Sökning: "Brand Publics"

Visar resultat 1 - 5 av 16 uppsatser innehållade orden Brand Publics.

1. 1. 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

3. 2. The Emotional Side of Strategic Communication: A Narrative Analysis of Brand Activist Campaigns and the Young Public's Emotional Response

   Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Alice Svärdhagen; Anna Elísabet Sölvadóttir; [2023]
   Nyckelord :Emotions; Brand Communication; Storytelling; Brand Activism; Public; Social Sciences;

   Sammanfattning : This thesis analyzes how the young public feels about communication efforts that seek to emotionally appeal to them, by investigating the example of brand activist campaigns. By applying narrative theory, the study examines how these campaigns are structured to evoke emotions and how the young public emotionally responds to them. LÄS MER

4. 3. What do Consumers Value about Influencer Launched Brands: the Proposition of Human Brand Publics

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Francesco Carlino; Michael Taylor; [2022]
   Nyckelord :Influencers; Influencer Marketing; Influencer Launched Brands; Human Brands; Brand Publics; Human Brand Publics; Business and Economics;

   Sammanfattning : This study explored what consumers value about Influencer Launched Brands, utilising the novel concept of Human Brand Publics as a theoretical foundation to analyse this phenomenon. Simultaneously, this research aimed to develop the novel theoretical contribution of Human Brand Publics. LÄS MER

5. 4. Public Opinion about Sweden during the COVID-19 Pandemic and Implications for its Nation Brand: A Sentiment Analysis

   Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Verena Rucker; [2022]
   Nyckelord :Nation Branding; Public Diplomacy; Nation Brand Image Perception; COVID-19 Pandemic; Sweden; Twitter; Sentiment Analysis SA ; Social Sciences;

   Sammanfattning : Public Opinion about Sweden during the COVID-19 Pandemic and Implications for its Nation Brand: A Sentiment Analysis This thesis seeks to expand the understanding of nation brand image perceptions by exploring the opinions of international audiences about Sweden during the COVID-19 pandemic in the form of sentiments. Given the strong link between a country’s handling of the COVID-19 pandemic and its nation brand, crises can have an impact on the perception of a country’s image. LÄS MER

7. 5. Sustainability Propaganda – The Oatly case : A qualitative content analysis of Oatly's external communication.

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

   Författare :Maja Lundgren; [2022]
   Nyckelord :Propaganda; brand activism; persuasion; rhetoric; strategic communication; Oatly; Propaganda; varumärkesaktivism; övertalning; retorik; strategisk kommunikation; Oatly;

   Sammanfattning : The brands' commitment to sustainability is being developed into an established market strategy, which means that the concept of brand activism is becoming increasingly common. Due to this development, the external communication that these brands drive also tends to adopt a more convincing and coercive approach in order to influence the consumers. LÄS MER