Dissertations / Theses on the topic 'Market of social communications'
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Ansari, Shahzad Mumtaz. "Essays on the making of a market : resources, technologies and social construction : insights from mobile communications." Thesis, University of Cambridge, 2004. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.616217.
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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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Dillingham, Lindsay Lyles. "Using Inoculation Messages to Protect “Stay in the Market” Beliefs during Financial Crises." UKnowledge, 2014. http://uknowledge.uky.edu/comm_etds/20.
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This paper focuses on the problem of collapsed “stay in the market” (SIM) beliefs during financial crises. The primary purpose of this investigation was to ascertain whether or not inoculation messages represent a viable communication strategy to preemptively protect SIM beliefs during forthcoming financial crises. Ancillary purposes of this study were to further investigate the role of print and video crises, explicit instructions regarding post-inoculation talk (PIT), and gain and loss frame inoculation messages on the inoculation process. This study used a between subjects factorial design (3 x 2 plus four additional conditions) to explore ten hypotheses. Data collected from 513 participants were analyzed using multivariate and univariate tests and planned comparisons. The results of this investigation indicate that inoculation messages can serve as a viable preemptive crisis communication strategy, that inoculation can protect beliefs equally well when the crisis message is presented through video or print, and that employing a loss frame can strengthen the inoculation process. Mixed results regarding PIT call for further research. Research and practical implications, as well as limitations, are discussed.
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Samuelsson, Frida, and Viktoria Hallberg. "Social Medias : Do NGOs use these communication tools effectively?" Thesis, Uppsala University, Department of Business Studies, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-126645.
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Rudwall, Runbert Petter, Oskar Norlander, and Johan Kos. "Different market, different practice? : How companies use Social Media in the USA, Japan and Germany." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-176734.
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This study was done in order to research how companies’ usage of Social Media differ depending on which country they operate in. Little prior research had been done on whether companies in different countries use Social Media differently. This study was a first attempt to identify nuances in the field of country-specific characteristics in companies’ Social Media usage. 21 interviews with seven Social Media practitioners on the US, Japanese and German market were conducted. The findings showed that there are differences between how companies’ communicate, interact and measure Social Media. In conclusion, on the US market, companies that are successful in Social Media put emphasis on asking questions and listening to their consumers’ answers. On the Japanese market, companies that perform well drive interaction through sales promotion, and successful German companies tailor their communication to ultimately generate loyalty.
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Debray, Eva. "L’ordre social spontané : étude des phénomènes d’auto-organisation dans le champ social." Thesis, Paris 10, 2016. http://www.theses.fr/2016PA100019/document.
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Cette recherche en théorie sociale trouve sa source dans un problème classique livré notamment par la pensée de Hobbes, celui de la possibilité de l’ordre social – l’ordre social étant ici conçu comme une situation sociale où les membres d’un groupe parviennent à vivre ensemble de manière relativement pacifique. Elle se penche, plus précisément, sur des théories qui, bien qu’issues de traditions de pensée très différentes, proposent une même formulation critique et restrictive de ce problème : ces théories infirment l’idée que cet ordre (ou du moins toute situation d’ordre social) pourrait être produit de manière intentionnelle et invitent ainsi à envisager des mécanismes de production non intentionnelle de ce dernier. Cette enquête ne prétend nullement réaliser un panorama exhaustif des différentes pensées ou théories qui ont pu défendre cette hypothèse de l’ordre spontané. Elle s’attache avant tout, en s’appuyant sur les théories de B. Spinoza, B. Pascal, A. Smith, É. Durkheim, F. A. von Hayek et N. Luhmann, à établir les termes d’un débat au sein de cette perspective. Elle dégage pour ce faire les prémisses théoriques qui, chez ces auteurs, conditionnent des types spécifiques d’analyse des mécanismes d’auto-organisation. Ce travail dégage notamment deux courants adverses au sein de ces