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Mionic, Andrej, and Sandra Ringgaard. "Content marketing : En kvalitativ studie om svenska företags utmaningar." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-354094.
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Svenska företags intresse för att använda sig av content marketing har ökat, då idén att skapa mervärde för konsumenter med utbildande och värdefullt innehåll ligger rätt i tiden. Företag har insett att traditionell marknadsföring med ett ensidigt fokus på produkt eller tjänst inte längre övertygar dagens uppdaterade och kritiska konsumenter i ett digitaliserat samhälle. Content marketing har därför kommit att bli ett strategiskt förhållningssätt fokuserat på att skapa och distribuera värdefullt innehåll för att attrahera och behålla en tydligt definierad kundgrupp. Att marknadsföra sig digitalt ställer emellertid höga krav på företag att anpassa sina aktiviteter efter en snabbrörlig och föränderlig miljö, där konsumenter aktivt söker och delar information med varandra. Företag som ämnar använda sig av content marketing behöver således förstå att långsiktig planering, strategi och anpassning är viktigt för att kunna hantera utmaningar i processen. I denna kvalitativa studie undersöks hur svenska företag i banksektorn och marknadsföringsbyråer i Sverige upplever utmaningar inom content marketing. Trots att content marketing är utbrett i praktiken är det ett relativt nytt område inom forskningen och endast ett fåtal forskare ger en mer omfattande teoretisk förståelse för begreppet. Studien har därför som avsikt att även bidra med en teoretisk förståelse för content marketing på digitala plattformar, genom att belysa vilka kritiska aspekter som kan leda till komplikationer för företagen. Kvalitativa intervjuer har tillämpats som undersökningsmetod för att ta reda på hur respondenterna uppfattar sin omgivning och vilka åsikter som styr deras agerande i processen. Undersökningen innefattar sex svenska arbetare med ledarpositioner, tre är verksamma inom banksektorn och resterande i content marketing-byråer. Teorier som används behandlar vad digitalt innehåll av hög kvalitet innefattar, olika steg i content marketing-processen, samt en modell för kommunikation på digitala plattformar. Vår analys av empirisk data utifrån studiens teorier har visat att utmaningar kan identifieras i samtliga delar av content marketing-processen, vi anser däremot att de olika stegen är utsuddade och därför går utmaningarna in i varandra. De utmaningar som framträder tydligast är följande: implementering och fullföljning av content marketing-strategi, avgränsning av målgrupp, tid och resurser, interaktion på sociala medier, trovärdighet hos influencers. Den mest omfattande utmaningen är att isolera och utvärdera specifika content marketing-aktiviteter. Det blir därför svårt för företag att veta vad som behöver förbättras i deras content marketing-strategi.The following qualitative study examines how Swedish banks and marketing agencies perceive and deal with challenges within the content marketing process on digital platforms. The report also seeks to provide theoretical understanding for content marketing on social media. The research methodology contains semi- structured qualitative interviews. The empirical study consists of interviews with six employees with leading positions operating in Stockholm. Three of the respondents work in Swedish banks, the other three in marketing agencies. The theoretical framework comprises theories about the content marketing process and elements as well as explaining communication on digital platforms. Analyzing the empirical data with help of the chosen theories shows that challenges are perceived in isolating and evaluating specific content marketing activities. A sequence effect to the challenge of evaluating is that companies find it difficult to know which parts of their content marketing that need to be improved.
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Kročilová, Martina. "Budování vztahu se zákazníkem pomocí info-produktů." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193346.
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This diploma thesis is focused on the topic of content marketing for businesses with an emphasis on creation of a content strategy, which is an important anchor in building a relationship with the customer. The first part focuses on the essential theory which was used as a starting point for the development of this paper. In the practical part of this thesis, there was executed a survey, which aimed to identify the online shopping behavior of current and potential customers of VinoPortugal. On the basis of this survey and several additional analyzes, the in-depth content strategy for this company was created. Creation of this strategy was the main goal of this thesis.
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Larsson, Anna, and Linn Tallberg. "Konsten att sälja utan att ropa ”KOM OCH KÖP!” : Att genomföra content marketing på sociala medier." Thesis, Högskolan i Skövde, Institutionen för handel och företagande, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-17054.
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Content marketing är ett fenomen som vuxit och blivit en trend, på grund av den stora tillgången av information som onlinemiljön bidragit med till företagen. Vad content marketing handlar om har visat sig bristfälligt bland forskare, då det saknas en tydlig akademisk avgränsning. Definitionen av fenomenet content marketing är många, och forskare uttrycker sig olika vid beskrivningen om vad content marketing innebär. Hur content marketing används och vad som är viktigt att förmedla genom sin content marketing på sociala medier skiljer sig också från företag till företag. Däremot är flera forskare överens om att en strategi är viktig vid skapandet av content marketing. Syftet med denna studie är skapa en nyanserad bild av content marketing på sociala medier. Detta eftersom det råder delade meningar om innebörden av content marketing inom forskningsområdet. Att avgränsa studien till sociala medier har gjorts då onlinemiljön är ett för brett område för studiens storlek och avsatta tid. En kvalitativ små-N-studie har genomförts med intervjuer av företag. För att kunna besvara studien syfte genom företagens beskrivningar om deras uppbyggnad av content marketing på sociala medier. En tematisk analys har använts för att kunna identifiera återkommande teman ur det insamlade materialet från företagen. Resultaten från denna studie visar på att processen för hur content marketing på sociala medier används styrs utifrån vilka mål företag har, samt vilka dimensioner som företag anser viktigast vid en specifikt kampanj. Däremot påverkas inte antalet steg i processen som helhet av antalet mål eller antalet dimensioner, utan skiljer sig från företag till företag. Samt att sociala medier bidragit till nya fynd i processen. Således är content marketing på sociala medier ett komplext arbete.Content marketing is a phenomenon that has grown and has become a trend, due to the vast availability of the information that the online environment has contributed to companies. What content marketing is involving has proved to be insufficient among researchers, as there is no clear academic delimitation. The definition of the content marketing phenomenon is many, and researchers express this differently when describing what content marketing means. How content marketing on social media is used and what is important to convey through content marketing also differs from company to company. However, several researchers agree that a strategy is important in the creation of content marketing on social media. The main purpose of this paper is to create a nuanced depiction of content marketing on social media. This is because there is disagreement about the meaning of content marketing in the research area. The delimitation of this paper to social media has been done because of the online environment is a too wide field for the size and time allocated for this paper. A qualitative small-N-study has been conducted with interviews of companies. In order to be able to answer this paper purpose through the companies' descriptions of their structure of content marketing on their social media. Thematic analysis has been used to identify recurring themes from the collected material from the companies The results of this paper show that the process for how content marketing on social media is used is governed by what goals companies have, and what dimensions companies consider most important in a specific campaign. However, the number of steps in the process as a whole is not affected by the number of goals or the number of dimensions but differs from company to company. And that social media contributed to new findings in the process. Thus, content marketing on social media is a complex work.
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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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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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Söderström, Albin, Miller Emanuel Rinaldo, and Anderberg Theodor Mörse. "Don't Scroll Past! : Exploring how independent music artists can adapt their digital content marketing strategy to attract new listeners." Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49033.
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Antunes, Bernardo Di Giovine Freire de Andrade. "Estratégia de conteúdos da RTP : a importância do content marketing na organização." Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14775.
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Mestrado em MarketingAtualmente a televisão é uma estrutura que cria e produz conteúdos para vários canais. Desde o início que a tecnologia foi a alavanca essencial dos conteúdos de televisão. Hoje em dia, o grande desafio colocado à escala global relaciona-se com o facto dos conteúdos se terem autonomizado, para lá dos canais, os conteúdos podem ser vistos quando e onde se quer e não deixam de ser conteudos de televisão. Este estudo pretende esclarecer junto dos profissionais da RTP, através de um estudo qualitativo com base em oito entrevistas a colaboradores, a existência e eficácia da sua estratégia de conteúdo (onde se inclui o content marketing) bem como se este poderia sustentar esta unidade de negócio futuramente. Para além disso teve como objetivo compreender o modo como era gerado o processo de criação de conteúdos próprios desenvolvidos internamente pela RTP, bem como conteúdos envolvidos num âmbito de parceria com marcas, através da utilização de um modelo de análise desenvolvido com base na revisão da literatura. Os resultados concluiram que não é totalmente identificável a existência de uma visão integrada e uma linha orientadora sustentada para a exploração do seu próprio conceito de content marketing nas sua organização, embora procure ter em conta conhecer os consumidores/cidadãos e a marca, escolher os recursos envolvidos, as plataformas de divulgação e proceder à medição dos resultados. Os responsáveis da RTP deixaram claro que veem o content marketing não como um substituto mas como um complemento no esforço global no marketing de uma marca.
Currently, television is a structure that manufactures and produces contents to various channels. Since the beginning, technology was the main tool of TV content. Nowadays, the biggest challenge on a global scale is the fact that the contents have become much more autonomous, beyond the channels, and it may be seen whenever and wherever we want, and they keep being Television´s Contents. This study aims to clarify to RTP professionals, through a qualitative study based on eight interviews with employees, the existence and effectiveness of their content strategy (including content marketing) as well as if it could support RTP in the future. Furthermore, its main goal was to understand how the creation process of contents developed by RTP happens, as well as the contents involved in the integration and in partnership with brands, through the use of an analysis´ model developed on the basis of the literature?s revision. The results have shown that is not fully identifiable the existence of an integrated vision and a guideline that enables RTP to explore its own concept of Content Marketing in its organization, even though RTP tries to know better the consumers/citizens and the Brand. RTP also tries to create content and choose the resources involved, the platforms of disclosure and it strives to proceed to the measurement of results. The RTP´s responsible made it clear that they see the Content Marketing not only as a backup but also as a complement, as integration, as a global effort on a Brand´s Marketing.
