Essays about: "Marketing activities"

Showing result 16 - 20 of 510 essays containing the words Marketing activities.

  1. 16. Examine the Impact of Attractiveness of Social Media Influencers on Douyin User Purchase Intentions: A Quantitative Study of Sportswear Industry

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Zehui Sun; Xiaoyuan Cheng; [2023]
    Keywords : Social media influencer; Influencer marketing; Source attractiveness; Consumer attitude; Purchase intention; Business and Economics;

    Abstract : Thesis purpose: The objective is to understand the impact of social media influencers’ familiarity, likeability and similarity on the purchase intention of Douyin users, particularly in the sportswear industry. Methodology: This study has utilised a quantitative method based on a positivist philosophical position, and followed a deductive approach. READ MORE

  3. 17. All Aboard the AI Express : An Exploratory Study on AI Implementation for Enhanced Digital Servitization from an S-D Logic Perspective

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Fanny Johansson; [2023]
    Keywords : Artificial Intelligence AI ; Digital Servitization; Service-Dominant S-D Logic; Value-adding Services; Co-Development; B2B Marketing;

    Abstract : Background: To remain competitive in Industry 4.0, B2B suppliers must develop new and increasingly advanced digital services by incorporating AI. However, although being of interest to practitioners, academic research on successful AI implementation in B2B functional domains is lacking. READ MORE

  4. 18. Phygital Fashion Week : A Qualitative Study of the Contemporary Copenhagen Fashion Week

    University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Author : Joanna Turner; Andrea Poth; Linnea Göthelid; [2023]
    Keywords : Fashion Marketing; Fashion Week; Phygital; Gatekeeping; Exclusivity; Buzz Marketing; Social Media;

    Abstract : The value of fashion week’s physical presence has been questioned in connection with the Covid-19 pandemic, when fashion week became fully digital. Once the pandemic subsided, the digital attributes were retained and combined with the physical space, resulting in a phygital fashion week. READ MORE

  5. 19. Role of Social Media Presence for Thriving in and Improvement of Brand Awareness in the Fashion Industry of Sweden

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

    Author : Bilal Mehdi; Adnan Kalim; [2023]
    Keywords : social media; Brand Awareness; Demographics; Fashion Industry; Sweden;

    Abstract : Purpose: The purpose of this study was to examine the role of social media presence in thriving in and increasing brand awareness in the fashion retail industry of Sweden. The study investigates how social media usage affects brand awareness in the fashion industry of Sweden. READ MORE

  6. 20. No more pink barbies? : Investigating customer acceptance towards gender neutral marketing initiatives

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

    Author : Alina Steindl; [2023]
    Keywords : Gender stereotypes; gender stereotypes in marketing; ethics in marketing; gender pay gap; gender inequality; gender neutral marketing; children’s toys;

    Abstract : Background: Marketing communication often uses gender-stereotyped messages to reach their target groups more effectively. Activities like this can have harmful consequences, especially when aimed towards children. Those effects have been found to also contribute to gender inequalities, among other aspects. READ MORE