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Indirect Marketing through Influencers on Social Media: Comparing Faceebok paid advertisement services to advertisement by influencers on social media
KTH, Skolan för industriell teknik och management (ITM), Industriell ekonomi och organisation (Inst.), Entreprenörskap och Innovation.
2015 (engelsk)Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
Abstract [en]

Social media platforms are an increasingly popular advertising medium, because ofthe opportunities for targeted advertising they provide, but there are also opportunitiesto pay prominent content generators, known as influencers, to publicize brands.This thesis focuses on a case study with Truecaller, a Swedish mobile applicationcompany, advertising in Egypt through a sarcasm page on Facebook. Sarcasm isa very common trait in the everyday life in Egypt and Truecaller is an establishedbrand in the market. The results show that it is more cost effective to pay the sarcasmpage to joke with the company on Facebook, than paying Facebook to promotethe company’s page. The cost per impression was 27% lower, while the cost per userengagement was 31% lower and the cost per user reached was 5% lower. Overall thecampaign increased the number of average application downloads per day by 30%.

sted, utgiver, år, opplag, sider
2015. , s. 36
Serie
Examensarbete INDEK ; 2015:37
HSV kategori
Identifikatorer
URN: urn:nbn:se:kth:diva-169728OAI: oai:DiVA.org:kth-169728DiVA, id: diva2:825206
Fag / kurs
Entrepreneurship and Innovation Management
Utdanningsprogram
Master of Science - Entrepreneurship and Innovation Management
Presentation
2015-05-26, Stockholm, 14:00 (engelsk)
Veileder
Examiner
Tilgjengelig fra: 2015-06-30 Laget: 2015-06-23 Sist oppdatert: 2015-06-30bibliografisk kontrollert

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