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Dissertations / Theses on the topic 'Communication and influencers'

Author: Grafiati

Published: 10 September 2021

Last updated: 29 July 2025

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1

Persson, Hallström Josefin. ""Influencers: Framtidens marknadsföringsverktyg" : En kvantitativ undersökning om fenomenet Influencer Marketing." Thesis, Högskolan i Gävle, Media- och kommunikationsvetenskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-30098.

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Syftet till den här uppsatsen är att undersöka hur konsumenters allmänna inställning till influencer marketing ser ut och om Instagram-användare köper produkter som rekommenderas av influencers. Studien har gjorts genom en kvantitativ anonym enkätundersökning på internet. Studien är gjord utifrån Elihu Katz och Paul Lazarsfelds studie om tvåstegshypotesen, samt kommunikationsformen word-of-mouth. Jag har även valt att göra min studie utifrån forskning om traditionell reklam. Resultatet av den här studien visar att konsumenter generellt har en neutral inställning till influenc

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Bensch, Ella, and Daniel Arnkvist. "Influencers på Instagram, marknadsförare eller normbrytare? : En kvalitativ studie om stereotyper på influencers Instagramkonton." Thesis, Umeå universitet, Institutionen för kultur- och medievetenskaper, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-182127.

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The purpose of this study was to investigate whether traditional advertising strategies exist on social media posts made by Swedish fashion influencers. Furthermore the aim was also to identify any differences and similarities between influencers on Instagram. To do so twelve Instagram posts from six influencers were analyzed with a semiotic qualitative content analysis. When analyzing, several semiotic tools were also applied, including; Roland Barthes denotation, connotation and myths, and Charles Sanders Pierce three category system. To improve the studies reliability several theoretical fr

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3

Boélius, Markus, and Chotima Persson. "Social media Influencers In whom we trust? Kritisk tänkande inom influencer marketing hos generationen Z." Thesis, Blekinge Tekniska Högskola, Institutionen för teknik och estetik, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-18726.

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Olsson, Evelina. "Ytliga låtsasvänner och reklampelare i ett : En kvalitativ studie om följares uppfattning om influencers och deras samarbeten." Thesis, Högskolan i Gävle, Avdelningen för humaniora, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-33354.

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Syftet med denna studie är att studera vilken relation följare har till influencers, utifrån följarens perspektiv. Studien ämnar även undersöka hur deras publicering av betalda samarbeten på sociala medier bemöts av följarna. För att besvara studiens frågeställningar har jag använt mig av en kvalitativ undersökningsmetod, genom att utföra sex individuella intervjuer med kvinnor i åldrarna 22–27 år.Studien använder teorier såsom Tvåstegshypotesen, Multistegshypotesen, kommunikationsformen Word Of Mouth samt Parasocial Interaction Theory. Jag har också använt mig av tidigare forskning som belyse

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Fredriksson, Anna, and Amanda Sundquist. "Influencers and followers - partners in crime? : A study of influencers’ usage of a marketing communication strategy to build a relationship with their followers." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-39693.

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Influencer marketing is today a well-known marketing strategy used by many companies and the phenomenon is growing day by day. This is mostly a strategy with the spotlight on how the company can reach their consumers through famous people on social medias, not with focus on what relationship is created between all the parties. This study has the purpose to create a better understanding of how influencers use a marketing communication strategy to build a relationship with their target groups. To delimitate the research the focus will be on Instagram as a platform for influencers to work on. To

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Raafat, Aia. "Framing and Communicating Expertise on Social Media: A Qualitative Case Study on Health Influencers on YouTube." Thesis, Université d'Ottawa / University of Ottawa, 2018. http://hdl.handle.net/10393/38123.

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Online communication channels provide people with a vast amount of information from different sources. Health influencers on social media are one of the sources that people use to gain health information and support regarding health-related issues; they are people with different backgrounds and expertise that social media users follow and perceive to be experts in that field. This qualitative case study employs content analysis to analyze videos of three health influencers and explore the kind of expertise that each case communicates to their followers. Videos are analyzed based on an analyti

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Nazem, Ghanai Ramona, Malin Forss, and Gabriella Sundkvist. "Let's Make Better Mistakes Tomorrow : Brand Management and Crisis Communication for Social Media Influencers." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48973.