théories. Le premier, dans lequel on inclut les projets d’Hayek et de Luhmann, défend, en se fondant sur le constat d’une spécificité des sociétés modernes, l’hypothèse que leur ordre ne peut pas reposer, ou du moins pas essentiellement, sur un contrôle social exercé sur l’individu. Le second, dans lequel s’inscrivent les pensées de Durkheim, Smith, Pascal et Spinoza, met en exergue ce que nous nommons le « problème des passions », et soutient au contraire l’idée que ce contrôle constitue une condition essentielle de cet ordre. Tandis que le premier courant insiste sur la nature cognitive des mécanismes de production non intentionnelle d’ordre, le second souligne leur dimension affectiveThe starting point of this investigation in social theory is the observation of strong affinities that very different and somehow rival theories have with each other. These theories investigate the problem of social order, namely « how is it possible for human beings to live with each other in a relative peaceful situation? ». Furthermore, they all maintain that this order cannot emerge but unintentionally. The present research aims at setting the terms of a debate among these approaches and focuses in this respect on the theories of Baruch Spinoza, Blaise Pascal, Adam Smith, Émile Durkheim, Friedrich August von Hayek and Niklas Luhmann. Their respective approaches to self-organizing mechanisms rest on correspondingly various theoretical assumptions. Our purpose is to point out these assumptions. For instance, Hayek and Luhmann’s theories on the one hand and those of Spinoza, Pascal, Smith and Durkheim on the other strongly differ regarding their conception of the conditions of social order: while the former, on account of the specificities of modern societies, assume that their social order cannot essentially rest on a social control, the latter argue that passions, by misleading human beings, make this social control an essential condition of peaceful living together
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Marthinsson, Ted, and Erik Wredberg. "Green Market Communication - Advertising and communication agencies insight in client companies and views and values on environmental issues." Thesis, Malmö högskola, Fakulteten för kultur och samhälle (KS), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-22423.
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Kommunikationsbyråerna intar nyckelpositioner i dagens marknadsekonomi där det läggs en stor tilltro i den enskilda individens rationella förmågor. Reklamen bemöts med mycket kritik men anses ändå vara ett kommunikationsmedium som kan säkerställa att de utbyten som sker på konsumentmarknaden verkligen är miljömässigt värdeskapande för de parter som ingår i utbytesprocessen. Studien bygger på kvalitativa samtalsintervjuer med personer på åtta olika kommunikationsbyråer i Sverige. Studien redogör för byråernas insyn i kundföretagen och de intervjuades åsikter och värdegrund i miljöfrågor. Byråerna har överlag interaktiva och långvariga kundrelationer som både säkerställer en god insyn i det beställande företaget. Avsaknaden av interna riktlinjer rörande etiska och miljörelaterade frågor i marknadskommunikationen som utarbetas är dock en faktor som medför att synsätten kring detta är individuellt förankrade och endast existerar informellt mellan de anställda. Detta innebär att de som utformar kommunikationen har ett stort ansvar för att på ett objektivt vis avbilda företag och produkter för att på så vis sända korrekta signaler till konsumenterna på marknaden.Communication agencies occupy key positions in today's decentralized market economy, where as there is great confidence in the individual's rational abilities. Advertising is met with much criticism but is still considered to be a form of communication that can ensure consumer market exchanges to be really environmental value creative for the parties involved in the exchange process. The study is based on qualitative interviews with people from eight different communication agencies placed in Sweden. The study describes the agencies insight in client companies and the respondents views and values on environmental issues. The agencies generally have interactive and long-term customer relationships that both ensure a good working process and enable a transparency of the ordering company. The lack of internal guidelines regarding ethical and environmental issues in the marketing communication, that they create, is one factor that causes the views to be individually anchored and which only exists informally between the staff. This means that the people who design the communication has a great responsibility to provide an objective way depict companies and products in order to send the correct signals to the consumer market.
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Doiron, Meghan. "Information access, market trade and rural livelihoods in the Peruvian amazon: an analysis of communication networks and price uncertainty in riverine communities." Thesis, McGill University, 2013. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=117178.
