Dissertations / Theses on the topic 'Branding (Marketing) – Social aspects'
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Ayankoya, Kayode A. "A framework for the implementation of social media marketing strategies in political campaigning." Thesis, Nelson Mandela Metropolitan University, 2013. http://hdl.handle.net/10948/d1020118.
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The concept of social media has grown rapidly in the last years. This can be attributed to the rate of adoption and the penetration of social media around the world. Currently, there is an estimate of over two billion people that are actively using social media. The increased usage of social media has changed the way people interact and communicate. Literature suggests that Internet-enabled social networks (relationship between or among individuals and groups) are developing faster than offline relationships. Previous studies have linked social media to the social network theories that define social relationships based on the actors, the ties that exist and the flow of resources among them. This is made possible by social networking sites and other Internet enabled services that allow friends to meet, connect and interact. Social media allow for individuals, groups or organisations to build their social network of friends and followers. It also facilitates the formation of communities with common interest. Social media facilitate the creation and exchange of content such as text messages, images, audio and video formats among individuals or communities that share a common interest or belong to the same social network. Social capital theorists suggest that the ties that exist in social interaction like on social media have the ability to create benefit for the actors in the networks. This provides the foundation to study the benefits that individuals and organisations can obtain from social media. The opportunity to target and communicate directly with the target market and potential customer qualifies social media as a valuable marketing tool and an important component of the integrated marketing communication. As a marketing communication tool, social media introduces a completely new paradigm into marketing communications. Therefore marketing professionals and academics are continuously seeking how to take advantage of social media for different industries. In the field of politics, the use of marketing concepts to engage voters and drive collective participation in political processes has become critical due to stiff competition. The use of social media for political campaigning and engagement could be beneficial, but politicians and political organisations are not taking full advantage of the concept. Previous studies show that organisations are aware of the opportunities that social media could provide for their organisations. However, they are reluctant because they are faced with the problems of lack of information on how to implement social media for business purposes. This treatise investigates the approach and critical success factors for the use of social media for political campaigning and engagement. To evaluate the conceptual framework that was suggested by this study based on the literature review and case studies, an empirical study was conducted among the members of the Democratic Alliance in the Eastern Cape. A survey was conducted among the members of the Democratic Alliance in the Eastern Cape using a questionnaire and 92 responses were received. The questionnaire measured the respondents’ social media usage, level of political engagement, perception on the use of social media for political engagement and the level of political activities on social media. Also, hypotheses were tested to examine the assumption that there might be an association between the respondents’ gender, population group and level of political activities on social media. The findings of this study indicate that a structured approach, a strong emphasis of engaging followers socially and micro-targeting are critical to effective implementation of social media for political campaigning and engagement. Other factors include the direct involvement of leadership, listening and encouragement of user generated contents. This study concludes that political organisations can use social media to establish multi-levelled social networks that provide access to their target audience and also reach potential audience through their friends. This social connectedness can then be translated into political social capital for campaign and engagement purposes.
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Purohit, Ashish. "An investigation into the use of social media channels within the South African retail banking environment in support of creating and maintaining brand loyalty." Thesis, Rhodes University, 2015. http://hdl.handle.net/10962/d1018920.
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The use of social media in the retail banking environment has changed the way the banking industry communicates with customers, creates sales and performs marketing and operational tasks. Social media strategies need to be aligned to business goals and effectively used to integrate social media as part of the overall marketing strategy. Only by understanding brand loyalty, multi-channel systems and social media channels can marketers effectively implement social media. In measuring brand loyalty, factors that influence customer buying behaviour and components that influence online interaction are essential in engaging different groups of customers in social media. This research study aimed to examine the use of social media within the South African retail banking environment with a focus on creating and maintaining brand loyalty. An exploratory, mixed method research design was employed. Data collection instruments used in the study includes online surveys, structured interviews, and focus groups. Participants consisted of marketing personnel and customers. Three lead/head social media marketing personnel participated in the interview process, 14 marketing personnel took the online survey and 4 participated in a focus group. Participants for the online survey also consisted of 40 customers who were connected through the internet and performed various online banking activities. Data was analysed both quantitatively and qualitatively. Data from the online surveys completed by customers was analysed quantitatively using descriptive analysis, structural equation modelling (SEM) and factor analysis which was performed on the brand loyalty variables and the brand loyalty measures. Content analysis was used to qualitatively analyse data from the structured interviews. Data from the online surveys completed by marketing personnel was analysed quantitatively and qualitatively. Findings indicated that social media forms an integral part of the marketing strategy that needs be aligned with the core business goals. Banks therefore need to focus on creating campaigns that are fun, exciting and appealing to the target market. A culture of innovation and new ideas is essential to grow the product/service. Building brand trust and creating customer satisfaction forms the core of creating brand loyalty on social media. Banks need to be aware of factors that influence customer brand loyalty and components that influence loyalty on social media in order to measure things that matter through analytical tools so that an actionable strategy can be put in place and implemented.
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Patti, Frank Anthony. "Branding in Independent Schools| Identifying Important Aspects of the School Branding Process." Thesis, University of Pennsylvania, 2017. http://pqdtopen.proquest.com/#viewpdf?dispub=10608474.
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Branding in independent schools is a topic that has not been fully explored by researchers in the field of marketing and branding. Many factors have forced independent schools to begin to look at brand management as a way to respond to sudden enrollment issues. The recession of 2008, increasing quality of public schools, and the rising cost of an independent school education are three major factors that have prompted independent schools to think much more carefully about their images. Although there is some research on the ways that colleges and universities successfully apply branding strategies, K-12 independent schools have very little academic research on which to rely.
The purpose of this research project was to explore the branding process in K-12 independent schools through a case study of one independent school’s professionally led branding initiative. Research on college and university branding tells us that certain parts of the process are more important than others. The qualitative methods employed in this case study revealed that there are three aspects of the branding process that were particularly useful in the branding process of this independent school: understanding the social and political context of a school’s setting, engaging the faculty in the branding process, and developing clear and consistent brand messaging to the internal community. This study concludes by examining the implications of these findings for research and practice.
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Kull, Alexander J. "Branding Implications of Co-Created Social Responsibility." Scholar Commons, 2016. http://scholarcommons.usf.edu/etd/6288.
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One of the most profound transformations of the marketing discipline in recent history has been driven by the democratization of power relations and value creation between brands and consumers. This dissertation explores the branding implications of this fundamental shift by investigating whether and how the type and degree of control shared by brands affect consumer empowerment perceptions and, in turn, consumer–brand relationships, as well as whether and how these effects might be moderated by the size and diversity of the choice set and by the image valence of the brand that shares control with consumers.
The present research examines such questions in a prosocial context by studying an emerging form of co-created social responsibility, cause-related marketing (CM) with choice, in which the consumer, not the brand, chooses the charitable cause to which the brand will donate in response to the consumer’s purchase. By integrating research on power, choice, and brand relationships, this dissertation proposes a conceptual framework that predicts whether, when, and why giving consumers control over a brand’s meaningful decision (operationalized as CM with choice) strengthens consumer–brand relationships. Six experiments test this framework.
The dissertation shows that letting consumers choose a brand’s donation recipient strengthens consumer–brand relationships by increasing consumer empowerment and engagement. This serial mediation through empowerment and engagement is replicated across all studies. The main effect can be bolstered by providing consumers either unrestricted choice (i.e., choose any cause from memory) rather than restricted choice (i.e., select from a list of predetermined cause options; Studies 1–4) or a combination of both choice modes (Study 4), but not by expanding the size of the set of cause options (Study 2) or increasing the similarity or dissimilarity of the options (Studies 3a and 3b). Finally, Study 5 reveals that introducing a conventional CM campaign improves brand outcomes (attachment, attitudes, and purchase intentions) regardless of brand image (negative, neutral, or positive) and that adding consumer cause choice to the campaign benefits brands as much as (or more than) introducing the campaign itself does, though only when brand image is neutral or positive. When brand image is negative, adding consumer cause choice fails to improve brand outcomes and can even backfire—a boundary condition similar to the boomerang effect that arises from psychological reactance because consumers prefer to keep their distance.
A central implication of this dissertation is that when a brand allows consumers to co-create its charitable giving campaign, neither the choice set’s size or diversity nor consumers’ involvement or satisfaction with the chosen cause brings consumers closer to the brand; instead, what brings them closer to the brand is their increased sense of empowerment, which in turn enhances their engagement with the brand that shares its control. An equally important implication results from the observed boomerang effect, which should serve as a warning for any managers who risk falling into the trap of adopting a standard, one-size-fits-all view of prosocial co-creation as a tool to repair an otherwise defective brand reputation. A strategy that encourages consumers to serve as brand agents by co-creating the brand’s meaning requires caution on the brand’s part. As in interpersonal relationships, the general desire to spend time together must first be at least somewhat mutual before any shared experience—no matter how positive—can make the bond grow stronger.
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Scholtz, Reynardt. "Social media tools influencing customer purchasing behaviour in the retail environment." Thesis, Nelson Mandela Metropolitan University, 2014. http://hdl.handle.net/10948/d1021055.
