Essays about: "Ludwig Månsson"

Found 2 essays containing the words Ludwig Månsson.

1. 1. Drivers of Negative Customer Engagement : A quantitative study testing a model of negative customer engagement and its proposed antecedents

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Månsson Ludwig; Hempel Ossian; [2022]
   Keywords : Perceived justice; Customer engagement; Negative customer engagement; Negative disconfirmation; Cognitive appraisal theory;

   Abstract : Abstract Purpose - The purpose of this study is to extend the current understanding of NCE and its antecedents. Design/methodology/approach - A deductive approach was used to confirm the proposed model of NCE using structural equation modeling. READ MORE

3. 2. The Utilization of Social Media Marketing in a B2B context- Marketing Decision-makers Point of View

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Ludwig Månsson; Sheriff Shahen; Sepehr Gharanfoli; [2020]
   Keywords : Social Media Marketing; Social Media; Social Media Perception; Digital Marketing; Industrial Marketing; Business-to-business; Marketing Communication;

   Abstract : To date, the rather new phenomena known as Social Media Marketing (SMM) has caught much attention from researchers and several studies have been conducted prior to resolving how this new phenomenon can be utilized by business-to-business (B2B) organizations. However, existing literature covering SMM has been mainly focused on the business-to-consumer (B2C) perspective, therefore, there is a lack of research in the utilization of SMM in a B2B context. READ MORE