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Key, Thomas Martin. "Narrative, Marketing, and Persuasion: How Storytelling Contributes to Marketing's Influence Within the Firm." OpenSIUC, 2012. https://opensiuc.lib.siu.edu/dissertations/527.
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A growing literature suggests marketing practice is declining in influence within the firm. Diagnostic opinions as to why this is occurring, and prescriptions as to what should be done are varied. This dissertation proposes narrative as a tool for both understanding and addressing the problem of marketing's declining influence. Narratology is a humanities-based discipline which explores what stories are, what they do, and how they work. It is well suited for exploring how influence is generated, gained and/or lost, within social and organizational settings. This dissertation suggests that narrative significantly impacts understanding which business function (marketing, finance, accounting, etc.) has greater influence within the firm. Moreover, by understanding how narrative carries influence between marketing and finance, marketers may be able to compete more effectively with other business function narratives. 22 depth interviews were collected of finance and marketing managers within firms, repeated across 10 firms of various sizes and in various industries. 689 narrative events and descriptions were used for analysis. Narratological investigation revealed three themes concerning marketing and finance's narrative competition, Theme #1, "Finance as Watchdog"; Theme # 2, "Who Is Really Managing the Brand?" and Theme #3, "How Finance is Your Marketing?"
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Williams, Sean David. "Beyond Klout: A Qualitative Exploration of Influence, Online or Offline." Kent State University / OhioLINK, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=kent1428922753.
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Peterson, Jonathan J. J. "StoryBrand Narrative Marketing| An Examination of the Influence of Narrative Marketing on Organizations." Thesis, Regent University, 2019. http://pqdtopen.proquest.com/#viewpdf?dispub=13858185.
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This study employs a survey of StoryBrand workshop customers to examine the influence of implementing the StoryBrand narrative framework into marketing collateral. The interpretation of the quantitative data is used to determine if the framework has positive influence on company success and which variables contribute to company success. Data for this research were then analyzed using statistical methods. The data analysis determined that the degree to which an organization implemented the StoryBrand methodology had significant influence on an organization’s profitability, confidence of employees, and the time and money saved on marketing collateral creation. No other tested variable had significant influence, including company size, non-profit or for-profit, size of company, or audience focus. The knowledge gained in this study will add to the previous studies on narrative branding as well as expand understanding of the application of coherency and fidelity in Walter Fisher’s narrative theory.
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Andersson, Sara, Amanda Ledberg, and Louise Degerlo. "Influencer marketing : strategiska val ur ett företagsperspektiv." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-23809.
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Influencer marketing är en av de snabbast växande delarna i reklambranschen, och med hjälp av influencer marketing har varumärkena möjlighet att skapa en nära relation med sina konsumenter på Instagram. Idag använder många företag sig av influencers med ett stort antal följare för att marknadsföringen skall vara så effektiv som möjlig. För att bli en framgångsrik influencer krävs det att influencern har en bra fingertoppskänsla mellan vad som är intressant, relevant samt vad följarna vill se i deras Instagramflöden. Eftersom det i nuläget inte finns mycket forskning angående företags strategier om hur de använder sig av influencers i sin marknadsföring. Det finns ett gap i forskningen eftersom att detta är ett relativt nytt sätt för företag att marknadsföra sina produkter på. Det har gjorts lite forskning angående influencer marketing strategier ur ett företagsperspektiv. Detta gjordes genom observationer på utvalda modeföretags Instagramkonton samt på de olika influencernas Instagramkonton som respektive modeföretag samarbetar med i sin influencer marketing. Utöver detta genomfördes kvalitativa, strukturerade intervjuer med respondenter från svenska modeföretag angående företagens influencer marketing strategier på respektive Instagramkonton. Studiens slutsatser visar på att modeföretagen tar någon form av strategiska val i sin influencer marketing när de väljer ut vilka influencers de vill samarbeta med på Instagram. De strategiska valen modeföretagen fattar i sin influencer marketing på Instagram är bland annat hur väl influencern passar företagens målgrupper och kampanjer. Influencer valet grundar sig ofta i influencernas storlek, deras sätt att bygga relationer med sina följare samt sättet de kommunicerar på med sina följare. De strategiska val företagen tar vid val av influencers i sin influencer marketing liknar ofta varandra, men beroende på vilket marknad de riktar sig mot är det större variation på vilka influencers de samarbetar med på Instagram.Influencer marketing is one of the fastest growing parts of the advertising industry, and with the help of influencer marketing, brands have the opportunity to establish a close relationship with their consumers on Instagram. Today many companies use influencers with a large number of followers to make marketing as effective as possible. To become a successful influencer, it requires the influencer to have a good understanding between what's interesting, relevant and what followers want to see in their Instagram feeds. As there is currently not much research on corporate strategies on how they use influencers in their marketing. There is a gap in research because this is a relatively new way for companies to market their products. There has been little research on influencer marketing strategies from a business perspective. This has been done with observations on selected fashion companies Instagram accounts as well as observations on the various influencers Instagramaccounts with which the respective fashion companies collaborate in their influencer marketing. In addition to this, qualitative, structured interviews were conducted with respondents from Swedish fashion companies regarding the companies' influencer marketing strategies on their respective Instagramaccounts. The study's findings show that fashion companies make some form of strategic choice in their influencer marketing when choosing which influencers they want to collaborate with on Instagram. The strategic choices fashion companies make in their influencer marketing on Instagram include how well the influencer suits the companies' target groups and campaigns. The influencer choice is often based on the size of the influencers, their way of building relationships with their followers and the way they communicate with their followers. The strategic choices companies make when choosing influencers in their influencer marketing are of-ten similar, but depending on which market they targeting, there is greater variation in which influencers they collaborate with on Instagram.
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Chau, Anita. "Parental style, power, and influence strategy on adolescent's influence in family consumption decisions." Thesis, University of Macau, 2005. http://umaclib3.umac.mo/record=b1636695.
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Yang, Xiaofang. "Viral Marketing: A New Branding Strategy to Influence Consumers." Thesis, Université d'Ottawa / University of Ottawa, 2012. http://hdl.handle.net/10393/20660.
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The rapid penetration of the Internet and the prevalence of various social media facilitated by new technologies provide new opportunities for how marketing techniques are developed and refined. The creation of viral marketing has been driven by technological innovations and cultural changes. Responding to marketing trends and catering to consumers’ psychological demands and behavioral changes, viral marketing represents the latest online customer-centric marketing (Shukla, 2010). Extending the advertising effects of word-of-mouth (WOM) communication and Internet marketing, viral marketing has demonstrated considerable success and utility in a promotional phase and development process of a product and/or service. This study intends to illustrate the benefits and challenges of viral marketing. The effects and concerns with the adoption of viral marketing are reinforced by previous research and findings from marketer and consumer focus groups. This thesis will contribute to building a theoretical and empirical foundation for viral marketing research and professional practice.
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Tarek, Jawad Al Fattal Zeineb, Rharbaoui Ismael El, and Amara Aldebe. "The influence of guerrilla marketing on consumers’ purchasing behavior." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-53362.
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Date: 2021/01/21 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Amara Aldebe, Ismael El Rharbaoui. Zeinab Al Fattal Title: The influence of guerrilla marketing on purchasing behavior Tutor: Leanne Johnstone Keywords: guerrilla marketing, consumers’ behavior, purchasing behavior, marketing communication, brand image, WoM Researchquestion: How does guerrilla marketing influence consumers purchasing behavior? Purpose: To examine the effect of guerrilla marketing on purchasing behavior Method: Qualitative research technique Conclusion: The impact of guerrilla marketing on purchasing behavior mainly dependson the brand image and how innovative the guerrilla campaign is
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Cruz, Andreia Alexandra Simões Condeço da. "O papel dos influenciadores digitais na promoção de um destino turístico." Master's thesis, Universidade de Évora, 2020. http://hdl.handle.net/10174/28662.
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No presente estudo pretende-se analisar o uso de digital influencers para a promoção de
marcas e serviços no sector do turismo. Os estudos sobre estratégias de Marketing de Influência
aplicadas ao sector turístico são praticamente inexistentes, mas a verdade é que esta prática de
promoção de destinos através de indivíduos que se destacam nas redes sociais é cada vez mais
evidente. Para um melhor aproveitamento deste tipo de estratégias de promoção é necessário,
e importante, compreender as vantagens e desvantagens que estas podem envolver, de que
forma é que influenciam o público e como são encaradas pelas empresas do sector.
De forma a atingir os objetivos do estudo foi utilizada uma metodologia de pesquisa mista.
Realizou-se uma revisão bibliográfica sobre o tema, realizaram-se entrevistas às entidades de
promoção turística em Portugal e a alguns digital influencers de viagens e por fim aplicou-se um
questionário online aos consumidores.
Os resultados do estudo mostram que o conteúdo de digital influencers de viagens tem
bastante influência sobre a decisão de viajar e sobre a escolha do destino por parte do público.
