Sökning: "Caroline Liljenberg"

Hittade 2 uppsatser innehållade orden Caroline Liljenberg.

1. 1. Cause Related Marketing -  The determining factors behind consumers’ intention to participate in different types of Cause Related Marketing campaigns

   Magister-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Författare :Linus Johansson; Caroline Liljenberg; Cajsa Nordin; [2016]
   Nyckelord :Cause Related Marketing | Marketing strategy | CSR | Consumer Behaviour | Participation Intentions | Nonmonetary | Monetary | Sweden |;

   Sammanfattning : Purpose - To extend the understanding of the determining factors behind consumers’ intention to participate in Cause Related Marketing campaigns and how they differ depending on if the campaign is monetary or nonmonetary. Design/methodology/approach - Drawing on Cause Related Marketing literature, 10 hypotheses were tested through regression analysis and ANOVA. LÄS MER

3. 2. Online Reviews - What Motivates You? : A qualitative study of Customers' Motivation to Write Online Reviews 

   Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Författare :Sara Dahlgren; Amelie Johnson; Caroline Liljenberg; [2015]
   Nyckelord :Motivation; motivational factors; online reviews; user generated content; electronic word of mouth;

   Sammanfattning : Background: To understand the consumers’ motivation to write online reviews is of importance, especially for companies since a large number of reviews have a positive influence on sales. Previous research has been done regarding what motivate consumers to provide user generated content, online word of mouth and also, to some extent, online reviews. LÄS MER