Essays about: "relationship marketing tactics"

Showing result 1 - 5 of 10 essays containing the words relationship marketing tactics.

1. 1. Followers’ Perception of Transparency in Persuasive Intent : The Role of Parasocial Relationship and Persuasion Knowledge in Sponsored Content

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Rebecca Frölander; Johanna Gullbrandsson; [2022]
   Keywords : Influencer Marketing; Social Media Influencers; Parasocial Relationship; Persuasion Knowledge; Transparency; Sponsored Content;

   Abstract : Background: Social media marketing has grown rapidly in recent years and has become a standard tool for marketers. As a result, companies use social media influencers (SMIs) to reach their target audiences. One important aspect of influencer marketing is the relational aspect. READ MORE

3. 2. White Nicotine Pouches of Freedom?

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Malin Nilsson; Emmy Nordin; [2022]
   Keywords : Femvertising; Greenwashing; Healthwashing; Intention to Purchase; White Nicotine Pouches; Social Sciences;

   Abstract : In today’s digital climate, consumers are constantly exposed to marketing and communication from companies and organisations. The increase in marketing has subsequently led to the birth of new, and in some cases, misleading advertising strategies, such as Greenwashing and Healthwashing. READ MORE

4. 3. Digital inbound marketing as an approach to scale up B2B sales

   University essay from Lunds universitet/Produktionsekonomi

   Author : Maja Sölve; Johanna Öjeling; [2017]
   Keywords : B2B branding; B2B buying process; B2B selling process; Content marketing; Digital marketing; Email marketing; Inbound marketing; Marketing automation; Mobile marketing; Search engine optimization; Social media marketing; Technology and Engineering;

   Abstract : Although digital inbound marketing has been widely researched within B2C industries, very little academic research has been done on the subject within B2B sectors. With today’s rapid flow of information and constant change in buying behavior when purchasing consumer goods, B2B buyers are also demanding a simpler, more digitized approach of gathering information. READ MORE

5. 4. How relationship marketing tactics affect customer satisfaction : Evidence of supermarket industry

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Weiyang Huang; Hongyu Zhu; Yuxin Pan; [2017]
   Keywords : Customer satisfaction; relationship marketing tactics; quality of service; price perception; brand perception; value proposition.;

   Abstract : Within the competitive marketing environment, companies are faced with many challenges to stay competitive. Companies are consistently trying to establish the longterm relationship with customers by satisfying them as much as possible. READ MORE

6. 5. Content Marketing: New Opportunities for Building Strong Brands Online

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Alexandra Djoukanova; Atina Georgieva; [2014]
   Keywords : Digital content; content marketing; online branding; brand equity online; Business and Economics;

   Abstract : Title: Content Marketing: New Opportunities for Building Strong Brands Online Date of the Seminar: 2nd June 2014 Course: BUSN39 Degree project in Global Marketing, Master Thesis Authors: Atina Georgieva and Alexandra Djoukanova Supervisor: Veronika Tarnovskaya Keywords: Digital content, content marketing, online branding, brand equity online Thesis purpose: The purpose of this thesis is to illustrate the opportunities that digital content creates for companies to strengthen their online brands. The present research takes a managerial perspective on the content marketing process and explores how digital content can be used to build brand equity online. READ MORE