Essays about: "virtual brand community"
Showing result 1 - 5 of 7 essays containing the words virtual brand community.
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1. Are likes as important for brands as it is for the teenager next door? : An explanatory study of how activity and engagement in social media as a brand community have an impact on attitude and repetitive purchases.
University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)Abstract : Background: In recent years, the emergence of the internet and social networks have allowed consumers to interact and communicate quickly, this means that online social media-based brand communities are an important part of the market. However, does the engagement and activity on social media-based brand communities affect the consumers’ attitude and repetitive purchase?. READ MORE
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2. Outcomes of personal branding in a virtual third place : A qualitative study on streamer-viewer relationships on Twitch.tv
University essay from Umeå universitet/FöretagsekonomiAbstract : Personal branding has been central to the marketing field of study for the past few decades, as its flexibility has found a place in professional, academic, and social contexts. The relationship between loyalty and customer satisfaction has been explored throughoutexisting literature, where the concept of customer delight, or the act of exceeding customer expectations, has recently been the subject of many conversations regarding its effects on loyalty. READ MORE
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3. The Role of Online Brand Community and Social Networks in Corporate Brand Development: A focus on the machinery equipment industry
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose – This paper aims to explore online brand communities on social media platforms, built by B2B companies in the machinery equipment industry, and how these virtual spaces can contribute to relationship marketing and corporate brand building. Design/methodology/approach – The paper adopts both literature review and a multiple case study approach of two companies, Caterpillar and John Deere, in order to provide in-depth understanding and new insights. READ MORE
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4. Brand communities within esports : The interactions between esport organizations and consumers
University essay fromAbstract : Background: In 2019, the esport industry is expected to become a billion-dollar industry. This new industry has presented rapid growth in recent times which has led to new organizations and companies being formed to capitalize on this opportunity. READ MORE
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5. Co-creating Your Own Luck - A Quantitative Study of Non-participating Consumers' Responses to Communicated Consumer Co-creation in New Product Development
University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledningAbstract : Consumers are deemed to be the most important external source used in innovation processes. Recently, the interest in consumer involvement in new product development has increased, both in practice and within research. READ MORE