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Dissertations / Theses on the topic 'Marketing de contenu'

Author: Grafiati

Published: 5 June 2025

Last updated: 2 August 2025

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1

Marinov, Boris. ""Processus" et "contenu" dans les stratégies d'innovation : vers une gestion organisationnelle intégrée "marketing et finance"." Nice, 1994. http://www.theses.fr/1994NICE0007.

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L'objectif de cette these est d'etudier le fonctionnement integre au niveau de l'entreprise d'un systeme axe sur le phenomene de l'innovation de produits, de services et de procedes technologiques. Les composantes majeures de ce systeme sont la "renovation" organisationnelle, le "processus" et le "contenu" strategiques en marketing et en finance. Elles sont mises en coherence et en interaction dans le contexte du marche. La premiere partie de la these esquisse les aspects theoriques communs qui caracterisent l'innovation et le processus strategique de l'organisation. L'analyse de la renovation

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Ali, Hussein. "Structure, contenu, fonctionnement et facteurs de contingence des systèmes d'information marketing dans les grandes entreprises." Paris 1, 1996. http://www.theses.fr/1996PA010050.

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La recherche traite les facteurs qui influencent la structure, le contenu et le fonctionnement des systèmes d'information marketing. Selon les facteurs étudiés (structure de l'entreprise, nature des clients, nature des produits, internationalisation des activités), nous présentons les caractéristiques, et le modèle, du système d'information marketing dans : les entreprises centralisées, les entreprises décentralisées, les entreprises industrielles, les entreprises de produits de grande consommation, les entreprises de services, les entreprises multinationales<br>In this research, we study the

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3

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 c

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M, Jagemark Lisa. "Les maux de la traduction : Le marketing de contenu des antidouleurs en traduction : une approche fonctionnaliste." Thesis, Linnéuniversitetet, Institutionen för språk (SPR), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65937.

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The purpose of this master’s thesis, written in French, is to examine some of the challenges that the content marketing genre poses on translation. More specifically, it studies the author’s translation of the medical advice published on the website GammeDolipraneConseils.fr: a site published by the company behind a French line of pain-killers. The functionalist Skopos theory, particularly as described by Christiane Nord, answers for the theoretical background, as well as adding to the understanding of the purpose of the source text. To understand what is being sold, the notion of conceptual m

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Laurendeau, Hélène. "Les effets d'un programme d'information nutritionnelle sur le contenu du panier de provisions /." Thesis, McGill University, 1991. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=59925.

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In 1988, an important Quebec chain of supermarkets organized and sponsored a campaign to promote healthy eating habits and regular physical activity. Six comprehensive articles were published weekly in a free flyer. The hypothesis underlying this study is that the program changes the buying habits of customers, as reflected by the content of their grocery carts. Data were collected at four points in time in one supermarket. Four independent samples of customers (N = 465) answered a brief questionnaire and the descriptive sales slip was used to analyze the food items in their shopping carts. Th

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Lussier, Dominique. "L'évolution de la pratique du placement de produit dans le cinéma québécois: Une analyse de contenu de films produits entre 1990 et 2007." Thesis, University of Ottawa (Canada), 2009. http://hdl.handle.net/10393/28062.

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Cette étude a pour but d'établir le portrait de la pratique du placement de produits dans le cinéma québécois depuis 1990. Plus particulièrement, elle s'attarde à la fréquence des placements de produits ainsi qu'à leur intégration dans le contenu cinématographique. Une analyse de contenu a été effectuée sur un ensemble des films québécois produits entre 1990 et 2007 et ayant connu un succès au box-office québécois. Le codage, effectué par la chercheuse, a été réalisé selon une grille comprenant douze catégories. Les résultats de l'étude indiquent que, durant les années 90, la pratique misait s

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Courquin, Claire. "Contribution a la maitrise de la diffusion d'une innovation technologique : proposition d'une méthode intégrée de conception et de lancement de procédés et produits nouveaux à contenu technologique." Vandoeuvre-les-Nancy, INPL, 1992. http://www.theses.fr/1992INPL105N.