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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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Foreman, Jeffrey R. "The Performance Implications of Planning, Implementation, and Evolution of Market-oriented Strategy by Top Management." Digital Archive @ GSU, 2008. http://digitalarchive.gsu.edu/marketing_diss/12.
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Participating in the growing research stream involving the market orientation-performance relationship, this investigation explores the impact of firms’ planning, implementation, and evolution of market orientation on financial performance. A longitudinal approach is used to capture the formation and evolution of market orientation. Evidence of market orientation as depicted in top management’s stated strategy is assessed through content analysis of 150 SEC filings (S-1s and 10-Ks) of seventy-five initial public offering (IPO) firms. The sample covers companies that went public in the years 2001-2003, and the study spans a six-year period from 2001-2007. Customer and competitor orientation are independent variables tested to predict stock return. Moderator variables of firm size, top-management-team (TMT) heterogeneity, services or manufacturing industry, and industry competitive intensity are tested in a series of regression analyses. The study involves a unique combination of features in that: 1) the market orientation of top management is captured; 2) the market orientation formation and evolution is captured; 3) secondary archival data is used in the analysis; 4) objective performance measures are utilized; 5) data from multiple industries is analyzed; 6) factors that moderate the market orientation performance relationship are studied. Contributions of this study are that it: 1) builds on the work of Gebhardt, Carpenter and Sherry (2006) using longitudinal analysis to capture the dynamic nature of the market orientation; 2) establishes evidence of variation of the market orientation across time; 3) examines the division of market orientation as separate constructs of customer and competition; 4) provides insight about important moderators of the relationship; 5) moves literature towards a foundation for a more general theory of market orientation by providing some further evidence of the construct’s relation to financial performance. Results of regression analysis provide support for customer orientation leading to superior financial performance. Significant moderator variables in this relationship include manufacturing vs. service firms, top-management-team (TMT) heterogeneity, and firm size. Unexpected results are found for competitor orientation and some moderator results are not significant.
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Ingvar, Elisabeth. "En granskning av content marketing : En kvalitativ studie om innehållsbaserad marknadsföring med en rekommendation för tillämpning." Thesis, KTH, Skolan för datavetenskap och kommunikation (CSC), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-189291.
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Människor är trötta på reklam och företagen har börjat förstå att deras kommunikation till kunderna behöver förbättras. Content marketing, även kallat innehållsmarknadsföring har kommit att bli en populär metod, dock med en svag definition i grunden som bäddar för olika åsikter för vad content marketing innebär. Content marketing är ett hett begrepp i den svenska marknadsföringen, men vad krävs för att lyckas? Den här uppsatsen kartlägger begreppet, varför det är svårdefinierat samt ger en rekommendation till de verksamheter som vill tillämpa metoden kring viktiga aspekter i att arbeta med denna kommunikationsstrategi. För att besvara problemformuleringen utfördes en litteraturstudie och ett flertal personintervjuer med betydande aktörer inom kategorierna traditionella och redaktionella verksamheter samt områdesexperter. Utifrån resultaten från undersökningen kan slutsatsen dras att det inte finns en generell modell som fungerar för alla utan att content marketing måste anpassas för varje enskild verksamhet. Däremot finns det kluster av råd som kommer att presenteras, som exempelvis att ha en tydlig strategi med tydliga mål för att kunna mäta effekten av verksamhetens content marketing-satsningar samt att se sig själva som en publicistisk verksamhet som kräver en särskild redaktionell kompetens och mycket klar bild av sin målgrupp.The report examines the content marketing strategy. There are several challenges in defining the area and more to come when working with it. This essay aims to provide a recommendation of how to implement the strategy. How can traditional corporations learn from the editorial business and content marketing experts? Several companies in the categories of traditional, editorial and content marketing experts have been interviewed for the study. The results showed that it is difficult to define content marketing and then suggests to label it otherwise. The study also concludes that there is no general solution for every company, thus different tools are acquired for different situations. However, main points of what factors to consider with the work of content marketing are presented, such as having editorial competence, a clear strategy and to measure relevant data. An English translation of this essay is available upon request.
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Khudododov, Rustam, and Alexandra Kim. "Hidden Power: Content Marketing as a part of global business strategies of Westen companies in the Russian environment." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-66070.
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International companies face many challenges when operating in foreign country markets, as a new environment could be absolutely opposite to the one of the home market, which the companies are used to. One of the biggest issues for a company in the foreign market is to understand how to market its product and make it more appealing to the audience. This research is aimed at studying content marketing strategy as a new trend and a part of marketing strategy of an organization. Particularly, the main focus of this research is to investigate the process of building content marketing strategy of Western firms in the Russian environment. During the study, a few questions are illuminated, such as what steps are undertaken in order to manage a sound content marketing strategy and how the characteristics of Russian consumers influence the decision making and to what extent. The paper studies all these issues by the qualitative approach, presenting data and insights acquired through interviews with four Western companies, operating in Russia: Burger King, Johnson & Johnson, The Coca-Cola Company and Visa Inc. The analysis of the findings is done, comparing the experience of the companies with each other, which enables the authors to extract general patterns for content marketing strategy in Russia in terms of strategy building and consumer orientation and comparing empirical data with theoretical knowledge gained after the examination of the theory. The paper concludes giving answers to the research question and generalizing the analysis, as well as presenting the revised conceptual model. Later on, the main limitations of this study are mentioned and the suggestions for future research are stated to develop the understanding of content marketing strategy.
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Sjöström, Hanna, and Jessika Jelincic. "Marknadsföringsstrategier för sociala medier hos B2B-företag." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-24303.
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Syfte: Denna studie syftar till att analysera användningen av sociala medier i B2B-företagens marknadsföringsstrategi utifrån de sex komponenterna övervaka konversationer och lyssna på kunder, empowerment och engagera anställda, skapa attraktivt innehåll, stimulera elektronisk word of mouth (eWOM), utvärdera och välj kanaler samt förbättra förekomsten av varumärket. Metod: Denna studie antar en deduktiv ansats. Studien genomförs i form av en multipel fallstudie med kvalitativ forskningsdesign. Utifrån den teoretiska referensramen utformades en intervjuguide som användes i tolv kvalitativa semi-strukturerade intervjuer. Intervjuerna spelades in och transkriberades för att kunna utforma en tematisk analys. Materialet har analyserats och diskuterats, för att vidare kunna presentera en slutsats som besvarar studiens syfte. Resultat & slutsats: Studien visar att användningen av sociala medier hos B2B-företag till stor del stämmer överens med Cawsey och Rowleys strategiska ramverk. Vi fann dock att den fjärde komponenten inte utgör en väsentlig del i företagens marknadsföringsstrategier och kan länkas samman med sjätte komponenten. Under femte komponenten fann vi att företagen fokuserar på att finna minst ett tydligt syfte med att inträda i en kanal, vilket skulle kunna tolkas som en ny komponent i ramverket. Förslag till vidare forskning: Utifrån begränsningarna i denna studie kan vidare forskning genomföras. En begränsning är att studien har tolkats utifrån ett företagsperspektiv. Vidare forskning kan därmed tänkas behandla området utifrån de anställdas perspektiv. En annan begränsning som har uppkommit i studien är huruvida varje komponent har diskuterats djupgående. Det finns därmed ett behov av att studera hur företagen arbetar med en särskild komponent. Uppsatsens bidrag: Studien bidrar med en ökad förståelse för hur B2B-företag använder sociala medier i marknadsföringsstrategierna. Denna studie bidrar med riktlinjer hur företag kan arbeta med sociala medier. Följaktligen har studien bidragit till ökad förståelse för vilka faktorer som kan vara bra att tänka på vid användningen av sociala medier hos B2B-företag, samt vilka områden det finns utrymme till att förbättra och utveckla i strategin.Aim: This study aims to analyze the use of social media in B2B-companies’ marketing strategies based on the six components monitoring and listening, empowering and engaging employees, creating compelling content, stimulating electronic word of mouth, evaluating and selecting channels and enhancing brand presence through integrating social media. Method: This study takes a deductive approach. The study is conducted in the form of a multiple case study with qualitative research design. Based on the theoretical frame of reference, an interview guide was developed that was used in twelve qualitative semi-structured interviews. The interviews were recorded and transcribed in order to design a thematic analysis. The material has been analyzed and discussed to further present a conclusion that answers the purpose of the study. Result & Conclusions: The study shows that the use of social media in B2B companies is largely consistent with Cawsey and Rowley's strategic framework. However, we found that the fourth component does not constitute an essential part of the companies’ marketing strategies and can be linked to the sixth component. In the fifth component, we found that companies focus on finding at least one clear purpose of entering a channel, which could represent a new component of the framework. Suggestions for future research: Based on the limitations of this study, further research can be carried out. One limitation is that the study has been conducted from a business perspective. Further research may therefore be done based on an employee perspective. Another limitation that has arisen in the study is whether each component has been discussed in depth. Thus, there is a need to study how companies work with a particular component. Contribution of the thesis: The study contributes with an increased understanding of how B2B companies use social media in their marketing strategies. This study provides guidelines on how businesses can work with social media. Consequently, the study has contributed to an increased understanding of what factors may be useful to have in mind when using social media in B2B companies. Also, in which areas there is room for improvement and development in the strategy.