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Information is an important part of livelihood decision making for rural peasants throughout the developing world. In recent times, the role of market information has become a topic of particular interest in development circles, given the global rise and increasing accessibility of information, brought about by technological innovations, notably the internet and mobile phones. In this study we examine the traditional social structures that facilitate access to market price information among ribereño producers in four villages along the Tahuayo River in the northeastern Peruvian Amazon. Further, we assess the factors that contribute to market price information uncertainty and the implications for household livelihood strategies. Methods include summary statistics, network analysis using NetDraw, and Probit and OLS regression models. Data were collected between June and August, 2011 and included informal interviews with the three Tahuayo River boat operators, participant observation, daily notation of market prices for four products of high regional importance: yuca, plantain, aguaje and charcoal, and semi-structured household interviews (n=70) with heads of households in the four study villages. Additionally, we use household survey data collected between June and November, 2010 from the same sampled households (n=70), and historic market price data from 1994, 1995 and 1998. Our results show that produce prices in Belén are highly variable as a result of unstable and, sometimes unpredictable market supply, which contributes to information uncertainty among ribereño producers. Information about market prices is primarily communicated by word of mouth from other members of the village; knowledge of market prices is variable and dependant on who has been to the market that week. Finally, telephone ownership did not appear to improve household knowledge of market price information, probably due to other issues such as lack of access to electricity supply, low affordability of telecommunication, and lack of an informant to call in the markets of Iquitos.La connaissance des prix du marché est un élément important du processus décisionnel au sujet des moyens de subsistance pour les paysans en milieu rural à travers les pays en voie de développement. Ces derniers temps, son rôle est devenu omniprésent ces milieux, compte tenu du développement mondiale et l'accroissement de l'accessibilité de l'information, provoquée par les innovations technologiques, notamment internet et les téléphones mobiles. Dans cette étude, nous examinons les structures sociales traditionnelles qui facilitent l'accès aux prix du marché entre les producteurs ribereño dans quatre villages longeant la rivière Tahuayo dans le nord-est de l'Amazonie péruvienne. De plus, nous évaluons les facteurs qui contribuent à l'incertitude de l'information sur le marché des prix et les implications sur les stratégies de subsistance des ménages. La méthodologie comprend des statistiques sommaires, des analyses de réseau en utilisant NetDraw et Probit et des modèles de régression OLS. Les données ont été recueillies au cours de Juin et Août 2011 et comprenaient des entretiens informels avec les trois exploitants de bateaux de transport par la rivière Tahuayo, des observations des participants, des relevés quotidiens des prix du marché pour quatre produits de haute importance régionale (le yuca, la banane plantain, le aguaje et le charbon de bois) et des entrevues semi-structurées auprès des chefs de ménages (n = 70) dans les quatre villages études. Nous utilisons aussi des données sur les ménages recueillies entre Juin et Novembre 2010 auprès des mêmes ménages échantillonnés (n = 70), et des données historiques des prix du marché entre 1994 et 1996. Nos résultats démontrent que les prix des produits du marché de Belén sont très variables en raison de l'approvisionnement instable du marché, voire parfois imprévisible, ce qui contribue à l'incertitude de l'information au sein des producteurs ribereño. L'information sur les prix du marché est principalement transmise de bouche à oreille par les autres membres du village. La connaissance des prix du marché est variable et dépend de la personne qui a été au marché pour cette semaine. Enfin, posséder un téléphone n'a pas amélioré la connaissance des ménages des prix du marché, probablement en raison d'autres problèmes sous-jacents liés à l'utilisation d'un téléphone comme le manque d'infrastructures électriques, l'accessibilité des télécommunications et de l'absence d'un informateur à appeler à Belén.
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Camargo, Ricardo Zagallo. "Responsabilidade social das empresas: formações discursivas em confronto." Universidade de São Paulo, 2009. http://www.teses.usp.br/teses/disponiveis/27/27154/tde-03122009-152336/.
