Essays about: "Marketing Tactics"

Showing result 1 - 5 of 35 essays containing the words Marketing Tactics.

1. 1. Unveiling the Art of Illusion: Exploring the Fabrication of Authenticity and Trustworthiness by Social Media Micro-Influencers to Engage Their Audience : An exploratory multiple case study that aims to analyze how social media micro-influencers fabricate authenticity and trustworthiness to engage their audience

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Armin Roshandel; Felix Miöen Dahlström; Kevin Ekström; [2023]
   Keywords : ;

   Abstract : Background: Social networking sites have transformed communication and advertising, with influencers like micro-influencers and "instafamous" individuals playing a crucial marketing role. Businesses now leverage these influencers to engage audiences and promote their brands, creating new opportunities for online brand promotion and consumer engagement. READ MORE

3. 2. How can B2B companies optimize their marketing and sales efforts in the customer journey with digital means? : A case study with a Swedish manufacturing company.

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

   Author : Lisa Svensson; Sanna Eriksson; [2022]
   Keywords : Data-driven Marketing; B2B Customer Journey; B2B Sales Funnel; B2B Sales Management; Digital Inbound Marketing; Digital Content Marketing; Growth hacking;

   Abstract : Rapid digital transformation, accelerated by covid-19 and a younger, more digital workforce, has changed the B2B sales environment affecting customer behavior, business practices and technologies. To adapt to this change B2B companies need to create new endeavors that connect marketing and sales activities, and identify how these can be efficiently enhanced by technology and digital tools. READ MORE

4. 3. Followers’ Perception of Transparency in Persuasive Intent : The Role of Parasocial Relationship and Persuasion Knowledge in Sponsored Content

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Rebecca Frölander; Johanna Gullbrandsson; [2022]
   Keywords : Influencer Marketing; Social Media Influencers; Parasocial Relationship; Persuasion Knowledge; Transparency; Sponsored Content;

   Abstract : Background: Social media marketing has grown rapidly in recent years and has become a standard tool for marketers. As a result, companies use social media influencers (SMIs) to reach their target audiences. One important aspect of influencer marketing is the relational aspect. READ MORE

5. 4. Sustainability Propaganda – The Oatly case : A qualitative content analysis of Oatly's external communication.

   University essay from Linnéuniversitetet/Institutionen för medier och journalistik (MJ)

   Author : Maja Lundgren; [2022]
   Keywords : Propaganda; brand activism; persuasion; rhetoric; strategic communication; Oatly; Propaganda; varumärkesaktivism; övertalning; retorik; strategisk kommunikation; Oatly;

   Abstract : The brands' commitment to sustainability is being developed into an established market strategy, which means that the concept of brand activism is becoming increasingly common. Due to this development, the external communication that these brands drive also tends to adopt a more convincing and coercive approach in order to influence the consumers. READ MORE

6. 5. White Nicotine Pouches of Freedom?

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Malin Nilsson; Emmy Nordin; [2022]
   Keywords : Femvertising; Greenwashing; Healthwashing; Intention to Purchase; White Nicotine Pouches; Social Sciences;

   Abstract : In today’s digital climate, consumers are constantly exposed to marketing and communication from companies and organisations. The increase in marketing has subsequently led to the birth of new, and in some cases, misleading advertising strategies, such as Greenwashing and Healthwashing. READ MORE