Purpose: This paper aims to explore the relationship between an influencer’s endorsement of a brand and the subsequent brand’s equity within a consumer’s mind. Research Question: How will an influencer endorsement influence a consumer’s brand equity?  Design, Methodology, and Approach: The authors of this paper used a qualitative approach, inductive structure. Due to the explorative nature of this paper, the authors have conducted 10 semi-structured interviews. This method generated a depth of information which was then coded for the analysis process.  Findings: The findings of the research suggest a strong relation between frequent engagement from the influencer and brand awareness through endorsement. There is also a positive association between the relationship with an influencer. Furthermore, trust in influencers is built through two components, knowledge/expertise and authenticity, however, trust does not influence brand loyalty.  Limitations: The interviews were conducted in English although English was not the first language for any of the participants, this caused some confusion when the interviewees had to explain the more technical terms in simplified language. Furthermore, this may have hindered their ability to express themselves 100% accurately, however, the researchers made sure to get a detailed answer for every question to ensure nothing was lost in translation.  Keywords: Influencer, influencer endorsement, brand equity, brand loyalty, brand image, brand awareness, trust, knowledge, expertise, authenticity.

The overall vagueness of words and sentences can show differences in meaning and perceptions. Applying this to Corporate Social Responsibility (CSR) initiatives can end up being misleading, especially in an online setting such as social media, which has shown as a preferable medium for these kinds of messages. This awoke a curiosity within us as we ourselves have a critical way of thinking because of our studies within media communication and our own experiences with social media messages being somewhat misleading and shady in their nature. With theories and previous research from several authors revolving around complex concepts such as trust, transparency and authenticity. A definition of trustworthiness has been established to be used for this particular bachelor thesis for the basis of our variables and analysis of the results. This study aims to measure if trustworthiness in CSR posts on Instagram change depending on different levels of transparency. Research is conducted with a quantitative experiment with three web-based surveys containing each a different stimuli taking inspiration from real-life companies posts on Instagram. The results showed that the perceived trustworthiness changes depending on the levels of transparency, with a high trustworthiness towards message and action in an Instagram post of high transparency. Instagram posts with mid-range and low levels of transparency showed similarities but the post with low affinity of transparency showed the least amount of perceived trustworthiness. / En överskridande vaghet av ord och meningar kan visa på skiftningar inom mening och uppfattning. När detta appliceras till Corporate Social Responsibility (CSR) initiativ så kan resultat bli missledande, särskilt online på sociala medier, som har visat sig vara ett förmånligt medium för dessa typer av meddelanden. Detta väckte en nyfikenhet inom oss eftersom vi har en kritisk syn att se på saker i och med att vi studerar inom medier och kommunikation. Även våra egna erfarenheter av meddelanden på sociala medier säger oss att de kan vara missledande och lömska i sin natur. Vi har studerat teorier och tidigare forskning från flera författare kring komplexa koncept som tillit, transparens och äkthet. Utifrån detta så har vi etablerat en definition av trovärdighet som vi använder för denna kandidatuppsats, som blir till grunden för våra variabler och analys av resultat. Studien ämnar att mäta om trovärdighet i CSR-inlägg på Instagram förändras beroende på nivån av transparens. Forskningen är gjord med ett kvantitativt experiment som är baserat på tre webbenkäter som alla har ett annorlunda stimuli. Vi har tagit inspiration från riktiga företags inlägg på Instagram. Resultatet visar att den upplevda trovärdigheten ändras beroende på de olika nivåerna av transparens, med hög trovärdighet mot meddelande och handling i ett Instagraminlägg med hög transparens. Instagram-inlägg med medel och låg transparens visade likheter men inlägget med låg transparens visade på den lägsta nivån av trovärdighet.

Syftet med denna undersökning är att undersöka vilka problem och möjligheter man kan möta med användandet av historisk spelfilm i historieundervisningen. Spelfilmens roll som historieförmedlare har ökat under de senaste åren. Idag fungerar spelfilm med historiska motiv som historieförmedlare för många människor, inte minst ungdomar. I många fall används spelfilmen i underhållningssyfte. En stor anledning till att jag gör denna undersökning är för att se närmare på hur läraren kan arbeta med spelfilmen i historieundervisningen utöver ett rent underhållningssyfte. Dessutom anser jag det viktigt att läraren har kunskap om spelfilm eftersom det är en referensram för många unga. Undersökningen bygger på litteraturstudier av tidigare forskares resultat av relationen mellan historia och film. I undersökningen diskuteras och analyseras spelfilmen utifrån följande perspektiv: pedagogiska teorier, kommunikationsteori, reception, autenticitet, dramaturgin, identitet och identifikation, Samtida avtryck i den historiska spelfilmen, historiebruk, historiemedvetande, kritiskt förhållningsätt samt källkritik. Utifrån dessa perspektiv är tanken att i slutdiskussionen presentera en matris för vad läraren bör tänka på när hon/han visar en spelfilm i historieundervisningen. Resultatet av undersökningen har visat att användning av spelfilm i historieundervisningen är långt mer komplicerad än att bara trycka på ”play”. Men planerar pedagogen bara filmanvändningen noga, utifrån olika aspekter, är det relativt enkelt att identifiera problemen och se fördelarna. / The purpose of this study is to examine problems and possibilities you may encounter when using historical motion-picture when teaching history. Motion-picture as an intermediary of history has increased in recent years. Today, motion-picture with historical motives works as an intermediary to many people, especially youths. Motion-picture is in many cases used for entertainment purposes. One of the big reasons to why I do this study is to look at how teachers can work with motion-picture in history teaching apart from the entertainment purposes. Furthermore, I believe it is important that the teacher has knowledge of motion-picture since it is a frame of reference for many youths.The study is based on literature studies of previous researchers' results of the relationship between history and picture. In the study, motion-picture is discussed and analyzed from the following perspectives: pedagogical theories, communication theory, reception, authenticity, dramaturgy, identity and identification, contemporary impressions in the historical motion-picture, uses of history, historical consciousness, a critical approach and source criticism. The idea is that from these perspectives a matrix/compilation of what the teacher should think about when she/he uses a motion-picture in history teaching will be presented.The results of the study have shown that the use of motion-picture in history teaching is far more complicated than just pressing "play". But if the teacher only plans the use of picture carefully, from various aspects, is it relatively easy to identify the problems and see the benefits.

