Dissertations / Theses: 'INFLUENCE OF SOCIAL MEDIA'

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Duque, Juan Sebastian. "Social media influence : Qualitative study of Colombian consumer attitude toward social media and its influence." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65685.

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Master Thesis, Master of Science in Innovation through Business, Engineering and Design with specialisation in Business Administration Field of research: Business Administration, School of Business & Economics University: Linnaeus University, Växjö, Sweden. Course code:5FE07E Semester: Spring 2017 Author: Juan Sebastian Duque L. Examiner: Saara Taalas Tutor: Soniya Billore Title: Social media influence Subtitle: Qualitative study of Colombian consumer attitude toward social media and its influence Background: The reason for conducting this master thesis in the field of Colombian consumer perspective and the influences on social media, was due to the realisation that there was a need for an increased understanding of the influences that social media is making on Colombian consumer. Besides, the main question is why Colombia? This country is a developing country that its level of growth in multiple sectors is remarkable. It is a market that is attracting multinational companies and expanding with prestigious national brands. The furniture industry is one of the most competitive businesses in this country, therefore using every single resource to acquire customers is a relevant aspect to take into consideration. However, the digital marketing and e- commerce are just emerging. Therefore, there is a need to understand how the Colombian consumer perceives and is influenced by the social media. Also, as Colombia is ranked number 15 with the most daily active users worldwide, meaning that the digital market on social media has a high potential. Colombian consumers are different than European consumer regarding online and social media purchase. Therefore, it is important to understand their attitudes and cognition about this subject. Research question: Q1: How do Colombian consumers perceive the purchase of furniture products through social media? Q2: In which way social media influence Colombian consumer’s attitudes toward purchasing furniture? Purpose: Identify what is the Colombian consumer’s attitude and perception toward purchase furniture through social media. Also, recognising how does social media influence Colombian consumer attitudes toward buying furniture. Method: The research design was qualitative and abductive manner. The empirical data was collected through Semi-structure interviews. It was essential for this study to settle in the ontological part as consumers’ behaviour was examined. Conclusion: This research found that Colombian consumers have a negative attitude towards social media. Nevertheless, this first attitude tends to change when it comes to the influences that social media have in their final decision making when purchasing furniture. Also, the Colombian consumer is seeking for information on social media for every purchase they make. Reviews are a key aspect that they take into consideration when purchasing an item of furniture. These reviews have the power to influences their perception of products and their final decision either to positive or negative.

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Ndou, Delta Lau Milayo. "“According to social media…” Examining the influence of social media on political reporting within Zimbabwe’s mainstream media." Doctoral thesis, Faculty of Humanities, 2019. http://hdl.handle.net/11427/31099.

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The Internet’s liberative qualities have been hyped by a number of Zimbabwean scholars who argue, on the basis of the existence of online alternative media that carries political content, that democratisation can be technology-led. Given that the question of source selection is connected to the democratising potential of the Internet (Lecheler and Kruikemeier, 2016) by some scholars – this study interrogated the liberative potential of the Internet by tracing the social media sourcing patterns of four daily newspapers within Zimbabwe’s polarised mainstream media. Using a mixed methods approach which deployed Actor-Network theory as a preliminary methodological tool, this study collected and evaluated empirical data drawn from 146 social media sourced political stories published over a 30-month period and the responses from semi-structured interviews with purposively sampled participants – to account for the human and non-human actors in the news production network. A social constructivist analytical lens was then used to appreciate the contexts in which social media sourcing was being adopted in newsrooms, which revealed how unique circumstances had triggered unprecedented reliance on social media as a political news source. Those unique circumstances involved an escalation of factional fighting within the ruling ZANU PF that morphed into a propaganda war, which was waged through The Herald newspaper by one faction and through social media by the other faction. The public feud, which played out on social media, forced political reporters to gather story ideas from social media and overly rely on a few tech savvy elite sources. In these circumstances, social media’s influence on the political news agenda was overstated as it was conflated with the influence of a news event (ZANU PF factionalism) and the influence of social media users (high-ranking ZANU PF members) who could not be ignored. It is hoped that the findings of this study will contribute towards filling the lacuna in terms of scholarship demonstrating the influence of social media within Zimbabwe’s political narratives.

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Phung, Lena, and Luning Qin. "Perception of social media influencers : A study on evaluation of Social Media Influencer types for different beauty categories." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39848.

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Background: For years companies have been using SMIs to communicate their brands and influencer marketing has become a thriving concept in this social-media era. Beauty retailing industry, as a global business with the third biggest follower base on social media, makes itself qualified and valuable for the study of influencer marketing. Purpose: The aim of the thesis is to investigate which type of influencers would be more influential in promotion of beauty product categories. Furthermore, the study intends to research on consumers’ review habits, preferred traits of influencers and reasons behind the actions. Method: To accomplish the purpose of this study, we conducted an abductive approach by the aid of both qualitative and quantitative data. The data was gathered through a questionnaire and a focus group, primarily among students in international universities. This in order to reach out to young people with different nationalities since it is an international study. Conclusion: Top influentials and narrative experts are shown to be more efficient for influencer marketing in the beauty industry especially when they are perceived trustworthy. Additionally, we found that the influencers have an impact on the consumers most when it comes to information search and the evaluation of alternatives.

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Raita, Anca-Alexandra, and Aikaterini Gavrielatou. "The Social Media Influencer Effect on Consumers' Behavior : A qualitative study on macro social media influencers within the cosmetic industry." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-448052.

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This thesis is aiming at investigating how macro social media influencers are affecting the consumer’s behavior of an individual within the cosmetic industry, with the outlined question: How do macro social media influencers affect consumers' behavior in the cosmetics industry? This thesis considers notions within community, social media influencers and consumers’ behavior field. An abductive qualitative research approach has been selected for this research, where data was gathered through individual semi-structured interviews, semi-structured focus groups, and semi-structured observations. Moreover, collected data from the individual and focus groups was analyzed based on the thematic coding approach, as well as in accordance with the presented analytical framework. The thesis concludes that macro social media influencers affect consumers’ behavior through their content and formed communities, to consume more and repeatedly, desire to reach a certain experience through consumption or behave in a certain manner individually or collectively.

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Håkansson, Amanda, Emelie Jansson, and Noah Kapteijn. "The Mystery of Social Media Influencers Influencing Characteristics : An exploratory study on how social media influencers characteristics influence consumer purchase intentions." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-96457.

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Background: Social media have had a big influence on consumers engagement and the upcoming of social media influencers. Social media influencers are often seen as people who are similar to their audience and could be seen as strong opinion leaders. Social media influencer marketing is becoming more and more beneficial for businesses to implement in their marketing strategy. In order to know how to choose the right SMI for the cause, it could be useful to consider four specific characteristics of social media influencers. The characteristics have previously been examined in quantitative research, focusing on the relationship between the characteristics and purchase intention. Therefore, a certain need to explore how this relationship influence consumers’ purchase intentions has been identified. Purpose: The purpose of the study was to explore how consumers purchase intentions are influenced by social media influencers characteristics. The question that was asked in the study was how does each of the characteristics of social media influencers influence consumers’ purchase intentions. Methodology: This thesis used a qualitative approach and was of exploratory nature. The data was gathered through unstructured in-depth interviews based on a purposive sample considering the age group (millennials born between 1980-1996) as well as the participants frequently consuming social media influencers. The researchers verified theoretical saturation at six interviews. Conclusion: The main findings of this thesis entail how consumers’ purchase intentions are influenced by social media influencers characteristics. What was concluded is that there are eight categories that explain how the respondents thought that social media influencers can achieve with being attractive, being perceived as similar to their consumers, being authentic and being trustworthy in order to influence their purchase intentions.

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Burke, Kayleigh Elizabeth. "Social Butterflies: How Social Media Influencers are the New Celebrity Endorsement." Thesis, Virginia Tech, 2017. http://hdl.handle.net/10919/78221.

