Sökning: "Brand Platform"

Visar resultat 16 - 20 av 248 uppsatser innehållade orden Brand Platform.

1. 16. Unwrapping Brand Activism

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Denise Vork; Bruno Dewever; [2023]
   Nyckelord :Brand Activism; Packaging; Consumer Engagement; Consumer Perceptions; Socio-political Issues; Consumer Resistance; Business and Economics;

   Sammanfattning : This research used a qualitative approach, more specifically, netnography based on two cases. The two empirical cases on the use of brand activism on packaging that have been selected for this study are: (1) Walmart’s introduction of a ‘Celebration Edition’ Ice Cream for Juneteenth, and (2) Skittle’s introduction of a rainbow- free packaging to support the LGBTQ+ community. LÄS MER

3. 17. Taking Corporate Communications and Marketing Strategies to the Next LevelThrough LinkedIn : A Case Study on a Company’s Brand’s LinkedIn

   Master-uppsats, Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)

   Författare :Araitz Claramunt Oregi; [2023]
   Nyckelord :LinkedIn; Social Media Affordances; Social Media Marketing; Corporate Identity; Corporate Brand Identity; Brand Identity; Brand Image; Brand Position; B2B;

   Sammanfattning : This thesis explores how organisations communicate and perform marketing nowadays, with social media platforms at the core of their strategic plan. Due to its high relevancy in B2B, the research is focused on LinkedIn and the effect of its affordances which will help dig deeper into the possibilities of using this particular social media platform as a means to define, build and shape company image and brand identity. LÄS MER

4. 18. Playing to Win: How Gamification Can Boost Customer Engagement and Turn Non-Fans into Brand Advocates

   Master-uppsats, Stockholms universitet/Marknadsföring

   Författare :Basak Öztürk; Rulan Hersono; [2023]
   Nyckelord :Customer Engagement; Gamification; Metaverse; Noncustomers; Online Brand Advocacy; Quasi-experiment;

   Sammanfattning : In today’s progressive technology development, it is imperative to engage the customer and transform them to become brand advocates. Firms need to ensure their brand’s longevity in this competitive market, at times putting noncustomers in hindsight. LÄS MER

5. 19. “Vi kommer inte överleva om vi inte hittar nya läsare” : En kvalitativ intervjustudie om journalisters syn på interaktionen med unga på sociala medier

   Kandidat-uppsats, Linnéuniversitetet/Institutionen för medier och journalistik (MJ)

   Författare :Malvina Lindström; Emma Lundberg; [2023]
   Nyckelord :Interaktion; sociala medier; journalistik; demokrati; kommersiell media; offentliga sfären;

   Sammanfattning : Social media platforms have become a natural part of gathering information and news consumption by the audience. Using social media as a journalistic tool is therefore valuable to reach target audiences, and through this, create a relationship with future subscribers. LÄS MER

7. 20. The Versatile Touchpoint: User-generated content as a new touchpoint in the customer journey

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Valeria de Leon; Miranda Ånäs; [2023]
   Nyckelord :Customer journey; Social commerce; Brand publics; TikTok; Customer experience; Customer engagement; Netnography; Business and Economics;

   Sammanfattning : Purpose: The purpose of this study was to investigate how a new touchpoint has emerged due to the customers or potential customers sharing their customer journeys on social media through user-generated content. Methodology: This paper takes a qualitative approach where netnography research has been conducted to collect data on the social media platform TikTok. LÄS MER