Essays about: "Integrated Marketing Communications"
Showing result 1 - 5 of 17 essays containing the words Integrated Marketing Communications.
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1. Consumer responsibilization in sustainable fashion communications on Instagram : A multimodal discourse analysis
University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomiAbstract : Background, Problem Statement and Gap - Political agendas informed by the negative impacts of increasing consumption (including fashion consumption) have allocated major parts of the responsibility to contribute to sustainable development to individual consumers. These agendas subsequently highlighted the need to provide more information, including through media and social media, about the negative impacts of fashion consumption - and consumption at large - to the consumer. READ MORE
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2. Speaking About Voice : A Study on Communicating Brand Personality Through Virtual Assistants
University essay from Linköpings universitet/Företagsekonomi; Linköpings universitet/Filosofiska fakultetenAbstract : Problematization: Earlier research on brand communication emphasize the importance of communicating a brand consistently throughout all marketing channels and media. Virtual assistants (VAs) are a new marketing media and a relatively new technology with which a brand can communicate with customers. READ MORE
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3. Reaching Generation Z : A qualitative study examining marketing communication channels for targeting Generation Z to establish brand awareness
University essay from Linköpings universitet/Företagsekonomi; Linköpings universitet/Filosofiska fakultetenAbstract : Brand awareness and its establishment among consumers has been a central theme in previous research on marketing as it is proven to indirectly induce purchase. It is thus seen as crucial for marketers to establish brand awareness. However, a research gap is apparent in regard to creating brand awareness among Generation Z. READ MORE
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4. Performing Sustainability in Fast Fashion Retailing
University essay from Lunds universitet/Institutionen för tjänstevetenskapAbstract : This paper stems from understanding how fast fashion retailers market their sustainability and how the retail space drives different forms of sustainable performances and consumption. Departing from a practice-based approach and practice theory, the study gives insights on how retailers actions in the production chain are translated in-store and online for consumers sense-making, performances and consumption practices. READ MORE
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5. The NA-KD Truth About Influencer Marketing : Exploring influencer marketing through integrated marketing communication and the influencer’s role in strengthening a brand
University essay from Högskolan i Jönköping/IHH, FöretagsekonomiAbstract : Problem: The nature of marketing communications is changing as a result of the rise and development of social media. In response to this advancement, the way in which companies communicate with their target audience has shifted. Consumers today attain greater control in terms of receiving and influencing a message. READ MORE
