencers impact on consumers buying decisions for low involvement products. By taking the cost of influencer marketing and residual advertisement in social media into consideration and analyze how consumers perceive advertisement in social media for low involvement products, with and without influencers, the authors of this study aim to generate indicators of the value of an influencer in the unique context. In addition to generate knowledge in a new and fast changing theoretical area this study aims to contribute with practical implications for companies that sell low involvement products and marketing agencies, that advertise this type of products, to determine if they prefer to integrate influencers in social media in their marketing strategies or not. Method: This thesis has an inductive approach, an explorative purpose and a qualitative research have been conducted. Data has been collected through focus groups and a quasi experiment with consumers as well as semi-structured interviews with representatives of the sector. Results and conclusions: Influencer marketing attracts attention to a higher extent than advertisement in social media. It is possible though, to attract attention through social media advertisement for low involvement products. It is more likely that consumers are affected by social media advertisement for strong brands. When implementing influencer marketing, the brand is not that vital. Advertisement in social media and influencer marketing can attain credibility for different reasons. Theoretical contributions and practical implications: Consumers disregard influencer marketing for low involvement products to some extent, since they are not in need of expert opinions when buying low involvement products. They can though act on influencers recommendations for this type of products to minimize the cognitive effort. Consumers perceive advertisement in social media for low involvement products in a positive way when products appears clear and in an appealing way. Advantages as well as disadvantages in using influencer marketing and advertisement in social media for low involvement products have been identified. Influencer marketing can be useful for less established brands while advertisement in social media can work well for strong brands. Strategies regarding influencer marketing and advertisement in social media for low involement products are to be find under chapter 7.3.1 and 7.3.2.
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Zietek, Nathalie. "Influencer Marketing : the characteristics and components of fashion influencer marketing." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-10721.
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The ad blocking hype has brought new challenges for fashion brands to be seen and heard. Therefore new marketing strategies have to be found. Since the usage of mobile devises increased and consumers spend more time on online social networks - influencer marketing had been found as a authentic marketing channel to reach the consumers. Therefore this thesis aims on providing fashion brands a guideline of the components and characteristics of influencer marketing. To accomplish this research objective the qualitative method approach of expert interviews had been chosen and four experts from the fashion influencer marketing were questioned about their daily work with influencers to elaborate their needs and the challenges they are facing. The interviews lead to four core components of influencer marketing: authenticity, long-term relations, co-creation and micro-influencers. Underneath these core components the following sub-components were found: brand fit, exclusivity, visual language, passion, trust, price, creative freedom, and frequent communication. The main conclusion of this study is that working with micro influencers is key a component of influencer marketing. These influencers tend to have high authenticity, are experts in a certain niche and are not motivated by monetary reasons.
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Kúdelková, Andrea. "Testimonial a influencer marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359147.
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The topic of the diploma thesis is testimonial and influencer marketing. The aim of this work is to find out whether influencer increases the likelihood of purchasing a healthy nutritional product for Slovak women aged 20-40 years, and also whether Peter Sagana as a testimonial enhances brand credibility. The theoretical part deals with general communication and presentation of testimonial and marketing influence, their categories and examples. The practical part of the thesis is set into the environment of healthy nutrition. It shows an example of a marketing communication for a company that uses this specific type of marketing. Futhermore, own qualitative and quantitative research is included.
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Andersson, Sara, Amanda Ledberg, and Louise Degerlo. "Influencer marketing : strategiska val ur ett företagsperspektiv." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-23809.