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The rapid growth of visual microblogging platforms, such as Instagram, has created new opportunities for brands to communicate with stakeholders. As these platforms evolve, brands have had to adapt in order to use the available social media platforms to gain visibility in the millennial audience. Recently brands have turned to online 'celebrities' known as a social media influencer (SMI) to distribute information and influence consumers' product perceptions. This specifically has become a common tactic in communication and marketing efforts with the fashion and beauty industry. Ample research is available on the effects of celebrity endorsements but currently there is a gap in research pertaining to the consumer's perspective towards SMIs and SMIs effects on consumers. The online experiment completed in this thesis addressed how promotion of a product by a SMI affects perceptions of consumers on Instagram by measuring social comparison and self-congruity. This is accomplished by comparing participant's product perception to promotional posts on Instagram by a SMI, brand, and unbranded retail source. A three-condition experiment (SMI, Brand, Control) compared effects of product perception, social comparison, and self-congruity. A questionnaire consisting of 48 questions pertaining to SMI, self-congruity, social comparison, and product perception was completed by 151 participants. Significant relationships were found between the source of the promotional post (SMI, Brand, Control) and product perception. There was also a correlation between self-congruity and social comparison towards the SMI as well as product perception. Results suggest that the post source influences product perception. Results also indicate consumers' perception of the SMI effects product perception. These results provide practical implications for communication practioners who utilize social media. The rapid growth of visual microblogging platforms such as Instagram, is creating new opportunities for organizations to communicate with stakeholders. Brands have used social media platforms in order to gain visibility in the college age audience. Currently there is a gap in research pertaining to SMI and their effects on consumers. This online experiment will address how promotion of a product by an SMI affects perceptions of consumers on Instagram through social comparison and self-congruity theory by comparing responses to a product promoted by an SMI to the same product promoted by the promoted by the brand and to an unbranded retail source. A questionnaire consisting 34 of questions pertaining to SMI, self-congruity, and social comparison will be asked to 180-240 participants. The participants will be randomly assigned one of nine Instagram posts to accomplish stimulus sampling across the three conditions: three from SMI, three from brands, and three from an unbranded retail source
Master of Arts

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Liu, Y. (Yahui). "The influence of social media on business processes." Master's thesis, University of Oulu, 2013. http://urn.fi/URN:NBN:fi:oulu-201310121791.

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Business process reengineering (BPR) has been discussed over 20 years. Nowadays, social media is widely used by companies in doing business. It plays the role to influence business processes. This thesis aims to answer the question: “How does social media change the major business processes?” The prior research in the disciplines of BPR and social media is reviewed first. Based on the literature, a framework used to illustrate the influence of social media on business processes and degrees is developed. In the framework, four types of communication (firm-to-customer communication, customer-to-firm communication, internal-firm communication, and customer-to-customer communication) are discussed in four main business processes (marketing/sales, services, product, and personnel.) Finnair, because of its activity of using social media, is introduced in detail as an example. The story of Finnair using social media supports the framework. The relationship between BPR and social media is found that is medium.

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Pace, Torrian M. "The Influence of Social Media on Eyewitness Accounts." Youngstown State University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=ysu1433759197.

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Gu, Xiaoting. "The influence of social media on chinese college students' social activism." Scholarly Commons, 2012. https://scholarlycommons.pacific.edu/uop_etds/839.

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Guided by Uses and Gratifications Theory, this study investigated the relationship between Chinese college students' use of social media and their social activism. Data collected from a goup-administered survey of 309 undergraduate students at a large university in eastern China was used to answer four research questions. The results indicated that Chinese college students who used social media for information seeking were likely to participate in individual social activism. Besides, students who used social media for self-status seeking and information seeking were likely to participate in collective social activism. No significant correlation between entertainment motivation and social activism were found. Neither can socializing motivation predict Chinese college students' social activism. In addition, gender had an impact on individual social activism and frequency of social media use could affect both individual and collective social activism.

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Holmgren, Hanna. "Plant-based diets on social media : How content on social media influence for maintaining a lifestyle." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-35973.

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Plant-based food has recently been a frequently addressed topic for scientific research, mainly because of its benefits for the environmental sustainability, human health and animal welfare. Nonetheless, there is limited research on how people maintain a plant-based diet, as well as research gaps on the topic in relation to media and communication studies. The purpose of this research is to provide new empirical data on how social media can inspire and/or influence a person to maintain a plant-based lifestyle. Using a qualitative method of in-depth interviews, the aim is to understand how content on social media motivates people to make sustainable movements in their real life. In other words, the research will provide insights on how a lifestyle can be upheld with the help of social media. As a theoretical basis for the study, the following theories have been applied: The uses and gratification theory, cultivation analysis theory and social cognitive theory. The findings suggest that social media is a useful tool for a person that wants to maintain a plant-based diet. Facebook, YouTube and Instagram are preferred online platforms for seeking and sharing information about the lifestyle and the most interesting contents for upholding a plant-based diet are food pictures, personal blogs and vlogs, documentaries about the environment and animal welfare, as well as product news and different discussions in virtual groups. The result also shows that people are most likely to change a behaviour after seeing content on social media that makes them emotional, in a positive or negative way.

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Adenola, Janet Temitope. "Entrepreneurs of Social Media : How Social Media Influencers differ from other Social Media Users." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-45665.

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Background: Over the years, traditional entrepreneurs started businesses due to either pull or push factors within their environments. Research has been carried out in profiling different types of entrepreneurs and their characteristics. The social media influencers are new forms of entrepreneurs who recently appeared due to changes in the technological environments. The existence of social media platforms has enhanced the possibility of entrepreneurial activities online. The platforms are available for everyone, but some have more entrepreneurial orientation or characteristics than others. Purpose: The aim of this research is to measure the entrepreneurial orientation and the characteristics of social media users, compare social media influencers with other social media users, to determine if differences exist. Methods: This research uses the Individual Entrepreneurial Orientation scale (Bolton & Lane, 2012) and the Individual Personality Traits measuring scale (Al Mamun, Bin Yusoff, & Ibrahim, 2018). This is a deductive study, testing the above-mentioned theories on social media users, and a quantitative study aided using data collected from online survey. Conclusion: The results of this study show that Social Media Influencer have higher entrepreneurial traits than non-Social Media Influencers. The result also supports the three-factor structure and satisfactory reliability of the IEO scales and subscales. Subsequently, I found out that non-SMIs do create online contents and carry out entrepreneurial activities online too.

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Provaznik, Daniel Wade II. "Mitigating foreign social media influence campaigns in U.S. elections." Thesis, Massachusetts Institute of Technology, 2020. https://hdl.handle.net/1721.1/129126.

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Thesis: S.M. in Technology and Policy, Massachusetts Institute of Technology, School of Engineering, Institute for Data, Systems, and Society, Technology and Policy Program, September, 2020
Cataloged from student-submitted PDF version of thesis.
Includes bibliographical references (pages 105-117).
The 2016 U.S. presidential campaign was rife with scandal, the greatest of which the Department of Justice exposed in detail in a 2018 indictment that charged a shadowy Russian organization known as the Internet Research Agency (IRA) with organizing thousands of fictitious individuals and organizations across virtually every social media platform to manipulate the beliefs of real American voters. The goal of this manipulation was to elect then-candidate Donald J. Trump as the 45th President of the United States. This thesis performs a deep dive analysis into the IRA's influence campaign on one social media platform: Twitter, and identifies worrying trends in account creation, tweet volume, and tweet content that indicate growing investment into IRA operations. This marked expansion of Twitter activity likely signals growing Kremlin enthusiasm behind social media propaganda and confidence in its ability to affect the beliefs of American citizens. This data analysis and a full review of the public and private policy landscapes before and after the reveal of IRA operations aims to inform the next round of proposed election security legislation following the 2020 U.S elections. I conclude by calling upon the upcoming 117th Congress to take immediate action and fulfill its duty to protect the integrity of U.S. democratic institutions in light of Russia's past attempted interference and chilling reports that the Kremlin has learned from its past mistakes and continues to refine the art of laundering fabricated narratives to undermine democracies around the world.
by Daniel Wade Provaznik, II.
S.M. in Technology and Policy
S.M.inTechnologyandPolicy Massachusetts Institute of Technology, School of Engineering, Institute for Data, Systems, and Society, Technology and Policy Program

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Sizikova, Evelina. "Social Media- A New Instrument to Influence Brand Value." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-125069.

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With the rising power of Internet and especially social media which includes different communities, blogs, portals(1) , etc., nowadays brand value, - its creation and control, is not in the hands of the companies anymore, but is shifted to the consumers. One aim of this paper is to investigate and try to prove the existence of social media influence on brand value. Another goal is to introduce a different vision of brand value in connection with Internet and the rise of social media's influence on consumer's minds. For the purpose of this research the terms brand value and brand equity would bear equal meanings. My theory, which I would like to introduce, was borrowed from biology and physics, namely from I.P. Pavlov's studies and his conditioned reflex theory(2) and the physics part is based on the dispersion of light theory which was first introduced, as we know, by Isaak Newton(3). I dare to say, that nowadays creation of brand value in consumer minds works the same way. When someone, man or woman, hears a brand name, a picture and a feeling, either positive or negative is immediately formed in the person's mind from personal experience with this brand. If not, then the brand is an unfamiliar one, thus we have to rely on a provided opinion, which was previously usually conveyed to us by family, relatives and close friends while recently, also by our growing virtual community. At the beginning of the thesis, I will present the theoretical background and data on World Wide Web and social media, followed by a concise description of some of the existing brand equity models, afterwards introducing my own vision on significant brand value components, elaborating on this theory with the help of relevant case studies and researches. Brand equity has generally been defined as "a brand's power derived from the goodwill and name recognition that it has earned over time, which translates into higher sales volume and higher profit margins against competing brands"(4). Further on in the second chapter I will bring together more definitions on brand equity/value to be able to propose a modified one, components of which will be discussed thoroughly in the same chapter. The main goal of my Master Thesis is to analyze the existence of a dependency between social media and brand value. A second goal is to assess whether the impact is a positive or a negative one or is a mixture of both.

