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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

Det nya reklamlandskapet. En kvalitativ studie om influencer marketing på Instagram

Swenzén, Amanda, God, Linnea January 2018 (has links)
I takt med att Sverige har blivit digitaliserat spenderar befolkningen mer tid på sociala medier. Företag väljer därför idag att allt mer marknadsföra sig på sociala medier istället för via traditionella medier. Social media plattformen Instagram har ökat i tillväxt under senaste åren och är idag en populär plattform bland svenskarna, speciellt bland den yngre generationen. På sociala medier finns det personer som har ett stort antal följare, exempelvis har sportprofilen Zlatan Ibrahimovic 32,2 miljoner följare på Instagram. Detta i kontrast till tidningen Aftonbladet som har en räckvidd på 3,2 miljoner. Personer med ett ansenligt och betydande socialt nätverk på sociala medier plattformar kallas för influencers. Influencers påverkar människor i deras val av produkter och tjänster och kan hjälpa företag med deras marknadsföring genom att skriva om deras produkter och tjänster. Marknadsföring via influencers anses slagkraftigt eftersom att influencers följare anser dem vara trovärdiga. Dagens ungdomar är uppvuxna i den digitala eran och sociala medier är en naturlig del av deras liv. Dessutom klassas ungdomar till gruppen sårbara konsumenter och är mer mottagliga för olika marknadsföringsmetoder. Studien syftar till att få en djupare förståelse samt att redogöra för vad som påverkar ungdomars uppfattning om influencer marketing på Instagram. Vi har identifierat faktorer som påverkar ungdomars uppfattning om influencer marketing på Instagram. Detta för att kunna ge råd till företag som vill använda influencer marketing som marknadsföringsstrategi och för att kunna bidra till forskningen inom influencer marketing. För att undersöka detta har vi utfört tio intervjuer med ungdomar som är 18–19 år. Den teoretiska bakgrunden består av huvudområdena: attityder mot reklam, det nya reklamlandskapet och komponenter inom influencer marketing. Teorierna har sedan analyserats mot materialet från intervjuerna vilket har besvarat studiens problemformulering: Vad påverkar ungdomars uppfattning om influencer marketing på Instagram? Studiens resultat presenteras i en egenkomponerad teoretisk modell och bekräftar att det är tre faktorer som påverkar ungdomars uppfattning om influencer marketing på Instagram: användandet av Instagram, relationen till influencers och samarbeten mellan företag och influencers. Instagram har en betydande roll i ungdomars liv och en viktig del av deras användande av Instagram är att följa sitt sociala nätverk. Genom sitt sociala nätverk skapar ungdomar relationer till influencers. Relationen innebär att influencers har ett inflytande över ungdomar och skapas utifrån ungdomars intresse samt påverkas av ungdomars förtroende mot influencers. Innehållet i samarbetet och antalet samarbeten en influencer väljer att ha är viktigt för att ungdomar ska uppfatta samarbetet som trovärdigt, vilket i sin tur påverkar ungdomars förtroende för influencers och deras relation. Dessutom påverkar ungdomars förtroende för influencers, deras relation, hur accepterande ungdomar är mot influencers samarbeten. Relationen mellan ungdomar och influencers samt samarbetet i sig påverkar hur mottagliga ungdomar är för influencer marketing och hur de uppfattar fenomenet.
2

Instagram-Auftritte deutscher Hochschulbibliotheken

Arndt, Tina 18 April 2018 (has links)
Untersuchungsziel der vorliegenden Arbeit ist herauszufinden, welche Chancen das soziale Netzwerk Instagram für deutsche Hochschulbibliotheken bietet und in welcher Art und Weise diese umgesetzt werden. Darüber hinaus wird untersucht, wie deutsche Hochschulbibliotheken organisiert sind, um ihre Auftritte und Profile auf sozialen Netzwerken zu pflegen. Die Ergebnisse werden mit Hilfe einer Analyse von Beiträgen auf Instagram, sowie Experteninterviews gewonnen. Die Arbeit richtet sich an Social-Media-Beauftragte deutscher Hochschulbibliotheken, aber auch anderer Bibliothekstypen. Ebenso richtet sie sich an das interessierte Fachpublikum. Die Arbeit zeigt auf, dass es sich nicht immer für jede Bibliothek lohnt auf dem sozialen Netzwerk Instagram aktiv zu sein. Benötigt werden gewisse Ressourcen, um erfolgreich Präsenz auf dem Social-Media-Kanal zu zeigen. Dennoch bietet Instagram gute Möglichkeiten, visuell den Bestand und die angebotenen Dienstleistungen zu bewerben. In die Analyse flossen 292 Beiträge von sieben Instagram-Profilen deutscher Hochschulbibliotheken in Form von Fotos und Videos ein. Die gewonnenen Daten wurden statistisch ausgewertet. Darüber hinaus wurden Experteninterviews mit Mitarbeitern acht deutscher Hochschulbibliotheken durchgeführt, die sich für die Auftritte ihrer Bibliotheken in sozialen Netzwerken verantwortlich zeigten.
3

Využití sociálních sítí v marketingové komunikaci / Social Media Application in Marketing Communication

Nejedlý, Roman January 2015 (has links)
Diploma thesis describes the use of social media in marketing communication. Defines the extent of their efficient use and establishes procedures that can achieve maximum efficiency of communication to the market.
4

Využití sociálních sítí v marketingové komunikaci společnosti Broker Trust, a.s. / Use of Social Media in Marketing Communication of Broker Trust, Inc.

