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Showing result 1 - 5 of 77 essays matching the above criteria.

1. 1. Multi-Channel Sentiment Analysis in Swedish as Basis for Marketing Decisions

   University essay from Stockholms universitet/Institutionen för data- och systemvetenskap

   Author : Malin Uhlander; [2023]
   Keywords : omni-channel marketing; sentiment analysis; Swedish; natural language processing; opinion mining;

   Abstract : In today’s world, it is not enough for companies to consider any one social media channel in isolation. Instead, they must provide their customers with a unified experience across channels and consider interdependencies between channels. READ MORE

3. 2. The TikTok effect: How TikTok is shaping the way we consume music

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Greta Ranff; Loui Degener; [2023]
   Keywords : consumer behavior; music consumption; social media; TikTok; recommendation algorithms; marketing platforms; Business and Economics;

   Abstract : Digitalization has in recent years transformed the music industry and how people consume music. Simultaneously, the social media app TikTok has emerged as a major player in marketing, using its unique algorithmic structure and user-generated content to become a powerful marketing tool for musicians and record labels alike. READ MORE

4. 3. “Judge my Spotify” : A user-centred design study exploring content creator mindsets, behaviours and motivations for music sharing on TikTok

   University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

   Author : Adrian Bucka; [2023]
   Keywords : Content Analysis; Semi-structured Interviews; Motivation for Music Sharing; Content Creator Mindsets; Design Implications for Music Sharing on TikTok;

   Abstract : The rise of TikTok has revolutionised our interaction with music on social media, altering how we discover and share songs. Artists recognise TikTok's potential as a launchpad for their careers, while music streaming platforms have embraced user-generated content and introduced features for incorporating music into online sharing. READ MORE

5. 4. From Scroll to Cart: Investigating the Influence of TikTok Community Commerce Content on Adult Purchase Behavior

   University essay from

   Author : Adia Atwell; [2023]
   Keywords : TikTok; Community Commerce; Influence; Purchase Behavior; User-Generated Content; Word of Mouth; Stimulus Organism Response; Social Influence;

   Abstract : With the rise of social media platforms and the increasing popularity of short-form video content, TikTok has emerged as one of the dominant platforms for entertainment, information sharing, and commerce. This thesis aims to examine the influence of community commerce TikTok content on adult users, exploring the impact it has on their purchasing behaviors, perceptions, and overall engagement. READ MORE

6. 5. The Versatile Touchpoint: User-generated content as a new touchpoint in the customer journey

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Valeria de Leon; Miranda Ånäs; [2023]
   Keywords : Customer journey; Social commerce; Brand publics; TikTok; Customer experience; Customer engagement; Netnography; Business and Economics;

   Abstract : Purpose: The purpose of this study was to investigate how a new touchpoint has emerged due to the customers or potential customers sharing their customer journeys on social media through user-generated content. Methodology: This paper takes a qualitative approach where netnography research has been conducted to collect data on the social media platform TikTok. READ MORE