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La difficulté de réussite pour toute entreprise se lançant dans l'innovation technologique est grande. Beaucoup d'échecs sont liés à des problèmes d'ordre marketing et stratégique. C'est pourquoi une équipe de recherche de l'UFR GSI centre ses travaux sur la mise en place de solutions concrètes pour résoudre ces difficultés. Parmi les solutions envisagées, nous proposons ici une nouvelle méthode pratique et qualitative pour répondre au problème précis de marketing du processus d'innovation technologique de divers porteurs de projets. Cette méthode a pour objectif de permettre une meilleure mai

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Hypolite, Axelle. "Histoire et mutations communicationnelles des œuvres universitaires : du CSO aux CROUS." Thesis, Montpellier 3, 2019. http://www.theses.fr/2019MON30082.

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Cette thèse, qui associe des approches historique et communicationnelle, se propose d’observer l’évolution de la communication dans le milieu estudiantin, non pas sous l’angle de l’histoire de l’enseignement ou de l’institution universitaires mais pour éclairer la genèse et l’évolution des œuvres universitaires. Notre étude, à travers des documents d’archives et un état de la littérature, débute par la mise en récit de l’histoire tant organisationnelle que communicationnelle de ces organismes dont les origines remontent au lendemain de la Première Guerre mondiale bien au-delà de la loi du 16 a

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

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Il content marketing è una branca del marketing che prevede la condivisione di contenuti di valore per attirare nuovi clienti. Questa tecnica di marketing vede particolare utilizzo ai giorni nostri, con social network e blog. Questa tesi si propone di affrontare l’argomento del content marketing, spiegando in cosa si differenzia dal marketing tradizionale, di cosa si tratta e come applicarlo, per arrivare alla fine all’esposizione di un caso studio. Nel primo capitolo si discute il passaggio dal marketing tradizionale al content marketing. In questa prima parte si discute anche dell’inbound m

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

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Business Administration/Marketing<br>Ph.D.<br>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 a

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Fueyo, Céline. "E-réputation corporate : influence de la voix digitale des employés via l'e-contenu de leur « Profil » sur les réseaux sociaux professionnels ; application au secteur automobile." Thesis, Toulouse 1, 2015. http://www.theses.fr/2015TOU10030/document.

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L’e-réputation corporate constitue une des clés du succès et de la pérennité des entreprises ; elle est difficilement maîtrisable et son management est complexe. L’influence des messages traditionnels corporate (signaux directs émis par l’entreprise) est amoindrie au profit des médias gagnés qui ne cessent de prendre de l’ampleur. Les praticiens et les chercheurs s’interrogent sur les leviers d’action alternatifs. La voix digitale des employés, principalement sur les réseaux sociaux professionnels, semble être une ressource sous-estimée par les entreprises. Cette recherche vise à répondre au q

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Malcorps, Sylvain. "La fabrique collective du contenu d'information et des segments de consommateurs par les mesures de l'audience en ligne: Le cas des relations entre journalistes en ligne et marketeurs dans l'enjeu de captation de l'intention sur Internet." Doctoral thesis, Universite Libre de Bruxelles, 2020. https://dipot.ulb.ac.be/dspace/bitstream/2013/315561/5/Contrat.pdf.

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Le degré de compétition que rencontrent aujourd’hui les entreprises de presse pour capter l’attention de consommateurs-lecteurs sur Internet est plus élevé que jamais. Dans un écosystème numérique où l’attention est une ressource rare, les travailleurs des organisations médiatiques recourent à des outils les aidant à capter l’attention d’internautes dans le but de rencontrer les objectifs éditoriaux et commerciaux qui s’y entremêlent. Les mesures de l’audience des sites d’information font partie de ces outils. Singulièrement, elles viennent équiper le travail quotidien des journalistes en lign

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Salerno, Daphné. "Valeur de la relation d’affiliation, identité de réseau et comportements de l’éditeur de contenu en ligne : contribution à l’analyse des comportements des plateformes médiatiques." Thesis, Lille 1, 2014. http://www.theses.fr/2014LIL12018.