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Berg, Karoline, and Mikaela Möller. "Sponsringsfenomenet på Instagram : En kvalitativ studie som undersöker hur företag inom hälso- och kosttillskottsbranschen kommunicerar med sin målgrupp med hjälp av privatpersoner." Thesis, Södertörns högskola, Institutionen för naturvetenskap, miljö och teknik, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-29676.

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In this essay we have chosen to research how health supplement companies market themselves and in different ways reach out to a vast majority of people with the help of one of the biggest social media channels, Instagram. It’s common nowadays that companies use social media as a fast, cheap and easy way to market their products to users. Either by promoting it on their own channel or by sponsorship, where they have popular people with a high amount of followers to encourage their viewers to buy their products. Instagram is rapidly growing and today have about 400 million active users every mon

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Gaertner, Andressa Ferreira. "Brand Communication Through Social Media Influencers: How Organizations Can Advance Effective Relationships with SMIs in Brazil." BYU ScholarsArchive, 2018. https://scholarsarchive.byu.edu/etd/8800.

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The purpose of this study is to shed light on how brands can build relationships with social media influencers (SMIs). By replicating Pang et al. (2016) research in different cultural settings, the present study identified internal and external influences that are important for SMIs routines in Brazil, generating additional enlightenment into the Mediating the Media model for SMIs and evaluating to what extent cultural differences may impact the proposed theoretical framework. The research was conducted in two major parts. The first replicated the method used previously by Pang et al. (2016),

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Oglesby, Corliss Deionn. "The New Frontier of Advertising: Computer-Generated Images as Influencers." UNF Digital Commons, 2019. https://digitalcommons.unf.edu/etd/861.

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The use of computer-generated images as influencers of consumer opinions and behavior is an emerging advertising strategy. This research investigates the advantages and disadvantages of using computer-generated images (CGI) as influencers of human behavior from the perspective of promoting a brand. The power of electronic word of mouth (social media) and how it is incorporated in computer-generated images used as influencers is discussed as a major factor in consumer decision making. The social media account content of computer-generated images was analyzed by conducting a frame analysis to di

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Quiterio, Capeli Marilia. "Micro-influencers’ impact on engagement levels for fashion retail brands on Instagram." UNF Digital Commons, 2019. https://digitalcommons.unf.edu/etd/884.

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With the increase of social media usage and its relevance for the millennial generation, social media influencers rise as credible sources who influence their followers purchase behaviors. Micro-influencers have up to 400,00 followers and fashion brands are constantly collaborating with them to generate brand awareness. The purpose of this study is to analyze how micro-influencers impact engagement levels on fashion retail brands’ accounts on Instagram and what common visual patterns the posts with higher levels of engagement present. A sample of 817 posts from three different brands were anal

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Rieem, Schwartz Rebecca, and Simone Karlsson. "Vår tids opinionsledare : en kvantitativ studie om influencers på Instagram och dess påverkan." Thesis, Stockholms universitet, Institutionen för mediestudier, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-157267.

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Denna uppsats avser att undersöka publikens attityder gentemot svenska influencers på Instagram. Studien undersöker hur omfattande publiken påverkas av sponsrade samarbeten mellan influencers och företag på Instagram. Vidare studeras effekten av publikens attityder och följaktligen deras agerande där utvecklingen av influencer marketing tas i beaktning. Med hjälp av materialet från studiens kvantitativa metod har data bearbetats tillsammans med teorier som huvudsakligen bygger på Katz & Lazarsfelds teori om Tvåstegshypotesen. Utefter teorins utveckling följer därefter Word of Mouth, Influe

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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 olik

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Wenander, Clara, and Viktoria Tegge. "Influencers kommunikativa trovärdighet: Tillhör framtiden Lil Miquela? : En kvalitativ studie om unga vuxnas uppfattningar kring avsändarens betydelse för den kommunikativa trovärdigheten på Instagram." Thesis, Högskolan i Halmstad, Akademin för lärande, humaniora och samhälle, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-40050.