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Lázaro, Abarca Hugo Enrique. "Actividades de Inbound Marketing y valor de marca de cervezas tradicionales del segmento masculino del NSE C que residen en la zona 8 de Lima, año 2019." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/627760.
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El mercado de bebidas alcohólicas en el Perú es peculiar debido a las preferencias de los consumidores, en este sentido la cerveza cobra gran protagonismo, debido a su arraigo con el consumidor peruano. Así mismo, las actividades de marketing digital se han incrementado exponencialmente en el rubro en mención, por lo que es determinante para la presente investigación analizar ambos factores de cara a la escena actual del mercado de cervecería tradicional y la digitalización de los consumidores. Por lo antes expuesto, el objetivo del presente estudio es investigar como las actividades de Inbound Marketing guardan relación con el valor de marca de las cervezas tradicionales del segmento masculino del NSE C que residen en la zona 8 de Lima metropolitana. Para ello se diseñó una investigación cualitativa con la aplicación de instrumentos como focus group y entrevistas a especialistas, así mismo una investigación cuantitativa a una muestra de 385 personas a las cuales se le aplicó una encuesta. En este sentido, se consulta y contrasta con principales autores de investigaciones respecto a la metodología del Inbound Marketing y valor de marca, para que permita corroborar los resultados de la presente investigación.
Finalmente, se obtuvo que las variables descritas si guardan relación entre sí, pues las actividades de atracción e interacción, propias del Inbound Marketing, incrementan positivamente el valor de marca, dado a sus esfuerzos en la comunicación empática y bidireccional.The market of alcoholic beverages in Peru is peculiar due to the preferences of the consumers, in this sense the beer takes great prominence, due to its roots with the Peruvian consumer. Likewise, digital marketing activities have increased exponentially in the area in question, so it is crucial for the present investigation to analyze both factors facing the current scene of the traditional brewing market and the digitalization of consumers. For the foregoing, the objective of this study is to investigate how the activities of Inbound Marketing are related to the brand value of the traditional beers of the male segment of the NSE C that reside in zone 8 of metropolitan Lima. To this end, qualitative research was designed with the application of instruments such as focus group and interviews with specialists, as well as a quantitative investigation of a sample of 385 people to whom a survey was applied. In this sense, it is consulted and contrasted with leading research authors regarding the methodology of Inbound Marketing and brand value, in order to corroborate the results of this research. Finally, it was obtained that the variables described are related to each other, since the activities of attraction and interaction, typical of Inbound Marketing, positively increase brand value, given their efforts in empathic and bidirectional communication.
Trabajo de investigación
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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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Killander, Elias, Anton Ehn, and Joshua Steinlechner. "Internationalization: A Look Into How Content Creation is Able to Create Brand Awareness When Entering New International Markets." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-98301.
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A large number of changes in the world of business has led to increased attention directed towards business-to-business (B2B) branding. Companies have gradually shifted their marketing efforts to the Internet and social media in order to create brand awareness when entering new international markets. Existing research and literature on how content creation can be used when entering a new market is, however, scarce. This thesis therefore identifies and describes how digital content creation has been, and can be, used when entering a new foreign market in order to create brand awareness. To achieve this, interviews with marketing directors in internationally operating companies were conducted in a qualitative manner. The results reveal that all the companies use digital content marketing when entering a new market, confirming pre-existing theories. It was also revealed that creating brand awareness is the most challenging part when entering a foreign market. It became evident that engaging the target audience and encouraging user generated content using DCM is both beneficial and effective when entering new foreign markets.
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Remiš, Ivo. "Marketingová strategie pro společnost TOP servis spol. s r.o." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-225328.
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This master´s thesis focuses on the changes of marketing strategy for the company TOP servis s r. o. by using content marketing. The work describes realization of content marketing and there are also included amounts of money for publication of content. At the end there are discussed advantages and disadvantages of content marketing applied on this company.
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Urubek, Vladislav. "Marketingová strategie start-up projektu." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-234709.
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The diploma thesis is concerned with the marketing strategy proposal for start-up project. The thesis summarizes the theoretical knowledge about marketing strategy on the Internet. The practical part analyze the Project including the internal and external Environment. Marketing strategy is proposed according to analysis and marketing researches. At the end are suggested method of evaluating the effectiveness of the proposed strategy, financial demands and critical factors of success.
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Syrovátková, Anežka. "Analýza komunikační strategie společnosti Red Bull ČR." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-262000.
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In my thesis I focused on the analysis of communication strategy of Red Bull Czech Republic, specifically on advertising, communication at the point of sale, public relations and media communications, opinion leaders program, event marketing and digital communications. I started from global communication strategy represented by Red Bull Media House and I have examined, how this strategy is implemented at local level. For this analysis, it was also necessary to analyze market of energy drinks in the Czech Republic, as it stands under the category of soft drinks and what position takes Red Bull. Based on these analyzes, I evaluated pros, cons and suggested possible improvements.
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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 practiceBrand 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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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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Rodrigues, Erlana Castro. "Global Branding Roadmap: identificação dos fatores determinantes e proposição de um modelo conceitual para a gestão estratégica de marcas em âmbito global." Escola Superior de Propaganda e Marketing, 2015. http://tede2.espm.br/handle/tede/279.
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Decisions on the international branding strategy are among the most researched themes in global branding, but there is no predominant theoretical framework that guides research in this academic field, nor in its management practice. The present study aims to propose a conceptual model for global brand management based on the identification of the critical factors that influence this activity. To reach the proposed goal the research is divided into two stages. In the deductive stage a systematic review of the most cited articles in the field of global branding is carried out to identify the determining factors 'a priori'. At the inductive stage, 14 experienced global brand managers of different nationalities are interviewed in order to identify critical factors that emerge from their perspective and practice. Confronting literature with management practice, it is also possible to conclude that main theoretical principles of global branding are still valid and under discussion; even though globalization‘s current phase is presenting a much more complex business environment than it was predicted 30 years ago, when the theoretical foundations of this field were created. The main contribution of this study is the establishment of a relationship between internal and external determinant factors and its influence on the global management of brands. The aim is to contribute to the formulation of a theory on Global Branding.
As decisões sobre a estratégia internacional de marcas figuram entre as questões mais pesquisadas no âmbito do Global Branding, porém não há um framework teórico predominante que oriente as pesquisas no campo acadêmico, tampouco a prática gerencial. O presente estudo tem objetivo propor um modelo conceitual para gestão global de marcas a partir da identificação dos fatores que influenciam esta atividade de maneira crítica. Para alcance do objetivo proposto a pesquisa é dividida em duas etapas. Na etapa dedutiva realiza-se uma revisão sistemática de literatura dos artigos mais citados no campo de Global Branding para identificação dos fatores determinantes ‗a priori‘. Na etapa indutiva, são entrevistados 14 gestores de diferentes nacionalidades, com atuação e experiência na gestão global de marcas a fim de identificar fatores críticos emergentes. Por meio do método de análise de conteúdo qualitativa dirigida é proposto o modelo conceitual. Confrontando a literatura com a prática gerencial conclui-se que os princípios teóricos do Global Branding são válidos e continuam em discussão; não obstante a atual fase da globalização apresente um ambiente de negócios mais complexo do que era possível prever há 30 anos, quando as bases teóricas do campo foram criadas. A principal contribuição alcançada foi o estabelecimento da relação entre fatores determinantes internos e externos à empresa e sua influência sobre a gestão global de marcas. Busca-se assim contribuir com a formulação de uma teoria sobre Global Branding.
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Sánchez, Aguirre Daniela Massiel. "La actitud de los millennials hacia el uso del marketing de nostalgia en la estrategia de contenido de Netflix. Caso: Alianza Netflix y Nickelodeon." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653566.
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El marketing de nostalgia es una herramienta utilizada para captar la atención del consumidor a través de un sentimiento de añoranza hacia el pasado. Los estudios analizados en el presente trabajo de investigación mencionan que la nostalgia es un sentimiento poderoso que evoca al pasado feliz del consumidor y lo trae al presente, causando un efecto positivo en su actitud. Ha sido utilizada en el branding, desarrollo de producto, estrategias de comunicación y de contenido. Sin embargo, pocos autores describen el uso de esta herramienta en la estrategia de contenido. Es por ello, que este trabajo de investigación analizará las actitudes de los millennials frente al uso del marketing de nostalgia como parte de una estrategia de contenido, específicamente de la alianza de Netflix y Nickelodeon que se basa en un acuerdo de producción de contenido en el que Netflix podrá tener en su plataforma contenido nuevo y antiguo de Nickelodeon. Para ello, se realizará un trabajo de campo cualitativo a través de entrevistas a profundidad dirigido a millennials que usan Netflix y que tengan una conexión previa con Nickelodeon. Esto nos permitirá conocer las principales actitudes, sentimientos y pensamientos con respecto al caso de estudio.Nostalgia marketing is a tool used to capture the consumer's attention through a feeling of longing for the past. The studies analyzed in this research mention that nostalgia is a powerful feeling that evokes the consumer's happy past and brings it to the present, causing a positive effect on their attitude. It has been used in branding, product development and communication and content strategies. However, few authors describe the use of this tool in a content strategy. This is the reason this research will analyze the attitudes of millennials towards the use of nostalgia marketing as part of a content strategy, specifically the alliance of Netflix and Nickelodeon, that is based on a content production agreement in which Netflix will be able to have new and old Nickelodeon content on its platform. In order, to do this, a qualitative field work will be carried out through in-depth interviews aimed at millennials who have used Netflix and who have a previous connection with Nickelodeon. This will allow us to know the main attitudes, feelings, thoughts regarding the case study.
