Essays about: "Marketing Factors"

Showing result 21 - 25 of 894 essays containing the words Marketing Factors.

1. 21. An analysis of how video advertising factors influence consumers' impulse purchase intentions — In the context of short-form video

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Huihao Lu; Yating Zheng; [2023]
   Keywords : Short-form video advertising; impulsive purchase intention; emotional response; Business and Economics;

   Abstract : Online shopping is gradually becoming a daily behavior in people's lives, and advertising marketing methods based on short videos are also playing an increasingly important role in this trend. Different from pictures and texts, it combines sound and picture, is easy to spread, and contains a lot of information, which conforms to people's habit of using fragmented information. READ MORE

3. 22. Silent Followers! : A Qualitative Study on the Factors Behind Low Comment Engagement Among Luxury Brand Followers on Instagram

   University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

   Author : Lara Kayyal; Shahed Karkoor; [2023]
   Keywords : Instagram; Follower Engagement; Algorithm; Social media; Luxury brands.;

   Abstract : This research explores the reasons why followers of luxury brand Instagram accounts engage less frequently through commenting despite having a large number of followers. The study addresses the research question: "Why do Instagram followers of the luxury brand engage less through comments despite having a large number of followers?". READ MORE

4. 23. How digitalization and package deals can be measured and compared for hotels in the tourism sector : A comparative study of hotels in the counties of Halland and Kalmar

   University essay from Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhet

   Author : Hugo Svensson; William Sundén; [2023]
   Keywords : Tourism; Digitalization; Measurement; Digital Marketing; Hotels; Package Deals;

   Abstract : Tourism plays a crucial role in driving economic growth and regional development for countries worldwide as well as spurring economic growth in counties within regions. This thesis delves into the unexplored potential of two Swedish counties, Halland and Kalmar, as tourist destinations. READ MORE

5. 24. Human-Like Chatbot : A quantitative study of the emotional response toward human-to-machine interaction

   University essay from Högskolan i Halmstad/Akademin för företagande, innovation och hållbarhet

   Author : Anastasiia Jönsson; Clara Nordberg; [2023]
   Keywords : Digital Marketing; Chatbot; Emotion; Empathy; Humanlike; Human-to-machine interaction; ChatGPT;

   Abstract : Problem formulation: The problem that the thesis research relates to is the limitations of artificially intelligent chatbots as interlocutors. The emotional component of communication plays an essential role in the customer experience, but many users have a negative attitude toward chatbots due to their lack of humanity and empathy. READ MORE

6. 25. How to Make a Narrative Fly?

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Kevin Fritz; [2023]
   Keywords : Brand legitimacy; discursive theory; lexical choices; semiotic resources; narrative; multimodal critical discourse analysis; SAS; storytelling; strategic communication; digital media; Social Sciences;

   Abstract : The airline industry has been heavily affected by crises that have occurred in the last years. By using the theory of brand legitimacy and storytelling, a multimodal critical discourse analysis was conducted. 2020 is a year by many seen as a paradigm shift, due to the Covid-19 pandemic. READ MORE