Sökning: "Personalised marketing"

Visar resultat 6 - 10 av 12 uppsatser innehållade orden Personalised marketing.

  1. 6. Individuellt uppmärksammade kunder

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Filip Bauer Barsby; Jenny Wångdahl; [2017]
    Nyckelord :individanpassad marknadsföring; företagsförtroende; transparens; integritet; bete- endemönster online; Social Sciences;

    Sammanfattning : Denna studie ämnar bidra till ökad kunskap inom ämnesområdet strategisk kom- munikation i allmänhet och individanpassad marknadsföring i synnerhet. Mer kon- kret ämnar författarna att ta fram ett underlag för hur företag som är verksamma inom marknadsföring kan jobba i bättre symbios med deras kunder. LÄS MER

  3. 7. An exploratory study on perceptions of personalised display ads online : A comparison of Swedish generations: Do consumers willingly surrender their privacy for the usefulness of personalised advertising?

    Magister-uppsats, Högskolan i Jönköping/IHH, Företagsekonomi

    Författare :Thomas Gerdman; Felicia Nordqvist; [2017]
    Nyckelord :Personalised ads; display ads; business intelligence; attitudes; perceived intrusiveness; perceived usefulness;

    Sammanfattning : The Swedish consumers are concerned of their online privacy, while companies increasingly gather personal information with business intelligence (BI) technologies in order to customize online banner ads, among the favoured marketing techniques. Meanwhile, marketers treasure the opportunity to target individuals. LÄS MER

  4. 8. Personifiering, överväger fördelarna nackdelarna? - en kvantitativ studie om effekterna av personifierade banners

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Celina Johansson; Xuechen Zuo; [2017]
    Nyckelord :Trust; Personalization; Purchase intention; Click through rate;

    Sammanfattning : Internet is not only a media channel that is increasingly used but also a marketing channel with strong potential. By the help of technology, marketers today can show the right message to the right people at exactly the right moment. LÄS MER

  5. 9. Personaliserad mobilkupong? Ja, tack! Effekten av kontext och personalisering på mobilkupongers effektivitet

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :Nives Vucetic; Ninni Rydstedt; [2017]
    Nyckelord :Mobile Marketing; Mobile Coupons; Location-Based Targeting; Personalization; Effective Mobile Couponing;

    Sammanfattning : With regard to a new digitalisation era as well as shifting behaviour of consumers and retailers that attempt to adapt to new business environments, the purpose of this study is to examine the impact of context and personalisation on the consumers' intention to use a mobile coupon in the retailer's' physical store. Our findings suggest that consumer's context, in the form of geographical distance between the consumer and the use of a mobile coupon, does not affect consumer's intentions to use a coupon. LÄS MER

  7. 10. Attitude towards mobile advertising and purchase intention of Swedish customers : A quantitative study on the impact of message content and flow experience

    Kandidat-uppsats, Umeå universitet/Företagsekonomi

    Författare :Madawa Abeywickrama; Jana Vasickova; [2014]
    Nyckelord :;

    Sammanfattning : Due to the rapid technological development in information technologies, and mobile phone industry the usage of smart phone became a new trend consequently leading to more than one billion Smartphone users in the world. One of the most significant characteristic of those users is their growing need to be always connected to the Internet. LÄS MER