Trabajo de investigación
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Chaudhary, Amit. "Supplementing consumer insights at Electrolux by mining social media: An exploratory case study." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-16096.
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Purpose – The aim of this thesis is to explore the possibility of text mining social media, for consumer insights from an organizational perspective. Design/methodology/approach – An exploratory, single case embedded case study with inductive approach and partially mixed, concurrent, dominant status mixed method research design. The case study contains three different studies to try to triangulate the research findings and support research objective of using social media for consumer insights for new products, new ideas and helping research and development process of any organization. Findings – Text mining is a useful, novel, flexible and an unobtrusive method to harness the hidden information in social media. By text-mining social media, an organization can find consumer insights from a large data set and this initiative requires an understanding of social media and its building blocks. In addition, a consumer focused product development approach not only drives social media mining but also enriched by using consumer insights from social media. Research limitations/implications – Text mining is a relatively new subject and focus on developing better analytical tool kits would promote the use of this novel method. The researchers in the field of consumer driven new product development can use social media as additional evidence in their research. Practical implications – The consumer insights gained from the text mining of social media within a workable ethical policy are positive implications for any organization. Unlike conventional marketing research methods text mining is social media is cost and time effective. Originality/value –This thesis attempts to use innovatively text-mining tools, which appear, in the field of computer sciences to mine social media for gaining better understanding of consumers thereby enriching the field of marketing research, a cross-industry effort. The ability of consumers to spread the electronic word of mouth (eWOM) using social media is no secret and organizations should now consider social media as a source to supplement if not replace the insights captured using conventional marketing research methods. Keywords – Social media, Web 2.0, Consumer generated content, Text mining, Mixed methods design, Consumer insights, Marketing research, Case study, Analytic coding, Hermeneutics, Asynchronous, Emergent strategy Paper type Master Thesis
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Mahmood, Ammara. "Essays on consumer behaviour and pricing." Thesis, University of Oxford, 2014. http://ora.ox.ac.uk/objects/uuid:2f99d998-5536-44cc-aae1-99fb97f1a191.
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This dissertation is a collection of five essays examining different aspects of consumer and firm behavior in dynamic markets. The first essay combines clickstreams of users at a major news website with Facebook activity data, to study if social networks complement or compete for online browsing time. This is the first empirical study to show that Facebook activity increases time spent on news sites. Online news consumption is a shared experience, as the activity of social network friends strongly influences the behavior of other network members. We also find that visitors’ own browsing patterns are important predictors of online content consumption. The second essay examines consumer attitudes to risk and uncertainty vis-a-vis their purchase and search decisions for air tickets online. Using a two-stage model of purchase incidence and carrier choice, we find that browsing experience, search costs and product characteristics are important predictors of purchase incidence. Implications for website managers are also discussed. The third essay provides insights on the impact of customer heterogeneity and preference stochasticity on behavior based price discrimination. While customer heterogeneity intensifies competition, resulting in greater price discrimination, preference stochasticity reduces the incidence of price discrimination. Overall, the effect of preference stochasticity is more salient. The fourth essay presents models of strategic interaction to analyze the impact of dominance and concentration on pricing strategies. We show that lack of market dominance is a sufficient condition for discounts to existing customers. We further test our predictions via an experiment with pricing professionals. The behavior of professionals confirms that price discrimination increases with market dominance and concentration; however, lack of dominance is not a sufficient condition for loyalty discounts. We contend that increasing competition is a more effective means of improving consumer welfare compared to regulating dominant firms. The fifth essay considers the role of identity and customer type recognition in influencing pricing behavior in dynamic markets with symmetric and asymmetric players. When customer identity is detectable firms charge higher prices to repeat customers while new customers are offered lower prices. However, pricing behavior changes when information on customer type is available and this behavior varies with market structure. Age, education and experience of managers are also found to significantly influence pricing behavior.
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Lucena, Rodrigo Gonçalves. "Análise do processo de formação de estratégias de marketing no jornal Correio da Paraíba." Universidade Federal da Paraíba, 2011. http://tede.biblioteca.ufpb.br:8080/handle/tede/3778.
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Previous issue date: 2011-08-29Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES
The main objective that motivated this research was to analyze the formation process of marketing strategies in the newspaper Correio da Paraiba in the period from 1991 to 2010. The research sets a qualitative kind, descriptive and is a single case study. The research scenario was the newspaper Correio da Paraiba, which covered six interviewed, three from top management (CEO, superintendent and executive director) and three from mid-level directors (marketing director, commercial director and managing editor). In the data collection was mainly used the semi-structured interview technique, as well as direct observation. The interviews were recorded and later transcribed for qualitative data analysis and the observations were made through field notes. Data analysis involved the description and interpretation of different aspects of the phenomenon investigated. Four critical events and strategic phases of the newspaper were identified. The results said that the context alternated moments of external and internal turbulence. Over the period studied, strategic changes were identified, mostly, due to the action of the external environment factors, such as politics, economy and society, as well as an adaptive cycle due to the advent of a new technology. It was realized that the constant adjustment of marketing strategies to external factors, as a response to threats, the newspaper featured into a reactive company. Internally, there was a change in power relations, where it had previously isolated groups who did not share ideas and information, now there is integration with a goal of a greater good, the newspaper. It was confirmed the essential role of leaders where, in a first moment, there was the superintendent forming strategies and making decisions. Later there was the division of power between the superintendent and the executive director, where both gave autonomy to the mid-level boards form their own strategies for their respective divisions, since they were aligned with the general directives of the top management. Marketing strategies have been identified in order to launch new products, segmenting them, place them and promote their sales. Because this is the business area that keeps the contact between the company and the external environment, something perceived by the leadership of the newspaper, marketing has grown in importance and many of these strategies that added for the company to become market leader, were created by the department. It was observed that the mode of formation of the marketing strategies of the newspaper occurred in two stages, and in the first half of the researched time was the entrepreneurial type and the second half was the umbrella and imposed types. Contributions of this study: it is important to have an understanding on the part of the managers about the internal and external context in which they are inserted, because they can guide the organization to obtain or maintain competitive advantage; the managers participation in the management of internal conflicts is critical to business success; the expansion of knowledge about the strategy formation process is a source of competitive advantage, because only the very organization known as the competence of its people and their own capabilities are interrelated and, consequently, is more difficult for competitors trying to play things inherent to each company.
O objetivo central que motivou esta pesquisa foi analisar o processo de formação das estratégias de marketing no jornal Correio da Paraíba no período de 1991 a 2010. A pesquisa se configura de natureza qualitativa, do tipo descritiva e é um estudo de caso único. O cenário da pesquisa foi o jornal Correio da Paraíba, onde abrangeu seis entrevistados, sendo três da alta administração (diretor-presidente, superintendente e diretora executiva) e três das diretorias de nível médio (diretor de marketing, diretor comercial e editor geral). Na coleta de dados utilizou-se principalmente a técnica de entrevista semi-estruturada, além da observação direta. As entrevistas foram gravadas e transcritas para análise qualitativa dos dados e as observações foram feitas por meio de notas de campo. A análise dos dados compreendeu a descrição e interpretação de aspectos distintos do fenômeno investigado. Foram identificados eventos críticos e quatro fases estratégicas do jornal. Os resultados permitiram afirmar que o contexto alternava momentos de turbulência externa e interna. Ao longo do período pesquisado, foram identificadas mudanças estratégicas devido à ação, principalmente, de fatores do ambiente externo, tais como política, economia e sociedade, além de um ciclo adaptativo em decorrência do advento de novas tecnologias. Percebeu-se a constante adaptação das estratégias de marketing aos fatores externos, como forma de resposta às ameaças, caracterizando o jornal como uma empresa reativa. Internamente, houve a mudança nas relações de poder, pois onde antes havia grupos isolados que não compartilhavam ideias e informações, agora observa-se integração com o objetivo de um bem maior, o jornal. Notou-se ainda o papel essencial dos líderes onde, em um primeiro momento, havia a figura do superintendente formulando as estratégias e tomando as decisões. Posteriormente houve a divisão de poder entre o superintendente e a diretora executiva, onde ambos deram autonomia para as diretorias de nível médio formarem suas estratégias para suas respectivas divisões, desde que estivessem alinhadas com as diretrizes gerais da alta cúpula. Assim, estratégias de marketing foram identificadas com o objetivo de lançar novos produtos, segmentá-los, posicioná-los e promover suas vendas. Por ser a área empresarial que mantém o contato entre a empresa e o ambiente externo, algo percebido pela cúpula do jornal, o marketing cresceu em importância e muitas dessas estratégias, que agregaram para que a empresa se tornasse líder de mercado, foram criadas pelo próprio departamento. Observou-se que o modo de formação das estratégias de marketing do jornal ocorreu em duas etapas, sendo a primeira metade do período pesquisado do tipo empreendedor e a segunda metade do tipo guarda-chuva e imposta. Contribuições desse estudo: é importante haver uma compreensão por parte dos empresários acerca dos contextos interno e externo onde estão inseridos, pois estes podem guiar a organização a obter ou manter vantagem competitiva; a participação dos gestores na gestão de conflitos internos é crucial para o sucesso empresarial; a expansão do conhecimento sobre o processo de formação estratégica é fonte de vantagem competitiva, pois só a própria organização sabe como a competência dos seus indivíduos e suas próprias capacidades são relacionadas entre si e, como consequência, é mais difícil para competidores tentarem reproduzir algo inerente a cada empresa.
