Essays about: "Newsjacking"
Found 2 essays containing the word Newsjacking.
1. Newsjacking and generation Z consumer behavior : Identifying patterns through a comparison with generation YUniversity essay from Linköpings universitet/Institutionen för ekonomisk och industriell utveckling
Abstract : The term Newsjacking was popularized by David Meerman Scott in his book “The new rules of marketing & PR” (2020). The author describes this practice as a tool for marketers that consists in turning “a breaking news story” into an advertisement (p. 360). READ MORE
University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap; Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap
Abstract : Purpose: The purpose of this research is to investigate whether RTM-advertising is a more effective and attractive way of creating social media content compared to traditional social media marketing, and if so, provide insights on what makes it successful. The objective is also to get a greater understanding if such real-time marketing may affect the consumers’ perception of a brand due to the lack of time to consider the content of the marketing message. READ MORE