Essays about: "role and function of marketing"

Showing result 1 - 5 of 27 essays containing the words role and function of marketing.

1. 1. How does algorithmic literacy challenge the utilisation of TikTok for global marketers, taking into account ethical concerns?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Phuong Vo Hoang Hoai; Natalie Klimecka; [2023]
   Keywords : TikTok algorithm; Algorithmic literacy; Social media marketing; Personalisation; Marketing ethics; Ethical decision-making; Business and Economics;

   Abstract : Thesis purpose: To investigate the role of algorithmic literacy in the case of TikTok, and how its strategic performance, including the challenges and associated ethical issues, affects global marketers. Methodology: Adapting a social constructivist approach, twelve qualitative semi-structured interviews with global marketers allowed us to gather deeper insights Theoretical perspective: In order to fulfill the above objective, the study looks at literature streams in social media algorithms and algorithmic literacy, as well as adopts scholarship in marketing ethics and socio-psychological concepts concerning consumer behaviour and decision making processes. READ MORE

3. 2. Looking Ahead: The Future of the Offline Channel for Digital-born Retailers

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

   Author : Anna Kälebo Johansson; Michelle Malmström; [2023]
   Keywords : Fashion retailing; E-commerce; Offline channels; Virtual shopping; Price image; Billboard effect; Customer acquisition cost; Retail death;

   Abstract : During recent years, there has been a significant increase in e-commerce and the demand for it among customers. It has become imperative for new fashion retailers to have a digital presence, and the outbreak of Covid-19 has further accelerated this trend, amplifying the importance of having a presence online. READ MORE

4. 3. IDENTITY & TECHNO-UTOPIANISM. A Critical Discourse Analysis of Marketing Material and their Sociotechnical Imaginaries.

   University essay from Göteborgs universitet/Institutionen för journalistik, medier och kommunikation

   Author : Albin Åberg; [2022-02-10]
   Keywords : Discourse Analysis; Sociotechnical Imaginaries; Marketing Technology; MarTech; Critical Studies; Identity; Techno- Utopianism;

   Abstract : This research paper sets out to investigate the messaging present in a corpus of texts gathered from Acxiom’s, an American data-analysis and ‘Identity Solutions’-company, website. The paper applies a framework of Critical Discourse Analysis informed by Theo van Leeuwen’s theory of ‘legitimations’ and analyses the findings through the theoretical framework of ‘Sociotechnical Imaginaries’. READ MORE

5. 4. The adaption of AI for marketing management : A case study of AI’s influence in decision making

   University essay from Högskolan Dalarna/Institutionen för kultur och samhälle

   Author : George Iskef; [2022]
   Keywords : Artificial Intelligence; Marketing Management; Decision Making;

   Abstract : The following research builds an understanding of the practical implication of AI to marketing management. The study explores the research problem based on the empiricism of professionals. The investigation regards their perceptual understanding of AI's applicable influence on their responsibilities. READ MORE

6. 5. IDENTITY & TECHNO-UTOPIANISM.A Critical Discourse Analysis of Marketing Material and their Sociotechnical Imaginaries

   University essay from Göteborgs universitet/JMG - Inst f journalistik och masskomm

   Author : Åberg Albin; [2021-10-12]
   Keywords : ;

   Abstract : This research paper sets out to investigate the messaging present in a corpus of texts gathered from Acxiom’s, an American data-analysis and ‘Identity Solutions’-company, website. The paper applies a framework of Critical Discourse Analysis informed by Theo van Leeuwen’s theory of ‘legitimations’ and analyses the findings through the theoretical framework of ‘Sociotechnical Imaginaries’. READ MORE