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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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Nicholson, Danielle Marie. "Branded Content: Understanding the Mechanisms of Strategic Messaging in Entertainment Television Formats." Thesis, University of North Texas, 2012. https://digital.library.unt.edu/ark:/67531/metadc115129/.
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Branded content as an advertising tactic is a growing phenomenon that is not widely researched and is generally ambiguous in nature. This study uses qualitative methods to explain how branded content is defined, how it functions, and how it can influence a brand. Case studies of IKEA and Chevrolet were compared alongside four interviews with branded content professionals. the data collected suggests that branded content in structure and substance is varied, however it comprises engagement, the brand, and financial transaction. the data collected also suggested that brands take a variety of stances when controlling content to support their brand, and that branded content generally supports the intangible aspects of a brand, as opposed to product features.
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Fridrichová, Veronika. "Strategie pro expanzi zvolené společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2018. http://www.nusl.cz/ntk/nusl-377982.
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Aim of the diploma thesis is to choose a suitable strategy for expansion of the selected company. The chosen company based in Brno develops web content management software. The strategy is made based on analyses of external environment – potential market for entry, analyses of internal environment of the company and its financial analysis. The last part of the thesis consists of suggestions and proposed solutions.
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Cloete, Ewoudt. "An exploration of the strategic implementation of marketing communication within social networking communication context." Thesis, North-West University, 2012. http://hdl.handle.net/10394/9004.
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Taking into consideration the dramatic changes ushered in by the exponential growth of social networking, marketers are left without a dependable framework on how to implement social networking strategically and in alignment with other modern as well as traditional marketing disciplines.
In light of this, the study aims to explore the strategic implementation of social networking within the context of a dependable marketing theoretical model, known as the marketing communications mix.
During the study’s literary exploration, social networking’s capacity as a viable professional marketing tool was discussed. Thereafter, the study’s main theoretical underpinning, marketing communications was discussed and analysed.
During the empirical phase of the research, a process of grounded theory was firstly followed in order to compile a list of typical social networking communications actions that are performed on social networking platforms. The list of typical social networking communication actions were then compared with the five disciplines of the marketing communications mix and consequently paired, based on their inherent similarities in regards to characteristics.
In an attempt to illustrate the practical use of the paring of social networking actions and the disciplines of the marketing communications mix, the empirical study conclusively followed a process of action research in order to analyse an organisation’s social networking strategy. It was established that the model could possibly increase the strategic alignment of an organisation’s social networking initiatives but that it should only be used as a guiding and adaptable framework as to not hamper the creative capacity of social networking marketing.
It was suggested that a follow-up study explore the ways in which social networking can complement and support other modern as well as traditional marketing initiatives as way to strengthen the case for an integrated approach to professional, strategic marketing.Thesis (MA (History of Art))--North-West University, Potchefstroom Campus, 2013.
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Martin, Ashley N. "The interaction of message content, media sequence, and product involvement: an examination of intended message content sequences across a two-channel strategic IMC effort." Thesis, Kansas State University, 2014. http://hdl.handle.net/2097/18705.
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Master of ScienceDepartment of Journalism and Mass Communications
Curtis Matthews
Integrated marketing communications strategies are being utilized more and more by practitioners who wish to reach their audiences in different ways at different times. However, the omnipresence that results from these multi-channel campaigns presents a new challenge for marketers, as their message and channel sequences may or may not be experienced in the order intended. Past literature has shown that both message order and channel sequence do matter. However, existing literature has not examined intended message sequences where the first channel “teases” the more comprehensive information available in the second channel. Therefore, the aim of this study was to bridge some of the gaps in past research by exploring message content order effects and channel sequence effects across intentional sequences for both high- and low-involvement product categories through the lens of the Elaboration Likelihood Model. A 2 (message content order: tease-to-answer versus answer-to-tease) by 2 (medium sequence: print-to-online versus online-to-print) by 2 (product involvement: high- versus low-involvement) mixed factorial experimental design was conducted to explore how message content order, channel sequence, and product involvement level affected evaluations of brand and message, as well as perceived behavioral intent. The findings indicated that message content order had significant influence over brand and message evaluation, with the tease-to-answer order producing the highest evaluations of brand and message. The findings also indicated that the online-to-print sequence was only effective for increasing behavioral intent under high-involvement conditions. Implications for marketing practitioners and future research are discussed.
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McCamley, Claire. "Strategic marketing planning in the context of heritage tourism management : a study of two heritage regions." Thesis, Ulster University, 2014. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.601509.
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The effective strategic management of heritage tourism is vital to the economic, environmental and social health of a region. This is even more pronounced in heritage based regions where the resource is ultimately finite and where development cannot be separated from its local residents, communities and businesses. Given this scenario, the effective marketing of heritage tourism must take both a strategic approach and be underpinned by effective stakeholder engagement, which includes processes of coordination and integration in order to achieve a holistic approach to marketing management. The research sought to establish the nature and scope of stakeholders involved in strategic marketing planning within heritage regions, to investigate the coordination and management of strategic marketing functions, and to examine the process of strategic implementation. The empirical study took a qualitative approach guided by the case study methodology, which used a range of data collection techniques including content analysis and in-depth interviews. A range of data sources reflecting the structure of the tourism industry were used, including key strategic documents, public sector key informants and tourist product service providers operating in both the private and community sectors, representing the regions. Key contributions made by the research relate to the identification of four key issues including Strategic Direction, Marketing Communications, Consultation and Aggravated Fragmentation. Overall, it was found that there is no central strategic direction for tourism management, with the result that tourism delivery is unclearly and ambiguously assigned between myriad bodies and agencies. At strategic level, marketing communications between such bodies is endemically poor, resulting in a disintegrated approach to tourism marketing management. The implications of these weaknesses are evident across several strategic marketing functions, including Strategic Orientation, Resource Allocation, Product Service Development and Destination Promotion, and are significant across the levels of management and administration for tourism, from government level planning to individual tourism providers.
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Gerlach, Anna, and Joana Witt. "Sustainability in the Context of Strategic Brand Management : A Multiple Case Study on the Automobile Industry." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-19007.
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During the last decades the importance of sustainability has steadily increased and nowadays, sustainability is not only a governmental responsibility any more. Besides the concept of sus- tainability, the field of brand management has gained more relevance in the last decades as well. Today, companies invest large amounts of money in the development of their brands. Considering the increasing importance of both concepts, the question for a combination of these two concepts arises. As the potential of sustainability in the brand management research field is not exploited to date and the focus of such a combination is mainly on the operative part, this study developed the concept of Sustainable Strategic Brand Management. With a focus on the automobile industry a first step of a practical-based research is done. The analy- sis of the integration of sustainability in the strategic brand management through a multiple case study of the three automobile manufacturing companies Daimler AG, Volvo Group and Volkswagen AG, is the most suitable and effective method to answer the research question of this study: How do automobile manufacturing companies integrate sustainability in their strategic brand management process? The main finding of this study is that automobile manufacturing companies integrate sustainability to different extents and manners in the seven steps of the strategic brand management process. Moreover, there are different levels and potentials for the integration of sustainability in the strategic brand management process. However, there is still potential and demand to improve the integration of sustainability in the strategic brand management process.
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Rossiter, Craig. "The Factors That Drive Success in Motion Picture Development : An Australian Context." Queensland University of Technology, 2003. http://eprints.qut.edu.au/15891/.
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The motion picture industry is characterized by a high degree of artistic innovation that revolves around the project rather than the firm. Success is elusive and firms operate in an environment of symmetrical ignorance, that is, high levels of demand uncertainty as well as product uncertainty. This makes managing the commercial development of new products difficult. The study of the factors that drive success in new product development have been significant, however, little attention has been given to experiential and creatively driven products such as motion pictures. While a number of studies have attempted to find accurate means to predict performance in motion pictures, most of these have met with limited results, yet few, if any, have linked the knowledge gained from the study of new product development with the industry. Similarly, the impact of market orientation on firm performance and new product success has been the focus of much empirical research since the late 1980's and has been shown to be significantly associated with new product performance. Here, the marketing literature and the NPD literature converge, yet few studies have attempted to study how the same concepts might apply in motion picture production. The primary focus of this study was to explore the feasibility of the NPD and market orientation literature in the development of successful motion picture and whether or not similar application of this knowledge is tenable. As such, the study centers around two broad research issues: RESEARCH ISSUE 1: How can Australian films perform better? In other words, what are the factors that drive success in Australian motion picture production? RESEARCH ISSUE 2: What is the role of the audience in the development of successful Motion Pictures in Australia? Or in other words, do Australian filmmakers need to be "close" to their audience (market oriented) in order to attain higher levels of success. Australia has been used as a context primarily due to the accessibility of data. This represents a relatively new setting for the study of NPD and market orientation and a new industry. Therefore, an exploratory study was designed which utilized in-depth interviews with experts from three sectors of the Australian motion picture industry. This was deemed to be the best approach given the dearth of previous studies in this setting and the fact that the majority of past industry studies have been quantitative. The findings reveal some support for a significant relationship between success and new product development activities such as product advantage, market orientation, up-front homework, early product definition, cross-functional and coordinated teams, and launch. Product advantage, however, is better understood in terms of a movie's marketability and playability, that is, the perceived superiority of its attributes before and after its viewing. A market orientation is likely to be more effective in the motion picture industry when it helps a firm lead its customers rather than encourages a firm to be led by them. Finally, despite previous studies in the Australian industry, the number of scripts in development is unlikely to matter. What matters is that the scripts that are ready to move into production are evaluated fully and that full support is provided to those that make it through in order to give them the best chance for success.
