Essays about: "factors influence on advertising"

Showing result 16 - 20 of 50 essays containing the words factors influence on advertising.

1. 16. Insta(nt) credibility? : Exploring how Generation Z assigns credibility to influencers and their sponsored posts on Instagram

   University essay from Högskolan i Jönköping/Internationella Handelshögskolan

   Author : Lisa Stedt; Nathalie Skoglösa; Elina Svelander; [2019]
   Keywords : Influencer marketing; Source credibility; Instagram; Generation Z;

   Abstract : Background: Today, 98% of all Swedish upper secondary school students have Internet access and the majority possess accounts on social media; allowing them to generate content and engage with brands in a new way. Amongst this, we find influencer marketing; a new form of endorsement strategy utilized by companies in the social media setting to promote products and brands. READ MORE

3. 17. Advertising agencies’ attractiveness in the exploration phase

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Anton Nordström; Vincent Pontho; [2019]
   Keywords : Agency attraction; exploration phase; professional services;

   Abstract : This paper digs deeper into the concept of attraction and what makes a marketing agency attractive. The authors focus on the very first stage of a business relationship before the project sets off, seeking to uncover what attraction is and which factors influence it. READ MORE

4. 18. Online Communication and Brand Attitudes : A Millennial Perspective

   University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

   Author : Linnea Vaara; Sabina Zahiraldinni; [2019]
   Keywords : electronic word-of-mouth; positive electronic world-of-mouth; negative electronic word-of-mouth; brand attitude; millennials; social network sites;

   Abstract : This study’s purpose was to provide a deeper understanding regarding how millennials’ attitudes towards brands are influenced by online communication. With the aim of fulfilling the purpose of the study, two research questions of descriptive and explorative kind were stated; “How can the factors that influence millennials’ use of electronic word-of-mouth be described?” as well as “How does electronic word-of-mouth influence millennials’ brand attitude?”. READ MORE

5. 19. Factors Influencing E-commerce Usage within Internationalisation : A study of Swedish small and medium-sized fashion retailers

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Ngoc Anh Minh Luong; Liangqi Wang; [2019]
   Keywords : Factors; E-commerce; sales channels; Internationalisation; Uppsala model; psychic distance; SMEs; fashion retailers; Sweden fashion industry;

   Abstract : Purpose − Previous research has shown that Swedish Small-and-Medium enterprises (SMEs) have a relatively low level of digital maturity when it comes to export, thus limiting growth potential in international markets. This study aims at investigating this phenomenon with a focus on e-commerce, as it is among the top digital channels that have a large impact on international expansion. READ MORE

6. 20. Consumer Experience of Online Behavioural Advertising : A qualitative study exploring factors influencing consumer experience of OBA by Swedish online fashion retailers

   University essay from Högskolan i Jönköping/Internationella Handelshögskolan

   Author : Linnea Lind; Cassandra Olsson; [2018]
   Keywords : ;

   Abstract : Background For companies operating in the online fashion retail sector, understanding consumer behaviour is vital because of increased competition in the online market. The techniques for acquiring the necessary consumer information have, along with the digital revolution, become increasingly analytical and with this new marketing strategies and technologies have emerged. READ MORE