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Found 2 essays matching the above criteria.

1. 1. CHALLENGES WHEN DIFFUSING INNOVATIVE PRODUCTS THROUGH DIGITAL MARKETING - A qualitative research study exploring the major challenges when diffusing innovative products through digital marketing based on a case study of a diving equipment company

   University essay from Göteborgs universitet/Graduate School

   Author : Sophie Längvik; Emma Wallander; [2021-07-09]
   Keywords : Product Innovation; Diffusion of Innovation; Communication; Digital marketing; Social media marketing; Content marketing; Influencer marketing; Search engine optimization; Search engine marketing;

   Abstract : The main objective with this study was to explore the major challenges when diffusing innovative products through digital marketing. The purpose of this research was to bring clarity in what challenges managers for innovative products face when using digital marketing practices, such as Social Media Marketing, Content Marketing, Influencer Marketing and SEO/SEM to diffuse their products. READ MORE

3. 2. How does Event Marketing work on Social Media? : A qualitative study exploring Event Marketing in a Social Media context

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Louise Larsson; Sophie Längvik; Linnéa Kjörling; [2019]
   Keywords : Event marketing; communication; social media; experience; event marketing on social media; marketing events on social media.;

   Abstract : Background: Event marketing is a way for businesses to entertain consumers and promote the brand or product through the use of events. Within event marketing, entertainment, excitement and enterprise are important concepts to include in order to create a successful event. Purpose: The purpose is to explore event marketing in a social media context. READ MORE