Results 11 to 20 of about 11,483 (281)
The role of influencer marketing in building rural brand equity among generation Y customers
International Journal of Academe and Industry ResearchIn the current fast paced competitive digital marketing era, businesses explore every possibility to differentiate their brand, retain customers and remain resilient. Contrary to the popular usage of conventional celebrity endorsements, modern businesses
Oratilwe Penwell Mokoena +1 more
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Influencer Marketing auf Twitch.tv [PDF]
, 2022 Die vorliegende Masterarbeit hatte zum Ziel, die Effektivität des Influencer Marketings auf der Livestreaming-Plattform Twitch.tv zu untersuchen, da diesbezüglich zum einen bisher kaum geforscht wurde und zum anderen die Influencer Marketing Industrie ...
Zbornik, Silas
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Making use of digital methods to study influencer marketing
, 2022 Influencer marketing is presently gaining momentum across the economy. Digital data and digital methods hold potential for further advancing research on influencer marketing, and presently more knowledge is needed concerning how online sources and ...
Prince Chacko Johnson +3 more
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Influencer marketing and its impact on consumer lifestyles
Forum Scientiae Oeconomia, 2020 Influencer marketing is a form of marketing communication, using influencers to target consumers. It helps companies build their brand and loyalty based on consumers‘ trust in someone they know and admire. Given this fact the purpose of this study is to
Margareta Nadanyiova +3 more
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Consumer Perception Research on Online Influencer Marketing: A Review of Key Findings and Implication [PDF]
Ovidius University Annals: Economic Sciences Series, 2023 Online influencer marketing has emerged as a popular strategy for brands to engage with consumers and promote their products or services. Understanding consumer perceptions of influencer-driven content is crucial for marketers to effectively leverage ...
Ingrid Georgeta Apostol +1 more
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Is the use of influencer marketing and brand community effective for enhancing awareness of a new brand? [PDF]
Innovative MarketingInfluencer marketing and brand community have been popularly used as one powerful marketing strategy to enhance brand awareness. This study aims to find out how and to what extent influencer marketing and brand community affect brand awareness in a ...
Asnan Furinto +3 more
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From White Collar to Influencer Marketing? How Banks Can Reach Young Customers
International Journal of Financial Studies, 2022 Banks distribute intangible services, so that traditional marketing instruments are often limited concerning their effectiveness to reach new clients, especially teenagers and young adults.
Nicole Walzhofer +2 more
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Influencer marketing: sponsorship disclosure and value co-creation behaviour
, 2022 Purpose: This study aims to investigate the relationships between sponsorship disclosure, influencer type and audience value co-creation behaviour in influencer marketing.
Thaichon, Park +3 more
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The Impact of Influencer Marketing on the Decision-Making Process of Generation Z
Economics and Culture, 2023 Research purpose. Currently, the Internet is used by almost 5 billion users worldwide, of which 80% actively use at least one of the social networks. And marketing managers are well aware of this fact, as they had to switch to a new way of attracting ...
Nadanyiova Margareta, Sujanska Lucia
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The Influence of Marketing Scholarship’s Legacy on Nonprofit Marketing [PDF]
International Journal of Financial Studies, 2013 This inquiry contributes to the literature on the development of “nonprofit marketing thought” by describing how the field’s early period established a legacy effect on nonprofit marketing scholarship to the present day. This qualitative work uses a wide variety of sources from a protracted historical period in order to more fully inform a perspective ...
openaire +4 more sources