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Costa, Lucia de Fatima Araujo Rosa da. "The potential impact of the macau international airport on Macau's tourism activity in the context of regional development in South China." Thesis, University of Macau, 1995. http://umaclib3.umac.mo/record=b1636710.
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Rodrigues, Mariana Monteiro. "Mudanças na estratégia de marketing de uma organização, do setor de bebidas não alcoolicas, em contexto de crise : estudo de caso." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/6328.
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Mestrado em MarketingNum contexto em que muitos já designam como uma sociedade de comunicação, a estratégia de marketing é fundamental, pois permite que as organizações analisem todos os caminhos possíveis de serem seguidos, de forma a optar pelo que maior benefício lhe traz. Com o contexto económico vivido em 2012, a necessidade das organizações se adaptarem para conseguirem manter o mesmo padrão a que estavam habituadas tornou-se ainda mais importante. Em 2012, não bastava que as organizações sobrevivessem à crise que estava a ser vivida. Dos preços que atingiram níveis muito elevados devido ao aumento do IVA no setor das bebidas não alcoólicas refrigerantes, que passou de 6% para 23%, ao rendimento disponível das famílias e índice de confiança do consumidor a reduzir bastante. As organizações tiveram mesmo que repensar as suas estratégias e adaptá-las às mudanças que estavam a ser implementadas, na economia portuguesa. Neste contexto, é necessário perceber como é que uma organização que representa tantas marcas conhecidas internacionalmente se adaptou a estas mudanças, para conseguir que tanto as suas vendas, como a imagem que os consumidores têm da marca, não sofressem impactos negativos. Este estudo permite perceber o processo de adaptação desta organização em território nacional através de observação direta e uma entrevista em profundidade, com o intuito de identificar as preocupações principais da organização. Concluiu-se que a organização optou por uma complementação e uma ampliação abaixo da sua linha de produto, para manter a sua competitividade.
In a context where many already describe as a communication society, the marketing strategy is crucial, as it allows organizations to analyze all possible paths to be followed, in order to choose the best beneficial one. With the economic context lived in 2012, the need for organizations to adapt in order to maintains the same pattern that were used to had become even more important. In 2012, surviving the emergent crisis was not the only option. From prices ascending to high values due to the increase in VAT in the sector of non-alcoholic drinks, which rose from 6% to 23%, to household available income and the costumer confidence index greatly reduced. Organizations had to rethink their strategies and adapt them to the implemented changes, in the Portuguese economy. In this context, it is necessary to understand how an organization that represents so many known international brands adapt to these changes, in order to both their sales as the brand’s consumer perception didn’t suffer incorrigible impacts. This study allows to understand this organization’s adaptation process in national territory through observation and an in-depth interview, whit the objective of identifying the main concerns of the organization. It was concluded that the organization has chosen a complement and an extension below its product line to maintain its competitiveness.
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El-Tahan, Samir, and Daniela Poblete. "Social media use in B2B context : A multi-case study on the use of social media by B2B companies." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65203.
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In the past decade, there has been a transformation in how businesses are done, many business chose to adopt digitization and others were forced to go with the flow. As a part of this digital revolution, social media has reserved a big share of this transformation in how companies do their marketing and communicate their product and brand image to their customers. Social media in a business to customer context has been very common since the birth of social media, companies had realized its benefit, and however, it is still in an early phase in a business to business context. Social media has become an effective marketing tool for B2B companies, yet, there are still drawbacks when companies fail to know how to use such platforms to their benefit and merely have a shy presence or do not have a well-defined strategy to the use of social media in the most effective way. A vital step when incorporating social media in marketing is to create a clear goals and metrics. However, it has been seen that many companies lack the expertise, resources and the know-how, to implement a social media marketing strategy. Therefore, the purpose of this study is to explore the practices of B2B companies when they use social media without a clearly defined social media marketing strategy, what they do when they use social media.
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Courquin, Claire. "Contribution a la maitrise de la diffusion d'une innovation technologique : proposition d'une méthode intégrée de conception et de lancement de procédés et produits nouveaux à contenu technologique." Vandoeuvre-les-Nancy, INPL, 1992. http://www.theses.fr/1992INPL105N.
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La difficulté de réussite pour toute entreprise se lançant dans l'innovation technologique est grande. Beaucoup d'échecs sont liés à des problèmes d'ordre marketing et stratégique. C'est pourquoi une équipe de recherche de l'UFR GSI centre ses travaux sur la mise en place de solutions concrètes pour résoudre ces difficultés. Parmi les solutions envisagées, nous proposons ici une nouvelle méthode pratique et qualitative pour répondre au problème précis de marketing du processus d'innovation technologique de divers porteurs de projets. Cette méthode a pour objectif de permettre une meilleure maitrise de la diffusion d'une innovation technologique. Nous travaillons à partir de résultats de recherches antérieures de l'UFR GSI. Nous construisons en premier lieu un cahier des charges précis de notre recherche. D'une part, à travers des cas concrets d'innovation technologique. Puis en second lieu, nous construisons une méthode adaptée à ce cahier des charges à partir d'enrichissements conceptuels et d'applications pratiques et systématiques sur le terrain de nos travaux. Nous rencontrons ainsi de nombreux cas d'innovation technologique qui nous permettent d'atteindre notre objectif. Un de ces cas joue un rôle central et fait l'objet d'une recherche-action. Ainsi à l'issue de ce travail de recherche, nous proposons en plus d'une méthode pratique et utilisable pour de nombreux projets d'innovation technologique, une démarche de construction de méthode en génie des systèmes industriels (G. S. I. )
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Gailey, Edward D. "Strategic Price Competition and Price Disperion in the Airline Industry: A Conceptual Framework and Empirical Analysis." Cleveland, Ohio : Cleveland State University, 2009. http://rave.ohiolink.edu/etdc/view?acc_num=csu1261140937.
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Thesis (Ph.D.)--Cleveland State University, 2009.Abstract. Title from PDF t.p. (viewed on Dec. 18, 2009). Includes bibliographical references (p. 128-134). Available online via the OhioLINK ETD Center and also available in print.
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Tan, Qun. "Environment, marketing strategy, performance, and international exit : why and how they are connected : a study on international exit in the Chinese Outward Foreign Direct Investment (OFDI) context." Thesis, Durham University, 2013. http://etheses.dur.ac.uk/7754/.
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Although research on foreign market entry and expansion behaviour has attracted significant interest in the literature, there is a general lack of research (both conceptual and empirical) on the exit behaviour of Foreign Direct Investment (FDI) firms. To address this issue, the current study develops a conceptual framework by extending the Environment-Strategy-Performance (ESP) paradigm to include the exit decision as a consequence of current performance. This thesis draws notions from various theories including the ESP paradigm, fit theory, dynamic capabilities (DC) theory, and the theory of competitive advantage. The objective is to take an initial step towards reducing the discrepancy between previous conceptual research and empirical research on exit, by developing a conceptual framework and empirically examining it in the context of Chinese Outward Foreign Direct Investment (OFDI). It also aims to lay the conceptual foundation for subsequent empirical research on international marketing and international exit. Several research hypotheses are advanced and tested using questionnaire survey data. The main research results show that both dissatisfactory performance of a foreign affiliate, and the internal strategic misfit between a foreign affiliate and its headquarters are important triggers of the exit decision. However, when the moderating role of a foreign affiliate’s marketing capabilities is considered, the impact of strategic misfit on the exit decision becomes not significant, whereas the influence of dissatisfactory performance on the exit decision remains significant. The research results have generated new insights into both international marketing strategy and international exit behaviour. Implications for both headquarters’ managers and foreign affiliates’ managers are also discussed.
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Huang, Tianxiao. "Hydrophobic Coating on Cellulosic Textile Material by Betulin and a Betulin Based Polymer." Thesis, Linnéuniversitetet, Institutionen för skog och träteknik (SOT), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-53446.
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Betulin is a naturally abundant compound in the outer bark of birch and can be easily obtained by solvent extraction. Herein, solutions of betulin were used to treat cellulosic textile fibers and improve their water repellency. Cotton fabrics impregnated in a 7.5 g L-1 solution of betulin in ethanol showed the highest water contact angle of about 153° while the impregnation in a 3.75 g L-1 solution resulted in a close effect. A terephthaloyl chloride-betulin copolymer was synthesized and dissolved in tetrahydrofuran to afford a solution with a concentration of 3.75 g L-1. The cotton fabric impregnated in this solution showed a water contact angle of 150°. Changes in morphology of the cellulose fibers before and after the treatment were observed by scanning electron microscopy, and the water repellency was measured by a standard spray test. The marketing strategy of the potential product, which will be developed based on this technique, was discussed.