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The purpose of this study is to examine the sender’s credibility on the social media platform Instagram since the new phenomenon robot-influencer has begun to interact on the platform. The purpose of the study is to increase the knowledge of the sender's communicative credibility based on the young adults' view on Instagram's different influences, human as robot. The robot-influencer that is used in this study’s survey is Lil Miquela and the human influencer Lovette via the account action4humanity_se. A qualitative research method consisting of two group interviews is used to clarify seven par

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Cruz, Andreia Alexandra Simões Condeço da. "O papel dos influenciadores digitais na promoção de um destino turístico." Master's thesis, Universidade de Évora, 2020. http://hdl.handle.net/10174/28662.

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No presente estudo pretende-se analisar o uso de digital influencers para a promoção de marcas e serviços no sector do turismo. Os estudos sobre estratégias de Marketing de Influência aplicadas ao sector turístico são praticamente inexistentes, mas a verdade é que esta prática de promoção de destinos através de indivíduos que se destacam nas redes sociais é cada vez mais evidente. Para um melhor aproveitamento deste tipo de estratégias de promoção é necessário, e importante, compreender as vantagens e desvantagens que estas podem envolver, de que forma é que influenciam o público e como são en

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Svensson, Fanny, and Isabelle Eriksson. "Att uppleva "Ett smärre psykbryt" eller "Inspiration"? : En kvalitativ studie om unga vuxna kvinnors identitetskapande och konsumtion genom influencers på Instagram." Thesis, Linnéuniversitetet, Institutionen för medier och journalistik (MJ), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-104946.

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Instagram has become a platform where young women spend many hours a day on a daily basis. The app is largely used to publish media content and interact with other people. It is also used to gather inspiration around, among other things, fashion, beauty and interior design. As Instagram has become increasingly popular, it has also become a place for influencers to express their creativity and convey personal content. They are individuals who have a great influence on their audience. Together with companies, they market products and brands that make their followers, often young women, consume s

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Richert, Kåge Felicia. "Datorgenererad eller verklig? En undersökning om personer i åldern 18-34 har ett kritiskt förhållningssätt till datorgenererade fotorealistiska bilder." Thesis, Linköpings universitet, Medie- och Informationsteknik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-168053.

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Idag finns mängder av digitala verktyg för gemene man att använda till att skapa högkvalitativa, fotorealistiska datorgenererade bilder. Det blir svårare och svårare att avgöra om dessa är fotografier eller datorgenererade - och den digitala tekniken fortsätter att utvecklas snabbt. Datorgenererade personer i form av virtuella influencers dök 2016 upp på Instagram, en plattform där över 100 miljoner bilder och videor publiceras varje dag. Av den globala publiken utgörs 65 % av 18-34-åringar. Denna studie syftar till att undersöka om personer i åldern 18-34 har ett kritiskt förhållningssätt til

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Costéus, Mimi, and Linnea Lindblom. "Hur påverkas en influencers eget grundade varumärke av att influencern är med om en skandal? En kvantitativ undersökning om hur negativ publicitet påverkar varumärkets Instagram." Thesis, Malmö universitet, Institutionen för datavetenskap och medieteknik (DVMT), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-44742.

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Influencers har idag ett stort inflytande på konsumenter vilket, till viss del, blivit avgörande för företag. Det förekommer mer frekvent att influencers även skapar egna grundade varumärken. Denna studie har utgått från fyra svenska influencers som har ett eget grundat varumärke. Dessa influencers och deras varumärken är Therése Lindgren (Indy Beauty), Katrin Zytomierska (Clean Eating), Rebecca Stella Dion (Rebecca Stella Beauty) och Alice Stenlöf (A-dsgn). Studien syftar till att undersöka hur en influencers skandal påverkar deras eget grundade varumärke på Instagram. Detta undersöktes med h

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Dristig, Evelina. "Trovärdiga samtal om hållbarhet på Youtube : En kvalitativ studie om hur användare med kunskap inom hållbarhet upplever content om hållbar mat trovärdigt på Youtube." Thesis, Malmö universitet, Fakulteten för teknik och samhälle (TS), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-44784.

