Dissertations / Theses: 'CONTENT MARKETING – ONLINE MARKETING – MARKETING OF CONTENT - CONTENT MARKETING IN TOURISM - MARKETING COMMUNICATION'

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Claesson, Amanda, and Albin Jonsson. "The Confusion of Content Marketing : a study to clarify the key dimensions of content marketing." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-16932.

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Content marketing is a popular marketing strategy, which has increased significantly during the last years. The term content marketing is new but companies have been working with parts of the strategy for decades. The new digital era changed the communication from a one-way to a two-way communica- tion. Customers now have a demand for relevant content that is valuable for them. The purpose of this dissertation is to develop an understanding of this marketing strategy, and clarify the key dimensions that distinguish content marketing from other marketing strategies. This thesis rests on a realistic philosophy with an abductive approach. Based on previous research different definitions of the marketing strategy are used to develop a model of the key dimensions of content marketing. A qualitative data collection with semi-structured interviews is performed on seven participants in order to explore what is seen as important aspects, and to gather new insight about the unclear marketing strategy. The findings indicate a differentiation between companies, but there is a consensus of the most im- portant aspects. Findings of how the strategy is done results in a new model, and a new definition of the marketing strategy. Suggestions for further research include examining how companies measure con- tent marketing. The results contribute with a clarification and further description of what content marketing is, and the most important aspects to consider when working with the strategy. The results of this study are useful as a guideline for people starting to work with content marketing, with the aim to understand the market- ing strategy.

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Ramini, Emile, and Pontus Johansson. "Content Marketing : varumärkesbyggnad inom modebranschen." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14584.

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Digitaliseringen har öppnat upp hela världen som konkurrensfält för modevarumärken. Alltsåkan det vara ännu svårare att nå fram och väcka intresse på grund av nya digitala kanaler som företag kan använda i sin marknadskommunikation. Trots den stora möjligheten att nå ut tillkunderna, är det fortfarande svårt att synas och skapa engagemang. Det är både en konst och en vetenskap att bygga ett varumärke och det kräver noggrann planering, en kreativ och väl genomförd marknadsföring och ett långsiktigt engagemang. Idag har det blivit något som är avgörande för vilket modernt företag som helst. Ett varumärkes betydelse och värde för ett företag kan urskiljas från de marknadsfördelar som varumärket skapat. En strategisk tillgång som marknadsförs i egna eller köpta kanaler, som görs tillgänglig på egen plattform och syftet är att påverka ett beteende som leder till affärsnytta, ökad varumärkeskännedom samt stärka kundlojalitet. Content marketing är utmanande och det krävs mycket resurser och ansträngning för att kunna skapa bra content som bidrar till engagemang, delningar och försäljning. På en marknad med hög konkurrens räcker det inte bara att producera content, det krävs att få det att stå ut genom att göra det hjälpsamt och autentiskt. Om content i slutändan inte syns av den tänkta målgruppen har företaget slösat tid och pengar till ingen nytta. Istället för att använda content för att engagera sin publik och lyssna på vad dem har att säga, produceras content idag för att upprätthålla företagets redaktionella planering. Att endast skapa content för contents skull bidrar inte till trafikökning och får inte kunder att vilja köpa en produkt. Denna uppsats är en kvalitativ fallstudie om varumärkesbyggande, som avser att studera hur content marketing används för att bygga varumärken, i modebranschen. Studien visar hur fallföretaget ger exempel på hur modeföretag kan jobba med content marketing för att bygga varumärken. Studien visar även vad för typ av content som produceras i olika former för olika kanaler. För att bygga ett lyckat varumärke genom content marketing är det viktigt att skapa en personlig och känslomässig länk mellan varumärket och publiken. Det är även viktigt att ha en röd tråd i sitt budskap som ska ligga i linje med vad varumärket och företaget står för. Ett lyckat varumärke behöver vara konsekvent med sin content, och följa en röd tråd som människor kan relatera till samt känna igen. Dessutom är det viktigt att skaparelevant content som publiken ständigt efterfrågar. Modeföretag kan dra stor nytta av storytelling på flera plan i sin content marketing, hur de berättar om företagets historia och dess värderingar, hur de beskriver sina produkter och hur de berättar berättelser om sinakunder. Det storytelling kan bidra med inom content marketing är att skapa den känslomässiga länken mellan varumärket och dess publik. Företagets publik attraheras av berättelser och karaktärer som de kan relatera till, och fokus läggs istället på berättelsens budskap snarare än på företaget. Vår fallstudie undersöker ett modeföretag från Göteborg där fallföretaget endast är ett exempel på hur det kan se ut. Studien bygger på insamlad teori inom områdena marknadskommunikation, varumärkesbyggande och content marketing som sedan ihop med det empiriska materialet från de netnografiska fältobservationer och den semistrukturerade intervjun som genomförts vävs samman i en diskussion.
The digitalization has opened up the whole world as a competitive market for fashion brands. Thus, it may be even more difficult to reach and raise interest because of new digital channels that companies can use in their market communication. Despite the great opportunity of reaching out to customers, it is still difficult to perceive and create engagement. It is both an art and a science to build a brand and it requires careful planning, creative and well-run marketing and long-term commitment. Today, it has become something that is crucial to any modern business. The significance and value of a brand can be distinguished from the market benefits that the brand has created. A strategic asset marketed in own or purchased channels, made available on its own platform, is aimed at influencing behavior that leads to business benefits, increased brand awareness and strengthening customer loyalty. Content marketing is challenging and it requires a lot of resources and effort to create good content that contributes to engagement, sharing and sales. In a market with high competition, it is not enough to just produce content, it is necessary to make it stand out by making it helpful and authentic. If content is not seen by the intended audience, the company will have wasted it’s time and money with no revenue. Instead of using content to engage their audience and listen to what they have to say, today content is produced to maintain the company's editorial planning. Creating content just for the purpose of creating content alone does not give traffic and does not make customers buy products. This study is a qualitative case study on branding, which aims to study how content marketing is used to build brands, in the fashion industry. The study shows how the case company provides examples of how fashion companies can work with content marketing to build brands. The study also shows what kind of content is produced in different forms for different channels. To build a successful brand through content marketing, it is important to create a personal and emotional link between the brand and the audience. It is also important to have a silver thread in its message that should be in line with what the brand and the company stands for. A successful brand needs to be consistent with its content, and follow a silver thread that people can relate to and recognize. In addition, it is important to create relevant content that the audience is constantly asking for. Fashion companies can benefit from storytelling on multiple levels in their content marketing, how they tell about the company's history and its values, how they describe their products and how they tell stories about their customers. The way storytelling can contribute in content marketing is to create the emotional link between the brand and its audience. The company’s audience is attracted to stories and characters that they can relate to, focusing instead on the story’s message rather than on the company. Our case study is written in Swedish and investigates a fashion company from Gothenburg where the case company is just an example of how the industry works when it comes to building a brand via content marketing. The study is based on a collected theory in the fields of market communication, brand building and content marketing, which together with the empirical material from the netnographic field observations and the semi-structured interview weighed together are intertwined in a discussion.

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Debiasi, Sara. "Content Marketing: Attirare Clienti Online con i Contenuti." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2020. http://amslaurea.unibo.it/22205/.

