Essays about: "promotional effect"

Showing result 1 - 5 of 14 essays containing the words promotional effect.

  1. 1. They Framed Me! Promotional Framing in a Digital Environment

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Maximos Tzovaras; Filip Töveberg; [2022]
    Keywords : E-commerce; Price Promotion; Framing; Discount Depth;

    Abstract : Following the COVID-19 pandemic there has been an undeniable boom in the e-commerce industry, now accounting for nearly one fifth of all retail sales worldwide, which has accelerated the shift from physical retail to online retail by up to five years. This has forced previously physical retailers to enter the extremely competitive e-commerce environment, where consumer attention is dwindling and ever more difficult to grab, price comparison only the touch of a button away, and the overall pace is much faster. READ MORE

  3. 2. Influencer promotional codes’ impact on returns - A trigger for impulse buying behaviour

    University essay from Göteborgs universitet/Graduate School

    Author : Margaux Karmestål Chénière; Sofia Eskilstorp; [2021-06-15]
    Keywords : Impulse buying; Social media; Influencer promotional codes; Returns management; Avoidance and gatekeeping strategy;

    Abstract : The aim of this research was to explore if the effect of impulse buying on returns is impacted by social media and the usage of influencer promotional codes. Moreover, to explore what possible managerial implications there are for clothing retailers in relation to their returns management processes and influencer promotional activities on social media. READ MORE

  4. 3. Native Advertising - Don't Mislead Don't Misread : A Research of Brand Disclosure Effect on Consumers’ Native Ad Recognition Ability

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Julia Fagerström; Elin Hultin; [2020]
    Keywords : Native Advertising; Brand Disclosure; Ad Disclosure; Eye-tracking; Ad Recognition Ability; Ad Recognition;

    Abstract : Background: Online marketing tactics designed to have a minimized impact on consumer experience have emerged recently whereas native advertising is one concept. Native advertising is an approach designed to decrease interruptions in consumers’ online experience by matching the form and functions of the platform in which the advertisement appears. READ MORE

  5. 4. The Audience Engagement for the TV Show of the Palace Museum : Case Study for the Social Media, Weibo account of the TV Show, There is Something New in the Palace Museum

    University essay from Uppsala universitet/Institutionen för informatik och media

    Author : Xueying Shi; [2020]
    Keywords : digital museum; social media interaction; audience engagement; participatory culture; edutainment;

    Abstract : This study aims to analyze the audience engagement in a Chinese social media, Weibo, of the Palace Museum TV show “There is Something New in the Palace Museum”. It is new for a Chinese museum to cooperate with traditional media and digital media at the same time to generate more interest, particularly of younger generations. READ MORE

  6. 5. Social proof as a promotional persuasion tactic - A quantitative comparative study on the individual and joint effects of scarcity and urgency on consumer behaviour

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Gustav Broström; [2019]
    Keywords : urgency; scarcity; social proof; e-commerce;

    Abstract : With the emergence of e-commerce, the way consumers are shopping has changed drastically and the competition has increased. In order to stay profitable, retailers have to come up with more innovative and effective ways to attract and convert possible customers. READ MORE