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Found 5 essays matching the above criteria.
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1. International disputes and nation branding. Investigating Individual Attitudes, Attitude Changes, and Its Implications in the wake of the NATO dispute between Turkey and Sweden
University essay from Göteborgs universitet/Företagsekonomiska institutionenAbstract : This thesis investigates the interplay between attitudes and nation branding in the context of the NATO dispute between Sweden and Turkey, along with its subsequent events. The study employs a mixed-method approach, combining a pre-study and content analysis, with a quantitative survey and qualitative interviews that illustrates the nuances of the attitudes measured. READ MORE
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2. Virtual Influencing: Uncharted Frontier in the Uncanny Valley
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Title: Virtual Influencing: Uncharted Frontier in the Uncanny Valley Date of the Seminar: 4th June 2020 Course: BUSN39 Degree Project in Global Marketing Authors: Mary Caroline Creasey and Adrián Vázquez Anido Supervisor: Burak Tunca Keywords: influencer marketing, virtual influencers, social media marketing, opinion leadership, brand spokespeople, brand spokes-characters, source credibility, uncanny valley Thesis purpose: In exploring if and to what extent reality level affects sentiment and skepticism, this study aims to provide valuable and actionable insights to both guide academics in further studies and help managers better understand nuances of influencer perceptions. Methodology: To analyze whether perception differs across influencers’ reality levels (human or virtual), this study collected comment data from Instagram to assess levels of sentiment and skepticism. READ MORE
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3. "A content recipe for the gourmand": digital content marketing success preconditions in the food industry and their contribution to brand performance
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : Digital content marketing (DCM) as a marketing instrument is steadily developing and clearly on the rise. Nowadays, food producers are ready to allocate higher budgets and exploit different DCM techniques to reach their marketing goals. READ MORE
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4. Unsolicited Commercial E-mails : A study of the consumer’s perceptions about unsolicited commercial e-mails and the implications it has for Internet user groups
University essay from Handelshögskolan vid Umeå universitetAbstract : The rapid development of Internet technologies has led to the emergence of new communication means. E-mail has become a new powerful tool used by millions with the main purpose of exchanging information. READ MORE
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5. Luxury for the Masses : A Study of the H&M Luxury Collaborations with Focus on the Images of the Luxury Designer Brands
University essay from Företagsekonomiska institutionenAbstract : A strong brand is important for all companies; however, it is imperative for the success of a luxury fashion house as the image is one of its core assets. As strategic alliances are increasing in popularity the effect they have on how customers look at the partner brands is both interesting for the general person, but also – and more importantly – vital knowledge for companies pondering such a strategic move. READ MORE