In this paper, we looked at how media influence education and how to provide students with tools for analyzing media messages in order for them to be able to reflect on that influence and foster critical thinking. We summarized research on media literacy in English language teaching and discussed how that may increase students’ language learning and critical thinking skills. To concretize our findings we developed a lesson plan using a contemporary YouTube genre, Epic Rap Battles of History, and used that as a basis for our discussions. This resulted in a discussion on the advantages of using media literacy to teach English and practical examples of how to do this in an English 6 course. We show the importance of connecting language learning to practical application as well as providing students with opportunities to develop their analytical and critical skills.

Background - Generation Z is the future larger group of consumers. Members of thisgeneration are key in the strategy of brands to remain competitive in the long-term. Buttheir loyalty is more difficult to get compared to other generations. It is assumed that itis linked to their specific expectations and the way brands handle them. Thus, theobjective of this study is to determine the real influence of these particular expectationson the two dimensions of Gen Z brand loyalty, attitudinal and behavioural.Method - Several hypotheses about the relationships between attitudinal loyalty,behavioural loyalty, ethical position, omnichannel experience, value for money,entertaining content and authenticity have been made. To confirm them, a questionnairetargeting French Gen Z and focusing on fashion brands has been sent via social mediaand answered by 150 respondents.Findings - The results of linear regressions show that value for money has a positiveinfluence on both attitudinal and behavioural loyalty. Also, omnichannel experienceinfluences behavioural loyalty positively while entertaining content influencesattitudinal loyalty positively. On the contrary, entertaining content has a negative impacton behavioural loyalty. So attitudinal loyalty as a moderating effect as its influence onbehavioural loyalty is positive. Ethical position and authenticity did not show anysignificant results.Conclusions - Value for money, omnichannel experience and entertaining content areespecially important to consider when it comes to Gen Z loyalty. Quite the reverse,ethics and authenticity are not as essential as suggested by many researchers andmarketers. Beyond this, the study contributes to knowledge by proving that brandloyalty should not be considered as a unit but as a multi-dimensional concept. Gen Zexpectations do not have the same influence on attitudinal and behavioural loyalty somarketers should be aware of that when building their strategy.

Följande studie är en induktiv kvalitativ studie baserad på semistrukturerade intervjuer. Syftet var att synliggöra europeiska naturvinsproducenters föreställningar om en certifiering av naturvin reglerad av EU. Studiens bakgrund belyser komplexiteten av begreppet naturvin samt certifieringar och deras effekt på marknaden. Även studiens teoretiska ramverk, Conscious Capitalism presenteras. Insamlade data transkriberades och analyserades med hjälp av en induktiv tematisk analys. Diskussionen använder det teoretiska ramverket för att lyfta resultatet i relation till marknaden och sedan certifieringar. Autenticitet, frihet och kontroll är några av de begrepp som resoneras kring. Resultatet visar på differenser i vinmakarnas föreställningar om naturvin vilket skapar svårigheter i att enas om en definition och certifiering. Möjligheten för en EU-reglerad certifiering av naturvin är utifrån producenternas föreställningar och drivkrafter begränsad som följd av deras varierande åsikter och arbetssätt. / The following study is an inductive qualitative study based on semi-structured interviews. The purpose was to explore European natural wine producers' perceptions of a certification of natural wine regulated by the EU. The background of the study illuminates the complexity of the concept of natural wine, as well as certifications and their effects on the market. Additionally, the study's theoretical framework, Conscious Capitalism, is presented. Collected data was transcribed and analyzed using an inductive thematic analysis. The discussion utilizes the theoretical framework to contextualize the findings in relation to the market and certifications. Authenticity, freedom, and control are among the concepts that are reflected upon. The results reveal variations in the participants' perceptions of natural wine, which pose difficulties in reaching a consensus on a definition and certification. The possibility of an EU-regulated certification of natural wine is limited based on the producers' beliefs and motivations as a result of their varying opinions and working methods.

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