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Influencer marketing är en av de snabbast växande delarna i reklambranschen, och med hjälp av influencer marketing har varumärkena möjlighet att skapa en nära relation med sina konsumenter på Instagram. Idag använder många företag sig av influencers med ett stort antal följare för att marknadsföringen skall vara så effektiv som möjlig. För att bli en framgångsrik influencer krävs det att influencern har en bra fingertoppskänsla mellan vad som är intressant, relevant samt vad följarna vill se i deras Instagramflöden. Eftersom det i nuläget inte finns mycket forskning angående företags strategier om hur de använder sig av influencers i sin marknadsföring. Det finns ett gap i forskningen eftersom att detta är ett relativt nytt sätt för företag att marknadsföra sina produkter på. Det har gjorts lite forskning angående influencer marketing strategier ur ett företagsperspektiv. Detta gjordes genom observationer på utvalda modeföretags Instagramkonton samt på de olika influencernas Instagramkonton som respektive modeföretag samarbetar med i sin influencer marketing. Utöver detta genomfördes kvalitativa, strukturerade intervjuer med respondenter från svenska modeföretag angående företagens influencer marketing strategier på respektive Instagramkonton. Studiens slutsatser visar på att modeföretagen tar någon form av strategiska val i sin influencer marketing när de väljer ut vilka influencers de vill samarbeta med på Instagram. De strategiska valen modeföretagen fattar i sin influencer marketing på Instagram är bland annat hur väl influencern passar företagens målgrupper och kampanjer. Influencer valet grundar sig ofta i influencernas storlek, deras sätt att bygga relationer med sina följare samt sättet de kommunicerar på med sina följare. De strategiska val företagen tar vid val av influencers i sin influencer marketing liknar ofta varandra, men beroende på vilket marknad de riktar sig mot är det större variation på vilka influencers de samarbetar med på Instagram.Influencer marketing is one of the fastest growing parts of the advertising industry, and with the help of influencer marketing, brands have the opportunity to establish a close relationship with their consumers on Instagram. Today many companies use influencers with a large number of followers to make marketing as effective as possible. To become a successful influencer, it requires the influencer to have a good understanding between what's interesting, relevant and what followers want to see in their Instagram feeds. As there is currently not much research on corporate strategies on how they use influencers in their marketing. There is a gap in research because this is a relatively new way for companies to market their products. There has been little research on influencer marketing strategies from a business perspective. This has been done with observations on selected fashion companies Instagram accounts as well as observations on the various influencers Instagramaccounts with which the respective fashion companies collaborate in their influencer marketing. In addition to this, qualitative, structured interviews were conducted with respondents from Swedish fashion companies regarding the companies' influencer marketing strategies on their respective Instagramaccounts. The study's findings show that fashion companies make some form of strategic choice in their influencer marketing when choosing which influencers they want to collaborate with on Instagram. The strategic choices fashion companies make in their influencer marketing on Instagram include how well the influencer suits the companies' target groups and campaigns. The influencer choice is often based on the size of the influencers, their way of building relationships with their followers and the way they communicate with their followers. The strategic choices companies make when choosing influencers in their influencer marketing are of-ten similar, but depending on which market they targeting, there is greater variation in which influencers they collaborate with on Instagram.
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Hellerstedt, Julia, and Emina Mujkanovic. "Influencer Marketing: När gränsen mellan rekommendation och reklam suddas ut : En studie om hur Influencer Marketing påverkar konsumenters köpprocess." Thesis, Linköpings universitet, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-150910.