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Quiroga, Sofia. "The influence of Social Media : A Qualitative Study Researching if Social Media has an influence on Women between the ages of 18 - 25." Thesis, Högskolan i Gävle, Avdelningen för socialt arbete och psykologi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-24000.

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The aim of the research was to study if social media usage had any influence on women between the ages of 18 – 25. The research questions answered were: How does Social Media influence young women? How do young women perceive their usage of SM related to their interaction with people? The study was qualitative and made five deep one-on-one interviews, held with semi-structured questions and used convenience sampling. The literature consisted of five articles related to the topic and the theoretical framework used was the social constructionist theory and the top-down, bottom-up factors theory. The results found in the study were that these women were influenced by SM on how they look upon their bodies. Further, news and companies influence the participants through SM in negative manners, but at the same time they experience SM as a great tool of communication. Thematic analysis was used when analysing.

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Grande, Steven. "Factors that influence use of social media among older adults." Thesis, California State University, Long Beach, 2015. http://pqdtopen.proquest.com/#viewpdf?dispub=1586505.

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The use of social media by older adults is on the rise. Social media allows older adults to keep meaningful connections with friends, family, and life. Social media allows older adults to stay connected through prevailing frailty, geographical displacement, and morbidity. The purpose of this study was to evaluate the effect of use or non-use of social media on social-connectivity/loneliness and depression, and the effect of demographic variables including sex, age, income, and educational level on the use of social media. There were a total of 67 participants in the study. The data revealed that income was a significant factor in the use of social media. Moreover, lower income participants used social media significantly less than the upper and middle income level participants. This study was created to specifically look at participant's use/non-use of social media and therein introduced specific factors that could have possibly varied when compared.

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Nonis, Elisa <1987&gt. "Marketing, Social Media e Digital Influence. Il caso Mamme blogger." Master's Degree Thesis, Università Ca' Foscari Venezia, 2013. http://hdl.handle.net/10579/3294.

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Il presente lavoro di ricerca analizza l'evoluzione del ruolo del marketing in seguito all'espansione dell'utilizzo delle piattaforme web 2.0. I social media rivestono ormai più importanza dei media tradizionali nel processo di raccolta di informazioni da parte dei consumatori. Le forme di partecipazione delle imprese nell’economia digitale riguardano tre principali generi di media: gli “earned media”, i “paid media”, e gli “owned media”. Considerata l’importanza dell’integrazione di queste tre forme, la tesi analizza la copertura che l’azienda riceve da siti e blog non di sua proprietà (earned media). I contenuti creati dagli utenti finali hanno la caratteristica di influenzare maggiormente le opinioni di quei consumatori che, nella fase intermedia della scelta (presa in considerazione del prodotto, preferenza, azione), cercano informazioni nel web. Si analizzano inoltre le caratteristiche degli individui in grado di influenzare, gli strumenti per individuarli e le fasi del processo di influenza, al fine di comprendere come una collaborazione azienda-influencer possa indurre benefici al business aziendale. La tesi esamina un caso concreto: il caso delle Mamme Blogger. Seguendo l’esempio americano, infatti, anche le aziende italiane stanno iniziando a collaborare con le mamme blogger. Nella fase di maternità le donne italiane trovano il tempo per scrivere blog e creare una sorta di rete amicale nella blogosfera. All’interno di questa comunità di mamme i discorsi ruotano attorno alla quotidianità, alle salute, e anche attorno ai prodotti per la casa, per la cura e la crescita del bambino etc. La capacità di influenza e di coinvolgimento che creano le mamme blogger nei confronti delle loro lettrici è forte al punto che le aziende sono spinte a stringere delle forme di collaborazione al fine di migliorare la propria immagine. L’evoluzione è quella di un target non più da colpire ma con il quale stringere relazioni forti.

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Fendi, Maria. "Young people`s awareness of the influence of media photos." Thesis, Malmö högskola, Fakulteten för lärande och samhälle (LS), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-28210.

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Bhattacharjee, Abhishek. "Measuring Influence Across Social Media Platforms: Empirical Analysis Using Symbolic Transfer Entropy." Scholar Commons, 2019. https://scholarcommons.usf.edu/etd/7745.

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Social media platforms are interconnected environments that influence each other. Information from one social media platform spreads to another. This thesis proposes a platform-independent framework to analyze information transfer across social media platforms. This thesis uses Symbolic Transfer Entropy and Statistical Significance Test to measure influence and optimize the time window of influence between different platforms. To validate the framework, the thesis analyses the temporal activity dynamics and the information transfer across three different platforms, Reddit, Twitter and GitHub. Two data driven studies are described in this thesis. The first study finds the optimum time windows of influence between the three platforms during two different cyber attack events on cryptocurrency exchanges. It finds that specific types of activities are more influential than others, and optimum time interval changes with pre, during, and post event days. The second study applies information revealed in the first study and specifically the optimal time window to link cross-platform information cascades from Twitter and Reddit. The case-study is a heuristic that, we show, can reduce the search space for connecting information cascades across different platforms.

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Nordström, Linn, and Rebecca Pannula. "Under the influence : A quantitative study about social media influencers different attributes effect on online purchase intent." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-48269.

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Research Questions: How does influencer marketing affect online purchase intent? How do social media influencers’ trustworthiness, expertise and attractiveness affect online purchase intent? Purpose: The purpose of this study is to investigate the relationship between online purchase intent and social media influencers, as well as how their attributes affect this relationship. Method: This empirical study consists of a quantitative online survey with 476 respondents. Conclusion: The results of this study revealed that social media influencers have a positive impact on online purchase intent. Furthermore, the collected data could confirm that trustworthiness has a clear impact on online purchase intent, while expertise and attractiveness showed no significant impact.

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Virkkunen, Paula, and Elsi Norhio. "Becoming a Social Media Influencer : Describing the journey of becoming a successful social media influencer." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-44168.

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Gritt, Emma Louise Jessica. "The influence of social media on information behaviour : a policing context." Thesis, University of Leeds, 2018. http://etheses.whiterose.ac.uk/20770/.

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This research explores the information behaviour in a UK policing context with a focus on how social media influences their everyday work practice. More specifically it focuses on the policing of low-level crime and anti-social behaviour. Police tasks vary from structured and routine, to environments that are uncertain, complex and time pressured. Digital technologies such as social media have the potential to disrupt and destabilise existing work activities through the way people communicate, interact and share information. This is particularly the case for information intensive organisations such as police, which have, in recent years, started to engage with social media. There is a lack of empirical research on police use of social media and how it fits with existing work practices. Similarly there are limited studies that explore information behaviour in policing, and more specifically the mediating role of social media within this context. Therefore it is important to understand firstly how social media influences existing work practices and secondly how it influences information behaviour. To address these research questions, this research takes an interpretive approach using activity theory as a methodological and analytic framework. Semi-structured interviews and observations were conducted in three policing organisations. In exploring the first question it was found that the same tool (social media) was used in multiple ways, which created new and different ways of policing low-level crime and anti-social behaviour. This in turn led to new and distinct information behaviours in three different contexts. Three models of use were identified. In the emergent model, social media is used to share information with the public but a high degree of ambiguity constrained work practices, which also led to information avoidance. In the augmented model, social media is enhancing existing policing activities and is used for information seeking and to support decision making. In the transformed model, a radical change in policing activities is taking place. This led to new collaborative information behaviours evolving. This study provides new insights by highlighting the complexity and layers of police use of social media in practice. To the authors knowledge no other study has yet to dig below the surface of social media use and explore how police adopt social media in practice and how this adoption manifests in different and emerging information behaviour.

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Ly, Kicki, and Liyu Hu. "Gender Difference Influence on Attitude toward Social Media among Chinese Consumers." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-1117.