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Given the importance of a business being able to create a positive brand image in the minds of customers and influencing customer purchasing behaviour, there is a lack of attention given to the research of the role that social media tools can play in the success of retailers. Numerous research studies have focussed on determining the advantages of and impact that social media tools can have on the success of businesses, however, the impact of social media tools on the creation of a positive brand image, and influencing customer purchasing behaviour is less evident. Thus, the primary objective of this study is to investigate the influence of social media tools on the brand image of retailers and how it affects customer purchasing behaviour. A full literature review was conducted on the retail environment and its importance, as well as on social media as a marketing communication tool. Thereafter, independent variables (Official websites, Facebook and Twitter) were identified as possibly influencing the intervening variable (Brand image) and dependent variable (Customer purchasing behaviour). Three independent variables were selected and used to construct a hypothetical model and research hypothesis. The purpose of these independent variables was to determine whether the use of social media tools could lead to a positive brand image and ultimately improve customer purchasing behaviour. An empirical investigation was undertaken to be able to establish the influence of social media tools on the brand image and customer purchasing behaviour of retail customers. The measuring instrument used for this study, a questionnaire, was constructed from secondary literature sources. The convenience sampling technique was used to identify respondents. The usable questionnaires that were gathered from respondents were examined through statistical analyses. Exploratory factor analysis (EFA) and the calculation of Cronbach’s alpha coefficients were used to confirm the validity and reliability of the measuring instrument. Descriptive statistics, as part of the data analyses, were calculated to summarise and allow interpretation of the sample data. Furthermore, Pearson’s Product Moment Correlations were calculated to determine correlations among variables used in this study. Multiple regression analysis was the primary statistical procedure used for testing the significance of relationships hypothesised between the independent, intervening and dependent variables of this study. The empirical investigation was concluded by a the calculation of a t-test and Analysis of Variance (ANOVA), for the purpose of determining the influence of selected demographic variables on respondents’ perceptions with regard to the independent, intervening and dependent variables. In addition, post-hoc Tukey tests were conducted to determine significant differences among individual mean scores, and the degree of practical significance was determined by calculated Cohen’s d values. Based on the results of the empirical investigation, significant relationships were found among the independent variables (Official websites, Facebook and Twitter), the intervening variable (Brand image) and the dependent variable (Customer purchasing behaviour). The empirical investigation revealed that the age of respondents has a significant impact on how their image of a brand and purchasing behaviour are influenced by retailers’ use of social media tools. This study has made a contribution to the shortage of literature on the impact of social media tools on retailers. The hypothetical model developed for this study assisted in understanding the impact that retailers’ use of social media tools have on the brand image of retailers and customers’ purchasing behaviour. As a result, this study provides recommendations and suggestions for retailers to ensure a positive brand image in the minds of customers, and to ultimately use social media tools to positively influence the purchasing behaviour of customers.
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Rennie, Tarryn. "The interplay of social semiotics in selected examples of experiential brand marketing." Thesis, Nelson Mandela Metropolitan University, 2016. http://hdl.handle.net/10948/3695.
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As with the traditional form of print advertising, advertisements were, and still are designed in a particular way to attract the viewer’s attention and direct the attention towards a specific area within the framework of the advertisement. However, besides print advertising, today’s markets require further interaction with consumers and the public at large. This has given rise to the use of experiential brand marketing whereby consumers interact with the brand in out-of-context situations. The advancement of technology has enabled user experiences to go beyond the traditional forms of branding such as television, print, radio and even on-line advertising, websites and so forth and users are able to upload experiential brand experiences instantly on social networking sites. This, in turn, has indicated that marketers need to take full advantage of social networking, PR and audience interaction with brands. Theo Van Leeuwen & Gunther Kress (2005:7) investigated the context of ‘framing’ in visual communication where elements either have some kind of ‘connectedness’ or ‘disconnectedness’. This study focuses on the context of Van Leeuwen’s (2005:7) ‘framing’ of traditional print magazine designs to the environments or brandscapes in which experiential brand activations are taking place. According to Lenderman (2006:52), experiential marketing requires person-to-person networking with consumers who use sophisticated networking tools for respectful conversations between the consumer and the brand. Not only is this a cost effective solution to making a relatively unknown brand reach the masses, but it also allows an opportunity of immediate audience participation and instant recording of data that can spread across a global network. The theoretical base of social semiotics, underpinned by Van Leeuwen’s theory of ‘framing’, forms the theoretical basis of this study, with case studies of various experiential brand activations being analysed. An analysis of the environment in which the brand experience takes place, along with consumer reactions and their reactions to the overall brand experience in terms of experiential branding is studied. The aim of this research is to identify how the interplay of social semiotics could be used to interpret the current trend of user brand experiences in terms of experiential, interactive marketing.
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Gårlin, Pehr, Max Johansson, and Rickard Rehnström. "Marketing a brand in social media : A case study with Hide-a-lite." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-16108.
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Visser, Ilze. "Impact of social media on the brand image of a higher education institution." Thesis, Nelson Mandela Metropolitan University, 2012. http://hdl.handle.net/10948/d1011274.
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Social media is an unexplored and new area, for both businesses and academia. Many institutions are not confident on how to improve their business through the use of social media, neither for internal or external purposes. Social media is nevertheless immense among private persons (Wikström & Wigmo 2010:1) and to ignore this would be a critical mistake by marketing communicators, regardless of the economic sector in which they operate. Therefore, this study intended to expand on the current limited knowledge and information available relating to the use of social media by Higher Education Institutions (HEIs) to improve their brand image. The primary objective of this research was to evaluate and empirically test the impact of selected Brand identity variables (Brand reputation, Brand relevance, Brand personality, Brand performance and Brand relationship) on the Brand image of a HEI, through the use of social media. The focus was on the impact of social media (Facebook) on the brand image of a Higher Education Institution (HEI), namely the Nelson Mandela Metropolitan University (NMMU), which was used as the sample for this study.
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Enemar, Sara. "Employer branding : Ett kommunikativt instrument." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-10146.
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Det blir allt mer värdefullt för företag att kommunicera ut sitt arbetsgivarvarumärke till sina medarbetare och till framtida potentiella medarbetare. Fenomenet benämns employer branding och diskuteras i de flesta branscher. Modeindustrin är, i detta sammanhang, definitivt inget undantag. Employer branding handlar om att göra ett företag till en attraktiv arbetsplats och erbjuda ett unikt värde till befintliga och framtida medarbetare. Utmaningen inom employer branding framhävs genom den omstridda konkurrensen över att finna de mest lämpade medarbetarna och behålla de rätta medarbetarna i kombination med att kommunicera sina unika förmåner för att tilltala den allt mer specialiserade kompetensen hos arbetssökande. Employer branding kan i många fall stå i relation till sociala medier, som på många och olika sätt kan tilltala den interna sfären och externa intressenter hos ett företag. Med detta som grund utvecklades studiens syfte att undersöka hur employer branding skapar en attraktiv arbetsplats genom att öka motivationen hos anställda och förmedla ett externt informationsvärde. Studien har utgått från en kvalitativ metod där fyra fallföretag har involverats för att få fram relevant information där semistrukturerade intervjuer genomförts med samtliga fallföretag. Fallföretagens intervjuer presenteras under resultat för att tillsammans kunna mynna ut i en analys. Det har visats att fallföretagen arbetar främst internt med sin employer branding med en levande dialog kring företagets vision och värderingar tillsammans med att erbjuda sina medarbetare utveckling, karriärmöjligheter, trivselaktiviteter och se till den enskilde individen. Detta samtidigt som de har blicken mot de externa intressenterna genom att använda sig av sina befintliga medarbetare och sociala medier för att kommunicera sina unika värden. Dock framförde samtliga fallföretag att de måste utveckla sin externa kommunikation så inte en lämpad medarbetare går vidare till ett annat företag. Sammantaget visar studien hur fyra olika svenska modeföretag resonerar kring och använder sig av det allt mer aktuella fenomenet employer branding.
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Tam, Kam Chuen. "Adolescent cigarette smoking and social marketing." HKBU Institutional Repository, 1996. http://repository.hkbu.edu.hk/etd_ra/57.
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bahaduri, shazia, and ronahi yesilgul. "Human branding within influencer marketing : isabella löwengrip as a human brand." Thesis, Karlstads universitet, Handelshögskolan (from 2013), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-77851.
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The aim of this case study is to understand the importance of human branding inInfluencer Marketing, (IM). The study will further be based on exploring andexamining the brand of a case study, Isabella Löwengrip. She has a broad audienceon social media and has been a role model for many for over a decade. Not only isIsabella an influencer, but she also represents her brand, Löwengrip invest. Herstrong appearance and unique marketing positioning efforts makes her aninteresting candidate to investigate within influencer marketing to better understandhow human brands are utilized in IM.
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Le, Roux Alta S. "Establishing the role of branding in social enterprises." Thesis, University of Pretoria, 2013. http://hdl.handle.net/2263/32391.
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“What role did branding play in the social marketing processes of the three Schwab
Foundation award winning social enterprises (SEs)?” The research problem, as well
as the research questions, revolve around the issue of establishing how branding
may be employed as part of the social marketing process in such a way as to
increase the competitiveness of those organisations known as social enterprises
(SEs).
This study investigates three SEs whose Chief Executive Officers (CEOs) have won
The Schwab Foundation Social Entrepreneur (SFSE) of the Year Awards, to
determine how branding was used as a communication tool to position their
organisations as leaders and differentiators in the development sector. The three
SEs that were chosen as case study organisations are: Soul City, Heartbeat and the
Johannesburg Housing Company (JHC).
The theoretical context focuses firstly on the non-profit sector in South Africa as the
context and environment of this study, more specifically, the evolution of non-profit
organisations (NPOs) into Social Enterprises (SEs). This is followed by defining
communication principles and applications as they appear in both profit-driven and
non-profit organisations/social enterprises (NPOs/SEs). This is applied in two
different communication contexts: communication within corporate organisations and
communication within development organisations.
The last theoretical focus is placed on understanding what branding means, a
description of the different branding categories, and a view of the evolution of
branding to brand building and brand leadership. This is followed by a discussion on
the importance of brand identity and equity in the process of brand development,
brand management and measurement, including a presentation of the main role
players in this brand-building process. Branding is then discussed as it is applied in
SEs, outlining what a strong brand could do for the development sector.
A combination of qualitative and quantitative research approaches are utilised; more
specifically a qualitative research approach, supported by a quantitative one,
referred to as the “dominant less-dominant model”. This study is based on the
grounded theory model supported by a collective case study approach, also referred
to as “building theories from case study research”.
The study further indicates the theory that was generated by this study, namely “The
Social Enterprise (SE) branding layered grounded theory model”. Whereas the 1st
layer displays the important role that the NPO/SE sector if fulfilling in modern society;
the 2nd layer the specific space and linkages of SEs with the different other society
sectors are explained; the 3rd layer positions/similar to Maslow’s hierarchy of needs
with the growth path of NPOs towards SEs and their own sustainability on the
NPO/SE pyramid model; the 4th layer indicates the fact that the same corporate
communication principles applies to the development sector; and the 5th layer
stresses the important role that branding plays as the core element of a corporate
communication strategy.
