Essays about: "Consumer Engagement"

Showing result 1 - 5 of 121 essays containing the words Consumer Engagement.

  1. 1. Brand activism, does it work? : A quantitative study on how advertising that contains elements of social activism affects consumer-based brand equity and how it in turn affects consumer purchasing engagement

    University essay from Mälardalens högskola/Akademin för ekonomi, samhälle och teknik; Mälardalens högskola/Akademin för ekonomi, samhälle och teknik

    Author : Henrik Aronsson; Paul Kato; [2021]
    Keywords : Brand activism; brand equity; consumer-based brand equity; social activism; woke washing;

    Abstract : Date: 3 June Level: Master Thesis in Business Administration, 15 credits Institution: School of Business, Society and Engineering, Mälardalen University Authors: Paul Kato (95/03/11) and Henrik Aronsson (95/10/29) Title: Brand Activism, does it work? Tutor: Edward Gillmore Keywords: Brand activism, brand equity, social activism, attitudes, woke washing Research questions: a. How is the consumer-based brand equity affected by a company’s use of social activism in its marketing? b. READ MORE

  2. 2. Sustainability Sells : Appeals driving Consumer Engagement of Green Skincare Brands

    University essay from Jönköping University/IHH, Företagsekonomi; Jönköping University/IHH, Företagsekonomi

    Author : Sarah Fraß; Luana Walter; [2021]
    Keywords : Appeals; Consumer Engagement; Consumer Brand Engagement; Green Skincare; Sustainability; Instagram;

    Abstract : Background: Sustainability within the skincare industry is an important theme in marketing research. Sustainability sells, but it is necessary to understand how brands can drive consumer engagement on Instagram by using certain appeals. READ MORE

  3. 3. A global pandemic’s influence on consumer behaviour : A quantitative study on how the social constraints due to COVID-19 has affected the engagement in post-purchase behaviour

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Evelina Damsjö; Fanni Mattsson; Amanda Olsson; [2021]
    Keywords : Consumer behaviour; COVID-19; Decision-making process; Post-purchase behaviour; Post-purchase engagement; EKB-model; Social technographic ladder; Social distancing; Millennials; Social media; Social shopping; Collective intelligence;

    Abstract : Since the COVID-19 outbreak, countless studies have been conducted about the pandemic regarding people's physical and mental health, but there is a significant gap on the persistent effects on consumer behaviour. Hence, this thesis aimed to investigate if there is a relationship between the social constraints as a consequence of the COVID-19 pandemic and the potential increased engagement of post-purchase behaviour. READ MORE

  4. 4. Designing Mobile Augmented Reality Board Games - Exploring the Design Space With Regard to Player Engagement

    University essay from Göteborgs universitet/Institutionen för data- och informationsteknik

    Keywords : augmented reality; board games; gameplay design; player engagement; user experience;

    Abstract : Augmented reality board games is a relatively new concept. Designing these typesof games can be challenging for designers as there are no well established guidelinesto consider. The combination of board games and augmented reality creates a largenew design space for designers to explore. READ MORE

  5. 5. Making sustainability a part of the event - A study on how sustainable marketing communication is applied in the event industry

    University essay from Göteborgs universitet/Graduate School

    Author : Emma Jansson; Udani Pettersson; [2020-07-02]
    Keywords : Sustainable Marketing Communication; Consumer Engagement; Event; Digital Media Channels;

    Abstract : MSc in Marketing and Consumption.... READ MORE