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Social media is developing rapidly and China has become the largest market of social media usage. Due to numerous international social media platforms being unavailable in China, Chinese consumers have different usage and attitude of social media from those in other countries. According to previous studies, consumers’ usage and attitude of social media can be different due to their gender. Due to these two factors, it is interesting to study gender differences in attitudes toward social media in a Chinese context. By using questionnaires, data are collected from students in Shanghai, China. By applying SPSS, analysis of the results shows that Chinese online consumers basically have positive attitude toward using social media and positively think social media influence them. Most of Chinese respondents spend more than 1 hour on social media daily. Generally speaking, Chinese consumers use social media in order to communicate with others and search for different events. As to gender difference, Chinese women are more likely to follow a famous person by using social media than men. Both men and women use Wechat and Weibo the most frequently.

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Teutsch, Doris [Verfasser], and Sabine [Akademischer Betreuer] Trepte. "News endorser influence in social media / Doris Teutsch ; Betreuer: Sabine Trepte." Hohenheim : Kommunikations-, Informations- und Medienzentrum der Universität Hohenheim, 2021. http://d-nb.info/123699065X/34.

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Erstadius, Jessica, and Johanna Larsson. "Social media influencers : En kvalitativ studie om hur konsumenter uppfattar social media influencers och företagssponsrade inlägg." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-30709.

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Abstract As the media intensity increases, it becomes more difficult for companies to obtain people's attention, and a risk that the message will pass its target audience arises. Social media has generated new possibilities for companies to be able to profile their message and reach specific target audiences. Within all groups in society there are certain people who have an ability to influence others. These individuals have become more important on social media. Several names have been used in previous research to describe them, in this paper the term social media influencers, SMIs, will be used. Through collaborations with SMIs, companies can promote their organization or their brand. During this process, the authors of this paper have found several studies which focuses mainly on how companies should identify the right SMIs to collaborate with and also what distinguishes these individuals. The authors recognize that less research has been dedicated to studying this phenomenon from the consumers’ perspective. Therefore, this study aims to contribute to the research in this specific area. The purpose of this study is to get an insight in consumers’ attitudes towards social media influencers, as well as how consumers value and perceive corporate-sponsored posts by influencers on social media. A qualitative approach was used in this study, based on fifteen interviews with consumers who use social media in which they follow one or more SMIs. The empirics have then been analyzed based on the theoretical framework, which mainly consists of theories and previous studies within the field of marketing communication, among others buzz-marketing, sponsorship, product placement and covert marketing. The conclusion of this paper is that none of the respondents had a positive attitude towards corporate-sponsored posts. The respondents tend to trust SMIs that are genuine and have a sense of humor. The respondents trusts information from other consumers more than they trust information from companies. The credibility for SMIs decreases when they get financial compensation to publish corporate-sponsored posts. Keywords: SMI, social media, influencer, corporate-sponsored posts, trust, attitudes, credibility
Sammanfattning På grund av den ökade medieintensiteteten blir det svårare för företag att fånga människors uppmärksamhet, det uppstår en risk att budskapet passerar dess tilltänkta målgrupp. Sociala medier har skapat nya möjligheter för företag att kunna profilera sitt budskap och nå ut till specifika målgrupper. Inom alla grupper i samhället finns vissa typer av personer som har en förmåga att påverka andra människor, inom samma grupp. Dessa personer har fått ökad betydelse på sociala medier och benämns inom tidigare forskning med flera olika namn. I denna studie kommer de benämnas social media influencers, SMIs. Genom samarbeten med SMIs kan företag marknadsföra sin organisation eller sitt varumärke. Under denna process har uppsatsförfattarna funnit flera tidigare studier som har fokuserat på hur företag kan identifiera de rätta personerna att samarbeta med samt vad som utmärker dessa personer. Samtidigt har uppsatsförfattarna upplevt att mindre forskning tillägnats åt att studera fenomenet ur konsumenternas perspektiv. Därför ämnar denna studie att bidra till forskningen på detta område. Syftet med denna studie är att få en inblick i konsumenters attityder gentemot social media influencers samt hur konsumenter värderar och uppfattar företagssponsrade inlägg från dessa. Undersökningen har genomförts med en kvalitativ ansats bestående av femton personliga intervjuer med konsumenter som använder sociala medier samt följer någon eller några SMIs inom dessa. Empirin har därefter analyserats utifrån det teoretiska ramverket, vilket huvudsakligen består av teorier och tidigare studier inom marknadskommunikation, bland annat buzz-marknadsföring, sponsring, produktplacering och dold marknadsföring. Slutsatsen i denna studie är att ingen av respondenterna i studien hade en positiv attityd gentemot företagssponsrade inlägg. Respondenterna känner mer förtroende för SMIs som är äkta, har humor och kan bjuda på sig själva. Respondenterna har även större förtroende för information från andra konsumenter än från företag. Vetskapen om att SMIs får finansiell kompensation för att publicera företagssponsrade inlägg gör att trovärdigheten för dem minskar. Nyckelord: SMI, sociala medier, influencer, företagssponsrade inlägg, förtroende, trovärdighet, attityder

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Billberg, Fredrik, Johan Horn, and Simon Liljedahl. "Employee social media actions, a potential brand destroyer? : A quantitative study regarding how employee's actions on social media influence brand attitude." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75902.

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The communication means used by marketers has fundamentally changed with the rise of social media, however social media has also created a landscape that is hard for the companies to manage. What the employees says on these medias could influence the brand and therefore, companies have formulated guidelines for social media in order to minimize the risk of damaging the brand. The purpose of this study is to explain how employees’ actions on their private social medias change consumers’ brand attitude negatively.This study uses a quantitative approach with a cross-sectional research design. The study uses primary data which was gathered through a questionnaire and was later analyzed through the use of descriptive statistics, ANOVA and Cronbach’s alpha. It was concluded that the results from this study show a negative change in brand attitude in all of the three presented hypotheses. Hence, employee actions on their private social media can change brand attitude negatively.

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Lopez, Joshua. "Social Media's Influence on Consumers' Purchase Intentions." Scholarship @ Claremont, 2019. https://scholarship.claremont.edu/cmc_theses/2132.

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The focus of this study is to explore the effect social media have on influencing consumers’ purchase intentions for different brands. More specifically, this paper aims to examine how different social media communication styles for a brand, such as firm generated content (FGC) and user generated content (UGC), influence consumers’ purchase intentions for different brands when valenced either positively or negatively. Firm-generated content is a communication style which is essentially a form of advertising that is completely controlled by a brand and follows a marketing strategy (Schvinski & Dabrowski, 2016). User-generated content is an original communication style created by consumers that are unrelated to any specific brand and is disseminated via the internet (Daugherty, Eastin, & Bright, 2008). The participants of this study were 61 undergraduate liberal arts college students from southern California. Participants in the study were exposed to various brand descriptions and social media posts and tasked with indicating their purchase intentions for these brands. The results of this study imply that different communication styles as well as different brand valences significantly influence consumers’ purchase intentions. Positively valenced brands positively influenced purchase intentions while negatively valenced brands negatively impacted purchase intentions. FGC was shown to have a more positive effect on purchase intentions than UGC, however, UGC was shown to have a strong negative influence on purchase intention when UGC posts were valenced negatively.

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Hackbarth, Heather. "MEDIA INFLUENCE ON YOUNG ADULTS SEXUAL ATTITUDES AND BEHAVIORS." Master's thesis, University of Central Florida, 2006. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/3414.

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Research has shown that sexual content is prevalent in television programming and that this content can have an effect on the viewer's attitudes about sex. This study examined this relationship within the theoretical framework of cultivation and social cognitive theories. This study used a survey to examine these relationships in young students at a large southeastern university. The researchers targeted freshmen, many in their first semester, for this study to get the best measure of attitudes, before they were influenced by college life. In addition to examining the effects of television viewing, the researcher looked at the effects of exposure to other media that may contain sexual content, such as magazines, Internet, DVD's, video games, and music. The study did not find significant relationships between television viewing and students' sexual attitudes and behaviors, but it did find several strong relationships among sexual attitudes and behaviors and students' exposure to other forms of media that may contain sexual content, including music, films, video games, and DVDs.
M.A.
Nicholson School of Communication
Arts and Sciences
Communication

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Manneh, Mariama. "The Influence of Social Media on E-commerce : Fast Fashion Multinational Companies." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-23842.