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Les médias traditionnels ont été rejoints par les médias en ligne parmi lesquels figurent les éditeurs de contenus fonctionnant comme des plateformes médiatiques. Leurs relations avec les annonceurs sont souvent fondées sur un contrat de partenariat qui définit leurs rémunérations selon des actions prédéfinies des consommateurs. L’éditeur est un réseau de valeur dont l’activité éditoriale côté visiteurs est plus ou moins compatible avec sa relation commerciale côté annonceurs. Cette recherche traite de plusieurs types de comportements de l’éditeur dans le but d’en identifier les déterminants c

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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

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

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Background: Companies have lately been engaging their business activities onto social mediaand its platforms. They are taking advantage of the opportunities provided by social media and they are starting to realize the importance of content marketing. Problem Discussion: Content marketing has been researched previously research. However, the research regarding B2B content marketing and the differences between B2B and B2C content is still rather limited. The question lingers whether the same principles apply to firms working with B2B as well. Moreover, a clear framework or guide regarding the w

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Boberg, Edvin. "Datadriven content marketing : Användning av sociala data inom content marketing på Facebook." Thesis, Uppsala universitet, Institutionen för informatik och media, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-347514.

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Denna uppsats innehåller en förståelseinriktad analys av hur sociala data från Facebook används inom Content Marketing bland ett urval av kommunikationsbyråer i Stockholm. Uppsatsen förklarar hur sociala data används för att skapa content, samt hur sociala data används för att mäta resultat av publicerat content på Facebook. Uppsatsen presenterar även en analys av begreppet Content Marketing genom att ställa olika vetenskapliga definitioner mot varandra. Uppsatsen belyser även den rådande bristen på aktuella vetenskapliga publiceringar inom området Content Marketing från ett datadrivet perspek

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

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

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

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Digitaliseringen har öppnat upp hela världen som konkurrensfält för modevarumärken. Alltsåkan det vara ännu svårare att nå fram och väcka intresse på grund av nya digitala kanaler som företag kan använda i sin marknadskommunikation. Trots den stora möjligheten att nå ut tillkunderna, är det fortfarande svårt att synas och skapa engagemang. Det är både en konst och en vetenskap att bygga ett varumärke och det kräver noggrann planering, en kreativ och väl genomförd marknadsföring och ett långsiktigt engagemang. Idag har det blivit något som är avgörande för vilket modernt företag som helst. Ett

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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 reali

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Mionic, Andrej, and Sandra Ringgaard. "Content marketing : En kvalitativ studie om svenska företags utmaningar." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-354094.

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Svenska företags intresse för att använda sig av content marketing har ökat, då idén att skapa mervärde för konsumenter med utbildande och värdefullt innehåll ligger rätt i tiden. Företag har insett att traditionell marknadsföring med ett ensidigt fokus på produkt eller tjänst inte längre övertygar dagens uppdaterade och kritiska konsumenter i ett digitaliserat samhälle. Content marketing har därför kommit att bli ett strategiskt förhållningssätt fokuserat på att skapa och distribuera värdefullt innehåll för att attrahera och behålla en tydligt definierad kundgrupp. Att marknadsföra sig digit

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Ek, Peter, and Julia Arhammar. "Content Marketing: Practical Enactments and Performative Ideas : an inquiry into what constitutes content marketing in Sweden." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-227037.

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This thesis presents an inquiry into the concept and phenomena of content marketing and its corresponding market in Sweden by attending to its constituent practices. By adopting a practice based approach to markets, influenced by recent developments in economic sociology, it utilizes a constructivist view of markets as constantly forming and emerging. This allows examination of a concept that is novel, ambiguously defined yet increasingly popular by focusing on its practical enactments along with actors' conceptions and ideas in order to study what constitutes content marketing. By archival a

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Bernström, Kristian, and Anders Näsman. "Is content king? : En studie om reklambranschens utveckling i och med content marketing." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-207705.