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Il content marketing è una branca del marketing che prevede la condivisione di contenuti di valore per attirare nuovi clienti. Questa tecnica di marketing vede particolare utilizzo ai giorni nostri, con social network e blog. Questa tesi si propone di affrontare l’argomento del content marketing, spiegando in cosa si differenzia dal marketing tradizionale, di cosa si tratta e come applicarlo, per arrivare alla fine all’esposizione di un caso studio. Nel primo capitolo si discute il passaggio dal marketing tradizionale al content marketing. In questa prima parte si discute anche dell’inbound marketing e delle sue diverse fasi atte ad attirare clienti di qualità. Nel secondo capitolo si discute più a fondo del concetto di content marketing, dandone una definizione chiara e spiegando l’importanza e le possibilità che scaturiscono dalla sua applicazione. Successivamente si illustra la nascita di questa metodologia, per arrivare agli strumenti utilizzati oggi. Nel terzo capitolo si illustrano i passi da seguire per sviluppare una strategia di content marketing. Si presentano una serie di metodologie e di strumenti adatti allo sviluppo, alla creazione e al monitoraggio di una strategia nel tempo, illustrando attività complementari necessarie alla riuscita di una strategia di content marketing. Nel quarto capitolo si analizza la strategia di content marketing di Airbnb. Si illustrerà la metodologia adottata dall’azienda e si analizzeranno il sito web e i social network. Questo caso permetterà di vedere applicati i concetti illustrati in precedenza. Nel quinto capitolo si discuterà del caso studio trattato, individuando possibili lacune e ambiti di miglioramento, e notando come sono state applicate le metodologie illustrate precedentemente. Si identificheranno inoltre novità rispetto a quanto trattato. Infine si illustreranno le conclusioni e considerazioni tratte dal lavoro svolto. Queste porteranno a dare un giudizio personale sull’attività di content marketing.

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Barbro, Patrick A. "Content and Context: Consumer Interactions with Digital Decision Aids." Diss., Temple University Libraries, 2015. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/332469.

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Business Administration/Marketing
Ph.D.
Through four essays, this dissertation contributes to the body of marketing literature by advancing understanding of consumer interactions with digital decision aids. Different aspects of the content contained within digital decision aids are explored in several contexts. First, the drivers of consumer interactivity in an online review community are examined and it is found that violations of community norms are an important factor in stimulating consumer action. Second, a tool is developed to facilitate the normalization of online review content across languages. Next, elements of language and national culture are investigated to determine their influence on consumer reviews in an international context. It is found that cultural biases play an important role in the relative verbosity, valence, and helpfulness of online reviews across countries. Lastly, the role of images in digital decision aids is considered and it is found that image type and perspective can influence consumer product evaluation. In sum, the influence that content and context have on consumer interactions with digital decision aids is clearly demonstrated through a diverse yet intertwined set of studies.
Temple University--Theses

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Lundqvist, Emma, and Fredrika Bergh. "Vem kan skapa innehåll? : En kvalitativ studie om innehållsmarknadsföringens syfte." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-30004.

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Background: Content marketing has become a more commonly used strategy when marketers want to convey a message to consumers. Problem discussion: The scientific definition of content marketing is vague and it varies in between users. This makes it difficult for the practitioners who use content marketing as a strategy, that what it is that they are actually creating is content marketing. Questions: How does marketers/practitioners perceive content marketing? How do marketers/practitioners use content marketing? Aim: The aim is to analyse and determine the marketers/practitioners perceived notion of content marketing is and how he or she uses it. Method: The study has a qualitative research point of view.When collecting the data for the study, semi-structured interviews where chosen as the method most fitting for the purpose of the study. The collected data was then analysed within the frames of the research questions. Conclusion: With the result of the study one can conclude that there is no universal view of content marketing within the group of practitioners that were interviewed. There are though many similarities of how they perceive content marketing. The practitioners all agreed that content marketing should be distributed through owned digital channels. The content itself should be in an editorial context, and should both create value and be captivating to reader. It should not be in immediate association to the product or the service that the company provide. Content marketing should not be perceived by the reader or user as advertising activities, once it is it has lost its value and should not be called content marketing. A need for a concrete definition does not seem to exist among marketing managers. Marketing managers considers content marketing to be free insofar that it is up to each marketer to determine how content marketing should be practised.

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Jakešová, Nina. "Content Marketing via Online Media in Interior Design Market." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-264523.

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This work aims to provide an overview of current knowledge in the field of content marketing. Based on that, it defines key requirements for successful content marketing via online media. The system can be further used for creating or re defining content marketing for any company that wishes to effectively attract and retain their customers by providing them with valuable information. In the practical part, the thesis discusses the case of Insidecor, a company providing a web portal that showcases interior design products and inspiration available on Czech market. Based on the theoretical knowledge, description of the company's business, market situation and primary research, the thesis proposes key areas for improvement of the company's content marketing initiative.

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Jelen, Ladislav. "Obsahový marketing prostřednictvím Youtube kanálu a jeho efektivita." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-205075.

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The aim of the thesis is to compare the effectiveness of selected tools of content marketing in environment of Youtube server. The theoretical part puts content marketing in environment of Youtube to the wider framework of tools this way communicating with customers. It also clarifies the importance of marketing strategy, which includes communication with consumers that is not strained. Conclusion of this section summarizes the tools that allow work with content on Youtube. The practical part contains a comparison of these instruments, with emphasis on the success of content in terms of the numbers of views. This is supplemented by a comparison of the effectiveness of Pre-Roll adverts and videos made by successful authors. This comparison takes in consideration the average time of watching, compared with data about skipping commercials.

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Hesoun, Jan. "Inbound marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-192814.

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The theme of the diploma thesis is the Inbound Marketing in the Internet environment. The dissertation is divided into three parts -- theoretical, practical and final. Inbound Marketing characteristic is outlined in the theoretical part along with detailed analysis of its components. The practical part includes the brief description of the computer and console games market in the Czech Republic; analysis of the online shop with computer and console games operated by GameLeader, s.r.o.; and the improvement suggestions for the current online presentation of considered company is presented. Finally, the online Inbound Marketing strategy solution is introduced to be implemented by GameLeader, s.r.o. company.

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Horecká, Ivana. "Online Marketing Trends." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-204065.

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This thesis deals with online marketing trends. Its main goal is to define the latest online marketing trends, create a website with the free online marketing trends, and analyse their effectiveness. The theoretical part brings a thorough description of the latest online marketing trends. Moreover, it provides an insight into the latest trends in the website development. The chosen online marketing trends defined in the theoretical part are subsequently applied on a newly created website. All the steps taken throughout the process of creating the website together with the application of the latest trends are described in the practical part. The website is created gradually in the course of writing this thesis and only free online marketing tools are applied on this website. The effectiveness of the chosen online marketing trends is monitored and consequently analysed. The recommendations resulting from the analysis are provided at the end of the practical part. This thesis might serve as a guide for those who wish to create a website with the latest online marketing trends.

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Khan, M. (Md). "Impact of digital content marketing (DCM) on customers’ online purchasing behavior." Master's thesis, University of Oulu, 2019. http://jultika.oulu.fi/Record/nbnfioulu-201905081642.