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Bakgrund Konsumenters förtroende för traditionella marknadskommunikationer sjunker. Företag försöker därför hitta nya sätt att nå fram till konsumenter. En marknadskommunikation som vuxit fram till följd av detta är Influencer Marketing, vilken innebär att inflytelserika individer influerar människor på sociala medier. Influencer Marketing är dock fortfarande en gråzon och studier inom området är begränsade. Syfte: Studiens syfte är att, genom att undersöka konsumenter, erhålla en djupare förståelse för hur deras köpprocess påverkas av Influencer Marketing genom att identifiera och förstå faktorer som påverkar deras inställningar och handlingar som ett resultat av Influencer Marketing. Genomförande: Studien har utförts genom en trianguleringsmetod, vilken innebar en datainsamling genom en kvantitativ enkät och tio kvalitativa intervjuer. För att kunna kartlägga och analysera konsumenters köpbeteende i relation till Influencer Marketing, ställdes frågor kopplade till syftet. Slutsats: Studien fastställer att främst personliga faktorer, psykologiska faktorer och sociala faktorer påverkar konsumenters uppfattning av influencers och följaktligen Influencer Marketing. Studien visar att konsumenter med en positiv uppfattning av influencers, i stor utsträckning värderar och tillgodogör innehåll via Influencer Marketing, vilket i sin tur leder till att deras köpprocess förkortas. Vidare visar studien att motsatsen gäller för konsumenter med en negativ uppfattning av influencers. Studien fastställer även att köpprocessen är en iterativ process istället för en statisk ordning.Background: The consumers trust in traditional marketing communications is decreasing. Therefore, companies try to find new ways to reach the consumers. A marketing communication that has blossomed as a result of this is Influencer Marketing, which means that influential individual influence people on social media. However, Influencer Marketing is still a gray zone and research within the field is limited. Purpose: The purpose of the study is to, by researching the consumers, gain a deeper understanding for how their buying process is affected by Influencer Marketing by identifying and understanding the factors that affect their attitudes and behaviors as a result of the marketing communication. Completion: The study has been conducted by a triangulation method, which has involved data collecting through a quantitative survey and ten qualitative interviews. In order to map and analyze the consumers buying behavior in relation to Influencer Marketing, questions were asked in regard to the purpose of the study. Conclusion: The study displays that mainly the personal factors, psychological factors and social factors affect the consumers’ perception of influencers and hence of Influencer Marketing. The study shows that the consumers with a positive perception of influencers, value and appropriate content via Influencer Marketing to a larger extent, which in return shortens their buying process. Furthermore, the study shows that the case is the opposite for the consumers with a negative perception of influencers. The study also displays that the buying process is an iterative process instead of a static order.
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Andreasson, Jennifer, and Louise Hildebrand. "#SponsoredPost : En kvalitativ studie av hur samarbeten mellan Influencers och företag konstrueras på Instagram." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35058.
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Under år 2016 har marknadsföringsstrategin influencer marketing, att låta inflytelserika personer dela budskap om varumärken online i form av sponsrade innehåll, ökat i popularitet. Den här uppsatsen ämnar öka förståelsen kring hur Influencers konstruerar inlägg som är sponsrade av företag på medieplattformen Instagram i Sverige idag. Vår ambition är att bidra med kunskap inom området marknadskommunikation, som företag i sin tur kommer kunna använda sig av i framtida samarbeten. I den här studien använder vi oss av en kvalitativ innehållsanalys för att undersöka sponsrade inlägg från åtta olika Influencers inom fyra intresseområden: mode, hälsa, skönhet och livsstil. Ett strategiskt urval används i valet av Influencers och Instagraminlägg. Varje inlägg analyseras med hjälp av ett analysschema som grundar sig i teori och tidigare forskning. Analysschemat innefattar fyra olika teman: visuell kommunikation, skriftlig kommunikation, lagar och riktlinjer samt branding. Samtliga teman avser att besvara studiens övergripande syfte och frågeställningar. Det teoretiska ramverket är definierat utifrån branding, influencer marketing, user- and producer generated content och visuell kommunikation. Utifrån studiens resultat kan vi utläsa att samarbeten mellan Influencers och företag på Instagram varierar i sin utformning, speciellt med hänsyn till Influencerns intresseområde. Influencers inlägg inom områdena mode och hälsa