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Aim: The aim of this thesis is to analyse the influence of social media on fast fashion e-commerce multinational businesses and to identify the aims of Corporations using social media and why they adopt it as a marketing strategy to meet their long term objectives. Methodology Approach: This research study utilised a qualitative approach which comprises of primary and secondary data in order to conduct research and gather empirical evidence to evaluate the research aims and questions and to fill the gap that previous researches have not sufficiently covered. This thesis involved the use of a multiple case study by interviewing four international fast fashion companies based in Sweden, Stockholm. These companies are Bik Bok, River Island, Monki and Vero Moda. The researcher used a face to face interview method and telephone method. In total ten (10) interviews have been conducted. Findings: The main finding of this research study is that the four e-commerce companies employed social media as a marketing strategy. Through thorough analysis it was found that Instagram was the most dominant of all social media platform. The use of social media marketing is vital for these fast fashion e-commerce businesses as they can have direct contact with their customers, attract new customers and to get to know their target market. These four companies opened an e-commerce business to offer product datasheet and to expand market for niche products. However, social media have also influenced few of these e-commerce businesses by the use of word of mouth. Limitations: The limitation of this study is the lack of having the perspective of managers in the department of social media. The work could have been improved if the researcher was able to be in contact with those people in order to have a better validation of this research study. Moreover, there were inadequate resources or authors that have specifically covered the influenced of social media on fast fashion e-commerce firms and how they operate. This could be seen as the research gap. Suggestions For Further Research: As this research study only covers the influence of social media on fast fashion e-commerce businesses.Further study can be conducted on the perspective of fast fashion e-commerce customer’s perspective. Moreover, a bigger sampling of respondents can be collected rather than only collecting data from 2 or 3 people from each company. There might be a possibility if the chosen sampling was bigger; the researcher could have had more concrete and solid research study.

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Wesner, Kristin Anne. "Social comparison of romantic relationships the influence of family, friends, and media /." [Ames, Iowa : Iowa State University], 2008.

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Parker, Jazma Mekelle. "Law Enforcement Perception of Social Media as an Influence in Mass Shootings." ScholarWorks, 2019. https://scholarworks.waldenu.edu/dissertations/7891.

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Mass shootings have been a persistent issue in the United States, and the underlying factors that continue to influence this crime are not yet evident. This study explored the effects of social media as an influence on mass shootings in the United States. Its purpose was to address the role of social media in spreading opinionated ideologies. The research question addressed the role of social media in influencing the actions of perpetrators of mass shootings in the United States. The study framework was based on the social-ecological model to facilitate classification of the susceptibilities of social media users to adverse ideologies; 7 experts on mass shootings were interviewed in the study. Findings revealed that social media tend to influence mass shooting in 4 capacities: as enablers of the conceptualization process of the crime until the final act of mass violence; as facilitators of the individual or personal agenda of the mass shooter; as platforms that harness emerging technology for knowledge building during the planning phase and create operational efficiency for the final act; and as coordinators of group or symphonic terrorism. Government authorities in charge of combating mass shootings perform their tasks through actionable intelligence, legislation and policy, training of police and other first responders, mechanical barriers or deterrents, and brainstorming for new techniques and strategies. They are, however, constrained by considerable odds, which often come conjointly with their methods of crime resolution and strategies. Predictive technologies, as vehicles to fight or prevent mass shootings, have limiting influences on government action, particularly relating to the First and Fourth Amendments and the culture of hate that is nurtured and sustained through social media.

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Alibakhshi, Reza. "Essays on User Engagement in Social Media : understanding the Influence of Emotions." Electronic Thesis or Diss., Jouy-en Josas, HEC, 2022. http://www.theses.fr/2022EHEC0003.

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Ma thèse porte sur l'étude du rôle des différents aspects des émotions dans l'influence de l'engagement des utilisateurs de médias sociaux. J'étudie en particulier la façon dont divers attributs émotionnels du contenu des médias sociaux sont rendus possibles par les nouvelles capacités des médias sociaux, et influencent l'engagement des utilisateurs avec divers types de contenus comme le texte, l'image et la vidéo. Le premier essai examine l'influence de la dissonance entre les sentiments intégrés dans le contenu visuel et textuel des messages multimodaux des médias sociaux sur l'engagement des utilisateurs. Dans cet essai, je m'appuie sur la théorie de la dissonance cognitive pour proposer le concept de sentiment dissonance et pour examiner empiriquement son influence sur l'engagement des utilisateurs dans les messages des médias sociaux. En s'appuyant sur l'analyse des médias sociaux au niveau des messages du premier essai, le deuxième essai étudie les attributs des émotions qui varient dans le temps au niveau du profil des médias sociaux, ainsi que de leurs attributs au niveau des messages des médias sociaux. Plus précisément, j'examine l'influence de la variation dynamique des émotions dans les profils de médias sociaux à travers les principes de la théorie de la dynamique des émotions et de la théorie de l'affect de l'échange social afin d'évaluer l'influence des caractéristiques des émotions qui varient dans le temps dans les profils de médias sociaux sur l'engagement des utilisateurs. Ce faisant, j'ai l'intention de mieux comprendre l'influence des attributs émotionnels dynamiques et statiques des profils de médias sociaux sur l'ampleur et sur la longévité de l'engagement des utilisateurs dans les messages des médias sociaux. En étendant les essais précédents au nouveau contexte de la publicité vidéo dans les médias sociaux, le troisième essai exploite les attributs des émotions qui varient dans le temps pour examiner les mécanismes par lesquels les expressions émotionnelles continues dans les vidéos publicitaires, influencent l'engagement des utilisateurs. Plus précisément, en m'appuyant sur la dynamique des émotions et la théorie de la capacité d'attention, j'examine la variabilité et la prévisibilité des émotions dans les vidéos publicitaires sur les médias sociaux à travers les concepts de variabilité émotionnelle et d'inertie émotionnelle. Les résultats de cette étude nous aideront à mieux comprendre comment les attributs émotionnels des vidéos incitent les utilisateurs à regarder et à s'engager dans les vidéos publicitaires sélectionnées
My thesis focuses on investigating the role of different aspects of emotions in influencing social media (SM) user engagement. In particular, I investigate how various emotional attributes of SM content, which are enabled by novel SM capabilities, influence user engagement with various types of content such as text, image, and video. The first essay examines the influence of dissonance between the sentiments embedded in the visual and textual content of multimodal SM posts on user engagement. In this essay, I leverage cognitive dissonance theory to propose the construct of sentiment dissonance and empirically examine its influence on user engagement with SM posts. Building on the SM post-level analysis of the first essay, the second essay investigates the SM profile-level time-varying attributes of emotions alongside their SM post-level attributes. Specifically, I examine the influence of dynamic emotional variation across SM profiles through the tenets of emotion dynamics theory and affect theory of social exchange to evaluate the influence of time-varying features of emotions in SM profiles on user engagement. By so doing, I intend to better understand the influence of dynamic and static emotional attributes in SM profiles on the magnitude and longevity of user engagement with SM posts. Extending prior essays to the novel context of SM video advertisement, the third essay leverages the time- varying attributes of emotions to examine the mechanisms through which the continuous emotional expressions in advertisement videos influence user engagement. Specifically, building on emotion dynamics and capacity theory of attention, I examine the variability and predictability of emotions in SM advertisement videos through constructs of emotional variability and emotional inertia. The findings of this study will help us better understand how the emotional attributes of videos impel users to watch and engage with the advertisement videos

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Cnattingius, Linda, and Gustafsson Ella Wirstad. "Act or interact? The perceived influence of social media on millennial prosocial behaviours." Thesis, KTH, Skolan för elektroteknik och datavetenskap (EECS), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-254755.

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With modern communication technology advancements, activist expression has become more common on social media platforms. Especially susceptible to these expressions is the millennial generation, whose lives are greatly permeated by media technology. This thesis aims to explore in what ways the social media platform Facebook inuences millennials’ motivation to engage in substantial prosocial behaviours that are intended to benet other people or society as a whole. Through mixed-method research design, participants’ attitudes towards Facebook as a platform for activism and its inuence on prosocial motivational aspects, was explored. Results indicated that previous habits of supportive engagement and the cost of the supportive action inuenced how the likeliness and motivation to engage in substantial supportive actions was aected by Facebook interaction. More precisely, higher levels of previous engagement, as well as engagement in costly, prosocial actions contributed to an increased motivation to engage further in such actions. Furthermore, social and contemporary aspects showed to play a large part for participants’ motivation to engage in costly and substantial prosocial actions.‌
I samband med dagens kommunikationsteknologiska framsteg har aktivistiska uttryck blivit allt vanligare på plattformar för sociala medier. Särskilt mottagliga för sådana uttryck är millenniegenerationen, från engelskans ’milliennials’, vars liv till stor del genomsyras av medieteknik. Denna studie har för avsikt att utforska hur den sociala plattformen Facebook påverkar motivationen för individer tillhörande millenniegenerationen att engagera sig i konkreta prosociala beteenden som har som syfte att gynna andra människor eller samhället som helhet. Genom kombinerade kvalitativa och kvantitativa forskningsmetoder utforskades deltagarnas attityder gentemot Facebook som en plattform för aktivism, och dess inverkan på prosocialt motiverande aspekter. Resultaten visade att tidigare vana av engagemang samt kostnaden av den välgörande handlingen påverkades av Facebook-interaktion. Närmare bestämt, högre nivåer av tidigare engagemang samt engagemang i kostsamma, prosocial handlingar bidrog till en ökad motivation till fortsatt engagemang i sådana handlingar. Vidare påvisades sociala och samtida aspekter spela en viktig roll för deltagarnas motiatt engagera sig i kostsamma och konkreta prosociala handlingar.

