Essays about: "marketing communication content"
Showing result 1 - 5 of 146 essays containing the words marketing communication content.
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1. A FUTURE WITHOUT THIRD-PARTY COOKIES A study of how Swedish small and medium-sized marketing agencies are affected by the loss of third-party cookies and how potential change strategies are communicated.
University essay from Institutionen för tillämpad informationsteknologiAbstract : For years, digital communicators have taken advantage of the phenomena of third-party cookies to help understand online user behavior in order to produce personalized advertising. The increased discussion of user integrity has led to new privacy regulations and the largest web browsers have therefore banned third-party cookies or plan to remove them in the near future. READ MORE
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2. eCRM PERSONALIZATION STRATEGIES : Influence of content personalization on consumer engagement performance of email marketing campaigns
University essay from Jönköping University/Internationella HandelshögskolanAbstract : Background: As personalization has become a common CRM strategy for companies to create valuable relationships with customers, users are receiving an increased amount of personalized communication, further research is needed on the influence of content personalization in specific channels, to improve customer engagement. Purpose: This paper seeks to analyse the influence of eCRM content personalization strategies on the consumer engagement performance of email marketing campaigns building upon existing knowledge about the benefits and opportunities of personalization strategies. READ MORE
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3. Unveiling the Art of Illusion: Exploring the Fabrication of Authenticity and Trustworthiness by Social Media Micro-Influencers to Engage Their Audience : An exploratory multiple case study that aims to analyze how social media micro-influencers fabricate authenticity and trustworthiness to engage their audience
University essay from Jönköping University/Internationella HandelshögskolanAbstract : Background: Social networking sites have transformed communication and advertising, with influencers like micro-influencers and "instafamous" individuals playing a crucial marketing role. Businesses now leverage these influencers to engage audiences and promote their brands, creating new opportunities for online brand promotion and consumer engagement. READ MORE
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4. Can Generative AI Replace Human Communication Professionals? A qualitative study comparing social media content generated by Artificial Intelligence and humans
University essay from Lunds universitet/Institutionen för strategisk kommunikationAbstract : Generative AI is a novel phenomenon, now within the hands of the public. The utilisation of AI has already started replacing human employees in many industries and previous research shows that generative AI have great abilities in creative and communicative contexts. READ MORE
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5. The WOW-effect. A qualitative content analysis of communication strategies used by the Swedish music festival Way out West
University essay from Lunds universitet/Institutionen för strategisk kommunikationAbstract : I dagens samhälle finns en allt större press på varumärken att stå ut ur mediebruset samt att kommunicera kring hållbarhet och CSR. Detta gör brandingstrategier högst nödvändiga, trots detta är det ännu ett relativt outforskat område inom marknadsföring av evenemang. READ MORE
