Essays about: "digital brand"

Showing result 1 - 5 of 232 essays containing the words digital brand.

1. 1. Real vs Reel: Drivers of Consumer Engagement in Online Brand Communities. A Netnographic Study on Red Bull’s Facebook Brand Page

   University essay from Göteborgs universitet/Företagsekonomiska institutionen

   Author : Moa Lind; Malin Morup; [2024-02-12]
   Keywords : Consumer engagement; online brand communities; social media; netnography; authenticity; disengagement; relationship marketing;

   Abstract : Online brand communities contribute to companies by being a digital extension of the brand, enabling a diversified complementary market, and constituting a driving marketing force through consumer engagement. However, with great opportunities comes also great responsibilities, and its challenges. READ MORE

3. 2. Reputation Management in a Digital Age : How start-ups control their online reputation

   University essay from Karlstads universitet/Handelshögskolan (from 2013)

   Author : Fanny Jacobsson; Lo Meh Paw; [2024]
   Keywords : Online Reputation Management; Brand Equity; Startups; Image;

   Abstract : Background: With digitalization, the increased use of the World Wide Web and social media combined with the aware and engaged costumer, the conditions of reputation management are also evolving (Beal & Strauss, 2008; Jones et al., 2009). READ MORE

4. 3. Investigating Marketing Effects of Ancient Storytelling Techniques: Could Ancient Storytelling Techniques in Marketing Communications Be the Holy Grail of Marketing Needed in These Times of Failure?

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

   Author : John Örman; Arvid Özcan-Arvidsson; [2023]
   Keywords : Marketing Communications; Psychology in Marketing; Storytelling in Marketing; Building a StoryBrand; Donald Miller;

   Abstract : The landscape of marketing is growing in competitiveness (Digital ad spend worldwide 2026. 2022), and marketers are consequently compelled to explore new ways to stand out and make their voices heard. READ MORE

5. 4. The Authenticity Imperative - Towards Building Long-Term Relationships with Social Media Influencers in the Digital Age

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Alexandra Nuria Kunert; [2023]
   Keywords : social media influencer; influencer relations; authenticity; relationship management; strategic communication; Social Sciences;

   Abstract : Capturing how organizations build and maintain long-term and mutual beneficial relationships with influencers is an urgent quest by both, communication practitioners and scholars. In the ever-evolving context of digitalization, navigating influencer communication remains to be a major challenge, as the concept of an authentic partnership is constantly adapting in the fast-paced social media realm. READ MORE

6. 5. Brand Loyalty in the Context of Digital Food Retail : Understanding customer behaviour of meal kit delivery services towards brand loyalty: a focus on HelloFresh

   University essay from

   Author : Yiming Yuan; Ziying Lai; [2023]
   Keywords : ;

   Abstract : Abstract Background: Despite an increase in popularity, the meal kit delivery service is facing the challenge of high cancellations and difficulty with customer retention. As it is a comparatively novel concept in the context of digital food retail, more scholarly research should be conducted. READ MORE