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Today communication on social media takes place with a wide reach and from several different sources. This has made it more difficult for the user to perceive credibility than before. A current issue today is how we should consume food more sustainably because both humans and the environment are threatened. The study examined how the various components of credibility are perceived by a specific type of user on Youtube. The purpose was to contribute with an understanding of the extent to which a user with knowledge about sustainability perceives Youtube content about sustainable food as credibl

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Petersen, Gustaf. "Redefining Influencers : Scrutinizing the Term Social Media Influencer from a Public Perspective and Examining its Role in the Modern Media Landscape." Thesis, Stockholms universitet, JMK, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-152082.

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This paper explores how influencers can be categorised using a self-administered questionnaire. In doing so, the study can contribute to an understanding of the phenomenon that is more extensive than what previous research has attributed. The focus of this paper is on how influencers can be better understood for the benefit of public relations (PR), marketing, and communication. The purpose of this project is to investigate whether the term influencers (short for social media influencers) are defined by scholars in a similar fashion to how the study sample categorises influencers. Thus, the re

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Wikström, Mikaela. "”I look flawless all day long” : En studie av diskurser om skönhet i material producerat av influencers." Thesis, Umeå universitet, Institutionen för kultur- och medievetenskaper, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-149223.

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The internet and social media networks have created a changed world of media. Influencers work with creating content on these platforms. This study is focused on five female influencers which each has a large audience of viewers and that work within the category of beauty. They make content that mainly focuses on makeup and fashion. The study's aim is to examine discourses about beauty, identity and emotions in content created by these influencers, and to examine if norms and ideals about beauty is reproduced or challenged. The study relies on a theoretical framework with theories about influe

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Stansberry, Kathleen, and Kathleen Stansberry. "One-Step, Two-Step, or Multi-Step Flow: The Role of Influencers in Information Processing and Dissemination in Online, Interest-Based Publics." Thesis, University of Oregon, 2012. http://hdl.handle.net/1794/12416.

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This research examines information flow in online, interest-based networks to determine if existing models of information dissemination are adequate to describe the communication processes that occur in online publics. This study finds that a small number of primary influencers from within online communities are central to information collection, collation, and distribution in online, interest-based networks. This finding is inconsistent with one-step, two-step, and multi-step flow models, which privilege mass media as the central source of information. To more accurately depict online informa

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Kadmark, Louise. "Intimitet och emotionell kommunikation via Instagram : en kvalitativ studie om influencers sätt att kommunicera." Thesis, Stockholms universitet, JMK, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-165564.

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Sociala medier har blivit en integrerad del av vår vardag och profiler arbetar ständigt med skapandet av identitet, representation och interaktion. Efter sökandet av tidigare forskning uppfattades en avsaknad för studerandet av utformning och påverkan i kommunikationen på Instagram. Främst vad gäller en intim och emotionell sådan, som sänds ut via influencers. Studien syftar till att ge förståelse av de självrepresentativa aspekterna, men också hur emotion och förmänskligandet av kanalen bidrar till den annars distanserade närkontakten med följarna. Uppsatsen ska belysa vikten av interaktion i

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Bell, Sarah Irenke Sophia. "A Descriptive Analysis of Health Influencer Videos on YouTube in the Ostomy Community." UKnowledge, 2019. https://uknowledge.uky.edu/comm_etds/78.

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The expansion of YouTube into the mainstream media and its place as the second most-used website in the world makes it a prime place for health information seeking. However, content can be created and uploaded by anyone and thus, the threat of misinformation on YouTube is high. Medical researchers have established that videos created by health professionals on YouTube promote accurate information whereas videos by non-professionals promote generally inaccurate or misleading information. Yet, videos created by non-professionals have more views and higher relevance rankings on YouTube. To begin

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Svensson, Julia, Pontus Liljenberg, and Magnusson Sascha Beetz. "Incollaboration : En kvalitativ & kvantitativ studie om samband mellan företag, influencers & konsumenter på Instagram." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-67273.