In summary, the study found that a lack of implementation of corporate
communication in NPOs and SEs, more specifically the absence of a corporate
identity, image and a strategic brand management process, has a direct impact on
the effectiveness of
SEs’ communication and limits the achievement of their developmental objectives.Thesis (PhD)--University of Pretoria, 2013.
gm2013
Information Science
unrestricted
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Danyarov, Elvin, and Oscar Smart. "Facebook and Fan Communities : Basketball Clubs’ Social Media Strategies." Thesis, Umeå universitet, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-104431.
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The research examines and explores the differences and similarities between how the social media platform of Facebook is used in the context of the basketball industry. The research centers on the respective Finnish and Swedish basketball leagues. More precisely, the study scrutinizes nine basketball teams social media representatives – four Finnish and five Swedish – perceptions on how their respective sport clubs act on the medium of Facebook, through the use of relevant marketing theories. “How do Swedish and Finnish basketball clubs manage their brands and fan clubs on Facebook?” In the recent years sport marketing has been researched extensively, however the research on sport marketing has focused solely on more established sport leagues (e.g. National Basketball Association, Premier League among other bigger leagues). The major emphasis in sport marketing has been on bigger leagues; this research focuses on the smaller and less established leagues of Finland and Sweden. There is a limited or no literature to be found of sport marketing, which specifically focuses on smaller national leagues. Additionally, the study adds knowledge to a relatively new and evolved way of marketing. Social media marketing research is at its infantry stage, at least when considering research done in more traditional marketing, thus the research could add knowledge to this young marketing sphere. The study is based on a social constructivist approach, where the social actor creates reality. The teams’ social media representatives had their own unique interpretations of team’s actions on the social media platform of Facebook. Moreover, the primarily reason for the study was to create understanding of the perceptional Facebook practices used by two countries basketball teams. The main research question was divided into three research objectives to get more accurate results. Relevant theories of branding and customer relationship management, where emphasis is on relationship marketing, were used to answer the three more specific research objectives. More specifically the theory of relationship marketing is used to identify the teams’ relationship management practices on the social media platform of Facebook and the theory of brand equity was used to understand how the teams’ build their brand image on the medium. Additionally, appropriate organizational definitions are used to recognize the underlying reasons why the sample teams are motivated to use the platform of Facebook. The results indicated that there were both similarities inside the examined country’s teams’ perceptions of Facebook activities and differences between these perceptional practices. However, the differences were of a lessening degree than similarities. Similarly, the country comparison showed that there were only minor differences between Facebook practices used by two countries’ club practices. The study gives a sound general view of smaller and less established sport league teams, thus the study could give a good foundation for further studies on other smaller and less established countries sport league clubs. Furthermore, it could also be used as a building block for a more extensive study, where perceptions of multiple club key stakeholders could be compared with each other to find similarities and differences between their perceptions gaps.
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Yuen, Wai Yee. "Strategic use of collective memory in advertising : the case of Cathay Pacific Airways' 60th anniversary ads." HKBU Institutional Repository, 2010. http://repository.hkbu.edu.hk/etd_ra/1189.
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Larsson, Tom. "Kan jag bli viral?" Thesis, Malmö högskola, Fakulteten för teknik och samhälle (TS), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-20056.
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Integrationen av sociala medier i dagens samhälle har bidragit till framväxten av en mersammankopplad och global värld. En värld som erbjuder fler tekniska möjligheter än tidigare, men som även bidrar med nya utmaningar. En av dessa utmaningar är hur man ska agera för att bli positivt utmärkt på den alltmer konkurrensutsatta arbetsmarknaden. Denna studie syftar till att angripa denna utmaning genom att undersöka hur den sociala applikationen Instagram kan användas som en kanal för personlig marknadsföring. Studiens slutsatser, vilka är baserade på en kombination av resultat från litteraturstudier samt kvalitativt inriktade intervjuer och innehållsanalyser, tyder på att Instagram kan användas som ett personligt marknadsföringsverktyg. Resultatet av studien indikerar att man bör börja med att klargöra sina unika och attraktiva egenskaper, mål och färdigheter för att skapa sig ett personligt varumärke.Detta varumärke kan sedan kommuniceras på Instagram genom skapandet och applicerande av en intresseveckande markandsföringsstrategi. För att höja chanserna att strategin ska lyckas bör den vara autentisk, tydlig, konsekvent och tilltalande för potentiella arbetsgivare. Resultaten tyder även på att det är viktigt att t.ex. använda hashtags och kommentarer för att skapa positiva interaktioner och uppmärksamhet kring ens varumärke/Instagramkonto. Slutligen bör man även utvärdera resultatet av ens ansträngningar för att se om ens mål blivit uppfyllda.The integration of social media in today's society has largely contributed to the development of a more accessible and global world. Even if this evolution raises countless possibilities it also creates challenges, one of those is how to become positively distinguished in the increasingly competitive employment market. This study addresses this challenge by investigating how the new and popular social application Instagram can be used as a tool for personal branding. The findings, which are based on a combination of literature reviews, qualitatively oriented interviews and content analysis, concludes that Instagram can be used a personal branding tool. The recommended way to do this is by first clarify one's unique brandable attributes, values and goals by constructing a personal brand. This brand can then be communicated through Instagram by the use of a captivating strategy, which are evaluated and reviewed after some time. This in order to gradually develop the value offered so that the brand remains contemporary and competitive. To increase the chances of succeeding with the strategy, it should be authentic, clear, consistent and appealing for prospective employers. Findings also show that it is important to use e.g. hashtags and comments to create positive interactions and buzz around one's brand/Instagram account.
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Eggeling, Kristin Anabel. "Brand new world : the politics of state-branding in Kazakhstan and Qatar." Thesis, University of St Andrews, 2018. http://hdl.handle.net/10023/16789.
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This thesis explores the political use of branding in international relations by focusing on the branding exercises of the Republic of Kazakhstan and the State of Qatar over the last two decades. In most of the existing literature, branding is theorised as a representational and instrumental practice that is strategically used to increase a country's competitive edge. Adopting a critical constructivist lens to the study of International Relations (IR), this thesis challenges this reading and argues instead that branding is a productive and inherently political practice that (re)produces dominant interpretations of state-identity rather than merely describing them. Based on the core constructivist claim that much of politics revolves around the competition to give meaning to the world, this thesis argues that the version of the state promoted through branding is neither neutral nor brand new, but inherently politicised and tied to the conversation and legitimation of the incumbent political regime. Inspired by the ongoing practice turn in IR, the starting point for the analysis is a focus on the display of the state through a range of everyday practices long ignored by IR scholars. In particular, it focuses on how the political leadership in both Kazakhstan and Qatar has used the urban development of their capital cities, the hosting of international sports events, and the construction of 'world-class' universities to present new ideas about their state to various inter/national audiences. Using an original data corpus of multimodal primary and secondary material, the analysis traces how branding practices produce and normalise a certain interpretation of Kazakhstani and Qatari statehood, and then interrogates how we can understand this interpretation as politicised and tied to the interests of the regime. The goal of the analysis is twofold. First, this thesis aims to elucidate how relevant instances of state- branding unfold and travel across different empirical contexts (Kazakhstan and Qatar) and cases (urban development, sports and education). Second, it aims to push current scholarly understandings by (re)conceptualising branding as a genre of contemporary identity politics, and produce broader insights about the characteristics and mechanisms of this increasingly normalised - yet often as politically non-salient dismissed - practice of international relations.
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Mangolothi, Brightness. "The use of social media for marketing and communication purpose in institutions of higher learning." Thesis, Nelson Mandela Metropolitan University, 2012. http://hdl.handle.net/10948/d1019698.
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Social media have become a widely used tool to communicate with the orgnisations stakeholders. Institutions of higher learning are also venturing into this new way of marketing and communication. This study intended to determine how South African institutions of higher learning are using social media for marketing and communication purposes. Firstly, a literature study was conducted to gain an understanding on how social media are used. Further an empirical study was conducted, which consisted of two phases. The first phase was a case study on NMMU and Stellenbosch University. Structured-interviews, focus groups and observation were used to collect data from the cases. The collected data were then used to construct a questionnaire that was used for a survey. The survey was distributed to all 23 universities, 50 public FET colleges and the 200 private FET college. 92 institutions responded to the survey. The findings prove that there are various opportuntities and challenges in using social media although it should be stressed that the opportunities outweigh the threats. There is no visible difference between colleges social media implementation in relation to institutions of higher learning. Most institutions use more than one social media tool. Facebook is the most widely used social media followed by Twitter, YouTube and LinkedIn. Flickr, MXit, Google+ and Blog are the least used social media. The observations of the NMMU and Stellenbosch University show that these two institutions are striving to engage with their target audiences. Although the institutions are using social media, some of the concerns are that institutions are not measuring their social media use. For those who are measuring, most depend on the free measurement tools which focus only on the quantitative measure. The governance of the social media use is none existent. Most respondents stated that they do not have a policy or guidelines informing social media management. Most of the respondents felt that they want to use more social media tools in future although some of the challenges alluded to were lack of capacity, human resources and budget.
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Смерічевський, Сергій Францович, Serhii Frantsovych Smerichevskyi, Максим Віталійович Колесник, and Maksym Vitaliiovych Kolesnyk. "Evolutional aspects of ethical, responsible and innovative composition of social marketing." Thesis, National institute of economic research, 2019. https://er.nau.edu.ua/handle/NAU/44110.
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Management of the decision-making process by the consumer in the current market conditions is characterized by complexity, since it covers the application of advanced modern marketing mix methods not only in relation to the tasks of organizing a separate transaction for goods (services) exchange, but assumes interaction with all stakeholders in the market. As a result it ensures the market exchange stability, increases value got by the end consumer in terms of forming its true loyalty in the society, and therefore ensures the stability of enterprise market potential development.
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Shoreibah, Ream A. "Cause Placement: A Conceptual Framework and Empirical Findings." Scholar Commons, 2016. http://scholarcommons.usf.edu/etd/6389.