tenderar att vara proffsiga och genomarbetade, vilket visar upp en idealiserad bild av verkligheten. Influencers inom området livsstil fokuserar istället på verklighetstrogna bilder som skapar ett intimt förhållande mellan dem och dess följare. Utifrån studien går det även att konstatera att det förekommer brister i hur influencer marketing används, exempelvis direkta uppmaningar till köp och att företag har en alltför stor inblandning i utformandet av inläggen. Studien påvisar att nyckeln till att bedriva framgångsrik influencer marketing är att vara transparent med samarbetet och låta en Influencer, vars intresse och ton stämmer överens med varumärket, förmedla ett genuint och personligt budskap om det.During 2016 the marketing strategy influencer marketing, to let influential people share branding messages online in the shape of sponsored content, gained in popularity. This thesis intends to increase the understanding regarding how collaborations between Influencers and companies are constructed on the media platform Instagram. The study aims to examine how Influencers construct their sponsored posts and through that process give an insight into how Influencer marketing is used in Sweden today. Our ambition is to contribute with knowledge within the field marketing communication which companies will be able to use in future collaborations. In this qualitative content analysis we are examining sponsored posts from eight different Influencers within four areas of interest: fashion, health, beauty and lifestyle. A strategic selection is used when choosing the Influencers and the Instagram posts. Each post is analysed by the means of an analytic scheme, which is based on theory and previous research within the field. The analytic scheme contains four different themes: visual communication, written communication, laws and branding. All of the themes are designed with the purpose of answering the formulated questions of the study and its overall object. The theoretical framework is based on branding, influencer marketing, user- and producer generated content as well as visual communication. The results of the study shows that the way companies and Influencers design their collaborations on Instagram vary, especially in regards to the different areas of interest. The collaborations with Influencers within the areas fashion and health tend to have a professional style that shows of an idealized view on reality. Influencers within the area lifestyle instead choose to focus on true to life images that create intimacy between them and their followers. Based on the study a few deficiency problems that exist in the way influencer marketing is being used today have been establish, for example call to purchase and that companies get to involved in the construction of the posts. The study shows that the key to successful influencer marketing is to be transparent with the collaboration and to let an Influencer, whose interest and tone of voice match up with the brand, convey a genuine and personalized message regarding it.
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Sachpekidou, Melina, and Moa Bertilsson. "Influencer marketing i klädbranschen : En kvantitativ studie om hur generation Z:s attityder till mode och kläder påverkas av influencer marketing." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-105783.
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Syftet med den här studien är att skapa en förståelse kring hur kvinnor inom generation Z:s attityder till mode och kläder påverkas av influencer marketing som marknadsföringsstrategi. Det grundar sig i att det har identifierats ett antal kunskapsgap som att det saknas forskning på generation Z som konsumenter och även inom fenomenet influencer marketing. Dessutom på förändrade digitala konsumentbeteenden i och med pandemin Covid-19. Vidare har en framtidsanalys presenterats för att försöka täcka upp för de kunskapsgap som identifierats. Resultaten från studien visar att kvinnorna inom generation Z:s attityder till mode och kläder i högsta grad påverkas av influencer marketing. Då de dagligen använder sig av sociala medier och det faktum att det har kommit att bli en normalitet inom generationen att söka efter inspiration till mode och kläder via influencers på sociala medier. Attityder gentemot företag och influencers inom klädbranschen och således mot mode samt kläder påverkas också av faktorer som en influencers tillit och expertis. Det vill säga, generationen följer influencers de anser som pålitliga och de med tillräckligt hög genomslagskraft ses då även som pålitliga även i andra områden. Vilket innebär att företag som samarbetar med “rätt” influencers hamnar inom konsumenternas radar och i och med det kan påverka attityderna åt sin fördel.
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Arvidsson, Rasmus, and Anton Arvidsson. "Effekter av influencer marketing : ur ett företagsperspektiv." Thesis, Högskolan Dalarna, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:du-34383.