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Sedan den ökade användningen av sociala medier står varumärken idag inför en enorm utmaning i att kommunicera och förmedla sin identitet och profil för att kunna skapa en konkurrensfördel på marknaden. Bildnätverket Instagram är en av de plattformar som växer allra mest (Laboon 2016) och som idag anses vara ett av de kraftfullaste marknadsföringsverktygen för företag (Safko 2012). Detta har resulterat i en massiv explosion i användning av influencer marketing där olika personer karaktäriseras som så kallade influencers för att agera som kommunikationsbärare mellan företag och konsument i syfte

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Muñoz, Pastor Angela Denisse. "Efectividad del marketing de influencia como estrategia para el portal Web ¿Y Tú Qué Planes?" Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/653031.

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El turismo ha evolucionado gracias al surgimiento de los nuevos medios de comunicación y la tecnología, como motor de cambio, generando variaciones en este sector. El turista actual es un gran desafío para los especialistas del marketing, pues es más experimentado y ha visitado muchos destinos. A partir de ello, la aparición de nuevos actores para el espacio tradicional de la comunicación, son los influenciadores, enmarcados dentro de la opinión pública. Presentándose una oportunidad y una ventaja competitiva, al poder trabajar con herramientas que posibilitan la comunicación directa, una de l

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Håkansson, Hanna, and Emmy Åman. "Kommersialisering på barnens bekostnad : En studie om hur barn positioneras på sociala medier." Thesis, Malmö universitet, Malmö högskola, Institutionen för konst, kultur och kommunikation (K3), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-42535.

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Studiens syfte är att undersöka hur barn positioneras av sina föräldrar i kommersiella samarbeten på Youtube och Instagram, samt om logiken för respektive medie har betydelse för hur barnen blir positionerade. Studien har inspirerats av tidigare forskning kring fenomenet sharenting, där vi ville göra en djupdykning i ämnet. För att förstå hur föräldrarna väljer att framställa sina barn, men även barnens inställning till att medverka, har vi använt oss av en retorisk textanalys där vi analyserat tal och kroppsspråk. I analysen har vi undersökt hur tre svenska influencers positionerar sina barn

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Brodin, Holmstedt Nina. "The new gatekeepers of fashion week : A qualitative study of the influencers role at fashion week." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12800.

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Aim of the research: This research aims to create an understanding for the new ways in which global fashion influencers’ attending fashion week are contributing to the presentation of it as gatekeepers and distributors of information and fashion knowledge, and how this rolea dds new perspectives to how fashion week is presented. Method: The research has been limited to analysing the material of six global fashion influencers, with a total following of 28 million people, during the major fashion weeks of Spring/Summer 2017 and Autumn/Winter 2017. The material has been collected and analyzed usi

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Mosca, Zegarra Lourdes Lucero. "Análisis de los parámetros regulatorios publicitarios implementados para influencers de Instagram en Perú el 2019." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/656786.

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La investigación expone las causas y el proceso de la regulación de la publicidad de marcas en redes sociales bajo la normativa existente en el Perú. Este estudio es cualitativo basado en entrevistas semiestructuradas con principales agentes involucrados en el tema e información bibliográfica. Su objetivo es analizar el proceso de implementación de la regulación publicitaria con respecto a la publicidad realizada por influencers de Instagram en Lima Metropolitana. Entre los hallazgos, se obtuvo la implementación de la Guía para Influencers con la finalidad de dar a conocer, de una forma más cl

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Samin, Sava, and Ferha Ahmed. "Understanding the royalties of social media : En kvalitativ studie om hur konsumenter upplever varumärkeskommunikationen på sociala medier." Thesis, Södertörns högskola, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-38631.

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Social media is dependent on society, and society is dependent on social media. The internetbased platforms have today taken the world by storm. Words like "comment", "like" and "post" are central concepts on social media that have come to be new communication tools. In the development of social media, the social network has been strengthened in such a way that people turn to these platforms in order to create relationships with others. The increased popularity has resulted in several binding to the social network, which the companies have also noticed. As the consumer is constantly in focus f

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Ramos, e. Ramos João Ivo Garcia. "Comunicação e influenciadores digitais: contributos para o estudo dos estilos de vida alimentares e desportivos." Master's thesis, Instituto Superior de Ciências Sociais e Políticas, 2019. http://hdl.handle.net/10400.5/17641.

