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Showing result 1 - 5 of 154 essays matching the above criteria.

  1. 1. Real vs Reel: Drivers of Consumer Engagement in Online Brand Communities. A Netnographic Study on Red Bull’s Facebook Brand Page

    University essay from Göteborgs universitet/Företagsekonomiska institutionen

    Author : Moa Lind; Malin Morup; [2024-02-12]
    Keywords : Consumer engagement; online brand communities; social media; netnography; authenticity; disengagement; relationship marketing;

    Abstract : Online brand communities contribute to companies by being a digital extension of the brand, enabling a diversified complementary market, and constituting a driving marketing force through consumer engagement. However, with great opportunities comes also great responsibilities, and its challenges. READ MORE

  3. 2. In video assistant referee we trust? A quantitative study of Swedish football supporters' perception of VAR and attitude towards implementing VAR

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

    Author : Klara Lundquist; Yusra Ali; [2024]
    Keywords : Swedish football; Sports marketing; Video assistant referee; Decision-aid technology;

    Abstract : In 2016, the International Football Association Board (IFAB) approved the use of Video Assistant Referee (VAR) in football. In recent years, an ongoing debate has unfolded in Sweden regarding the potential implementation of VAR in Allsvenskan. READ MORE

  4. 3. Development of a web application with focus on navigability : How is the usability on a web application for E-commerce of plants and cuttings affected by its navigability?

    University essay from Linköpings universitet/Institutionen för datavetenskap

    Author : Johan Christiansson; Silje Graarud; Lovisa Ivarsson; Torsten Liljedahl; Klara Nylén; Selma Renqvist; Olof Swedberg; Philip Wissinger; [2023]
    Keywords : navigability; usability; web application;

    Abstract : The purpose of this project was to determine how the experienced navigability of a web application affects its usability. In order to further investigate this, a web application called Sprouty was created, an easy-to-use web application that promotes individuals to buy and sell pre-owned plants and cuttings. READ MORE

  5. 4. Multi-Channel Sentiment Analysis in Swedish as Basis for Marketing Decisions

    University essay from Stockholms universitet/Institutionen för data- och systemvetenskap

    Author : Malin Uhlander; [2023]
    Keywords : omni-channel marketing; sentiment analysis; Swedish; natural language processing; opinion mining;

    Abstract : In today’s world, it is not enough for companies to consider any one social media channel in isolation. Instead, they must provide their customers with a unified experience across channels and consider interdependencies between channels. READ MORE

  6. 5. The Overlooked Generation Online: Older Consumers and their attitudes toward Facebook advertising - : A quantitative study examining the factors affecting older consumers' attitudes toward Facebook advertising

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Rebecca Haddad; Ida Stigfur Strand; [2023]
    Keywords : Facebook Advertising; Social Media; Advertising Attitudes; Older consumers;

    Abstract : Although digital marketing and social media advertising for the past decades has become an integral factor for commercial companies in order to succeed, the group of older consumers seems to have been overlooked. The purpose of this study was to explore and increase the understanding about how Facebook advertising better can be utilized for older consumers [55+] in order to provide professionals with insights about how to better capture this opportunity. READ MORE