How do influencer marketers affect brand associations? : a semiotic Instagram study in the sports fashion industry
Influencer marketing is an important tool to change and reinforce consumers brand associations. Influencers post content that is trying to create intended brand associations. The consumers’ reactions then decide what the realized brand associations are. The purpose of this study is to explore throug...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
| Published: |
Högskolan Kristianstad, Avdelningen för Ekonomi och arbetsliv
2018
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-18290 |