Essays about: "types of marketing strategy"

Showing result 11 - 15 of 51 essays containing the words types of marketing strategy.

1. 11. Can fintech startups lower conversion costs with content marketing?

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

   Author : Pontus Lagerberg; Axel Wiorek; [2020]
   Keywords : Content marketing; Digital marketing; Marketing strategy; Conversion cost; E-book;

   Abstract : This thesis explores the viability of a content marketing strategy as a means of lowering conversion costs for digital startups prior to commercial launch. It does so by first giving a background into the subject of content marketing by covering types of content, content distribution channels and content strategies. READ MORE

3. 12. The Role of Paid and Earned Social Media on Consumer Behavior for Apparel Brands in China’s Market

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Mickus Aurimas; Zhou Pengshuo; Guo Xiang; [2020]
   Keywords : Advertising marketing; Influencer marketing; Word-of-Mouth marketing; Brand loyalty; Brand awareness; Purchasing intention;

   Abstract : Social media marketing is gradually replacing traditional marketing and becoming the primary marketing strategy for businesses. Paid and earned media have emerged as two major social media marketing forms that are important in business development research. READ MORE

4. 13. Money Making Characteristics of an Influencer : An explanatory study of the relationship of influencers’ characteristics on consumers’ purchase intentions

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Amanda Nygren; Evelina Kindvall; [2019]
   Keywords : Attractiveness of an influencer; authenticity of an influencer; influencer characteristics; influencer marketing; influencers; purchase intentions; social media; trustworthiness on an influencer.;

   Abstract : Background: Influencer marketing is a rather new marketing strategy where companies use influencers to promote their products and services on their own social media platforms. Previous studies have shown that companies use influencer marketing for creating purchase intentions for the consumer, whereas other studies have indicated three different characteristics of an influencer, authenticity, attractiveness and trustworthiness, that are important to possess in order to be able to influence its followers, which is why this study wanted to do a combination of these types of studies. READ MORE

5. 14. Where should your influencer marketing strategy land?

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

   Author : Sofie Murakas; Emmy Svedberg; [2018]
   Keywords : Influencer marketing; Landing page; Influencer post; Sponsorship disclosure; Instagram;

   Abstract : Influencer marketing is growing. With a decline in traditional media, companies are exploring alternative options. With the ever changing landscape of social media, new strategic challenges constantly arises. With influencer marketing, companies can endorse their product through the influencers' social media crowd. READ MORE

6. 15. The Future of the New Media Economy : exploring the entangling identities of advertising and journalism professionals via the phenomenon of native advertising

   University essay from Lunds universitet/Medie- och kommunikationsvetenskap

   Author : Alicia Gant; [2018]
   Keywords : Marketization of Journalism; Native Advertising; Political Economy of Media; Democracy; Professional Identity; Interpretative Repertoires; Social Sciences;

   Abstract : This thesis explores the relationship between journalism and advertising from the individual professional’s perspective. In-depth qualitative interviews with a total of eleven individuals currently working in Sweden or Denmark as either journalists or advertising, marketing and public relations professionals have been conducted, in which native advertisements have been shown and discussed. READ MORE