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Mantellina, Nicola, and Navarro Rosendo Solvas. "Branding and consumers in the kitchen appliances industry context : An exploratory study with a focus on customer experience." Thesis, Uppsala universitet, Industriell teknik, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-393583.
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Researchers have shown that strategies focused on building long-term competitive advantage tend to be more profitable for businesses. Further, companies have traditionally put their focus on strategies and on marketing tangible attributes of products and services such as quality, price and so on to differentiate from the competitors (Mascarenhas et al, 2006). Nonetheless, researchers have studied that consumers do not put any more emphasis in those characteristics when purchasing product or services underlining the needs to put the consumer as central aspect of a firm’s strategy (Morrison & Crane, 2007). In addition, it has been found that focusing on customer experience and use of correct brand management techniques and marketing initiative nowadays drives the company to have a competitive advantage and long-term economic sustainability. All being said it is true both generically speaking and in the specific context of kitchen appliances. In fact, market research suggests that in the kitchen appliances industry companies have begun to compete along new dimensions, whereby putting the consumers and their experiences as a central aspect of the business has become increasingly important for actors who wish to stay and be competitive in the business. However, in the existing literature, there is not accordance on how to define customer experience and scholars identified that it depends on the context, which makes it difficult and confusing when marketing experts and firms want to identify the key aspects to improve the experience of their customers. On top, it has been found that brand identities are more or less relevant depending on the context, country culture and such, where the brand market its product and services. In according to what said, the purpose of this study is to explore and identify the most important dimensions and touchpoints in the specific kitchen appliances context that has more impact on the customer experience, with the aim to better define customer experience in the kitchen appliances context that could give indication to companies operating in the market how to address to some extent those problematics. The research adopted an exploratory qualitative study design. Interviews were used to gather primary empirical data that together with secondary empirical data and insight from the literature review had allowed the researchers to explore and address the research questions and state conclusions that however cannot be considered conclusive according to the nature of the study. In addition, the research reveals that consumer experience is a broad topic that accounts for and depends of many different aspects all interconnected one to another. In addition, it has been found that the aspects around brands, consumer experience and its touchpoints vary not only in relation to the context in study, but as well according to different stakeholders that deal with them. In addition, in the consumer journey, critical aspects reside in both tangible attributes of products and services and intangible attributes that together become critical and in the specific context shape how people think about the brand, and consequently their experiences. Finally, a possible definition of customer experience according to what found was given
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Valentini, Tony. "Conceptualisation des contextes expérientiels physiques commerciaux et impact sur la valeur à vie du client." Thesis, Strasbourg, 2020. http://www.theses.fr/2020STRAB007.
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Cette étude s’articule autour de trois enjeux que présente le courant expérientiel en marketing : une asymétrie de la recherche puisque la perspective du consommateur est plus développée que celle des organisations (Kranzbühler et al., 2018) ; des confusions régulières entre l’expérience et le contexte expérientiel ; la difficulté de mesurer financièrement les stratégies expérientielles (Ferraro et al., 2017 ; Roederer et Filser, 2015). Le contexte expérientiel physique commercial (CEPC) est conceptualisé sous le prisme de la théorie de l’agencement (Deleuze et Guattari, 1980). Une méthodologie multiméthodes permet de collecter les données qualitatives autour d’entretiens semi-directifs, d’un corpus photographique et d’une observation non-participante. Dans un second temps, le concept de la valeur à vie du client (CLV) est mobilisé pour la première fois, à notre connaissance, pour capturer les effets de la modification d’un CEPC de façon longitudinale. Deux terrains sont investigués dont l’un à caractère hédonique et l’autre utilitaire. Une méthodologie quasi expérimentale est employée afin de comparer les effets entre un groupe traité et de contrôle. Les résultats font émerger une structuration du CEPC autour d’une intention d’expression et de six dispositifs. Le CEPC est rythmé par un cycle de vie, mais aussi par un réseau rhizomique dans lequel il est ancré. La valeur à vie permet de mettre en évidence les effets d’un remodelage d’un CEPC dans le temps selon que le contexte soit utilitaire ou hédoniqueThis study focuses on three main concerns presented by the marketing experiential current: an asymmetry of research since the consumer perspective is more developed than the organisational one (Kranzbühler et al., 2018); regular confusions between experience and servicescapes; difficulty in measuring experiential strategies (Ferraro et al., 2017; Roederer et Filser, 2015).The servicescape is explored under the prism of the assemblage theory (Deleuze et Guattari, 1980). A multi-method methodology collects qualitative data around semi-structured interviews, a photographic corpus and a non-participant observation. In a second step, the concept of the customer lifetime value is mobilised for the first time, to our knowledge, to capture the effects of the servicescapes remodelling in a longitudinal way. Two fields are investigated, one hedonic and the other utilitarian. Quasi-experimental methodology permits us to compare effects between a treated and control group. The results reveal that servicescapes are structured around an expression intention and six devices. Servicescapes are punctuated by a life cycle but also nested in a rhizomes network. The lifetime value allows to highlight the effects of remodelling over time depending on whether the context is utilitarian or hedonic
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Barakat, Mohammed, and Rolf Östergren. "”Maten är kass, men lärarna är snälla” : Recensioner av gymnasieskolor - ett beslutsunderlag för gymnasievalet på skolmarknaden." Thesis, Gymnastik- och idrottshögskolan, GIH, Institutionen för idrotts- och hälsovetenskap, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:gih:diva-5597.
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Syfte och frågeställningar Syftet med uppsatsen är att få en förståelse för vad det är elever som söker till gymnasieskolan kan tänkas möta då de läser recensionstexter. Syftet är således att kartlägga recensionssystemets omfattning och innehåll kvantitativt; vad som tas upp i recensionstexterna, samt att undersöka hur recensionstexterna är konstruerade. Avslutningsvis syftar uppsatsen till att diskutera recensionssystemet i en större samhällskontext - som ett resultat av och en del i vår samtid. Vilka ämnen och teman förekommer i recensionstexter av gymnasieskolor samt hur frekvent är förekomsten? Hur värderas (positivt, negativt eller neutralt) de olika temana i recensionerna? På vilket sätt är recensionstexterna konstruerade och hur kan det tolkas? På vilket sätt framträder en skolmarknadsdiskurs i recensionstexterna? Metod De kvantitativa frågorna undersöks genom en innehållsanalys av slumpmässigt utvalda recensioner på gymnasieskolor i Stockholms län. De förekomna orden kvantifieras och delas in i teman, kategorieroch subkategorier. En bedömning görs även utifrån om de förekomna orden lyfts i en positiv, negativ eller neutral kontext. Den kvalitativa delen utgörs av en textanalys inspirerad av diskursanalysen. Av ett antal utvalda recensioner, baserat på dess innehållsliga relevans, analyseras dessa semantiskt med diskursanalytiska verktyg. I diskussions- och analysdelen behandlas resultatet utifrån det teoretiska ramverket och tidigare forskning. Resultat Av innehållsanalysen framgår att de vanligast förekommande temana var allmänna värdeomdömen om skolan, att kommentera lärare samt skolans upplägg och utbildningens kvalité. Det är även vanligt att sociala aspekter så som atmosfär och gemenskap lyfts fram i recensionerna. Av den kvalitativa delen framgår det att recensenterna uttrycker sig på ett sätt som speglar skolmarknadsdiskursen. I somliga fall framgår tydligt hur recensenten anammat skolmarknadsdiskursen. Slutsats Resultatet indikerar att recensionssystemet riskerar att generera segregerande effekter. Framförallt utifrån den asymmetriska tillgången av information och att skola och identitet knyts allt närmare varandra. Detta förtydligas och ställs på sin spets i hur recensionerna är konstruerade och kan, i vissa fall, tänkas vara svårare att bearbeta då gemene elev tenderar att se recensenter som objektiva (till skillnad från övrig tillgänglig information).Aim The aim with this study is to explore what kind of information pupils, searching for upper secondary school, might get from reading reviews of schools. The purpose is thus to quantify the scope and content of the review system quantitatively; what is mentioned in the review texts, and to examine how the review are textually constructed. Finally, the paper aims to discuss the review system in a larger social context - as a result of and a part of our time. What topics occur in reviews of upper secondary schools and how frequent is the occurrence? How are the different themes in the reviews valued (positive, negative or neutral)? In what way are the review texts constructed and how can it be interpreted? In what way does a school market discourse appear in the reviews? Method The quantitative questions are examined through a content analysis on randomly selected reviews of upper secondary schools in Stockholm County. The words in question are quantified and divided into themes, categories and subcategories. An assessment is also made based on whether the existing words are lifted in a positive, negative or neutral context. The qualitative part consists of a text analysis inspired by the discourse analysis. From a number of selected reviews, based on its substantive relevance, these are semantically analyzed with discourse analytics tools. In a merged discussion and analysis section, the result is treated on the basis of the theoretical framework and previous research. Results The content analysis shows that the most common themes were general value reviews of the school, commenting on teachers and the school's structure and the quality of the education. It is also common to mention social aspects such as atmosphere and cohesion. From the qualitative part it appears that the reviewers express themselves in a way that reflects the school market discourse. In some cases, it is clear that the reviewer has adopted the school market discourse. Conclusion The result indicates that the review system risks generating segregating effects. Especially based on the asymmetric availability of information and the fact that school and identity are getting more connected. This is clarified and put on its tip in how the reviews are constructed and, in some cases, may be more difficult to process when the common student tends to see reviewers as objective (in contrast to other available sources of information).