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I dagens samhälle syns reklambudskap överallt men allt färre tar emot dessa budskap. För att försöka komma under den så kallade reklamgarden har fokus inom marknadsföring på senare tid skiftats mot innehållet i budskapen. Denna typ av marknadsföring kallas content marketing och det finns idag begränsad forskning inom området. Syftet med studien är att undersöka hur och varför reklambranschen påverkas och eventuellt förändras i och med content marketing som marknadsföringsmetod. Detta undersöks genom intervjuer med fyra personer som jobbar på contentbyråer. Resultatet visar på att reklambransch

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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 forska

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

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Background: Content marketing has become a more commonly used strategy when marketers want to convey a message to consumers. Problem discussion: The scientific definition of content marketing is vague and it varies in between users. This makes it difficult for the practitioners who use content marketing as a strategy, that what it is that they are actually creating is content marketing. Questions: How does marketers/practitioners perceive content marketing? How do marketers/practitioners use content marketing? Aim: The aim is to analyse and determine the marketers/practitioners perceived notio

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Antunes, Bernardo Di Giovine Freire de Andrade. "Estratégia de conteúdos da RTP : a importância do content marketing na organização." Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14775.

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Mestrado em Marketing<br>Atualmente a televisão é uma estrutura que cria e produz conteúdos para vários canais. Desde o início que a tecnologia foi a alavanca essencial dos conteúdos de televisão. Hoje em dia, o grande desafio colocado à escala global relaciona-se com o facto dos conteúdos se terem autonomizado, para lá dos canais, os conteúdos podem ser vistos quando e onde se quer e não deixam de ser conteudos de televisão. Este estudo pretende esclarecer junto dos profissionais da RTP, através de um estudo qualitativo com base em oito entrevistas a colaboradores, a existência e eficácia

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Albinsson, Anton. "Content Marketing : Att nå ut till Generation Y." Thesis, Karlstads universitet, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-35203.

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Bessegato, Federica <1995&gt. "Content marketing: social media engagement of Italian wineries." Master's Degree Thesis, Università Ca' Foscari Venezia, 2020. http://hdl.handle.net/10579/18070.

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Content marketing is a discipline that is emerged in recent years, because of the inefficiency of traditional marketing methods. Today users need interesting and valuable information, because spending most of their time on internet and social media, they need high-quality contents, able to catch consumers’ attention, to be helpful, to entertain, and to educate. Companies started used content marketing because it’s a discipline that can help them to build stronger relationships with their consumers, putting the latter in the center and making them the most important part of the strategy. There

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Sirén, Jennifer, and Emma Persson. "En kvalitativ studie om hur företag använder content marketing för att skapa lojala kunder." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31305.

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Abstract Titel: Content Marketing - A study of how companies work with content marketing to create loyal customers Authors: Emma Persson and Jennifer Sirén Supervisor: Navid Ghannad Examiner: Hélène Laurell Level: Bachelor Thesis in Business Administration, focusing on International Marketing (15 ECTS), Spring-2016 Keywords: Content marketing, storytelling, customer loyalty, relationship marketing Purpose: The purpose of the study is to gain a better understanding of how businesses use content marketing to create loyal customers. Frame of References: This section begins with storytell

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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 d

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Wengler, Stefan. "Key account management in business-to-business markets an assessment of its economic value /." Wiesbaden : Deutscher Universitats-Verlag, 2006. http://www.springerlink.com/content/u0132h/.

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Svensson, Adam, and Pär Strandberg. "Managing user generated content in marketing campaigns : A qualitative research of key features for managing marketing campaigns based on user generated content." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35185.