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The use of embedded marketing, the practice of seamlessly integrating advertising messages into entertainment vehicles, continues to grow as media consumption shifts to on-demand forms, and reaching audiences with traditional advertising becomes more challenging. This dissertation investigates cause placement, the term proposed for the social marketing equivalent of product placement, the more widely known form of embedded marketing. Cause placement is the promotion of pro-social causes by verbally and/or visually inserting related elements into entertainment programming. Cause placement merits its own stream of research, because consumers are expected to react differently to the placement of social issues than to the placement of commercial products. However, cause placement has enjoyed little empirical research. This two-essay dissertation proposes a theoretical framework for the relationship between six independent variables, three of which have not been previously investigated in the embedded marketing research, on three dependent variables that measure the effectiveness of cause placement. The independent variables are placement modality, placement centrality, programming genre, image of the character, consistency of the behavior, and brandedness of the cause. The dependent variables are recall of the cause, attitude toward the cause, and intention to support the cause. Each of the two essays tests a portion of the proposed framework.
Essay 1 (Chapter 4) investigates the effects of brandedness of the cause and placement modality on the three dependent variables using a 2 (branded/unbranded) by 3 (verbal/visual/ both) between-subjects design. As hypothesized, a branded cause was found to yield better recall than an unbranded one regardless of modality. Contrary to expectations however, there was no interaction effect between modality and brandedness on attitude toward the cause and intention to support the cause. The branded cause resulted in higher attitudes than the unbranded ones, and there were no significant differences among the groups for intention to support the cause, likely due to a ceiling effect reached because of the familiar cause used. The pattern of results plotted for attitude toward the cause was in the predicted direction, such that for the unbranded conditions the both verbal and visual modality had the highest attitude while for the branded conditions the opposite was true.
Essay 2 (Chapter 5) investigates the effect of image of the character and consistency of the behavior on the three dependent variables using a 2 (“good guy”/”bad guy”) by 2 (consistent/ inconsistent) between-subjects design. As hypothesized, recall of the cause was higher when the main character’s behavior was consistent with his personality, regardless of the image of the character. Also as predicted, there was an interaction effect between image of the character and consistency of the behavior, such that attitude toward the cause was higher for consistent than inconsistent behavior when the image of the character was “bad guy,” but there was no significant difference in attitude toward the cause for consistent versus inconsistent behavior, when the image of the character was “good guy.” The analogous pattern hypothesized for intention to support the cause did not hold, however, perhaps due to the moral obligation that participants may have felt to follow the promoted behavior regardless of their personal attitude toward the cause. Limitations for both essays are discussed, as well as areas for future research.
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Ewing, Douglas R. "When Does Brand Matter? An Empirical Examination of the Roles of Attachment, Experience, and Identity within Consumer-Brand Relationships." University of Cincinnati / OhioLINK, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=ucin1275917499.
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Maracic, Jagoda, and Spomenka Maracic. "Emotional branding : fulfillment of people's needs: a laboratory experiment." Thesis, Kristianstad University College, School of Health and Society, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-949.
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The concept of emotional branding has not received much attention from the academic community. Emotional branding is a powerful and advantageous instrument. It links brand to the customers, makes customers identify themselves with the brand, adapts brand to customers’ way of life, and makes brand more reliable in customers´ eyes. Simply defined, emotional branding is about fulfilment of peoples’ needs.
This dissertation explores and analyses factors, which explain the concept emotional branding. After having reviewed the literature in the area of branding and emotions, the authors of the dissertation create an explanatory model. This model consists of four factors: Trust, Personality, Lifestyle, and Relationship. Four propositions are formulated in order to test the model. The suggested theory was tested in a laboratory experiment with a Multi-method qualitative study. The conclusion of the research conducted is that emotional branding, indeed, can be explained by four factors; Trust, Lifestyle, Personality, and Relationship.
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Johansson, Ulrika, and Wallsbeck Frida Eklöf. "Instagram Marketing : When brands want to reach Generation Y with their communication." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-25681.
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Title Instagram marketing- When brands want to reach Generation Y with their communication Authors Frida Eklöf Wallsbeck and Ulrika Johansson Supervisor Thomas Helgesson Level Bachelor thesis in marketing (15 ECTS). Spring 2014 Keywords Branding, Marketing communication, Social media, Instagram and Generation Y. Purpose The purpose of this study is to find out how marketing on Instagram works in order to reach Generation Y. Further the purpose is to contribute with theoretical knowledge about what communication Generation Y prefers from brands on Instagram, why they prefer it and what it can lead to. Frame of Reference In this chapter we divided the theories under branding, marketing communication, social media, Instagram and Generation Y. Under every chapter the chosen subject will be discussed further and deeper. Method This study is written with a descriptive and an explanatory method with a deductive approach. We have used the triangulation method combining qualitative and quantitative data. Empirical Data The outcome from the qualitative interviews and the quantitative survey will be presented under this chapter together with the SPSS analysis. Conclusion Generation Y on Instagram is a generation who is used to a high amount of marketing noise and because of that and their desire to be unique they demand extraordinary branding on Instagram. When marketing towards Generation Y brands must first form the content after the Instagram value. The content should also be creative and selective as well as it should contribute with knowledge. Further brands should communicate personal content with focus on one-way communication. By doing this, brands could expect a chance of lower barriers, increased solidarity and becoming a part of the Generation Y’s everyday life.
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Bång, Andreas, and Cajsa Roos. "Digital Marketing Strategy." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35282.
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Abstract Course/level: 2FE16E, Bachelor Thesis Authors: Bång Andreas & Roos Cajsa Tutor: Krister Jönsson Examiner: Pejvak Oghazi Title: Digital Marketing Strategy within Manufacturing Industry – A qualitative case study Keywords: Digital marketing strategy, relationship, branding, profit/performance, social media, social commerce, service quality, digital channels, the Internet, digital development, importance of digital channels Background: The climate in B2B is very competitive and the need for a marketing strategy is vital for a company to stay competitive. Relationship, branding and profit/performance are three parts that are argued to be central in a marketing strategy. The Internet and digital marketing strategy is an area that lacks research in the context of the manufacturing industry. Therefore it could be of importance to identify how companies use the Internet and digital channels in their digital marketing strategy. Research questions: RQ 1. How do small and medium sized companies in B2B sectors use the Internet and digital channels in their marketing strategy? RQ 2. Why do small and medium sized companies in B2B use the Internet and digital channels in their marketing? RQ 3. How do small and medium sized companies in B2B see at future development of the use of the Internet and digital channels? Purpose: The purpose of this study is to identify how small and medium sized companies in B2B use the Internet as a tool for digital marketing strategy. Methodology: Qualitative approach, multi case study, semi-structured interviews Conclusion: Most used digital channel is the homepage. The more competition a company has results in a higher adoption of digital channels. Relationships can be enhanced through digital channels.
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Rosa, Heloisa 1988, Edson Roberto 1965 Scharf, and Universidade Regional de Blumenau Programa de Pós-Graduação em Administração. "O valor social como partícipe do processo de construção de marca em uma cooperativa de crédito de Blumenau/SC." reponame:Biblioteca Digital de Teses e Dissertações FURB, 2016. http://www.bc.furb.br/docs/DS/2016/361477_1_1.pdf.
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Orientador: Edson Roberto Scharf.Dissertação (Mestrado em Administração) - Programa de Pós-Graduação em Administração, Centro de Ciências Sociais Aplicadas, Universidade Regional de Blumenau, Blumenau,
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Jedličková, Martina. "Online marketing značky L'Oréal Professionnel." Master's thesis, Vysoká škola ekonomická v Praze, 2016. http://www.nusl.cz/ntk/nusl-264369.
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The aim of this master thesis is to analyse and evaluate marketing activities of the brand LOréal Professionnel in online environment. Evaluation is based on goals of each used tool. Thesis includes comparison of communication in three countries, where brand applies unified strategy and way of communication. Results are analysed for the Czech republic, Slovakia and Hungary. This thesis include analyse of web pages, search engine marketing and communication on social media. Also emailing is mentioned but there are not so many results since brand started recently with this activity. In the end there are conclusions and recommendations based on analyses of used tools for online marketing.
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Mähler, Sara, and Jennifer Forsman. "Att arbeta med Employer Branding och sociala medier. : En kvalitativ studie om hur industriföretag arbetar för att bli en attraktiv arbetsgivare." Thesis, Umeå universitet, Pedagogiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-100417.
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Industribranschen har idag vissa problem med att attrahera kompetent arbetskraft. Arbetet med att bygga ett starkt Employer Brand har därför blivit allt viktigare. Användandet av sociala medier har ökat och detta skapar nya möjligheter för företag att marknadsföra sig. Frågan är dock om företagen använder denna möjlighet i sitt arbete med Employer Branding. Syftet med denna studie var att undersöka hur industriföretag arbetar med Employer Branding genom sociala medier. Metoden som används för att besvara syftet var kvalitativa intervjuer, med HR-verksamma inom industribranschenen, och en fenomenografisk ansats. Det som eftersöktes var därmed informanternas uppfattning av dessa två fenomen, Employer Branding och sociala medier. Det huvudsakliga resultatet var att de intervjuade företagen visserligen arbetade med Employer Branding, men att endast ett fåtal använde sig av sociala medier. Resursfrågan var den största anledningen till att sociala medier inte användes i den utsträckning informanterna önskade. Nästan samtliga informanter ville och såg ett behov i att användandet av sociala medier skulle öka då det var ett enkelt sätt att nå ut till många på kort tid. Informanterna resonerade även kring risker med sociala medier och vilken information de ville publicera på dessa sidor, något som presenteras närmre i rapporten.
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Green, Salmonson Ebba, and Rasha Karma. "Alumni Branding : En kvalitativ studie om alumners betydelse för ett universitets marknadsföring gentemot presumtiva studenter." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-86198.