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Dissertação de Mestrado em Comunicação Social na especialização de Comunicação Estratégica<br>Os mercados da actividade física e da alimentação vivem um período de crescimento acelerado graças à maior consciencialização da importância de hábitos considerados saudáveis para a manutenção da saúde e da qualidade de vida. Esta tendência, aliada ao acesso generalizado à internet e ao estabelecimento de fitness como um conceito em voga, resulta na proliferação de informação online sobre práticas físicas e alimentares. Este estudo pretende aferir que características da comunicação mediada por computa

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Henningsson, Sandra, and Ida Aldebert. "The Power of Influencers : Instagramanvändares syn på influencers och influencer marketing." Thesis, Linnéuniversitetet, Institutionen för medier och journalistik (MJ), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-85385.

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It is now increasingly common for companies to communicate with their consumers via influencers and in recent years it has become one of the most successful marketing tools for companies. Influencers do not only have the power to influence hundreds of thousands of people at the same time, but previous research has also shown that they are credible and reliable marketers. Influencers are seen as the marketers of the future. This research investigates the audience’s view on influencers and influencer marketing with several theoretical perspectives as a basis. Semi-structured interviews were cond

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Kristiansson, Kajsa, and Mathilda Wahlqvist. "Influencer sökes : En kvalitativ studie av influencers roll inom företags marknadskommunikation." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-64587.

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Syfte och forskningsfrågor Syftet med studien är att klargöra och analysera influencers roll i företags marknadskommunikation. Utifrån detta syfte har följande tre forskningsfrågor formulerats: ❖ Vad präglar influencers roll som marknadsförare? ❖ Vad innebär digitaliseringen för företags sätt att arbeta med sin marknadskommunikation? ❖ Hur har utvecklingen av sociala medier påverkat företags användande av influencer marketing? Metod Uppsatsen är utformad efter en kvalitativ forskningsmetod. Ansatsen kan anses vara av abduktiv karaktär, eftersom forskningsprocessen utgörs av ett växelspel mella

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Williams, Sean David. "Beyond Klout: A Qualitative Exploration of Influence, Online or Offline." Kent State University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=kent1428922753.

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Nilsson, Maria, and Marcus Malveholm. "Communication in International Purchasing : A Study of Communicational Influences On the Purchasing Process." Thesis, Kristianstad University College, School of Health and Society, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-4791.

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<p>In recent years globalization has caused companies to internationalize the purchasing of material, products and services. By establishing supply-chains on foreign markets companies can buy products cheaper, which allows for the sustaining of competitiveness and the cutting of costs. One of the key aspects of purchasing is the interaction between the parties involved, the communication between buyer and supplier.</p><p>The purpose of this dissertation is to examine how communication between Swedish purchasers and Chinese suppliers affects the outcome of the trade and the buyer-supplier relat

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Wong, Ngan Ling. "The Influence of Communications Technology upon the Style of Communication in Contemporary Japanese Society." 名古屋大学国際言語文化研究科国際多元文化専攻, 2005. http://hdl.handle.net/2237/8282.

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Gehlin, Moa, and Yasmin Jelassi. "Virtuella influencers och trovärdighet : En kvalitativ och kvantitativ studie om influencer marketing och trovärdigheten hos virtuella influencers." Thesis, Mittuniversitetet, Institutionen för medie- och kommunikationsvetenskap, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-39315.

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Problemformulering och syfte: En forskare tror att virtuella influencers har en ljus framtid, vilket kan innebära att mänskliga influencers roll påverkas. Dessutom säger forskning att det finns en problematik i fenomenets trovärdighet, faktumet att overkliga aktörer inte uppfattas trovärdiga ser vi kan utgöra ett problem för användandet av virtuella influencers. Syftet med denna studie är därför att undersöka hur virtuella influencers agerar på Instagram, hur specialister inom influencer marketing ser på detta fenomen och hur kunskap, nätverk och parasociala relationer påverkar trovärdigheten

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Dalstam, Malin, Hedvig Nordlöf, and Daniella Holmgren. "The NA-KD Truth About Influencer Marketing : Exploring influencer marketing through integrated marketing communication and the influencer’s role in strengthening a brand." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39986.