Foi também possível verificar que as ERT Portugal estão conscientes da importância em apostar
em promoção focada no digital e que estratégias de Marketing de Influência não estão de todo
descartadas, embora ainda sejam pouco utilizadas.
Foi ainda possível apurar as características dos DI mais valorizadas pelo público, sendo
a honestidade e sinceridade as mais importantes, e pelas ERT Portugal, por sua vez
maioritariamente relacionadas com o perfil profissional do DI. Concluiu-se também que, para os
inquiridos do presente estudo, o formato de conteúdo de digital influencers de viagens mais
valorizado é a fotografia, ainda que os restantes formatos tenham registado valores de
preferência igualmente elevados. As motivações do público para seguir este tipo de perfis nas
redes sociais está assente principalmente nas recomendações pessoais com base na experiência
de viagem individual dos indivíduos que representam esses perfis, sendo que ficou percetível
que existe maior confiança sobre a informação por eles partilhada do que por empresas do
sector; ABSTRACT:
“The Role of digital influencers in the promotion of a tourism destination”
This study aims to analyze the use of digital influencers to promote brands and services
in the tourism sector. Studies on Influence Marketing strategies applied to the tourism sector
are practically nonexistent, but the truth is that this practice of promoting destinations through
individuals who stand out on social networks is increasingly evident. For a better use of this type
of promotion strategies it is necessary, and important, to understand the advantages and
disadvantages that these can involve, how they influence the public and how they are viewed
by companies in the sector.
In order to achieve the objectives of the study, a mixed research methodology was used.
A bibliographic review was carried out on the subject, interviews were carried out with tourism
promotion entities in Portugal and with some digital travel influencers and finally an online
questionnaire was applied to consumers.
The results of the study show that the content of digital travel influencers has a lot of
influence on the decision to travel and the choice of destination by the public. It was also
possible to verify that ERT Portugal are aware of the importance of betting on promotion
focused on digital and that Influence Marketing strategies are not at all discarded, although they
are still little used.
It was also possible to ascertain the characteristics of DI most valued by the public, with
honesty and sincerity being the most important, and by ERT Portugal, in turn mostly related to
the professional profile of DI. It was also concluded that, for the respondents of the present
study, the most valued digital influencer travel content format is photography, even though the
other formats have registered equally high preference values. The public's motivations to follow
these types of profiles on social networks are based mainly on personal recommendations based
on the individual travel experience of the individuals who represent these profiles, and it was
perceived that there is greater confidence in the information shared by them than by companies
in the sector.
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Jansen, Derek (Derek Timothy) 1963 Carleton University Dissertation Management Studies. "The influence of host country characteristics on method of entry." Ottawa.:, 1992.
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Palmero, Mauro, and Kelly Price-Rhea. "Influence of Facility Atmospherics on Spectator Attendance." Digital Commons @ East Tennessee State University, 2015. https://dc.etsu.edu/etsu-works/842.
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The purpose of this study was to explore spectators’ level of satisfaction toward atmospherics in the sport environment—facility—and to show the influence atmospherics has on spectators’ intention to attend sporting events. A group of undergraduate students (N = 145) attending men’s basketball games at a typical NCAA Division I mid-major university responded to a survey. The respondents indicated that they were satisfied with event security and ticket pricing and close to satisfied with all other variables, but they were dissatisfied with parking and merchandise price. A principal component analysis and a discriminant analysis were conducted to identify which constructs better differentiate respondents attending fewer games (one to five) from those attending more games (six and more). Results show that entertainment and facility atmosphere contribute to attracting spectators to the games, but facility services contribute to avoidance behavior. In addition, implications and future research options are given.
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Paulino, Caroline Thomazini. "Como se tornar um influenciador digital de sucesso e um endossante de marcas?" Master's thesis, Instituto Superior de Economia e Gestão, 2020. http://hdl.handle.net/10400.5/20871.
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Mestrado em MarketingAtualmente, as redes sociais recebem grande parte da atenção dos marketeers e cada vez maiores investimentos de marketing das empresas. Os protagonistas das redes sociais são os influenciadores digitais, pessoas que ganharam fama através da produção de conteúdo na Internet, conquistaram inúmeros seguidores e possuem alto poder de influência. Sendo assim, cada vez mais as empresas procuram formas de associação a esses influenciadores digitais, uma vez que eles são importantes formadores de opinião dos seus públicos-alvo. Portanto, este trabalho estuda o perfil e a trajetória de 10 macro influenciadores digitais brasileiros que atingiram o sucesso na rede social Instagram. De acordo com os objetivos específicos definidos para este estudo foram encontrados como principais resultados a definição das etapas da construção de um influenciador digital de sucesso, as principais características e ações que os influenciadores digitais possuem em comum, como, a autenticidade e a produção de conteúdo e as principais mais-valias que os influenciadores digitais podem proporcionar para uma marca, como, por exemplo, dar um tom de pessoalidade à publicidade e agregar credibilidade à marca. Este estudo possui relevância académica ao contribuir para a literatura de influenciadores digitais e marketing de influência, considerada a escassez de estudos académicos focados em estudar o processo de construção de influenciadores digitais. As contribuições empresariais deste estudo referem-se no auxílio aos profissionais de marketing a verificar a adequação de parcerias entre os influenciadores e as marcas.
Currently, social networks receive a great deal of attention from marketers and increasing marketing investments from companies. The protagonists of social networks are digital influencers, people who have gained fame through the production of content on the Internet, have won numerous followers and have a high power of influence. Therefore, more and more companies are looking for ways to associate with these digital influencers, since they are important opinion makers of their target audiences. Therefore, this work studies the profile and trajectory of 10 Brazilian digital macro influencers who have achieved success on the social network Instagram. According to the specific objectives defined for this study, the main results were the definition of the stages of building a successful digital influencer, the main characteristics and actions that digital influencers have in common, such as authenticity and content production and the main advantages that digital influencers can provide for a brand, such as, for example, giving a tone of personality to advertising and adding credibility to the brand. This study has academic relevance by contributing to the literature of digital influencers and influence marketing, considering the scarcity of academic studies focused on studying the process of building digital influencers. The business contributions of this study refer to helping marketers to check the adequacy of partnerships between influencers and brands.
info:eu-repo/semantics/publishedVersion
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El, Amrani Hayat, and Sarah Correard. "The impact of marketing on customer’s behaviour : Influence or manipulation?" Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-17071.
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Axelsson, Anton, and Viktor Churchill Lindvall. "Den digitala erans opinionsledare : En kvantitativ studie om studenters attityder gentemot influencer marketing." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-38791.
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I takt med att medielandskapet förändras har marknadsföringsstrategin influencer marketing blivit ett allt vanligare verktyg för att fånga både nuvarande och potentiella kunders intresse samt att bygga långvariga och starka kundrelationer. Den här studien har för avsikt att skapa en förståelse för hur studenter, som faller under det köpstarka kundsegmentet millennials, ser på och uppfattar influencer marketing. Vår förhoppning är att kunna bidra med kunskap om attityder inom detta marknadsföringsfenomen. Denna studie tillämpar en kvantitativ forskningsansats och med hjälp av en enkätundersökning samlades data in från 241 studenter på Jönköping University. Enkätundersökningens 19 frågor bygger på Michael Solomons ABC-modell och ämnar kartlägga studenters attityder samt urskilja olika segment inom målgruppen. Resultatet från enkätundersökningen analyserades med hjälp av teorierna om user-generated content och tvåstegshypotesen. Uppsatsens resultat indikerar att studenter generellt sett har en neutral inställning till influencer marketing men anser fortfarande att den är mer intressant än traditionell marknadsföring. Mer än häften av de tillfrågade studenterna har tagit del av något erbjudande och tycker också att produktrekommendationer skrivna av konsumenter är mer intressanta än de produktrekommendationer som är skrivna av företag eller organisationer. Kvinnor är den grupp som följer flest influencers, nyttjar flest erbjudanden och har mest positiv inställning gentemot influencer marketing. I helhet ser vi en korrelation där högre användarfrekvens, intresse för influencers och ett sökande efter inspiration utgör de faktorer som skapar en mer positiv attityd gentemot influencer marketing.As the media landscape is constantly changing, the marketing strategy influencer marketing has become a common tool to obtain the attention of both current and potential customers as well as building long lasting customer relations. The purpose of this study is to examine how students see and perceive influencer marketing. Our ambition is to contribute with knowledge and data about student attitudes within this relatively new field of research. This study uses a quantitative research approach and data from 241 students have been collected through an online survey. The questionnaire has 19 questions that are based upon Michael Solomon’s ABC-model, used with the purpose to understand students’ attitudes and to distinguish more specific target groups. The results from the survey were analyzed using the theories of user-generated content and Lazarfelds’ and Katz’s Two-step flow-model. The result from this study indicates that students generally have a rather neutral attitude towards influencer marketing but still consider it to be more interesting than traditional marketing. More than half of the respondents have either bought a product or used a discount code that they received from an influencer. Students think that product recommendations that are written by other consumers are more interesting than those written by companies or organizations. Women is the group that tends to follow more influencers, utilize more offers and has adapted a more positive attitude towards influencer marketing. Overall, we can distinguish a correlation where higher user frequency, an interest in influencers and the idea that influencers are seen as a source of inspiration are factors that create a more positive attitude towards influencer marketing.