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Syftet med denna studie är att identifiera alumners betydelse för ett universitets marknadsföring gentemot presumtiva studenter. Vidare ämnar studien tydliggöra alumners delaktighet i ett universitets varumärkesuppbyggnad. Studiens syfte är även att bidra med ett antal rekommendationer till svenska universitet för hur de på ett gynnsamt sätt kan använda alumner som ett marknadsföringsverktyg till presumtiva studenter. Denna studie baseras på en kvalitativ forskningsmetod med utgångspunkt i en induktiv forskningsansats, utifrån ett organisationsperspektiv. Den empiriska insamlingen består av elva semistrukturerade intervjuer med respondenter från fem olika svenska universitet. Resultatet av studien pekar på att alumner kan vara ett resultatinriktat och resurseffektivt marknadsföringsverktyg då ett universitet vill kunna rekrytera fler presumtiva studenter. Studien har även påvisat att alumner både medför möjligheter och utmaningar gällande universitetets varumärke, då det krävs tydliga interna strategier för att alumner på ett gynnsamt sätt ska kunna agera i enlighet med universitetets varumärkesuppbyggnad.Purpose: The purpose of this study is to identify the importance of alumni for a university's marketing towards prospective students. Furthermore, the study intends to clarify the participation of alumni in a university's branding. The aim of the study is also to contribute with a number of recommendations to Swedish universities for how they can use alumni as a marketing tool for suspected students. Research Questions: - How can a university use alumni within its marketing to recruit more students? - What opportunities and challenges do alumni bring to a university’s brand? Method: This study is based on a qualitative research method with mainly an inductive approach, from a managerial point of view. The empirical data is based on eleven semi structured interviews with respondents from five different universities in Sweden. Conclusion: The result of this study indicates that alumni can be a result-oriented and resourceefficient marketing tool when a university wants to recruit more prospective students. The study has also shown that alumni both provide opportunities and challenges regarding the university's brand, since clear internal strategies are required for alumni to act in a favorable manner in accordance with the university's branding.
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Mugobo, Virimai. "Re-branding Zimbabwe : a transformative and challenging process." Thesis, Cape Peninsula University of Technology, 2013. http://hdl.handle.net/20.500.11838/2091.
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Thesis (DTech (Marketing))--Cape Peninsula University of Technology, 2013.During the past few decades, nation branding has emerged as one of the key strategies for national economic development. Many nations across the world, both developed and developing, have embraced the concept as they compete against each other for export markets, foreign direct investment, tourists, scarce human resources and international leverage and influence. Nation branding has now become one of the critical drivers for country differentiation and the creation of sustainable competitive advantages for nations. This thesis explores the concept of nation branding and investigates its applicability to Zimbabwe, a country which has been riddled with various socio-economic and political challenges during the past two decades. The main purpose of the thesis was to develop a model that can be used to re-brand Zimbabwe. This research study adopted a mixed-methods approach through the amalgamation of both qualitative and quantitative research methodologies. A survey questionnaire was administered to respondents who included Zimbabweans as well as people who are not Zimbabwean citizens. The qualitative phase of the research study consisted of depth interviews with various branding practitioners, managers in both the private and public sectors and academics inside and outside of Zimbabwe. Four summarised case studies were also carried out in order to draw lessons from cases of successful and unsuccessful nation branding programmes in different parts of the world. According to the research findings, Zimbabwe has a negative image on the global map. The country needs to be re-branded and the majority of Zimbabweans are willing to be part of this process. However, for the re-branding initiative to be successful there should be a comprehensive transformation of the country's socio-political, economic and legal systems in order to create an enabling environment that is conducive for the effective application of nation branding strategies. The findings further reinforce the notion that re-branding should be part of a broader national economic development strategy for the country. The thesis concludes with the propagation of two models viz, the transformative process model for the re-branding of Zimbabwe and the re-branding as a transformative learning process model.
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Berglund, Kristine, Johanna Münter, and Kajsa Stävmo. "Kändisen som rabattkupong : En studie om kändisreklam på onlinekanaler." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-60045.
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Titel: Kändisen som rabattkupong Författare: Kristine Berglund, Johanna Münter och Kajsa Stävmo Handledare: Leif V Rytting Examinator: Leif Marcusson Kurs: Kandidatuppsats 15hp. Företagsekonomi, Music and Event Management, Linnéuniversitetet, HT 2016 Exekutiv sammanfattning Vi kan idag konstatera att internettillgången har ökat avsevärt nationellt och globalt under det senaste årtiondet. I takt med att digitaliseringen har ökat är det inte längre en lyx att koppla upp sig online. Följaktligen har likaså medier online mångdubblats och enligt svensk e-handel har majoriteten av företag, tidskrifter och myndigheter onlinenärvaro. Parallellt konstaterar vi att antalet kändisar har ökat som en följd av globaliseringen såväl som digitaliseringen och det finns idag fler plattformar att synas på än någonsin. Företagen och deras varumärken nyttjar det växande nätet och dagens uppsjö av kändisar, vilket därmed har lett till att kändisars medverkan i reklam inte är ett ovanligt fenomen. Vi har därför applicerat kändisreklam på onlinemiljön och detta är uppsatsens övergripande ämne. Marknadsföringskampanjer kan uttrycka sig i många olika former och kanaler men syftet med den här studien har inriktats till enbart kändisars interaktion med reklam via internet. Det finns tidigare forskning kring kändisreklam men hur fenomenet reformeras när det tar form på nätet är ännu ett relativt outforskat ämne vilket vi genom denna uppsats ämnar klargöra. Syfte och forskningsfrågor Syftet med uppsatsen är att klarlägga och analysera vad som präglar kändisreklam online. Med detta i åtanke har vi parallellt med syftet har vi tagit fram följande två forskningsfrågor: Vilka styrkor och svagheter finns det med kändisreklam på internet för de inblandade aktörerna? Med vilken målsättning samarbetar företag och kändisar genom onlinereklam? Metod Uppsatsen är utformad efter en kvalitativ forskningsmetod. Forskningsansatsen präglas av induktion med deduktiva inslag. Den empiriska datan är insamlad genom sju semistrukturerade intervjuer med mycket kunniga personer inom området. Slutsatser Resultatet visar på ett antal egenskaper som onlinemarknadsföring medför och som inte kan uppnås inom den icke-digitala marknadsföringen. Kändisen som mediakanal, electronic word of mouth, kombinationen av parternas målgrupper och den pricksäkra segmenteringen exemplifieras. Dessa karaktärsdrag och fördelar är målsättningen till varför företag och kändisar samarbetar genom onlinereklam. I studien konstateras också riskerna med kändismarknadsföring online, vilka bland annat är överexponering och negativ påverkan av samarbetspartnerns rykte. Sammanfattningsvis kan vi se att det finns ett stort värde i att använda sig av kändisar i reklam. Vår studie tyder dock på att det finns faktorer som bör tas i åtanke för att kändisreklamen ska nå framgång online. Våra slutsatser kan sammanfattas enligt följande punkter: Krav på äkthet Internet har öppnat upp för en tvåvägsdialog och även möjligheten för konsumenter att granska innehåll vilket har lett till ökade krav på äkthet och transparens. Samarbetet mellan varumärket och kändisen måste kännas äkta och reklamen får inte uppfattas som köpt. Detta är väsentligt då det annars kan leda till ett misslyckat samarbete och skador på varumärkets image. Personifierad kommunikation Med hjälp av internet kan kändisarna använda sina egna kanaler för att nå ut med reklam. Utifrån vår studie går det att utläsa att denna typ av kommunikation upplevs som mer trovärdig och äkta av konsumenten och det är en påtaglig skillnad gentemot traditionell marknadsföring. Detta blir ett sätt att kringgå problemet med att fler och fler blir undvikande mot reklam. Därmed har kändisen fått mer inflytande när det kommer till reklamen då de har möjligheten att påverka dess innehåll vid publicering på deras egna kanaler. Identitetsmatchning Vår studie tyder på att varumärket och kändisen inte får stå för långt ifrån varandra gällande identiteten då detta kan leda till förvirring hos konsumenterna. Negativ publicitet och upplevelser har en tendens att överföras till den andre partnern vilket gör förarbetet viktigt. Detta i kombination med de spridningsmöjligheter som internet medför gör det ännu mer betydande med rätt matchning då negativ publicitet sprids mycket fort på internet.
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Boberg, Edvin. "Datadriven content marketing : Användning av sociala data inom content marketing på Facebook." Thesis, Uppsala universitet, Institutionen för informatik och media, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-347514.
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Denna uppsats innehåller en förståelseinriktad analys av hur sociala data från Facebook används inom Content Marketing bland ett urval av kommunikationsbyråer i Stockholm. Uppsatsen förklarar hur sociala data används för att skapa content, samt hur sociala data används för att mäta resultat av publicerat content på Facebook. Uppsatsen presenterar även en analys av begreppet Content Marketing genom att ställa olika vetenskapliga definitioner mot varandra. Uppsatsen belyser även den rådande bristen på aktuella vetenskapliga publiceringar inom området Content Marketing från ett datadrivet perspektiv, vilket motiverar uppsatsens relevans i ett vetenskaplig sammanhang.
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Buinac, Ena, and Jonatan Lundberg. "Instagram as a Marketing Tool : A Case Study about how Companies Communicate their Brands on Social Media." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-60072.
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Social media – over the last decade with the development of technology, this new worldwide phenomenon occurred on the horizon and changed the traditional marketing ways forever. Many companies therefore seek these new platforms in order to come closer to potential customers. One of the most important social media platforms for this is Instagram, where companies can approach their target groups by visual storytelling. Start-up companies have often limited marketing budgets, which makes Instagram a perfect marketing channel because it is cost effective. This thesis is a case study of how pictures on Instagram can be used to spread the brand and how different activities affect traffic to the website/webshop. This case study is based on a marketing model that has been created and tested on an interior company’s, Tegelbruketdesign, Instagram account. The marketing model is analysed and compared to collected data from semi-structured interviews with two popular private Instagram accounts and a semi-structured interview with a Digital PR & Social Media strategist. The findings suggest that some picture types and styles are better then others regarding the spreading of the brand. The findings also suggest that Instagram activities have a positive affect on the traffic to the company’s website/webshop.
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Leung, Ka Shing Wilson. "The role of customer orientation support, individual swift trusts and trust in promoting social commerce." HKBU Institutional Repository, 2019. https://repository.hkbu.edu.hk/etd_oa/672.