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Abstract. This study aims to understand how digital contents are acting as a motivating factor to influence on customers online purchasing behavior as well as online purchasing process. More clearly this study will understand and analyze the phenomenon closely on how digital contents are influencing customers into customers five stages of the online purchasing process. The theoretical framework is formed during the study which is based on the findings of previous researches related to digital content marketing and online purchasing behavior. The research is conducted on the qualitative method where semi-structured interview is applied for data collection. The target age group for data collection is 25 to 34 who purchase mostly electronic products from the online marketplace. The empirical analysis is done based on abductive reasoning approach. The finding of the study shows that digital contents affect on customers online purchasing process. The research also found that the right structure and strategy should be applied to create and distribute digital content which engages customers towards digital contents and motivate them to rely on digital contents into the online purchasing decision-making process. Finally, the study showed theoretical contributions, managerial implications, and suggestions for further research regarding digital contents.

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Wester, Petra. "Framtidens marknadsföring : En kvalitativ studie om hur B2B-företag definierar och tillämpar content marketing i digital marknadsföring." Thesis, Umeå universitet, Institutionen för kultur- och medievetenskaper, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-134181.

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This study has been conducted with an aim to examine how employees working at B2B companies in Umeå understand, and describe the ever changing strategy of content marketing whilst at the same time analysing how said companies utilise the strategy on their own websites. Another aim of this study is to determine whether content marketing is used differently depending on the companies size and reach. The study was conducted by means of interviews and content analysis, using semiotics as a method. The result showed that despite each company understanding and using the term content marketing they differed slightly when describing its meaning, and implementation.
Denna studie har genomförts med syfte att undersöka hur anställda på B2B-företag i Umeå uppfattar och beskriver den växande marknadsföringsstrategin content marketing, samt att analysera hur den används på företagens hemsidor. Studien syftar även till att undersöka om begreppet används och uppfattas olika beroende på företagens storlek. Det teoretiska ramverket består av tidigare forskning och teorier som behandlar content marketing som begrepp och strategi. Studien har genomförts med ett kvalitativt förhållningssätt i form av intervjuer samt en innehållsanalys där vi utgår från semiotiken som metod. Resultatet av studien visade att trots att samtliga B2B-företag uppfattat det omtalade begreppet så skiljer det sig i hur de definierar det och dess innebörd samt hur strategin tillämpas i praktiken.

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Řezníček, Josef. "Efektivita obsahového marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193551.

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The main purpose of this work is to find out what influences efficiency and reaching goals of content marketing by creating and promoting articles, e-mails, videos, podcasts and social network content. The author defines theoretic fundaments of content marketing, research parts of content strategy that influences content marketing, and tries to find out, how those forms of content use more efficiently. At the end of the work author offers proposals of possible key performance indicators for measuring content marketing results and efficiency. He uses methods of data analysis, experiments on users, and mathematical modeling.

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Järnfors, J. (Jani). "The relationship between content marketing and user engagement in online brand communities." Bachelor's thesis, University of Oulu, 2018. http://urn.fi/URN:NBN:fi:oulu-201805312278.

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This bachelor’s thesis is a systematic literature review focusing on the relationship between content marketing and user engagement in online brand communities. Based on the literature reviewed, it creates definitions for the main terminology, investigates the value of engagement for both online communities and marketers, creates a model of the factors motivating user engagement in online brand communities and connects this to content marketing. In addition, guidelines for engaging users in online brand communities are provided for content marketers based on the findings of the research. Finally, the thesis suggests topics for further research into online brand community management.

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Nothnagel, Bianca Lizelle. "Internet marketing communications a content analysis of the web sites of graded South African lodges /." Diss., Pretoria : [s.n.], 2006. http://upetd.up.ac.za/thesis/available/etd-10172006-174531.

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Abou, Osman Andrei, and Amela Gerzic. "Content creation activities related to content marketing through social media. : A qualitative study in a B2B context." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-67310.

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Background: Companies have lately been engaging their business activities onto social mediaand its platforms. They are taking advantage of the opportunities provided by social media and they are starting to realize the importance of content marketing. Problem Discussion: Content marketing has been researched previously research. However, the research regarding B2B content marketing and the differences between B2B and B2C content is still rather limited. The question lingers whether the same principles apply to firms working with B2B as well. Moreover, a clear framework or guide regarding the way that content should be created does not yet exist – a guide including the aspects may be taken into account when creating content and implementing content marketing. Purpose: The purpose of this study is to understand and describe how companies deal with the content creation process, within content marketing through social media. Research Question: How do companies handle content creation for content marketing through social media? Methodology: This thesis has taken a qualitative and abductive approach on the study. It hasbeen based on a multiple-case study, where semi-structured interviews took place with sevenfirms working with content marketing and content creation - in a B2B context. Conclusion: All seven firms have a uniform understanding of content marketing, aligned withprevious research. The study concludes that there are similarities between the ways that companies handle content marketing. Furthermore, the study concludes that there are general traits that needs to always be taken into consideration when creating content s.a. long term planning, providing value to the customer, well thought out message and choosing the right channels for content distribution.

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Johansson, Evelina, and Frida Svensson. "The effect of influencer marketing in dense content on brands on Instagram." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-37083.

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Due to digitalization, marketing has shifted from traditional media into being common on the internet today. Dense content marketing is argued to be the strategy which is the most suitable for today’s online-society. Dense content focus on providing the customers with a lot of quality content in the smallest amount of space, weather it is through text, sound or picture. By using dense content, marketing communication is optimised to fit today’s customers who spend a lot of time on mobile devices. Instagram is a platform which provides an opportunity to both send out a company’s message by pictures through their own channel, but also through the usage of social media influencers and sponsored posts. Influencer marketing creates a shortcut to branding and dense content since some influencers has strong personal brands that transfers onto the brand. For companies, it is important to learn about dense content to be able to form a modern marketing strategy that differentiate them from their competitors. The purpose of this thesis was to research the effect of influencer marketing in dense content on brands on Instagram. Primary data has been collected through 15 qualitative interviews that was compared with the frame of references to create an analysis. The analysis is used to answer the research questions, identify branding strategies and increase knowledge about dense content. A part of the purpose was to identify strategies of branding through dense content on Instagram that can be useful for companies when developing their online marketing strategy. The study have provided information which makes it possible to identify strategies and make recommendations to companies that are interested in including this new marketing phonomenon into their branding strategies.

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Streich, Lukas. "Community Marketing Attraktivität von Online Communities in der Wahrnehmung von Nutzern /." St. Gallen, 2008. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/00639880002/$FILE/00639880002.pdf.

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Lögdberg, Arvid, and Oscar Wahlqvist. "Podcasting as a Digital Content Marketing Tool within B2B : A qualitative case study exploring why and how Swedish B2B companies use podcasts as a marketing tool." Thesis, Linköpings universitet, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-167329.