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Developments in the digital world have created a significant increase in the use of social media platforms. Being connected to social media is a part of most individuals lives. This is allowing companies to use social media platforms for their marketing purposes. One very common thing is to use influencers as a marketing tool to reach out to a wider audience of customers. This strategy is called influencer marketing. The questions answered in this study shows how companies can work to achieve their goals by using influencer marketing. The study has been based on a qualitative method to be able to analyze patterns, connections, and similarities between obtained empirics and theory. Empirics has been collected through written conversations and consists of three respondents, all with different experiences of influencer marketing. Above all, the results show that transparent and active work is essential to have positive effects on influencer marketing. It is also evident that some marketing literature does not match the collected empirics. Based on this, the study contributes to an enlarged understanding of the importance of the company's working method in influencer marketing while explaining how a company can work to accomplish positive effects of influencer marketing.Utvecklingen inom den digitala världen har genererat en kraftig ökning gällande användandet av digitala plattformar. Att vara uppkopplad på sociala medier tillhör flera individers vardag. Detta har lett till möjligheter för företag att använda sociala medier i ett marknadsföringssyfte. En trend hos företag är att använda sig utav influencers som marknadsföringsverktyg genom att låta dessa kommunicera ut företagets budskap till kunderna. Detta kallas influencer marketing. Frågeställningarna som besvaras i studien är hur företag kan arbeta för att uppnå positiva effekter av influencer marketing samt vilka arbetssätt som är mindre effektiv vid influencer marketing. Studien har utgått ifrån en kvalitativ ansats för att ha möjlighet till att analysera mönster, samband och likheter mellan insamlad empiri och teori. Empiri har samlats in genom skriftliga konversationer med tre respondenter med olika erfarenheter av influencer marketing. Resultatet visar framförallt att ett tydligt och aktivt arbete är avgörande för att få positiva effekter vid influencer marketing. Det framgår också att en del marknadsföringslitteratur inte stämmer överens med insamlad empiri. Utifrån detta bidrar studien med en ökad förståelse för betydelsen av företagets arbetssätt vid influencer marketing samtidigt som det förklarar hur ett företag kan arbeta för att uppnå positiva effekter av influencer marketing.
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Skoglund, Olivia, and Stålsjö Ida Sandell. "Influencer Marketing : Balans mellan inflytande och förtroende." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12746.
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Social media has grown to an integral part of our everyday lives and companies are focusing heavily on finding new, efficient ways to reach their target market. One strategy that has received much attention is influencer marketing – where focus has shifted from an entire audience of potential customers to influential people that have a strong impact on their followers. After reviewing previous research we identified a gap in consumers trust in influencer marketing from a corporate perspective. Our study aims to examine follower’s attitudes to influencer marketing and propose how companies can find a balance of trust and influence when working with social media marketing, while the attitude to influencer marketing is becoming increasingly sceptical. To get a wide and fair perspective, a triangular model has been used. In addition to secondary data from previous research, we have completed an online survey on consumer’s opinions and experiences with influencer marketing, two interviews with key people at Swedish fashion companies and one interview with a researcher on consumer reactions. The recurring term throughout the study is trust, proved to be crucial for consumer attitudes to influencer marketing. For companies not to risk the trust of their potential customers, the influencer’s following must match the audience the company wishes to reach, the brands must be compatible for the message to reach out and value-building relationships must be created.This thesis is written in Swedish.Sociala medier har vuxit till en integrerad del av vår vardag och företag fokuserar hårt på att hitta nya, effektiva sätt att nå sina målmarknader. En strategi som har fått stor uppmärksamhet är influencer marketing - där fokus har skiftat från en hel publik av potentiella kunder till inflytelserika personer som har en stark inverkan på deras följare. Efter att ha granskat tidigare forskning identifierade vi ett gap i konsumentförtroende för influencer marketing ur ett företagsperspektiv. Vår studie syftar till att undersöka följares attityder till influencer marketing för att analysera hur företag kan hitta en balans mellan förtroende och inflytande när man arbetar med marknadsföring på sociala medier, samtidigt som inställningen till influencer marketing blir alltmer skeptisk. För att få ett brett och rättvist perspektiv har en triangulär forskningsmodell använts. Förutom sekundärdata från tidigare forskning har vi genomfört en enkätundersökning online om konsumentens åsikter och erfarenheter av influencer marketing, två intervjuer med nyckelpersoner på svenska modeföretag och en intervju med en forskare med fokus på konsumentreaktioner påmarknadsföring via sociala medier. Det återkommande begreppet under hela studien är förtroende, som visar sig vara avgörande för konsumenters attityder till influencer marketing. För företag ska undvika att riskera potentiella kunders förtroende, måste influencerns publik matcha företagets önskade målgrupp, varumärkena måste vara kompatibla för att meddelandet ska nå ut och slutligen måste värdeskapande relationeretableras mellan alla parter.