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Social commerce (s-commerce) relies on social media to support the buying and selling activities between customers and sellers. S-commerce sites have nowadays enabled their sellers to form their individual community, constitutes invited members of other shoppers, serving as trusted agents or targets and share shopping information and experience with their new customers. This study termed this new facet of communities as social commerce individual vendor community (SCIVC). A recent business paradigm of s-commerce sites indicates that customers spend a little time with s-commerce sellers and/or members in SCIVC, and thus swift trust, a quickly formed trust in a new relationship, deems be more appropriate representing as a basis of their trust building formulated. From the perspective of trust transfer theory, this thesis firstly develops the swift-based trust transfer process model and then examines how both swift trusts factors of individual sellers and members in SCIVC would affect customer trust in s-commerce sites. Secondly, this thesis verifies how the social support affects the model constructs of the swift-based trust transfer process, and subsequently how they further affect relationship outcomes on s-commerce sites. In this thesis, we quantified social support based on functional customer orientation construct and relational customer orientation construct; whereas respective swift guanxi and swift credibility constructs used to measure factors of swift trust factor between a customer with their seller and between a customer with their members of SCVIC. Lastly, we measured relationship outcomes by the following factors: repurchase intention, social shopping intention (i.e. measured by WOM adoption), and social sharing intention (i.e. measured by WOM intention). Based on a survey of 287 s-commerce shoppers from a s-commerce site - WeChat, our results revealed that the customer trust in s-commerce sites can be transferred from both respective swift trusts. This implies that their trust can be influenced by s-commerce parties, that are individual sellers and members of SCVIC. Our results also showed that the proposed social support factors, namely functional and relational customer orientation, both have mainly a positive relationship on respective swift guanxi, swift credibility, and customer trust factors, and subsequently influenced the three proposed factors of relationship outcomes. Exceptional insignificant cases included the relationship between relationship customer orientation and customer trust, the relationship between swift guanxi and WOM adoption and the relationship between swift credibility and WOM intention. In conclusion, this thesis makes three main contributions. First, it confirms consumer trust in s-commerce sites can be transferred from their sellers via guanxi trust and members in SCVIC via credibility trust. Second, it confirms functional and relational customer orientation have a profound total effect on both the proposed relationship mediator of trust and relationship outcomes. Lastly, it confirms the proposed customer orientation constructs and relationship mediator of trust promote not only s-commerce shopping behavior through collaborative sharing and social shopping but also individual-based repeat buying decisions.
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Wang, Jenny. "How do we look on Instagram? : A communication strategy for Swedish branding agencies." Thesis, Karlstads universitet, Institutionen för geografi, medier och kommunikation, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-55381.
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Marketing today is no longer mainly about using traditional medias to reach a desired public. As consumers are moving to the digital world for information search, social media has provided new possibilities for companies to market themselves online. Newly started branding agencies often have a limited budget for marketing, but the need to increase brand awareness is high. In this situation, social media will be a good solution, because it is easy to use, cost effective and has a great range of reach to the desired target group. Instagram is a photo-sharing based app where the communication is done visually, which can be a good choice for branding agencies. The purpose of this thesis is to suggest a strategy for Instagram using results from a study of Swedish branding agencies’ use of Instagram, during a period of one year. The empirical study was done using a quantitative content analysis, in combination with an image analysis. A selection of six agencies were used for the two analyses to gain understanding of the research topic. Findings showed that Instagram was mainly used to humanize the agencies’ identity, and at the same time filled a showcasing function. A digital strategy plan was created for a Swedish branding agency called LLC Design. The plan created a total of 62 posts for a period of six months, with four different themes called Vi Värmland, Vi i LLC, Showcase and Kunskap, to deliver diverse content.
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Behrad, Babak. "Adding Value: The relationship between Corporate Social Responsibility (CSR), brand value and consumer brand loyalty." Thesis, Cape Peninsula University of Technology, 2014. http://hdl.handle.net/20.500.11838/1430.
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Thesis submitted in fulfilment of the requirements for the degree
Master of Technology: Public Relations Management
in the Faculty of Informatics and design
at the Cape Peninsula University of Technology
2014This study examined KAPPAHL and IKEA’s Corporate Social Responsibility activities and the effect it has on building consumer brand loyalty. The conceptual framework of the study is built on two theories, stakeholder theory and triple bottom line theory, which are relevant to the objectives of this study. The methodology of the present study is qualitative approach, undertaken for the study through analysis of the CSR activities practiced in the two selected organisations. The CSR objectives, plan, implementation strategies and role of various stakeholders have been analysed. The research concludes that there are several factors that help create brand value and consumer brand loyalty and CSR can be one of those factors. The main role of CSR in the process of branding is to assist the brand to “keep its promise” to the consumers. One way to achieve this is through clear and consistent CSR communication. The research suggests that a key point in an organisation’s CSR communication strategy is to always take action before communicating. By offering total transparency with the organisation’s CSR work and efficiently conveying its possible impact, CSR can serve as an effective tool in educating and engaging the consumer about the brand. In a more emotional and personal economy, CSR helps to create a more genuine and deeper relationship with consumers wherein bold and unrealistic advertising campaigns without any social commitment may fail to attract consumers. While advertising mostly seeks to assert what a brand wishes to be, this study implies that CSR takes the proposition of what the brand actually has done and what it has achieved. In a period when organisations seek to build relationships between the consumer and the brand, a value based and honest approach towards CSR helps in creating a more genuine and loyal relationship which certainly enhances the value of the brand
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Novotný, Ondřej. "Role sociálních médií v marketingové komunikaci." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-198456.
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The main goal of the thesis is to discover the role of social media on marketing communication using three Czech decorative cosmetics brands via the social network, Facebook. The objective of this study is to understand the benefits of social media on marketing purposes as well as communication between brands by these social media sites, which also includes analysis of brands and their independent strategies. Furthermore this study presents conclusions along with key recommendations for the analyzed subjects. Methods used were interviews and analysis. This thesis was not conducted to provide step-by-step instructions. It was conceived as a demonstration for usage suitable for inspiration. The conclusion goes hand in hand with various authors' opinions presented in the theoretical section. Social networks are tools of brand building, strengthening the community of customers and collecting feedback.
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Barnard, Marieka Helen. "An investigation of the use of social media news releases to create dialogue around brands." Thesis, Nelson Mandela Metropolitan University, 2010. http://hdl.handle.net/10948/1264.
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This study aimed to provide South African public relations professionals with insights into the use of the Social Media News Release (SMNR) as a PR 2.0 tool that has the potential to elicit consumer-driven dialogue in social media channels about information, a brand, product or service advocated by the particular social media news release. Drawing on literature from fields such as public relations, new media studies, marketing, and consumer studies, an analysis of two South African SMNR case studies was conducted including the Samsung Omnia i900 SMNR and the Standard Bank Pro20 2008 and 2009 SMNRs. An in-depth content analysis applying limited designations analysis and detailed assertions analysis techniques was performed on selected content from the dedicated social media platforms linked to in the SMNRs to determine the origins, tone and thematic nature of communications on the platforms. A total of 2071 messages was analysed by means of content analysis across six social media platforms in the two case studies. In order to triangulate and support data, an online survey was conducted with 43 social media users as respondents in order to determine social media users’ interactions with the social media platforms and SMNRs. The study found that the social media platforms linked to the SMNRs in the two case studies largely successfully elicited and hosted social media user-generated conversations about the themes advocated by the SMNR. The Blog, Facebook and YouTube platforms proved to be most successful in generating social media conversation, while the Flickr, Twitter and Delicious platforms were less effective among South African consumers. It was found that social media news releases are likely to elicit consumer-driven dialogue on the dedicated social media platforms linked to by the SMNRs if the platforms are managed correctly. Factors that were identified as important management considerations include ensuring the relevancy and timeliness of content on the social media platforms, the involvement by the platform creator in stimulating and encouraging participation from social media users where necessary, as well as the swift response to user comments, deleting of spam comments and pro-active management of negative perceptions that may arise from user comments on the platforms.
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Heimisdóttir, Katrín Ása, and Madelene Sundlin. "From flea market to fashion powerhouse : A case study on Myrornas brand transformation." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-23863.
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This study provides information on the transformation from flea market to fashion retail business that the second hand business Myrorna has undergone. The scope of this study has been rebranding, marketing and communication as well as two trends: sustainability and second hand. Previous literature has pointed towards rebranding being an expensive process, whereas Myrorna being a nonprofit business that gives all their excess profit to charity has a non-existing or a tight budget for business aspects. The intriguing question of how Myrorna could go through such an immense transformation with that business structure was a point of departure for this research. The aim for this study was to look into the Swedish second hand business Myronas non- conventional leap from flea market to fashion powerhouse. The research explored this from an internal viewpoint, hence participants that have worked for or at Myrorna during the time when the transformation took place were chosen in order to see if and how: rebranding, marketing and communication and the trends correlated with their change. In order for this study to look into the second hand business Myrornas transformation, this study has conducted a single case study with a basis on conducting semi structured interviews with participants related to the case company and the phenomenon of the brand transformation. This research has taken on a qualitative research approach in order to get a deeper perspective of the underlying factors that have been part of transforming Myrorna. Additionally, in order to get the full perspective of this process a visual analysis on Myrornas campaigns during the transformation in the years 1998-2008 have been conducted to strengthen and show differences in regard to the empirical data. The results showed how both the rebranding process and a change in Myrornas marketing and communication strategy were the factors that transformed Myrorna into a fashion powerhouse. Furthermore, Myrornas brand awareness was enhanced through sustainability and second hand trends as they created an upswing in regard to popularity. The visual campaigns conducted by Myrorna from 1998 to 2008, clearly shows their transformation in steps; from initially communicating unique and personal clothing, to moving forward to portraying the high fashion clothes that can be found in their stores. Whereas they lastly focused on communicating one of their core values: sustainability.
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Telford, N. J. M. "Making stories : an investigation of personal brand narratives in the Scottish craft microenterprise sector." Thesis, University of Stirling, 2014. http://hdl.handle.net/1893/21910.