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Pogacar, Ruth. "Marketing Language: A Conceptual Framework and Examination of How Brand Name Linguistics Influence Brand Loyalty." University of Cincinnati / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=ucin15302704284269.
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Hartman, Katherine B. "Influence strategies in retail sales situations contingency perspective /." [Bloomington, Ind.] : Indiana University, 2005. http://gateway.proquest.com/openurl?url_ver=Z39.88-2004&res_dat=xri:pqdiss&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&rft_dat=xri:pqdiss:3185396.
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Thesis (Ph.D.)--Indiana University, 2005.Source: Dissertation Abstracts International, Volume: 66-08, Section: A, page: 3009. Adviser: Rosann Spiro. Title from dissertation home page (viewed Oct. 5, 2006).
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Spetz, Emma, and Laurence Butler. "The influence of People : The Service Marketing benefits of training." Thesis, Umeå University, Umeå School of Business, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-1791.
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In the past years the competition in the restaurant trade in Umeå is increasing. There is more choice for the customers and thereby the restaurants have to work harder to attract customers. One way is to Market themselves differently.
In this research we are studying one way of diversifying Service Marketing, namely through people. Especially in the restaurant sector the frontline employee is an essential part of the service. We argue that by improving the Internal Marketing a business can ensure, through Human Resource Management, to have a service-minded and customer-oriented workforce, motivated to deliver Service Quality. Further, by strengthening the Internal Branding the workforce will work in unity with the internal and external brand, being more willing and committed to deliver high quality services. We aim to find that through having well trained frontline employees the customer will know a difference and have a better experience when visiting the restaurant.
Three restaurants in the Umeå market have been chosen for our study. To collect data from these restaurants we have conducted semi-structured qualitative interviews. The contributions of this study were that training, and especially learning by doing and experience, is crucial in learning ones job according to the respondents. Also that having a good balance between having standard procedures and employee empowerment could improve the Service Quality through reliability in the service delivery. Last but not least, a concept of Reciprocal Commitment was developed showing the importance of a business investing in the employee, training being part of that investment, to get the employee to invest his/her time and commitment in the business.
Through this study we have developed a model showing the influence and benefits of training in the selected restaurants. We have realised that training is not the only way, but plays an important role in Marketing through people.
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Dean, Andrew Kristoffer. "How do marketing communications influence nanotechnology sensemaking in B2B sales?" Thesis, Durham University, 2016. http://etheses.dur.ac.uk/11816/.
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Making sense of technology products is a challenge faced by B2B actors, and one that is particularly acute for high technology products. Sitting in the isthmus between organisations are sellers and buyers who predominantly communicate through talking to position themselves as legitimate sources of knowledge to facilitate selling and buying, while often experiencing identity-based tensions. Research gaps from extant studies show limited investigations examining how sellers and buyers discursively negotiate high technology sales related to their identities to more easily make sense of these often-misunderstood products. This study therefore considers these aspects through the exemplar of nanotechnology, which is regarded as an ambiguous, opaque and complex collection of products, capable of triggering a need for sensemaking, based on the use of marketing-based spoken communication. Throughout this study, respondents who undertake nanotechnology selling and buying within UK companies (SMEs and MNEs) are engaged with via in depth semi-structured interviews. Using an interpretivist case study approach, discourse analysis is used to unpick social structures relating to selling and buying, as the respondents ‘see’ and discursively construct them. Three main themes are drawn out of this study. The first is the importance of a centralised scientist role identity to guard against the stigma of carrying out marketing activities, where respondents can be quasi-legitimised scientists engaged with selling and buying, while discursively negotiating how to construct these activities. Many sub-themes of power, othering and internal contradictions are explored for this and other main themes. The second theme highlights the potential for using spoken interpersonal marketing communications as a vehicle to induce homophilous discourse, resulting in shared meaning, where sense can be made more easily for complex product functionalities and identities legitimised/delegitimised. The third theme indicates how product simplification and linguistic tools, drawing on cultural references such as science fiction metaphors and militarism can aid in sense given and made between sellers and buyers. Drawing these themes together suggests how the scientist role identity is centrally enacted alongside minor identities of the marketer, seller or buyer to aid in sense giving and sensemaking for high technology products through spoken discursive cultural resources.
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Mat, Johari. "The influence of leadership style on internal marketing in retailing." Thesis, University of Stirling, 2008. http://hdl.handle.net/1893/2153.
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An exploratory investigation using a survey study approach was undertaken in two organisations in retailing, to explore whether there is any connection between HOD leadership style and the effectiveness of marketing concept in the organisation. Findings emerged on several levels. Despite the agreement on the importance of leadership in IM, little integration of leadership and IM research is found in the literature. Traditionally, leadership studies relate to job satisfaction, motivation, performance, productivity and communication. The term leadership means different things to different people (De Jong 2006). Although no ultimate definition of leadership exists (Yukl 2002) the majority of definitions reflect some basic elements including influence, motivation, intention, and change. Despite the importance of acknowledging the concept of leadership and its implications on internal marketing, it emerges that empirical studies of the relationship between leadership and internal marketing are unduly under-represented. Looking at the results, the achievement oriented and participative styles are positively associated with internal marketing. The achievement oriented is somewhat a better predictor than participative style in predicting variability in internal marketing. Conversely, the directive style is negatively associated with the internal marketing variable. The only leadership style that has no significant effect on internal marketing is the supportive style. The results also show that staff job satisfaction levels are positively predicted by leadership style. Further analysis shows that only 2 out of 4 leadership styles have positive significant effects on internal marketing; these are: achievement oriented and participative styles. The other two are not significant in predicting the variability in job satisfaction. The regression results show that leadership style has a significant effect on the HOD performance variable. All leadership styles, except supportive style, have significant effects on HOD performance. The achievement oriented and participative styles have positive significant effects, but the directive style has a negative effect on HOD performance. The overall results show that achievement oriented and participative styles have positive significant effects directly and are mediated by internal marketing effects on job satisfaction and HOD performance. But the directive style of leadership has a significant direct negative effect and is mediated by internal marketing on HOD performance only and not on job satisfaction. Survey data at the individual level was aggregated across the two organisations and analysed. While these results cannot be statistically generalisable because of the small and unrepresentative sample used, the findings suggest that the link between individual organisation members’ perceptions of Internal Marketing and HOD leadership would be worthy of a larger study.
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Bierma, Tineke. "Concrete poetry : the influence of design and marketing on aesthetics." PDXScholar, 1985. https://pdxscholar.library.pdx.edu/open_access_etds/3438.
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This thesis explores the past and present of concrete poetry with the purpose of finding out whether concrete poetry is still being produced in its original form, or whether it has changed.
Concrete poets were not the first ones to create picture poems and similar texts. In chapter I an overview of earlier picture poetry is given. It and other precursors of concrete poetry are discussed and their possible contributions evaluated.
Chapters II and III deal with the definition of concrete poetry of the mid-fifties and sixties ( pure, classic c.p.). They focus primarily on German, Austrian and Swiss poets. Manifestos are examined and individual poems are discussed in detail. The many different kinds of concrete poetry that developed after 1970 are mentioned without any further discussion.
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Fluker, Tareion M. "Performance Factors that Influence Marketing Measurement in Successful Small Businesses." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/2483.
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During the 2009 economic recession, United States business leaders cut marketing expenditures between 33% and 50% more than they did for any other business expenditure to mitigate financial loss because business leaders often regard marketing as an expense and not an investment. Since there is not a widely applied marketing measurement standard, this multiple-case study focused on finding key performance indicators that healthcare and sales small business leaders in eastern United States with less than 500 employees, and marketing evaluation practices in place, used to evaluate the effectiveness of their marketing. Institutional theory was used as the conceptual framework to explore the key drivers behind marketing measurement practices. The focus of this study was on the experiences of 4 small business leaders in Atlanta, Georgia, and Baltimore, Maryland, who have developed financial and nonfinancial strategies to measure their marketing performance. Data collected for this study included 20-minute interviews with each participant, strategic plans, and field notes. A modified van Kaam and triangulation approach was used for data analysis to identify themes, which included the need to tie marketing measurement to the product or service offering and drive revenue or traffic to their business. The results of the study may benefit practitioners who work on social change strategies because the conclusions clarify effective marketing practices and increase well-being of customers. Further, this study provides recommendations for successful marketing measurement strategies that may help businesses meet the needs of community members.
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Hansson, Caroline, Frida Andersson, and Sophie Dyvelås. "RFID's Perceived Influence on the Marketing Mix in the Logistics Industry : An exploratory study." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-45503.
