Essays about: "Malin Evrenos"

Found 2 essays containing the words Malin Evrenos.

1. 1. SOCIAL CURRENCY - Consumer Response to Friendly Fire

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

   Author : Malin Evrenos; Ylva Lundberg; [2014]
   Keywords : Social Currency; Advertising; Facebook; Brand Advocacy; Consumer Response;

   Abstract : Social Currency has in this thesis, as in marketing practice, been defined as a marketing communication strategy in which a company accepts brand advocacy in social media as payment for their offering, contingent on the consumer meeting the requirements set by the company on the minimum size of the consumer's network. The exchange that is implied by the trade term social currency, theoretically falls under the definition of what is advertising and can be broken down to a barter exchange of a good of tangible value for brand advocacy in a well-connected consumer's network, where the consumer is paying for a good using online friendship - or more specifically online reach - as 'currency'. READ MORE

3. 2. FLOGGING - Making Customers Talk By Faking Their Voice

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

   Author : Malin Evrenos; Ylva Lundberg; [2012]
   Keywords : Flogging; Stealth Marketing; Fake Blog; Advertising; Marketing Effectiveness;

   Abstract : This thesis investigates the controversial area of Stealth Marketing, set apart by its nondisclosure of both the sender behind an advertising message and the fact that the consumer is being marketed to at all. This study concerns flogging, a type of stealth marketing where companies create and spread a fake blog in order to stimulate brand and product interest. READ MORE