Essays about: "spss analysis in marketing"

Showing result 1 - 5 of 48 essays containing the words spss analysis in marketing.

1. 1. A study on the association of firm-generated content on Instagram, affective customer engagement, and positive electronic word of mouth: Evidence from food industry of Pakistan

   University essay from Högskolan i Gävle/Avdelningen för ekonomi

   Author : Muhammad Usman Anwar; Usman Younis; [2023]
   Keywords : Firm generated content; Affective customer engagement; Perceived enjoyment; Perceived originality; Positive electronic word of mouth;

   Abstract : In marketing literature, the consumer engagement concept has gained the significant attention of researchers. Based on the stimuli-organism-response (S-O-R) framework, current research proposed to analyze the association between consumers' perception of characteristics of firm-generated content (FGC) on Instagram and positive electronic word of mouth by consumers through affective consumer engagement. READ MORE

3. 2. I don't want your apology

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

   Author : Amanda Stenberg; Clara Carlberg; [2023]
   Keywords : Transgression; Social Media Influencer; Endorsing brands; Response strategy; Mortification strategy;

   Abstract : Social media influencer (SMI) transgressions when endorsing brands have become a current topic and various SMI-related scandals have gained massive media coverage in the past decade. SMIs themselves face backlash and a damaged personal brand image and the endorsing brands express either support or dissociation, through termination of contracts with the endorsed influencer. READ MORE

4. 3. How Does  Social Media Marketing Impact the Consumer Decision-marketing in Nigeria.

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Chinonso David Ozioma; [2023]
   Keywords : ;

   Abstract : This study investigated the effect of social media marketing on consumer patronage decision making with specific focus on small businesses in Port Harcourt, Rivers State Nigeria. To achieve this, three specific objectives were created, such as to ascertain the effect of social media marketing on consumer patronage intention, examine the effect of social media marketing on consumer patronage and determine the effect of social media marketing on repeat purchase. READ MORE

5. 4. 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

6. 5. Digital Platforms in Healthcare : A Case Study of Adoption and Usage Among Elderly Generations

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

   Author : Frida Bergström; Tilda Ekman; [2021]
   Keywords : digital healthcare platforms; elderly generations; digital health; digital health platform adoption; digital health platform usage;

   Abstract : Background – Digitalization and the utilization of ICTs in healthcare have revolutionized the healthcare industry through digital healthcare platforms (DHP). ICTs and DHP’s are highly beneficial for those who have the ability to use them, meanwhile increasing the digital segregation for those who cannot, e.g., elderly generations. READ MORE