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The logistics industry is known to be one of the main players for integrating Radio Frequency Identification (RFID) into their supply chain. By reflecting radio waves, RFID allows any item to become an intelligent part of an organization’s information infrastructure. RFID can create greater efficiency and effectiveness as it provides real-time information, and thus has the possibility to heavily increase logistics companies’ performance. RFID is also suggested to create marketing opportunities for companies as it facilitates customer value creation. However, little is known of RFID’s true influence on marketing. To fully understand what influence RFID has on marketing, companies must seek insight into what influence RFID has on the four P’s; Product, Price, Place and Promotion. By understanding this, companies can gain an increased knowledge of how to utilize RFID to increase their customer value and hence increase their competitive advantage in the targeted market. This study investigates what perceived influence RFID has on the four P’s within the logistics industry in Scandinavia. This was achieved by performing an exploratory research, and both primary and secondary data was collected in order ensure the validity and reliability of the study. The primary data was gathered by conducting in-depth interviews together with eight logistics companies located in Scandinavia. The findings from the interviews conducted suggested that the perception of RFID’s influence on the logistics industry’s offered product is positive. According to the findings, the use of RFID technology improved the logistic solution offered which also resulted in an increased perceived customer value. The findings also show that RFID has a positive perceived influence on price as well as promotion and place. In conclusion, the authors suggest that for RFID to have positive influence on the four P’s it must not only be successfully implemented into the logistics process, but it also requires the implementing company to reach a certain economy of scale, as well as hold a certain level of expertise about the technology to see the full potential of RFID. If these criteria are met there are several benefits to gain from use of RFID in marketing purposes in the logistics industry.
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Yip, Leslie Sai-chung. "Effects of power influence on the relationship between department store and its subtenants in China." Thesis, Curtin University, 2003. http://hdl.handle.net/20.500.11937/442.
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The perspective that asymmetrical power relationship on vertical channel would lead to dominating partner exploitation with the use of coercive power is examined within the context of horizontal channel exchange relationship between department stores and tenant retailers. A power structure-action-outcome framework is offered to study casual links between dependence (structural aspects of power), use of coercive and noncoercive power (action), and three aspects of outcome - economic and social satisfaction, commitment and strategic performance. Data was collected through personal interview with 302 small, medium size retail tenants of department stores in PR China. Analysis of findings provided support to the model and the hypotheses. Results confirmed that dependence and use of power were only weakly related. The findings demonstrate the contextual influence of Chinese collectivistic culture on coercive power which involves the use of punishment or penalty. To further explore the relationship between dependence and power, investigation was carried out to examine if dependence moderates the effect of coercive power on economic satisfaction, with a positive result. On the other hand, use of non-coercive power showed positive results for economic and social satisfaction, which are positively related to commitment and strategic performance. It can be concluded that use of non-coercive power is strongly recommended for store-tenant relationship in the retail sector of China. Once again, the importance of channel context must not be ignored in the study of distribution channel issues.This research project contributes to the channel literature by adding to the contemporary state of knowledge on the use of power in horizontal channel relationships with power asymmetry, and constructs were brought together that have not been empirically investigated within a single study. It is unique in that the model was tested in non-American setting, namely PR China.
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Miles, Peter Harry. "Philippine international tourism and the role of marketing communications." Thesis, University of Derby, 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.369901.
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Svidinskas, Saulius. "Socialinių tinklų įtaka organizacijos marketingo plėtrai." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20140603_135326-35028.
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Magistro baigiamajame darbe yra analizuojama socialinių tinklų įtaka organizacijos marketingo plėtrai. Buvo atliktas socialinių tinklų įtakos organizacijos marketingo plėtrai tyrimas Lietuvoje. Tyrimas atliktas pasitelkus struktūrizuoto klausimyno arba interviu metodą. Darbe taip pat taikyta mokslinės literatūros analizė.
Tyrimo tikslas – įvertinti socialinių tinklų įtaką interneto marketingo plėtrai, remiantis Lietuvos įmonių pavyzdžiu bei pateikti su šia sritimi susijusius pasiūlymus. Darbe buvo iškelti du tyrimo uždaviniai:
- atlikti ekspertų nuomonės tyrimą, kurio pagalba galima išsiaiškinti, koks yra ekspertų požiūris į socialinių tinklus internetinio marketingo plėtroje Lietuvoje;
- pasiūlyti aspektus, į kuriuos turėtų atkreipti dėmesį Lietuvos įmonės, naudodamos socialinius tinklus internetinio marketingo plėtroje.
Tyrimo objektas – Socialinių tinklų taikymas marketingo plėtroje.
Išanalizavus socialinių tinklų įtaką organizacijos marketingo plėtrai leido įvertinti socialinių tinklų teikiamą naudą organizacijos marketingui bei pasiūlyti organizacijoms į ką reikėtų atkreipti dėmesį prieš pradedant naudoti socialinius tinklus marketingo plėtroje.
Magistro baigiamąjį darbą sudaro trys dalys. Pirmame skyriuje yra analizuojamas internetinis marketingas; socialiniai tinklai, jų samprata, tendencijos, atsiradimo užuomazgos, kūrimo principai, įtaka marketingui. Antrame skyriuje yra nagrinėjama socialinių tinklų įtakos organizacijos marketingui, remiantis Skandinavijos šalių... [toliau žr. visą tekstą]In master‘s thesis there is analysing social networks‘ influence to organization‘s marketing enlargement. Due to this, there was made a research to find out what kind of influence social networks do to organization‘s marketing enlargement. The research was made using Lithuania‘s organizations‘ experience. It was made using structured questionnaire or interview method. The goal of the research – to evaluate the social networks’ influence to the marketing enlargement in the internet using Lithuania’s organizations’ experience. Also to give suggestions about this topic. There were made two main research tasks in the master’s thesis: First, make an experts‘ opinion‘s research which should help to find out what is the experts‘ attitude to social networks marketing enlargement in the internet in Lithuania country. To suggest aspects which should be analysed by organizations‘ managers, who use social networks as a measure to raise marketing enlargement in the internet. The object of the research – social networks application in the marketing enlargement. Analyzing the influence of social networks to organization’s marketing enlargement let us evaluate the advantages of using social networks in this area. After research there is a possibility to give suggestions to organizations’ managers to which particular things they should pay attention before starting to use social networks in marketing enlargement. Master’s thesis consists of three parts. In the first part there is analyzed... [to full text]
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Brauer, Jimmy, and Eriksson Björn Linnala. "Blockchain's influence on digital marketing : An exploratory study examining blockchain in relation to big data and digital marketing." Thesis, Umeå universitet, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-172806.
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Today's society has grown to be highly digitalized where technologies are playing a large role in everyone's lives. Moreover, society is still developing at a rapid pace, with a new innovation around every corner and with more and more business conducted online. By using this as a starting point, the authors of this thesis choose to examine how blockchain can influence the use of big data in digital marketing. Moreover, as previous articles have perceived GDPR as an obstacle for implementing blockchain within this context, the authors perceived it as necessary to examine blockchains’ relation to GDPR. Thus, this thesis has set out to both identify challenges and opportunities that exist when applying blockchain within the context of digital marketing. This exploratory thesis applies a qualitative data collection method in order to fulfill the purpose of the study and to answer the following components of the research question; (1) How will blockchain influence the use of big data within digital marketing? (2) How will blockchain in a digital marketing context cope with the regulations of GDPR? (3) How will blockchain influence the future of digital marketing? The qualitative collection method chosen is semi-structured interviews and has included six participants from Europe. The findings of this thesis suggest that blockchain will influence big data and thus, digital marketing will be influenced because it is heavily data-driven. Furthermore, blockchain will influence the companies’ knowledge of the customer, allow more reliable data to be obtained, and allow consumers to retain ownership over their data. Thus, blockchain places a higher demand on companies to deliver relevant information and match the interest of customers in order for the companies to gain access to customers’ data. Additionally, the findings suggest that blockchain has the ability to remove intermediaries and eliminate fraudulent activities, such as deep fakes, illegitimate reviews, click-fraud, within digital marketing. Despite that blockchain has a lot of potentials, it also faces a lot of challenges and obstacles. For instance, large companies such as Google may feel threatened by the blockchain and thus, these companies may have incentives for disrupting the implementation of the technology. Moreover, practical challenges have been identified. These were related to non-scalable algorithms and limited capacities to store large amounts of data.
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Nass, Ole. "Optimizing Online Marketing Efficiency By Analyzing the Mutual Influence of Online Marketing Channels with Respect to Different Devices." Doctoral thesis, Universitat Politècnica de València, 2019. http://hdl.handle.net/10251/122296.
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[ES] ¿Cómo es la atribución en un entorno de omnicanal? Se puede determinar una distinción
importante en contraste con la atribución en un entorno multicanal. Además de proporcionar
el proceso de análisis de marketing, una especificación del proceso estándar intersectorial
para la minería de datos (CRISP¿DM), se utiliza un enfoque de método mixto secuencial para
analizar la cuestión principal de la investigación.