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Purpose The purpose of this thesis is to explore why and how B2B-companies use podcasts as a marketing tool and evaluate how it canfunction together with other marketing strategies. Problematization Digital content marketing is an increasingly popular marketingstrategy within B2B. There is however a large content saturationonline, this puts pressure on organizations having to increase theirmarketing creativity and finding alternative means to stand outfrom the crowd while at the same time staying within theirmarketing budget. Podcast marketing is a form of content marketingbeing fairly untapped territory and with little research dedicatedtowards it, however being the fastest growing medium it is of highinterest to better understand its marketing potential and how toutilize it. Methodology A qualitative case study with an iterative approach. The empiricalfindings derive from semi structured interviews with five selectedcase companies and a podcast producer. Conclusion Why B2B companies use podcasting as a marketing tool variessomewhat, the five main reasons identified are cost and timeefficiency, active listening, building relationships, branding andemployer branding. Some view podcasting in a strategic sense first,while others seem to use podcasting just as much for their ownenjoyment as they do for strategic purposes. There are challenges inregard to measuring success. However, those challenges do notappear to be very problematic as costs are low. Reaching the rightpeople is more important than reaching the masses. Contribution This study adds to existing research within the field of B2B content marketing by exploring podcasts as a marketing tool.

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Erzmoneit, Hanna, and Caroline Thisell. "It Is All About the Content : A Quantitative Study of Content Marketing Characteristics on Social Networking Sites." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76348.

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Purpose: The purpose of this paper was to extend the understanding of content marketing, content characteristics and its effects on attitudes towards the advertisement and advertising value on social networking sites. Methodology: This study had an explanatory research design with a quantitative research approach. The data used in this study was gathered through an online questionnaire. Conclusion: The results of this study shows that there is a difference between different SNS and the effects that arises from different content characteristics in SNS advertisements. Different SNS can not be treated the same, these differences need to be addressed when communicating and creating advertisements and when being present on different SNS. Implications: This study contributed to the field by providing additional information on how advertising value is affected by attitudes towards the advertisement. The results of this study also show what effect the different content characteristics have on affective and cognitive responses, and gives information regarding what type of content marketers should emphasize, depending on which of the two SNS investigated in this study they are currently operating on.

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Gautreaux, Ryan J. "Framing the Patient Protection and Affordable Care Act| A Content Analysis of Democratic and Republican Twitter Feeds." Thesis, University of Louisiana at Lafayette, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10163326.

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This study examines the portrayal of the Patient Protection and Affordable Health Care Act (PPACA) based on the Twitter feeds of Democratic and Republican leaders. This innovative thesis provides a clear depiction of how divisive and unprecedented political cyberwarfare has unfolded within the realm of computer-mediated communications. This study also uses an original approach in its capability of identifying the political combatants of a divisive topic. This is also the first content analysis of its kind by bringing data analysis to the concepts of Entman and Kuypers, focusing on problem/solution and cause/effect rhetoric that confirms framing as a powerful political weapon. This research combines all of the above concepts and applies them to one of the most popular and current social media sites as a basis of analysis. This research also proves the value of politicians’ personal Twitter accounts when studying the general framing strategies of the respective parties.

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Cutler, Bob D. (Bob Dean). "International advertising: a content analysis of cross-cultural differences." Thesis, University of North Texas, 1991. https://digital.library.unt.edu/ark:/67531/metadc332550/.

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This study addresses the question of cross-country standardization of advertising by identifying existing cross-national differences in magazine advertisements. A content analysis of 1,983 advertisements in business, women's and general interest magazines was performed. The sample included 1989 and 1990 magazine issues from the United States, United Kingdom, France, India and South Korea.

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Walker, Brittanny L. "A Content Analysis Investigating Persuasion Intent in YouTube Videos that Target Preschool-Age Children." Thesis, University of Louisiana at Lafayette, 2019. http://pqdtopen.proquest.com/#viewpdf?dispub=10815095.

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Advertising to children has been a topic of discussion for many years. In fact, the Federal Trade Commission is still researching way to better regulate advertising to children. This thesis investigates the persuasion intent as inferred from video content strategies, themes, and descriptions associated with YouTube videos that target preschool-age children posted on the Ryan ToysReview YouTube channel. With the advancement of technology and children?s growing ability to interact with technology, including social media networks, marketing and advertising professionals are finding new ways to promote toys to children during their unsupervised time on such platforms. From the research presented in the Literature Review, persuasion intent may be presented even if it is not in traditional advertising including YouTube videos. The significance of this study is to help add to the existing research that seeks to identify how YouTube videos may contribute to what scholars understand about the way children learn new skills and behavior and believe is associated with how they are being socialized into consumers. This was done to encourage change in regulatory issues by the Federal Trade Commission as well as suggest appropriate changes or updates to skills presently taught to future advertising professionals in undergraduate advertising curricula.

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Kang, Esther. "'Who knows what' vs. 'who knows who'| Strategic content seeking in social media." Thesis, State University of New York at Buffalo, 2015. http://pqdtopen.proquest.com/#viewpdf?dispub=3714618.

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The ubiquity of social media has enhanced consumers’ ability to stay in touch as well as save and access information about others at will. This easy access to information on social media has the potential to change the way consumers seek and remember information. This dissertation sheds light on how information accessibility on social media shapes users’ cognitions. Using a professional social network context, we examine two types of information that consumers pay attention to – content (i.e., ‘who knows what’) and connections (i.e., ‘who knows who’) and how different types of social media influencers (content generators vs. content diffusors) strategically seek information under specific contingencies - when they are vs. are not connected to others (i.e., when information accessibility is high vs. low). We also suggest that individual differences in executive attention moderate this type of content seeking. Results across five studies reveal that content generators tend to focus on others’ content when they are not linked (vs. linked) but content diffusors tend to demonstrate the opposite, i.e., increased focus on content when they are linked (vs. not linked). Alternatively, when it comes to information about connections, content diffusors tend to focus on it when they are not linked (vs. linked) while content generators demonstrate no such active information seeking behavior. Interestingly, selective content seeking manifests only in users who rank high in working memory capacity – a factor that determines strategic attention control. Overall, this research shows that strategic content seeking happens on account of attention control processes and its outcome depends upon users’ social media roles. This thesis contributes to the emerging social media literature in marketing by outlining a new phenomenon, strategic content seeking, explicating its underlying cognitive mechanism and delineating relevant social and cognitive moderators.

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Ray, Jennifer. "Applying the guidelines: a quantitative content analysis of a state agency’s external communication." Thesis, Kansas State University, 2015. http://hdl.handle.net/2097/19036.

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Master of Science
Communications and Agricultural Education
Lauri M. Baker
The purpose of this study was to identify how K-State Research and Extension (KSRE) has established and maintained its brand through external communication with target audiences. The three research objectives were to determine the extent to which, 1) branding guidelines were followed, 2) calls to action were provided, and 3) key audiences were targeted. A quantitative content analysis was conducted to assess a representative sample of all communication KSRE state employees published within one year, November 1, 2012 to October 31, 2013. The Social Exchange Theory (SET) served as the framework and research objectives were based on the concept of Integrated Marketing Communication (IMC). The study found the correct name of the organization appeared in only 56.6 % (n= 611) of units; appearances of images, graphics, and the official slogan were also minimal. Primarily, the study identified a need for increased specification and clarity in the guidelines in order to promote increased consistency. This study serves as a benchmark for future measurement, a basis for recommended changes, and a call for other state extension agencies to examine communication in similar studies. The researcher recommends the organization makes substantial edits and additions to the branding guidelines, provides employees with training, and implements a regular evaluation of communication efforts to monitor brand representation and communication effectiveness. Additionally, the researcher addresses the need for an IMC model specific to extension, to help communicators implement more strategic and measurable efforts.

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25

Li, Xinxin. "Integrated marketing communication for University of Gävle to promote Nursing Program in China." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-21666.