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Burke, Kayleigh Elizabeth. "Social Butterflies: How Social Media Influencers are the New Celebrity Endorsement." Thesis, Virginia Tech, 2017. http://hdl.handle.net/10919/78221.
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The rapid growth of visual microblogging platforms, such as Instagram, has created new opportunities for brands to communicate with stakeholders. As these platforms evolve, brands 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 specifically has become a common tactic in communication and marketing efforts with the fashion and beauty industry. Ample research is available on the effects of celebrity endorsements but currently there is a gap in research pertaining to the consumer's perspective towards SMIs and SMIs effects on consumers. The online experiment completed in this thesis addressed how promotion of a product by a SMI affects perceptions of consumers on Instagram by measuring social comparison and self-congruity. This is accomplished by comparing participant's product perception to promotional posts on Instagram by a SMI, brand, and unbranded retail source. A three-condition experiment (SMI, Brand, Control) compared effects of product perception, social comparison, and self-congruity. A questionnaire consisting of 48 questions pertaining to SMI, self-congruity, social comparison, and product perception was completed by 151 participants. Significant relationships were found between the source of the promotional post (SMI, Brand, Control) and product perception. There was also a correlation between self-congruity and social comparison towards the SMI as well as product perception. Results suggest that the post source influences product perception. Results also indicate consumers' perception of the SMI effects product perception. These results provide practical implications for communication practioners who utilize social media. The rapid growth of visual microblogging platforms such as Instagram, is creating new opportunities for organizations to communicate with stakeholders. Brands have used social media platforms in order to gain visibility in the college age audience. Currently there is a gap in research pertaining to SMI and their effects on consumers. This online experiment will address how promotion of a product by an SMI affects perceptions of consumers on Instagram through social comparison and self-congruity theory by comparing responses to a product promoted by an SMI to the same product promoted by the promoted by the brand and to an unbranded retail source. A questionnaire consisting 34 of questions pertaining to SMI, self-congruity, and social comparison will be asked to 180-240 participants. The participants will be randomly assigned one of nine Instagram posts to accomplish stimulus sampling across the three conditions: three from SMI, three from brands, and three from an unbranded retail sourceMaster of Arts
Books on the topic "Advertisement, Influencer Marketing, Marketing, Social Media"
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Fries, Peter J. Influencer-Marketing: Informationspflichten bei Werbung durch Meinungsführer in Social Media. Springer, 2019.
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Influencer: Building Your Personal Brand in the Age of Social Media. Citadel, 2018.
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Hennessy, Brittany. Influencer: Building Your Personal Brand in the Age of Social Media. Blackstone Audio, 2018.
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Lammenett, Erwin. Praxiswissen Online-Marketing: Affiliate-, Influencer-, Content- und E-Mail-Marketing, Google Ads, SEO, Social Media, Online- inklusive Facebook-Werbung. Springer Gabler, 2019.
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Joan, Smith. Instagram Influencer and Advertising: A Social Media Marketing Guide Book, Grow You Personal Brand and Become a Perfect Influencer. Independently Published, 2020.
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MARSHAL, Chris. Social Media Marketing: Become an Expert Influencer Using Facebook, Youtube and Instagram; How to Use Social Media for Business; How to Build Your Personal Brand. Independently Published, 2020.
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Hanes, Michael. Social Media Marketing: A Beginners Guide to Leveraging Facebook, Twitter, Instagram, and YouTube to Become an Influencer and Grow Your Business! Ingram Publishing, 2020.
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Gates, Michael. Instagram Marketing Algorithms 10,000/Month Guide on How to Grow Your Business, Make Money Online, Become an Social Media Influencer, Personal Branding and Advertising. Draft2Digital, 2020.
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Clarke, Christopher, and Adam Preace. Social Media Marketing 2020: Do It Now! Exceed 2019, Become an Able Influencer Using Instagram, Facebook, Twitter, and YouTube with the Ultimate Mastery Workbook for Success Strategies. Independently Published, 2019.
