Essays about: "behaviour marketing"

Showing result 16 - 20 of 335 essays containing the words behaviour marketing.

1. 16. "The power of eWOM and online reviews on Generation Z" : A quantitative study about to what degree eWOM and online reviews influence Generation Z's purchase intention regarding interior design in Sweden.

   University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

   Author : Lizette Hughes; Persson Maria; [2023]
   Keywords : Generation Z; eWOM; WOM; Online reviews; Social media; Interior design; Consumer behaviour; Digital marketing; Purchase intention; Credibility; E-commerce; Referral marketing; Sweden;

   Abstract : Title: The power of eWOM and online reviews on Generation Z - a quantitative study about to what degree do eWOM and online reviews influence Generation Z’s purchase intention regarding interior design in Sweden. Background: This thesis explains the influence of electronic word of mouth (eWOM) and online reviews on the purchasing intention of Generation Z, the world's largest consumer group, within the interior design industry in Sweden. READ MORE

3. 17. From Streaming to Evoking That Extra Feeling

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Rebecka Kullenberg; Andrés Emilio Garcia Raffo; [2023]
   Keywords : Brand Attachment; Brand Experience; Brand Extensions; Consumer Attitude; Streaming Services; Business and Economics;

   Abstract : This study aims to investigate how brand extensions within streaming services affect consumers’ attitudes and emotional attachment to the parent brand. Beyond fit and quality, we provide an explanation of the connection between brand extensions, emotional attachment, and consumer attitude. READ MORE

4. 18. Playing to Win: How Gamification Can Boost Customer Engagement and Turn Non-Fans into Brand Advocates

   University essay from Stockholms universitet/Marknadsföring

   Author : Basak Öztürk; Rulan Hersono; [2023]
   Keywords : Customer Engagement; Gamification; Metaverse; Noncustomers; Online Brand Advocacy; Quasi-experiment;

   Abstract : In today’s progressive technology development, it is imperative to engage the customer and transform them to become brand advocates. Firms need to ensure their brand’s longevity in this competitive market, at times putting noncustomers in hindsight. READ MORE

5. 19. Remember the Good Old Days? : Investigating the effect that nostalgic music in advertising has on brand affection, purchase intention, and word of mouth.

   University essay from Linköpings universitet/Institutionen för ekonomisk och industriell utveckling; Linköpings universitet/Filosofiska fakulteten

   Author : Ellinor Ajander; Ida Hubertsson; Linnea Nilsson; [2023]
   Keywords : Nostalgia; Nostalgic Music; Advertising; Brand Affection; Word of Mouth; Purchase Intention;

   Abstract : Background: Nostalgia in marketing has become increasingly popular but the need for research within the field is prominent with a lack of models, approaches, and mediators of effectively using nostalgia in marketing, especially using nostalgic music in advertisements. The definition of nostalgia is an ambivalent feeling, including both fondness and sadness, when reminiscing about the past. READ MORE

6. 20. The consumer attitude towards AI in marketing : An experimental study of consumers attitudes and purchase intention

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Frida Eickhoff; Leonid Zhevak; [2023]
   Keywords : AI in marketing; diffusion of Innovation theory; consumer attitudes; Theory of planned behaviour; purchase intention; email marketing;

   Abstract : The use of AI has developed during the recent decades, and the application of it within different markets is continually growing. The application of it within marketing comes with different benefits that allow businesses to engage with the consumer and build a stronger relationship. READ MORE