Essays about: "Relational Marketing"
Showing result 1 - 5 of 29 essays containing the words Relational Marketing.
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1. Echoes of the past: A Qualitative Study on Personal and Historical Nostalgia and their Impact on Consumer Identity
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis Purpose: The purpose of this study is to explore young consumers' identity creation in the context of nostalgic consumption and marketing. The study seeks to deepen the understanding of how young consumers construct their identities by exploring the impact of two forms of nostalgia, personal and historical. READ MORE
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2. Followers’ Perception of Transparency in Persuasive Intent : The Role of Parasocial Relationship and Persuasion Knowledge in Sponsored Content
University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)Abstract : Background: Social media marketing has grown rapidly in recent years and has become a standard tool for marketers. As a result, companies use social media influencers (SMIs) to reach their target audiences. One important aspect of influencer marketing is the relational aspect. READ MORE
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3. Permission-based Email Marketing for Customer Engagement : A qualitative study on how email marketing and relational factors influence consumers' non-purchase behaviors
University essay from Umeå universitet/FöretagsekonomiAbstract : Email marketing is not a new concept within marketing, it has been used by companies as a cost-effective way to incentives purchases for decades. However, during the past few years, there was a shift in the way email can be used. READ MORE
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4. Value creation in an Open Innovation relationship : Investigating the relational factors in an accelerator program
University essay from Uppsala universitet/Företagsekonomiska institutionenAbstract : The mutual need between organizations and startups, from one side to stay competitive and the other to survive, leads to open innovation relationships. However, the actors are asymmetrical, leading to a risk that no value is created. Nevertheless, value needs to be created in the relationship to enable open innovation. READ MORE
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5. Marketing AI in B2B relationships from an attentional perspective : A qualitative multiple case study on marketing managers from manufacturing and IT industries
University essay from Mälardalens universitet/Akademin för ekonomi, samhälle och teknikAbstract : Purpose: To explore the influence of marketing AI on marketing managers' attention allocation to leverage customer relationships in different business-to-business contexts. Method: Abductive approach and multiple case study, data collection was made by qualitative semi-structured interviews and secondary data collection. READ MORE