Essays about: "Victor Ricard"

Found 1 essay containing the words Victor Ricard.

1. 1. Effective or offensive advertising? : An exploratory study on negative Word-of-Mouth and consumers’ perception

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Anne-Gabrielle Hoarau; Lara Gendre; Victor Ricard; [2018]
   Keywords : Viral Marketing; Word-Of-Mouth; Advertisement; Controversy; Influence; Self-Congruence;

   Abstract : Background:               Thanks to digitalization, the current generation Y is constantly exposed to advertising and information, blurring boundaries that can lead to a “buzz”, process more and more common online due to the possibility to publicly respond.   Purpose:          The aim is to understand the processes leading to a possible influence of consumer perception via negative online word-of-mouth and advertisements deemed controversial. READ MORE