Generation Z Perceptions And Values Of Influencer Marketing
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Generation Z Perceptions And Values Of Influencer Marketing
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Author : Luke Gladwell
language : en
Publisher:
Release Date : 2022
Generation Z Perceptions And Values Of Influencer Marketing written by Luke Gladwell and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022 with categories.
Millennials Attitudes Towards Influencer Marketing And Purchase Intentions
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Author : Yu Liu
language : en
Publisher:
Release Date : 2019
Millennials Attitudes Towards Influencer Marketing And Purchase Intentions written by Yu Liu and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019 with Dissertations, Academic categories.
Social media has dramatically changed the way people communicate and make decisions. With the widespread use of social media in e-commerce and communication, influencer marketing reaches millennials who frequently use social media and the Internet (Jade, 2018). Marketers utilize an influencer marketing strategy to shape perceptions in partnership with customers. However, academic research has lagged behind practice. Although businesses are becoming more aware of influencer marketing, investing in influencer marketing doesn't always guarantee a long-term return and could be risky for businesses. This study aims to analyze the main components of influencer marketing and evaluate the relative importance of the consumer's perception of the elements of influencer marketing and subsequent purchase intentions.I examined the literature on influencer marketing and customer purchase intentions. Then, I conducted a survey to investigate Instagram users' motivations for following an influencer and making a purchase based on the influencers' recommendations. The literature review included influencer marketing, millennials, purchase intentions and electronic word-of-mouth.
Celebrity Endorsement Vs Influencer Marketing Perception Of Credibility Among Millennials
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Author : Nazanin Tayyebtaher
language : en
Publisher:
Release Date : 2019
Celebrity Endorsement Vs Influencer Marketing Perception Of Credibility Among Millennials written by Nazanin Tayyebtaher and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019 with Celebrities categories.
The purpose of this master's thesis is to understand to what extent perceptions of credibility differ between celebrities and social media influencers as brand endorsers from the Millennials' view. For this purpose, the Millennial's view between celebrity endorsement and influencer marketing is elaborated. Additionally, a conceptual model is tested based on the source credibility theory and product-matchup hypothesis, to explain which of the advertising methods result in higher brand credibility as well as purchase intention. The empirical context of this research is the global fashion industry with a sample surveyed online. The present study is from quantitative nature. For this purpose, a descriptive, as well as a causal research design have been chosen. The expected benefit of the research is to serve as a guideline for marketers, who primarily target their products to Millennials. This work shows the effectiveness of both advertising methods and clarifies which type of advertisement result in higher brand credibility and purchase intention. The main benefit of this thesis is that it advances research on celebrity endorsement and the emerging issue of influencer marketing, thus supports marketers in their decision making.
Marketing To Gen Z
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Author : Jeff Fromm
language : en
Publisher: AMACOM
Release Date : 2018-03-26
Marketing To Gen Z written by Jeff Fromm and has been published by AMACOM this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-03-26 with Business & Economics categories.
With bigger challenges come great opportunities, and Marketing to Gen Z wants to help you get ahead of the game when it comes to understanding and reaching this next generation of buyers. Having internalized the lessons of the Great Recession, Generation Z blends the pragmatism and work ethic of older generations with the high ideals and digital prowess of youth. For brands, reaching this mobile-first and socially conscious cohort requires real change, not just tweaks to the Millennial plan. In Marketing to Gen Z, businesses will learn how to: Get past the 8-second filter Avoid blatant advertising and tap influencer marketing Understand their language and off-beat humor Offer the shopping experiences they expect Marketing to Gen Z dives into and explains all this and much more, so that businesses may most effectively connect and converse with the emerging generation that is expected to comprise 40 percent of all consumers by 2020. Now is the time to learn who they are and what they want!
The Impact Of Instagram Micro Influencers On The Buying Decision Of Generation Z Towards Fitness Products
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Author :
language : en
Publisher: GRIN Verlag
Release Date : 2022-11-15
The Impact Of Instagram Micro Influencers On The Buying Decision Of Generation Z Towards Fitness Products written by and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-11-15 with Business & Economics categories.
Bachelor Thesis from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, Reutlingen University (ESB Business School), language: English, abstract: With fitness being a huge topic over the last couple of years, many fitness brands started collaborating with fitness-influencers on social media platforms. Especially micro-influencers on Instagram have gained attention in the previous years since they show high engagement rates and are perceived as credible sources of information. Particularly for young consumers, micro-influencer marketing has turned out to be an effective and contemporary brand communication strategy. The present bachelor thesis gives an overview of the effects of Instagram micro-influencers on the buying decision. Here, the impact on Generation Z towards fitness products was examined with an extensive literature review and a quantitative study in the form of an online survey. With the results of the study, insights on the relationship between fitness-related micro-influencers and Generation Z ́s buying decision could be gained. Although social media and fitness-related micro-influencers play an essential part in the worldwide growth of the fitness industry, there is a dearth of research about their relationship with the buying decision of consumers. Especially for product managers in the health and fitness industry, it can be beneficial to understand these connections to better leverage influencer dynamics in their social media strategies. Moreover, there is a lack of studies focussing on the implications of these micro-influencers on Generation Z specifically. Generation Z consumers are the most digital and most reliant in terms of influencer recommendations. As emerging adults in their developmental stage, they can still be influenced in terms of their fitness habits. Therefore, brands and businesses in the fitness sectors can profit from understanding their buying behavior, which allows them to adapt their influencer marketing campaigns accordingly. Finally, it cannot be disregarded that fitness is an issue that people will always be concerned with since it strongly affects their well-being. Against this background, this study aims to approach the following research question: How do micro-influencers on Instagram affect the purchasing decision of Generation Z towards fitness products?
