Essays about: "marketing problem definition"

Showing result 1 - 5 of 16 essays containing the words marketing problem definition.

  1. 1. Evaluating Marketing Initiatives using Explainable Machine Learning : An Alternative to Attribution Models

    University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

    Author : João Ferreira; [2023]
    Keywords : Explainable Machine Learning; Attribution models; Marketing Automation; Search Engine Optimization; A B testing; Definierad maskininlärning; Attributionsmodeller; Automatisering av marknadsföring; Optimering av sökmotor; A B-tester;

    Abstract : Since its inception, Marketing has always needed more clearly defined incrementality, i.e., a measurement of advertisement effectiveness. Nowadays, Marketing is an evergrowing business; within it, Digital Marketing is taking the spotlight. READ MORE

  3. 2. Social Media Marketing Strategies and Consumer Engagement during the COVID-19 Pandemic : An exploratory study of IKEA, including a multiple-case comparison between the UK, Australia and Sweden.

    University essay from Jönköping University/IHH, Redovisning, Marknadsföring, SCM, Informatik och Rättsvetenskap

    Author : Johanna Stenberg; Milana Ruljova; [2021]
    Keywords : Social Media Marketing Strategy; Consumer Engagement; Instagram; COVID; IKEA;

    Abstract : ABSTRACT Background: The marketing efforts made by firms have been forced to change dramatically during the past year as a consequence of the COVID-19 pandemic. Online communication and social media platforms have seen a boom in users and firms have been forced to switch both their sales and marketing efforts to the online world. READ MORE

  4. 3. What are the incentives behind organisations’ usage of nudges in sustainable marketing? : And is the dualistic definition of the term influencing how organisations apply nudging?

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Alexandra Andersson; Lovisa Nilsson Eskesen; Johanna Stenberg; [2020]
    Keywords : Nudges; Sustainable marketing; Sustainable development;

    Abstract : Problem: Currently, there are two definitions of nudging, one that is connected to sustainable development and another one that is not. This can create confusion for researchers and customers and could potentially lead to greenwashing when the incentive of the nudge does not match with the best outcome of the person being nudged. READ MORE

  5. 4. A world full of influences : A quantitative study on how Generation Z’s view of a brand’s trustworthiness are affected by Influencers wrongdoings. 

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Johanna Samuelsson; Evelina Tornhed; [2020]
    Keywords : Generation Z; Influencer trustworthiness; brand trustworthiness; spillover effect;

    Abstract : Problem definition: Along with a rapid growth of Internet usage new forms of communication and marketing have occurred. Influencer marketing have become a popular marketing form, but are brand’s aware of the risk it involves when collaborating with an influencer? This thesis examines how a brand’s trustworthiness can be affected by an influencer’s wrongdoing, in the perception of the critical generation - Generation Z. READ MORE

  6. 5. Past, Present and Future of Brand Trust : A case study done in the Swedish market

    University essay from Linköpings universitet/Företagsekonomi; Linköpings universitet/Filosofiska fakulteten

    Author : Alexander Bergström; Stefan Zuazu; [2019]
    Keywords : Brand trust; Digitalization; Satisfaction; Communication; Authenticity and Blockchain;

    Abstract : Purpose: The purpose of this thesis is to investigate the declining direction that brand trusthas taken, throughout the past years in the Swedish market. Analyzing the present situation tobe able to build a picture of future solutions that brands could use in trying to build trust. READ MORE