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Showing result 1 - 5 of 93 essays matching the above criteria.

  1. 1. Investigating Marketing Effects of Ancient Storytelling Techniques: Could Ancient Storytelling Techniques in Marketing Communications Be the Holy Grail of Marketing Needed in These Times of Failure?

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

    Author : John Örman; Arvid Özcan-Arvidsson; [2023]
    Keywords : Marketing Communications; Psychology in Marketing; Storytelling in Marketing; Building a StoryBrand; Donald Miller;

    Abstract : The landscape of marketing is growing in competitiveness (Digital ad spend worldwide 2026. 2022), and marketers are consequently compelled to explore new ways to stand out and make their voices heard. READ MORE

  3. 2. A Consumer Perspective on Reshoring Production: Insights from Sweden

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Madeliene Hedin; Yajun Liang; Witt Gustaf; [2023]
    Keywords : Reshoring; Swedish Consumers; Purchase Intention; Brand Attitude; Social Acceptability; Perceived Social Responsibility;

    Abstract : Background: Reshoring refers to the process of bringing back manufacturing activities from foreign countries to the home country. The phenomenon is receiving increasing attention from companies and academics for factors such as increasing labor costs in offshore locations, supply chain disruptions, and a growing preference for locally made products. READ MORE

  4. 3. An analysis of how video advertising factors influence consumers' impulse purchase intentions — In the context of short-form video

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Huihao Lu; Yating Zheng; [2023]
    Keywords : Short-form video advertising; impulsive purchase intention; emotional response; Business and Economics;

    Abstract : Online shopping is gradually becoming a daily behavior in people's lives, and advertising marketing methods based on short videos are also playing an increasingly important role in this trend. Different from pictures and texts, it combines sound and picture, is easy to spread, and contains a lot of information, which conforms to people's habit of using fragmented information. READ MORE

  5. 4. DESIGNING FOR SUCCESS: ENHANCING E-COMMERCE PURCHASE INTENTION FOR ONLINE CLOTHING RESELLING PLATFORMS : A Mixed Method Multiple Case Study of Usability Factors and a Practical Usability Framework for Success

    University essay from Jönköping University/JTH, Avdelningen för datateknik och informatik

    Author : Jorge Vicente Nieto; Donja Hoorn; [2023]
    Keywords : Usability; multiple-case study; usability framework; website usability; second-hand apparel market; purchase intention; usability constructs;

    Abstract : The Online Clothing Reselling Platforms (OCRPs) industry foresees ongoing significant market growth, building upon the expansion it has achieved in recent years. This trend makes it essential to understand how website usability factors affect consumer behaviour and identify practical opportunities for optimization in this specific context of e-commerce. READ MORE

  6. 5. How do virtual tours affect willingness to pay for property in the real estate market?

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

    Author : Markus Sjölund; [2023]
    Keywords : willingness to pay; property; virtrual tours;

    Abstract : Although virtual tours for properties have existed for some time, it has recently become a highlyrelevant marketing tool for real estate agents. As it enables them to keep up with thecompetition, it has proven especially effective for hard-to-showcase properties. READ MORE