Sökning: "Rational message"

Visar resultat 1 - 5 av 21 uppsatser innehållade orden Rational message.

  1. 1. Sustainablility message appeals and deception in cleaning products : A study on trust of Emotional vs Rational sustainability appeals

    Master-uppsats,

    Författare :Alice Sbrogio; Kristian Shamon; [2023]
    Nyckelord :sustainability; advertisement; laundry detergents; deception; trust; purchase intention; rational appeal; emotional appeal;

    Sammanfattning : In an increasingly environmentally conscious world, the creation of sustainable communication and marketing becomes crucial. Generally, young consumers are environmentally conscious and seek sustainable products while remaining wary of greenwashing and deceptive claims. LÄS MER

  3. 2. Influencing consumer behavioural intentions: Reducing household water consumption

    Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Daria Granina; [2022]
    Nyckelord :Emotional and Rational Communication; Advertising Appeals; Intention to Behave Sustainably; Message Tailoring; Persuasive Sustainability Communication; Strategic Communication; Elaboration Likelihood Model; ELM; Theory of Planned Behaviour; TPB; Social Sciences;

    Sammanfattning : Although the topic of sustainability communication has been extensively studied since the 1970s, there remain gaps and contradictions, e.g. the effectiveness of communication strategies for influencing individual pro-environmental behaviour change. LÄS MER

  4. 3. Consumer responsibilization in sustainable fashion communications on Instagram : A multimodal discourse analysis

    Master-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Författare :Vera Sofie Thallinger; Lusanda Ntintili; [2021]
    Nyckelord :Instagram; Social Media; Multimodal Discourse; Consumer Responsibilization; Sustainable Fashion; Cultural Marketing;

    Sammanfattning : Background, Problem Statement and Gap - Political agendas informed by the negative impacts of increasing consumption (including fashion consumption) have allocated major parts of the responsibility to contribute to sustainable development to individual consumers. These agendas subsequently highlighted the need to provide more information, including through media and social media, about the negative impacts of fashion consumption - and consumption at large - to the consumer. LÄS MER

  5. 4. The Effects of Framing on Crowdfunding Success : How do message framing elements in a campaign’s video pitch influence funding success?

    Magister-uppsats, Uppsala universitet/Företagsekonomiska institutionen

    Författare :Melissa Valeria Cantú Villarreal; Ana Vasiljević; [2021]
    Nyckelord :Framing; Entrepreneurship; Crowdfunding; Video pitch; Language; Portrayal of project; Venture legitimation;

    Sammanfattning : Crowdfunding allows entrepreneurs and start-ups to raise capital through the use of online platforms as an alternative from traditional funding. During the process of launching a campaign, entrepreneurs are faced with multiple decisions regarding the content to upload. LÄS MER

  7. 5. Marknadsföring som räddar liv : En studie om emotionell marknadsföring inom välgörenhet

    Kandidat-uppsats, Högskolan i Halmstad

    Författare :Susanna Ekvall Stranne; Lina Wennberg; [2021]
    Nyckelord :;

    Sammanfattning : I dagens samhälle finns det många välgörenhetsorganisationer som efterfrågar donationer till olika ändamål. Vanligtvis erhåller konsumenten ingen fysisk produkt vid donationer och därför är det väsentligt att välgörenhetsorganisationers marknadsföring påverkar konsumenterna emotionellt för att få dem att donera pengar. LÄS MER