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Dissertations / Theses on the topic 'Digital content marketing'
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Barbro, Patrick A. "Content and Context: Consumer Interactions with Digital Decision Aids." Diss., Temple University Libraries, 2015. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/332469.
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Business Administration/MarketingPh.D.
Through four essays, this dissertation contributes to the body of marketing literature by advancing understanding of consumer interactions with digital decision aids. Different aspects of the content contained within digital decision aids are explored in several contexts. First, the drivers of consumer interactivity in an online review community are examined and it is found that violations of community norms are an important factor in stimulating consumer action. Second, a tool is developed to facilitate the normalization of online review content across languages. Next, elements of language and national culture are investigated to determine their influence on consumer reviews in an international context. It is found that cultural biases play an important role in the relative verbosity, valence, and helpfulness of online reviews across countries. Lastly, the role of images in digital decision aids is considered and it is found that image type and perspective can influence consumer product evaluation. In sum, the influence that content and context have on consumer interactions with digital decision aids is clearly demonstrated through a diverse yet intertwined set of studies.
Temple University--Theses
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MONTI, ELISABETTA. "“Sales-marketing integration”: un’indagine esplorativa sul ruolo della strategia di digital content marketing." Doctoral thesis, Università Politecnica delle Marche, 2021. http://hdl.handle.net/11566/290738.
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La letteratura ha messo più volte in evidenza la rilevanza dell'integrazione tra marketing e vendite. Nonostante ciò, tale integrazione costituisce ancora un problema nelle imprese, specie nei contesti B2B. Studi recenti in tema di Digital Content Marketing (DCM) hanno suggerito che il DCM può contribuire ad allineare il marketing alla funzione commerciale. Questi studi, però, hanno dimostrato l’impatto del DCM sul ciclo di vendita, mentre il ruolo di tale strategia nell'integrazione tra le due aree non ha rappresentato il fenomeno oggetto di indagine. Pertanto non sono state ancora indagate le motivazioni e le modalità con le quali l’implementazione del DCM possa favorire l’integrazione tra marketing e vendite. La tesi si pone l’obiettivo di esplorare in che modo il DCM può supportare l’integrazione, rispondendo alla seguente domanda di ricerca: “Attraverso quali specifici meccanismi il Digital Content Marketing (DCM) può favorire l’integrazione tra area marketing e area vendite?”. La metodologia utilizzata è di tipo qualitativo, mediante il ricorso al single case study, indagando in profondità l’implementazione di una strategia di DCM all’interno di una PMI B2B e il suo impatto in termini di integrazione. I risultati dello studio, contribuendo alla letteratura sul tema, mostrano per la prima volta che il DCM è in grado di favorire l’integrazione non solo allineando le due aree su un comune orientamento al cliente, ma innescando i meccanismi e attivando le dimensioni dell’integrazione individuate in letteratura: la condivisione delle informazioni, la creazione di legami strutturali, il potere e la conoscenza. I risultati forniscono spunti interessanti per indagini future e per i manager B2B, evidenziando come il DCM possa rappresentare un investimento di natura strategica in grado di apportare non solo benefici strettamente correlati al DCM, ma è in grado di favorire l’integrazione tra marketing e vendite.The academic literature has devoted increasing attention to the sales-marketing integration. A significant gap between sales and marketing still exists, specially in B2B contexts. Scholars have recently suggested that digital content marketing (DCM) might play a role in the sales-marketing integration in B2B companies. However, the literature has emphasized the positive effects of DCM on sales-related outcomes. Yet, the literature lacks a thorough understanding of how and why the implementation of DCM triggers those mechanisms and dimensions which lie behind the sales-marketing integration. Therefore, the role of DCM in sales-marketing integration is not fully explored. Against this backdrop, we aim at answering the following research question: Through what specific mechanisms can Digital Content Marketing (DCM) foster the sales – marketing integration?". We employ a single case study to answer the research question. Thus, this methodology enhances the understanding of the dynamics and contextual complexities of the DCM strategy’s role in the sales-marketing integration in a B2B SME. The study contributes to the literature on the sales-marketing integration and on the DCM. The analysis shows for the first time that the DCM strategy can effectively play a supporting role in the sales-marketing integration. The DCM strategy allows to exchange more information between marketing and sales, requires formal meetings among the two units to jointly plan objectives and activities, encourages teamwork for executing activities together. The DCM supports the sales-marketing integration by emphasizing a customer orientation and market knowledge in both units, and brought about a gradual change in the organization. This study offers valuable insights for future researches and for manager B2B. The DCM, implemented with a strategic approach, is able to bring benefits within B2B companies that go beyond those closely related to DCM, such as sales – marketing integration.
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Claesson, Amanda, and Albin Jonsson. "The Confusion of Content Marketing : a study to clarify the key dimensions of content marketing." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-16932.
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Content marketing is a popular marketing strategy, which has increased significantly during the last years. The term content marketing is new but companies have been working with parts of the strategy for decades. The new digital era changed the communication from a one-way to a two-way communica- tion. Customers now have a demand for relevant content that is valuable for them. The purpose of this dissertation is to develop an understanding of this marketing strategy, and clarify the key dimensions that distinguish content marketing from other marketing strategies. This thesis rests on a realistic philosophy with an abductive approach. Based on previous research different definitions of the marketing strategy are used to develop a model of the key dimensions of content marketing. A qualitative data collection with semi-structured interviews is performed on seven participants in order to explore what is seen as important aspects, and to gather new insight about the unclear marketing strategy. The findings indicate a differentiation between companies, but there is a consensus of the most im- portant aspects. Findings of how the strategy is done results in a new model, and a new definition of the marketing strategy. Suggestions for further research include examining how companies measure con- tent marketing. The results contribute with a clarification and further description of what content marketing is, and the most important aspects to consider when working with the strategy. The results of this study are useful as a guideline for people starting to work with content marketing, with the aim to understand the market- ing strategy.
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Khan, M. (Md). "Impact of digital content marketing (DCM) on customers’ online purchasing behavior." Master's thesis, University of Oulu, 2019. http://jultika.oulu.fi/Record/nbnfioulu-201905081642.
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Abstract. This study aims to understand how digital contents are acting as a motivating factor to influence on customers online purchasing behavior as well as online purchasing process. More clearly this study will understand and analyze the phenomenon closely on how digital contents are influencing customers into customers five stages of the online purchasing process.
The theoretical framework is formed during the study which is based on the findings of previous researches related to digital content marketing and online purchasing behavior.
The research is conducted on the qualitative method where semi-structured interview is applied for data collection. The target age group for data collection is 25 to 34 who purchase mostly electronic products from the online marketplace. The empirical analysis is done based on abductive reasoning approach.
The finding of the study shows that digital contents affect on customers online purchasing process. The research also found that the right structure and strategy should be applied to create and distribute digital content which engages customers towards digital contents and motivate them to rely on digital contents into the online purchasing decision-making process.
Finally, the study showed theoretical contributions, managerial implications, and suggestions for further research regarding digital contents.
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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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Wester, Petra. "Framtidens marknadsföring : En kvalitativ studie om hur B2B-företag definierar och tillämpar content marketing i digital marknadsföring." Thesis, Umeå universitet, Institutionen för kultur- och medievetenskaper, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-134181.
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This study has been conducted with an aim to examine how employees working at B2B companies in Umeå understand, and describe the ever changing strategy of content marketing whilst at the same time analysing how said companies utilise the strategy on their own websites. Another aim of this study is to determine whether content marketing is used differently depending on the companies size and reach. The study was conducted by means of interviews and content analysis, using semiotics as a method. The result showed that despite each company understanding and using the term content marketing they differed slightly when describing its meaning, and implementation.Denna studie har genomförts med syfte att undersöka hur anställda på B2B-företag i Umeå uppfattar och beskriver den växande marknadsföringsstrategin content marketing, samt att analysera hur den används på företagens hemsidor. Studien syftar även till att undersöka om begreppet används och uppfattas olika beroende på företagens storlek. Det teoretiska ramverket består av tidigare forskning och teorier som behandlar content marketing som begrepp och strategi. Studien har genomförts med ett kvalitativt förhållningssätt i form av intervjuer samt en innehållsanalys där vi utgår från semiotiken som metod. Resultatet av studien visade att trots att samtliga B2B-företag uppfattat det omtalade begreppet så skiljer det sig i hur de definierar det och dess innebörd samt hur strategin tillämpas i praktiken.
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Jakešová, Nina. "Content Marketing via Online Media in Interior Design Market." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-264523.
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This work aims to provide an overview of current knowledge in the field of content marketing. Based on that, it defines key requirements for successful content marketing via online media. The system can be further used for creating or re defining content marketing for any company that wishes to effectively attract and retain their customers by providing them with valuable information. In the practical part, the thesis discusses the case of Insidecor, a company providing a web portal that showcases interior design products and inspiration available on Czech market. Based on the theoretical knowledge, description of the company's business, market situation and primary research, the thesis proposes key areas for improvement of the company's content marketing initiative.
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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.
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Denham-Smith, John, and Pontus Harvidsson. "Content Marketing’s effect on customer engagement." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-12685.
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The marketing landscape is changing, with the focus shifting from traditional marketing methods towards digital marketing. Enterprises must realize the importance of this new paradigm to not risk falling behind competitors. The new paradigm focuses on customer relationships and trying to attract and create loyal customers. A new way of creating loyal trusting customer relationships is by using content marketing, meaning providing customers with valuable information in the form of content and enabling two-way communication. To understand how consumers perceive content and why they choose to engage or not, is crucial for enterprises, in creating successful content marketing.This study aims to provide knowledge and understanding of how content marketing affects customer engagement from a consumer's perspective. This study is a qualitative study using several semi-structured interviews and observations to gather data. A conceptual framework from previous research is used to analyse the result, this framework is a multidimensional approach of how consumers react and perceive different types of online content marketing.The outcome of this study shows that consumer engagement is a psychological state that is hard to reach for any enterprise/brand, to be truly successful the consumers dimensions of cognitive, emotional and action response must all be affected, which can be enabled through credible, targeted and differentiated content marketing.Omgivningen för marknadsföring håller på att förändras, fokus har flyttats från traditionella metoder mot digitala marknadsmetoder. Företag måste förstå hur viktig detta paradigmskifte är för att inte halka efter sina konkurrenter. Det nya paradigmet fokuserar på kundrelationer och att försöka attrahera och skapa lojala kunder. Ett nytt sätt att skapa dessa relationer är att använda innehållsmarknadsföring (content marknadsföring), med det menas att tillhandahålla värdefull information i form av innehåll och att bistå med plattformar för att underlätta tvåvägskommunikation mellan kunder och företag. Att förstå hur kunder uppfattar innehåll och varför de väljer att engagera sig i den eller inte är avgörande för ett företag i att skapa lyckad innehållsmarknadsföring.Syftet med denna studie är att förse läsaren med kunskap och förståelse för hur innehållsmarknadsföring påverkar kundengagemang ur ett kundperspektiv. Studien är en kvalitativ studie som använder semi-strukturerade intervjuer och observationer som dataunderlag. Ett ramverk baserat på tidigare forskning används för att analysera resultatet, som byggs på ett flerdimensionellt synsätt hur kunder reagerar och upplever olika typer av innehållsmarknadsföring.Resultatet av studien visar hur kundengagemang är ett psykiskt tillstånd som är svårt för företag/varumärken att skapa hos konsumenten. För att uppnå lyckosam innehållsmarknadsföring måste kundens kognitiva, emotionella och viljan att ta handling stimuleras, vilket kan skapas genom trovärdig, målinriktad och differentierad innehållsmarknadsföring.
