Sökning: "social brand activism"

Visar resultat 1 - 5 av 50 uppsatser innehållade orden social brand activism.

1. 1. Selfie med Syfte: Influencers som aktivister

   Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Elma Hrnjic; Sandra Sjöström; [2024]
   Nyckelord :Influenceraktivism; Varumärkesaktivism; Konsumentupplevelser; Influencer; Varumärkesautenticitet.; Business and Economics;

   Sammanfattning : Examensarbetets titel: Influenceraktivism - En kvalitativ studie med narrativ ansats för att ta del av svenska konsumenters upplevelser när influencers använder varumärkesaktivism i sitt varumärke. Ämne/kurs: FEKH29, Examensarbete i marknadsföring på kandidatnivå, 15HP Författare: Elma Hrnjic och Sandra Emelie Sjöström Handledare: Sofia Ulver Nyckelord: Influenceraktivism, Varumärkesaktivism, Konsumentupplevelser, Influencer, Varumärkesautenticitet Syfte: Det övergripande syftet med studien är att undersöka svenska konsumenternas upplevelse när svenska influencers engagerar varumärkesaktivism i sina kanaler på sociala medier. LÄS MER

3. 2. Kontroll i Kaoset - En Fallstudie på Oatlys Kris- och Kommunikationsstrategier

   Kandidat-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Samuel-Maxim Petrik; Oscar Holgersson; [2024]
   Nyckelord :Krishantering; Kriskommunikation; Intressenter; Varumärkesaktivism; Hållbarhet; Business and Economics;

   Sammanfattning : Research questions: How do internal and external crisis communication interact with each other and how does this play a role in crisis management in companies that apply brand activism? Purpose: The purpose of this essay is to gain a deeper understanding of how internal and external crisis communication affect each other and how the interaction between these affect the company's crisis management. Methodology: The choice of methodology that was made was based on a hermeneutic research strategy, together with a qualitative research strategy. LÄS MER

4. 3. Beyond the Target Market : Investigating the Impact of Brand Activism on Brand Authenticity and Attitude in Non-Targeted Markets

   Kandidat-uppsats, Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

   Författare :Tomke D'Souza; [2023]
   Nyckelord :Brand Activism; Brand Authenticity; Brand Attitude; Hyperconnectivity; Non-Target Markets;

   Sammanfattning : Nowadays, people around the world are connected through social networks. This hyperconnectivity implies that companies need to think about the perceptions and opinions of consumers who were not directly targeted by a campaign. LÄS MER

5. 4. Activism, Ads & Allyship: A Quantitative Study on Corporate Social Activism Communication and its effects on Consumers

   C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Disha Monga; Vaaruni Venkatesh; [2023]
   Nyckelord :corporate socio-political activism; brand activism; woke-washing; CSA advertising; consumer-brand alignment;

   Sammanfattning : This thesis identifies three distinct ways in which brands communicate their socio-political activism stance. Further it analyses the effect of these types of Corporate Socio-Political Advocacy (CSA) communication on consumer perceptions and intentions. LÄS MER

7. 5. Social Brand Activism in a Changing Environment - A Qualitative Case Study on how Sportswear Organizations navigate Social Brand Activism whilst remaining Authentic

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

   Författare :Lovisa Bivstedt; Miranda Sjöqvist; [2023]
   Nyckelord :Sportswear Organisations; Social Brand Activism; Navigation; Woke Washing; Disclosure;

   Sammanfattning : Through a qualitative study, this thesis aims to investigate how sportswear companies navigate in the new complex field of social brand activism while remaining authentic to their customers and stakeholders. The thesis is conducted in a case study setting, where a total of nine interviews were executed. LÄS MER