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Nosso trabalho propõe-se a compreender como é formulado o discurso das empresas acerca da responsabilidade social, por meio do entendimento das formações discursivas em conflito, reconhecendo potencialidades e limitações deste discurso. Discute a heterogeneidade de vozes em diálogo, a constituição da cena enunciativa e busca delinear como são construídos os sentidos do discurso das empresas acerca da responsabilidade social. A consecução dos objetivos se deu por meio do método de análise do discurso de linha francesa (AD), a partir de três conjuntos de dados: um conjunto de textos jornalísticos, com ênfase na mídia especializada em negócios; série longitudinal de documentos (balanços sociais) de uma organização com destacada ação socioambiental; entrevistas realizadas com profissionais que atuam nas áreas de responsabilidade social de grandes organizações. Os resultados indicam que o discurso das empresas a respeito do social constitui-se a partir da oposição entre duas formações discursivas concorrentes, a gerencial e a política, e tem sua identidade definida pela negação e construção de simulacros do marketing, da filantropia, e, sobretudo, do conflito, como forma política de lidar com as questões sociais.Through the study of conflicting discursive formations this work aims at understanding how corporate discourse on social responsibility is constructed, taking into account its potentialities and limitations. It discusses the heterogeneity of dialogic voices and the constitution of the enunciative scene in an effort to outline how meaning is produced within such discourse. These objectives were attained by applying the methodology of Discourse Analysis (DA), particularly the French tradition in this field, to three types of data: journalistic texts, especially those from the business media; a series of documents (reports on social impact) from an organization widely known for its environmental concern; and interviews with professionals involved with social responsibility policies in large organizations. The results indicate that corporate discourse on social issues is constituted by two opposing discursive formations, one managerial and the other political. Its identity is defined by negation and construction of marketing simulacrum, by philanthropy, and above all by conflict as the political path to deal with social issues.
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Čaušević, Naida, and Frida Hyensjö. "Normkreativ reklamfilm ”Det är såhär reklam bör vara” : En kvalitativ studie om konsumenters uppfattning av normkreativ reklamfilm." Thesis, Södertörns högskola, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-33006.
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Purpose: The purpose of the study is to identify how norm creativity in commercials is perceived by consumers and how it affects their perception of a brand. Theoretical Framework: The theoretical framework for the study consists of theories of market communication, the advertising industry and brands. Methodology: The study is based on a deductible research where data collection takes place through focus groups. Result: The empirical content is collected through three focus groups, which are presented by narrative method. Conclusion: The study shows that consumers perceive norm creative commercials positively and meaningful. Consumers want to see more of this kind of commercials. This is because companies demonstrate corporate social responsibility and take on a responsibility consumers demand today. Norm creative commercials affect consumers' view of the brand both positively and negatively. Consumers argue that it has a positive impact on brands if they have good intentions and are doing it continuously, but that it may have a negative impact if the message does not go through or is provocative. The negative consequence is also linked to the fact that consumers believe brands may use this type of advertising solely for their own gain. It creates distrust among consumers and weakens their loyalty.Syfte: Studiens syfte är att identifiera hur normkreativitet i reklamfilm upplevs av konsumenter och hur det påverkar deras upplevelse av varumärket. Teoretiskt perspektiv: Den teoretiska referensramen för studien består av teorier om marknadskommunikation, reklambranschen samt varumärken. Metod: Studien utgår från en deduktiv forskningsansats där insamling av data sker genom fokusgrupper. Empiri: Det empiriska innehållet är insamlat från tre fokusgrupper som redovisas genom narrativ metod. Slutsats: Studiens resultat visar att konsumenter upplever normkreativa reklamfilmer positivt och betydelsefullt. Konsumenter önskar se mer av denna typ av reklamfilm. Detta på grund av att företag visar ett samhällsansvar och axlar ett ansvarstagande konsumenter idag efterfrågar. Normkreativa reklamfilmer påverkar konsumenters syn på varumärket både positivt och negativt. Konsumenter menar att det får en positiv påverkan om varumärken gör normkreativ reklamfilm av välvilja och gör det kontinuerligt, men att det kan få en negativ konsekvens om budskapet inte går igenom eller är provocerande. Den negativa konsekvensen är även kopplad till att konsumenter tror varumärken kan använda sig av denna typ av reklam enbart för egen vinning. Det skapar misstro hos konsumenter och försvagar deras lojalitet.