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This study aims to explore effective marketing communication strategies for the nursing program of University of Gävle to develop in China. Qualitative method is used in this research. The data is collected from 24 semi-structured interviews with managers in University of Gävle, managers and students in Zhuhai College of Jilin University and Kede College of Capital Normal University. The study finds out that traditional media advertising, online advertising, and public relations and publicity are effective for both students and managers. However, direct communication is particularly effective for managers, while place advertising is especially useful for students. Content about education and country-of -origin are useful for both students and managers. The study provides suggestions about each marketing communication channel and content, and the integrated marketing communication strategy for higher education institution to do marketing communication in China. Therefore, it can serve as a useful reference when making marketing communication strategy for the future higher education institutions cooperation between Sweden or other countries and China.

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26

Tan, Ya Hsuan Sunny. "A content analysis of print advertisements from the United States and Taiwan." CSUSB ScholarWorks, 2004. https://scholarworks.lib.csusb.edu/etd-project/2704.

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This study is conducted through content analysis to determine the degree of advertising standardization between the United States and Taiwan. Based on the literature review the impact of standardization versus localization advertising strategies is discussed.

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Milhinhos, Patrícia Raquel Vasques. "The impact of content marketing on attitudes and purchase intentions of online shoppers : the case of videos & tutorials and user-generated content." reponame:Repositório Institucional do FGV, 2015. http://hdl.handle.net/10438/16054.

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Submitted by patrícia raquel vasques milhinhos (patriciamilhinhos1@gmail.com) on 2016-03-15T23:56:19Z No. of bitstreams: 1 THESIS Patricia Milhinhos.pdf: 4335457 bytes, checksum: 56789152ad4141178f6a45b266cddf3e (MD5)
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Made available in DSpace on 2016-03-28T13:02:23Z (GMT). No. of bitstreams: 1 THESIS Patricia Milhinhos.pdf: 4335457 bytes, checksum: 56789152ad4141178f6a45b266cddf3e (MD5) Previous issue date: 2015-12
This thesis was written as part of a Double-Degree Masters program in Management, with focus in Marketing. Aligned with the nature of the degree, this study aims to be a useful tool for managers and marketers, which conduct business online. This thesis is a study of Content Marketing in the content of online commercial product pages. Its aim is to understand how to use content marketing to drive conversion, by understanding consumer attitudes and purchase intention towards content. A in-depth study of existing theories and exploratory primary research was developed in other to attain these objectives. Business-to-consumer electronic commerce (B2C e-commerce) has provided consumers and online retailers with a more effective medium to perform online transactions through commercial websites. Although consumers have realized that the benefits of online shopping; such as time saving, minimizing effort, convenience, broader selection, and wider access to information, they are still greatly unwilling to shop online. Consumers shop essentially for two motives, to meet experiential (fun) or goal-oriented (efficiency) needs (Wolfinbarger & Gilly, 2001). The information provided by content marketing seeks to focus on consumers need for information and entertainment, instead of focusing on the brand. Thus, it is expected that the type of content format will have different effects on the attitudes and purchase intention on the online shopper, depending on the online shopping purpose. Concretely, a goal-oriented shopper should find user generated content (UGC) to be more valuable content formats, since they decrease the amount of search effort. While on the other hand, videos & tutorials (VT) might be perceived as more valuable for a consumer looking to spend time and being entertained through online shopping. The exploratory research was characterized by a survey experiment with online consumers. Participants were exposed to stimuli of content marketing tested according to their attitudes and purchase intention. The focus was to understand the impact of two different content marketing tactics—User-generated content and Videos & Tutorials—on attitudes and purchase intentions and how they interact with content complexity. The results indicate that content marketing in commercial product pages is relevant in driving consumer attitudes and purchase intentions. Consumers are not motivated by a specific content marketing tactic, unless that content has a certain level of complexity. In that case, Ur-Generated Content becomes a relevant tactic in product pages, however VT is not.

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Milhinhos, Patrícia Raquel Vasques. "The impact of content marketing on attitudes and purchase intentions of online shoppers : the case of videos & tutorials and user-generated content." Master's thesis, reponame:Repositório Institucional do FGV, 2015. http://hdl.handle.net/10400.14/20367.

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Submitted by patrícia raquel vasques milhinhos (patriciamilhinhos1@gmail.com) on 2016-03-15T23:56:19Z No. of bitstreams: 1 THESIS Patricia Milhinhos.pdf: 4335457 bytes, checksum: 56789152ad4141178f6a45b266cddf3e (MD5)
Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2016-03-18T13:23:02Z (GMT) No. of bitstreams: 1 THESIS Patricia Milhinhos.pdf: 4335457 bytes, checksum: 56789152ad4141178f6a45b266cddf3e (MD5)
Approved for entry into archive by Maria Almeida (maria.socorro@fgv.br) on 2016-03-28T13:02:10Z (GMT) No. of bitstreams: 1 THESIS Patricia Milhinhos.pdf: 4335457 bytes, checksum: 56789152ad4141178f6a45b266cddf3e (MD5)
Made available in DSpace on 2016-03-28T13:02:23Z (GMT). No. of bitstreams: 1 THESIS Patricia Milhinhos.pdf: 4335457 bytes, checksum: 56789152ad4141178f6a45b266cddf3e (MD5) Previous issue date: 2015-12
This thesis was written as part of a Double-Degree Masters program in Management, with focus in Marketing. Aligned with the nature of the degree, this study aims to be a useful tool for managers and marketers, which conduct business online. This thesis is a study of Content Marketing in the content of online commercial product pages. Its aim is to understand how to use content marketing to drive conversion, by understanding consumer attitudes and purchase intention towards content. A in-depth study of existing theories and exploratory primary research was developed in other to attain these objectives. Business-to-consumer electronic commerce (B2C e-commerce) has provided consumers and online retailers with a more effective medium to perform online transactions through commercial websites. Although consumers have realized that the benefits of online shopping; such as time saving, minimizing effort, convenience, broader selection, and wider access to information, they are still greatly unwilling to shop online. Consumers shop essentially for two motives, to meet experiential (fun) or goal-oriented (efficiency) needs (Wolfinbarger & Gilly, 2001). The information provided by content marketing seeks to focus on consumers need for information and entertainment, instead of focusing on the brand. Thus, it is expected that the type of content format will have different effects on the attitudes and purchase intention on the online shopper, depending on the online shopping purpose. Concretely, a goal-oriented shopper should find user generated content (UGC) to be more valuable content formats, since they decrease the amount of search effort. While on the other hand, videos & tutorials (VT) might be perceived as more valuable for a consumer looking to spend time and being entertained through online shopping. The exploratory research was characterized by a survey experiment with online consumers. Participants were exposed to stimuli of content marketing tested according to their attitudes and purchase intention. The focus was to understand the impact of two different content marketing tactics—User-generated content and Videos & Tutorials—on attitudes and purchase intentions and how they interact with content complexity. The results indicate that content marketing in commercial product pages is relevant in driving consumer attitudes and purchase intentions. Consumers are not motivated by a specific content marketing tactic, unless that content has a certain level of complexity. In that case, Ur-Generated Content becomes a relevant tactic in product pages, however VT is not.