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The modern media landscape presents an increasingly complex and dynamic assembly of traditional and interactive media proposing many new communicative opportunities for marketers. Contemporary marketing is implied to emphasize a paradigmatic shift from a company centric view into consumer centric view. As existing research emphasizes the understanding of interactions in online communities from the user’s perspective, there is yet a research gap concerning the contemporary relevance of managerial challenges related to user involvement in social media marketing. The purpose of this thesis is t

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Hirschfelder, Benedikt. "Development and verification of the commercial value added chain of content marketing response." Doctoral thesis, Faculty of Commerce, 2018. http://hdl.handle.net/11427/29981.

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The rapid technological progress in the last 10 years and the coherent opportunities for consumers to communicate among each other almost borderless 24/7, also impacted marketing strategies. Whereas accentuation of product values and pricing are still valuable marketing strategies, consumers are due to the 24/7 access to knowledge, information and consumer feedback, desensitized when it comes to advertising. Availability of the internet across borders, all the time is the main driving factor for marketing practitioners to progressively try to build up a non-purchase pushing relationship to the

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Hietajärvi, M. (Maria). "Luxury brands in social media:exclusive content creating engagement." Master's thesis, University of Oulu, 2018. http://urn.fi/URN:NBN:fi:oulu-201806062512.

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Over the past decade, social media has changed the ways luxury brands communicate to their customers, market their products and build the brand image. This study’s theory examined the prior research of luxury brands’ social media marketing and social media content. As experiences are at the core of luxury brands’ marketing strategy, the theory concentrated on studying online experiences and customer engagement in social media context. The social media content, luxury experiences and customer engagement were included in the theoretical framework of the study and giving guidance for the empirica

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Mujezinović, Lejla, and Alva Laurén. ""Sharing is caring" : Kundengagemang som mål med content marketing." Thesis, Högskolan i Skövde, Institutionen för handel och företagande, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-19889.

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Digitaliseringen har gjort att den traditionella marknadsföringen börjat tappa sin effekt och digital marknadsföring som det trendiga marknadsföringskonceptet content marketing har vuxit sig starkare. Trots att content marketing inte längre är ett nytt fenomen saknas det en enhetlighet från forskares definition av konceptet. Kundengagemang är ett viktigt mål med CM och är viktigt att studera eftersom att det uttryckligen utlöser betydelsefulla konsekvenser för företagen. Trots detta visar studier att små företag tenderar att inte använda sina sociala plattformar aktivt och är negativt inställd

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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 know

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Gilmore, Audrey. "Quality in marketing in a services context." Thesis, University of Ulster, 1995. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.339251.

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Eriksson, Anna, and Jesper Tränck. "Nudging: Within the Context of Place Marketing." Thesis, KTH, Fastigheter och byggande, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-231764.

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Sergels torg in Stockholm, Sweden, and the surrounding areas have possibly negative associations in the minds of individuals. To then influence and change a negative mindset related to a place can be a difficult task for real estate managers. This thesis report has studied whether place marketing and nudging could and has been applied by two large real estate owners regarding the ongoing place development of Sergels torg. Since certain similarities between place marketing and nudging has been determined, the problem within the report has been concluded to how the two concepts can relate. There

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

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The aim of the thesis is to compare the effectiveness of selected tools of content marketing in environment of Youtube server. The theoretical part puts content marketing in environment of Youtube to the wider framework of tools this way communicating with customers. It also clarifies the importance of marketing strategy, which includes communication with consumers that is not strained. Conclusion of this section summarizes the tools that allow work with content on Youtube. The practical part contains a comparison of these instruments, with emphasis on the success of content in terms of the nu

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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 eng

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

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

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Gharakhani, Sam, Henrik Svensson, and Vincent Larsson. "Can firms get away with questionable content marketing? : An explanatory research about questionable content marketing on social media and its relationship with brand image." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76072.

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The development of social media has increased the usage and prevalence of content marketing. This have enhanced the pressures on marketers to manage and leverage this tool. Also, consumers interaction with valuable content leads to a stronger relationship with the brand which further might enhance the brand image. Hence, this paper carries out a quantitative research with the purpose to explain if questionable content marketing on social media have a negative impact on brand image. The researchers used questionnaires as their method for collection of empirical data. The respondents were gather

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Gcabashe, Thuso. "The role of content marketing on the vehicle insurance industry." Master's thesis, Faculty of Commerce, 2021. http://hdl.handle.net/11427/32704.