En el primer paso de esta investigación se analizan las características y los requisitos de
atribución eficiente en un entorno omnicanal. A partir de entrevistas semiestructuradas con
expertos y de un proceso de investigación bibliográfica holística estructurada, se identifica
claramente la falta de un enfoque de atribución omnicanal. Los enfoques de atribución
existentes se identifican mediante la realización de un proceso estructurado de revisión de la
literatura. Estos enfoques identificados se evalúan aplicando los resultados de las entrevistas
semiestructuradas con expertos, es decir, los requisitos y características de una atribución
omnicanal eficiente. Ninguno de los enfoques de atribución identificados cumple con la
mayoría de los requisitos de omnicanal analizados.
Al tener la brecha de investigación ¿ la falta de un enfoque de atribución de omnicanales ¿
claramente identificada, se desarrolla un enfoque de atribución de omnicanales en la segunda
parte de esta investigación presentada. Utilizando la metodología MAP, la principal laguna de
investigación se llena proporcionando el Holistic Customer Journey (HCJ): una base de datos
lista para el omni¿canal y un enfoque de atribución de omni¿canal correspondiente. Entre
otras cosas, el enfoque de atribución desarrollado consiste en una clasificación de aprendizaje
automático. Esta investigación presentada es la primera en utilizar información de casi
240.000.000 de conjuntos de datos de interacción, que contienen información entre
dispositivos y entre plataformas. Todas las fuentes de datos subyacentes son proporcionadas
por una de las plataformas inmobiliarias más grandes de Alemania.[CAT] Com és l'atribució en un entorn de omnicanal? Es pot determinar una distinció important en contrast amb l'atribució en un entorn multicanal. A més de proporcionar el procés d'anàlisi de màrqueting, una especificació del procés estàndard intersectorial per a la mineria de dades (CRISP¿DM), s'utilitza un enfocament de mètode mixt seqüencial per analitzar la qüestió principal de la investigació. En el primer pas d'aquesta investigació s'analitzen les característiques i els requisits d'atribució eficient en un entorn omnicanal. A partir d'entrevistes semiestructurades amb experts i d'un procés de recerca bibliogràfica holística estructurada, s'identifica clarament la falta d'un enfocament d'atribució omnicanal. Els enfocaments d'atribució existents s'identifiquen mitjançant la realització d'un procés estructurat de revisió de la literatura. Aquests enfocaments identificats s'avaluen aplicant els resultats de les entrevistes semiestructurades amb experts, és a dir, els requisits i característiques d'una atribució omnicanal eficient. Cap dels enfocaments d'atribució identificats compleix amb la majoria dels requisits de omnicanal analitzats. En tenir la bretxa de recerca ¿ la manca d'un enfocament d'atribució de omnicanales ¿ clarament identificada, es desenvolupa un enfocament d'atribució de omnicanales a la segona part d'aquesta investigació presentada. Utilitzant la metodologia MAP, la principal llacuna de recerca s'omple proporcionant el Holistic Customer Journey (HCJ): una base de dades a punt per al omni¿canal i un enfocament d'atribució de omni¿canal corresponent. Entre altres coses, l'enfocament d'atribució desenvolupat consisteix en una classificació d'aprenentatge automàtic. Aquesta investigació presentada és la primera a utilitzar informació de gairebé 240.000.000 de conjunts de dades d'interacció, que contenen informació entre dispositius i entre plataformes. Totes les fonts de dades subjacents són proporcionades per una de les plataformes immobiliàries més grans d'Alemanya.
[EN] What does attribution in an omni¿channel environment look like? A major distinction can be determined in contrast to attribution in a multi¿channel environment. Besides providing the Marketing Analytics Process, a specification of the Cross¿industry standard process for data mining (CRISP¿DM), a sequential mixed method approach is utilized to analyze the main research question. Within the first step of this presented research characteristics, and requirements of efficient attribution in an omni¿channel environment are analyzed. Based on semi¿structured expert interviews and a holistic structured literature research process, the lack of an omni¿channel attribution approach is clearly identified. Existing attribution approaches are identified by conducting the structured literature review process. Those identified approaches are evaluated by applying the results of the semi¿structured expert interviews - the requirements and characteristics of efficient omni¿channel attribution. None of the identified attribution approaches fulfill a majority of the analyzed omni¿channel requirements. By having the research gap - the lack of an omni¿channel attribution approach - clearly identifed, an omni¿channel attribution approach is developed in the second part of this presented research. Utilizing the MAP methodology, the main research gap is filled by providing the Holistic Customer Journey (HCJ): an omni¿channel ready data foundation and a corresponding omni¿channel attribution approach. Among other things the developed attribution approach consists of a machine learning classification. This presented research is the first to utilize information from almost 240.000.000 interaction data sets, containing crossdevice and cross¿platform information. All underlying data sources are provided by one of Germany's largest real¿estate platforms.
Nass, O. (2019). Optimizing Online Marketing Efficiency By Analyzing the Mutual Influence of Online Marketing Channels with Respect to Different Devices [Tesis doctoral no publicada]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/122296
TESIS
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Aslay, Çiğdem. "From viral marketing to social advertising: ad allocation under social influence." Doctoral thesis, Universitat Pompeu Fabra, 2016. http://hdl.handle.net/10803/401679.
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This thesis constitutes one of the first investigations that lie at the intersection of social influence propagation, viral marketing, and social advertising. The objective of this thesis is to take the algorithmic aspects of viral marketing out of the lab, and further enhance these aspects to account for the real world social advertisement models, by drawing on the viral marketing literature to study social influence aware ad allocation for social advertising. To this end, we take a first step towards enabling social influence online analytics in support of viral marketing decision making, and propose efficient influence indexing framework that can accurately answer topic-aware viral marketing queries with milliseconds response time. We then initiate investigation in the area of social advertising through the viral marketing lens, aligned with real world social advertisement models, and introduce two fundamental optimization problems, regarding the allocation of ads to social network users under social influence. We devise greedy approximation algorithms with provable approximation guarantees for the novel problems introduced. We also develop scalable versions of our approximation algorithms by leveraging the notion of reverse reachability sampling on social graphs, and experimentally confirm that our algorithms are scalable and deliver high quality solutions.Aquesta tesi constitueix una de les primeres investigacions en la intersecció entre propagació d'influència social, màrqueting viral i publicitat social. L'objectiu d'aquesta tesi és treure els aspectes algorítmics de màrqueting viral fora del laboratori, i millorar-los per tenir en compte els models de publicitat del món real en xarxes socials, fent ús de la literatura del màrqueting viral per estudiar l'assignació d'anuncis basada en la influència social per a la publicitat en xarxes socials. Amb aquesta finalitat, hem pres un primer pas cap al desenvolupament de anàlisi d'influència social en línia que ajudin en la presa de decisions en el màrqueting viral, i proposem un marc per a la indexació eficient d'influència que pugui respondre amb precisió a les consultes de màrqueting viral orientades a temes específics amb temps de resposta de mil·lisegons. A continuació, comencem una investigació en l'àrea de la publicitat social a través de la lent del màrqueting viral, en línia amb models de publicitat del món real, i introduïm dos nous problemes d'optimització pel que fa a l'assignació d'anuncis als usuaris de la xarxa social sota la influència social, amb garanties d'aproximació demostrables. També desenvolupem una versió escalable dels nostres algoritmes d'aproximació aprofitant la noció de presa de mostres d'accessibilitat inversa en grafs socials, i confirmem experimentalment que els nostres algoritmes són escalables i ofereixen solucions d'alta qualitat.
Esta tesis constituye una de las primeras investigaciones en la intersección entre propagación de influencia social, marketing viral y publicidad social. El objetivo es sacar los aspectos algorítmicos de marketing viral fuera del laboratorio, y mejorarlos para tener en cuenta los modelos de publicidad del mundo real en redes sociales, haciendo uso de la literatura de marketing viral para estudiar asignación de anuncios basada en la influencia social. Con este fin, tomamos un primer paso hacia el desarrollo de análisis de influencia social en línea que ayuden en la toma de decisiones en el marketing viral, y proponemos un marco para la indexación eficiente de influencia que pueda responder con precisión a las consultas de marketing viral orientadas a temas específicos con tiempo de respuesta de milisegundos. A continuación, iniciamos una investigación en el área de la publicidad social a través de la lente del marketing viral, en línea con modelos de publicidad del mundo real, e introducimos dos nuevos problemas de optimización respecto a la asignación de anuncios a los usuarios de la red social bajo la influencia social, con garantías de aproximación demostrables. También desarrollamos una versión escalable de nuestros algoritmos de aproximación aprovechando la noción de toma de muestras de accesibilidad inversa en grafos sociales, y confirmamos experimentalmente que nuestros algoritmos son escalables y ofrecen soluciones de alta calidad.