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29

Berry, Andrea. "A Look into Ladies Home Journal: Tracking the trends and changes of strategy, themes and messaging in women's health and beauty products advertising from 1970 to 2009." Wittenberg University Honors Theses / OhioLINK, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=wuhonors1338483568.

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30

Bezuidenhout, Sonja. "Evaluating audience responses to promotional messages." Thesis, Nelson Mandela Metropolitan University, 2014. http://hdl.handle.net/10948/d1020280.

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This study explored the guidelines advocated by selected media content analysis with the aim of identifying effective approaches to evaluate audience responses to promotional messages. Drawing from literature and documented deliberations by industry professionals, content-specific analysis protocols were applied and tested using a case study representing topic-specific responses to the Two Oceans Quay 5 product launch. In doing so, a logical observation of the communication in unpaid media placements and relevant discussions distributed in public media channels was completed. It is in this sense that this research enriches the study of public relations with a particular focus on output-driven evaluation. It provides insights into qualitative and quantitative publicity measurement and suggests how these methods can be useful to explicate the impact of media coverage as a public relations element. While it largely focused on discovering improved media content analysis solutions, this study revealed that content-driven analysis can only be useful when its protocols are aligned with the context of the data and if communication practitioners remain aware and transparent of its subjectivity. In this regard, this study helps to generate an understanding of the subjective dynamic of public relations and the importance of in-depth and adaptable publicity assessments to help distinguish public relations as a purposeful branding function next to advertising and marketing.

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31

Ambrož, Jan. "Content strategy: Příprava a návrh obsahu pro web organizace." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-114140.

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The work deals with the content strategy, methods and techniques how to prepare, design and create web content according to established goals. The theoretical part defines role of the content strategy, introduces methods, content life cycle and potential benefits and outputs of the content strategy in its phases: preparation, analysis, creation, evaluation and content management. Work also discussed the interaction with other fields of web design and legal limits, which affect online content in the Czech Republic. The main objective of this diploma thesis is to design new web content strategy for organization. After describing the initial situation and goals, mentioned methods are used to the systematic management of web content. Thanks to the results of this content strategy (target group definition, competitive content analysis, existing content inventory, keyword analysis, information architecture, style guide, content plan, content model, creation process and content management), readers get the guidance, which can inspire them in their practice.

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Massar, Christen David Stone Sara J. "Non-profit organizations' use of the internet to tell human interest stories a content analysis of non-profit web sites /." Waco, Tex. : Baylor University, 2007. http://hdl.handle.net/2104/5136.

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33

Berggren, Ellinor, and Maja Sjöström. "Den lilla butikens användning av Instagram - att skapa tilltalande content." Thesis, Linköpings universitet, Medie- och Informationsteknik, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-150541.

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Innehållsmarknadsföring är en metod för att nå ut med sitt varumärke och nå sina kunder med hjälp av innehåll av redaktionell ton. Tidigare studier har gjorts om hur innehållsmarknadsföring kan användas men få har fokuserat på hur små självständiga butiker kan använda sig av detta. Denna studie syftar till att undersöka hur en liten butik kan utforma content som tilltalar sin målgrupp och hur en strategi över skapandet av content i syftet att publicera på Instagram ska utformas. Studien har utgått ifrån caseföretaget No 36. No 36 är en liten självständig butik som är återförsäljare av modevarumärken. Data samlas in via en enkätundersökning och semistrukturerade intervjuer. En designprocess genomförs i syfte att skapa content för publicering på Instagram. En utvärdering av designen sker med hjälp av semistrukturerade intervjuer med representanter med No 36s målgrupp. Studien visar att content som skapas ska vara inspirerande, fotat enligt snapshot-estetik och ska innehålla korta och koncisa bildtexter. En strategi för publicering av content på Instagram ska innehålla en plan för vilket content som ska publiceras, när det ska publiceras och riktlinjer för hur en sammanhängande tonalitet ska skapas.

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34

Falkenstein, Luisa Elena. "Because They Love You: An Analysis of the @BVG_Kampagne Twitter Feed." Thesis, Malmö universitet, Fakulteten för kultur och samhälle (KS), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-21513.

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In this case study, I focus on Berlin’s BVG (public transport provider), who overcame asevere online firestorm in reaction to their marketing campaign centered around the slogan “Weil wir dich lieben “ (because we love you) in January 2015. Through a content analysis of the BVG’s Twitter feed in January 2015 (during the firestorm) and January 2016 (after the firestorm), I aim to determine how crisis communication strategies were employed by the BVG and what role humor played in their communication on Twitter. My approach to this topic is very much rooted in a rhetorical/ text-based theory of both crisis communication and humor, focusing exclusively on tweets authored by the BVG and analyzing each tweet’s content regardless of its context.My results indicate that humor is employed in the majority of the BVG’s tweets both duringthe crisis and after, a practice that may have helped reduce the perceived severity of the initial cause for the online firestorm. The use of humor in direct response to the crisis is more cautious than after the crisis, showing that despite its newfound jovial image, the BVG in no way underestimated the severity of the crisis situation. Furthermore, the BVG’s Twitter communication is shown to be highly interactive and conducted in a conversational tone. This indicates that the BVG uses their Twitter account to engage with their customers in a friendly and open conversation, building stronger relationships and ultimately creating a network of support, which can be useful both for marketing purposes and as a deterrent for future communication crises.This study can be seen as a small addition to crisis communication and humor research as well as research into online marketing. For future research the framework and methodology may need to be expanded to more widely assess how humor could be employed to overcome negativity online and especially face organizational crises such as online firestorms.

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35

Heo, Soonran, and artsforarts@naver com. "The Potential of the Internet in Arts Management: Content Analysis of Arts Organization Websites." RMIT University. Education, 2007. http://adt.lib.rmit.edu.au/adt/public/adt-VIT20080619.122504.

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This study is undertaken in response to the issue of incorporating traditional arts management effectively in online arts management via the websites of arts organizations. The aim is to investigate the introduction and implementation of websites in order to suggest effective and efficient approaches of management. This thesis contributes to online management and will enhance its perspective and enlarge its practice. The study presents the design and development of content analysis to analyse the content of websites in order to create both quantitative and qualitative measuring tools that are unlike currently available commercial evaluation tools, which use purely quantitative and automatic measures. The sample consists of 102 arts organization websites from six countries: Australia, Canada, France, South Korea, UK, and USA. In total seventeen arts organization websites from each country from the Yahoo regional directory have been examined. In this study, the website content analysis applied describes preliminary data that will shed some light on the current state of arts management, combining both on and offline application. The thesis articulates the three key functions that online and offline integrated arts management must incorporate in order to increase the value of utility and quality of their services delivered to audiences via the website. The framework of this study provides: 1. interactive communication dimensions between arts organizations and audiences via the website, 2. e-commerce features applicable to the website of arts organizations, and 3. other important and relevant features relating to arts management in websites in order to enforce the appropriate selection and allocation of different services, and to dynamically adapt to changes within those organizations. One of the most important contributions of this study may be that it has value for both academic and practical purposes in the implementation of arts management. As a result of this study, low levels of interactivity were identified in arts websites. This result suggests that online arts marketing is not as interactive as it could be, but undergoes a technological innovation phase towards more developed exploitation. In terms of e-commerce, successful introduction and adoption of websites has been identified. Other traditional arts management features that were not included in interactivity and e-commerce were well represented in the content of websites. The outcome confirms the potential of the website in arts management as an indispensable venue for interactive communication, e-commerce, and other important arts management tasks, such as arts education. By using content analysis, this study provides an evaluative measure for arts organizations that wish to use their websites more effectively, and it also affords a perspective on the current state of online and offline integrated arts management. The result of this study shows that arts management in the virtual venue is the same, or at least similar, to the real venue, and that websites allow arts organizations to coordinate online and offline integrated marketing management. This exploration of little known areas shows what visitors to the website actually communicate and contribute, which indicates that there is ample room for development and research in this area.