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Glossner, Christian Ludwig. "Economy and Democracy: The political communication and public reception of the social market economy in post-war West Germany 1945-1949." Thesis, University of Oxford, 2008. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.491393.
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This thesis on the economic reconstruction of post-war West Germany traces the development of ideas about economic and socio-political publicity, and their gradual absorption by mainstream politicians, officials and the general public during the period of transition between 1945 and 1949. In those years, several German think tanks, political parties and individuals gave impulse to and then shaped the development of a viable socio-political and economic model between the extremes of laissez-faire capitalism and the collectivist planned economy.
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MOSTRÖM, ALEXANDER, and DAVID BORKENHAGEN. "Varumärkesstrategi : En studie i att bygga framgångsrika varumärken." Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20766.
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Att bygga framgångsrika varumärken är ingen enkel uppgift. Förutom tålamod och uthållighet kräver det ett enormt engagemang och erfarenhet, breda kunskaper och en stor portion mod och kreativitet. Precis som Aaker (2010) förutser, så är de klassiska kommunikationskanalerna idag inte ensamma om konsumenternas uppmärksamhet. Den tekniska utvecklingen innebär att nya, digitala marknadskanaler växer fram och skapar nya sätt för företagen att kommunicera med konsumenterna. Hur ett företag väljer att bygga sitt varumärke, vilka värden man adderar och vilka sätt man kommunicerar blir därför allt viktigare.Syftet med denna studie är att klarlägga i kombination med teori, vilka dimensioner och arbetssätt som skapat framgångsrika varumärken. Studien syftar också till att sammanfatta hur specifika tillvägagångssätt kan tillämpas på andra företag, för att effektivt kunna arbeta med varumärkesbyggande. Det empiriska materialet har hämtats ifrån fem olika kvalitativa intervjuer som genomförts med företag av varierande storlek, mätt i omsättning och antal anställda. Materialet har sedan jämförts med framstående teorier inom marknadskommunikation för att på så sätt ge läsaren möjlighet att också själv på ett enkelt sätt jämföra teori med empiri.Resultaten ifrån studiens analys tyder på att det finns dimensioner som varit särskilt viktiga i ett företags framgång, däribland ledarskap, långsiktighet och företagskultur. Samtidigt ger resultatet av studien en tydlig antydan om vilka områden som i framtiden kommer att betyda mycket för en marknadskommunikatörs arbete med att bygga starka varumärken.Program: Civilekonomprogrammet
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Liu, Zhaoxi. "Journalism culture in Kunming: market competition, political constraint, and new technology in a Chinese metropolis." Diss., University of Iowa, 2012. https://ir.uiowa.edu/etd/3492.
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This study explores the occupational culture of journalism in a Southwestern China metropolis, Kunming, answering the questions of what and how journalists there give meaning to their work through analyzing the substance and form of the journalism culture. Over three months of fieldwork in four different local newspapers revealed a gap between the meanings these journalists aspire and the meanings they can materialize through practice, due to political and economic constraints. As a result, the journalists felt conflicted and deeply frustrated but at the same time tried to push the boundaries in different ways, including active use of digital technology and social media. The study also found that the journalism culture was intrinsically intertwined with the social, cultural and global environment within which it resided, as social conflict, widespread mistrust and global influences played important roles in shaping the meanings the journalists gave to their work. The journalism culture was also one of contradictions and uncertainties, still in the making and changing at a rapid pace. It is a journalism culture of a particular transitional era and place, with Chinese characteristics.
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Bylock, Caroline, and Tove Lidberg. "#Incollaborationwith : The importance of using influencer marketing in order to create brand awareness in international markets for e- commerce companies." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-76857.
