Sökning: "Jon Ones"

Visar resultat 11 - 11 av 11 uppsatser innehållade orden Jon Ones.

1. 11. Dold marknadsförings effektivitet i sociala media

   Kandidat-uppsats, Företagsekonomiska institutionen

   Författare :Jon Ones; Sara Edholm; Caroline Schramm; [2010]
   Nyckelord :;

   Sammanfattning : In this paper the authors examine three questions: 1) Is stealth marketing messages posing as status updates on Facebook a more effective way of advertising than traditional web banners? 2) What impact has learning about stealth marketing practices in social media on consumer attitude and post purchase behaviour? And finally 3) Will different generations respond differently to these questions? Our findings show that stealth marketing in social media is not more effective than traditional web banners. Furthermore, the result indicates that when consumers find out about stealth marketing practices it will have a negative impact on future purchase intensions and brand image. LÄS MER