The Google Generation
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Author : Barrie Gunter
language : en
Publisher: Elsevier
Release Date : 2009-11-11
The Google Generation written by Barrie Gunter and has been published by Elsevier this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-11-11 with Language Arts & Disciplines categories.
The Google Generation examines original and secondary research evidence from international sources to determine whether there is a younger generation of learners who are adopting different styles of information search behaviour from older generations as a function of their patterns of use of online technologies. The book addresses the questions: might the widespread availability and use of search engines, such as Google, give rise to a different type of scholar who seeks out and utilises online information sources and thereby develops a different orientation to learning from older generations whose information seeking practices became established initially in the offline world. Provides a one of the most comprehensive analyses yet on the evolving nature of information search behaviour Combines a review of a wide range of international research evidence combined with original, cutting edge research Directed towards industry end-users and policy makers as well as academics with shared scholarly interests
The Dynamics Of Influencer Marketing
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Author : José M. Álvarez-Monzoncillo
language : en
Publisher: Taylor & Francis
Release Date : 2022-08-08
The Dynamics Of Influencer Marketing written by José M. Álvarez-Monzoncillo and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-08-08 with Business & Economics categories.
YouTube, Instagram, Facebook, Vimeo, Twitter, etc. have their own logics, dynamics and different audiences. This book analyses how the users of these social networks, especially those of YouTube and Instagram, become content prescribers, opinion leaders and, by extension, people of influence. What influence capacity do they have? Why are intimate or personal aspects shared with unknown people? Who are the big beneficiaries? How much is vanity and how much altruism? What business is behind these social networks? What dangers do they contain? What volume of business can we estimate they generate? How are they transforming cultural industries? What legislation is applied? How does the legislation affect these communications when they are sponsored? Is the privacy of users violated with the data obtained? Who is the owner of the content? Are they to blame for "fake news"? In this changing, challenging and intriguing environment, The Dynamics of Influencer Marketing discusses all of these questions and more. Considering this complexity from different perspectives: technological, economic, sociological, psychological and legal, the book combines the visions of several experts from the academic world and provides a structured framework with a wide approach to understand the new era of influencing, including the dark sides of it. It will be of direct interest to marketing scholars and researchers while also relevant to many other areas affected by the phenomenon of social media influence.
Social Media Technology And New Generations
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Author : Ahmet Atay
language : en
Publisher: Rowman & Littlefield
Release Date : 2022-06-22
Social Media Technology And New Generations written by Ahmet Atay and has been published by Rowman & Littlefield this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-06-22 with Social Science categories.
This book builds on existing conversations surrounding millennials and media use by examining Generation Z’s engagement with new media technologies and comparing it to that of millennials. Ahmet Atay and Mary Z. Ashlock have assembled this edited volume in which contributors focus on three interrelated areas: how millennials and Gen Z use new media technologies and platforms in different contexts; how they use media and what they do with it; and the relationship between the two generations and the media as media outlets attempt to use millennials and Gen Z as their targeted audience group. Through close analysis and comparison, this volume generates a richer discussion about the cultures of millennials and Gen Z and their complex relationship with media texts and platforms. Scholars of media studies, technology studies, communication, and sociology will find this book particularly useful.
Using Influencer Marketing As A Digital Business Strategy
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Author : Teixeira, Sandrina
language : en
Publisher: IGI Global
Release Date : 2023-12-08
Using Influencer Marketing As A Digital Business Strategy written by Teixeira, Sandrina and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-12-08 with Business & Economics categories.
Using Influencer Marketing as a Digital Business Strategy presents a comprehensive exploration of the burgeoning world of digital influencers, whose impact on consumer behavior and brand promotion is rapidly transforming the marketing landscape. This book delves into the most relevant topics in the field, providing a valuable contribution to both management and academia alike. The book delves into the essence of influencer marketing by examining the different types of influencers and their crucial role in reaching a brand's target audience. The strategic partnership between influencers and brands is analyzed, highlighting how these influential content creators act as powerful intermediaries between companies and potential consumers. By examining the intricate relationship between influencers, brands, and consumers, the book sheds light on the purchase intention process and consumer habits in the digital age. Given the recent emergence of influencer marketing as a prominent force, this book serves as a critical reference source for researchers, business executives, marketing professionals, influencer marketing agencies, and graduate students seeking to expand their understanding of this dynamic field.
11th European Conference On Social Media
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Author : Dr Panagiotis Fotaris
language : en
Publisher: Academic Conferences and publishing limited
Release Date : 2024-05-30
11th European Conference On Social Media written by Dr Panagiotis Fotaris and has been published by Academic Conferences and publishing limited this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-05-30 with Computers categories.
These proceedings represent the work of contributors to the 11th European Conference on Social Media (ECSM 2024), hosted by the University of Brighton, UK on 30-31 May 2024. The Conference and Programme Chair is Dr Panagiotis Fotaris from the University of Brighton. ECSM is now a well-established event on the academic research calendar and now in its 11th year the key aim remains the opportunity for participants to share ideas and meet the people who hold them. The scope of papers will ensure an interesting two days. The subjects covered illustrate the wide range of topics that fall into this important and ever-growing area of research.