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Elmqvist, Johan, and Johan Thorell. "Nudge Marketing : How to influence decisions by changing the choice architecture." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-28418.
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Kaufmann, Hans Ruediger. "The influence of identity on marketing-education for Eastern German entrepreneurs." Thesis, Manchester Metropolitan University, 1997. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.339547.
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Thomason, Douglas Brian. "The influence of changing marketing conceptualizations on American gasoline station design." Thesis, Georgia Institute of Technology, 1991. http://hdl.handle.net/1853/24087.
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Cheng, Jiesi. "Information Diffusion and Influence Propagation on Social Networks with Marketing Applications." Diss., The University of Arizona, 2013. http://hdl.handle.net/10150/306134.
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Web and mobile technologies have had such profound impact that we have witnessed significant evolutionary changes in our social, economic and cultural activities. In recent years, online social networking sites such as Twitter, Facebook, Google+, and LinkedIn have gained immense popularity. Such social networks have led to an enormous explosion of network-centric data in a wide variety scenarios, posing unprecedented analytical and computational challenges to MIS researchers. At the same time, the availability of such data offers major research opportunities in various social computing and analytics areas to tackle interesting questions such as: - From a business and marketing perspective, how to mine the novel datasets of online user activities, interpersonal communications and interactions, for developing more successful marketing strategies? - From a system development perspective, how to incorporate massive amounts of available data to assist online users to find relevant, efficient, and timely information? In this dissertation, I explored these research opportunities by studying multiple analytics problems arose from the design and use of social networking services. The first two chapters (Chapter 2 and 3) are intended to study how social network can help to derive a better estimation of customer lifetime value (CLV), in the social gaming context. In Chapter 2, I first conducted an empirical study to demonstrate that friends' activities can serve as significant indicators of a player's CLV. Based on this observation, I proposed a perceptron-based online CLV prediction model considering both individual and friendship information. Preliminary results have shown that the model can be effectively used in online CLV prediction, by evaluating against other commonly-used benchmark methods. In Chapter 3, I further extended the metric of traditional CLV, by incorporating the personal influences on other customers' purchase as an integral part of the lifetime value. The proposed metric was illustrated and tested on seven social games of different genres. The results showed that the new metric can help marketing managers to achieve more successful marketing decisions in user acquisition, user retention, and cross promotion. Chapter 4 is devoted to the design of a recommendation system for micro-blogging. I studied the information diffusion pattern in a micro-blogging site (Twitter.com) and proposed diffusion-based metrics to assess the quality of micro-blogs, and leverage the new metric to implement a novel recommendation framework to help micro-blogging users to efficiently identify quality news feeds. Chapter 5 concludes this dissertation by highlighting major research contributions and future directions.
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Carver, James Richmond. "CMO: Chief Marketing Officer or Chief "Marginalized" Officer." Diss., The University of Arizona, 2009. http://hdl.handle.net/10150/195407.
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Traditionally, research investigating marketing's role and influence within the firm has focused on the marketing department and its ability to affect future firm strategies. Consequently, little is known about the antecedents of a Chief Marketing Officer's (CMO) role or influence. Yet the position of CMO is quite unique. Unlike other executive officers (e.g., CFOs), no reliable external validation or accreditation is generally recognized, required, or mandated. Similarly, firms are increasingly calling for their CMOs to justify their own existence, and many are even considering abandonment of the position entirely.The goal of this investigation is to understand how CMOs can generate influence within their respective firms given a lack of reliable external credentials. However, the current business press seems to suggest that there currently exists a great bias towards marketing in general and CMOs in particular. As a result, the current investigation uses a competing models approach to study CMO influence. Drawing upon the literature pertaining to competition, the author suggests that individuals, like firms, can generate their own competitive advantage by possessing unique bundles of resources (e.g., information). This is the common element in both models. As the uniqueness of the information provided by the CMO increases, other executive officers within the firm are more likely to confer expertise power to the CMO, which in turn leads to greater influence. The two models diverge as organizational legitimacy is introduced. In one model, the Socially Contingent model, the CMO can only garner expertise power to the extent that s/he possesses organizational legitimacy. In such a case, CMOs that lack organizational legitimacy will be unable to realize any gains in expertise power regardless of the uniqueness of their informational resources (i.e., organizational legitimacy moderates the relationship between the uniqueness of the information provided and expertise power). In the second model, the Merit-Based model, organizational legitimacy mediates the relationship between a CMO's expertise power and his/her influence. As a CMO's perceived expertise increases, other executive officers are more likely to support the CMO's initiatives, which in turn lead to greater influence during strategy design and implementation.
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Ye, Ning. "YOU ARE WHAT YOU EAT: HOW FOOD TEXTURE AND PACKAGING INFLUENCE CONSUMER WELL-BEING." Diss., Temple University Libraries, 2019. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/566339.
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Business Administration/MarketingD.B.A.
This two-essay dissertation explores how sensory aspects of consumption (e.g., food packaging and food texture) influence consumer well-being. Consumers make more than 200 decisions about food every day (HealthDay 2007). Thus, it is of great importance to understand consumers’ relationships with foods (Block 2013). Essay 1 is the first research, to the best of my knowledge, to demonstrate packaging gloss biases consumers’ healthfulness perceptions and, as a result, food preference, choice, and consumption. Nine experiments, including a field experiment, show that people have learned to associate glossy surfaces on snack food packages with unhealthy products, whereas matte surfaces signal with healthier products. We further demonstrate that such associations are due to sensation transference triggered by packaging gloss and are especially true for restrained eaters, who are more sensitive to food healthfulness cues (e.g., Irmak, Vallen, and Rozin 2011). Essay 2 examines the effect of food textures (e.g., crunchy versus chewy) on consumers’ psychological arousal levels. Results from four experiments and a field experiment show that chewing crunchy (versus chewy) foods lead to increased physiological arousal levels, and consumers strategically choose foods as a function of different textures (e.g., crunchy or chewy) to regulate their physiological arousal levels. Specifically, when people want to feel more awake and energetic, they are more likely to choose crunchy snacks over chewy snacks, whereas when they want to feel calmer and more relaxed, they are more likely to opt for chewy snacks. The results of both essays demonstrate the noticeable effects that sensory aspects of consumption (e.g., food packaging and food texture) have on consumers’ biological and psychological welfare.
Temple University--Theses
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Park, Boram. "Millennial Consumers’ Cause-Related Product Purchase Decision-Making Process and the Influence of Social Media." The Ohio State University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=osu1406211481.
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Meina, Sun. "Influence of standardization and adaptation strategy for multinational corporations on performance." Master's thesis, Instituto Superior de Economia e Gestão, 2019. http://hdl.handle.net/10400.5/19296.
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Mestrado em MarketingCom a intensificação da competição internacional e o desenvolvimento de novos mercados, empresas de diferentes escalas e indústrias estão se expandindo no exterior a uma taxa sem precedentes. Muitas empresas multinacionais apareceram. Antes de entrar nos países anfitriões, é necessário levar em consideração todos os fatores que podem afetar seu desempenho comercial. Portanto, a escolha do modo de entrada de marketing internacional torna-se particularmente importante para as empresas multinacionais. Esta pesquisa tem como objetivo discutir a relação entre estandardização e adaptação da estratégia de marketing internacional e seu desempenho correspondente em empresas multinacionais. Com base na pesquisa e análise da estratégia global de estandardização e adaptação, este artigo discute dois argumentos de suporte, esclarece sua base teórica e o impacto de dois modos diferentes das empresas multinacionais, no seu desempenho. Após resumir a literatura anterior, este artigo propõe as hipóteses de que a estratégia de marketing padronizada/adaptável afetará o desempenho e usa os dados da pesquisa de empresas multinacionais para avaliar o melhor caminho. A análise empírica mostra que a estratégia de marketing estandardização tem um impacto positivo no desempenho. Foi confirmado que a estratégia de marketing de estandardização influencia positivamente o desempenho global da empresa e, em particular, o desempenho do marketing. As conclusões obtidas têm certo valor de referência para as empresas multinacionais.
With the intensification of international competition and development of new markets, enterprises of different scales and industries are expanding overseas at an unprecedented rate, more and more Multinational Corporations had emerged as the times require. Before entering the host countries, it is necessary to take into account all factors that can affect its business performance. So the choice of international marketing mode becomes particularly important to Multinational Corporations. This research is aimed at discussing the relationship between standardization/adaptation of international marketing strategy and their corresponding performance for multinational corporations. Based on the research and analysis of global standardization and adaptation strategy, this paper discusses two supporting arguments with standardization and adaptation, clarifies their theoretical basis and the impact on two different modes of Multinational Corporations on performance. After summarizing and combing the previous literature, this paper puts forward the hypothesis that whether the standardized/adaptive marketing strategy will affect the performance and uses the survey data onto multinational corporations to verify it. Empirical analysis shows that standardized marketing strategy has a positive impact on performance. It was confirmed that standardization marketing strategy positively influences the global performance of the company and the performance particularly. The conclusions have important referential value and can be consulted for multinational corporations.
info:eu-repo/semantics/publishedVersion
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張煥. "Influence of spirituality on student career choice and strategy." Thesis, University of Macau, 2005. http://umaclib3.umac.mo/record=b1636794.