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Santos, Pedro Filipe Madeira dos. "Relatório de estágio na Agência Digital WayNext." Master's thesis, Universidade de Évora, 2020. http://hdl.handle.net/10174/29042.
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De acordo com uma estimativa realizada pela União Internacional de Tecnologia (UIT),
mais de metade da população mundial (53,8%), o que corresponde a cerca de 4,1 mil milhões
de pessoas, estão conectadas a um serviço de Internet. A utilização desta ferramenta é
praticamente indispensável e hoje considerado um utensilio básico quer no trabalho, quer na
vida pessoal mas também uma das maiores dependências.
Neste contexto surgem as agências de marketing digital para aumentar a notoriedade e
destacarem um negócio neste mercado tão vasto e em constante actualização.
Este relatório de estágio, tem como principal objectivo relatar a experiência laboral
realizada na agência de marketing digital WayNext, entre setembro de 2018 e fevereiro de
2019.
Durante o estágio foram acompanhados diversos projetos e colaborações no
desenvolvimento de diversas tarefas: redacção de artigos para blogues, páginas de clientes e
para a própria página da WayNext (Copywritting); a introdução e edição de conteúdos em
backoffice e Wordpress; realização de análises de mercado e construção de base de dados.
Para além destas, também foi mantido o contacto com as restantes áreas de actuação da
agência. Todos os trabalhos foram desenvolvidos em contexto de equipa tendo sido
importante a discussão de ideias e os modos de acção por parte de diferentes visões; Internship Report at Digital WayNext Agency
Abstract:
According to an estimate made by the International Union of Technology (IUT), more than
half of the world's population (53.8%), corresponding to about 4.1 billion people, are
connected to an internet service. The use of this tool is practically indispensable and today is
considered a basic tool both at work and in personal life but also one of the biggest
dependencies.
In this context, digital marketing agencies emerge to raise awareness and highlight a
business in this vast and constantly updated market.
The main objective of this internship report is to describe the work experience carried out
at WayNext digital marketing agency, between September 2018 and February 2019.
During the internship were followed several projects and collaborations in the
development of various tasks: writing articles for blogs, customer pages and WayNext's own
page (Copywritting); the introduction and editing of backoffice and Wordpress content; market
analysis and database construction. In addition to these, contact was also maintained with the
other areas of activity of the agency. All works were developed inserted in a team context and
it was important the discussion of ideas and modes of action by different views.
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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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Malec, Etienne. "Digital Marketing and Social Media in a Crowd Funding Campaign." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-198797.
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The goal of this thesis is to investigate the key success factors in the digital marketing approach used for campaigns done on crowdfunding platforms, and how it will change influence the decisions of the crowd to invest in a project. Regarding the structure of this thesis, we will firstly explain in details what are the roots of the crowdfunding, describe the different type of platforms and in which context they are used. In the second and third part, we will see how crowdfunding represent a boost for the entrepreneurial initiative and how digital marketing is influencing the process of a raising fund campaign. Finally, thanks a research that has been conducted on 46 respondents, we will analyze the behavior of the crowd regarding the marketing approach used by crowdfunders. As findings, we can state that a crowdfunder must establish a project with a substantial quality content that will pull the crowd toward the project, and choose the right approach in selecting an adapted crowdfunding platforms and rewards.
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Lögdberg, Arvid, and Oscar Wahlqvist. "Podcasting as a Digital Content Marketing Tool within B2B : A qualitative case study exploring why and how Swedish B2B companies use podcasts as a marketing tool." Thesis, Linköpings universitet, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-167329.
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Purpose The purpose of this thesis is to explore why and how B2B-companies use podcasts as a marketing tool and evaluate how it canfunction together with other marketing strategies. Problematization Digital content marketing is an increasingly popular marketingstrategy within B2B. There is however a large content saturationonline, this puts pressure on organizations having to increase theirmarketing creativity and finding alternative means to stand outfrom the crowd while at the same time staying within theirmarketing budget. Podcast marketing is a form of content marketingbeing fairly untapped territory and with little research dedicatedtowards it, however being the fastest growing medium it is of highinterest to better understand its marketing potential and how toutilize it. Methodology A qualitative case study with an iterative approach. The empiricalfindings derive from semi structured interviews with five selectedcase companies and a podcast producer. Conclusion Why B2B companies use podcasting as a marketing tool variessomewhat, the five main reasons identified are cost and timeefficiency, active listening, building relationships, branding andemployer branding. Some view podcasting in a strategic sense first,while others seem to use podcasting just as much for their ownenjoyment as they do for strategic purposes. There are challenges inregard to measuring success. However, those challenges do notappear to be very problematic as costs are low. Reaching the rightpeople is more important than reaching the masses. Contribution This study adds to existing research within the field of B2B content marketing by exploring podcasts as a marketing tool.
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Alvarado, Huari Yolanda Yareli, and Balcázar Luis Andres Torres. "Content marketing en redes sociales en relación a la intención de compra en supermercados de Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/654038.
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El sector retail se ha visto influenciado por el ecommerce, provocando que empresas del sector dirijan sus esfuerzos al Marketing digital. Dentro del estudio, se encontró que las ventas generadas por este canal tuvieron un aumento dentro de su portafolio. De igual forma, se encontró que el comportamiento del consumidor, en supermercados, era distinto al resto del sector, por lo que el Marketing digital si influía en su intención de compra, no obstante, el recorrido terminaba en la compra física. Por otro lado, en base a los autores recolectados en el estudio, se halló que el inbound Marketing desarrolla varias características que involucran a los esfuerzos de Marketing de contenidos; cuyo objetivo es atraer, adquirir y comprometer a un segmento del mercado. Asimismo, siendo los blogs, comunidades virtuales y aplicaciones; herramientas que influencian al consumidor a una intención de compra.The retail sector has been influenced by ecommerce, causing companies in the sector to direct their efforts to digital Marketing. Within the study, it was found that the sales generated by this channel had an increase within its portfolio. Likewise, it was found that consumer behavior in supermarkets was different from the rest of the sector, so that Digital Marketing did influence their purchase intention, however, the journey ended in the physical purchase. On the other hand, based on the authors collected in the study, it was found that inbound Marketing develops several characteristics that involve content Marketing efforts; whose objective is to attract, acquire and engage a market segment. Also, being blogs, virtual communities and applications; tools that influence the consumer to purchase intention.
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Leinatamm, Kirke, and Stamatoula Bilali. "Virtual avatars rising : the social impact based on a content analysis and a questionnaire in the context of fashion industry." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-21993.
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Innovative technologies and their ability to grow rapidly are known to be a great source of controversy and paranoid reactions amongst people. The aim of this research is to examine the acceptance and perception of the technology of digital supermodels and influencers. This will be done in the global market of end-users where this technology has proliferated or has the potential to emerge. Digital supermodels and influencers were regarded specifically in a marketing context for this research, since the whole essence of their existence is for marketing purposes, and was approached as a new innovative technology. The research was divided into two parts, first was about conducting a questionnaire to analyse people’s acceptance of the technology, more specifically to examine the possible change in their purchasing behaviour. The purpose of the second part of given research was to examine people’s reactions and perception towards this technology through a content analysis of Instagram comments for the Instagram accounts of digital supermodels and influencers. The addressed innovative technology of digital influencers and supermodels is mostly perceived positively or neutrally. The significant amount of neutral positions in both parts of given research states the presence of confusion and the need for answers rather than lack of interest, which is to be addressed by the creators and users of digital avatars in marketing in the fashion industry.
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Vala, Carolina do Nascimento. "Marketing de conteúdo digital, perceções de conteúdo e formas de comunicar no Instagram : efeito na intenção de compra do consumidor." Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/20863.
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Mestrado em MarketingNum mundo mais digital, é importante as empresas analisarem e anteciparem os seus consumidores, que são cada vez mais digitais e utilizadores de sites de redes sociais. Portanto, esta investigação pretende compreender o impacto do marketing de conteúdo digital na comunicação, perceções de conteúdo, perceção de congruência com a imagem de marca própria e intenções de compra dos consumidores, através do Instagram. Assim, as empresas poderão desenvolver estratégias de conteúdos digitais ponderadamente e ir ao encontro daquilo que os públicos-alvo pretendem. Este estudo questiona se as narrativas, o boca a boca eletrónico, as perceções dos conteúdos e a forma de os comunicar, no Instagram, influenciam a intenção de compra. A presente investigação segue uma abordagem dedutiva, de natureza exploratória e explanatória. Este estudo de métodos mistos usa uma amostra não probabilística por conveniência. Primeiramente, recolheram-se os dados através da realização de quatro entrevistas semiestruturadas; numa segunda fase, recolheram-se dados através de um inquérito online, cross-sectional, obtendo-se 400 respostas finais completas e válidas, com o software IBM SPSS Statistics. Os resultados indicam que, Storytelling, Eletronic word of mouth (E-WOM), Perceções do Conteúdo (perceção de valor funcional, perceção de valor hedónico) e perceção de congruência com a imagem de marca própria afetam positivamente a intenção de compra. A idade tem um efeito moderador na relação entre E-WOM e intenção de compra. Este tema é pertinente, pois o efeito destas variáveis tem de ser mais conhecido, principalmente num ano pandémico que aumentou o uso dos sites de redes sociais e de estratégias digitais.
In a more digital world, it is important for companies to analyze and anticipate their consumers, who are increasingly digital and users of social networking sites. Therefore, this investigation intends to understand the impact of digital content marketing on communication, on consumers' perceptions of content and purchase intentions, through the Instagram, enabling companies to develop digital content thoughtfully and meet what the target audiences want. This study questions if storytelling, electronic word of mouth, the perceptions of content, congruence with the brand image perception and the way of communicating on Instagram influence the purchase intention. The present investigation follows a deductive approach, of an exploratory and explanatory nature. This study of mixed methods uses a non-probabilistic sample for convenience. First, data was collected through the performance of four classifieds; in a second phase, data was collected through an online inquiry, transversal investigation, obtaining 400 complete and valid final answers, with statistical treatment and analysis using the IBM SPSS Statistics software. The main results indicate that Storytelling, Eletronic Word of Mouth (E-WOM), Content Perceptions (functional value perception, hedonic value perception) and congruence with the brand image perception positively affect the purchase intention. Age has a moderating effect on the relationship between E-WOM and purchase intention. This topic is relevant, as the effect of these communication variables used in the context of Instagram, needs to be better known, especially in a pandemic year that increased the use of social networking sites and appropriate digital strategies.
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Scopelliti, Maria. "Gatekeepers No More: Redefining the Roles of Journalism and PR in the Age of Digital Media and Content Marketing." Thèse, Université d'Ottawa / University of Ottawa, 2014. http://hdl.handle.net/10393/30547.
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The digital media landscape has fundamentally changed the way audiences consume and share content, creating many opportunities and challenges for news companies and organizations of all types (private, public and non-profit). This research investigates how the latter have gained the ability to produce and distribute journalistic-like content through their owned channels, thus circumventing journalists and engaging with their audiences directly. It shows how digital media have altered the manner in which news about organizations is disseminated, and, subsequently, the roles of PR practitioners and journalists. Through a series of interviews with seasoned experts in these two competing and collaborating fields, this project provides insights regarding the erosion of journalists’ gatekeeping role and the advent of PR practitioners as content creators. It supports prior research regarding the value of reciprocity between journalists and PR practitioners and offers orientations as to the future of these two professions in the context of the digital media landscape.
