Essays about: "b2c communication"
Showing result 1 - 5 of 40 essays containing the words b2c communication.
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1. Digital media use towards relationship initiation in marketing : A qualitative study of Swedish Micro-firms in a B2B context
University essay from Umeå universitet/FöretagsekonomiAbstract : This thesis aims to explore what and how Swedish micro firms use digital media towards relationship initiation in a Business-to-Business (B2B) context. Digital media has been increasingly studied in marketing over time, but it has been predominated by Business-to- Customer (B2C) context, while the Business-to-Business context lacks attention, micro B2B firms even less in particular. READ MORE
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2. B2C screening in the fuzzy front end : A case study on how B2C can adopt B2B innovation screening on the consumer insight screening process
University essay from Luleå tekniska universitet/Industriell ekonomiAbstract : Purpose: The purpose of this study is to create practical guidelines for mid-level managers on how to structure their screening process of customer insights. In doing so, the study draws comparison between B2B and B2C innovation funnels and investigates what aspects the consumer market can benefit from in a global environment. READ MORE
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3. How to Mitigate Negative Changes on Consumer Behavior during Crises
University essay from Uppsala universitet/Uppsala universitet Samverkan (UU Samverkan); Uppsala universitet/Företagsekonomiska institutionenAbstract : The purpose of the thesis is to gain more insights into the factors of business-to-consumer (B2C) relationships and how they can be used to mitigate negative changes in consumer behaviors during crises. In today's changing landscape, companies are faced with the challenge of understanding and managing consumer behavior in moments when they are hit by unpredictable events in the form of crises, where the importance of B2C relationships can have a significant influence on consumer behavior. READ MORE
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4. What influences most: Celebrities, Influencers, or Mascots?: Investigating the effectiveness of different Endorsers in Consumer Communication
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : This thesis aims to bring insights into the field of endorser marketing. Celebrity, mascot, and influencer endorsements, especially with the rise of social media, are very popular and often-used by marketers in B2C marketing. READ MORE
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5. How do B2B use social media to build trust? : An exploratory study in what aspects create, maintain and destroy interorganizational trust
University essay from Högskolan i Skövde/Institutionen för handel och företagandeAbstract : Social media usage in the B2B sector is increasing at a slower rate than B2C and the research literature sends a unanimous message; B2B firms would benefit in multiple ways using social media as a tool when establishing and entertaining business relationships. The concept of trust is proved to be of great importance in the construction of these relationships. READ MORE