Essays about: "marketing search process"

Showing result 1 - 5 of 41 essays containing the words marketing search process.

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. Developing Machine Learning-based Recommender System on Movie Genres Using KNN

   University essay from Stockholms universitet/Institutionen för data- och systemvetenskap

   Author : Anthony Ezeh; [2023]
   Keywords : : Movie Recommender System; Machine Learning; Content-based Filtering; Collaborative Filtering; KNN Algorithms; Classification Algorithm;

   Abstract : With an overwhelming number of movies available globally, it can be a daunting task for users to find movies that cater to their individual preferences. The vast selection can often leave people feeling overwhelmed, making it challenging to pick a suitable movie. READ MORE

4. 3. Shaping Tomorrow’s Sustainability: Unraveling Gen Z’s Decision-Making Journey for Sustainable Consumption

   University essay from Malmö universitet/Institutionen för Urbana Studier (US)

   Author : Alexandra Coughlin; Elena Dorner; [2023]
   Keywords : Generation Z; sustainable decision-making; sustainable consumption; sustainable marketing; green intention-behavior gap;

   Abstract : The largest generation on earth, Generation Z, holds substantial market power. They were born onto a planet that is overheating, in a society characterized by high growth and technological advancements at an accelerated speed, and are inheriting substantial sustainability, socio-economic, and climate change challenges. READ MORE

5. 4. Exploring AI Adoption in Entrepreneurial Content Marketing Strategies of European Companies

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Johan Valeur; Mantas Liekis; [2023]
   Keywords : Entrepreneurial marketing; Artificial intelligence; Marketing; Technology adoption; Machine learning; Customer journey; AI tools.; Business and Economics;

   Abstract : Artificial intelligence has recently gained enormous attention due to its potential to revolutionize many industries. One of these areas of interest where AI may have the potential to have a significant impact is content marketing. READ MORE

6. 5. Social Media Made Me Buy It : A qualitative study on how consumers decision- making process gets affected by social media advertising exposure in the evaluation stage of the EBM model when purchasing fashion items.

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Clara Sundqvist; Svante Östholm; [2022]
   Keywords : Social Media; Consumer Behaviour; Advertising Exposure; Purchasing Decision; EBM model;

   Abstract : This thesis was conducted to better understand how consumers in Sweden are affectedin the evaluation stage of the EBM model in the context of social media advertisingexposure within the fashion industry and further to identify what factors are importantfor consumers when evaluating different options and see what type of advertisementthat is preferred. The thesis was conducted using a qualitative approach and datacollection consisted of conducting 25 in-depth semi-structured interviews withconsumers representing different parts of Sweden and 2 expert interviews to betterunderstand the retailer's perspective. READ MORE