Essays about: "Consumer Engagement"

Showing result 1 - 5 of 131 essays containing the words Consumer Engagement.

  1. 1. Consumer’s Loyalty? : A qualitative research on the consumer's perspective of what makes them stay loyal.

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Xiaohui Zhao; Adrijana Bacovic; [2022]
    Keywords : Relationship Marketing; Consumer; Consumer relationship; Value; Satisfaction; Trust; Loyalty; Experience;

    Abstract : Background: In the field of marketing, relationship marketing plays an important role in establishing strong and long-term customer relationships, and in addition to this, the type of relationship between companies and consumers is also worth discussing. In a sense, value is the biggest component of relationship marketing. READ MORE

  2. 2. Message strategies in content marketing - How companies drive consumer engagement on social media

    University essay from

    Author : Louise Forsby; Helena Märlegård; [2022]
    Keywords : Content Marketing; Social Media; Consumer Behavior; Consumer Engagement; Message Strategies;

    Abstract : The world is now digitized with an increased use of different social media platforms and infinite new ways for marketers to engage consumers. With the increased use of online marketing and the tough competition in an online environment, a challenge for companies is to differentiate their brand and stand out. READ MORE

  3. 3. The Power of Committed Consumers: A Quantitative Study of Branded Online Communities’ Impact on Brand Perception

    University essay from Göteborgs universitet/Graduate School

    Author : Louise Holmquist; Alexandra Muhl; [2021-07-02]
    Keywords : Branded online communities; user-generated content; brand perception; interaction drivers; consumer engagement;

    Abstract : This study aims to explore how interaction drivers in a branded online community impacts the brand perception among members of a community. Understanding brand perception is important since brand management is crucial for differentiating on the market. READ MORE

  4. 4. Consumer engagement in online brand communities: A netnographic study on Gymshark's Facebook brand page

    University essay from Göteborgs universitet/Graduate School

    Author : Winny Apaza; Tasnim Jahan; [2021-06-23]
    Keywords : online brand communities; content creators; content characteristics; consumer engagement; influencer generated content; firm generated content; consumer generated content;

    Abstract : Consumer engagement on online brand communities has increasingly become a field of interest among marketers. As the process of online consumer engagement is different from traditional ones, it continued to impose challenges to the marketers to take different strategies. READ MORE

  5. 5. Consumer participation in environmental brand activism on Instagram: A case study of consumers use of hashtags in relation to Oatly's Swedish campaign Ditch Milk.

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Rebecca Arfwedson; [2021]
    Keywords : Environmental brand activism; consumer hashtag activism; Instagram; social semiotics; self-branding; networked branding; consumer engagement; Social Sciences;

    Abstract : Environmental brand activism has become a strategy applied by many brands to engage and take a stand in the issue of climate change. The aim is to spur a debate and spark an interest and collective action among the consumers (Sarkar & Kotler, 2018). READ MORE