Sökning: "firm-generated content"
Visar resultat 1 - 5 av 9 uppsatser innehållade orden firm-generated content.
1. A study on the association of firm-generated content on Instagram, affective customer engagement, and positive electronic word of mouth: Evidence from food industry of Pakistan
Magister-uppsats, Högskolan i Gävle/Avdelningen för ekonomiSammanfattning : In marketing literature, the consumer engagement concept has gained the significant attention of researchers. Based on the stimuli-organism-response (S-O-R) framework, current research proposed to analyze the association between consumers' perception of characteristics of firm-generated content (FGC) on Instagram and positive electronic word of mouth by consumers through affective consumer engagement. LÄS MER
2. The Impact of Brand Generated Content on Green Purchase Intention : A Study Based on Brand Generated Content on Social Media Platforms and Food Industry
Master-uppsats, Umeå universitet/FöretagsekonomiSammanfattning : The increasing threats to the environment have led the consumers to enhance their concern for environment. As a result, consumers nowadays intend to purchase environmentally friendly products as part of showing their concern for environment. LÄS MER
3. Consumer engagement in online brand communities: A netnographic study on Gymshark's Facebook brand page
Master-uppsats, Göteborgs universitet/Graduate SchoolSammanfattning : Consumer engagement on online brand communities has increasingly become a field of interest among marketers. As the process of online consumer engagement is different from traditional ones, it continued to impose challenges to the marketers to take different strategies. LÄS MER
4. What is beautiful content? A qualitative study on firm-generated beauty content on Instagram
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Thesis Purpose: The purpose of this study is to extend the research on Instagram content. We will look at how different types of firm-generated content created by Swedish beauty retailers on Instagram is evaluated by young female Swedsih consumers in the hopes of finding which content that is perceived to be visually appealing and met with an interest. LÄS MER
5. Surfing the Instagram Wave : How surf brands can use Instagram to communicate with the surf tribe
Magister-uppsats, Jönköping University/IHH, FöretagsekonomiSammanfattning : Background: The communication between brands and customers has shifted fromtraditional media like television to social media. This led to the emergence of social media brand communication. One of the best known and fastest-growing social media platforms is Instagram. LÄS MER