Essays about: "ethical marketing consumer"
Showing result 1 - 5 of 57 essays containing the words ethical marketing consumer.
-
1. Influencer Endorsements of E-Cigarette Brands on Instagram : A study of Gen Z perception of influencers endorsing e- cigarette brands on Instagram
University essay from Jönköping University/Internationella HandelshögskolanAbstract : The widespread use of social media platforms and the emergence of influencer marketing have revolutionized brand-consumer interactions, particularly among the younger demographic. In line with this trend, the influence of e-cigarette influencers on Generation Z (Gen Z) has become a prominent area of research. READ MORE
-
2. Are Influencers the Next Brand-Building Tool? : A Qualitative Study on How Influencer Marketing Affects Customer-Based Brand Equity
University essay from Umeå universitet/FöretagsekonomiAbstract : Given the rise of social media and the growing importance of influencers on consumer behavior, gaining an understanding of how influencers and the practice of influencer marketing impact the brand from the consumer's perspective is crucial. Additionally, a significant amount of companies compete for consumers' attention in today's market. READ MORE
-
3. How does algorithmic literacy challenge the utilisation of TikTok for global marketers, taking into account ethical concerns?
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Thesis purpose: To investigate the role of algorithmic literacy in the case of TikTok, and how its strategic performance, including the challenges and associated ethical issues, affects global marketers. Methodology: Adapting a social constructivist approach, twelve qualitative semi-structured interviews with global marketers allowed us to gather deeper insights Theoretical perspective: In order to fulfill the above objective, the study looks at literature streams in social media algorithms and algorithmic literacy, as well as adopts scholarship in marketing ethics and socio-psychological concepts concerning consumer behaviour and decision making processes. READ MORE
-
4. Evaluating Brand Perception Regarding Sustainability through Digital Marketing
University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)Abstract : This study evaluates the effect of sustainable business practices on brand perception. Digital marketing is a vital tool for any business, and sustainability is a significant element in brand management and marketing. READ MORE
-
5. Fashionable & Sustainable? A case study exploring the markets contribution to the ethical consumption gap
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : The primary purpose of this study is to examine how the market contributes in creating the ethical consumption gap to serve the underlying structures in which predicates and benefits from the gap. Consequently, the research seeks to add to current theoretical understanding in the field. READ MORE