Sökning: "Earned Media"

Visar resultat 1 - 5 av 22 uppsatser innehållade orden Earned Media.

  1. 1. The Effect Of Social Media (Paid, Earned, Owned) On Consumer Green Purchase Behaviour In Chinese Market : A Quantitative Research

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

    Författare :Zixiong Chen; Yidi Mao; [2023]
    Nyckelord :Social Media Marketing; Owned Media; Earned Media; Paid Media; Green Purchasing Behaviour;

    Sammanfattning : Background As people become more aware of environmental protection, green purchasing has gradually become a trend among consumers. Social media, as an emerging marketing approach, has also started to gain more and more companies' attention and application. LÄS MER

  3. 2. The Impact of Brand Generated Content on Green Purchase Intention : A Study Based on Brand Generated Content on Social Media Platforms and Food Industry

    Master-uppsats, Umeå universitet/Företagsekonomi

    Författare :Rupam Saha; [2022]
    Nyckelord :Green Consumerism; Green Purchase Intention; Green Foods; Green Products; Eco-friendly Foods; Sustainable Products; Environmental Friendly Products; Brand Generated Contents; Firm Generated Content on Social Media; Green Marketing.;

    Sammanfattning : The increasing threats to the environment have led the consumers to enhance their concern for environment. As a result, consumers nowadays intend to purchase environmentally friendly products as part of showing their concern for environment. LÄS MER

  4. 3. Information or Communication channel? : A qualitative study of how fast-fashion brands in Sweden use social media

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

    Författare :Mohammad Mirzajee; Alen Rashid; [2021]
    Nyckelord :Brand Loyalty; Social Media; Generation Z; Fast-fashion; Relationships; Fashion Marketing; Sweden;

    Sammanfattning : With the constant development of marketing strategies, it has become more vital to continuously communicate online with consumers. As Generation Z is born with digital devices and increased social media channels, customers demand fashion brands being present online. LÄS MER

  5. 4. Consumption Behavior of Online Video and Perception of Digital Advertisements among Swedish Millenials

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

    Författare :Narendran Mappat; [2020]
    Nyckelord :;

    Sammanfattning : Media convergence has led to the integration of different technology and given birth to various OTT services. Audiences have continued to watch more video content online, simultaneously watching less broadcast television. The audiences have embraced OTT services especially because they can watch video content according to their convenience. LÄS MER

  7. 5. The Role of Paid and Earned Social Media on Consumer Behavior for Apparel Brands in China’s Market

    Kandidat-uppsats, Jönköping University/Internationella Handelshögskolan

    Författare :Mickus Aurimas; Zhou Pengshuo; Guo Xiang; [2020]
    Nyckelord :Advertising marketing; Influencer marketing; Word-of-Mouth marketing; Brand loyalty; Brand awareness; Purchasing intention;

    Sammanfattning : Social media marketing is gradually replacing traditional marketing and becoming the primary marketing strategy for businesses. Paid and earned media have emerged as two major social media marketing forms that are important in business development research. LÄS MER