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Sokolova, Valeriia. "Social media in US presidential elections 2012 : How different use of social media can influence behaviour and participation of the online audience." Thesis, Uppsala universitet, Institutionen för informatik och media, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-211688.

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Social media is playing a significant role in our everyday life. New tools are emerging everyday and offer the users exciting opportunities. Not just ordinary people use social media.It became very popular among companies, politicians and government. But using social media does not guarantee one instant success and benefits. The right appliance of social media technologies can do wonders. Barack Obama brilliantly illustrated that during his presidential campaign in 2008.In 2012 social media technology was yet again at the heart of the Obama’s campaign. His challenger, Mitt Romney, also engaged digital technology into his campaigning process. However, the attention and participation Romney generated online was more humble compared to Obama, who yet again mastered the technology. This thesis studies the differences in social media use between the two campaigns and aims to find out how different use of social media can influence behavior and participation of the online audience. The study addresses the theory of communicative action, new social movements theory and agenda setting.

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Martin, Andrea Roxanne. "Family and media influence on perceived body image." CSUSB ScholarWorks, 2007. https://scholarworks.lib.csusb.edu/etd-project/3078.

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This study has found that negative body image is present in third graders, as young as seven years of age. One interesting finding was that a high number of students who viewed body-oriented magazines had a negative body image.

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Holtmer, Josefin, and Frida Ekström. "Medias granskning av socialtjänsten : - en kvalitativ undersökningen ur ett socialsekreterarperspektiv." Thesis, University of Kalmar, School of Human Sciences, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hik:diva-1467.

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Many social services cases have been reviewed in the media during the last years. One of those cases is “Lasse and Karin”, handled by the Social Services in Oskarshamn in 2002. Lasse and Karin had their son taken into custody by the Social Services and the case was reviewed in national media. Through this case the Social Services received much attention, of which most was negative, and their handling of the case was greatly criticized. From this particular case as well as others alike it, our interest developed into this study. This is a qualitative study, based of sex depth interviews with Social Welfare Secretaries in three different municipalities. Our aim with this study is to examine how the Social Welfare Secretaries are influenced by media coverage of their work, focusing on their handling of cases. We also compare how these influences vary between Social Welfare Secretaries who have personal experience of media reviews, and the Social Welfare Secretaries who have not yet been reviewed by the media. The study has a sociological and social psychological perspective. Our purpose with this study is to learn more about how the Social Welfare Secretaries experience the media coverage of social service cases, how the Social Welfare Secretaries relate to media articles and how they, in their occupational role, handle the pressure of being reviewed by media. Some of the people we interviewed have personal experience of media reviews while others only have experienced the reviewing of colleagues through media. The result of the study shows that the Social Welfare Secretaries experience media reviewing as tiring, strenuous and one-sided. Because of this, their trust in the media was low. However, they all agreed that media could be used to promote the Social Services in a positive way.

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Gashi, Linda. "Social media influencers - why we cannot ignore them : An exploratory study about how consumers perceive the influence of social media influencers during the different stages of the purchase decision process." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-17470.

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Social media is connecting individuals all over the world, where the power of interaction and information sharing has shifted from companies to consumers. Since companies now have a harder time reaching out to consumers, social media influencers have been used as a solution to influence the purchase decisions of consumers and thereby drive purchases. However, while social media influencers are said to have an impact on the purchase decisions of consumers, less is actually known about the influence on all stages of the purchase decision process. As the purchase decision is not solely based on its own but rather follows from a series of steps, also called the purchase decision process, more research based on this area is of importance. Therefore, the purpose of this thesis is to explore how consumers perceive the influence of social media influencers during the different stages of the purchase decision process. In order to gather consumers’ perceptions about the influence of social media influencers, a qualitative study has been conducted where thoughts and experiences of participants have been studied. The findings of this study show that social media influencers ability to provide content, expertise, attractiveness, social identity and trust shows evidence of how the influence of social media influencers play an important role in each and every stage of the purchase decision process of consumers. The implications of this thesis is that the study could be of use to companies who seek to engage in influencer marketing and want to better understand how social media influencers affect consumers. The original value of the study is that it acknowledges how the influence of social media influencers affects all stages of the purchase decision process, as no previous study has explored this context.

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Zottola, Maria Francesca <1995&gt. "Chinese social media in influencers era." Master's Degree Thesis, Università Ca' Foscari Venezia, 2020. http://hdl.handle.net/10579/16740.

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My job of thesis has the purpose of analyzing the role and the use of social media within Chinese society. It is known that Chinese social media has its own landscape and paradigm, which is totally different and has totally different issues than occidental social media. I want to explain how Chinese society developed and changed due to the use of social media under many aspects. The structure of my thesis is split into three chapters. In the first chapter I analyze all the most popular occidental and Chinese social media and I make a comparison among them. Facebook, Twitter, Whatsapp and Instagram are occidental, but also very popular in Asia, but they are banned by Chinese government, but this absolutely means a gap or a desert in Chinese internet and social media because they built a totally independent social media model made of QQ, Wechat, Renren, Sina weibo and many other social media. In the second chapter I want to describe how these social media had an impact on Chinese society and especially on the market, since in the third chapter, in fact, I write about Chinese influencers, who actually are called “kol”, literally key opinion leaders who completely changed Chinese market and consumer choice on purchases. I describe some of the most famous influencers in China and each of them is specialized in specific aspects of life such as: fashion, food, daily life. The conclusion of this work thesis is that social media nowadays have become a fundamental part in daily life, especially in China, and people have to deal with this new situation.

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Darner, Anna, and Nickie Arvidsson. "Virtual influencers : Anonymous celebrities on social media." Thesis, Tekniska Högskolan, Högskolan i Jönköping, JTH, Datateknik och informatik, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-45303.

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Virtual influencer is a new phenomenon operating on social networks. Since this is new, there is not a lot of research about that field. Therefor the purpose of this study is to get a better understanding about virtual influencers and how they operate on instagram. Which will be done by identifying which key factors that needs to be considered in the process of creation and management of a virtual influencer. Experiment has been used as a method. A virtual character has been created as well as its account on instagram. During 2 months, data has been collected and has revealed that there are different factors that can impact the creation and management of a virtual influencers account. The key factors that have been identified are the realism of the character, the changing algorithm of instagram as well as the accounts content itself. Firstly, the character should be realistic but the fictional part of it should be at least noticeable in order to generate curiosity. Secondly, the instagram algorithm makes a difference if it is managed right. The last key factor is the content of the account itself; it needs to be adapted to the audience and the content in the posts as well as the overall aesthetic of the feed need to be visually appealing in order to raise interest.

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Pilka, Titas. "Climate Change Communication on Twitter : Influence of Media Logic." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-37265.

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This study examines how media logic of news reporting influences climate change journalism on Twitter. It is of great importance that the information about climate change is being properly communicated to the public. However, it is often problematic to send the right message to the public, that would result in public acting towards protecting environment. This happens due to media logic of news reporting that impacts the way climate change is presented by the media. However, previous research indicates that the audience is more likely to trust journalists on Twitter, meaning that is likely for climate change to be represented more accurately there. For this reason, this thesis examines whether this is the case with environmental journalism on Twitter. The aim of this research is to identify the impact of Twitter’s counter-hegemonic discourses towards climate change reporting, to what extent they affect media logic of news reporting. This is done by conducting quantitative content analysis on environmental journalists’ tweets about climate change. Journalists are divided into two groups for comparison of influence of media logic: staff and freelance journalists. The findings demonstrate that when in it comes to credible reporting, staff environmental journalists are less likely to oppose media logic in comparison to freelance journalists. Additionally, neither type of journalist is likely to oppose media logic when it comes to providing public participation promoting reporting. Research is based on Altheide’s theory of media logic.

