Essays about: "marketing communications"

Showing result 1 - 5 of 106 essays containing the words marketing communications.

  1. 1. Communicating big data in the healthcare industry

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF); Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : María Castaño Martínez; Elizabeth Johnson; [2020]
    Keywords : Big data; Information and knowledge creation; Corporate communication; Multinational corporations; International business; Healthcare;

    Abstract : In recent years nearly every aspect of how we function as a society has transformed from analogue to digital. This has spurred extraordinary change and acted as a catalyst for technology innovation, as well as big data generation. Big data is characterized by its constantly growing volume, wide variety, high velocity, and powerful veracity. READ MORE

  2. 2. Brand Activism - the Battle Between Authenticity and Consumer Scepticism

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Karolina Kubiak; Sam Ouda; [2020]
    Keywords : Brand activism; Brand authenticity; Marketing scepticism; Brand trust; Branding; Business and Economics;

    Abstract : Title: Brand Activism - the Battle Between Authenticity and Consumer Scepticism An explorative study on how consumers evaluate authenticity of brands that engage in brand activism Date of the Seminar: 2020-06-04 Course BUSN39 Authors: Karolina Kubiak & Sam Ouda Supervisor: Jon Bertilsson Keywords: Brand activism, Brand authenticity, Marketing scepticism, Brand trust, Branding Thesis purpose: The purpose with the research is to advance our understanding of authenticity in brand activism. Therefore, it aims to explore what consumers think of brand activism and why. READ MORE

  3. 3. A Gamification Theory : A study of loyalty enhancement in the retail context

    University essay from Umeå universitet/Företagsekonomi

    Author : Radiat Hasnat; [2020]
    Keywords : gamification; generation Y; gamification elements; digital marketing; store attributes; product attributes; demographics; interpersonal communications; impersonal communications; engagement; store loyalty;

    Abstract : Gamification is a concept that is gaining significant recognition in the field of business administration in general and marketing in particular. Gamification has been gaining the interest of researchers recently with mostof the studies being conducted during the last three years. READ MORE

  4. 4. Keep calm and Die : Political satire in advertising, lessons from Slovakia

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Kristina Talabova; [2020]
    Keywords : Political satire; Advertising; Attitudes; Marketing Communications; Millennials;

    Abstract : Background: In the age of Millennials, when traditional advertising no longer holds the same power as before, an interesting trend has developed. Controversial politicians are on the rise and for-profit companies are starting to realize the opportunity to reach the hearts of Millennials with the use of political satire in advertising. READ MORE

  5. 5. Are You Creating Socially Responsible Visual Communication? : An Exploratory Study of Fashion Companies’ External Social Responsibility on Instagram: A Marketer’s Perspective

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

    Author : Avesta Diliwi; Josefin Bäcker; [2019]
    Keywords : CSR; Social Responsibility; External Social Responsibility; Body Image Representation; Body Image; Diversity; Body Size; Ethnicity; Skin Color;

    Abstract : Background: Following the development of digitalization and the emergence of social media a lot of attention has been drawn upon how these platforms are influencing the fashion industry and fashion marketing. As society is becoming more ethics and health conscious, fashion companies’ visual representations in social media are drawing more attention - who is represented and how are these representations portrayed. READ MORE