Sökning: "emotional brand"

Visar resultat 21 - 25 av 173 uppsatser innehållade orden emotional brand.

1. 21. How is E-commerce Live Streaming on TikTok Different from Traditional E-commerce on Alibaba?

   Magister-uppsats, Jönköping University/IHH, Företagsekonomi

   Författare :Liu Xinyi; [2023]
   Nyckelord :;

   Sammanfattning : Background: In recent years more and more consumers in the Chinese market are participating in e-commerce live streaming platforms for online shopping, which is a challenge for traditional e-commerce and an opportunity for brands. TikTok and Alibaba, as one of the major e-commerce live streaming platforms and traditional e-commerce platforms in China, can provide a new perspective for brands. LÄS MER

3. 22. The new frontier of co-creation : What are the drivers for consumers to engage in co-creation activities in the metaverse?

   Magister-uppsats, Mälardalens universitet/Akademin för ekonomi, samhälle och teknik

   Författare :Pavel Kerim; Marina Borrell; [2023]
   Nyckelord :co-creation; metaverse; engagement; trust; customer experience; motivation; samskapande; metaverse; engagemang; förtroende; kundupplevelse; motivation;

   Sammanfattning : Research Question: What are the drivers for consumers to co-create in the metaverse and howcan companies use them to increase engagement in co-creation? Purpose: The purpose of this study is to get insight into how companies canincrease consumer engagement for participation in co-creation activitieswithin the metaverse. By enlightening the research community and businesses about the consumer perspective on the metaverse and the cocreation possibilities and what their drivers would be to engage in cocreation, companies can better target these individuals and ultimately increase their brand value. LÄS MER

4. 23. The Creator Effect: A quantitative study of the impact on consumer perceptions and judgements when exposed to an AI-created advertisement

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

   Författare :Elina Heidenborg; Linnea Kaveryd; [2023]
   Nyckelord :artificial intelligence; advertising; consumer perceptions; the machine heuristic; advertising outcomes;

   Sammanfattning : Artificial intelligence is expected to disruptively change the future of marketing, and the benefits of the technology are widely known. However, despite a general skepticism around AI, there is still a lack of research investigating consumer perceptions in the field. LÄS MER

5. 24. The Emotional Side of Strategic Communication: A Narrative Analysis of Brand Activist Campaigns and the Young Public's Emotional Response

   Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Alice Svärdhagen; Anna Elísabet Sölvadóttir; [2023]
   Nyckelord :Emotions; Brand Communication; Storytelling; Brand Activism; Public; Social Sciences;

   Sammanfattning : This thesis analyzes how the young public feels about communication efforts that seek to emotionally appeal to them, by investigating the example of brand activist campaigns. By applying narrative theory, the study examines how these campaigns are structured to evoke emotions and how the young public emotionally responds to them. LÄS MER

7. 25. Keeping Up With The Heritage : An exploration of consumers emotional connections to heritage luxury fashion brands on Instagram

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

   Författare :Nathana Kauffmann; Fiona Byrne; Edith Andersson; [2022]
   Nyckelord :Brand Love; Brand Heritage; Luxury Fashion; Emerging Consumers; Visual Methods;

   Sammanfattning : Purpose The aim of this master’s thesis is to gain in-depth insight into the emotional connections of consumers to the brand heritage of luxury fashion brands. Another aim of the paper is to investigate how brand love is enriched by the communication of brand heritage dimensions on Instagram. LÄS MER