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Oliveira, Teresa Costa Milheiro de. "User generated content audiovisual para instituições de ensino superior: proposta de boas práticas." Master's thesis, Universidade de Aveiro, 2010. http://hdl.handle.net/10773/3805.
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Mestrado em Comunicação Multimédia - Audiovisual DigitalA presente investigação reúne e sistematiza a proposta de um conjunto de boas práticas para a criação de User Generated Content (UGC) audiovisual para a autopromoção de Instituições de Ensino Superior (IES). Tendo como um dos focos deste trabalho a compreensão da forma como as IES se dão a conhecer através do vídeo online, grande parte do mesmo está estreitamente ligado com a compreensão das regras de produção de um vídeo institucional e das regras de produção de vídeo para a web e os respectivos cuidados, além do conhecimento ao nível do panorama actual da Web 2.0, que inclui possibilidades alargadas de divulgação, através dos social media. Com o objectivo de fundamentar a proposta do conjunto de boas práticas a resultar deste estudo e com o objectivo de ser utilizado por IES na criação do seu próprio vídeo promocional para a web, foi encetada uma revisão bibliográfica alargada com vista à construção de um quadro teórico sólido nestas matérias, um estudo comparativo dos vídeos de algumas das melhores Universidades disponíveis na web e a realização de entrevistas a profissionais da área. Importa contextualizar que a presente proposta da investigação inserese no trabalho em curso da comunidade online Movinter, dedicada à mobilidade virtual no ensino superior, e cujos resultados serão utilizados pelos seus membros institucionais – IES, com especial atenção aos aspectos a ter em conta na criação de conteúdos audiovisuais institucionais e o contributo das ferramentas Web 2.0 para potenciar a sua divulgação.
This research aims to develop a set of best practices for creating and producing audiovisual User Generated Content (UGC) video, made by High Education Institutions (HEI) to promote themselves on the web. Considering the way HEI's should present themselves on the web, this work developed research on institutional video and its production, as well as some key issues capable of guaranteeing its qualitty for use on the web. To produce web videos, it is important to understand what works online and why and it is important to consider the actual trends related with the Web 2.0, such as social media, that helps to promote contents throughout the web. In order to achieve a proposal of a list of best practices for the creation and production of UGC audiovisual content by HEIs to promote themselves on the web, this work was based on an extensive literature review; through the use of a comparative study, where official videos from the top universities, made available on the web, were analyzed, deconstructed and compared; and with the use of interviews with specialists in this particular issue. This work is an integrated part in Movinter, a project that aims to enhance virtual mobility to foster institutional cooperation between HEI. It is expected that the results of this work may support the Movinter members in the creation and production of an institutional video of their own HEI and help promote it effectively on the web.
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Sander, Verena [Verfasser], Maik [Akademischer Betreuer] Eisenbeiß, Maik [Gutachter] Eisenbeiß, and Kristina [Gutachter] Klein. "Essays on the Role of Content in Digital Marketing Communications / Verena Sander ; Gutachter: Maik Eisenbeiß, Kristina Klein ; Betreuer: Maik Eisenbeiß." Bremen : Staats- und Universitätsbibliothek Bremen, 2019. http://d-nb.info/1194156762/34.
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Rumaldo, Calderón Camila Beatriz, and Torres Yerko Martín Tupayachi. "Efectos del social media content en el engagement behaviour dentro de la industria de servicios video streaming." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2019. http://hdl.handle.net/10757/654066.
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Utilizar Facebook se ha vuelto parte de la vida de las personas, pero dentro de esta plataforma, las personas pueden tener distintos tipos de comportamientos de engagement con diferentes personas o grupos, incluso con las marcas que generan contenido dentro de sus páginas, esta interacción entre el contenido generado y el comportamiento de su audiencia resulta ser una herramienta fundamental para conocer los aciertos y desaciertos del plan de marketing de las organizaciones. Este estudio tomó como ejemplo a las principales marcas de la industria del videostreaming, para entender qué influencia tienen en el comportamiento de engagement de sus fanáticos los diferentes tipos de contenidos que crean diariamente. Este artículo se apoya en la realización de encuestas online en Lima Metropolitana, dirigida a un público joven y busca revelar el impacto positivo de ciertos tipos de contenidos, a favor de las empresas de videostreaming.Using Facebook has become part of people's lives, but within this platform, people can have different types of engagement behaviors with different people or groups, even with the brands that generate content within their pages. This interaction between the generated content and the behavior of your audience turns out to be a fundamental tool to know the successes and failures of the organizations' marketing plan. This study took as an example the main brands in the video streaming industry, to understand what influence the different types of content they create daily have on the engagement behavior of their fans. This article is based on online surveys conducted in Metropolitan Lima, aimed at a young audience and seeks to reveal the positive impact of certain types of content, in favor of video streaming companies.
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Klee, Christopher. "AI in Marketing – Curse or Blessing? : Impacts of Programmatic Advertising and Personalized Content on Society." Thesis, KTH, Skolan för elektroteknik och datavetenskap (EECS), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-299572.
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With the help of Programmatic Advertising and the resulting personalized content, consumers can be targeted precisely and with the help of Artificial Intelligence. The associated use of customer data creates ethical conflicts. Therefore, the research question is asked: How does Programmatic Advertising influence consumer's data security and diversity of opinion and what effect does this have on the further development of the technology? For the purpose of elaborating the research problem a literature analysis and expert interviews are carried out. The analysis shows that Programmatic Advertising has already taken up the majority of digital advertising activities. This results in advantages for advertisers, since consumers can be addressed in a targeted manner. Nevertheless, this provokes data law issues and the demand for more data security for the individual customer, which, among other things, is given more attention by big tech companies. Due to the constant change within this trend, new possibilities arise, such as contextual targeting, in order to continue to do an efficient display of advertising. Nonetheless, this work calls for more regulations to be able to give customers a better overview and control of their used data and to avoid restricted diversities of opinion, which can be promoted through microtargeting and therefore the addressed display of content. The prospects of Programmatic Advertising, however, are predicted with a steady increase because other areas within the media landscape will be pervaded by this technology in the future.Med hjälp av programmatisk reklam och artificiell intelligens får kunder och individer reklam som är specifikt utformade för just dem. Användningen av underliggande användardata ger upphov till etiska dilemman. Således, har vi följande problemformulering: Hur påverkar programmatisk reklam användarnas data och åsikter, och vilken effekt har detta på den fortsatta utvecklingen av området? Med avsikt att vidareutveckla problemformuleringen utfördes expertintervjuer samt en litteraturstudie. Analysen visar att programmatisk reklam utgör majoriteten av all digital marknadsföring. Detta har resulterat i fördelar för marknadsförare, ty användarna kan bli bemötta mer precist. Icke desto mindre, medför detta legala problem relaterat till användardata och ett ökat kraf av dataskydd för användaren, vilket är något som får stort fokus av stora tech företag. På grund av den konstanta utvecklingen av denna metod, föds nya möjligheter, exempelvis "kontextuell riktad marknadsföring", för att fortsätta vara en effektiv marknadsföringsmetod. Därmed, redogör denna rapport för en mer reglerad spelplan där användarna får en bättre överblick och kontroll över hur deras användardata utnyttjas, samt en mindre inskränkt åsiktspåverkan, vilket är något som skulle kunna ske genom knappnålsfin riktad marknadsföring. Dock är utvecklingen för programmatisk reklam förutspådd ljus, då andra områden inom medielandskapet kommer att genomsyras av denna teknologi i framtiden
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Nouis, Meagan. "Manufactured Authenticity: How Beauty Brands UseConsumers' Content to Communicate Branding Messages." Thesis, Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-86683.
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While beauty brands are often known to set industry trends, the consumers pave the way forbranding communications on social media. Companies have adapted their marketing strategies tobuild interactivity into their branding outreach. Therefore, this study answers the question, “Howdo beauty brands utilize consumer posts to convey branding messages?” To answer this, acontent analysis was performed using two sets of data: brand posts (n=314) from July 2019 andJanuary 2020, and consumer posts (n=100) which tagged the beauty brands. Using consumerculture theory, the study examines several themes, including branding messages, consumerengagement, and brand authenticity. Results reveal that beauty brands typically use consumerproducedcontent to convey experiential or user-centered branding messages, while companyproducedcontent most often includes informative and emotional messages. Further discussed isthe inclusion of Calls-to-Action (CTAs) which brands use to encourage user engagement. Thisstudy found a significant correlation between posts with CTAs and increased numbers in Likesand comments; however, these numbers are often misleading and represent manufacturedengagement. At the same time, users were found to engage more with the brands whenincentives or self-promotion opportunities were available.
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Fürsten, Cardell Joshua, and Maya Källström. "Maskininlärning inom digital marknadsföring : En studie om hur maskininlärning hjälper eller stjälper digitala marknadsföringsbyråer, och vilka faktorer som bör tas i beaktning vid användning av maskininlärning." Thesis, Södertörns högskola, Medieteknik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-44948.
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Problem: Although AI tools have come to facilitate and influence digital marketing in several ways, there is a continuing need for research on how AI can alleviate marketing problems and how the use of AI tools for marketing purposes can be facilitated for digital marketing agencies. Purpose: The purpose of the study is to demonstrate how and why machine learning can both benefit and harm digital marketing agencies, as well as what factors digital marketing agencies need to take into account if they intend to use machine learning in digital marketing. Method: The study is based on a qualitative research strategy, with an inductive approach where six semi-structured interviews were conducted. Semi-structured interviews have been conducted to create flexibility in the individual being interviewed, and thus new insights and thoughts can arise. Thematic analysis has been used as an analysis method for the study, where the focus was aimed on identifying patterns and themes. Conclusion: Machine learning can benefit digital marketing agencies in digital marketing by streamlining work procedures by processing data and information, freeing up time for employees and also gaining the opportunity to achieve competitive advantage. Machine learning can harm digital marketing agencies in digital marketing by excluding human participants in the work system, reducing trust in the organization and creating discomfort with active personalization if used unethically. Factors that should be taken into account by digital marketing agencies if they intend to use machine learning in digital marketing are, that digital marketing agencies can not replace human interaction, human integrity is important insofar as digital marketing agencies follow laws and regulations, the size of the business determines which priorities is made between using previous knowledge and new technology, organizations need to be transparent and AI must be used throughout the organization in order for the organization to benefit in the long termProblem: Trots att AI-verktyg har kommit att underlätta samt påverka den digitala marknadsföringen på flertalet olika sätt, så finns det ett fortsatt behov för forskning kring hur AI kan underlätta marknadsföringsproblem samt hur användningen av AI-verktyg i marknadsföringssyfte kan underlättas för digitala marknadsföringsbyråer. Syfte: Studiens syfte är att påvisa hur och varför maskininlärning både hjälper och stjälper digitala marknadsföringsbyråer, samt vilka faktorer som digitala marknadsföringsbyråer behöver ta i beaktning om de avser att använda maskininlärning inom digital marknadsföring. Metod: Studien utgår från en kvalitativ forskningsstrategi, med ett induktivt tillvägagångssätt där sex genomförda semistrukturerade intervjuer utförts. Semistrukturerade intervjuer har genomförts för att skapa flexibilitet hos individen som blir intervjuad, och således kan nya insikter och tankar uppstå. Tematisk analys har använts som analysmetod för studien, där fokus legat på att identifiera mönster och teman. Slutsats: Maskininlärning hjälper digitala marknadsföringsbyråer inom digital marknadsföring med att effektivisera arbetsprocesser genom att bearbeta data och information, frigöra tid för anställda samt möjligheten att erhålla konkurrensfördelar. Maskininlärning stjälper digitala marknadsföringsbyråer inom digital marknadsföring genom att exkludera mänskliga deltagare inom arbetssystemet, minska förtroende för organisationen samt skapa obehag vid aktiv personalisering om det används oetiskt. Faktorer som bör tas i beaktning av digitala marknadsföringsbyråer om de avser att använda maskininlärning inom digital marknadsföring är att digitala marknadsföringsbyråer inte kan ersätta mänsklig interaktion, mänsklig integritet är viktigt i det mån att digitala marknadsföringsbyråer efterföljer lagar och regler, storleken av verksamheten avgör vilka prioriteringar som görs mellan att nyttja tidigare kunskap och ny teknologi, organisationer behöver vara transparenta och AI måste nyttjas genomgående i organisationen för att organisationen ska gynnas på lång sikt.
