Essays about: "social factor in marketing"

Showing result 6 - 10 of 102 essays containing the words social factor in marketing.

1. 6. A Peer-fect Website Marketing Strategy

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Ellen Klofsten; Märtha Sandin Värn; [2023]
   Keywords : P2P rental platform; service marketing; sharing economy; sensemaking; Technology Acceptance Model; Social Sciences;

   Abstract : This thesis explores factors that influence consumers' willingness to use P2P rental platforms, and how these affect consumers’ service and brand impression. This was achieved by conducting a qualitative study through interviews and observations with participants exploring the P2P rental platform Hygglo. READ MORE

3. 7. Role of Social Media Presence for Thriving in and Improvement of Brand Awareness in the Fashion Industry of Sweden

   University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

   Author : Bilal Mehdi; Adnan Kalim; [2023]
   Keywords : social media; Brand Awareness; Demographics; Fashion Industry; Sweden;

   Abstract : Purpose: The purpose of this study was to examine the role of social media presence in thriving in and increasing brand awareness in the fashion retail industry of Sweden. The study investigates how social media usage affects brand awareness in the fashion industry of Sweden. READ MORE

4. 8. The effect of Instagram influencers' messages on millennials' purchase intentions and factors that influence these effects : A qualitative study on the impact of attitude, social norms, behavior control, trust and risk on purchase intention

   University essay from Högskolan i Skövde/Institutionen för handel och företagande

   Author : Anton Madsen; Sara Mbuyi Tshibangu; [2023]
   Keywords : Influencers; influencer marketing; Instagram; millennials; purchase intention; TPB; trust; risk; Influencers; influencer marketing; Instagram; millennials; purchase intention; TPB; trust; risk;

   Abstract : Purpose : The purpose of this research is to explore the effects of instagram influencers' on millennials' purchase intentions. The aim is to examine how the independent determinants of intentions (attitude, subjective norms, perceived behavioral control) and psychological positive and negative triggers (trust respective perceived risk) influence these effects. READ MORE

5. 9. The Cancelling of Margaux Dietz : How Public Relations Practitioners Reflects on the Intersection of Influencer Marketing and Cancel Culture in Sweden

   University essay from Uppsala universitet/Institutionen för informatik och media

   Author : Ellinor Ljung; [2023]
   Keywords : Cancel culture; Image Repair Theory; influencer marketing; Margaux Dietz; public relations;

   Abstract : This thesis aims to investigate Swedish PR practitioners’ assessments of and proposed response strategies to the cancellation case of Swedish social media influencer Margaux Dietz. Multiple organisations cancelled their collaborations with Dietz in November 2022 following a criticized video scandal. READ MORE

6. 10. Viral Vibes: Mastering Music Marketing on TikTok - A quantitative analysis of consumer journeys from TikTok to music streaming services

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Hannah Höijer; Julia Nordin Kehlmeier; [2023]
   Keywords : awareness; consideration; conversion; viral marketing; co-creation; UGC; TikTok; social media; strategic communication; Social Sciences;

   Abstract : This bachelor’s thesis aimed to investigate what drives the conversion of music from TikTok to streaming services amongst TikTok users. The study is based on marketing funnel models, such as AIDA and the simplified funnel including the three steps: awareness, consideration, and conversion. READ MORE