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Meyer, San-Marie. "Social media and corporate brands : a study of how the top 10 corporate brands in South Africa utilise social media content to strengthen their brand." Thesis, Stellenbosch : Stellenbosch University, 2014. http://hdl.handle.net/10019.1/96219.

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Thesis (MBA)--Stellenbosch University, 2014.
Social media has become one of the marketing tools corporate organisations cannot ignore anymore. Organisations are forced to adjust, and in certain cases replace, traditional marketing methods. The reason why this study was undertaken was to determine the type of content successful corporate brands use on social media platforms to attract new customers and retain their existing brand communities. The South African top ten most valuable brands of 2013, identified by Brand Finance, was the focus of the study and their social media activity was monitored over a pre-determined period on Facebook, Twitter and Youtube. The analysis results indicated that the majority of brands use promotional content to strengthen their brand, followed by competitions and informative and educational content. Interesting findings included that each brand, within a specific industry, followed a specific online strategy. Among other brands, four banks were analysed namely Standard Bank, Absa, Nedbank and FNB. It was clear that Standard Bank and FNB focused on promoting their products and services. The focus of Absa’s strategy was helping customers to save money effectively. Nedbank placed major emphasis on the community and corporate social responsibility.

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Wlömert, Nils [Verfasser], and Michel [Akademischer Betreuer] Clement. "Information Technology and Online Content Distribution : Empirical Investigations and Implications for the Marketing of Entertainment Products / Nils Wlömert ; Betreuer: Michel Clement." Hamburg : Staats- und Universitätsbibliothek Hamburg, 2017. http://d-nb.info/1141296241/34.

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38

Nilsson, Benjamin, and Paraskevi Tsakmaki. "The Effect of Marketing Automation on the Buying Decisions : A quantitative study on SMEs explored through brand awareness and external branding in a B2B context." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-86129.

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As digitalization has evolved over the years, the need for automating procedures for faster results has become stronger. Marketing automation is a software that automates an organization’s marketing activities. Its purpose is to deliver a firm’s personalized messages to the existing and potential customers. Consequently, marketing automation is closely related to content marketing which’s main attribute is to raise brand awareness, and having a higher brand awareness can ultimately affect the buying decision. It has been discovered that there is a lack of research in the existing literature about marketing automation and more specifically in how marketing automation can affect the buying decision by raising brand awareness. Therefore, this thesis aims to examine how marketing automation affects the buying decision through brand awareness and external branding. The theory was outlined by six concepts which were marketing automation, external branding, brand communication, brand awareness, and buying decisions. These concepts led the authors to create six different hypotheses in order to find a link between them. The data were collected through a self-completion questionnaire, therefore a quantitative study with an exploratory purpose was conducted. The results from the 118 respondents of the questionnaire suggest that marketing automation influences the organizational buying decision by enhancing brand awareness. Moreover, marketing automation has a positive impact on external branding which also has a positive effect on the buying decision. Concludingly, this suggests that marketing automation does positively affect the B2B buying decision through brand awareness and external branding.

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Kepekci, Ali Caglar. "A content analysis of value-based advertising strategies on the Internet." CSUSB ScholarWorks, 2001. https://scholarworks.lib.csusb.edu/etd-project/1730.

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40

Wang, Yiru. "Want Some Help? How Online Reviews Influence Consumer Decision Making." Kent State University / OhioLINK, 2019. http://rave.ohiolink.edu/etdc/view?acc_num=kent1562159132135793.

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41

Mårtensson, Josefine, Wannisa Andersson, and Bojana Milovanovic. "Mer inspiration än information : En kvalitativ studie kring bilder på Instagram." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-46319.

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Bakgrund: Traditionell marknadskommunikation anses ha gått från att vara en envägskommunikation från företag till konsumenter, till en tvåvägskommunikation där konsumenter kan interagera med företag. Visuell kommunikation är ett verktyg inom markndskommunikation, där ett fokus kan ligga på värdeskapande. Det stora användandet av sociala medier har lett till att företag bör anpassa deras marknadskommunikation som kommunikationsstrategi till värdeskapande innehåll. Syfte: Syftet med studien är att undersöka vad mottagarna anser är ett värdeskapande innehåll i ett företags visuella kommunikation på Instagram. Metod: I denna studie har en kvalitativ fallstudie applicerats, där fem semistrukturerade intervjuer har utförts. Studien grundar sig i en deduktiv ansats med inslag av induktiv ansats. Slutsats: Mottagarna anser att ett värdefullt innehåll från företag på Instagram ska bestå av varierande bilder med nytänkande innehåll, och som reflekterar företagets personlighet. Den största del av bilder som publiceras av inredningsföretag ska inspirera mottagarna och det genom att företag placerar deras inredningsprodukter i en miljö. De bildelement som tycks påverka hur en bild uppfattas är färg, ljussättning samt om produkten är placerad i en inredningsmiljö. Dessa delar påverkar sedan om det leder till att mottagarna skapar en tolkning av en bild samt om en emotion skapas. Bildelementen kan ses som delar i en bilds helhet, och om en del fattas kan det påverka hur bilden uppfattas.
Background: Traditional marketing communications has gone from a one-way communication from organizations to consumers, to a two-way communication where the consumers can interact with organizations. Within marketing communication an visual marketing can be used as a tool to create value-adding content. The large consumption of social networks is a reason why organizations need to adapt their strategy regarding marketing communication towards value adding for the consumers. Purpose: The purpose of this study is to investigate what the reciever believes is valueadding content in a company’s visual communication on Instagram. Method: In this study a qualitative case-study have been applied, where five semistructured interviews have been conducted. The study is based on a deductive approach, with elements of inductive approach. Conclusion: The recievers thinks that value-added content from companies on Instagram should contain a diversity of images with content that is new thinking, and that reflects the company’s personality. The biggest part of images that is published by interior-companies should inspire the recievers, this by posting pictures where the company have placed their interior-products in an environment. The element areas that seem to influence how a image is recieved are through colours, lightning and the placement of interior-products in an environment. These parts affect how the respondents interpretate the picture and if an emotion is created. The element areas can be seen as parts of a wholeness in an picture, and if one part is missing it can influence how the picture is percieved.

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42

Kaczor, Andrew R. "Golf, it's not just your father's game anymore." Kent State University / OhioLINK, 2021. http://rave.ohiolink.edu/etdc/view?acc_num=kent1618939618007029.

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43

Lazauskas, Darius, Julia Jacka, and Ingrida Kažemėkaitė. "Rage, giggles and fishing for clicks : A qualitative study on how clickbaiting affects perceived online news content quality." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75384.