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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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Eld, Stephan, and Alexander Gidebratt. "Klicka här för gemenskap : Hur interaktivitet skapar engagemang och lojalitet." Thesis, Karlstads universitet, Fakulteten för humaniora och samhällsvetenskap (from 2013), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-35042.
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Digital marketing has been changing continuously and rapidly since the introduction of Web 2.0 ten years ago (Lin, Li, Deng, & Lee, 2013). Companies are now engaging their users in their digital marketing by providing with interactive contents in digital campaigns. The digital campaigns are getting more converge with SNS (social networking sites) in order to let the user share the content with others and therefore the e-WOM (electronic word of mouth) helps the companies digital campaigns to be shared by more users (Moran, Muzellec, & Nolan, 2014). The interactive content in the digital campaigns have shown to provide for engaged users and therefore leads to loyal users. The reason for this has its roots in the culture of consumption that has brought our everyday consumption to a whole new level where we no longer just consumes a product, we are the brand (Davis, 2013). The study, Click here for solidarity, aims to explain the interactive phases and rhetorical elements that companies use to engage the user to interact with the content of the digital campaigns. The study is based on four digital campaigns in four different market areas in order to provide with an overall picture of how companies work with interactive and rhetorical elements. Thus the study falls into the area of marketing and branding. The study is conducted with a qualitative content analysis and a rhetorical analysis in order to interpret the interactive and rhetorical elements in the four digital campaigns. Our goal for this study is therefore not to see to what the digital campaigns in the study has failed on, neither to create a new theoretical framework. Finally, a few conclusions of the interactive and rhetorical elements are drawn. First of all, the study showed that in order to engage users in digital campaigns the content needs to respond fast. The interactive parts, such as toolbars and various clickable icons, needs to engage the user. Also, the digital campaigns in the study all showed the rhetorical element pathos, which appeared in their attempts to persuade the user. Thus makes the rhetorical elements in the digital campaigns important so that the users will feel an urge to engage with the content.
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Zavaleta, Arévalo Samantha Michelle. "Contenido efímero visual en Instagram como herramienta de marketing digital en el posicionamiento de marcas peruanas de ropa trendy juvenil para mujeres en Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/652843.
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Las innovaciones en las redes sociales han cambiado el comportamiento del consumidor y han permitido que éste se involucre con sus marcas preferidas a través de las mismas. Esto se manifiesta evidentemente en los millenials que participan activamente en las páginas sociales ya sea a través de Instagram Facebook u otra. Estos cambios se generan en base a que los consumidores están buscando nuevas sensaciones y emociones. De esta manera, muchas de las marcas millenials están desarrollando contenido efímero en Instagram para generar vínculos con el cliente y que estos no solo sean clientes sino parte de la marca. Como consecuencia se busca posicionar la marca buscando la diferenciación de la misma y la fidelización y satisfacción del cliente.
En consecuencia, el presente trabajo investiga la relación entre el contenido efímero de Instagram como herramienta para el posicionamiento de las marcas trendy de moda juvenil en Lima de las consumidoras de 18 a 30 años de NSE B que residen en Lima Metropolitana desarrollan, en base a la aplicación de tres dimensiones del posicionamiento; la diferenciación del producto, la fidelización y la satisfacción del cliente. Las variables que interactúan a partir del tema son: contenido efímero de Instagram y posicionamiento de la marca las que son analizadas mediante metodología cualitativa y cuantitativa a fin de conocer la relación entre ambas variables.Social networks innovation have changed consumer behavior and have allowed consumers to engage with their preferred brands through them. This is evidently manifested in millennials who actively participate in social pages either through Instagram, Facebook or other. These changes are generated on the basis that consumers are looking for new sensations and emotions. In this way, many of the millennial brands are developing ephemeral content on Instagram to generate links with the customer and that these are not only customers but part of the brand. As a consequence, it seeks to position the brand seeking its differentiation and customer loyalty and satisfaction. Consequently, the following work investigates the relationship between the ephemeral content of Instagram as a tool for the positioning of trendy youth fashion brands by the consumers of 18 to 30 years of NSE B who reside in Lima develop, based on the application of three dimensions of positioning; product differentiation, loyalty and customer satisfaction. The variables that interact from the topic are: ephemeral content of Instagram and brand positioning which are analyzed using qualitative and quantitative methodology in order to know the relationship between both variables.
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Critchlow, Nathan. "An investigation into digital alcohol marketing and user-created alcohol promotion, and the association with young adult's alcohol-related knowledge, attitudes, and behaviour." Thesis, University of Stirling, 2017. http://hdl.handle.net/1893/25798.
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Context: There are two ways that digital media may influence alcohol use. The first is commercial alcohol marketing. The second is user-created alcohol promotion, defined as content distributed through new media that promotes consumption, but independent of commercial marketing. This thesis explores how both types of content promote alcohol, what association there is between exposure and alcohol-related attitudes and behaviour, and the differences between marketing and user-created promotion. Method: A mixed method design was employed, divided into two studies. The first was a content analysis of the design features, topical references, and messages suggested about alcohol in digital marketing and user-created promotion on Facebook, Twitter, and YouTube. The second was a cross-sectional survey with young adults (n = 405). This measured awareness of, and participation with, digital marketing and user-created promotion, and the association with consumption, higher-risk drinking, brand recall, expectancies, and drinking motives. Results: The content analysis found that digital marketing had personalised designs which contained subtle and positive messages about consumption, whereas user-created promotion had simpler designs, displayed little ethical practice, and contained overt messages about higher-risk drinking. The cross-sectional survey found that young adults were aware of, and participating with, both digital marketing and user-created promotion, with exposure greater for the latter. Exposure to both types of content was positively associated with alcohol use, higher-risk consumption, and drinking intentions. User-created promotion had a stronger association with all outcomes than marketing. The association between exposure and consumption, for both types of content, was mediated through drinking motives and expectancies. Conclusion: Young adults are aware of, and participating with, a range of digital marketing and user-created promotion. That such exposure is associated with alcohol-related attitudes and behaviour highlights the potential of new media to influence alcohol consumption. Further research is required to better understand young people’s experience with digital media and the challenges of addressing online health risk messages.
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Johansson, Nelli, Emma Törnberg, and Frida Möllberg. "Innehållsmarknadsföring på Instagram : En kvalitativ studie om Millennials resonemang kring klädföretag." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-26609.
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Fördelarna som kommer genom marknadsföring på sociala medier är många men företag behöver bli mer innovativa för att stå ut i mängden. Genom kommunikationen i digital marknadsföring så har integreringen mellan företag och kunder förbättrats. Numera söker konsumenter efter någon form av underhållning i marknadsföringen för att först reagera och sedan dela med sig av innehållet till andra. Innehållsmarknadsföring, som är en del av varumärkeskommunikationen, handlar främst om att tillgodose konsumenternas behov som skapar engagemang och värde genom att kommunicera ut företagets innehåll utan att ha fokus på att sälja produkter. Syftet med innehållsmarknadsföring är att vidare använda sig av innehåll som lockar konsumenten i stället för att det tvingas på konsumenten. Generationen millennials förväntar sig att företag ska kommunicera med sina kunder på sociala medier. Majoriteten av millenials identifierar även modetrender genom mötesplatser online, vilket är mer än andra generationer. Detta för att generationen är involverad i informationsutbyte och inköp online mer än någon annan generation samt mest tekniska. Huvudfokuset i denna uppsats är att undersöka millennials resonemang kring klädföretags innehållsmarknadsföring på Instagram. Uppsatsen kommer fram till attribut som är viktiga för företag att värdera i sitt formande av innehållsmarknadsföring. Denna studie har tillämpat en kvalitativ metod i form av fokusgrupper där det empiriska materialet samlats in. Studien har utgått från respondenter inom generationen millennials. Resultatet visar att företag måste stå ut i mängden genom att vara relaterbara med konsumenten. Detta resultat tyder på att innehållsmarknadsföring är ett viktigt verktyg för företag att integrera med potentiella konsumenter.The benefits that come from marketing on social media are many, but companies need to become more innovative to stand out from the crowd. Through communication in digital marketing, the integration between companies and customers has improved. Nowadays, consumers are looking for some kind of entertainment in marketing to first react and then share the content with others. Content marketing, which is a part of brand communication, is mainly about meeting consumers' needs that create commitment and value by communicating the company's content without focusing on selling products. The purpose of content marketing is to further use content that attracts the consumer instead of forcing it on the consumer. The generation of millennials expects companies to communicate with their customers on social media. The majority of millennials also identify fashion trends through the online brand community, which is more than any other generation. This is because the generation is involved in information exchange and online shopping more than any other generation and is more technical. The main focus of this essay is to examine millennials 'reasoning about clothing companies' content marketing on Instagram. The essay comes to attributes that are important for companies to value in their shaping of content marketing. This study has applied a qualitative method in the form of focus groups where the empirical material has been collected. The study was based on respondents within the millennial generation. The results show that companies must stand out in the crowd by being relatable to the consumer. This result suggests that content marketing is an important tool for companies to integrate with potential consumers. The chosen language in this study is swedish.
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Ramirez, Mercado Estefany Ivonne. "La relación de las estrategias de marketing digital con respecto a la intención de compra de planes nutricionales en personas de 25 a 35 años pertenecientes a Lima Metropolitana." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653043.
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Este trabajo de investigación tiene como objetivo demostrar que la importancia la relación de las estrategias de marketing digital con respecto a la intención de compra de planes nutricionales en Lima metropolitana. Nos enfocaremos en tres marcas en específico, ya que se encuentren de manera digital. Además, el contenido visual que manejan y la información nutricional que ofrecen a sus clientes para la captación y venta de sus productos. A lo largo de la investigación se darán detalles de diversas opiniones del público objetivo primarios, así como expertos de la categoría. De manera que se identificaran los principales hallazgos para que las marcas de planes nutricionales puedan reconocer y trabajar en ello en una mejor estrategia digital.This research work aims to demonstrate the importance of the relationship of digital marketing strategies with respect to the purchase intention of nutritional aircraft in metropolitan Lima. We will focus on three specific brands, as they are found digitally. In addition, the visual content it handles and the nutritional information it offers to its customers for the acquisition and sale of its products. Throughout the investigation details will be given of various opinions of the primary target audience, as well as experts from the category. In order to identify the main findings for brands of nutritional plans, they will be able to recognize and work on a better digital strategy.