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Lasak, Christopher Edward. "The influence of motives of sports fans on affinity for television, Internet, radio, and newspapers." CSUSB ScholarWorks, 2001. https://scholarworks.lib.csusb.edu/etd-project/1746.
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This study investigated the relationship between motives of sports fans, and affinity for television, Internet, radio, and newspapers. Specifically economic, aesthetic, eustress, self-esteem, group affiliation, entertainment, and family motives all were expected to influence affinity for television, Internet, radio and newspapers.
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Oesterle, Ulf. "Organizational influence on recorded music a look at the independents /." Related electronic resource:, 2007. http://proquest.umi.com/pqdweb?did=1354131191&sid=1&Fmt=2&clientId=3739&RQT=309&VName=PQD.
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Karpets, V. "Influence of colors on people." Thesis, Sumy State University, 2015. http://essuir.sumdu.edu.ua/handle/123456789/40615.
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Marketing and advertising employs the knowledge and practice of color psychology in its work to drive results. The main purpose of an ad is to motivate the viewer to take a course of action designed by the advertiser. Color is applied to the shape of a logo to represent an emotion, objective, a meaning, as well as to increase brand recognition. Disagreements in the perception of colors depends on origin, age, gender, and even state of health. Vivid and bright colors are popular amongst the youth, while older people feel more comfortable when surrounded by subdued shades.
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Modig, Erik. "Understanding advertising creativity : how perceptions of creativity influence advertising effectiveness." Doctoral thesis, Handelshögskolan i Stockholm, Institutionen för Marknadsföring och strategi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-1951.
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Today advertisers face the challenge of securing advertising effectiveness by producing advertisement that gets the consumers’ attention and shape their attitudes and behavior. One suggested way to reach these objectives is creativity. Both advertising industry professionals, awards, effectiveness reports and research support this notion that what makes advertising effective is creative excellence. However, research has shown that advertising professionals seems to have little formalized understanding about how advertising creativity work and how it is defined and measured. Current research need to better understand the response to creative advertisements by documenting how advertising professionals and consumer assess and value creativity. By applying new perspectives and new theories this thesis investigate the effects advertising creativity has on consumers. The thesis reviews the academic research on advertising creativity and contributes with five articles to increase the understanding of advertising creativity and how perceptions of creativity influence advertising effectiveness. In so doing, it plays a part in advertisers understanding and use of advertising creativity.Diss. Stockholm : Handelshögskolan i Stockholm, 2012. Sammanfattning jämte 5 uppsatser.
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Mhlatyana, Lovington Unathi. "Optimising the marketing mix to influence consumer purchasing decisions in liquor outlets." Thesis, Nelson Mandela Metropolitan University, 2016. http://hdl.handle.net/10948/11712.
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Retailers, Wholesalers, Marketers, Alcohol distributors and Manufacturers continuously fight for volume growth and market-share gain within the total alcohol market. Most of the answers of how much each can gain over a period of time remain a mystery that can only be answered by the consumers. The consumers determine who will have more share of wallet or share of throat more than the other. This is also equally applicable to brands, packs and the various alcohol categories that exist in the market. Why is it important, you possibly wonder? It is important because the alcohol market is an integrated part of our society; it contributes immensely to the South African economy and its value chain is enormous in value. Consumption expenditure increased from R3 513 039 000 in 2004 to R8 558 232 000 by 2013 in the Eastern Cape alone. In the last 10 years there has been an increase of new products that are being introduced into the market across all categories ranging from traditional alcoholic brands to flavoured and ready to drink brands. This presents an opportunity to alcohol consumers, alcohol shoppers and sellers alike. This opportunity meant that the consumer is spoilt for choice and retailers / wholesalers have an opportunity to list more brands which could possibly result in increased margins. Further to the above, South African marketers face both market challenges as well as proposed legislation regarding advertising of alcohol products. Some of the challenges include marketing clutter, competition, diverse nature of the South African consumer, infrastructure issues, government legislations, social media and digital platforms. The liquor industry of the Eastern Cape contributes approximately R7,7 billion to the Gross Geographic Product of the economy of the Eastern Cape through direct and indirect impacts; Approximately 23 620 permanent jobs are supported by the Eastern Cape liquor industry annually; Tax revenue attributable to the liquor industry in the Eastern Cape is R3,9 billion; and the economic impact of the liquor industry on gross capital formation is in the region R3,4 billion per annum. The purpose of this research is to optimise the marketing mix to influence consumer purchasing decisions in liquor outlets within the Border district within the above context. The objective of this study is to identify the marketing mix that influences consumer purchasing decisions in liquor outlets. The study will be conducted within the Border district. The Border district consists of various geographies within the Eastern Cape, South Africa. The area of the study will focus on key municipalities namely; Buffalo city, Amathole, Chris Hani and Joe Gqabi municipalities. The target sample size for this study was 360 consumers. A survey questionnaire was used to measure respondents’ preferences, attitudes, motivations and perceptions. The respondents were instructed to highlight the answer that best described them and / or their preferences. Questions were asked and the respondents had to highlight to what extent they agreed or disagreed with the question. Key findings are that there is high level of agreement that price and promotions influence consumer-purchasing decision in liquor outlets. The highest percentage of respondents are in agreement that beer is a first choice of drink and a second is spirits. 69% of the respondents agree that they change from the usual drink to a different drink when they go out. This can be attributed to the notion that consumers like to badge and want to be seen drinking brands that will be deemed socially acceptable in public, or brands that are the latest trend. The key benefits from the study include improved ability for marketers to reposition brands, give clear recommendations for drinking occasions and better understanding on how to efficiently distribute alcohol portfolios, extend brands and introduce limited editions.
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Gao, Fei. "Three Essays on Marketing Interventions to Influence Consumer Judgments, Choices, and Behaviors." Thesis, Jouy-en Josas, HEC, 2020. http://www.theses.fr/2020EHEC0002.
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Cette thèse se compose de trois essais qui développent des interventions marketing pour influencer le jugement, le choix et les comportements des consommateurs. L'essai 1 étudie si, comment et quand les correspondances multimodales affectent les jugements en aval. Essay 2 développe une intervention comportementale visant à réduire le choix des consommateurs quant à la taille des portions de nourriture, qui peut être facilement utilisée dans les paramètres de commande de nourriture en ligne tels que les applications de livraison de nourriture. L'essai 3 étudie si le programme d'incitation prosocial peut motiver efficacement les consommateurs à participer à des programmes de référence en ligneThis dissertation consists of three essays that develop marketing interventions to influence consumers judgment, choice, and behaviors. Essay 1 studies whether, how, and when crossmodal correspondences affect downstream judgments. Essay 2 develops a behavioral intervention aimed at reducing consumers’ choices of food portion sizes, which can be easily used in the settings of online food ordering such as food delivery apps. Essay 3 studies whether prosocial incentive scheme can effectively motivate consumers to participate in online referral programs
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Ruivo, Sérgio Manuel Pires. "Socialized : marketing de influência na web." Master's thesis, 2015. http://hdl.handle.net/10362/18320.
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In recent years, the ability to influence someone in a large scale was limited to
large corporations and organizations. With the advent of the web, we have been
witnessing the democratization of the power of influence.
Based on this new trend, we structured this work, with the objective of developing an innovative business plan in the online influence area, identifying the
strategic aspects of marketing, technology, organization and finance to allow their
evaluation and implementation.
This project will be called Socialized.
Socialized emerged to fill a need in the digital environment - provide access to
power of influence.
Socialized is an online marketplace that connects brands with influencers, to
carry out digital campaigns in social networks. On one hand the influencers are looking
to monetize and increase their recognition, and on the other hand, brands intend to
enhance their online presence.
The influence campaigns will be based initially on the definition of the target
communities to then identify the most appropriate influencers, according to their area of
interest, social network, shared content, ratings and prices.
The revenue streams will come from services fees provided by influencers to
brands and monthly fees paid by influencers for increased exposure on the platform.
The geographical expansion strategy, for the next three years, aims to ensure the
presence in the Portuguese, English and North American markets.
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Henriques, Pedro Montalvão. "How does web 2.0 influence marketing." Master's thesis, 2010. http://hdl.handle.net/10071/3800.
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Currently people have been developing ways to “block” attempts of contact by
companies, in order to market their products and services. In the recent decades many
techniques have been refined and used to exhaustion, such as call centers, direct sales,
promotions and events, among others.
All off these attempts to approach the client have resulted in the saturation of the
traditional marketing techniques, even existing controversial laws such as “Do Not
Call” for telemarketing, anti-spam, web and satellite radio and TiVO in the United
States of America; it basically records and removes TV ads from the persons favorite
programs.
