Essays about: "Digital Brands"

Showing result 1 - 5 of 123 essays containing the words Digital Brands.

  1. 1. Navigating the Evolving World of Fashion In-Game Advertising

    University essay from Uppsala universitet/Medier och kommunikation

    Author : Evgenia Maria Botini; [2023]
    Keywords : gamification; in-game advertising; fashion advertising; consumer behavior; metaverse;

    Abstract : Abstract This study addresses gaming as an interactive digital advertising tool, aiming to explore its effectiveness in digital marketing overall and to examine its impact on digital marketing for the fashion industry in particular. Purpose The purpose of this paper is to present an analytical framework for explaining the appeal of games for fashion brand advertising. READ MORE

  3. 2. Can Generative AI Replace Human Communication Professionals? A qualitative study comparing social media content generated by Artificial Intelligence and humans

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Deline Fredriksson; Matilda Eriksson; [2023]
    Keywords : Generative AI; AI visualisation tools; Artificial Intelligence; ChatGPT; DALL·E; Social Media; Content Creation; Digital Marketing; AI-generated content; Social Sciences;

    Abstract : Generative AI is a novel phenomenon, now within the hands of the public. The utilisation of AI has already started replacing human employees in many industries and previous research shows that generative AI have great abilities in creative and communicative contexts. READ MORE

  4. 3. Bringing Brands to Life: A study on the impact of brand anthropomorphism and personalization on advertisement attitudes in a social media context

    University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

    Author : Sofia Alm; Rebecca Åbom; [2023]
    Keywords : Brand Anthropomorphism; Personalization; Privacy Concerns; Brand Trust; Advertisement Attitudes;

    Abstract : Brand anthropomorphism is a frequently used marketing strategy to enhance a brand's humanlike features and characteristics. Businesses use brand anthropomorphism to increase their brands' appeal, likeability, and memorability for consumers. READ MORE

  5. 4. Gamification within the Metaverse : A quantitative study to understand how consumer engagement is influenced by gamification strategies in the Metaverse

    University essay from Karlstads universitet/Handelshögskolan (from 2013)

    Author : Maja Sveder; Emma Lundbäck; [2023]
    Keywords : Gamification; Metaverse; Games; Game elements; Consumer behaviour; Engagement; Motivation; Purchase intentions;

    Abstract : Through the development of digitalization, the use of the Metaverse and the strategy of utilizing game elements for brands has increased. Therefore, this thesis purpose has been to understand, from the consumers perspective, if consumer engagement is influenced by gamification strategies used by brands in the Metaverse. READ MORE

  6. 5. Digital Transformation in the Fast Fashion Industry: How do Consumers Perceive Phygital Retail?

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Andi Nur Haeriah; Chiara Jutz; [2023]
    Keywords : Digital Transformation; Fast Fashion Brand; Phygital Retail; Customer-Based Brand Equity.; Business and Economics;

    Abstract : The fashion industry has witnessed significant digital transformation, leading to the emergence of phygital retail that seamlessly integrates physical and digital experiences. This study explores the impact of phygital store design on customer-based brand equity in the fast fashion sector, focusing on the drivers and barriers that shape customer perceptions of phygital retail. READ MORE