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Purpose The purpose of this study is to explore how the use of clickbait marketing strategies by online news outlets affects consumer perceptions of online news content quality. Design/methodology/approach A qualitative, deductive, exploratory and cross-sectional method, wherein data was collected through semi-structured interviews to understand consumer perceptions of how the use of clickbait strategies affects perceived online news content quality. The gathered data was then analyzed with the help of a directed content analysis supported by qualitative content analysis software Atlas.Ti. Findings This study found that the use of clickbait content strategies affected the perceived quality of online news content. Furthermore, it was found that there are two primary consumer groups, one of which seeks to avoid clickbait and one of which seems to engage with clickbait. Finally, several new variables were found for perceived news content quality that applied in the online space. Research limitations/implications The main implications of this research are that clickbait strategies should be utilized cautiously as they are often found misleading or displeasing, and may cause damage to the publisher. Furthermore, despite clickbait sometimes being entertaining, most clickbait was found to be highly context sensitive. Finally, a number of new variables were found that expanded previous understandings of perceived news quality. This study was limited by several factors - firstly, a lack of english as a first language which may have resulted in misunderstandings. Secondly, the articles utilized were found to have several shortcomings during the research procedure. Finally, due to the qualitative nature of this study, its findings are non-generalizable.

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Fourny-Arrivé, Sandra. "Contenu de marque : nature de la pratique et tensions associées à la formation d'une stratégie marketing hybride." Thesis, Paris Sciences et Lettres (ComUE), 2017. http://www.theses.fr/2017PSLED025/document.

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Le contenu de marque désigne des contenus éditoriaux qui sont produits par les marques. Ce format de communication va à l’encontre des codes habituels : le produit n’est pas mis en avant et la marque se montre désintéressée pour mieux séduire son audience. Notre recherche vise à comprendre la nature de la pratique (ses motivations, ses effets, ses acteurs), le processus de formation de la stratégie et les logiques animant ses parties prenantes. Vingt entretiens individuels (annonceurs et publicitaires) et deux études de cas (voyage-sncf.com et Louis Vuitton) ont été menés. Nous proposons une conceptualisation du contenu de marque, ainsi qu’une typologie des pratiques existantes. Nous expliquons le caractère hybride de la stratégie ainsi que sa formation. Nous montrons qu’il existe des stratégies de contenu de marque planifiées (ou délibérées) et des stratégies émergeant d’initiatives non planifiées (émergentes). Nous relevons les tensions survenues au cours de la formation de la stratégie et nous expliquons leur résolution. Nous contribuons ainsi à la fois aux travaux relatifs à la marque et à son management, ainsi qu’au champ de la strategy as practice
Brand content refers to editorial contents that are produced by the brand itself. This form of communication appears to be disruptive compared to traditional advertising as it does never mention the product and thus does not appear to intend to sell anything to the consumer. The objective is more to seduce the audience with an interesting and entertaining content. Our research aims at understanding brand content strategies, as well as its actors and logics.Twenty individual interviews with communication experts and two brand case studies have been implemented.We propose a conceptualization of brand content, as well as a typology of existing practices. We explain the formation of the strategy and the logics of actors participating to the formation. We illustrate the fact that strategy can be formalized (deliberate) or that it can also arise from non-planned initiatives. We finally present the tensions emerging from the strategy formation.Our research contributes to both brand management and strategy as practice literatures

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Xu, Qiongyan. "Chinese- and English-Language Homepages of Fortune Global 500 Companies: A Cross-Cultural Content Analysis." Ohio University / OhioLINK, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1275592579.

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Foster, Lisa B. "Effects of Video Game Streaming on Consumer Attitudes and Behaviors." Digital Commons @ East Tennessee State University, 2016. https://dc.etsu.edu/etd/3041.

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Video game streaming has introduced to consumers a new method of creating branded content. Popular streaming platforms receive millions of broadcasters and viewers every month, and the current examines the influence of this type user-generated content on consumer attitudes and behaviors. The goal of this study is to understand how video game streams function as a marketing tool. To investigate this, a quantitative survey was designed and measured participants’ video gaming habits and their perceptions of credibility, usefulness of content, group identification, and purchase intention. Heavier gaming habits were found to be positively related to perceived credibility in a user-generated stream condition. Group identification and stream familiarity were found to be positively related to perceived credibility. These findings hold implications for using video game streams as a marketing tool, as heavier gamers were found perceive user-generated streams as a credible source of information.

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Ewigleben, Franziska. "Communicating Sustainable Nature-Based Tourism : A Mixed Method Approach to Investigate How Swedish Destination Marketing Organizations Promote Nature Destinations on Instagram." Thesis, Stockholms universitet, JMK, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-178426.

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Around the globe, sensitive nature destinations suffer from media-mediated mass tourism. Especially, the social media network Instagram is often made responsible for these events as its emphasis on visuals is claimed to foster people’s ambition to reproduce photographs of themselves in the epic sceneries they see online. Destination Marketing Organizations (DMOs) face a particularly big challenge in using Instagram. While they aim at attracting enough tourists to satisfy the local tourism industry’s needs, they need to apply a careful promotion to avoid attracting more tourists than the natural environments can cope with. Focusing on Sweden as case study, this thesis aims at identifying and exploring how Swedish DMOs currently promote vulnerable nature destinations on Instagram and what significance these economically driven communication agencies thereby attribute the protection of the natural resources. Theoretical implications from sustainable destination management and environmental psychology are employed to develop different communication strategies that enhance the destination’s sustainable image as well as attempt to encourage pro-environmental behavior among tourists. A mixed method design is applied which is dominated by an extensive quantitative content analysis and complemented by a more limited qualitative semiotic analysis. The findings reveal that the implementation of sustainable communication strategies is of varying importance for the six Swedish DMOs considered in this study. In general, their effort of using communication tools to enhance sustainable nature-based tourism is still very low. Future research is advised to investigate in the production as well as audience site to gain further insights in how economic interests might hinder a more sustainable branding and to examine how effective the developed communication strategies actually are in influence people’s behavioral intentions.

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Hrubý, Jan. "Komunikační strategie neziskové organizace." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-224718.

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Predmetem diplomove prace je zpresneni komunikacni strategie nejvetsi evropske studentske organizace—Erasmus Student Network AISBL. Prace definuje status quo organizace a po jeho analyze navrhuje zpusob, jakym lze diky tvorbe obsahove strategie z pohledu ciloveho uzivatele (tvorbou person) zvysit zasah a zlepsit cileni obsahu pro jednotlive komunikacni kanaly.

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Mimra, Jonáš. "Cílená marketingová komunikace v rámci CCM software." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-201764.

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In my dissertation, I try to clarify the personalization of content based on the input data. Thesis deals with relatively new area of direct marketing in personalised documents delivered to end-beneficiaries through various channels, which features a classic print and e-mail. It also highlighted the importance of evaluating and analyzing the data recipient and based on feedback to modify future communications. The aim is to describe the development of application software for managing customer communication and demonstrate its effect.

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Myers, Erik S. "What Becomes of Boquete: Transformation, Tension, and the Consequences of Residential Tourism in Panama." Ohio : Ohio University, 2009. http://www.ohiolink.edu/etd/view.cgi?ohiou1245254852.

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Dissertations / Theses on the topic 'CONTENT MARKETING – ONLINE MARKETING – MARKETING OF CONTENT - CONTENT MARKETING IN TOURISM - MARKETING COMMUNICATION'

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