Essays about: "experimental marketing"

Showing result 16 - 20 of 77 essays containing the words experimental marketing.

1. 16. Staying competitive with the help of social proof - A quantitative study on the strength of different social proof tactics in an online context and the moderating effect of brand equity

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

   Author : Marcus Hagström; Teo Bodin; [2021]
   Keywords : social proof; e-commerce; popularity information; customer reviews; brand equity;

   Abstract : The recent growth in global e-commerce sales caused by the Coronavirus pandemic has created cause for retail brands to re-evaluate the employed social influence tactics on their online product pages in an effort to remain competitive. Two tactics which are commonly used on these online product pages are popularity information statistics and customer reviews. READ MORE

3. 17. Never Good Enough - Why It Is Worth It to Normalize Normal Bodies : A Quantitative Analysis of the Impacts of Body Image Satisfaction on the Reaction Towards Body Positivity and Thinspiration Commercials

   University essay from Jönköping University/IHH, Företagsekonomi; Jönköping University/IHH, Marketing and Logistics; Jönköping University/IHH, Redovisning, Marknadsföring, SCM, Informatik och Rättsvetenskap

   Author : Madlen Falk; [2021]
   Keywords : Body Image Satisfaction; Body Positivity; Body Neutrality; Self-Esteem Advertising; Attitude; Quantitative Survey; Representative Panel; Women; Germany;

   Abstract : Background: There is a ubiquitous societal trend to define one’s self-worth based on externalities such as looks. The visibility of idealised and homogenous, mainly white, ‘perfect’ bodies in mass media contributes to the surge in body dissatisfaction of individuals, especially young women. READ MORE

4. 18. A study of consumer behaviour in the digital world - The power of alternatives

   University essay from Högskolan i Halmstad

   Author : Nilsson Eric; Mohlin Ludvig; [2021]
   Keywords : Marketing; business economy; decision-making; consumer behavior; options; alternatives;

   Abstract : As COVID-19 has led to more desktop usage overall it could be said that the screen size has increased for the general consumer. Previous research shows that what device a consumer uses when browsing the internet also affects their behaviour and more particularly their decision making. READ MORE

5. 19. Reminding You to Purchase

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Joel Andersson Eneberg; Pauli Jokela; [2021]
   Keywords : nostalgia marketing; purchase intention; self-referencing; consumer behavior; Business and Economics;

   Abstract : The study aims to analyze the effect of nostalgia marketing on consumers’ purchase intention by investigating if nostalgia has a relationship with purchase intention, and if self-referencing has an interacting effect on the relationship. The research is conducted in a quantitative method with a deductive approach, designed as a cross-sectional experimental study containing four separate web-based surveys with different stimulus conditions. READ MORE

6. 20. It’s just a meme bro! : How memes in marketing communication affects brand personality

   University essay from Högskolan Kristianstad/Fakulteten för ekonomi

   Author : Alban Krasniqi; Victor L. Palmstadius; [2021]
   Keywords : Brand personality; A New Measure of Brand Personality; secondary associations; memes; marketing communication;

   Abstract : Internet memes have in recent years become a prevalent phenomenon which brands have now started to use in their marketing communication efforts. Previous brand personality research suggested that communication style can change a brand’s perceived personality from a consumer’s perspective. READ MORE