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Problem: The nature of marketing communications is changing as a result of the rise and development of social media. In response to this advancement, the way in which companies communicate with their target audience has shifted. Consumers today attain greater control in terms of receiving and influencing a message. Companies may need to gain an understanding on how various marketing communication tools can be integrated and utilized instead of primarily using one marketing communication tool for the purpose of optimizing the impact of persuasive communication. However, a company’s attempt to c

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Axelsson, Anton, and Viktor Churchill Lindvall. "Den digitala erans opinionsledare : En kvantitativ studie om studenters attityder gentemot influencer marketing." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-38791.

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I takt med att medielandskapet förändras har marknadsföringsstrategin influencer marketing blivit ett allt vanligare verktyg för att fånga både nuvarande och potentiella kunders intresse samt att bygga långvariga och starka kundrelationer. Den här studien har för avsikt att skapa en förståelse för hur studenter, som faller under det köpstarka kundsegmentet millennials, ser på och uppfattar influencer marketing. Vår förhoppning är att kunna bidra med kunskap om attityder inom detta marknadsföringsfenomen. Denna studie tillämpar en kvantitativ forskningsansats och med hjälp av en enkätundersökni

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Tova, Rydfjäll, and Pistone Rosanna. ""VEM KALLAR SIG ENS INFLUENCER?” : -En kvalitativ studie om följares attityd till influencers på Instagram." Thesis, Umeå universitet, Institutionen för kultur- och medievetenskaper, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-146616.

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An influencer’s task is to reinforce and strengthen a company’s brand, but can there be any risk that they weaken their own trust towards their followers in the process? This study aims to examine influencers as a social phenomenon from the followers point of view to investigate any elements that can challenge the concept. Influencer marketing is visualized as something positive with a successful impact on the commercial industry. The question is: do the followers ever reflect whether the collaboration between the company and the influencer is genuine? The focus of this essay is directed towar

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Li, Yuen. "Media Influence and News Production Centralization| The Role of China News Service in Overseas Chinese Affairs." Thesis, The George Washington University, 2017. http://pqdtopen.proquest.com/#viewpdf?dispub=10278974.

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<p> After the bloody Tiananmen crackdown in 1989, the legitimacy of the Communist Party of China (CCP) suffered a devastating blow among the overseas Chinese (OC). The CCP responded to the challenge by implementing transnational outreach policy in the OC community, which includes substantial efforts to increase the Party’s influence in the overseas Chinese-language media (OCLM). By conducting a qualitative analysis of the evolution of the CCP's OC policy, this thesis finds that the Party has made tremendous progress in achieving the policy’s strategic goals: modernization and trans

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Tonelli, Amandine. "Effluve de Communication. Le rôle de l'odeur dans la communication interpersonnelle : vers une modélisation de la communication olfactive." Thesis, Aix-Marseille 2, 2011. http://www.theses.fr/2011AIX22300/document.

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La thèse porte sur la communication olfactive impliquant les individus, en position d’interactants, lors de situations de communication de « face-à-face ». Nous pensons que porter un parfum est une forme d’intention communicative sur ce que le sujet parfumé communicant aspire à être. Dans le champ des sciences de l’information et de la communication, la communication olfactive est étudiée dans un contexte théorique mobilisant des ressources issues de l’interactionnisme et de l’ethnométhodologie.Se parfumer, apparaissant comme une envie de communiquer sur son soi, nous essayons de mieux compren

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Satta, E. (Elina). "Influencers in communicating an international brand." Master's thesis, University of Oulu, 2018. http://urn.fi/URN:NBN:fi:oulu-201802071163.

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Abstract International brands are experiencing a shift of power in which the communication of a brand is in the hands of everyone in the era of social media. Word-of-mouth travels fast, and in order to reach audiences in a more genuine, authentic manner influencers are used as intermediaries to communicate brand messages, an action which could be described as authentic branded communication. This research focuses on paid influencers, i.e. those chosen by the brand and often paid in monetary terms, focusing on the direct communicat

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Karlström, Fredrik, and Oliwer Granhagen. "When communication starts to fade, everything else (un)follows." Thesis, Högskolan i Halmstad, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-40508.

