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Showing result 1 - 5 of 44 essays matching the above criteria.

1. 1. Viral Attraction: Incongruency in Job Adverts on Social Media

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Sofia Zetterberg; Joel Söderholm; [2024]
   Keywords : Viral Marketing; Incongruency; Employer Attractiveness; Social Media; Students;

   Abstract : Organizations are facing increasing challenges when it comes to securing talent. Harsh competition and a young generation more inclined to bargain means more activities to stand out and become an attractive employer. READ MORE

3. 2. Unleashing the Potential: Investigating the Effects of an Extended Museum Visit Concept on Visitor Experience and Behavior : A Case Study on Using AR Technology to Extend the Museum Visit

   University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

   Author : Agnes Shutrick; [2023]
   Keywords : Museum experience; Experience Economy; Extended Museum Visit; Augmented Reality; Experimental Marketing; Museiupplevelse; Upplevelseekonomi; Det Förlängda Museibesöket; Förstärkt Verklighet; Experimentell Marknadsföring;

   Abstract : Museums contribute to the cultural landscape of a country. To attract visitors, museums should embrace new technology and constantly expand their offerings. READ MORE

4. 3. Explicating the Purchase Intention : A netnographic study on the impacts of online consumption community members’ purchase intention

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Farzana Sharmin Ritu; [2023]
   Keywords : purchase intention; online consumption community; netnographic study; theory of planned behavior; electronic word of mouth; qualitative research;

   Abstract : Empowered by the internet and eWOM, online consumption community members now have a greater impact while considering customers’ purchase intentions. This qualitative study intends to examine the factors that impact these community members’ purchase intentions, by addressing the research question: How do internal behavioral and value creation factors impact customers’ purchase intentions in an online consumption community? Moreover, this study proposes a research model of purchase intention in an online consumption community inspired by the theory of planned behavior. READ MORE

5. 4. Research on marketing strategies for apparel FMCG brands based on young female consumer purchasing behaviour

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Xinying Liu; Zirong Wang; [2023]
   Keywords : Apparel FMCG; Consumer behaviour; Competitiveness; Digital Transformation;

   Abstract : Background: In today's fast-paced and highly competitive marketplace, Fast Moving Consumer Goods (FMCG) brands must create a strong competitive advantage in one way to achieve this is to understand and cater to the needs, preferences and behaviors of their target consumers.In case of apparel FMCG brands, young women are an important demographic group as they make up a large portion of the consumer market. READ MORE

6. 5. Loyalty Program Termination Recovery - A quantitative study on the efficacy of compensation and explanation recovery efforts in mitigating negative reactions following a loyalty program termination

   University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Author : Marcus Hagström; Karl Granbom; [2023]
   Keywords : Loyalty program termination; Service failure; Recovery efforts; Compensation; Explanation;

   Abstract : Loyalty program (LP) practitioners increasingly face the necessity to terminate their LP considering the disadvantages to LP management, the fact that LPs continually fail to be of value to many members and the growing shift towards subscription-based loyalty models. Aware that terminations lead to negative customer reactions, managers will inevitably wonder how to mitigate such reactions so as to retain customers and diminish negative backlash. READ MORE