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Showing result 1 - 5 of 156 essays matching the above criteria.

  1. 1. Reputation Management in a Digital Age : How start-ups control their online reputation

    University essay from Karlstads universitet/Handelshögskolan (from 2013)

    Author : Fanny Jacobsson; Lo Meh Paw; [2024]
    Keywords : Online Reputation Management; Brand Equity; Startups; Image;

    Abstract : Background: With digitalization, the increased use of the World Wide Web and social media combined with the aware and engaged costumer, the conditions of reputation management are also evolving (Beal & Strauss, 2008; Jones et al., 2009). READ MORE

  3. 2. Sustainability Content on Social Media Marketing with a B2B Perspective : A qualitative multiple case study on sustainability in social media marketing in the global manufacturing industry

    University essay from Mälardalens universitet/Akademin för ekonomi, samhälle och teknik

    Author : Alexander Nordström Käll; Jonas Nyman; [2023]
    Keywords : B2B; Social media marketing; Sustainability; Relationship marketing; Trust-commitment;

    Abstract : Purpose: The purpose of this study is to investigate how sustainability can be used in social media marketing to create trust and commitment in B2B relationships with all stakeholders.  Method: Multiple case study with an abductive approach, data collection through nine semi-structured interviews and several sources of secondary data. READ MORE

  4. 3. The Authenticity Imperative - Towards Building Long-Term Relationships with Social Media Influencers in the Digital Age

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Alexandra Nuria Kunert; [2023]
    Keywords : social media influencer; influencer relations; authenticity; relationship management; strategic communication; Social Sciences;

    Abstract : Capturing how organizations build and maintain long-term and mutual beneficial relationships with influencers is an urgent quest by both, communication practitioners and scholars. In the ever-evolving context of digitalization, navigating influencer communication remains to be a major challenge, as the concept of an authentic partnership is constantly adapting in the fast-paced social media realm. READ MORE

  5. 4. Damned if you do, damned if you don't.

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Felix Ellqvist; Nicholas-Joel Kisling; Katharina Nadine Junge; [2023]
    Keywords : H M; sustainability; case; brand image; brand reputation; vocal; brand management; strategy; Business and Economics;

    Abstract : “(Un)sustainable fashion: H&M breaks promise.” “H&M sued for greenwashing claims, again.” “H&M under fire!” Helena Holgersson is sitting in her office on the top floor of H&M’s Stockholm Headquarters staring at the headlines flickering on her computer screen. READ MORE

  6. 5. Sports Clubs’ Role in City Branding - What do they actually do?

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Fanny Olsson; Måns Hofvander; [2023]
    Keywords : City branding; Participative approach; Stakeholders; Brand Creation; Sports Clubs; Social Sciences; Business and Economics;

    Abstract : In today’s city branding field, a gap exists between research and practice. A gap made more evident since the field has moved to prefer a participative approach, where stakeholders are more acknowledged as an important part of the city branding process, illustrating the little knowledge of stakeholders’ own practices. READ MORE