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This thesis examines the marketing and branding behaviours of a sample of microbusinesses that operate in Scotland’s diverse craft sector by examining brand narratives they create. Context of the sector is first given and demonstrates that this particular topic has received little specific attention in academic literature even though it has been recommended (Fillis 2003a; Fillis 2003b). Such an investigation also offers implications for SME marketing/ entrepreneurship in general, the creative industries in particular and craft brands’ contribution to the overall place branding of Scotland. An empirical methodology is proposed which takes a narrative phenomenological approach, generating narrative texts from depth interviews with creative producers which is subjected to a Grounded Theory approach and narrative analysis in view of craft producer typologies (Fillis 1999; Fillis 2010). The stories of makers are used to generate meaning and outputs to contribute to theory, practice and recommendations for policy. Care is taken to ensure that the testimony of participants is co-created and not entirely the result of the researcher’s interpretation even though this study is interpretive in nature (Rae & Carswell 2000; McAdams 2008; MacLean et al. 2011). Similar to other entrepreneurs or producers in the creative industries, the craft worker in the current era is typified as an individual sole trader who operates in a wider culture, society and economy of increasing complexity and competition (Fraser 2013). This thesis selects those owner/ managers whose businesses rely upon craft practice and are operating in Scotland as its focus, but aims its findings at a wider reach to establish themes for future research to understand how its participants build value into their market offerings by creating personal narratives within larger narratives of craft sector and creative industries discourse. A range of participants from new starts to well-established craft practitioners is featured in the text in order to give depth and breadth to the understanding of current practice in a diverse sector which increasingly interacts with other creative industry sectors (Yair & Schwarz 2011). This thesis posits that creative producers build value through their unique ‘auratic’ persona through their personal brand narrative. This is what differentiates their work and outputs from large corporatized mass-manufacturing systems. The products of individuals’ hand skill may be categorised and classified in many ways – from fine contemporary craft to the vernacular, the utile and that which pays homage to others’ designs. What remains constant, however, is that it emanates from personal identity and the identity of the maker mixing self with story (Leslie 1998). The thesis contributes to the gap in academic marketing literature on microenterprise brand development using the topics of personal narrative, business development, product development, marketing competency/ orientation, and technology use in production and marketing. Additional emergent themes of Microenterprise Social Responsibility, the role of life-work balance of makers parenthood which further ideas of career management in the creative industries are also revealed in the course of this research (see also Summerton 1990; Burroughs 2002; Neilson & Rossiter 2008; McDowell & Christopherson 2009; Banks & Hesmondhalgh 2009). Methodologically, this thesis is hybrid but crucially uses the equipment of story and narrative analysis to offer both insights into practice for the academy and a method that practitioners can use to further marketing development and their brand identity. Through the careful gathering and presentation of various stories – of biography, making and marketing, this thesis presents a current view of craft as created, communicated and exchanged by those working in the field in Scotland today. These case stories act as both informative examples that demonstrate how individual producers create value in their work. The findings are consistent with - but also develop - a maker typology offered by Fillis (1999; 2010) and Burns et al. (2012) thus contributing a methodological and conceptual approach and framework to understand the marketing and branding behaviours of Scottish craft microenterprises (McAuley 1999; Creative and Cultural Skills 2009) but which may also be applied to other types of microenterprise.
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Kouřil, Michal. "Senioři a zdravý životní styl: segmentace a aplikace brandingu veřejného zdraví." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-113246.
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The thesis focuses on the segmentation of seniors in their approach to a healthy lifestyle and subsequent application of marketing tools in order to improve this approach of the selected segment. The theoretical part consists of a situation analysis explaining relations among population ageing, health care expenditures, employment and health condition of the population and then mapping of important areas such as quality of life of seniors, their healthy lifestyle and marketing methods associated with these areas. The practical part starts with the segmentation of seniors based on extensive database of the MML - TGI research and using analytical software Data Analyzer both provided by research agency Median. One of created segments is then chosen according to its possibilities of a behavioral change related to healthy lifestyle. The thesis is concluded with a design of a new public health brand and associated campaign both designed in order to appeal to selected segment according to principles of public health branding.
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Sledzik, Christopher Steele. "PR and Online Branding Corporate Perceptions in a Digital Space: Branding Goodyear Engineered Products in the Automotive Aftermarket Online." Kent State University / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=kent1334608828.
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Ip, Ka Weng. "The use of Facebook fan page on promotion :a case study of the local online cake shop : Choco Choco." Thesis, University of Macau, 2017. http://umaclib3.umac.mo/record=b3690644.
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Meyer, San-Marie. "Social media and corporate brands : a study of how the top 10 corporate brands in South Africa utilise social media content to strengthen their brand." Thesis, Stellenbosch : Stellenbosch University, 2014. http://hdl.handle.net/10019.1/96219.
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Thesis (MBA)--Stellenbosch University, 2014.Social media has become one of the marketing tools corporate organisations cannot ignore anymore. Organisations are forced to adjust, and in certain cases replace, traditional marketing methods. The reason why this study was undertaken was to determine the type of content successful corporate brands use on social media platforms to attract new customers and retain their existing brand communities. The South African top ten most valuable brands of 2013, identified by Brand Finance, was the focus of the study and their social media activity was monitored over a pre-determined period on Facebook, Twitter and Youtube. The analysis results indicated that the majority of brands use promotional content to strengthen their brand, followed by competitions and informative and educational content. Interesting findings included that each brand, within a specific industry, followed a specific online strategy. Among other brands, four banks were analysed namely Standard Bank, Absa, Nedbank and FNB. It was clear that Standard Bank and FNB focused on promoting their products and services. The focus of Absa’s strategy was helping customers to save money effectively. Nedbank placed major emphasis on the community and corporate social responsibility.
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Leon, Marquez Diana Isabel, and Enriquez Fiorella Lisseth Paredes. "El Branding Social para el posicionamiento de la marca. Estudio del sector tecnológico en Lima Metropolitana." Bachelor's thesis, Pontificia Universidad Católica del Perú, 2020. http://hdl.handle.net/20.500.12404/20176.
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La presente investigación tiene como finalidad construir un marco analítico-contextual
como referencia base para el desarrollo de una estrategia de branding social para el
posicionamiento de una marca tecnológica a través del sector MIPYME. Ello se justifica en que
las necesidades y exigencias del consumidor han ido evolucionando a lo largo de los años.
Paralelamente, las organizaciones se han visto en la necesidad de estar a la vanguardia y, con ello,
estar en constante transformación. Para el consumidor actual ya no es suficiente el rol de la
organización de generar ingresos, sino que también espera su participación dentro de la sociedad.
De esta forma, se introduce el término branding social como estrategia de posicionamiento de la
marca para que responda a las exigencias del mercado actual.
Los principales ejes en el presente documento son el modelo de las 3i, el branding social
o Brand Activism y el posicionamiento de la marca para sector tecnológico en Lima
Metropolitana. El desarrollo de la investigación comienza desde el área de estudio: Marketing
como estrategia; seguido del Marketing social y, finalmente, branding social. Por otro lado,
también se aborda de manera holística el estudio de cómo las tendencias globales influyen en el
desarrollo de los países del tercer mundo, para finalmente aterrizar en las oportunidades y
amenazas que representa desarrollar una estrategia de este tipo para una empresa multinacional
ubicada en Lima Metropolitana. En el último capítulo, se presentan las conclusiones y propuestas
para una investigación posterior.
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Saari, Joonas, and Jonna Tuominen. "The Use of Social Media in Sports Marketing : The Case of Nordic Ice Hockey Clubs." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-53113.
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Social media, even though a new phenomenon, has gained much interest in the last decade and has been a frequent topic of researchers. Sport marketing has also been a popular topic in academia, especially in North America. This thesis will address the use of social media in Nordic ice hockey clubs, including the exploration of their social media strategies and effectiveness. Previous research has not concentrated on ice hockey in Europe, nor has it examined their social media strategies. The study is seen to be necessary, especially given the large differences in the European and North American sport cultures and business models. The research was conducted through a qualitative multiple-case study by gathering data from both secondary sources as well as through semi-structured face-to-face interviews carried out with ten ice hockey clubs from both Sweden and Finland. The questions of the interviews were formed by the concepts derived from previous literature and the authors’ own experience. The results indicate that Nordic ice hockey clubs are still partly struggling with their social media strategies and that with the implementation of a clear strategy, including segmentation, the clubs would be able to take advantage of the relationship marketing and branding possibilities offered by social media. In line with this, the authors argue that the social media strategies of ice hockey clubs are not as effective as they could be and suggest further actions for managers to achieve higher social media effectiveness.
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Booth, Tara. "Evaluating social media participation for successful marketing and communication by selected private game reserves, Eastern Cape, South Africa." Thesis, Rhodes University, 2013. http://hdl.handle.net/10962/d1015692.
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Social media has become one of the defining features of the technological advances known as Web 2.0. As social media has increased in popularity, so businesses are expected to participate. Social media platforms enable businesses to widely broadcast a message as well as interact directly with individual customers. Customers are also able to interact directly with one another and share information and reviews about products and services offered. This suits the tourism industry particularly well. Internationally, research has shown that individuals use social media and other online tools to research potential holiday destinations. In addition social media is used during travel to share snapshots and commentary as well as after travel, through reviews and recommendations on platforms such as TripAdvisor. However, few studies have investigated how tourism destinations use social media to attract new clients and retain existing clients. Very little research has been done on tourism and social media in South Africa despite the importance of this industry to Gross Domestic Product (GDP). This study focused on four-star establishments within the photographic wildlife tourism industry in the Eastern Cape of South Africa. An initial survey of social media participation was carried out within the framework set out by Chan and Guillet (2011); this was then followed up with interviews with selected managers. Results showed that, in general, Private Game Reserves (PGRs) had embraced social media as a communication and marketing platform; despite concerns raised about the lack of control over content as well as poor understanding of the influence social media might have on the bottom line. TripAdvisor, Facebook and Twitter were the most commonly used platforms due to management familiarity with the platform and their ease of use. Few lodges utilised blogs or content sites such as YouTube and management cited time commitments associated with this type of platform as a reason for non-participation. However, although most PGRs or lodges had a profile on social media, this did not always mean active participation. Frequently, lodges began updating but gradually stopped after a few months. It was noted however that only one of the lodges interviewed retained an individual whose sole responsibility was social media; generally lodges did not feel that a dedicated person was necessary. This may result in a lack of time available on the part of the individual responsible or simply be a case of not understanding the platform or how to use it effectively. However, none of the PGRs with poor social media participation responded to interview requests and therefore it was not possible to determine the reasons for their poor participation. Among those lodges that actively participated, most succeed in retaining fans and followers through consistent posting of relevant and interesting content as well as customised responses that encouraged fans or followers’ interaction. However, there did not appear to be any evidence of using social media to learn about fans and followers in order to better customise the lodge offerings. This may not be necessary in this type of industry as PGRs sell a specific product and have a limited ability to customise offerings. In addition, there may be other sources of market information which lodges prefer to use. Special offers, competitions and promotions had limited success on social media. Generally, lodges used social media to promote links to a dedicated competition or promotions page. In conclusion, the managers interviewed felt strongly that social media had made a measureable impact on the tourism industry and was a channel that was here to stay. Further research around the best practice and most effective use will enable PGRs to develop and maintain effective strategies for social media participation.