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Ames-Hyatt, Rory. Social Media Marketing Power Mindset: Learn the Online Digital Advertising Strategies That Can Help Grow Your Business, Network, and Influencer Brand on Facebook, Instagram, LinkedIn and Youtube. Independently Published, 2019.
Find full textBook chapters on the topic "Advertisement, Influencer Marketing, Marketing, Social Media"
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Gebel, André. "Influencer Marketing." In Social Media im Tourismusmarketing, 69–93. Wiesbaden: Springer Fachmedien Wiesbaden, 2020. http://dx.doi.org/10.1007/978-3-658-31078-3_6.
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Kreutzer, Ralf T. "Influencer-Marketing." In Social-Media-Marketing kompakt, 33–43. Wiesbaden: Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-33866-4_3.
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Leban, Marina, and Benjamin G. Voyer. "Social media influencers versus traditional influencers." In Influencer Marketing, 26–42. 1 Edition. | New York : Routledge, 2021.: Routledge, 2020. http://dx.doi.org/10.4324/9780429322501-4.
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Sbai, Adil. "TikTok – der neue Stern am Social-Media-Himmel." In Influencer Marketing, 95–126. Wiesbaden: Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-31892-5_5.
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Närvänen, Elina, Tytti Kirvesmies, and Elina Kahri. "Parasocial relationships of Generation Z consumers with social media influencers." In Influencer Marketing, 118–35. 1 Edition. | New York : Routledge, 2021.: Routledge, 2020. http://dx.doi.org/10.4324/9780429322501-10.
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Deges, Frank. "Influencer im Kontext von Social Media." In Quick Guide Influencer Marketing, 13–31. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-22163-8_2.
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Sharma, Rashmi. "Like-influencer framework." In Contemporary Issues in Social Media Marketing, 258–70. 1 Edition. | New York : Routledge, 2017.: Routledge, 2017. http://dx.doi.org/10.4324/9781315563312-19.
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Deges, Frank. "Influencer Marketing als Baustein der Social-Media-Strategie." In Quick Guide Influencer Marketing, 33–41. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-22163-8_3.
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Ganguly, Kaushik Kumar. "Influencer Marketing in Social Media Context." In Interdisciplinary Research in Technology and Management, 416–19. London: CRC Press, 2021. http://dx.doi.org/10.1201/9781003202240-65.
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Mogaji, Emmanuel, Sunday Olaleye, and Dandison Ukpabi. "Using AI to Personalise Emotionally Appealing Advertisement." In Digital and Social Media Marketing, 137–50. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-24374-6_10.
Full textConference papers on the topic "Advertisement, Influencer Marketing, Marketing, Social Media"
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Golubkova, Ekaterina. "The Potential for the Transformation of Public Space in Yekaterinburg via Non-Standard Advertising Media." In The Public/Private in Modern Civilization, the 22nd Russian Scientific-Practical Conference (with international participation) (Yekaterinburg, April 16-17, 2020). Liberal Arts University – University for Humanities, Yekaterinburg, 2020. http://dx.doi.org/10.35853/ufh-public/private-2020-53.
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In the article, the author considers the influence of new advertising media on the establishment of public space and the transformation of the urban environment of Yekaterinburg. Though popular in Europe, the sociocultural phenomenon Ambient media remains insufficiently studied in contemporary Russia. Ambient advertising has the ability to change the usual urban space in a special way, overcoming environmental alienation and modelling the environment into a comfortable and safe one, therefore developing the public life of the city, making it attractive and creating ‘places of attraction’ for city dwellers. The author carried out an in-depth interview with representatives from the advertising community in Yekaterinburg (N = 22) to research into expert views on unconventional media, and to study expert appraisal of how the new form of advertising communication, Ambient media, impacts the urban environment of Yekaterinburg. The interviewed experts were specialists in advertising and marketing. Main occupation: advertising project management, creative strategies, outdoor ads, event-marketing, PR with a status of an advertising agency or department in the city of Yekaterinburg. Gender profile: 50% males, and 50% females; all aged between 27 and 50. Our study has revealed that advertisement experts regard Ambient media to be a very promising tool in terms of their professional practice, including in regards to the transformation of ambient urban space. Respondents note a correlation between the propagation of Ambient- objects in the city and public space formation. Non-standard media can fill the city with new meanings of freedom and creativity, helping to overcome feelings of alienation and creating new comfortable and safe spaces that people recognise as ‘their own’. Ambient-objects are moreover a source of pride for various social groups of citizens, as they contribute to the formation of a new image of Yekaterinburg: a unique, modern art centre, a city of freedom and creativity.