Nemetzová, Gabriela January 2016 (has links)
This thesis described the issue of using social media as a part of marketing communication for selected company. The main object was to analyse the current situation and propose tools that can be used in marketing communication for upcoming years. The analysis of the current situation included the analysis of internal and external environment, assessment of the current situation of the company and its competitiveness. Based on these data and interviews with company management has been proposed plan for improving the use of social media for the company.
5

Breaking the binary : exploring gender self-presentation and passing on #TransIsBeautiful on Instagram

Rutten, Theresa January 2018 (has links)
The advent of social media enabled sexual minorities, as LGBTQ+ people, to find a community online. However, it can be difficult for transgender people to express their gender identity without risking a form of social injustice, as transgender people are not included in the prevailing gender binary. This thesis explores how transgender people present gender on the hashtag #TransIsBeautfiul on Instagram and to what extent to what extent can a form of ‘passing’ be seen in how transgender people adhere to expressing societal gender norms. Goffman’s (1979) theory on gender display is adapted as a main framework to analyse 346 posts with a qualitative content analysis. The theories of gender display (1979) and self-presentation (1956) by Goffman and the concept of passing by Serano (2007) are also employed for a deeper understanding of the social construction of gender. Findings show a great diversity of gender self-presentations. Transgender people tend to express their masculinity and femininity in an exaggerated way, by emphasizing certain masculine and feminine aspects according to societal gender norms and therefore ‘pass’ as a ‘natural’ member of the gender binary. In complete contrast, there are also transgender people who challenge the gender binary by expressing themselves as non-binary. They represent themselves within and outside the gender binary by mixing and minimizing feminine and masculine aspects. These results show that for transgender people there are two ways of coping with societal gender norms and put the gender binary model into question.
6

Sociální sítě jako zdroj pro žurnalistiku v České republice / Social media as a source for journalists in Czech Republic

Žemličková, Martina January 2019 (has links)
This Diploma Thesis are focused on social media as a tool for journalists in Czech republic. It contains two main parts - theoretical and practical. In theoretical part, social media are described in general, and Facebook, Twitter and Instagram are described in more details. This part is focused mostly on current trends in social media usage. Theoretical part is also focused on journalist's source problematic, primarily in internet era, and on source's credibility and verifiability. These trends are more described for media field in USA and Czech republic. Theoretical part introduce the newest available studies in social media and journalism field. Practical part is aiming to verify or deny these trends through quantitative analysis of media content, focused on usage of citations from social media as a relevant source for articles. Quantitative analysis is supported with e-mail questioning amongst czech journalist, who complete a context to this issue with their opinion. The research shows that journalists in Czech republic use social media daily for their work and they are following their colleagues from USA, so they use citations from social media more carefully and they verify their sources more. The main reason is the fear of fake news spreading, which they perceive as the biggest thread for...
7

Možnosti využití sociálních sítí pro podporu podnikání / Possibilities of using social networks for business support

Kabíček, Ladislav January 2017 (has links)
Diploma thesis deals with the topic of social networks and their usage in terms of business support. The main goal of the thesis is to find out the possibilies of using social networks for business support in the perspective fitness industry. Theoretical part contains recent theoretical findings in areas of online marketing, social media, social networks and use of social networks for business. The analysis of the tools for monitoring and analysis of social networks is an important part of the theoretical part. One chosen tool is used for the comprehensive competitor analysis of online shops, that deal with online sales of fitness products and supplements. The outcome of the thesis is the system design of use of social networks for the support of competitiveness in chosen sector.
8

Social Engagements: Facebook, Twitter, and Arts Marketing

Brickler, Abigail 28 June 2019 (has links)
No description available.
9

Authenticity, performance and the construction of self : a journey through the terrestrial and digital landscapes of men's tailored dress

Bluteau, Joshua Max January 2018 (has links)
This thesis explores high-end and bespoke menswear, tailoring and fashion, asking the question - why do some men choose to spend large sums of money to have clothes made for them? Using tailors and high-end menswear as a lens, this thesis unpacks how men construct their notion of self in the digital and terrestrial worlds through the clothes that they wear and the identities they perform. Based on twelve months' terrestrial fieldwork in London and twenty-four months' concurrent digital fieldwork with Instagram, this thesis examines notions of dress, performance and the individual across a multi-dimensional fieldsite set within a blended digital and terrestrial landscape. The fieldwork comprised visiting and interviewing tailors, and observing inside their workshops and at their fashion shows. In addition, the analyst-as-client built relationships with tailors, and constructed a digital self within Instagram through the publication of self-portraits and images of clothing. This thesis is presented in four chapters, flanked by an Introduction and Conclusion. These chapters move from an exploration of terrestrial research in the first two, to an analysis of digital research in the latter two. Five major motifs emerge in this thesis: the importance of the anthropology of clothing and adornment within western society; the nature of the individual in a digitised world; the difficulty in conducting western-centric fieldwork without an element of digital analysis; a methodological restructuring of digital anthropology; and the idea that a digital self can acquire agency. This thesis employs a pioneering blended methodology which brings together the fields of digital anthropology, visual anthropology and material culture to question how selves are constructed in a rapidly changing and increasingly digitised modernity. In conclusion, the thesis argues that individuals construct multiple digital selves and a sense of identity (around the notion of 'authentic individualism') that is illusory.

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