Essays about: "macro marketing"

Showing result 1 - 5 of 31 essays containing the words macro marketing.

1. 1. Participation, Empowerment and Power Dynamics in the Digitalisation of Agriculture in Sub-Saharan Africa; Ethnographic Research on the Smallholder Farmers’ Use of Mobile Platforms for Agricultural Development in Kenya

   University essay from Göteborgs universitet/Institutionen för globala studier

   Author : Álvar González Bujedo; [2023-02-09]
   Keywords : ICT; Digital Services; Rural Development; Economic Growth; Poverty Alleviation; Social Practice Theory; Site Analysis; Participant Observation.;

   Abstract : Information and Communication Technologies, such as mobile phones, are hoped to contribute to rural development and poverty alleviation in Sub-Saharan Africa. Based on that mobile platforms bundle diverse digital services, including financing, marketing, and value chain management, they are supposed to be of support to smallholder farmers. READ MORE

3. 2. Beyond the hype

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

   Author : Dhruv Sharma; Enrique Mridha; [2023]
   Keywords : Influencer marketing; Nano-influencer; Macro-influencer; Paid collaboration; Unknown brand;

   Abstract : Influencer marketing has grown in popularity making it crucial for firms to understand how they should optimize their influencer marketing campaigns. This is an even greater issue for parsimonious unknown brands who tend to have limited resources and, as such, might refrain from employing macro-influencers in their marketing campaigns. READ MORE

4. 3. Analyzing the Effects of Brand Activism on Consumer Loyalty: Macro and Micro Perspective

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Nina Roques; [2023]
   Keywords : Brand activism; consumer perception; consumer behavior; consumer loyalty; communication; Russia-Ukraine conflict;

   Abstract : This study seeks to investigate, from both macro and micro perspectives, the effect of brand activism on consumer loyalty.  The macro perspective examines the general relationship between brand activism and consumer loyalty, whereas the micro perspective examines the specific context of companies' withdrawal from Russia as a form of brand activism. READ MORE

5. 4. I don't want your apology

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

   Author : Amanda Stenberg; Clara Carlberg; [2023]
   Keywords : Transgression; Social Media Influencer; Endorsing brands; Response strategy; Mortification strategy;

   Abstract : Social media influencer (SMI) transgressions when endorsing brands have become a current topic and various SMI-related scandals have gained massive media coverage in the past decade. SMIs themselves face backlash and a damaged personal brand image and the endorsing brands express either support or dissociation, through termination of contracts with the endorsed influencer. READ MORE

6. 5. Under the Influence : A Qualitative Study of How Social Media Influencers Can Influence Followers on Instagram

   University essay from Jönköping University

   Author : Julia Larsson; Viktoria Niklasson; Lisa Liljegren; [2022]
   Keywords : Instagram; Institutional Theory; Institutional logic; Legitimation; Relationship Marketing; Social Media; Social Media Influencers;

   Abstract : Background: Social media has become a big part of our society. One platform that has had remarkable growth in popularity is Instagram. In Sweden, Instagram had 5.75 million users in 2021. READ MORE