Sökning: "Display advertising"

Visar resultat 1 - 5 av 43 uppsatser innehållade orden Display advertising.

  1. 1. An analysis of how video advertising factors influence consumers' impulse purchase intentions — In the context of short-form video

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Huihao Lu; Yating Zheng; [2023]
    Nyckelord :Short-form video advertising; impulsive purchase intention; emotional response; Business and Economics;

    Sammanfattning : Online shopping is gradually becoming a daily behavior in people's lives, and advertising marketing methods based on short videos are also playing an increasingly important role in this trend. Different from pictures and texts, it combines sound and picture, is easy to spread, and contains a lot of information, which conforms to people's habit of using fragmented information. LÄS MER

  3. 2. Storytelling på sociala medier : En kvalitativ studie om hur storytelling inom hotell- och restaurangbranschen kan användas som verktyg för att bygga varumärke och leverera känslor på sociala medier

    Kandidat-uppsats, Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

    Författare :Philip Norman Rondahl; Alma Backlund; [2023]
    Nyckelord :Storytelling; varumärke; sociala medier; Word of Mouth; relationsmarknadsföring; emotionell marknadsföring.;

    Sammanfattning : Storytelling is a popular marketing tool today and can be used in many different ways for companies. The purpose of this study is to investigate how service companies can use storytelling in social media platforms for marketing purposes and branding. LÄS MER

  4. 3. En Ny Era - Artificiell Intelligens inom Digital Marknadsföring

    Kandidat-uppsats, Stockholms universitet/Institutionen för data- och systemvetenskap

    Författare :Emily Bergström Stacey; Fredrika Björk; [2023]
    Nyckelord :Artificial intelligence; ChatGPT; DALL-E 2; GPT-4; Digital marketing; Search engine optimisation SEO ; Paid search marketing; Online public relations; Affiliate marketing; Display advertising; Email marketing; Social media marketing; Personalisation; Artificiell intelligens; ChatGPT; DALL-E 2; GPT-4; Digital marknadsföring; Search engine optimisation SEO ; Paid search marketing; Online public relations; Affiliate marketing; Display advertising; Email marketing; Social media marketing; Personalisering;

    Sammanfattning : I slutet av år 2022 introducerades det nya AI-verktyget ChatGPT, en AI-modell som använder maskininlärning för att generera människoliknande svar i stor skala. ChatGPT:s snabba framväxt medför en ovisshet kring hur AI-verktyget kommer påverka praxis för digital marknadsföring. LÄS MER

  5. 4. Factors Influence Purchase Intention in Marketing Communication-An Experimental Investigation of Human Images in digital display advertising

    Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Xinwei Zhang; [2022]
    Nyckelord :Marketing Communication; Digital display advertising; Human images; Social media influencers; AIDA model; TPB model; Purchase intention; Social Sciences;

    Sammanfattning : With the number of digital display advertisements increasing, consumers have become accustomed to ignoring or skipping internet ads. Previous research has investigated the use of different types of human images (like celebrities and social media influencers) in advertising to improve advertising effectiveness. LÄS MER

  7. 5. AI in Marketing – Curse or Blessing? : Impacts of Programmatic Advertising and Personalized Content on Society

    Master-uppsats, KTH/Skolan för elektroteknik och datavetenskap (EECS)

    Författare :Christopher Klee; [2021]
    Nyckelord :programmatic advertising; personalization; ethics; digital marketing; artificial intelligence; big data; privacy; filter bubble; diversity of opinion; automation; real-time bidding; machine learning.;

    Sammanfattning : With the help of Programmatic Advertising and the resulting personalized content, consumers can be targeted precisely and with the help of Artificial Intelligence. The associated use of customer data creates ethical conflicts. LÄS MER