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Syfte: Syftet med vår studie är att bidra med mer kunskap och en ökad förståelse för relationen mellan influencers och generation Z på Instagram. Vi vill bidra med mer kunskap om generation Z:s uppfattningar av en influencer, trovärdigheten av sponsrade inlägg och hur det påverkar relationen mellan medieanvändare och influencers utifrån ett konsumentperspektiv. Frågeställningar: - Vad utmärker trovärdighet i relationen till influencers enligt generation Z? - Hur bibehåller en influencer sin trovärdighet över tid enligt generation Z? - Hur kan vi förstå vad ett trovärdigt

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Shang, Ziyuan. "Cultural Influences on Emotional Expression in Virtual Communication." Scholarship @ Claremont, 2019. https://scholarship.claremont.edu/scripps_theses/1272.

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Research has consistently demonstrated the influences of cultural orientation (Individualism/collectivism) on emotional expression when interacting with in-groups and out-groups members in face-to-face communication (e.g., Eid & Diener, 2001; Matsumoto et al., 2008; Safdar et al., 2009). The purpose of the proposed study is to investigate whether the same pattern exists in virtual communication, especially in instant text messaging. Using a mixed design, an online self-report questionnaire measuring Individualism/Collectivism and intensity of emotional expression of both positive and negative

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Melin, Sophia, and Louise Baltgren. "Personal Influence 2.0 : En kvalitativ studie om hur olika generationer förhåller sig till influencers." Thesis, Karlstads universitet, Avdelningen för medie- och kommunikationsvetenskap, 1995. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-67993.

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Abstract In the modern era of social media influencers have assumed a more prominent role and become a wellknown phenomenon. Many companies today choose to enter in to marketing programs of influencers promoting the company`s products through their own social channels e.g. on Instagram or blogs. Influencers are exposed in most contexts on all social media, where the content is reachable for both young and adult people. This study is viewing how young, respectively adult women relate to influencers on social media. The aim of the essay is to illuminate the attitudes and relations of different g

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Karlsson, Emmie, and Alice Dahlgren. "Influencers i politiken : En kvantitativ enkätstudie och en kvalitativ multimodal analys av politisk influencer marketing." Thesis, Stockholms universitet, JMK, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-165583.

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Under valåret 2018 har vi kunnat se politikers nära kontakt med influencers på sociala medier. Valrörelsen på Instagram har bestått av influencers och politikers förklädda relationer. En potentiell problematik för de båda aktörernas transparens och trovärdighet. Politiker har idag blivit den nya trenden för influencers att marknadsföra. Studien har till syfte att besvara hur politiker och influencers använder Instagram som politiskt plattform för att sprida politiska budskap. För att uppnå studiens syfte har vi genomfört en webbenkät för att undersöka mediepublikens inställning till fenomenet,

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Rowe-Cernevicius, Brittany. "As Seen on TV: Brand Placement and Its Influence on the Identity of Emerging Adults." Bowling Green State University / OhioLINK, 2011. http://rave.ohiolink.edu/etdc/view?acc_num=bgsu1321669523.

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El, Majoudi Sanae. "Le rôle des sources interpersonnelles d'information en ligne : le cas des « influenceurs des médias sociaux »." Electronic Thesis or Diss., Bourgogne Franche-Comté, 2024. http://www.theses.fr/2024UBFCG004.

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La montée en puissance des technologies de l'information et de la communication, notamment sur internet, a permis le développement d'un terrain propice aux échanges interpersonnels ainsi qu'au bouche-à-oreille électronique. Le consommateur n’est plus seulement confronté à l’influence de son réseau personnel traditionnel dans le contexte « hors ligne », mais à une multitude d'internautes qui émettent des avis et des opinions par rapport à des produits ou des marques. L'identification des différentes sources interpersonnelles d'information en ligne, susceptible d’influencer les internautes en co

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Toriumi, F., S. Murata, and K. Ishii. "Influence of new mobile tools on communication." INTELLIGENT MEDIA INTEGRATION NAGOYA UNIVERSITY / COE, 2005. http://hdl.handle.net/2237/10457.

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