Essays about: "Online Media Industry"

Showing result 21 - 25 of 137 essays containing the words Online Media Industry.

1. 21. What's Next? A qualitative study about the growth of online B2C marketplaces in the Swedish fashion retail industry. Will curated marketplaces replace retail companies' own online channels?

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Lisa Fahlgren; Karin Östberg; [2022]
   Keywords : Curated Marketplaces; Digital Marketplaces; Fashion Retailing; E-commerce; Social Commerce;

   Abstract : Online marketplaces are currently gaining popularity in the Swedish market, and global incumbents such as Amazon have recently entered the market. Marketplace platforms are traditionally seen as an additional distribution channel that serves as an opportunity for retailers to capture new revenue streams and customers. READ MORE

3. 22. The Revolution(Race) of influencer marketing : a qualitative study of influencer’s perspective of how to represent an outdoor clothing brand

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

   Author : Michelle Dam; [2022]
   Keywords : Influencer; Influencer Marketing; Social Media; Brand; Advertising;

   Abstract : Background: The digitalization has challenged the retail fashion industry and forces them to continuously find new strategies to survive in today’s market. Nowadays, the marketing strategy works differently, and some marketing is built upon how a collaboration would look together with an influencer and how it should be communicated to the influencers followers. READ MORE

4. 23. The dynamic process of brand negotiation in virtual brand communities in the airline industry - a case study of a full-service carrier, KLM Royal Dutch Airlines

   University essay from Göteborgs universitet/Graduate School

   Author : Jing Rong Chang; Corina Choi Magnusson; [2021-07-01]
   Keywords : Brand negotiation; virtual brand communities; trust and commitment; actor-network theory; airline industry;

   Abstract : The increasing application of digitalisation and the popular use of social media affect the way brands communicate with their customers. The growing significance of virtual brand communities (VBCs) such as Facebook brand fan pages has led to a change in how brands and consumers interact, thus urging researchers and marketers to look for new perspectives of management within this area. READ MORE

5. 24. Sustainable Food Consumption in Germany

   University essay from Lunds universitet/Institutionen för tjänstevetenskap

   Author : Hui Liu; Katerina Eichhorn; [2021]
   Keywords : Sustainable Food Consumption; Theory of Planned Behavior; TPB; Attitude; Intention; Structural Equation Model; SEM; Germany; Social Sciences;

   Abstract : Purpose – The purpose of this paper is to study what influences consumers’ intention to buy sustainable food products in Germany by applying an extended model of the theory of planned behavior (TPB). Methodology – A questionnaire was developed based on previous research and the answers from a focus group. READ MORE

6. 25. Personalized Marketing - A study examining factors influencing millennials’ intention to act upon personalized advertisements on Facebook

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lovisa Svensson; Lorenzo Dirksz; [2021]
   Keywords : Personalized Marketing; Personalized Advertisements; Millennials; Facebook; Positive Attitude; Hedonic Motivation; Trust; Past Experience; Advertising Attributes; Intention to Act; Business and Economics;

   Abstract : Purpose: The fundamental aim of this thesis is to investigate how strongly the Personalized Marketing (PM) factors identified in previous literature correlate with millennials’, aged 24 to 40, intention to act upon personalized advertisements on Facebook. Thereafter, the goal was to compare the extent to which the outcomes varied depending on millennials' age group and gender. READ MORE