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Showing result 1 - 5 of 47 essays matching the above criteria.

  1. 1. When Social Media Hits the Fan - How Customer Value is Influenced by a Brand Crisis on Social Media

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Sonya Martinsson; Josefine Svensson; Rebecca Jönsson; [2023]
    Keywords : Brand Crisis on Social Media; Customer Judgements; Customer Feelings; Customer Brand Resonance; Customer Value; Business and Economics;

    Abstract : Keywords: Brand Crisis on Social Media, Customer Judgements, Customer Feelings, Customer Brand Resonance, Customer Value. Purpose: The purpose of this master thesis is to investigate how a brand crisis on social media influences customer value of a brand. READ MORE

  3. 2. The Myth of Incentive-Based Sales Strategies: an Empirical Analysis Contradicting Prevailing Theories using Data Mining and Hypothesis Testing Techniques

    University essay from Högskolan Dalarna/Institutionen för information och teknik

    Author : Yidan (Nickia) Liang; [2023]
    Keywords : Reward Program; Reward Evaluation; Data Mining; RFM; Customer Segmentation; Clustering; K-Means; Hypothesis Testing; One-Sided T-Test; Marketing Effectiveness; Incentive-Based Sales Strategy; Sales Promotion;

    Abstract : In recent decades, the use of incentive-based reward programs to foster customer loyalty and promote sales has become prevalent in various industries. While these strategies are widely accepted and implemented, there is a significant gap in empirical studies to ascertain their real-world effectiveness. READ MORE

  4. 3. Leveraging Service Recovery as a Marketing Tool

    University essay from Högskolan i Gävle/Avdelningen för ekonomi

    Author : Daniel Mubiru; Fiona Nyamache; [2023]
    Keywords : Service recovery; marketing tool; satisfaction; loyalty; brand reputation; brand image;

    Abstract : Aim: The study aims to explore the process of service recovery, its transformation into a marketing tool and identifying the outcomes of the tool to the organizations. Methodology: The research employed a qualitative methodology with an inductive approach. READ MORE

  5. 4. Exploring loyalty within car subscriptions, in the case of Care by Volvo - How can brand communities and social bonds be used to increase Millennials’ customer loyalty in the car subscription business model?

    University essay from Göteborgs universitet/Graduate School

    Author : Aya Allali; Feiwei Lu; Heidi Botic; [2022-08-04]
    Keywords : Car subscriptions; Care by Volvo; Millennial consumers; loyalty; brand communities; social bonds on social media;

    Abstract : Introduction: Subscription is a fairly new phenomenon, with several arising innovations. One of these innovations is Care by Volvo. This business model counters ownership of cars to accessibility to cars, which several generations also seem to do. One of these generations are millennials which are the focus of this study. READ MORE

  6. 5. Customer experience management in social media : An empirical study of how Swedish e-commerce companies work with customer experience management in social media

    University essay from Umeå universitet/Företagsekonomi

    Author : Oskar Eriksson; Mathilda Axelsson; [2022]
    Keywords : Customer Experience Management; Social Commerce; Social media; Customer experience; Social media marketing strategies; Social media; E-commerce; Swedish e-commerce;

    Abstract : The increased use of social media has enhanced the way consumers make their everyday purchasing decisions. This has increased the importance of e-commerce companies to be present on social media. E-commerce companies that now use the capabilities of social media have led to the emergence of social commerce. READ MORE