Essays about: "thesis sample in marketing"

Showing result 16 - 20 of 112 essays containing the words thesis sample in marketing.

1. 16. Influencer or Human Billboard? : A study on defining influencer credibility on the Swedish market

   University essay from Linnéuniversitetet/Ekonomihögskolan, ELNU

   Author : Mikael Bergh; Albin Eklöf; Isak Rydén; [2021]
   Keywords : Influencer marketing; credibility; influencer size; purchase intention.;

   Abstract : The drastic growth of the influencer market has spiked an interest in defining the significance of influencer credibility (IC). This thesis primarily aims to identify which drivers of IC are important to Swedishconsumers and how these can impact purchase intention (PI). READ MORE

3. 17. The effect of SMMA on Purchase Intention through the mediator Brand Image : A quantitative study in the Swedish electronic industry

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Pontus Holm; Max Banfalvi; [2021]
   Keywords : E-commerce; Social Media Marketing Activities; Brand Image; Purchase Intention; Social Media.;

   Abstract : Background: Due to the digital era and a constant increase in social media usage, new ways to interact with customers can be done through adopting Social Media Marketing Activities (SMMA). The concept SMMA is constituted by the five dimensions ‘Entertainment’, ‘Interaction’, ‘Trendiness’, ‘Customization’ and ‘Word-of-mouth’. READ MORE

4. 18. A global pandemic’s influence on consumer behaviour : A quantitative study on how the social constraints due to COVID-19 has affected the engagement in post-purchase behaviour

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Evelina Damsjö; Fanni Mattsson; Amanda Olsson; [2021]
   Keywords : Consumer behaviour; COVID-19; Decision-making process; Post-purchase behaviour; Post-purchase engagement; EKB-model; Social technographic ladder; Social distancing; Millennials; Social media; Social shopping; Collective intelligence;

   Abstract : Since the COVID-19 outbreak, countless studies have been conducted about the pandemic regarding people's physical and mental health, but there is a significant gap on the persistent effects on consumer behaviour. Hence, this thesis aimed to investigate if there is a relationship between the social constraints as a consequence of the COVID-19 pandemic and the potential increased engagement of post-purchase behaviour. READ MORE

5. 19. Digital Customer Experience Matters

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Victoria Gerster; Pirro Melonashi; Quynh Chi Nguyen; [2021]
   Keywords : customer experience; jewelry; retail; digitization; experiential marketing; virtual experiential marketing; e-commerce; Business and Economics;

   Abstract : In today's world, it is essential to understand how customer in-store experiences can be successfully transferred to online environments for international jewelry retailers to master their digital transformation. Further, there is an apparent lack of extensive research about the jewelry retailing industry and its customers in academia despite its prominence in the business world. READ MORE

6. 20. Tone Deaf Marketing or Genuine Activism?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Alexandra Veronica Voinow; Anastasija Kropinova; [2021]
   Keywords : woke washing; brand activism; trust; theory of planned behaviour; purchase intention; Business and Economics;

   Abstract : Title : Tone Deaf Marketing or Genuine Activism Seminar : Date: 4th June, 2021. Course : BUSN39 Degree Project in Global Marketing Authors : Alexandra Voinow, Anastasija Kropinova Supervisor : Burak Tunca Keywords : Woke Washing, Brand Activism, Trust, Theory of Planned Behaviour, Purchase Intention Thesis Purpose : The objective of this study was to research consumers awareness of woke washing and brand activism, if they were aware of the difference and how this affected their level of trust towards activist brands, which lead to the analysis of their purchase intention by using the Theory of Planned Behaviour (TPB) as a mediating variable. READ MORE