Sökning: "consumer influence advertisement"

Visar resultat 1 - 5 av 45 uppsatser innehållade orden consumer influence advertisement.

  1. 1. Navigating the Evolving World of Fashion In-Game Advertising

    Master-uppsats, Uppsala universitet/Medier och kommunikation

    Författare :Evgenia Maria Botini; [2023]
    Nyckelord :gamification; in-game advertising; fashion advertising; consumer behavior; metaverse;

    Sammanfattning : Abstract This study addresses gaming as an interactive digital advertising tool, aiming to explore its effectiveness in digital marketing overall and to examine its impact on digital marketing for the fashion industry in particular. Purpose The purpose of this paper is to present an analytical framework for explaining the appeal of games for fashion brand advertising. LÄS MER

  3. 2. 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

  4. 3. Bringing Brands to Life: A study on the impact of brand anthropomorphism and personalization on advertisement attitudes in a social media context

    D-uppsats, Handelshögskolan i Stockholm/Institutionen för företagande och ledning

    Författare :Sofia Alm; Rebecca Åbom; [2023]
    Nyckelord :Brand Anthropomorphism; Personalization; Privacy Concerns; Brand Trust; Advertisement Attitudes;

    Sammanfattning : Brand anthropomorphism is a frequently used marketing strategy to enhance a brand's humanlike features and characteristics. Businesses use brand anthropomorphism to increase their brands' appeal, likeability, and memorability for consumers. LÄS MER

  5. 4. WHAT DOES THE FUTURE LOOKS LIKE FOR META? : A scenario study based on the con lict between Meta and Apple

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

    Författare :Camila Ignacia Ställborn; [2023]
    Nyckelord :Business model; Business model innovation; Scenario planning; Data; Privacy; Tech Industry; Affärsmodell; Affärsmodells-innovation; Scenarion; Data; Integritet; Tech-industrin.;

    Sammanfattning : This thesis project analyses the conflict between Meta and Apple, specifically focusing on their privacy policies and the subsequent implications for their business models and innovation strategies. This study aims to provide valuable insights into the main topics of speculation surrounding this conflict and address its objectives. LÄS MER

  7. 5. Remember the Good Old Days? : Investigating the effect that nostalgic music in advertising has on brand affection, purchase intention, and word of mouth.

    Magister-uppsats, Linköpings universitet/Institutionen för ekonomisk och industriell utveckling; Linköpings universitet/Filosofiska fakulteten

    Författare :Ellinor Ajander; Ida Hubertsson; Linnea Nilsson; [2023]
    Nyckelord :Nostalgia; Nostalgic Music; Advertising; Brand Affection; Word of Mouth; Purchase Intention;

    Sammanfattning : Background: Nostalgia in marketing has become increasingly popular but the need for research within the field is prominent with a lack of models, approaches, and mediators of effectively using nostalgia in marketing, especially using nostalgic music in advertisements. The definition of nostalgia is an ambivalent feeling, including both fondness and sadness, when reminiscing about the past. LÄS MER