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Instructors: Prof. Dr. Martin Meißner
Event type:
Seminar
Org-unit: Corporate Management & Economics
Displayed in timetable as:
Advanced Marketing
Hours per week:
3
Credits:
6,0
Location:
Campus der Zeppelin Universität
Language of instruction:
Englisch
Min. | Max. participants:
5 | 20
Priority scheme: Standard-Priorisierung
Course content:
Each year our research seminar is dedicated to a specific research topic. The aim is to practice the application of research methods and to contribute to a current research topic by conducting an empirical study.
This topic for this year’s seminar is influencer marketing and celebrity endorsement. Social media-based influencer marketing has evolved into an important strategic element of digital marketing strategies. Marketers use social media influencers to communicate key product messages and build up brand images. Due to a large number of followers, some influencers have even reached a celebrity status, so that successful influencers use collaborations with companies as a main source of income.
Your task to conduct an empirical study that examines an interesting phenomenon relating to influencer marketing. Introductory course will provide the required background knowledge, i.e. introduce the persuasion knowledge model. Additional lectures provide the required statistical knowledge that you need to successfully conduct your empirical study. These lectures also include a basic introduction to SPSS.
Seminar groups consists of three (up to a maximum of four) students. You will set up an online questionnaire and collect the data online (minimizing potential risks of a shutdown due to a potential new Corona outbreak).
Educational objective:
Design, implement and conduct your own empirical study.
Analyze your dataset (including moderation and mediation effects).
Communicate your empirical study results.
Further information about the exams:
Grading
1. Final presentation of study results (25% of the grade)
In the final presentation, you shortly explain the objectives, design and implementation of your empirical study. You present key findings and relate them to previous empirical findings from the literature. You also provide some key insights how marketing managers could potentially make use of your empirical findings. Finally, you reflect on limitations of your study and discuss opportunities for future research. Your presentation should not be longer than 45 minutes and is followed by a Q&A session.
2. Seminar paper (75% of the grade)
The seminar paper summarizes the results presented in the final presentation in a concise form. A page limit of 15 pages (plus a non-limited appendix for the presentation of graphics, source codes, data tables etc.) should not be exceeded. The page limit for a group of four students is 20 pages.
Admitted Aids:
none
Mandatory literature:
Boerman, S. C., Willemsen, L. M., & Van Der Aa, E. P. (2017). “This post is sponsored”: Effects of sponsorship disclosure on persuasion knowledge and electronic word of mouth in the context of Facebook. Journal of Interactive Marketing, 38, 82-92.
Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology & Marketing, 34(4), 481-495.
Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of Consumer Research, 21(1), 1-31.
Hughes, C., Swaminathan, V., & Brooks, G. (2019). Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns. Journal of Marketing, 83(5), 78-96.
Hwang, K., & Zhang, Q. (2018). Influence of parasocial relationship between digital celebrities and their followers on followers’ purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computers in Human Behavior, 87, 155-173.
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