Essays about: "thesis topic in marketing"

Showing result 1 - 5 of 144 essays containing the words thesis topic in marketing.

  1. 1. THE ROLE OF SOCIAL MEDIA FASHION  INFLUENCERS ON GEN Z CONSUMERS LAST MINUTE HOLIDAY SHOPPING : A qualitative study on gen z consumers purchase behavior on fast-fashion retailer  

    University essay from Linnéuniversitetet/Institutionen för management (MAN)

    Author : Tracy Najjuko; [2023]
    Keywords : Consumer behavior; Purchase intention; Social media; Influencers; Fashion; Fast-fashion;

    Abstract : The online activities on social media have become a popular beverage among female gen zers in Sweden, as they rely on the platforms to recieve the information they need when evaluating a fashion purchase. This research aims to investigate the consumer last-minute holiday shopping on fast-fashion brands, and how the online fashion influencer could impact them in such occasions. READ MORE

  2. 2. Do consumers trust it? : Exploring consumers trust in artificial intelligence personalization

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Ebba Viberg; Louise Halldén; [2023]
    Keywords : Artificial Intelligence; personalization; Artificial Intelligence personalization; consumer trust; integrity; ethics; acceptance; marketing;

    Abstract : Background: Artificial intelligence (AI) personalization approaches can increasingly be seen used in society today from businesses using it to analyze the behavior of their consumers to consumers using it to find for example jobs that match their persona. AI personalization delivers unique messages to an individual based on their previous data to improve the consumer experience. READ MORE

  3. 3. A Guilt-free Guilty Pleasure - A Qualitative Study of Consumers’ Process of Coping with the Tension between Health and Hedonism

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Y Nhi Do; Georgia Kakaletri; [2023]
    Keywords : Guilt-free Narratives; Healthism; Hedonic Food Consumption; Sensemaking; Cultural Branding; Identity; Business and Economics;

    Abstract : Title: A Guilt-free Guilty Pleasure: A Qualitative Study of Consumers’ Process of Coping with the Tension between Health and Hedonism Course: BUSN39 - Degree Project in Global Marketing Authors: Y Nhi Do & Georgia Kakaletri Keywords: Guilt-free Narratives, Healthism, Hedonic Food Consumption, Sensemaking, Cultural Branding, Identity Purpose: The purpose of this thesis is to explore the way consumers make sense of guilt-free narratives in the case of hedonic food consumption and how they cope with the tension between healthism-hedonism. Background: Most relevant studies in the field of food and health focus on psychological motives, and mainly follow a quantitative methodology, which lacks an in-depth analysis of the topic. READ MORE

  4. 4. Sustainability Reporting and the developing role of the ESG/Sustainability Controller : A qualitative study among Swedish medium and large sized companies

    University essay from Umeå universitet/Företagsekonomi

    Author : Stefan Schaumberger; Vijitha Dasayanaka; [2023]
    Keywords : Sustainability; Sustainability Reporting; Sustainability Reporting Frameworks; Sustainability Reporting Unification; GRI; CSRD; ESG Controller; Sustainability Controller;

    Abstract : Sustainability is a universal topic that has gained in significance during the last decade due to the increased risks for society as well as the environment itself. Therefore, a lot more attention is given to how companies disclose upon their impact on environment, society and governance. READ MORE

  5. 5. City branding used as an instrument for justifying the initiations of megaprojects : A master thesis of the topic city branding towards the megaprojects of Öresundsmetro and HH-tunnel

    University essay from Malmö universitet/Institutionen för Urbana Studier (US)

    Author : Marko Bergman; [2023]
    Keywords : city branding; city marketing; Öresundsmetro; HH-tunnel;

    Abstract : The purpose of this thesis is to investigate and understand how cities are using brandingefforts and strategies to further initiate projects of large scale. The study takes placewithin the cities of Malmö and Helsingborg that are both competing for gaining nationalsupport towards the initiation of megaprojects. READ MORE