Essays about: "importance of marketing concept"
Showing result 1 - 5 of 72 essays containing the words importance of marketing concept.
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1. A study on the association of firm-generated content on Instagram, affective customer engagement, and positive electronic word of mouth: Evidence from food industry of Pakistan
University essay from Högskolan i Gävle/Avdelningen för ekonomiAbstract : In marketing literature, the consumer engagement concept has gained the significant attention of researchers. Based on the stimuli-organism-response (S-O-R) framework, current research proposed to analyze the association between consumers' perception of characteristics of firm-generated content (FGC) on Instagram and positive electronic word of mouth by consumers through affective consumer engagement. READ MORE
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2. How do B2B use social media to build trust? : An exploratory study in what aspects create, maintain and destroy interorganizational trust
University essay from Högskolan i Skövde/Institutionen för handel och företagandeAbstract : Social media usage in the B2B sector is increasing at a slower rate than B2C and the research literature sends a unanimous message; B2B firms would benefit in multiple ways using social media as a tool when establishing and entertaining business relationships. The concept of trust is proved to be of great importance in the construction of these relationships. READ MORE
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3. Do consumers assume that natural ingredients in skincare are more sustainable than synthetic ingredients? : A qualitative study on consumer behavior in regards to natural versus sustainable ingredients in skincare products
University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)Abstract : The demand for sustainability in the cosmetics industry has gained significant attention inrecent years due to the growing environmental concerns and increased consumer awareness. Consumers are increasingly considering the environmental impact of their purchasing decisions, leading to a shift in attitudes towards greener consumption and driving the concept of green marketing. READ MORE
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4. Industry Brands and Enchantment: How Disenchantment of the Mental Health App Industry Brand Influences Companies Within the Industry
University essay from Göteborgs universitet/Graduate SchoolAbstract : Enchantment is at the heart of most marketing and branding operations, therefore, there is reason to believe it is part of the broader picture of the more unexplored concept of industry brands. To study how enchantment discourses of industry brands influence companies, we employ the rich context of an industry brand that has received mixed reviews in terms of its ability to appeal to consumers, namely mental health apps. READ MORE
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5. Cultural Impact on Standardization/Adaptation of the Marketing Mix - A Qualitative Study on MNEs in the Sportswear Industry
University essay from Göteborgs universitet/Graduate SchoolAbstract : In order for an international business to grow and secure competitive advantages, firms have to exploit and expand to new markets and pinpoint the importance of international marketing. Local market demand is highly related to cultural differences and consumer preferences which raises the dilemma whether firms should adapt their marketing mix to the new local market or use a cost-effective standardized model that is based on their host market. READ MORE
