Essays about: "integrated Marketing communication"

Showing result 1 - 5 of 51 essays containing the words integrated Marketing communication.

1. 1. The Cancel Culture Conundrum: Exploring the Risks for Influencer Marketing

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Mimi Carvell; Alice Nordgren; [2023]
   Keywords : Cancel culture; influencer marketing; decision making; risk; market communication; association network theory; strategy; Business and Economics;

   Abstract : The emergence of cancel culture has become a widely recognised phenomenon, yet its implications for influencer marketing has not been acknowledged in academic research. The purpose of this study was thus to explore how cancel culture is affecting organisation’s perception of risk with influencer marketing and which strategies are adopted to mitigate the risk. READ MORE

3. 2. Consumer responsibilization in sustainable fashion communications on Instagram : A multimodal discourse analysis

   University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

   Author : Vera Sofie Thallinger; Lusanda Ntintili; [2021]
   Keywords : Instagram; Social Media; Multimodal Discourse; Consumer Responsibilization; Sustainable Fashion; Cultural Marketing;

   Abstract : Background, Problem Statement and Gap - Political agendas informed by the negative impacts of increasing consumption (including fashion consumption) have allocated major parts of the responsibility to contribute to sustainable development to individual consumers. These agendas subsequently highlighted the need to provide more information, including through media and social media, about the negative impacts of fashion consumption - and consumption at large - to the consumer. READ MORE

4. 3. French Business Schools’ reaction towards the increasing need of CSR and its impact on brand image. : A qualitative study on the French Business Schools’ behaviour towards CSR and brand image.

   University essay from Umeå universitet/Företagsekonomi

   Author : Clémence Loudiere; Justine Tessier; [2020]
   Keywords : CSR; Education; firm; Business school; sustainability; Brand image;

   Abstract : The researchers in this study wanted to focus on Business Schools by using management and marketing knowledge. Therefore, the most attractive subject for them was the link between CSR, Business schools and Brand image. READ MORE

5. 4. HOW FINNISH MARKETING AGENCIES DEAL WITH COVID-19 : An integrated view on management and marketing in times of crisis

   University essay from Umeå universitet/Företagsekonomi

   Author : Sandra Norrman; Rebecca Ketola; [2020]
   Keywords : crisis management; relationship marketing; customer acquisition; customer retention; customer relationship management; marketing agency; covid-19; coronavirus crisis;

   Abstract : The outbreak and global spread of the coronavirus took the world by storm and beyond the evident threat it is to the human well-being, it is also impacting the health of businesses. In Finland it was only a matter of weeks after the government the 16th of March started to implement efforts to limit the spread, that a large marketing agency, among other firms, was forced to file for bankruptcy. READ MORE

6. 5. The Challenges of a Swedish SME in Entering the Chinese market - A case study on the market entry process of Cibes Lift Group AB to the Chinese market

   University essay from Göteborgs universitet/Graduate School

   Author : Malthe Vesström; Syed Nabil Raiyan; [2019-03-19]
   Keywords : SME; internationalization; emerging market; China; barriers; internal; external; challenges;

   Abstract : As the world has become more integrated with governments lowering trade barriers, regulations and with advancement in technologies, the internationalization of SMEs have been seen to rise. Through internationalization, SMEs are able enhance their capabilities, competencies, expand their customer base, increase their production capacity, profit and growth. READ MORE