Essays about: "Online Media Marketing"

Showing result 1 - 5 of 264 essays containing the words Online Media Marketing.

1. 1. Real vs Reel: Drivers of Consumer Engagement in Online Brand Communities. A Netnographic Study on Red Bull’s Facebook Brand Page

   University essay from Göteborgs universitet/Företagsekonomiska institutionen

   Author : Moa Lind; Malin Morup; [2024-02-12]
   Keywords : Consumer engagement; online brand communities; social media; netnography; authenticity; disengagement; relationship marketing;

   Abstract : Online brand communities contribute to companies by being a digital extension of the brand, enabling a diversified complementary market, and constituting a driving marketing force through consumer engagement. However, with great opportunities comes also great responsibilities, and its challenges. READ MORE

3. 2. Digital media use towards relationship initiation in marketing : A qualitative study of Swedish Micro-firms in a B2B context

   University essay from Umeå universitet/Företagsekonomi

   Author : Xian Li; [2023]
   Keywords : Keywords: Digital media; Relationship marketing; Business-to-Business marketing; Trust; Customer relationship initiation;

   Abstract : This thesis aims to explore what and how Swedish micro firms use digital media towards relationship initiation in a Business-to-Business (B2B) context. Digital media has been increasingly studied in marketing over time, but it has been predominated by Business-to- Customer (B2C) context, while the Business-to-Business context lacks attention, micro B2B firms even less in particular. READ MORE

4. 3. THE ROLE OF SOCIAL MEDIA FASHION  INFLUENCERS ON GEN Z CONSUMERS LAST MINUTE HOLIDAY SHOPPING : A qualitative study on gen z consumers purchase behavior on fast-fashion retailer  

   University essay from Linnéuniversitetet/Institutionen för management (MAN)

   Author : Tracy Najjuko; [2023]
   Keywords : Consumer behavior; Purchase intention; Social media; Influencers; Fashion; Fast-fashion;

   Abstract : The online activities on social media have become a popular beverage among female gen zers in Sweden, as they rely on the platforms to recieve the information they need when evaluating a fashion purchase. This research aims to investigate the consumer last-minute holiday shopping on fast-fashion brands, and how the online fashion influencer could impact them in such occasions. READ MORE

5. 4. Community members on the wall, are you more in love after all? : The differences between community members and non-members brand love, brand loyalty and purchase intentions

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

   Author : Filippa Sandberg; Josephiene Dogan; [2023]
   Keywords : Marketing;

   Abstract : Background: Social media is growing bigger and bigger by the day, and it wasn't that many years ago that it was first introduced to the world. Along with social media, the marketing world has changed immensely and one of the things that have been added over the years is social media-based brand communities that are groups of people that forms online to support or discuss a certain brand. READ MORE

6. 5. The Effect Of Social Media (Paid, Earned, Owned) On Consumer Green Purchase Behaviour In Chinese Market : A Quantitative Research

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

   Author : Zixiong Chen; Yidi Mao; [2023]
   Keywords : Social Media Marketing; Owned Media; Earned Media; Paid Media; Green Purchasing Behaviour;

   Abstract : Background As people become more aware of environmental protection, green purchasing has gradually become a trend among consumers. Social media, as an emerging marketing approach, has also started to gain more and more companies' attention and application. READ MORE