Essays about: "Personalized marketing"

Showing result 1 - 5 of 36 essays containing the words Personalized marketing.

  1. 1. The game-changer : E-retailer's strategies in CRM and personalized marketing in concordance with GDPR

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Emma Nilsson; Alexandra Pierce; [2020]
    Keywords : ;

    Abstract : The purpose of this thesis is to provide a deeper knowledge of how GDPR has affected Swedish e-retailers CRM and personalized marketing in connection to trust and privacy. The changed prerequisites elicited a need for in-depth knowledge of the affects. READ MORE

  2. 2. Personalization-privacy paradox : Exploring invasive ads on social media, in relation to perceived usefulness, consumer privacy and trust

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Oliver Hillqvist; Amanda Johnsson Östergren; [2020]
    Keywords : Privacy; trust; social media; invasiveness; usefulness; personalized marketing;

    Abstract : Background: In the realm of online digital marketing, personalization tailored around the user’s interests are becoming the norm. It is becoming more and more challenging for marketers to get the attention of relevant consumers and get heard through all the noise. READ MORE

  3. 3. A world without packaging? : How can food retailers reframe the practice of packaging?

    University essay from Uppsala universitet/Företagsekonomiska institutionen; Uppsala universitet/Företagsekonomiska institutionen

    Author : Fredrik Röjning; Fredrik Petersson; [2020]
    Keywords : zero waste initiative; zero packaging; packaging; framing; cognitive resonance; emotional resonance; motivational resonance; intervention stages attract; change and retain .;

    Abstract : Considering the increasing competition between brands and products, packaging has become an important framing tool to influence customers' purchasing decisions. However, given the growing environmental concerns, zero packaging has emerged as a new practice to face the challenges of preventing and encouraging the use of packaging. READ MORE

  4. 4. Hey Google, speak human to me! A quantitative experiment of human-likeness and personalization in voice assistant interaction

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

    Author : Louise Bengtsson; Violaine Lulin; [2019]
    Keywords : Voice Assistant; Social Presence; Anthropomorphism; Service Encounter; Advertising Context;

    Abstract : Voice assistants are a new customer touchpoint for businesses, and the market for voice shopping is expected to grow substantially in upcoming years. Despite high societal and business interest, academic marketing research on consumer interaction with voice assistants is scarce. READ MORE

  5. 5. Personalization paradox: the wish to be remembered and the right to be forgotten : A qualitative study of how companies balance being personal while protecting consumers’ right to privacy

    University essay from Uppsala universitet/Företagsekonomiska institutionen; Uppsala universitet/Företagsekonomiska institutionen

    Author : Alexandra Harrysson; Julia Olsson; [2019]
    Keywords : personalization; privacy; trust; transparency; control;

    Abstract : Many argue that personalization is needed in a modern marketing strategy. Whilst there are several positive aspects of personalization, e.g. improved customer satisfaction rates, it can also lead to firms being perceived as intrusive and elicit privacy concerns. READ MORE