Essays about: "Newsjacking"

Found 2 essays containing the word Newsjacking.

  1. 1. Newsjacking and generation Z consumer behavior : Identifying patterns through a comparison with generation Y

    University essay from Linköpings universitet/Institutionen för ekonomisk och industriell utveckling

    Author : Alice Goret; Erik Lifvergren; [2022]
    Keywords : Generation Z; Generation Y; Newsjacking; Social Media; Value Creation;

    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

  2. 2. Real-time marketing effects on brand in social media

    University essay from Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap; Högskolan i Halmstad/Akademin för ekonomi, teknik och naturvetenskap

    Author : Therese Bengtsson; Daniel Håkansson; [2015]
    Keywords : RTM; newsjacking; brand equity; brand awareness; content; engagemen;

    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