Trabajo de investigación
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Eldefors, Miriam, and Hanna Rosvall. "Small but mighty : en kvalitativ studie om lokala designföretags marknadskommunikation." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75341.
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Studiens syfte är att redogöra för, samt få en djupare förståelse kring lokala designföretags marknadskommunikation. Forskningsfrågorna lyder som följande; Vilka kanaler för marknadskommunikation använder sig lokala designföretag av? samt Hur arbetar lokala designföretag med innehåll och formspråk i sin marknadskommunikation? Genom en kvalitativ metod med deduktiv ansats, utfördes åtta semistrukturerade intervjuer med både företagare och experter. Vidare genomfördes en innehållsanalys samt strukturerade observationer av fem företags digitala och sociala kanaler. Resultatet visar på att det finns gemensamma aspekter när det kommer till vilka kanaler samt vilket innehåll som företagen använder och publicerar. Det går även att utläsa att samtliga företag har en tydlig produktorientering i sin kommunikation. Formspråket baseras dock på företagens egen estetik. Slutligen presenteras studiens resultat i en modell, som utgår från Shannon-Weavers kommunikationsmodell från 1948 och förslag för framtida forskning tydliggörs.The purpose of this study was to describe, as well as gain a deeper understanding of local design companies' marketing communication. The research questions were as follows: Which channels for marketing communication do local design companies use? and How does local design companies work with content and design languages in their market communication? Through a qualitative method of deduction, eight semistructured interviews were conducted with both entrepreneurs and experts. Furthermore, a content analysis and structured observations were conducted of five companies' digital and social channels. The result shows that there are common aspects when it comes to which channels and what content companies use and publish. It is also possible to read that all companies have a clear product orientation in their communication. The design language is based on the company's own aesthetics. Finally, the study results are presented in a model, based on Shannon-Weaver's communication model from 1948, and proposals for future research are clarified.
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Pereira, Vicente Maria Claro. "O uso do Instagram e dos influenciadores digitais na participação em eventos." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19998.
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Mestrado em MarketingAtualmente, os eventos são utilizados como uma ferramenta de marketing para as empresas como meio de troca de mensagens, de comunicação ou para promover produtos e serviços. Sendo os eventos, um mercado que tem vindo a emergir nos últimos anos, faz todo o sentido para as marcas apostarem neste segmento. Para tal, como forma de potenciar a participação nos eventos, analisou-se a rede social Instagram, que tem vindo a ganhar um importante crescimento nos últimos anos. Assim, esta investigação tem como principal objetivo analisar como o uso do Instagram e dos influenciadores digitais potenciam a participação nos eventos para um público jovem adulto. Para dar respostas ao objetivo, recorreu-se a dados secundários, apresentados numa revisão de literatura detalhada e a dados primários obtidos através de um inquérito online respondido por 119 inquiridos de uma amostra de conveniência. No geral, os inquiridos demonstraram ser mais cativados pelos conteúdos visuais, quer nas páginas de eventos quer pelos influenciadores digitais sendo que nestes as características mais importantes são a credibilidade, honestidade e sinceridade. No geral a faixa etária mais nova, 14-18 anos, sente-se mais cativada pelo Instagram Direct como conteúdo nas páginas de eventos, assim como, a característica que consideram mais relevante num influenciador é a sinceridade. As conclusões obtidas nesta investigação são relevantes para a estratégia de comunicação digital das marcas, uma vez que permite que estas adaptem os conteúdos que partilham consoante o público-alvo que pretendem atingir, tendo em consideração a atitude de cada grupo face ao diferente tipo de evento.
Nowadays, events are used as a marketing tool for companies as means of messaging, communication or even to promote products and services. Since events constitute a market that has been emerging in recent years, it makes perfect sense for brands to bet on this segment. To that end, and as a way to enhance the image of a company and the participation in the events, the social network Instagram was analyzed, as it has been growing significantly in recent years. Therefore, the main objective of this research is to analyse how Instagram and Digital Influencers can influence event participation for a young adult audience. To provide answers to the proposed objective we used secondary data, presented in a detailed literature review, as well as primary data obtained through an online survey answered by 119 respondents. In general, respondents were shown to be most captivated by visual content, ranging from event brand pages to digital influencers, and the most important features for them were credibility, honesty, and sincerity. Overall, the younger age group (14-18) had the most interest in Instagram Direct as a form of content on branded event pages, alongside the level of sincerity in an influencer. The conclusions obtained in this research are very relevant to the brands' digital communication strategy, since it allows them to adapt the content they share accordingly with the target audience they intend to reach, taking into account the attitude of each group towards a different type of event.
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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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Avdijaj, Sabrije, and Tony Shabanaj. "Omnikanal : Att skapa en sömlös upplevelse för sina kunder." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-52781.
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Syftet med denna uppsats är att skapa en förståelse för hur svenska företag kan använda sig av omnikanal för att skapa en sömlös shoppingupplevelse för sina kunder genom att analysera hur företag kan integrera traditionella och digitala försäljningskanaler, vilka fördelar och nackdelar som integrationen medför, samt hur företag kan använda sig av innehållsmarknadsföring i sitt omnikanalsarbete för att förmedla personliga budskap till sina konsumenter. Med koppling till syftet har vi valt följande forskningsfråga: Hur kan företag inom detaljhandeln använda sig av omnikanal för att skapa en sömlös shoppingupplevelse för sina kunder? Denna uppsats är baserad på en kvalitativ forskningsmetod då vi ville skapa en djupare förståelse kring ämnet omnikanal. Under uppsatsen gång har vi arbetat parallellt med teori och empiri, vilket innebär att vi har haft ett växelspel mellan induktion och deduktion. Informationsinsamlingen har skett genom primärdata och sekundärdata där det empiriska materialet samlades in genom fem semistrukturerade intervjuer. Genom uppsatsens gång har vi insett att digitaliseringen av detaljhandeln är ett obestridligt fenomen. Dock får man inte glömma bort den fysiska butikens viktiga roll, i synnerhet som en marknadsföringskanal för dagens detaljhandlare. Konsumenter har blivit allt mer pålästa och förväntar sig idag en enhetlig shoppingupplevelse som rör sig genom samtliga försäljningskanaler. För att skapa förutsättningar för omnikanaler behöver företag ta till en kundcentrerad strategi där de satsar tid och resurser på strukturella förändringar och tekniska investeringar. Vi ser vidare att företag som inte väljer att anpassa sig till den moderna konsumenten och inte kan erbjuda en sömlös shoppingupplevelse riskerar att hamna på efterkälken.The purpose of this study has been to create a deeper understanding of how Swedish companies can use omnichannel to create a seamless shopping experience for their customers by analyzing the integration between traditional and digital sales channels, the advantages and disadvantages the integration induce, as well as how companies can use content marketing when working with omnichannel to convey personalized messages to their consumers. In relation to the purpose, we have chosen the following research question: How can companies within retail use omnichannel to create a seamless shopping experience for their customers? This study has a qualitative research methodology due to the fact that we wanted to create a deeper understanding of the subject omnichannel. We have during the process of the study worked in parallel with our theoretical and empirical information, which has led to interplay between induction and deduction. The information has been collected through primary and secondary sources and the empirical material has been collected by conducting five semi-structured interviews. We have, in our analysis, pointed out that while the digitalization of the retail industry is an indisputable phenomenon, there is a need to emphasize that physical stores still play an important role for retailers today, particularly in acting as a marketing channel for their brand. Customers are getting smarter with more access to information and the modern customer expects a seamless shopping experience across all sale channels. To create conditions for an omnichannel outlook, companies need to take on a customer-centric strategy where they invest time and resources in structural changes and technical investments. We also emphasize that companies risk falling behind if they choose not to adapt to the modern customer and are unable to offer a seamless shopping experience.
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Bergh, Albin. "Innehållet räknas : När marknadsföring skapar varumärkestillit och varumärkeslojalitet." Thesis, Karlstads universitet, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-70943.
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How and what companies publishes on social media have become more important. Different types of post generate different type of effects and if companies want to create brand loyalty and brand trust they must take this in consideration. Consumers want to be reached by content that is personal, they also want to feel that the companies deliver something of value. Content marketing deals with this aspect and focus on helping, informing and entertaining the recipients. This study examines informative, personal and entertaining posts and how they affect brand trust and brand loyalty. A quantitative method have been used in this study and a survey was used to gather data. 150 respondents answered the survey and the data was analysed with a bivariate and multivariate method in the statistic programme SPSS. The result of the study show that all three types of posts are important to use if companies publish posts on social media. The study contributes with knowledge of informative, personal and entertaining post and what effect they have on brand trust and brand loyalty. Informative and personal types of post have a significant and positive effect on brand trust. Brand loyalty is affected by all three types of post and the effects is positive.Hur och vad företag publicerar på sociala medier har blivit allt viktigare. Olika typer av inlägg genererar olika effekter och vill företag skapa varumärkestillit och varumärkeslojalitet måste de ha detta i beaktande. Konsumenter vill bli nådda av innehåll som känns personligt och känna att företagen levererar något värdebringande. Innehållsmarknadsföring behandlar denna aspekt och fokuserar på att hjälpa, informera och underhålla mottagarna. Denna studie undersöker typerna av inlägg, informerande, personliga och underhållande och hur de påverkar varumärkestillit och varumärkeslojalitet. I studien har en kvantitativ metod använts och en enkätundersökning användes för att samla in data. 150 respondenter besvarade enkäten och data analyserades därefter med en bivariat analys samt multivariata analyser i statistikprogrammet SPSS. Studiens resultat visar att alla typerna av inlägg är viktiga att använda om företag publicerar inlägg på sociala medier. Studien bidrar med kunskap om vilka effekter informerande, personliga och underhållande inlägg har på varumärkestillit och varumärkeslojalitet. Informerande och personliga inlägg har en signifikant och en positiv effekt på varumärkestillit. När det gäller varumärkeslojalitet anses alla tre typerna av inlägg vara signifikanta samt att de har en positiv effekt på varumärkeslojalitet.
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Andersson, Linda, and Emma Einarsson. "Företagsbloggen - ett digitalt skyltfönster." Thesis, Malmö universitet, Fakulteten för teknik och samhälle (TS), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-20806.
