Sökning: "school marketing"

Visar resultat 21 - 25 av 373 uppsatser innehållade orden school marketing.

1. 21. The Marketing of Plant-Based Protein - The Beyond Meat Case: Making food alternatives appealing to multiple groups of consumers

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Avraam Esras; Johnny Tran; [2022-12-14]
   Nyckelord :Plant-based proteins; animal-based protein; marketing devices; store; retail; McDonald; packaging; social media; digital media; influencers; fast-food; convenient; alternative;

   Sammanfattning : This paper aims to describe and discuss how marketing promotes plant-based proteins. Based on the frameworks of the marketing studies within green marketing and marketing devices (Callon et al., 2007; Cochoy, 2008; Peattie, 2001; Ottman et al. LÄS MER

3. 22. Industry Brands and Enchantment: How Disenchantment of the Mental Health App Industry Brand Influences Companies Within the Industry

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Olivia Hagman; Ellen Håkman; [2022-08-04]
   Nyckelord :Industry Brands; Mental Health Apps; Enchantment; Disenchantment; Consumer Perceptions; Industry Image; Industry Aura; Stigma;

   Sammanfattning : Enchantment is at the heart of most marketing and branding operations, therefore, there is reason to believe it is part of the broader picture of the more unexplored concept of industry brands. To study how enchantment discourses of industry brands influence companies, we employ the rich context of an industry brand that has received mixed reviews in terms of its ability to appeal to consumers, namely mental health apps. LÄS MER

4. 23. AI Second that Emotion - Using Natural Language Processing to Study the Impact of Non-Stereotyped Video Advertising on Consumers’ Emotions & Online Consumer Engagement

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Amanda Hassel; Linnea Jonsson; Johan Strömfeldt; [2022-08-04]
   Nyckelord :Stereotype; Video Advertisement; Emotions; Online Consumer Engagement; Natural Language Processing NLP ; Artificial Intelligence AI ; Machine Learning; Bidirectional Encoder Representation from Transformers BERT ; Transformer Models;

   Sammanfattning : This paper aims to provide a deeper understanding of the emotional and online engagement behavioral responses to non-stereotyped gender role depictions in video advertisements. The consumer response to two video ads that portray non-stereotyped gender roles by the well-known brands Gillette and Always was analyzed. LÄS MER

5. 24. Framework for Startups in Digital Marketing - Multiple case study of the role of digital marketing in startups’ strategies in lead generation and lead nurturing processes

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Fanny Linton; Moa Ståhlberg; [2022-08-04]
   Nyckelord :Startups; Digital marketing; Lead generation; Lead nurturing; Challenges;

   Sammanfattning : Background Given that society is increasingly moving towards a more digitalized world, companies, and startups especially have felt pressure to grow a digital presence. The shift in technology adoption and digitalization has caused lead generation and lead nurturing to be increasingly supported by digital marketing tools which both come with opportunities and challenges for startups. LÄS MER

7. 25. “Would You Like a Side of Fries with That Roast?” - Is Wendy’s Roasting Social Media Marketing Strategy a Viable Strategy for Swedish Companies?

   Master-uppsats, Göteborgs universitet/Graduate School

   Författare :Danijal Bajagilovic; Sebastian Bouroncle; [2022-08-04]
   Nyckelord :Roasting; Transferability; Sweden; Communication; Digital Marketing; Social Media Marketing; Customer Engagement; Branding; Authenticity;

   Sammanfattning : The roasting social media marketing strategy introduced by Wendy’s in 2017 was met with great reception, vastly increasing the company’s Twitter following and profits. With other companies in the USA following suit to capitalize on their social media platforms, could Swedish companies also improve their social media presence using this strategy? This study investigates how transferable the roasting social media marketing strategy is to the Swedish market by examining whether it positively influences social media customer engagement amongst Swedish consumers. LÄS MER