Essays about: "Brand Publics"

Showing result 1 - 5 of 11 essays containing the words Brand Publics.

1. 1. The Versatile Touchpoint: User-generated content as a new touchpoint in the customer journey

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Valeria de Leon; Miranda Ånäs; [2023]
   Keywords : Customer journey; Social commerce; Brand publics; TikTok; Customer experience; Customer engagement; Netnography; Business and Economics;

   Abstract : Purpose: The purpose of this study was to investigate how a new touchpoint has emerged due to the customers or potential customers sharing their customer journeys on social media through user-generated content. Methodology: This paper takes a qualitative approach where netnography research has been conducted to collect data on the social media platform TikTok. READ MORE

3. 2. The Emotional Side of Strategic Communication: A Narrative Analysis of Brand Activist Campaigns and the Young Public's Emotional Response

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Alice Svärdhagen; Anna Elísabet Sölvadóttir; [2023]
   Keywords : Emotions; Brand Communication; Storytelling; Brand Activism; Public; Social Sciences;

   Abstract : This thesis analyzes how the young public feels about communication efforts that seek to emotionally appeal to them, by investigating the example of brand activist campaigns. By applying narrative theory, the study examines how these campaigns are structured to evoke emotions and how the young public emotionally responds to them. READ MORE

4. 3. What do Consumers Value about Influencer Launched Brands: the Proposition of Human Brand Publics

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Francesco Carlino; Michael Taylor; [2022]
   Keywords : Influencers; Influencer Marketing; Influencer Launched Brands; Human Brands; Brand Publics; Human Brand Publics; Business and Economics;

   Abstract : This study explored what consumers value about Influencer Launched Brands, utilising the novel concept of Human Brand Publics as a theoretical foundation to analyse this phenomenon. Simultaneously, this research aimed to develop the novel theoretical contribution of Human Brand Publics. READ MORE

5. 4. Public Opinion about Sweden during the COVID-19 Pandemic and Implications for its Nation Brand: A Sentiment Analysis

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Verena Rucker; [2022]
   Keywords : Nation Branding; Public Diplomacy; Nation Brand Image Perception; COVID-19 Pandemic; Sweden; Twitter; Sentiment Analysis SA ; Social Sciences;

   Abstract : Public Opinion about Sweden during the COVID-19 Pandemic and Implications for its Nation Brand: A Sentiment Analysis This thesis seeks to expand the understanding of nation brand image perceptions by exploring the opinions of international audiences about Sweden during the COVID-19 pandemic in the form of sentiments. Given the strong link between a country’s handling of the COVID-19 pandemic and its nation brand, crises can have an impact on the perception of a country’s image. READ MORE

6. 5. Sustainability Propaganda – The Oatly case : A qualitative content analysis of Oatly's external communication.

   University essay from Linnéuniversitetet/Institutionen för medier och journalistik (MJ)

   Author : Maja Lundgren; [2022]
   Keywords : Propaganda; brand activism; persuasion; rhetoric; strategic communication; Oatly; Propaganda; varumärkesaktivism; övertalning; retorik; strategisk kommunikation; Oatly;

   Abstract : The brands' commitment to sustainability is being developed into an established market strategy, which means that the concept of brand activism is becoming increasingly common. Due to this development, the external communication that these brands drive also tends to adopt a more convincing and coercive approach in order to influence the consumers. READ MORE