Sökning: "Consumer generated advertising"

Visar resultat 1 - 5 av 27 uppsatser innehållade orden Consumer generated advertising.

1. 1. #TikTokmademebuyit : En kvalitativ studie om hur reklam på TikTok påverkar användarnas attityder, konsumentbeteende och varumärkeskännedom.

   Kandidat-uppsats, Lunds universitet/Avdelningen för ABM, digitala kulturer samt förlags- och bokmarknadskunskap

   Författare :Selma Ottosson; Sara Johansson; [2023]
   Nyckelord :TikTok; consumer behaviour; advertising; attitudes; brand awareness; user-generated content; word of mouth; algorithms; influencer marketing; infeed ads; Social Sciences;

   Sammanfattning : The following bachelor thesis aims to investigate how advertising on the social media application TikTok affects attitudes, consumer behaviour and brand awareness among their users aged 18-23 in Sweden. The ambition of the study is to contribute with research on how advertising is being recieved by TikTok's users, regarding attitudes and consumer behaviour, and establishing whether it is a successful marketing method to generate brand awareness. LÄS MER

3. 2. AI Second that Emotion - Using Natural Language Processing to Study the Impact of Non-Stereotyped Video Advertising on Consumers’ Emotions & Online Consumer Engagement

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Amanda Hassel; Linnea Jonsson; Johan Strömfeldt; [2022-08-04]
   Nyckelord :Stereotype; Video Advertisement; Emotions; Online Consumer Engagement; Natural Language Processing NLP ; Artificial Intelligence AI ; Machine Learning; Bidirectional Encoder Representation from Transformers BERT ; Transformer Models;

   Sammanfattning : This paper aims to provide a deeper understanding of the emotional and online engagement behavioral responses to non-stereotyped gender role depictions in video advertisements. The consumer response to two video ads that portray non-stereotyped gender roles by the well-known brands Gillette and Always was analyzed. LÄS MER

4. 3. Programmatic Advertising : Effective marketing strategy or invasion of privacy - A study of consumer attitudes towards Programmatic Advertising

   Kandidat-uppsats, Södertörns högskola/Företagsekonomi

   Författare :Endi Bolkvadze; Rebecka Ekblad; [2022]
   Nyckelord :Online marketing; Programmatic Advertising; Personalization; The Personalization-privacy paradox; The privacy calculus theory; The utility maximization theory; Personalized ads;

   Sammanfattning : Digital marketing is constantly adapting and evolving in line with technological advances. One of these advances is the digitalization, which has given rise to Programmatic Advertising (PA). In order to practice PA, the companies need to collect data about consumers' preferences and personal interests. LÄS MER

5. 4. #Sponsrad? - Hur designen av reklammärkning påverkar igenkänningen av reklam

   Kandidat-uppsats, Jönköping University/JTH, Avdelningen för datateknik och informatik

   Författare :Melina Khademi; Lisa Öhrström; [2022]
   Nyckelord :Sponsorship Disclosures; Advertising Recognition; Native Advertising; UI-design; Social Media Platforms; Instagram; Influencers;

   Sammanfattning : The past decade has endorsed an extensive adjustment in social media marketing characterized by a fluctuation toward influencer marketing. Despite the many beneficial outcomes of influencer marketing, the operation of the phenomenon has received criticism from organizations, including the Federal Trade Commission (FTC) as well as the Swedish equivalent Konsumentverket, regarding how sponsorships are being disclosed on social media platforms. LÄS MER

7. 5. The Brand Implications of Green Demarketing

   Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Adrian Brännstam; Simon Eliasson; Oliver Schott; [2021]
   Nyckelord :Green demarketing GD ; Green advertising GA ; Sustainability marketing; Corporate Credibility CC ; Word-of-mouth WoM ; Purchase intention; Business and Economics;

   Sammanfattning : A significant part of the marketing profession consists of stimulating and expanding the demand for products and services. However, as society’s level of consumption increases at the same time as our resources decrease, the marketer’s role faces an inevitable change if the global environmental goals are to be achieved. LÄS MER