Sökning: "Therese Bengtsson daniel håkansson"

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  1. 1. Real-time marketing effects on brand in social media

    M1-uppsats, Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

    Författare :Therese Bengtsson; Daniel Håkansson; [2015]
    Nyckelord :RTM; newsjacking; brand equity; brand awareness; content; engagemen;

    Sammanfattning : Purpose: The purpose of this research is to investigate whether RTM-advertising is a more effective and attractive way of creating social media content compared to traditional social media marketing, and if so, provide insights on what makes it successful. The objective is also to get a greater understanding if such real-time marketing may affect the consumers’ perception of a brand due to the lack of time to consider the content of the marketing message. LÄS MER