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Syftet med detta examensarbete är att undersöka huruvida företagsbloggar kan fungera som en kommunikations- och marknadsföringskanal och undersöka effekterna av en företagsblogg, de positiva, men även om det finns några negativa. Denna undersökning kan vara till användning för företag som planerar att starta en företagsblogg genom att ge riktlinjer baserat på trovärdiga källor på hur en företagsblogg kan fungera som ett företags skyltfönster ut mot kunderna.En kvalitativ metod har legat till grund för detta arbete i form av semistrukturerade intervjuer med tre mediaföretag som driver framgångsrika företagsbloggar. Med framgångsrik menar författarna att bloggarna driver mycket trafik och är validerade av någon form av utomstående aktör som ger priser och nomineringar. I detta fall Resumés lista till Årets Byrå 2018 (resumé.se, 2018) eller Expertvalets lista på Sveriges 30 bästa företagsbloggar 2017 (expertvalet.se, 2018).För att komplettera studien har observation av de involverade företagens tre mest trafikeradeblogginlägg även utförts för att kunna ge en inblick av vad som gör bloggarna lönsamma. För att hitta likheter och skillnader mellan företagens intervjusvar och observationerna av bloggartiklarna genomfördes en komparativ analys. Eftersom observationerna har präglats av författarnas tolkningar har hermeneutiken som metod även använts. Studiens teoretiska ramverk innefattar Inbound marketing, Content marketing, SEO - Search Engine Optimization och företagsbloggen som ett CRMverktyg.Studiens slutsatser visar på att företagsbloggen är ett effektivt SEO-verktyg och att det även är ett slagkraftigt verktyg som kan generera kunder och föra dessa närmare ett köp. För att en företagsblogg ska bli lönsam krävs en tydlig och genomarbetad strategi.The purpose of this study is to investigate whether corporate blogs can act as a communication and marketing channel and investigate the impact of a corporate blog, both the positive and the negative. This study can be used for companies planning to start a business blog by providing guidelines based on credible sources of how a company blog can serve as a corporate storefront to customers.A qualitative method has been the basis for this work in form of semi-structured interviews with three media companies that run successful corporate blogs. With success, the authors mean that the blogs attract a lot of traffic and are validated by any kind of third-party player who gives awards and nominations. In this case Resumés list of Årets Byrå 2018 (resumé.se, 2018) and Expertvalets list on Sveriges 30 bästa företagsbloggar 2017 (expertvalet.se, 2018).To complete the study, an observation of the three companies' most visited blog posts has also been conducted to provide an insight into what makes the blogs profitable. In order to find similarities and differences between the corporates answers from the interview and the observations of blog articles, a comparative analysis was conducted. Since the observations have been characterized by the authors' interpretations, hermeneutics methodology was used as well. The theoretical framework of the study includes Inbound Marketing, Content Marketing, SEO - Search Engine Optimization and theCompany Blog as a CRM tool.The study's conclusions indicate that the corporate blog is an effective SEO tool and that it is also a powerful tool that can generate customers and bring them closer to a purchase. In order for a company blog to be profitable, a clear and thorough strategy is required.
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Hedmark, Andrea, Elin Jonsson, and Sandra Karlsson. "Kan innehålla spår av marknadsföring : En kvantitativ studie om hur egenskaper i det digitala innehållet påverkar konsumentens engagemang gentemot ett varumärke." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-53086.
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Frågeställning: Vilka egenskaper i digitalt innehåll engagerar konsumenter i varumärkesrelationer online? Syfte: Syftet med studien är att undersöka hur konsumenter upplever innehåll på digitala plattformar och analysera hur egenskaper i innehållet påverkar deras engagemang gentemot varumärkesrelationer. Egenskaperna som analyseras är personaliserat, underhållande och informativt innehåll. Studien syftar även att kunna tilldela företag väsentlig information om hur de ska agera kring innehållet på digitala plattformar när de interagerar med konsumenter. Metod: För att kunna besvara forskningsfrågan denna studie ämnade undersöka användes en deduktiv forskningsansats med en kvantitativ datainsamlingsmetod. Detta utfördes genom en digital enkätundersökning där kvantitativ primärdata samlades in från totalt 314 respondenter. Slutsats: Studiens resultat visade att det personaliserade innehållet har den största och mest signifikanta effekten för konsumentens engagemang i varumärkesrelationer. Denna oberoende variabel var den enda av totalt tre variabler som hade en signifikant effekt på både det kalkulativa och affektiva engagemanget. Vidare visade sig det underhållande innehållet endast ha en effekt på det affektiva engagemanget medan det informativa innehållet endast hade en signifikant effekt på det kalkulativa engagemanget. Detta leder till en slutsats om att alla studiens oberoende variabler blir viktiga i sig för att uppnå ett varierat innehåll som engagerar på både det affektiva och det kalkulativa planet. En kombination av dessa innehållsegenskaper bör presenteras för att optimera innehållets effekt.Research question: Which characteristics of digital content make consumers committed in brand relationships online? Purpose: The purpose of this study is to investigate how consumers experience content on digital platforms and to analyze how characteristics of said content affect their commitment in relationships to a brand. The study includes an analysis of personalized, entertaining, and informative content. The result aims to provide companies with practical implications on how to work with content on digital platforms when interacting with consumers. Method: In order to answer the research question this study intended to investigate, a deductive research approach was used, with a quantitative data collection method. This was done through a digital survey where quantitative primary data were collected from a total of 314 respondents. Conclusion: The results of the study showed that the personalized content has the largest and most significant effect on consumer commitment in brand relationships. This independent variable was the only one of a total of three variables that had a significant effect on both the calculative and affective commitment. Furthermore, the entertaining content only proved to have an effect on the affective commitment while the informative content only had a significant effect on the calculative commitment. This leads to the conclusion that all the study's independent variables become important in themselves in order to achieve a varied content that commits on both the affective and the calculative level. A combination of these content features should be presented to optimize the effect of the content.
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Månsson, Ludwig, Sheriff Shahen, and Sepehr Gharanfoli. "The Utilization of Social Media Marketing in a B2B context- Marketing Decision-makers Point of View." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-96890.
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To date, the rather new phenomena known as Social Media Marketing (SMM) has caught much attention from researchers and several studies have been conducted prior to resolving how this new phenomenon can be utilized by business-to-business (B2B) organizations. However, existing literature covering SMM has been mainly focused on the business-to-consumer (B2C) perspective, therefore, there is a lack of research in the utilization of SMM in a B2B context. Hence, this bachelor thesis aims to contribute to the theoretical and empirical findings of social media in a B2B context, by uncovering marketing decision-makers point of view and how they work with social media, specifically in the international high-technological and service-oriented sector. The purpose of this research paper is to identify and describe the utilization of SMM together with the positive and negative aspects of it in the B2B context, based on empirical data collected from decision-makers working with marketing, operating in service-oriented international IT-organizations located in Sweden. In order to fulfil the purpose, a qualitative research method was chosen where 7 semi-structured interviews were conducted with marketing decision-makers from 6 international service-oriented B2B companies operating in the IT industry. The decision-makers participating in the study contributed with their experiences and perceptions of social media, concluding that they highly values SMM and emphasizes its importance as it is perceived as significant for all B2B organizations today and as the society is becoming more and more digitized, it will become of even higher importance in the upcoming years. Further, the thesis also found that the decision-makers working with SM use it for three main objectives; Brand awareness, Lead generation and Employer branding. Lastly, based on the empirical findings of this report, some similarities and controversies were discovered in regard to how theory suggests that SMM is used in the B2B environment as well as how the different participants view the usage of SMM.
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Korpimäki, J. (Jasmiina). "The impact of co-creation on a digital health start up’s business model:a case study in the healthcare context." Master's thesis, University of Oulu, 2017. http://urn.fi/URN:NBN:fi:oulu-201706062607.
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The purpose of this qualitative case study is to understand the impact of co-creation on a digital health startup’s business model in the context of healthcare.
The research objective of the study is to examine the form of co-creation and business models within the two chosen digital health startups and specifically how co-creation progresses in them. The main research question is to examine how co-creation impacts a digital health startup’s business model. Theoretically, the impact of co-creation on a startup’s business model is evaluated through the features of co-creation and the nine elements of Business Model Canvas (BMC). The background of the review consists of the constant change of markets and customers’ needs as well as the context of healthcare.
The aim of the study is to provide information about the central criteria of co-creation with which we can evaluate the impact of it on the digital health startup’s business model. The data will be collected through a semi-structured theme interview from the personnel of two chosen startup businesses (n=4) and data will be analysed through content analysis.
According to the findings of the research, co-creation is vital for startups in the context of digital healthcare. The biggest impact of co-creation is that it aids the startup to get into the hospital environment and helps it to understand the environment in which the services are used in. Getting into the hospital environment enables the companies to produce products that fit the customers’ needs, helps them to reach the target market and aids in selling the product, boosts their credibility and engages the customers.
The findings point out that co-creation has a positive impact on the elements of BMC. The only element of BMC with a negative impact is revenue streams. In addition, the central criteria that can evaluate the impact of co-creation on a digital health startup’s business model was identified. The criteria showcased special features of a digital health startup.
This study increases information regarding co-creation in the context of healthcare for different stakeholders involved. The findings can be used to increase the functionality of co-creation and when evaluating the impact of co-creation on a digital health startup’s business model.
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Hallgren, Caroline, and Paula Mamusha. "How can B2B companies improve their customer experience- : By using sensory marketing in a digital context." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-105781.
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Sensory marketing is a broad concept that can be used as a marketing tool. The sensory marketing can be used in different ways and in different environments. The most common use for sensory marketing in a B2C environment where the customer can interact with their senses more.But how do B2B companies comprehend sensory marketing in a digital environment. The use of sensory marketing is a hard marketing tool to use when applying it to the digital environment. Therefore, the purpose of this thesis has been to examine how B2B companies can implicate sensory marketing in digital marketing and how it can affect their brand image. The research questions were to be answered by using qualitative case study where eight different industries within the B2B companies participated in semi-structured interviews. Using the qualitative method to get a more in-depth understanding of how different industries within the B2B companies use sensory marketing is the right choice for collecting correct data. Later in the thesis the collected data is going to be analyzed and discussed with the theory for the purpose to see similarities and differences. The conclusion of this explains to those B2B companies that were interviewed for this thesis, that the use of sensory marketing is not a conscious decision. The companies use vision and hearing as a subconscious method of spreading awareness about the companies. Although the B2B companies feel it's hard to imply for the business the choice of using the other sense is not aucurrent for their business.
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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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Cosme, Carla Beatriz Di Menna Medeiros. "Determinant assessment of viral digital content." Master's thesis, 2015. http://hdl.handle.net/10400.3/3946.
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Dissertação de Mestrado, Gestão de Empresas/MBA, 26 de Fevereiro de 2015, Universidade dos Açores.O facto de que as actividades de eWoM e as novas utilizações da Internet têm surtido mudanças na forma como os indivíduos comunicam tem sido alvo de debate frequente na comunidade académica. Tratam-se de fenómenos aos quais lhes foi reconhecida a capacidade de afectar a reputação de uma empresa e até, em casos extremos, sobrevivência, pois foi verificado que acabariam por alterar profundamente a forma como os indivíduos recolhem a informação de que necessitam para levar a cabo as suas decisões de compra, assim como as suas atitudes e expectativas em geral. Para além disso, atendendo a um uso intensificado das redes sociais digitais, fenómenos virais digitais começaram a emergir, atraindo também a atenção de académicos e negócios enquanto formas potencialmente adequadas e acessíveis de aumentar a notoriedade de uma dada empresa. Assim sendo, também começaram a aparecer estudos que tentam desmistificar que aspectos do conteúdo e que estruturas sociais digitais poderão potenciar a viralidade. Com efeito, o presente estudo pretende aferir se certos pressupostos anteriormente validados como sendo potenciadores da viralidade poderiam ser identificados no caso da página de “Retrospectiva” do Facebook. Tal página foi alvo de uma difusão em massa aquando do seu lançamento, ressalvando assim o interesse em perceber que aspectos relacionados com diferentes perfis de utilizador de Internet e de emoções provocadas pelo conteúdo teriam condicionado as acções tomadas pelos indivíduos. Tal foi testado por via de um inquérito aberto a todos os indivíduos que pretendessem participar, sob condição de terem uma conta no Facebook. As conclusões obtidas acabariam por ressalvar aspectos já anteriormente associados à viralidade, sobretudo contemplando os contributos de Berger e Milkman, mas também sobre a existência de diferentes grupos de indivíduos, com diferentes acções e comportamentos online, o que estará em concordância com contributos já feitos por Brandtzæg. Para além disto, considerações gerais e relativas à utilização da Internet e das redes sociais também foram possíveis à luz dos resultados obtidos, consolidando assim outros aspectos mencionados no decurso da revisão bibliográfica.
