Essays about: "marketing of emotion"

Showing result 6 - 10 of 21 essays containing the words marketing of emotion.

1. 6. Do They Practice What They Preach? : A quantitative study on how Generation Z’s purchase intention is affected by four CRM factors

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Emma Gerhardsson; Ida Bergh; Supakarn Thongpitaks; [2021]
   Keywords : Cause-Related Marketing; Generation Z; Communication; Purchase Intention; Cause Involvement; Message; Perceived Cause Fit; Donation Size;

   Abstract : Background: Cause-Related Marketing (CRM) is a popular marketing strategy where companies through this communication contribute to causes and engage their consumers by donating when they purchase a product and an amount of the revenue goes to charities. The concept has been divided into four different factors, being cause involvement, message, perceived cause fit and donation size. READ MORE

3. 7. What we want to see? The Instagram photo in business

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : YuFei Zhu; Amanuel Asmelash; Jonas Lilieholm; [2018]
   Keywords : Relationship marketing; Social media platform; Instagram; photographic; Image type; Color; visual composition; emotion expression; deductive research; qualitative research; Coding;

   Abstract : The authors of this study want to build a classification model which can help researchers and marketers to evaluate what kind of characteristics that photo online especially on Instagram can attract more attention. The process of this case of study can be divided into two steps. READ MORE

4. 8. Touch, Swipe or Click? : Understanding information exchange (eWOM) on Instagram and how it can be encouraged

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Vanessa Auer; Evelina Bergström; [2017]
   Keywords : Electronic-word-of-mouth eWOM ; Word-of-mouth WOM ; Engagement; Content Features; Social Networking Sites SNS ; Instagram; Social Media Marketing;

   Abstract : Electronic word-of-mouth (eWOM) is known as one of the most influential factors impacting consumer behaviour. Yet, not all consumers are motivated to like, tag or comment on commercial posts online. READ MORE

5. 9. 'Setting the joy free' with Cadbury UK : A CDA analysis of how persuasion is communicated within Cadbury UK's social media discourse, according to Aristotle's 'persuasive proofs'

   University essay from Högskolan i Jönköping/HLK, Medie- och kommunikationsvetenskap

   Author : Jordan Bell; [2017]
   Keywords : Persuasion; social media; brands.;

   Abstract : This study uses a CDA analysis in order to take a critical look at how linguistic and visual techniques are used to create positive messages about a ‘modern’ brand, British confectionary company, Cadbury UK, in their social media discourse on Facebook, Instagram and Twitter. The study goes further in exploring how these messages are constructed in a way which according to Aristotle, is ‘persuasive’, looking at how they appealed to emotion (pathos), the character or trustworthiness of the brand (ethos) and how the message created or appealed to logic (logos). READ MORE

6. 10. Retail In-store Design and Sensory Cues

   University essay from Högskolan i Jönköping/IHH, Företagsekonomi

   Author : Jingjing Wu; Yuyu Wang; [2017]
   Keywords : ;

   Abstract : Female consumers are powerful purchasers; sensory marketing is regarded as an effective marketing strategy to reach female consumer group. The sensory cues in the cosmetic retail environment can be considered as: layout and lighting effect, the ambient scents diffused, the music playing, and the opportunity to test the cosmetic products. READ MORE