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Rafstedt, Josefina, and Lundgren Johanna Friberg. "Kreativitet vs Kapital : Användningen av innovativa marknadsföringsmetoder hos svenska modeföretag." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-161.
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År 2013 var den globala omsättningen för modeindustrin ca 76 tusen miljarder svenska kronor (Office of Textiles and Apparel, 2014). Bara i Sverige omsattes det 229 miljarder svenska kronor år 2012 inom denna sektor, en ökning på 11 % från föregående år (Tillväxtverket, 2014). Att modebranschen är under ständig utveckling och ökar i tillväxt kan man se då dessa siffror stiger varje år. Statistik från 2014 visar att trots denna ökning så överlever endast 47 % av nystartade modeföretag de tre första åren (Statistic Brain, 2014). Så hur lyckas man som modeföretag i early stage-fasen att med begränsade resurser stärka sitt varumärke och hålla sig kvar på marknaden? I denna studie berörs olika delar så som traditionell marknadsföring, okonventionell marknadsföring, branding samt transparens, där huvudfokus ligger på företag i early stage- fasen av sin uppstart. I uppsatsen genomfördes sju intervjuer med svenska modeföretag som är eller nyligen varit i denna fas för att få ett resultat med så hög validitet som möjligt. Brist på kunskap och kapital är inte ovanligt i denna bransch och med ökad medvetenhet hos konsumenter om de olika processerna, så kan det ibland uppstå svårigheter att försvara sig som nystartat företag. Då modebranschen är i ständig rörelse med stora förändringar från säsong till säsong måste man som nytt företag vara beredd på reformation samt att alltid tänka innovativt. Det är även viktigt att vara uppmärksam på kommande och rådande trender gällande alla aktiviteter ett företag arbetar med. Eftersom olika marknadsföringsstrategier både kan hjälpa och stjälpa ett varumärkes position på marknaden är den stora utmaningen att hitta rätt metod för just sitt företag (Easy, M. 2009). Resultatet av denna studie kommer alltså att bygga på de kvalitativa intervjuer som genomförts med de utvalda företag som har valt att medverka. De beskriver hur deras uppstart sett ut när det kommer till branding samt hur de i olika kanaler väljer att marknadsföra sig. I dessa intervjuer tittar vi även närmare på hur de lyckades starta sin verksamhet och vilka kapitalmedel de använt, deras syn på okonventionell marknadsföring samt hur marknadsföring och branding hänger samman.
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Wahlstedt, Victoria, and Yolanda Vilén. ""Show, don't tell" : En studie om hur fastighetsmäklarföretag arbetar med digitala medier för att skapa långsiktiga relationer." Thesis, Södertörns högskola, Företagsekonomi, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-31874.
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Fastighetsmäklarbranschen har börjat vända sig bort från den traditionella marknadskommunikationsmixen för att i allt större utsträckning marknadsföra sig på digitala kanaler. Samtidigt ökar konkurrensen på marknaden och många alternativa fastighetsbyråer har tillkommit. Bakgrunden belyser att om fastighetsmäklarföretag ska överleva på den rådande marknaden bör de applicera digitala strategier samtidigt som de arbetar med kundtillfredsställelse och relationsbyggande med potentiella konsumenter. Syftet med föreliggande uppsats är att studera vilka faktorer som är viktiga för fastighetsmäklarföretag när de använder sig av digitala marknadsföringskanaler för att nå ut till kunder på bostadsmarknaden och syftet mynnar ut i frågeställningen: ”Vilka faktorer är viktiga för fastighetsmäklarföretag att ta i beaktande när de använder digitala kanaler för att bygga relationer med potentiella kunder?” De teorier som har använts och som har fungerat som stöd för studiens fortsatta arbete är relevanta huvudspår inom relationsmarknadsföring och digital marknadsföring som sedan förankrats i empiri och analyskapitlet. Studien har ett kvalitativt utgångsläge och har genomförts via semistrukturerade intervjuer med fyra fastighetsmäklarföretag som är verksamma i Stockholmsområdet. Resultatet sammanställdes i slutsatsen där de viktigaste faktorerna för att bygga relationer i digitala kanaler diskuterades. De faktorer som studien kom fram till var att det är av stor vikt att interagera med konsumenterna, eftersom det har skett ett utbyte från att företagen har makten till att makten har flyttats över till konsumenten. Samtidigt måste företagen avspegla förtroendet i hela processen och aktivt arbeta med sociala medier samt hantera negativ och positiv kritik på ett lämpligt sätt. Slutligen visade studien att fastighetsmäklaren fortfarande har en betydande roll eftersom det huvudsakliga kundmötet sker via dem.In recent years it has become apparent that the real estate market has turned its attention from traditional marketing strategies to promote itself through digital channels. Emerging alternative agencies have led to an increased competition on the real estate market. For traditional real estate firms to survive in the current market they have to apply digital strategies, while working to build closer relationships with potential customers to maintain customer satisfaction. The aim of this thesis was to analyze which factors real estate firms finds central when they working with digital channels to reach out to customers. To investigate this we posed the following question: "Which factors are important for real estate firms to take into account when using digital channels to build relationships with potential customers?" To answer this question we based our methods on established theories in relationship marketing and digital marketing. We performed a study based on a qualitative method through semistructured interviews with four real estate firms operating in the Stockholm area. The main conclusion of the study was that it is very important to interact with consumers, as the power has shifted from the business to the consumers. At the same time, companies must mediate trust in during the transaction process and actively work with social media to manage the negative and positive criticism in an appropriate manner. Finally, the study showed that even though we have seen big efforts in digitalization of the real estate market, the real estate agent still has a significant role to play in customer relations as the primary customer interaction is still mediated by them.
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Gaughan, Tara J. "Selling the pearl : an analysis of the language used in the marketing of Hong Kong to tourists /." Thesis, Hong Kong : University of Hong Kong, 2001. http://sunzi.lib.hku.hk/hkuto/record.jsp?B23424515.
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Gwatiringa, Tsitsi. "An analysis of the use of visual storytelling by South African brands to promote brand engagement on social networks." Thesis, Nelson Mandela Metropolitan University, 2015. http://hdl.handle.net/10948/7533.
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Stories have the ability to evoke feelings and emotions in humans and have since been used by brands as part of corporate communication, communicating their vision and values. However, the growing technological trends have not only shifted the platforms for communication but also changed the techniques of communication as audiences on social media expect two-way communication instead of the traditionally used one-way communication. This is exacerbated by the power of word-of-mouth on social media as well as the presence of digital natives who are increasingly visual in their nderstanding and are immersed in their lives online. This has given rise to the use of visual storytelling as a corporate communication strategy as brands are using it to connect, transmit and receive messages from their audiences. This study examines the ways in which South African brands are making use of visual storytelling on social media and aims to determine the extent to which the use of visual storytelling promotes brand-audience engagement. The study is based on the philosophical assumptions of the Visual Rhetoric framework, which is concerned with the symbolic processes by which images perform communication. The hermeneutic – interpretive research method design is applied to justify knowledge produced by this study. A content analysis of six social media pages was conducted, looking at the visual content posted as well as interpretation of comments and interactions by fans of the selected brand pages. Overall, South African brands make use of visual storytelling to promote brand-audience engagement but they are not utilising the communication strategy to its fullest extent.
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Simons, Aaqib. "The impact of branding on support intentions towards supported social enterprises: The case of The Big Issue South Africa." Master's thesis, Faculty of Commerce, 2021. http://hdl.handle.net/11427/33028.
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A rising problem for social enterprises within South Africa is that consumers tend to display mixed interests towards their marketing campaigns. The technological revolution has allowed consumers to become more adept and ethically sensitised at identifying deceptive marketing ploys. In light of the growing competition among many SSEs in attaining donations, managers of these organisations have realised the value in managing their organisations as brands. However, SSEs should remain aware of distinguishing their marketing from corporate brands. Past literature revealed that organisations which behave socially responsibly elicit more positive attitudes from consumers. Thus, SSEs adopting socially responsible marketing could allow them to be perceived as devoted towards their social missions, which could attract more volunteering and monetary donations. The study investigated the impact of branding on support intentions towards supported social enterprises: the case of The Big Issue South Africa. A descriptive research design was adopted. This included an online survey method that was used to acquire quantitative data from 200 participants in Cape Town, which was required to interpret conclusive findings to this investigation. The findings of the study were that consumer-brand relational authenticity (CBRA), brand trust, and customer-brand identification (CBI)] had a direct positive influence on support intentions. Attitude toward helping others (ATHO) was determined as a negative moderator between the relationship of CBI and support intentions. Alternatively, altruistic values were determined to not possess any moderating influence on the relationship between brand trust and support intentions. The findings therefore fill theoretical gaps on CBRA, brand trust and altruistic values that remained unexplored in the past. The study produced a conceptual framework explaining the branding factors that have the most significant impact in driving support intentions. This framework can be beneficial to managers of SSEs with regard to leveraging support from a local and international standpoint. However, marketers in the corporate field who are designated to attracting corporate social investment (CSI) can also draw on insights from the study in order to attract support for these CSI initiatives. The study is thus beneficial to corporate organisations as well.