Essays about: "marketing modelling"

Showing result 1 - 5 of 22 essays containing the words marketing modelling.

1. 1. Examine the Impact of Attractiveness of Social Media Influencers on Douyin User Purchase Intentions: A Quantitative Study of Sportswear Industry

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Zehui Sun; Xiaoyuan Cheng; [2023]
   Keywords : Social media influencer; Influencer marketing; Source attractiveness; Consumer attitude; Purchase intention; Business and Economics;

   Abstract : Thesis purpose: The objective is to understand the impact of social media influencers’ familiarity, likeability and similarity on the purchase intention of Douyin users, particularly in the sportswear industry. Methodology: This study has utilised a quantitative method based on a positivist philosophical position, and followed a deductive approach. READ MORE

3. 2. Brand value co-creation within e-sport industry : A study on Generation Z’s brand relationship quality in brand value co-creation in the Vietnamese e-sport industry

   University essay from

   Author : Chau Le; Nhan Chau; [2023]
   Keywords : Brand value co-creation; brand relationship quality; e-sport industry; Stimuli-Organism-Response framework;

   Abstract : Brand value co-creation is an essential theme in Marketing research. The research aims to investigate the degree to which brand relationship quality on social media influences Generation Z’s motivation to co-create by applying the Stimulus-Organism-Response framework. READ MORE

4. 3. Bayesian Structural Time Series in Marketing Mix Modelling

   University essay from KTH/Matematik (Avd.)

   Author : Jessika Karlsson; [2022]
   Keywords : Marketing mix modelling; Bayesian structural time series; variational inference; local linear trend; semi-local linear trend; Marketing mix modellering; Bayesianska strukturella tidsseriemodeller; variationell inferens; lokal-linjär trend; semi-lokal linjär trend;

   Abstract : Marketing Mix Modelling has been used since the 1950s, leveraging statistical inference to attribute media investments to sales. Typically, regression models have been used to model the relationship between the two. READ MORE

5. 4. Prediction of the future trend of e-commerce

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

   Author : Freja Engström; Disa Nilsson Rojas; [2021]
   Keywords : ARIMA; demographics; electronic commerce; ecommerce; machine learning; market analysis; polynomial regression; segmentation; support vector regression.;

   Abstract : In recent years more companies have invested in electronic commerce as a result of more customers using the internet as a tool for shopping. However, the basics of marketing still apply to online stores, and thus companies need to conduct market analyses of customers and the online market to be able to successfully target customers online. READ MORE

6. 5. The Authentic Activist: Examining the antecedents of the perceived authenticity of brand activism

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Jakob Ferenius; Victoria Kotras; [2021]
   Keywords : Authenticity of Brand Activism; Brand Activism; Authenticity; Perception of Authenticity; Antecedents of Authenticity; Judgement of Truth; Marketing Scepticism; Socio-political Issues; Business and Economics;

   Abstract : Purpose: The study aimed to investigate which antecedents affect consumers’ perception of the authenticity of brand activism. Methodology: The study followed a deductive approach. READ MORE