Sökning: "external digital marketing communication"

Visar resultat 1 - 5 av 20 uppsatser innehållade orden external digital marketing communication.

  1. 1. Att vara äkta eller sälja sig för pengar : Föreställningar om artisters autenticitet i samband med reklamsamarbeten med externa varumärken

    Kandidat-uppsats, Karlstads universitet

    Författare :Lina Kerrouchi; Julia Jakobsson; [2024]
    Nyckelord :Authenticity; artists; music; influencer; influencer marketing; advertising; celebrity endorsement; qualitative interviews; focus groups; Autenticitet; artist; musik; influencer; influencer marketing; marknadsföring; kändissamarbeten; kvalitativa intervjuer; fokusgrupper;

    Sammanfattning : For decades authenticity has been of great interest in media and communication research. With this study, we aim to contribute to the research with a new perspective where authenticity is examined in artists who use influencer marketing on social media. LÄS MER

  3. 2. Seeking License to Operate in Times of Uncertainty: A discourse analysis of how a GRO communicates to obtain loyalty during a prevailing inflation

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Oskar Nordström; [2023]
    Nyckelord :Public Relations; Corporate Communication; Digital Marketing Communication; Customer Loyalty; Inflation; Grocery Retail Operator; Grocery Retail Industry; Social Sciences;

    Sammanfattning : During recent years, Swedish society has been affected by circumstances causing conditions for uncertainty. Since the beginning of 2022 the prevailing inflation has caused further implications on societal, organizational and individual levels. Due to the economic difficulties, grocery prices have increased significantly. LÄS MER

  4. 3. How to Make a Narrative Fly?

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Kevin Fritz; [2023]
    Nyckelord :Brand legitimacy; discursive theory; lexical choices; semiotic resources; narrative; multimodal critical discourse analysis; SAS; storytelling; strategic communication; digital media; Social Sciences;

    Sammanfattning : The airline industry has been heavily affected by crises that have occurred in the last years. By using the theory of brand legitimacy and storytelling, a multimodal critical discourse analysis was conducted. 2020 is a year by many seen as a paradigm shift, due to the Covid-19 pandemic. LÄS MER

  5. 4. Perceptions and Challenges of Online marketing Professionals : Online marketing Professionals’ Perceptions of Challenges in the online campaign optimization process. A Qualitative Study

    Master-uppsats, Jönköping University/IHH, Företagsekonomi

    Författare :Maria-Izabela Fieraru; Laura Tímea Kremeny; [2023]
    Nyckelord :online marketing campaigns; marketers’ perceptions; optimization process; challenges; the theory of planned behavior;

    Sammanfattning : Online marketing professionals' perceptions about the challenges have got huge importance on marketing campaigns and conversion rates. Online marketing professionals' effective digital marketing strategies are crucial for businesses and clients to grow. LÄS MER

  7. 5. Att som event överleva en pandemi och komma igen : Vad kan svenska arrangörer av kulturevenemang lära sig av COVID-19-pandemin?

    Master-uppsats, Linköpings universitet/Projekt, innovationer och entreprenörskap

    Författare :Sam Anlér; [2023]
    Nyckelord :Evenemang; Event; Arrangemang; Covid-19; Covid; Pandemi; Pandemin; Projektledning; Kultur; Motivation; Engagemang; Kris; Krishantering; Evenemangsindustrin; Eventbranschen; Eventindustrin; Volontär; Funktionär; NärCon; Stream; Live Stream; Cosplay; Konvent; Varumärke; Marknadsföring; Finans; Finanser; Framtidsplanering;

    Sammanfattning : Evenemangen i Sverige drabbades finansiellt, varumärkesmässigt och motivationsmässigt negativt av pandemin. Främst var det på grund av de regleringar som behövde göras för att skydda folkhälsan men mycket berodde också på de osäkerheter och den avsaknad av information som fanns kring viruset. LÄS MER