How Social Media Influencers Co-Create Brand Value in the Digital World? : Exploratory research investigating Gamers and Opinion Leaders as Social Media Influencers and the process of Brand Value Creation in the Digital World.

Bankova, Kamelia; Stancheva, Pavlina

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How Social Media Influencers Co-Create Brand Value in the Digital World?: Exploratory research investigating Gamers and Opinion Leaders as Social Media Influencers and the process of Brand Value Creation in the Digital World.

Bankova, Kamelia

Stancheva, Pavlina

2021 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis

Place, publisher, year, edition, pages

2021. , p. 76

Keywords [en]

Co-Creation Theory; Social Media Influencers (SMI); Brand Value; Word-of-Mouth (WoM); Netnography; Mimicry; Gamers; Streamers; Opinion Leaders; Online Community.

National Category

Social Sciences Sociology Media and Communications Economics and Business

Identifiers

URN: urn:nbn:se:hj:diva-54576ISRN: JU-IHH-FÖA-1-20211466OAI: oai:DiVA.org:hj-54576DiVA, id: diva2:1591739

Subject / course

JIBS, Business Administration

Supervisors

Servadio, Luigi

Examiners

Melander, Anders

Available from: 2021-09-15 Created: 2021-09-07 Last updated: 2025-10-13Bibliographically approved

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fulltext(1167 kB)

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