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Showing result 1 - 5 of 8 essays matching the above criteria.

  1. 1. Cosmetics gone green : A quantitative experimental study on green promotional cues and consumers’ purchase intention

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Therese Genovese; Charlotte Green; [2021]
    Keywords : green promotion; intrinsic cues; extrinsic cues; theory of planned behavior; ingredients; formula; packaging; brand; green cosmetic products; consumer behavior; purchase intention;

    Abstract : In the context of the world's increasing environmental challenges and the rise of green consumerism, promoting sustainable consumer behavior is more important than ever. This study aims at extending the understanding of consumers' purchase  intention of  environmentally friendly cosmetic products. READ MORE

  3. 2. 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

  4. 3. Attracting Digital Native Students Through Digital Marketing

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik och samhälle

    Author : Karin Vennberg; [2018]
    Keywords : Digital natives; education; digital marketing DM ; social media SM ; elaboration likelihood model ELM ; high school; persuasion; peripheral route;

    Abstract : As the world economies have shifted from being production-based to knowledge-based each country has to develop their technologically literate workforces to stay globally competitive. A low interest in the engineering profession among younger students has caused insufficient support for the workforce demand. READ MORE

  5. 4. Under Electronic Marketing Influence

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

    Author : Johanna Gustafsson; [2014]
    Keywords : E-newsletters; ; online conversion rate; influence principles; social proof; supply related scarcity;

    Abstract : Marketers today frequently make use of electronic newsletters when communicating promotional content to subscribing consumers. Consumers receive so many of these newsletters that the chief objectives of an electronic newsletter has become to merely be granted attention by the receiver. READ MORE

  6. 5. Online Brand Communities - a Route to Brand Loyalty?

    University essay from Sektionen för ekonomi och teknik (SET)

    Author : Caroline Benson; Martin Hedrén; [2013]
    Keywords : ;

    Abstract : Purpose: The purpose of this thesis is to investigate if the use of online brandcommunities helps sporting goods brands in building brand loyalty. Frame of Reference: The frame of reference begins with a presentation of brands leading upto brand equity and subsequently brand loyalty. READ MORE