ABSTRACT: The fact that eWoM activity and overall Internet use have shaped the way individuals communicate has been subject to a rather intense and frequent debate in the academic community. These phenomena are said to have an impact on companies’ reputations and, at the extreme, survival, as they have been found to be deeply affecting the way individuals gather the information necessary for their purchase decisions, and overall attitudes and expectations. Moreover, in light of an intensified use of social media applications, viral digital phenomena have started to emerge, and have also caught the attention of academics and businesses as potentially good and rather inexpensive ways to enhance a company’s awareness. As such, studies that try to unveil what aspects of content and social structures may help enhance virality, have also started to appear. Thus, the following study aims to test whether previously validated aspects that have been found to make content more eager to virality can be identified, concerning Facebook’s “A look back” page. Accordingly, this feature has experienced widespread diffusion upon its release, making it interesting to see if aspects related to Internet user profiles and content-evoked emotions had conditioned the action that individuals took. This has been tested through the use of a survey open to all willing respondents who held a Facebook account. The obtained results will therefore shed light on some of the previously validated drivers of diffusion, mainly set out by Berger and Milkman, but also on the fact that, indeed, there are different sets of individuals, with different online actions and behavior predispositions, as already noted by Brandtzæg. Nevertheless, further considerations regarding Internet and social media use may also be found in light of the obtained results, thus reinforcing some of the aspects mentioned in the course of the literature review.
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Salminen, J., Vignesh Yoganathan, J. Corporan, B. J. Jansen, and S. G. Jung. "Machine learning approach to auto-tagging online content for content marketing efficiency: A comparative analysis between methods and content type." 2019. http://hdl.handle.net/10454/17058.
Full textAbstract:
YesAs complex data becomes the norm, greater understanding of machine learning (ML) applications is needed for content marketers. Unstructured data, scattered across platforms in multiple forms, impedes performance and user experience. Automated classification offers a solution to this. We compare three state-of-the-art ML techniques for multilabel classification - Random Forest, K-Nearest Neighbor, and Neural Network - to automatically tag and classify online news articles. Neural Network performs the best, yielding an F1 Score of 70% and provides satisfactory cross-platform applicability on the same organisation's YouTube content. The developed model can automatically label 99.6% of the unlabelled website and 96.1% of the unlabelled YouTube content. Thus, we contribute to marketing literature via comparative evaluation of ML models for multilabel content classification, and cross-channel validation for a different type of content. Results suggest that organisations may optimise ML to auto-tag content across various platforms, opening avenues for aggregated analyses of content performance.
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Kuan, Audrey, and 官欣雨. "Planning Intellectual Property for Marketing Strategies in the Digital Content Industry." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/82055075334946990920.
Full textAbstract:
碩士國立政治大學
智慧財產研究所
94
New Technologies and hypercompetitive market environments have motivated industries and innovators to understand the crucial importance of intellectual property rights. The value and quality of intellectual property is achieved through the use of intellectual property combined with marketing strategies on a worldwide scale. Therefore, it is vital that the role of intellectual property in marketing is sufficiently understood. However, most people are still not aware of the relevant problems. One problem is that the subject of planning intellectual property as an effective tool for marketing has been rarely analyzed in previous studies and accordingly has not even been covered in the field’s education system. The other problem is the lack of any intention in industries to use intellectual property systems or intellectual property as one means of innovation. Consequently, the applications of intellectual property and relevant rights certainly are under-valued and under-exploited. In addition, the most influential technology in the 21st century—the Internet—has turned many businesses upside down, especially in the digital content industry. Also, a digital content product shall not be defined as a tangible asset nor an intangible asset because there are rights from the intellectual property system for the origin of the product—“content” and other rights from the Civil Code for the product itself, these rights make a digital content product become a unique asset. Therefore, the digital content industry is the chosen subject for this research. Obviously, there is a need to distinguish between what actions of planning intellectual property for marketing strategies make the company fly up or dive down and what kind of concerns should be checked. Therefore, this research discusses what kind of preparations a digital content company has to make in order to implement strategic intellectual property management; be able to exercise intellectual property for creating profit; and to determine the most effective application of intellectual property for marketing strategies. Accordingly, this research provides a model for planning intellectual property for marketing strategies. Also, this research hypothetically expands the application of the 4C structure, which is used to distinguish where to pay attention while planning intellectual property for marketing strategies, and so provide useful ideas to the rights owner. After all, if a company makes changes to its organizational infrastructure, this could quickly bring substantive benefit to its economic performance. Furthermore, this research takes Google as an example, since its impact can be seen in news and reports almost everyday, to test the hypothesis and model in this research and to demonstrate how a company can have the opportunity and ability to create economic value from its intellectual property. Finally, the preliminary conclusions of this research include: (1) intellectual property concepts should be applied in “marketing” and vice versa; (2) the most primary concept for strategic intellectual property management is an organizational infrastructure integrating the groundwork of IP management; (3) the 4C structure can be used to analyze decisions of planning and exercising intellectual property; and (4) a digital content product can be analyzed through the product life cycle and the 4C structure.
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Chen, Jung-shan, and 陳蓉珊. "A Study on the Digital Content Marketing-an Example of Biotech Company." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/7r6frg.
Full textAbstract:
碩士朝陽科技大學
企業管理系碩士班
94
The Internet has created a new era. The more people use the network, the more enterprises rely on the Internet. Information technology (IT) can better marketing campaign through digitalizing creativities, commodities and service. In addition to that, IT can help businesses to interact with customers by the ways of high efficiency and low cost. The utilization of IT gives the way of improving competition to enterprises. This study is about the utilization and development of digital content marketing campaign. Through integration of technical literatures and actual analysis of cases study, this study concludes six sorts of digital content marketing campaign, which are planning of special website, the search engine marketing, the email marketing, the network advertisement, the network group, and the electronic commercial business. The effective construction was developed as following: to enhance the interaction with consumer effectively, to collect customer data effectively, to promote corporate brand name and image on the website, to increase the benefit of network advertisement and to create great sale achievements. This study was verified by proposition in order to understand the relationship between digital content marketing campaign and benefit result. The research discovered that correlation of interaction was existed between digital content marketing campaign and activity benefit. The conclusion from most adopted viewpoint, methodology and theory were meet each other. Nevertheless, part of digital content marketing campaigns will be different due to the problems of business resources and capabilities. Therefore, digitalization is a tendency to a company. However, only integrating relevant resources, utilizing network technology, transforming industrial knowledge into digitalization and implementing innovative and creative digital content marketing, can substantially improve the competitive ability of business.
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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.
Full textAbstract:
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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Marques, Celso André de Jesus. "Examining good practices in digital content marketing: a study on Portuguese hotel blogs." Master's thesis, 2021. http://hdl.handle.net/10400.1/17663.
Full textAbstract:
Este estudo examina o uso do marketing de conteúdo digital por parte de hotéis portugueses nos seus blogues. São analisadas boas práticas que a literatura aponta que devem ser utilizadas em blogues para que estes sejam bem-sucedidos na relação com o utilizador. Estas boas práticas sustentam-se no uso de aspetos específicos que beneficiam a gestão do blogue. O estudo oferece uma visão do nível da adoção dessas boas práticas/aspetos por parte de 22 hotéis analisados.
O estudo é motivado pela escassez de informação existente sobre hotelaria portuguesa e o uso que esta faz do marketing de conteúdo digital nos seus blogues. Foram encontrados estudos que evidenciam a importância do marketing de conteúdo digital e a sua estreita ligação aos blogues noutras áreas, mas verifica-se uma lacuna na investigação deste tópico aplicado à hotelaria. Desta forma, este estudo centra-se em analisar como o marketing de conteúdo digital é utilizado nos blogues de hotéis portugueses.
Os dados foram recolhidos através de um website gerido pelo Turismo de Portugal, no qual foi possível extrair-se uma lista de hotéis de 4 e 5 estrelas. Desta forma, foram identificados 198 websites de hotéis de 5 estrelas e 795 websites de hotéis de 4 estrelas, de forma a registar todos os hotéis que incorporavam blogues nos seus sites. Após esta fase preliminar, foi reunida uma amostra de 22 hotéis com blogues, nos quais se analisou seis dos seus mais recentes artigos/posts. Para o efeito, foi realizada uma análise de conteúdo dos mesmos, com uma aplicação quantitativa. Foram reunidas e analisadas 11 categorias principais e em alguns casos subcategorias, nomeadamente 1) “conteúdo educativo” (webinars, infográficos e e-books), 2) “credibilidade” (nome do autor), 3) “utilidade” (viagens/férias, dicas, lugares a visitar, relacionado ao negócio), 4) “relevância” (categorias), 5) “consistência”, 6) “atual”, 7) “cativante” (podcasts, vídeos, áudio, animações e imagens), 8) “comentários”, 9) “dimensão do texto”, 10) “botões de partilha” e 11) “artigos sugeridos”.
A análise permitiu verificar que existe uma escassez de hotéis de 4 e 5 estrelas em Portugal com blogue no seu website, de acordo com os critérios usados no presente estudo. Além disso, algumas das categorias analisadas, como “conteúdo educacional” e suas subcategorias, nomeadamente webinars, infográficos e e-books, não estão a ser utilizados pelos blogues dos hotéis analisados. Ademais, na categoria analisada onde se tenta perceber se o conteúdo é “cativante” (engaging), relativamente às suas subcategorias, nomeadamente podcasts, vídeos, áudio, animações e imagens, concluiu-se que esta última subcategoria (imagens) é a mais adotada pela grande maioria dos hotéis nos posts dos seus blogues. Verificou-se que dos 22 hotéis, 21 (95%) utilizam imagens nos seus blogues. O uso das outras subcategorias é quase residual.
Embora a literatura aponte como importante exibir o nome do autor do post/artigo no final do mesmo como forma de dar mais credibilidade, apenas 4 blogues (18%) incluem esta característica.
Relativamente à atenção dada ao grau de “utilidade” (value) dos posts para os utilizadores, verificou-se que apenas 2 dos blogues analisados (9%) fazem melhor uso desta característica de forma consistente. Cerca de 41% recorrem a esta boa prática mas não de forma consistente.
Com respeito à característica que indica que o blogue deve dar a possibilidade ao utilizador de escolher entre diferentes categorias (relevância), verificou-se que apenas 7 hotéis (32%) fazem uso desta opção.
Verificou-se também que é importante que os blogues façam uma partilha regular de posts/artigos. Nesta categoria foi verificada a sua consistência ao longo do tempo. Os resultados apontam que 7 blogues (32%) partilham posts de forma consistente.
Analisou-se se os blogues partilham posts que sejam atuais e que estejam ligados a eventos recentes. Verificou-se que 16 blogues (73%) partilharam posts que aplicam esta boa prática de marketing de conteúdo digital.
