Thesis
Influencer marketing: the voice of a media brand
Master of Science (M.S.), Drexel University
Jun 2021
DOI:
https://doi.org/10.17918/00000705
Abstract
Influencer marketing has become the current trend in marketing and advertising due to the proliferation of content creators on social media. These content creators include both celebrities and non-celebrities who generate content to engage with the audience. In today's digital age, influencer marketing is implemented through various platforms, and social media is the foundation of most influencer campaigns. As media brands seek innovative ways to engage with their audience, incorporating influencer marketing helps them achieve this goal. Consumers make decisions such as purchasing and watching a recommended movie based on their trust in an influencer's expertise shown on social media. This study will explore how audiences' perception of influencer-generated content affects a media brand's influencer marketing strategy and its brand recognition on social media.
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Details
- Title
- Influencer marketing
- Creators
- Sanjana Babu
- Contributors
- Helen Claire Cowart (Advisor)Michelle McHugh (Advisor)
- Awarding Institution
- Drexel University
- Degree Awarded
- Master of Science (M.S.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- vii, 105 pages
- Resource Type
- Thesis
- Language
- English
- Academic Unit
- Television (and Media) Management; Cinema and Television; Drexel University; Antoinette Westphal College of Media Arts and Design
- Other Identifier
- 991014999848804721