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Lee, Chi-Hung, and 李季鴻. "Marketing Strategy of Digital Video Content Aggregators." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/28553166026319911173.
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碩士國立中山大學
傳播管理研究所
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The development of the information and communications technology has enabled digital contents to be aggregated for better customer services. The purpose of this thesis is to investigate whether different types of content aggregators have different marketing strategies. In this research, content aggregators in Taiwan are divided into two categories. Their market positioning and market-mix strategies are compared. Six companies with different market positions were investigated and the result indicates that they are different in many of their marketing strategies, including the breadth and depth of product lines, pricing strategies, content delivery channels, and promotion. Suggestions for their future improvement are discussed.
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Figueiredo, Sara Lopes de Campos. "Content marketing and beauty and cosmetic brands' strategy." Master's thesis, 2018. http://hdl.handle.net/10071/18639.
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The aim of this research is to understand if a healthy partnership between beauty brands and Digital Influencers is, in fact, a good marketing strategy and if it has a positive impact on beauty brands.
An attempt will be made to understand the work of a Digital Influencer and how strong her/his actions are when it comes to influencing customers to become aware and buy beauty and cosmetic products.
The existing literature confirms that social media is having a growing import role for brands when communicating with customers, in understanding their preferences and in better adapting their product strategy accordingly. It is also clear that social media contributes to increased brand loyalty, while influencing the brand’s perceived value in the long term.
The literature review also covers the topic of consumer behavior and how relevant content marketing is on brand awareness and purchase decisions.
A set of interviews were also conducted aiming at beauty and cosmetics professionals – L’Oréal, Mary Kay - and these have demonstrated that content marketing is indeed part of present strategies and that customers are influenced by what Digital Influencers say or do.
Instagram is the social network that is most used to share content, whether it comes from the beauty brand itself or from the Digital Influencer.
At the same time, it is important that brands choose to partner with Digital Influencers, who relate with the core values of the brand and that are true when communicating them to the customers.O objetivo deste trabalho de pesquisa é compreender se, nos dias que correm, uma boa estratégia de marketing passa pela parceria entre as Marcas de Cosmética e as Digital Influencers. Irá ser estudado o que é ser uma Digital Influencer, o trabalho que requer e o quão e influenciadoras são as suas opiniões no que diz respeito às motivações de compra dos consumidores de produtos de beleza e cosmética. A literatura existente confirma que as redes sociais têm vindo a ter um papel crescente no poder e no reconhecimento que as marcas de cosmética têm e na sua importância como elo de comunicação com os consumidores. Desde dar a conhecer novos produtos, até a entender as suas preferências, de forma a praticarem uma estratégia de marketing mais focada, personalizada e adequada ao target. É também evidente que as redes sociais e as comunidades criadas à volta de uma marca ou tema de interesse contribuem para aumentar a fidelidade à marca, ao mesmo tempo que favorecem o valor da mesma numa estratégia a longo prazo. A revisão de literatura também aborda o conceito de comportamento dos consumidores e o quão relevante é o marketing de conteúdos na influência das suas decisões de compra. Foram realizadas entrevistas a profissionais de duas marcas de cosmética - Mary Kay e L’Oréal – que confirmam que o marketing de conteúdos é, sem dúvida, uma estratégia atual e que os seus clientes são influenciados pelas Digital Influencers. Sendo o Instagram a rede social mais utilizada para partilhar conteúdos e mais visível por parte consumidores, é importante que as marcas e as influencers trabalhem em conjunto na apresentação de uma imagem que represente a identidade e os valores de ambas as partes.
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Francisco, Ana Rita Belo Pereira. "Marketing persona formulation and content strategy analysis for PHC Software, SA." Master's thesis, 2016. http://hdl.handle.net/10071/14002.
Full textAbstract:
JEL Classification System: M15; M31The customer’s role has grown in importance through the years. In the current technological and information age, it is crucial for companies to understand the customer’s needs and motives, as well as ways to attract new customers (Derunova and Semenov, 2013). In this paper, the persona tool is created for each of the PHC Software SaaS Products, PHC Business FX, PHC Billing FX and the PHC POS FX. Personas are fictitious representations embodying behaviours, pain points, goals and characteristics of real customers or target audiences (Junior and Filgueiras, 2005) that can be used as a tool to better understand customers and from there develop strategies. After the analysis of the main target audiences for these products, this paper then, elaborates an analysis of the correspondent content marketing strategy. By analysing the current content and its communication channels, this paper aims to find gaps in the current strategy with the use of the persona’s tool and provide recommendations on how the company might minimize its distance to the customers and further improve its relationship.
O papel do consumidor tem vindo a ganhar importância ao longo dos anos. No atual panorama tecnológico e informacional, compreender as atuais necessidades e motivações do consumidor, assim como, novas formas de atrair novos clientes é determinante para as empresas (Derunova e Semenov, 2013). Neste trabalho, a ferramenta ‘Persona’ é criada para cada um dos produtos SaaS da PHC Software: PHC Business FX, PHC Billing FX e o PHC POS FX. Personas são representações ficcionais que incorporam os comportamentos, adversidades, objetivos e características de consumidores reais ou públicos alvo (Junior e Filgueiras, 2005), que podem ser utilizados como uma ferramenta para melhor compreender os consumidores e a partir dai desenvolver estratégias. Após a análise do público-alvo destes produtos, é elaborada uma analise à correspondente estratégia de conteúdo da empresa. Ao analisar o conteúdo atual e os meios de comunicação utilizados, este trabalho tem por objetivo encontrar lacunas na atual estratégia, através do uso de personas, e fornecer recomendações de como a empresa poderá minimizar a distância e otimizar as relações para com os atuais consumidores e público-alvo.
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Chen, Li-Chun, and 陳俐君. "Analysis to Content Marketing Strategy: In the Case of Floral Retailing Industry." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/xj2u7g.
Full textAbstract:
碩士國立臺灣大學
生物產業傳播暨發展學研究所
105
In latest years, floral retailers’ involvement on social media play a dominant role in customer base management. Yet the best solutions for social marketing are still unknown, limiting to the realm of practical practices for retailer’s social media strategy. This study focus on social media managers’ view, Facebook posts contents and fans landscape to give a whole and more precise social media strategy application. Through deep interviews and Graph API language. This study interviewed 13 floral retailers about their view to social media management, analyzed consumer engagement from 1,629 post contents from 24 florists Facebook fan pages by their content type and media type and studied 14,167 fans who liked, commented and shared from Facebook fan pages by means of Content analysis, Welch’s ANOVA, Games-Howell post hoc comparison and basic descriptive statistics. Results showed that floral retailers should put more efforts on customer care, not only just for advertisements on Facebook. From the content view, product information, holiday care and customers gratitude were more engaging consumers than entertainment, consumer education and works sharing. The research proved different fans response characteristics by their gender, age, relationships, location and number of friends. What’s more, the evidence also showed that the fan who liked posts may hold most virus marketing power according to their friends numbers. The study provides insights for floral retailers Facebook practices, what is to promote more consumer care and entertainment to grab more consumers on Facebook with more applicable form and content. Also, helped florists tailoring more precise strategies for target audience. The results may challenge the facts that are currently operated on Facebook strategies such as promoting campaigns, targeting customers, managing contents and new way of solution for floral retailer social media management by a scientific data description.
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Su, Yu-Teng, and 蘇宥騰. "Research on the Analysis of Marketing Strategy of Fitness Club by Content Analysis." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/d482mt.
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碩士樹德科技大學
經營管理研究所
107
Under the trend of the society''s increasing emphasis on health and physical fitness, the fitness club is a cause worthy of attention and development. This study analyzes the marketing strategy of the fitness club industry, discusses the positioning, target market, competition, marketing mix and application of 4P in its marketing strategy, and its impact on the health club industry management. In this study, the content analysis method of purchasing quality research is based on the database of the Taiwanese master''s thesis value-added system, and the research papers of the “Fitness Club” are analyzed. According to relevant research findings, the “marketing strategy” is the key. Words, to understand the proportion of academic research content related to Taiwan''s fitness clubs at this stage. The research results show that most of the research topics of the fitness club are centered on "service quality" and "customer satisfaction" and " loyalty ", so the marketing strategy of the fitness club is closely related, the results of this study can provide a reference for the future development of the fitness club.
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Mansour, Dina Mohamed Khaled Khalil. "Content Marketing in Online Marketing Strategy and IT Startups: Case Study of Five Portuguese and Four Egyptian Tech Startups." Dissertação, 2015. https://repositorio-aberto.up.pt/handle/10216/79404.
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Mansour, Dina Mohamed Khaled Khalil. "Content Marketing in Online Marketing Strategy and IT Startups: Case Study of Five Portuguese and Four Egyptian Tech Startups." Master's thesis, 2015. https://repositorio-aberto.up.pt/handle/10216/79404.
Full text