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Al-Zoubi, Munif Mohammed. "The growth of influencer marketing." In The European Union’s Contention in the Reshaping Global Economy. Szeged: Szegedi Tudományegyetem Gazdaságtudományi Kar, 2022. http://dx.doi.org/10.14232/eucrge.2022.21.
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Social media has changed our day to day life in so many aspects, and especially with COVID19 forcing people to stay at home, the use of the internet and platforms has increased dramatically. We now use social media for communication, learning, entertainment, and even for work purposes. There has been a significant increase in the number of people on all social media platforms, and this increase in the number of users viewing all sorts of content gave rise to influencers or “leaders of opinion”, i.e. experts in certain fields with many followers viewing their content. Influencers in many cases have the ability to affect the decision-making process of their followers, which caused many organizations to turn to them, giving them partnerships and sponsorships in exchange for influencers marketing their products/services. In this study, a comparison is attempted between the two biggest influencer marketing platforms, Tiktok and Instagram, and an attempt is made to give businesses who are thinking of using influencer marketing a better understanding of this phenomenon. The paper also aims to help businesses that already have an influencer marketing strategy in place realize if their current platform is most suitable to their business. This study uses qualitative research, as the data has been gathered through the multiple interviews with different types of businesses, influencers and social media experts.
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Cevher, Muhammed Fatih, and Erdoğan Taşkın. "Social Media Consumer Perceptions in the Context of Demographic Features." In International Conference on Eurasian Economies. Eurasian Economists Association, 2020. http://dx.doi.org/10.36880/c12.02353.
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Consumer behavior, which is one of the focus issues of marketing, continues to be examined from different perspectives after changing technological developments. As marketing activities have been realized through social media platforms in recent years, it has also made it possible to examine the social media platforms and consumers as users. Influencer Marketing is an increasingly popular method of influencing consumers in social media with the help of influencers. It is important for businesses to send their messages about their brand or products to consumers and affect them. Consumers' evaluation of these messages is realized through their perceptions. The analysis of consumer perceptions in terms of demographic features in social media is also the focus of this study.
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Fernando, Erick, Ridho Bramulya Ikhsan, Surjandy Surjandy, A. Raharto Condrobimo, Meyliana Meyliana, Atikah Nur Amalina, Muhammad Nabil Darmawan, and Tasya Hira Melinda Syahbani. "Marketing Influencer: How to Measure Purchase Intention Using Social Media - Study of Confirmatory Factor Analysis." In 2021 International Conference on Information Management and Technology (ICIMTech). IEEE, 2021. http://dx.doi.org/10.1109/icimtech53080.2021.9534912.
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Fernando, Erick, Tasya Hira Melinda Syahbani, Muhammad Nabil Darmawan, Atikah Nur Amalina, Meiryani, and Ridho Bramulya Ikhsan. "Influencer Marketing Social Media influences Brand Awareness and Customer Trust to Increase Purchase Intention (Conceptual Framework Development)." In 2021 8th International Conference on Information Technology, Computer and Electrical Engineering (ICITACEE). IEEE, 2021. http://dx.doi.org/10.1109/icitacee53184.2021.9617517.
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Astuti, Windy Dwi, and Renny Risqiani. "Impact of Social Media Influencer Marketing on the Intention to Buy Online Through Attitude on Advertising and Brands." In International Conference on Management, Accounting, and Economy (ICMAE 2020). Paris, France: Atlantis Press, 2020. http://dx.doi.org/10.2991/aebmr.k.200915.051.
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