It is then necessary to find new ways of approaching the client, who is also becoming
more selective and increasingly concerned with effective management of his time.
The exponential development of information technologies has given rise to innovative
channels of communication between businesses and customers, and a recent
phenomenon that is the case of Web 2.0, which is revolutionizing the dynamic world of
business and social relationships.
The purpose of the thesis is to explain the concept of Web 2.0, and explain how it is an
effective way to communicate with customers, especially in companies that do not have
a large advertisement budget.
In order to better understand the use of Web 2.0 and its tools, it will be elaborated a case
study based on a small and emerging company that portraits this situation, and how it
took advantage of Web 2.0 tools to better understand the consumers needs and how
should it operate in its own market.Actualmente as pessoas têm vindo a desenvolver maneiras de bloquear as tentativas de contacto por parte das empresas, na tentativa de comercializar seus produtos e serviços. Nas ultimas décadas muitas técnicas foram criadas, aperfeiçoadas e utilizadas até à exaustão, como é o caso de: Call centers, vendas directas, promoções e eventos, entre outros. Todas estas tentativas de aproximação do cliente resultou na saturação das técnicas tradicionais de marketing, tendo mesmo sido criadas controversas leis como o “Do Not Call” para telemarketing, anti-spam, rádio por satélite e Internet, livres de publicidade, e o TiVo nos Estados Unidos da América que grava e remove os anúncios de TV das pessoas programas favoritos. Dada a actual situação é necessário encontrar novas formas de abordar o cliente, que também está se tornando mais selectivo em como despende a sua atenção, e cada vez mais preocupados com a gestão eficaz do seu tempo. O desenvolvimento exponencial das tecnologias da informação deu origem a canais inovadores de comunicação entre empresas e clientes, e um fenómeno recente, que é o caso da Web 2.0, que está a revolucionar de forma dinâmica o mundo de negócios e as relações sociais. O objectivo deste estudo é de explicar o conceito de Web 2.0, e como pode ser uma forma eficaz das empresas comunicarem com os clientes, principalmente com um baixo orçamento para marketing. A fim de melhor compreender o uso da Web 2.0 e suas ferramentas, será elaborado um estudo de caso baseado empresa que retrata esta mesma situação e como utilizou a Web 2.0 para entender melhor as necessidades dos consumidores e como deve operar no mercado.
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Chen, Wei-Ju, and 陳韋如. "The Influence of Virtual Community on Marketing Mix." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/26410664855769082304.
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碩士國立中山大學
企業管理學系研究所
103
According to the rise of WEB 2.0, it made different regions’ people who have the same demand or interest to form a common group, jointed issued content and established a community environment. A wide range of communities were mushroomed, and thus gradually change and develop new ways of marketing. The traditional Marketing Mix tool has been unable to meet today''s marketing staffs’ needs. There were many new terms appearance, such as “crowdsourcing”, “user-generated content (UCG)” and so on. New types of communities manufacturing platform released, driven a wave of community members involved in co-creation product. Not only shorten the distance between the manufacturer and the end consumer, but also closer the product features to market demand; Brands have created their own community to enhance the existing customers’ loyalty and attract the potential customers. And more and more companies use social media to maintain brand reputation. This study expected to sort out the various community cases. Understand the virtual community, the situation of the use of community, and the community''s role and its function in the network platform. To find out the value creation of many classic manufacturers who using community successfully. Analysis and comparison of various manufacturers use community orientation and summarized its key success factors. In order to help people who want to deliver new business or existing brands business use the community as the marketing based reference, and propose related research recommendations.
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Marques, Ana Sofia Mesquita Tavares. "The influence of olfactory marketing on client's loyalty." Master's thesis, 2013. http://hdl.handle.net/10071/8016.
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JEL Classification System: M31Este estudo liga dois grandes temas, o Marketing e o comportamento do consumidor. Mais detalhadamente implica duas vertentes interessantes dos temas anteriores, o Marketing Olfactivo e a lealdade do consumidor, respectivamente. O foco principal que se pretendeu avaliar nesta pesquisa foi perceber se o Marketing Olfactivo no ponto de venda tem influência na lealdade dos clientes. Esta pesquisa procurou recolher respostas para a questão que se apresenta nesta dissertação através da realização de um questionário Online. Toda a investigação teve como base os resultados obtidos através do questionário feito a uma amostra de 390 pessoas. O centro de investigação foi a cadeia de lojas Zara Home que pratica este tipo de Marketing. O requisito principal para responder a este questionário online via página da Zara Home do Facebook, era de o inquirido já ter realizado alguma compra neste grupo de lojas. Como não foi possível obter uma amostra aleatória optou-se por utilizar o processo de amostragem por conveniência. Após a realização do questionário, os resultados obtidos foram analisados chegando-se à conclusão que o Marketing Olfactivo tem influência na lealdade dos consumidores.
This study connects two main themes, the Marketing and the Consumer Behaviour. In more detail, it implies two interesting aspects of the previous themes, the Olfactory Marketing and Consumer Loyalty. The main focus intended to evaluate is to understand if Olfactory Marketing at the point of sale can have any influence on the clients’ loyalty. This research tries to collect answers for the question presented on this dissertation through the elaboration of an online survey. All the investigation is based on the results obtained through the online survey made to a sample of 390 people. The investi gation center of this study was the chain of stores Zara Home which practices Olfactory Marketing. The main requirement to answer the online survey through the Zara Home Facebook page was that the respondent should have already made some kind of shopping in this group of stores. As it was not possible to obtain a random sample, the option was to use the Convenience Sampling Process. After the elaboration of the survey and collecting the answers, the results obtained are analysed, leading to the conclusion t hat the Olfactory Marketing has influence on the Customers’ loyalty.
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CHEN, YI-CHUN, and 陳怡均. "The Influence of School Marketing Strategy on School Image：The Moderating Effect of Interactive Marketing." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/f7gtzr.
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碩士德明財經科技大學
行銷管理系
106
Over the past decade, all schools face difficulties in enrollment and operations due to the he declining birth rate in Taiwan. In order to improve the effectiveness of student enrollment, schools have adopted appropriate marketing strategies to create school characteristics and enhance school image. This study aims to investigate the influence of the marketing strategies on school image. Furthermore, to understand the perceptions of parents and students, this study explore how interactive marketing interferes with the relationship between marketing strategies and school image. Based on the results, this study provides some suggestions for marketing strategies and management implications.
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WANG, YI-TING, and 王怡婷. "The Influence of Integrated Marketing Communication and Experiential Marketing on Perceived Quality and Brand Association." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/49467286833354784195.
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碩士國立屏東大學
企業管理學系碩士班
103
The study investigated the influence of integrated marketing communication and experiential marketing on perceived quality and brand association. It aims to understand whether firms could improve brand equity by pursuing experiential marketing. The research also takes marketing communication into consideration, and analyzes whether the two factors have significant influence on perceived quality and brand association which are rarely discussed in the topic of brand equity. This study conducted a survey for visitors who are participants at National Center for Traditional Arts, Miyahara and Ten Drum Art Percussion Group. Questionnaires were issued and recovered 116 valid questionnaires. This study utilized descriptive statistics, reliability test and linear regression to analyze the research data. As a result, integrated marketing communication has positive impact on perceived quality and brand association. Likewise, experiential marketing also has positive effect on the perceived quality and brand association. With regard to the practical suggestions, cultural and creative industry could use the result to adjust making programs. In addition, it could take different marketing approaches when face different customers to achieve utility maximization, including: (1) developing festival experiential activities increases customers’ impression. (2) conducting cultural and creative experiential activities makes customers understand different culture. (3) improving the overall facilities and equipment can enhance service quality, which could attract customers to participate in cultural and creative experiential activities.
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Wu, Chia Lun, and 巫嘉倫. "The Influence of Using the Information of Marketing Research System on Marketing Decision-making Process." Thesis, 1994. http://ndltd.ncl.edu.tw/handle/09043522627818454099.
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Kin, Wen Hup. "Social media marketing and its influence on international entrepreneurship." Thesis, 2015. http://hdl.handle.net/10539/18229.
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Thesis (M.M. (Entrepreneurship and New Venture Creation))--University of the Witwatersrand, Faculty of Commerce, Law and Management, Graduate School of Business Administration, 2015.As technology becomes more advanced, large corporate companies have used the social media as their advertising platform. However there is little research done on international entrepreneurs in using social media to promote their business venture across national borders. This research paper examines international entrepreneurs business ventures through social media and looks at how social media users view the social media network. A survey was used to measure the trust between social media users and the social media brand community, while an interview was conducted on international entrepreneurs. It was found that the brand communities serve as a marketing entry platform firstly for new users but more importantly it serves as a communication platform between the organisation and consumer. However, international entrepreneurs have not been able to grasp the social media concept, at times, delayed announcement on their new product launch. Many international entrepreneurs lack the social media abilities, therefore are constantly not being able to fully utilise social media as a marketing and advertising platform.