Relativamente à característica que se refere à possibilidade de os utilizadores deixarem comentários nos posts, constatou-se que apenas 2 blogues (9%) permitem que o utilizador deixe comentários, o que não é consistente com a ideia de interatividade esperada ao nível do marketing de conteúdos digitais aplicado aos blogues.
Com respeito à dimensão do texto dos posts, a literatura enfatiza a recomendação de que estes devem ter um mínimo de extensão de 500 palavras. Nesta característica, “dimensão do texto”, verificou-se que apenas 2 blogues (9%) são consistentes em todos os posts analisados. Embora alguns blogues partilhem artigos que respeitam este número de palavras, estes não são consistentes em todos os posts analisados Analisou-se se os blogues dos hotéis incorporavam um botão (share button) diretamente nos posts que permitisse a que os utilizadores pudessem partilhar o post nas suas redes sociais. Aqui analisaram-se 3 redes sociais diferentes, nomeadamente Facebook, LinkedIn e Twitter, assim como a possibilidade de partilha via email. Constatou-se que 9 blogues (41%) permitem partilhar artigos diretamente no Facebook, seguido pelo Twitter, com 8 blogs (36%), LinkedIn com 6 blogs (27%) e e-mail com 5 blogs (23%).
Os resultados indicam também se os blogues fazem a sugestão de leitura de outros posts relacionado no próprio post que o utilizador leia. Desta forma, observou-se que 16 blogues (73%) aplicam esta boa prática.
Este estudo revelou que as boas práticas analisadas são importantes para que os hotéis possam otimizar os seus blogues a nível da estratégia de comunicação digital, por conseguinte, tornar a sua relação com os utilizadores mais próxima. Do que foi analisado, constata-se que nenhum blogue reúne todas as categorias e subcategorias examinadas. No entanto, existem pelo menos 2 hotéis que sobressaem em comparação com os demais, como aplicando o maior número de boas práticas de marketing de conteúdos digitais em blogues. De uma forma geral, a maioria dos blogues não segue as práticas recomendadas na literatura de forma consistente, não estando, dessa forma, a usufruir de todos os benefícios de uma estratégia de comunicação digital por via desta ferramenta.
Este estudo contribui para a literatura de marketing de conteúdo digital com aplicação em blogues de hotéis. Preenche uma lacuna existente ao nível do conhecimento, investigando de forma exaustiva o uso do marketing de conteúdo digital no uso de blogues que geridos por hotéis de 4 e 5 estrelas em Portugal. A metodologia usada pode ser usada no futuro no âmbito de outras tipologias de alojamento. Além disso, esta investigação enfatiza para a importância do uso de blogues de forma consistente e estruturada. Recomendações de marketing são oferecidas com o foco na gestão de marketing de hotéis com recurso a blogues.The main objective of this study is to examine if companies such as hotels follow the best practices recommended in digital content marketing (DCM) literature in relation to their blogs. More specifically, it is intended to analyze if the content shared by Portuguese hotels on their blogs adhere to the elements that literature highlights as important for developing engagement with the audience. In so doing, 22 hotel blogs were compared by highlighting the ones that follow the best practices and the reverse situation. This study is motivated by the scarcity of existing research on Portuguese hotels and their use of digital content marketing on their blogs. A content analysis approach using 11 categories (characteristics identified in literature) revealed that the good practices analyzed are important so that hotels optimize their blogs and, therefore, improve their relationship with users. The findings show that no blog brings together all the good practices examined. Of all the hotels studied, 2 hotel blogs stand out in comparison to the others by implementing the characteristics that literature points out as relevant in a good digital communication strategy via blogs. In general, the majority of blogs do not follow the practices recommended in literature in a consistent way, and therefore are not optimizing their blogs as a communication tool. This study contributes significantly to the digital content marketing literature with application on hotel blogs. It fills an existing research gap, by examining the use of digital content marketing via blogs in a hospitality context, with a focus on 4 and 5 star hotels. As a result, this research offers marketing recommendations addressed to hotels, considering the use of DCM with regards to blogs.
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Costa, Carla. "A importância da análise de dados nas estratégias de Content Marketing da empresa Best Content." Master's thesis, 2020. http://hdl.handle.net/10400.26/33184.
Full textAbstract:
O presente relatório surge como resultado da realização de um estágio curricular na empresa Best Content, no âmbito do mestrado em Direção Comercial e Marketing, ocorrido durante o período compreendido entre 14 de outubro e 23 de dezembro de 2019.
A Best Content foi criada em 2017 e pode ser caraterizada como uma startup da área do marketing de conteúdo, encontrando-se a desenvolver um software que permite dar apoio às empresas na elaboração e execução das suas estratégias de content marketing.
Nos últimos tempos, tem-se vindo a perceber a importância da análise de dados para o content marketing. Contudo, ainda poucas empresas utilizam os dados como fonte de conhecimento para enriquecerem as suas estratégias.
Deste modo, as atividades desenvolvidas no estágio centraram-se em torno da aplicação da análise de dados ao contexto do content marketing, dado esta ser uma área que a empresa considera vital para o seu bom desempenho futuro e que ainda se encontrava pouco explorada.
Além disso, foi realizado um estudo empírico com o objetivo de otimizar a produção de conteúdos para o blog da empresa sobre a temática marketing digital, recorrendo à análise dos dados disponibilizados pelo software da empresa. O estudo foi realizado segundo uma metodologia exploratória e qualitativa, tendo-se recorrido à análise de conteúdo como principal técnica de recolha de dados.
Em suma, a realização do presente trabalho permitiu verificar e demonstrar o contributo positivo que a análise de dados fornece para a elaboração de estratégias de content marketing.
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chia, Hunang wei, and 黃暐嘉. "Digital content industry, micro-film story of marketing, brand marketing consumer experience to explore the transfer of happiness." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/89283251955409637484.
Full textAbstract:
碩士大仁科技大學
文化創意產業研究所
103
According to Micro Movie Association, the annual growth rate of microfilm in these few years has increased to 100% . With the conclsion that we know from 2013 to 2015 was the goden years for microfilms. What are the marketing effectiveness of the reputation and communicating effect of micro-film under synergistic effects of internet and mass media? Film company investors and marketing personnel are able to evaluate the audiences ’responses and feedback directly by reading the online messages(comment) area. They can also analyze whether optimal advertising effect, brand marketing efficacy and consumer experience of whether happiness can be propagated after viewing the micro-film. In our study, each participants are required to answer our questionnaire after watching the microfilm. Investigation and analysis are undertaken to verify whether micro-film story of marketing, brand marketing consumer experience and happiness were transferred to our participants after watching the microfilm. Our study is conducted via questionnaire design method, and via empirical research and verification revealed the following results: 1) effective micro-film story of marketing has positive effects on brand marketing and their correlation is statistical significant,2) brand marketing has positive effects on consumer experience and their correlation is statistical significant,3) consumer experience has positive effects on their experience of happiness after viewing the microfilm and their correlation is statistical significant, 4) consumer’s experience has positive effects on micro-film story of marketing and their correlation is statistical significant.
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Azevedo, Sabrina Marques. "Marketing Digital : conteúdos para media sociais." Master's thesis, 2020. http://hdl.handle.net/10400.14/31038.
Full textAbstract:
Com o surgimento das novas tecnologias, emergiram os prosumers, consumidores
informados e exigentes que querem participar de forma ativa nos processos das marcas,
migrando para meios interativos como as redes sociais, onde conseguem ter uma voz ativa.
Assim sendo, as empresas têm de acompanhar esta tendência e destacar-se através da criação
de conteúdos relevantes e diferenciadores. Deste modo, o presente relatório de estágio tem
o propósito de estudar a relação dos conteúdos dos media sociais, nomeadamente das redes
sociais, com o reconhecimento de uma marca/empresa.
.
No âmbito do estágio efetuado na Buzina – Negócios Digitais, Lda, surgiu a
oportunidade de responder à questão de investigação: “Como é que as estratégias dos media
sociais contribuem para o reconhecimento de uma marca?”, recorrendo, para isso, ao estudo
de caso da empresa Famafar Unipessoal, Lda.
Com base na análise (interna e externa) da empresa, emergiu a oportunidade de criar
uma estratégia de marketing digital, recorrendo a estratégias de content marketing para o
blog, Facebook e Instagram da Famafar Unipessoal, Lda. Posto isto, e com base na fórmula
B.E.S.T, foram desenvolvidas estratégias de marketing de conteúdo que geraram
visibilidade, impacto, recall da empresa e engagement, resultando no reconhecimento.
Através da metodologia da Investigação-ação, observou-se e acompanhou-se todo o
processo de perto, reformulando-o, à luz dos dados obtidos. Dados esses conseguidos através
de estatísticas provenientes do Google Analytics, Facebook Analytics (Pixel) e estatísticas
do Instagram. Assim, com base nos KPI definidos, percebeu-se que é possível aumentar o
reconhecimento de uma marca/empresa através da aplicação de estratégias de marketing de
conteúdo nas suas redes socais e blog e que, para maximizar os resultados, estes têm de estar
integrados com as restantes iniciativas estratégicas da empresa/marca.The advent of new technologies has led to the emergence of prosumers, informed and demanding consumers who want to participate actively in the processes of brands, by using interactive media such as social networks, where they can have an active voice. Therefore, companies have to follow this trend and stand out through the creation of relevant and differentiating content. Thus, this internship report aims to study the relationship between the contents of social media, specifically social networks, with the recognition of the brand/company. As part of an internship at Buzina - Negócios Digitais, Lda, by using the case study of the Famafar Unipessoal, Lda. Company, an opportunity emerged to answer the following research question: “How do social media strategies contribute to the recognition of a brand?”. Based on the company's (internal and external) analysis, a digital marketing strategy was designed, using content marketing strategies for Famafar Unipessoal, Lda's blog, Facebook and Instagram. That said, and based on B.E.S.T. formula, the developed content marketing strategies that generated visibility, impact, company recall and engagement for the company, thus leading to its recognition. Through the Action-Research methodology, the whole process was observed and followed closely, and gradually reformulated, in the light of the data obtained. The data was gathered through statistics from Google Analytics, Facebook Analytics (Pixel) and Instagram statistics. So, based on the defined KPI, the present study concludes that it is possible to increase the recognition of a brand/company through the application of content marketing strategies in their social networks and blog. However, in order to maximize the results, they have to be integrated with the remaining strategic initiatives of the company/brand.
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Harp, Elizabeth Ann. "Best practices in digital branded content for Generation Y : developing effective campaigns in the new era of advertising." 2012. http://hdl.handle.net/2152/19954.
Full textAbstract:
The purpose of this document is to help marketing managers develop a deeper understanding of digital branded content and how it can be effectively targeted at Generation Y (i.e. consumers born between 1977 and 1994). Currently, the information available on digital branded content is scattered across a variety of sources, hence the need to aggregate key insights into digital branded content in one place. This document seeks to give marketing managers who are new to digital branded content an introductory look into this new form of advertising. Generation Y’s anticipated increase in purchasing power makes them an important target market for brands. Due to Generation Y’s constant use of technology, marketing managers must know how to target digital branded content at Generation Y. This document will define digital branded content and discuss its importance in the marketing mix, talk about Generation Y and their consumption patterns, highlight best practices in digital branded content as exhibited by several different organizations, and, finally, give several major recommendations for marketing managers who are interested in producing digital branded content for Generation Y.text