Essays about: "from traditional marketing to relationship marketing"

Showing result 16 - 20 of 53 essays containing the words from traditional marketing to relationship marketing.

1. 16. How competing brands are being communicated through Influencer Marketing : A qualitative study aimed to explore how consumers evaluate an influencer communicating competing brands

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Josefin Dahlqvist; Samanta Preiksaite; [2018]
   Keywords : Influencer Marketing; Communication; Trust; Influencer-Consumer Relationship; Consumer Purchasing Decisions;

   Abstract : Background: In today’s society, Influencer Marketing (IM) has become a rising phenomenon where brands collaborate with influencers in order to reach a wider range of consumers. Through the popularity of IM, influencers hold strong influential power since consumers feel a higher level of relatedness to them than traditional marketing efforts. READ MORE

3. 17. Towards a world of influencers: Exploring the relationship building dimensions of Influencer Marketing

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Ann-Sofie Gustavsson; Arij Suleman Nasir; Sarvinoz Ishonova; [2018]
   Keywords : Influencer Marketing; Relationship Building; Social Media Influencers; Social Media Marketing;

   Abstract : Background The emergence of the Internet, and in particular social network sites, has led to the appearance of new powerful actors, i.e. Social Media Influencers, with the power to persuade their audience. This introduced a middleman in the company-consumer relationship and a new stakeholder to build relationships with. READ MORE

4. 18. Where should your influencer marketing strategy land?

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

   Author : Sofie Murakas; Emmy Svedberg; [2018]
   Keywords : Influencer marketing; Landing page; Influencer post; Sponsorship disclosure; Instagram;

   Abstract : Influencer marketing is growing. With a decline in traditional media, companies are exploring alternative options. With the ever changing landscape of social media, new strategic challenges constantly arises. With influencer marketing, companies can endorse their product through the influencers' social media crowd. READ MORE

5. 19. The Future of the New Media Economy : exploring the entangling identities of advertising and journalism professionals via the phenomenon of native advertising

   University essay from Lunds universitet/Medie- och kommunikationsvetenskap

   Author : Alicia Gant; [2018]
   Keywords : Marketization of Journalism; Native Advertising; Political Economy of Media; Democracy; Professional Identity; Interpretative Repertoires; Social Sciences;

   Abstract : This thesis explores the relationship between journalism and advertising from the individual professional’s perspective. In-depth qualitative interviews with a total of eleven individuals currently working in Sweden or Denmark as either journalists or advertising, marketing and public relations professionals have been conducted, in which native advertisements have been shown and discussed. READ MORE

6. 20. The role of entrepreneurship and uncertainty with reward-based crowdfunding in the digital age

   University essay from Uppsala universitet/Industriell teknik

   Author : Benjamin Rosinski; [2018]
   Keywords : reward-based crowdfunding; entrepreneurship; effectuation; uncertainty; social networks; platforms; traditional fund-raising; Kickstarter;

   Abstract : Crowdfunding is a transformative service innovation, a novel and revolutionary way for entrepreneurs to obtain funding for their start-up ventures. This study explores the phenomenon of reward-based crowdfunding in relation to entrepreneurial behaviour and decision-making, as well as the relationship between the entrepreneur and the community. READ MORE