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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 conducted with eight experienced Instagram users and the research findings show that influencers can be defined in different ways and have different meaning for different people. They are also considered to be a source of great influence. The findings also show that the view on influencer marketing is relatively negative and that influencers, with the exception of some, are not particularly credible as marketers. Furthermore, we discuss several factors that may affect the credibility of an influencer.

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Cernat, Dana <1996&gt. "How social media influences our food consumption." Master's Degree Thesis, Università Ca' Foscari Venezia, 2022. http://hdl.handle.net/10579/21064.

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Food has always been a primary and vital need for humans to survive. It deeply connects us to our culture, to our social heritage, and is part of our history. Over the centuries human beings have evolved and food with them. We have passed from the consumption of simple products, consumed directly without transformation, for example, the berries that were found, to more complex products, that were transformed by people, an example could be the production of a cake. If food was a mere form of sustenance at first, it assumes other meanings. Over the years, the attention that society and humans have given to food has grown more and more. This transformation of the food and beverage role has changed over the years and historical events. The aspects of historical and social change will be analysed in the first chapter, both at a global level and at an Italian level, with a change in consumption as a subsequent consequence. The scandals that happened in the last decades changed our food consumption and have led to the development of a new perception of food. Today, great importance is given to food quality and safety, two factors that have become decisive for the consumer. In the last part of the chapter there will be a paragraph dedicated to Coronavirus Covid-19 and its effects on food consumption. The lockdown hanged consumers purchases, the purchase of some products as flours, wine, canned food increased, otherwise some fresh food decreased. This change was a direct effect on the situation people lived, and their emotions. In the second chapter, we are going to analyse the consumption and its changes through the years. It is important to mention the social role of food in our society. Food is not just food, is something more, it is union, culture, identity, is a special moment that we spend with our family or friends. Food is the mirror of society. When we are eating, not only taste is primarily involved, but all the five senses. When we have a dish in front of us, first we look at it with our eyes, as a result esthetical aspect is fundamental, because we decide to eat it or not if that product is beautiful and pleasant to our eyes. Moving forward there is the smell, a dish should smell delicious. Products consumption is influenced by our social class, ethnicity, and history. We will analyse customer characteristics, defining his habits and rules about food shopping. Nowadays the consumer is more concerned about the resources used to produce the good, the workers’ exploitation, the environmental situation, for this reason, pay more attention to sustainability: consumers are trying to reduce their environmental footprint buying local, seasonal food and reducing waste. After the analysis on the consumer and the social contest, in the third chapter of the thesis I will focus on social media, starting with their historical background and moving to their connection with food. Nowadays the consumer is part of the social media online community, in particularly he is connected to social network, where it is possible to receive suggestions, support and information on food and its preparation. There are Instagram and Facebook pages, where people can share their home-made recipes and give and receive a suggestion from other members. In these contests, the consumers are influenced by the opinion leader. Here the consumer can express their opinion on brand and products and suggest to others to use it or not. Community online conversations are very important for companies because they represent the first step of a process called word of mouth (WOM). Word of mouth means every positive or negative opinion of people outside the companies about their products. WOM can influence the decision to acquire a product or a service and influence our perception. For companies is complicated managing the WOM because is out of their control but at the same time they can try to gain a positive advantage.

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Huffstetter, Olivia Claire. "Feminist Pedagogy, Action Research, and Social Media: TabloidArtHistory's Influence on Visual Culture Education." The Ohio State University, 2021. http://rave.ohiolink.edu/etdc/view?acc_num=osu1619043241765287.

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Jitu, Halima Abedin, and MD Atiqur Rahman. "The influence of celebrity endorsement through social media on impulsive buying in Sweden." Thesis, Högskolan i Gävle, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-33412.

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Aim The authors seek to explore the impact of celebrity endorsement through social media on consumer behavior, specifically on impulsive buying. Methodology The quantitative research approach was adopted, and a questionnaire was administered to university students in 3 cities (Gavle, Uppsala, and Stockholm). The primary data was collected from the students’ responses to the questions (127-members survey). For achieving the results mentioned in the results chapter, SPSS 17 was used for the data analysis. In the study, secondary data was collected through scholarly journals, books, and articles. Findings The findings show that the popularity of the celebrity affects the buying behavior of customers (purchase motivation or purchase intention). The results revealed that marketers need to use recognized factors to motivate and influence consumers’ buying intention on social media as suggested by the consumer. The perception of the customers is that Marketers will do well to control the purchasing behavior of customers, and if possible the influence of celebrity endorsement through social media on impulsive buying. Contribution to the study Theoretical contribution This study adds a theoretical contribution to impulsive buying towards consumers’ buying behavior in the emerging field of marketing theory. Celebrities can play a vital role in influencing customers through using social media platforms which can impact their buying decision. In addition to the social media effect, the authors have chosen to continue the Pavlovian model for consumer behavior, adapting it to success, as did the other two separate factors that lead to an impulse purchase which is the convenience of e-commerce and impulse decision. The theory explores the actions of consumers in detail and aims at a much deeper understanding of thought and shifting attitudes based on both external and specific environmental factors. Managerial contribution Celebrities create positive awareness through their influence and arouse the need in the mind of customers. Motivated customers are interested in buying and making instant decisions. The attitude of graduate students could be vital for marketers to promote products through this channel. The research asks actually that if, in the case of support for the chosen celebrity and not just any celebrity, details should be collected and a commonly known celebrity is strategically positioned then the research would change their preconceived ideas about certain target markets. Limitations and suggestions for future research The authors recommend that the results presented are not generalizable to other universities or countries. The focus of this study is limited to a particular segment with various constraints, in changing situations, to obtain students’ perceptions of different opinions and methods to influence the decision-making behavior of consumers with celebrities' help through social media. The point of view may differ from one demographic segment to another, so the authors will recommend extending/expanding the sample size with various demographic features for similar studies in the future. The impulsive buying behavior of customers is largely influenced but still, there is a gap between the product category and customers’ preference. Furthermore, the new study can be done on how consumer buying behavior may affect based on contextual influence such as involving time pressure, situational impact based on the channel of promotion(online and offline ), as the number of customers, is increasing very rapidly.

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Reddy, Vijay Paul. "The influence of social media on international students' choice of university and course." Thesis, Queensland University of Technology, 2014. https://eprints.qut.edu.au/79391/4/Vijay%20Paul%20Reddy%20Thesis.pdf.

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This thesis is a qualitative study of the influence of social media on the university and course decision making process of international students. It examines the role of social media in influencing international students' decisions on course and university selection and the role of social media in meeting their information needs. It also gathered inputs on how universities could engage, collaborate and communicate using social media communities and channels for more effective recruitment strategies.

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Wilcox, Shelby. "The Influence of Social Distance and Attitudes on Processing Health Messages about Electronic Cigarettes on Social Media." The Ohio State University, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=osu1561759035574032.

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Akrami, Azin, and Jinyue Yao. "The effect of social media interactivity on relationship quality." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-106130.

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With the development of technology, the speed of social media development is getting fasterand faster. The relationship between the company and its customers is getting closer.Company profits are increasingly affected by the quality of the relationship betweencustomers and the company. Therefore, relationship quality has become a key research topicfor the company. The interaction of social media will affect the quality of the relationshipbetween the company and its customers to a certain extent. This study examines therelationship between the quality of the relationship between the company and its customersand their interactions on social media. In addition, this research also examines commitment,trust, satisfaction, responsiveness, social influence, and media richness. These factors mainlyaffect the relationship between relationship quality and social media interaction. This studydescribes how to analyze the impact of social media interactions on relationship quality froma customer's perspective. In order to answer the research questions and obtain customers'opinions, this paper uses quantitative research to interview customers of different types ofbrand social media through questionnaires. From what customers feel about the company’scommitment to customers, trust, and customer satisfaction through social media interactions,the impact of social media interactions on the quality of the relationship between thecompany and customers can be derived. In order to promote the development of the company

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Anspach, Nicolas Martin. "The Facebook Effect: Political News in the Age of Social Media." Diss., Temple University Libraries, 2016. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/368181.

