Essays about: "mega marketing thesis"

Showing result 1 - 5 of 6 essays containing the words mega marketing thesis.

1. 1. Fake Existence, Real Influence? : Computer Generated Imagery (CGI) Influencers' Impact on Consumers' Purchase Intentions

   University essay from Umeå universitet/Företagsekonomi

   Author : Mattias Arusell; Magdalena Pettersson; [2022]
   Keywords : CGI Influencer; Computer Generated Imagery Influencer; Virtual Influencer; AI Influencer; Social Media Influencer; Virtual Influencer Marketing; Influencer Marketing; Opinion Leadership; Parasocial Relationships; Purchase Intention;

   Abstract : In the light of the digitalization and the emergence of social media, the concept of influencer marketing has increased significantly in importance on a global scale and is now considered one of the most effective, powerful and cost-effective marketing tools for businesses in today’s society. Nevertheless, despite the effectiveness of influencer marketing, the growing worldwide marketing trend of Computer Generated Imagery (CGI) influencers, also described as human-like influencers, is currently revolutionizing today’s influencer marketing and is expected to become the new way of marketing from a future perspective. READ MORE

3. 2. Ambush Branding: A reconceptualization of ambush marketing from the ambusher’s perspective

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Wouter Bruin; Viktor Sandberg; [2020]
   Keywords : Ambush branding; ambush marketing; sponsorship; brand identity; ethics; Business and Economics;

   Abstract : Thesis purpose: The purpose is to explore ambush marketing by reconceptualizing the phenomenon from the ambusher’s perspective in the context of mega sports events. Methodology: This study conducted a relativist ontology and a constructionist epistemology to allow for the most relevant interpretations of the empirical data. READ MORE

4. 3. Sustainability Marketing : Sustainability Marketing on the Chinese Market

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

   Author : Aida Licina; Hannah Radtke; Charlotte Johansson; [2018]
   Keywords : Sustainability; Sustainability Marketing; Sustainability marketing mix; Sustainability in China; Swedish Companies;

   Abstract : It is argued that sustainability today has become a mega-trend, where the consumers are more aware of their surroundings and businesses impact on the environment than ever. Companies have come to be critically observed by societies, which has put more pressure on them to act in more sustainable ways as well as becoming more transparent with their operational and sustainability communication towards stakeholders. READ MORE

5. 4. Customer Value's Influence on International Market Entry Strategies in a B2B Context : Business and Market Opportunities in the Data Centre Segment in Northern Europe

   University essay from Umeå universitet/Företagsekonomi

   Author : Anna-Katharina Aardeck; Corinna Behling; [2016]
   Keywords : International market entry strategies; Ansoff; B2B customer value; marketing standardis ation; mass customisation; branding; culture; Hofstede;

   Abstract : nternational market entry strategies gained increasing importance due to globalisation. Companies became multinationals. Therefore, new challenges arose due to different market and customer requirements. One topic, which gained importance in B2B context, is customer value. READ MORE

6. 5. Compete Globally, Lose Locally? : The effects of Rio de Janeiro ́s hostesship of FIFA World Cup and the Olympic Games on residents in informal settlements - A case study of ’favela’ Santa Marta

   University essay from KTH/Urbana och regionala studier

   Author : Hanna Olsson; Renée Klarberg; [2014]
   Keywords : global competitiveness; globalization; neoliberalism; place marketing; mega-events; Rio de Janeiro; slums; informal settlements; public spaces; Santa Marta; global konkurrenskraft; globalisering; neoliberalism; marknadsföring av städer; mega-event; Rio de Janeiro; slum; informella bostadsområden; allmänna platser; Santa Marta;

   Abstract : The aim of this master thesis project is to investigate how cities strive to be globally competitive affect local residents in informal settlements, generically called slum dwellers. This question is approached trough a case study of one of Rio de Janeiro’s informal settlements ‘favela’ Santa Marta. READ MORE