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Rapid technological progress has transformed the communication process, specifically the consumption and distribution of information. Through technological progress, the world has become a smaller place by bridging the gap between individuals and bringing them together. From a marketing perceptive, this has resulted in the Internet becoming one of the most significant sources of information for both consumers and marketing practitioners. With immeasurable access to information, consumers specifically have been empowered as they can search for the best and lowest products or services. The objec

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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 forskningsfr

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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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Kročilová, Martina. "Budování vztahu se zákazníkem pomocí info-produktů." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193346.

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This diploma thesis is focused on the topic of content marketing for businesses with an emphasis on creation of a content strategy, which is an important anchor in building a relationship with the customer. The first part focuses on the essential theory which was used as a starting point for the development of this paper. In the practical part of this thesis, there was executed a survey, which aimed to identify the online shopping behavior of current and potential customers of VinoPortugal. On the basis of this survey and several additional analyzes, the in-depth content strategy for this comp

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Летуновська, Наталія Євгенівна, Наталия Евгеньевна Летуновская, Nataliia Yevhenivna Letunovska, and A. P. Nazarenko. "Medical content marketing for promotion healthcare services in a region." Thesis, Львівська політехніка, 2021. https://essuir.sumdu.edu.ua/handle/123456789/83832.

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У тезах контент-маркетинг розглядається як стратегічний маркетинговий та бізнес-процес, спрямований на створення та розповсюдження цінного, релевантного та послідовного контенту для залучення та утримання чітко визначеної аудиторії. Автори зазначають, що унікальна подача матеріалу може дати "вірусний" ефект, який наближає потенційного клієнта до очікуваного ухвалення рішення скористатися послугою певної медичної компанії.<br>В тезисах контент-маркетинг рассматривается как стратегический маркетинговый и бизнес-процесс, направленный на создание и распространение ценного, релевантного и последов

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Lind, Edvin, and Marcus Nordin. "Hur och varför använder företag content marketing via sociala medier? : En kvalitativ studie om små och medelstora B2B-företag." Thesis, Linköpings universitet, Företagsekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-151042.

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Bakgrund: Den digitala utvecklingen har förändrat hur företag kommunicerar med sina kunder och sociala medier spelar en allt större roll. Allt fler företag väljer att på sociala medier använda content marketing som syftar till att hjälpa sina kunder genom att dela relevant innehåll snarare än att skicka direkta säljmeddelanden. Det finns ännu begränsat med studier om content marketing via sociala medier i kontexten av små och medelstora B2B-företag och med anledning av det så ämnar denna studie utöka den befintliga kunskapen om hur och varför strategin används. Syfte och frågeställningar: Syft

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

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Khudododov, Rustam, and Alexandra Kim. "Hidden Power: Content Marketing as a part of global business strategies of Westen companies in the Russian environment." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-66070.

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International companies face many challenges when operating in foreign country markets, as a new environment could be absolutely opposite to the one of the home market, which the companies are used to. One of the biggest issues for a company in the foreign market is to understand how to market its product and make it more appealing to the audience. This research is aimed at studying content marketing strategy as a new trend and a part of marketing strategy of an organization. Particularly, the main focus of this research is to investigate the process of building content marketing strategy of W

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Bengtsson, Therese, and Daniel Håkansson. "Real-time marketing effects on brand in social media." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-28628.

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Purpose: The purpose of this research is to investigate whether RTM-advertising is a more effective and attractive way of creating social media content compared to traditional social media marketing, and if so, provide insights on what makes it successful. The objective is also to get a greater understanding if such real-time marketing may affect the consumers’ perception of a brand due to the lack of time to consider the content of the marketing message. Further we wish to research if and what kind of impact events have on the real-time marketing effectiveness. Lastly we provide recommendatio

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