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Political Science
Ph.D.
This dissertation extends the media effects literature into the realm of social media. Scholars have long known that partisan news contributes to political polarization, but claim that such effects are often limited to those who tune into politics. Social media, however, can filter political information to those typically uninterested in politics. Because social media feature entertainment and political news in the same space, entertainment-seekers may inadvertently see political news that they normally avoid in traditional media contexts. Through a combination of observational research, survey experiments, and field experiments, I demonstrate that social media facilitate personal influence, drawing new audiences to political news. This increased exposure to partisan media contributes to political polarization, regardless of the ideological congruence between source and receiver, or of news- or entertainment-seeking habits of the audience. But the most important contributions of this dissertation are how it demonstrates the need for scholars to use innovative methods that incorporate personal influence into social media studies, and that it draws scholarly attention to inadvertent media effects for entertainment-seeking audiences. Social media bring political news to new audiences numbering in the millions. Political communication scholars would be remiss not to investigate their influence.
Temple University--Theses

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Alshati, Alshayma Y. "Factors that influence pharmaceutical industry stakeholders' behavioral intentions to use social media that influence decision making for healthcare." Thesis, Brunel University, 2017. http://bura.brunel.ac.uk/handle/2438/16481.

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The aim of the research was to investigate the industry-related factors and their influences on behavioural intention with regard to the acceptance and use of social media for providing increased healthcare care to society, and supporting the decision-making processes of patients, pharmacists and physicians in the pharmaceutical industry in Kuwait, with regard to the healthcare needs of society. The key rationale and motivation for undertaking this research was to understand the industry-related factors that influence the behavioural intention to use social media discussion forums by people making decisions related to healthcare. It also examined how social media is used as a means of providing knowledge and awareness about the ways in which social health and the well-being of people can be increased. The focus of this research had a social motive, to promote the health of people, as opposed to a technology-related consideration. The research study made use of the positivist paradigm, along with the deductive approach to address the research aim and objectives. The data for the research study was collected in three phases. In the first phase, interviews were conducted with nine respondents, who included physicians, pharmacists and customers of the pharmaceutical companies, as an exploratory phase. This was followed by a survey questionnaire in the second phase, the sample size of which was determined as 440. This was also conducted with physicians, pharmacists and customers of the pharmaceutical companies in Kuwait. In the third phase, a final interview was conducted with seven physicians, seven pharmacists and seven customers, using the information gained from them to derive a logical and valid conclusion for the research study. The research findings determined that the four key constructs that influence behavioural intention to use social media discussion forums are: effort expectancy, social influence, performance expectancy and trust, while the five moderators in this regard are gender, age, experience, education level and health condition. Furthermore, the findings revealed that the two pharmaceutical industry-related constructs that influence behavioural intention while using social media discussion forums are: (1) authenticated credibility by industry support and (2) trust. The pharmaceutical industry-related moderators are: (1) educational level, which includes educational stage and medical knowledge, and (2) health conditions. The findings also revealed that the current practice of behavioural intention in respect of social media adoption and usage by pharmaceutical customers (pharmacists, physicians) and consumers in Kuwait highlights the addition of perceived trust as an industry-related construct, and education level and health conditions as the industry-related moderators. The research modified model BIUSF (Behaviour intention to use social media forums) has been developed on the basis of the primary data findings and analysis with respect to the pharmaceutical industry of Kuwait.

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Kadivar, Nima, and Branzell Lina Eek. "Social Media Influencers : Vad tycker dagens kvinnor?" Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21996.

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I takt med den ökade betydelsen av symbolisk konsumtion har begreppet Social Media Influencers, SMI, grundats. SMI är ett samlingsbegrepp för de oberoende personer som genom sina sociala medier påverkar och inspirerar sina följare genom att vara en förebild inom mode, skönhet, livsstil, hälsa och inredning. SMI representerar dagens opinionsledare då de genom sina sociala medier sprider marknadsföring som människor uppfattar som uppriktig och genuin. Idag används SMI strategiskt av företag för att nå ut till kunder på ett individualiserat och anpassat sätt. Den här nya typen av marknadsföringsstrategi kan ses som en modern version av Word of Mouth (WOM). Marknadsföringsstrategin grundas i att informationen som kommer från en SMI ofta uppfattas mer som rekommendationer än reklam. SMI har en betydande roll på marknaden idag då det är viktigare än någonsin att visa upp vilken social grupp man tillhör. Speciellt för unga kvinnor, som finner det viktigt att passa in och följa nya trender. Instagram är utsedd till en av de mest skadliga sociala medierna för ungdomars mentala hälsa. Detta då det bidrar till en ohälsosam självbild och skapar höga krav på människors liv. Samtidigt som SMIs roll på marknaden växer, blir konsumenter allt mer reklamtrötta. Därför ifrågasätts SMI som fenomen och 329 kvinnor runt om i Sverige har besvarat en webbenkät kring sin inställning till SMI på Instagram. Det är tydligt att många kvinnor har svårt att bilda en konkret uppfattning kring sin inställning till fenomenet och många varierar sig i sina ställningstaganden. Undersökningen visar att kvinnor med högre utbildning och i äldre åldrar är kritiska till budskapen SMI sprider via Instagram, medan kvinnor med lägre utbildning och i den yngre generationen anser marknadsföringen från SMI som uppriktig och ärlig i en högre grad. Undersökningen visar också att trots att många kvinnor har en negativ inställning till SMI säger de sig ändå handla produkter som SMI rekommenderar.
In line with the increased importance of symbolic consumption the notion of Social Media Influencers, SMI, has been found. SMI is a concept used to describe independent people who both influence and inspire other people on their social media channels by being a role model in fashion, beauty, lifestyle, health and interior design. SMI represents today’s opinion leaders by using their social media channels to spread advertising and marketing to people who perceive the information as sincere and genuine. Today SMI are used in companies business strategies to reach out to customers in a individualized and faithful manner. This new kind of marketing strategy can be seen as a modern version of Word of Mouth (WOM). The purpose by using this kind of marketing is that the information that comes from an SMI are often perceived more as recommendations than advertising. SMI’s got a significant role on the market today and it’s more important than ever before to show what social group you belong to. Especially for young womens, who finds it important to fit in and follow the last trends. Instagram is one of the social media platforms which is the most detrimental for young people’s mental health. It contributes to an unhealthy self-image and creates high demands on people's life. At the same time as SMI is rapidly growing, consumers gets tired of being constantly chased by advertising. Therefore people are now questioning SMI as a phenomenon. 329 women in Sweden have participated in a web survey about their approach to SMI at Instagram. It’s shown that many women find it hard to form a concrete perception of their attitude towards the phenomenon and many women varies in their positions. The survey shows that older women and women with higher education are critical towards what SMI’s are posting on Instagram, while women with lower education and in younger generations consider SMI's marketing to be sincere and honest. The survey also shows that despite the fact that many women got a negative attitude towards SMI, they’re still keen on buying whatever that SMI recommends them to buy.

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Jung, Sang Uk. "Identifying high value customers in a social network: individual characteristics vs. social influence." Diss., University of Iowa, 2012. https://ir.uiowa.edu/etd/3322.

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Firms are interested in identifying customers who generate the highest revenues. Typically, customers are regarded as isolated individuals whose buying behavior depends solely on their own characteristics (e.g., previous purchase behavior, demographics etc.). In a social network setting, however, customer interactions can play an important role in purchase behavior. This thesis develops a generalizable methodology to identify high-value customers in a network. Previous work on social networks has focused most attention on modeling the interaction between individuals and understanding the positions of individuals in a network (e.g., measuring the influence of an individual based on his/her degree of network centrality). Little is known about how network influence directly translates into the benefits to the firm. In this study, the importance of taking into account both an individual characteristics and network effects when measuring customer value is argued. Drawing upon the spatial statistics literature, a spatial autocorrelation model is constructed that explicitly shows how these effects interact in generating firm revenue. This model is applied to a unique user-level dataset from a popular online gaming company in Korea. The data contain information about demographics of individual gamer, interaction between gamers, behavior within the game environment, and revenues generated by each individual. First, we propose a static model studying gamers' revenue in one period. We quantify the relative impact of an individual characteristics and network effects on revenue. The proposed static model shows better forecasts of an individual's value within a network for the firm than the benchmark models. The empirical analysis shows that individuals who are most influential in a network sense are not necessarily individuals who have the highest customer value. Next, we incorporate the spatio-temporal aspects of social influence in a network into the static model. This model is extended to construct the spatial dynamic model to forecast revenue in a social network. Second, we account for the homophily effects by separating the contemporaneous network effects out into the contemporaneous, temporal, and spatio-temporal effects. The proposed spatial dynamic model allows us to quantify an individual value in a network in a long-term perspective. The dynamic model is shown to outperform the static, and the other benchmark models in quantifying an individual value in revenue generation to the firm. Lastly, a dynamic coevolution model to account for homophily is suggested and discussed for future research.

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Dissertations / Theses on the topic 'INFLUENCE OF SOCIAL MEDIA'

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