Sökning: "marketing strategy"

Visar resultat 16 - 20 av 1613 uppsatser innehållade orden marketing strategy.

1. 16. If You Seek Sense of Place : Comparing How Local Narratives are Reflected in a Storytelling Strategy

   Master-uppsats, Mittuniversitetet/Institutionen för ekonomi, geografi, juridik och turism

   Författare :Anne Marie Holst; [2023]
   Nyckelord :strategic storytelling; sense of place; New Zealand; regenerative tourism; Māori;

   Sammanfattning : Strategic storytelling has become a popular instrument for destination marketing. Often, however, these stories neglect perspectives of the host community which is why recent academic literature demands for a more participatory and holistic approach that integrates and acknowledges the host community’s sense of place. LÄS MER

3. 17. A Guilt-free Guilty Pleasure - A Qualitative Study of Consumers’ Process of Coping with the Tension between Health and Hedonism

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Y Nhi Do; Georgia Kakaletri; [2023]
   Nyckelord :Guilt-free Narratives; Healthism; Hedonic Food Consumption; Sensemaking; Cultural Branding; Identity; Business and Economics;

   Sammanfattning : Title: A Guilt-free Guilty Pleasure: A Qualitative Study of Consumers’ Process of Coping with the Tension between Health and Hedonism Course: BUSN39 - Degree Project in Global Marketing Authors: Y Nhi Do & Georgia Kakaletri Keywords: Guilt-free Narratives, Healthism, Hedonic Food Consumption, Sensemaking, Cultural Branding, Identity Purpose: The purpose of this thesis is to explore the way consumers make sense of guilt-free narratives in the case of hedonic food consumption and how they cope with the tension between healthism-hedonism. Background: Most relevant studies in the field of food and health focus on psychological motives, and mainly follow a quantitative methodology, which lacks an in-depth analysis of the topic. LÄS MER

4. 18. Hållbarhetsredovisning som marknadsföringsverktyg – En undersökning av de marknadsföringsrättsliga konsekvenserna av företagens hållbarhetsredovisning

   Uppsats för yrkesexamina på avancerad nivå, Lunds universitet/Juridiska institutionen; Lunds universitet/Juridiska fakulteten

   Författare :Saga Sthen; [2023]
   Nyckelord :EU-rätt; associationsrätt; marknadsföringsrätt; miljöpåståenden; hållbarhetsredovisning; Law and Political Science;

   Sammanfattning : Environmental and climate issues are becoming increasingly relevant in society. Both consumers and companies, as well as international organizations are placing greater focus on these issues. LÄS MER

5. 19. eCRM PERSONALIZATION STRATEGIES : Influence of content personalization on consumer engagement performance of email marketing campaigns

   Master-uppsats, Jönköping University/Internationella Handelshögskolan

   Författare :Daniela Rodriguez; [2023]
   Nyckelord :CRM; email marketing; content personalization;

   Sammanfattning : Background: As personalization has become a common CRM strategy for companies to create valuable relationships with customers, users are receiving an increased amount of personalized communication, further research is needed on the influence of content personalization in specific channels, to improve customer engagement.  Purpose: This paper seeks to analyse the influence of eCRM content personalization strategies on the consumer engagement performance of email marketing campaigns building upon existing knowledge about the benefits and opportunities of personalization strategies. LÄS MER

7. 20. Inverkan influencer marketing & word-of-mouth har på konsumentens köpbeslut i relation till tillit. : En kvantitativ studie riktad på konsumenters tillit till influencers och sin omgivning.

   Kandidat-uppsats, Högskolan i Halmstad

   Författare :Evelina Lind; Ida Fransson; [2023]
   Nyckelord :Influencer marketing; word-of-mouth; tillit; konsumenters köpbeslut; sociala medier;

   Sammanfattning : Title – The influence influencer marketing and word-of-mouth have on the consumer's purchase decision in relation to trust: A quantitative study focused on consumer ́s trust in influencers and their surroundings Level – Candidate thesis, 15 hp Author – Ida Fransson & Evelina Lind Advisor – Afshin Afsharipour Examiner – Svante AnderssonTerm – Spring term 2023 Purpose - The purpose of this study is to examine consumers' buying decision based on the extent to which they rely on influencer marketing and the influence word-of-mouth can have in relation to trust.Design/methodology/approach - This study is based on selected articles that are adapted to the chosen topic that this paper addresses. LÄS MER