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The purpose of this thesis is to provide a deeper understanding of the reasons why ecommerce companies work with influencer marketing in order to create brand awareness in international markets. In order to conduct this research, relevant aspects of the phenomenon have been identified and consequently analysed in relation to traditional marketing strategies and international markets. By following a qualitative research method, a deeper understanding of the phenomenon and how companies use influencer marketing vs traditional marketing strategies can thereby be acquired. This was done by acquiring primary data from four different e-commerce companies that works with influencer marketing. The companies are all located in Sweden and active in international markets. The thesis has followed a deductive research approach, due to that the research area was considered to be rather unexplored, and thus a better pre understanding of the research area seemed warranted. Furthermore, the literature review that has been done includes theories related to international marketing, social media, word of mouth, brand awareness and influencer marketing. The literature review has resulted in a conceptual framework, which demonstrates the relations between the different theories. The conceptual framework has thereafter been used in order to analyse the empirical data, which has been derived from the interviews with representatives from four companies. The empirical findings are then presented together with analysis and discussion in the following chapter. Moreover, the empirical findings/analysis chapter visualizes the similarities and the dissimilarities between the theory and the findings. The analysis chapter additionally involves a discussion and is structured in accordance with the conceptual framework and the questions asked. The following and final chapter of the thesis presents the conclusions that have been derived from the analysis. The main theoretical implications that this thesis has resulted in, involves filling the research gap as well as providing a definition of the phenomenon of influencer marketing in a context of international business. The main practical implication is that an understanding of influencer marketing creates word of mouth and brand awareness. This in a combination with being active on social media can consequently help e-commerce companies to internationalize into new markets. As this thesis introduces the phenomenon of influencer marketing in a new context, it provides new information about the topic. Furthermore, the research can be valuable for e-commerce companies that have entered, or plan to enter an international market. The authors furthermore present the theoretical and practical implications and provide recommendations and suggestions for future research.
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Biddiscombe, Martin David. "Free market communications." Thesis, University College London (University of London), 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.325627.
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Senger, Saesha. "Gender, Politics, Market Segmentation, and Taste: Adult Contemporary Radio at the End of the Twentieth Century." UKnowledge, 2019. https://uknowledge.uky.edu/music_etds/150.
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This dissertation explores issues of gender politics, market segmentation, and taste through an examination of the contributions of several artists who have achieved Adult Contemporary (AC) chart success. The scope of the project is limited to a period when many artists who figured prominently in both the broader mainstream of American popular music and the more specific Adult Contemporary category were most commercially viable: from the mid-1980s through the 1990s. My contention is that, as gender politics and gendered social norms continued to change in the United States at this time, Adult Contemporary – the chart, the format, and the associated music – was an important, if overlooked or even trivialized, arena in which these shifting gender dynamics played out. This dissertation explores the significance of the Adult Contemporary format at the end of the twentieth century through analysis of chart performance, artist image, musical works, marketing, and contextual factors. By documenting these relevant social, political, economic, and musical factors, the notable role of a format and of artists neglected by scholars becomes clear.
I explore these issues in the form of lengthy case studies. Examinations of how Adult Contemporary artists such as Michael Bolton, Wilson Phillips, Matchbox Twenty, David Gray, and Mariah Carey were produced and marketed, and how their music was disseminated, illustrate record and radio industry strategies for negotiating the musical, political, and social climate of this period. Significantly, musical and lyrical analyses of songs successful on AC stations, and many of their accompanying promotional videos highlight messages about musical genre, gender, race, and age. This dissertation ultimately demonstrates that Adult Contemporary-oriented music figured significantly in the culture wars, second and third wave feminism, expressions of masculinity, Generation-X struggles, postmodern identity, and market segmentation.
This study also illustrates how the record and radio industries have managed audience composition and behavior to effectively and more predictably produce and market music in the United States. This dissertation argues that, amid broader social determinations for taste, the record industry, radio programmers, and Billboard chart compilers and writers have helped to make and reinforce certain assumptions about who listens to which music and why they do so. In addition, critics have weighed in on what different musical genres and artists have offered and for whom, often assigning higher value to music associated with certain genres, socio-political associations, and listeners while claiming over-commercialization, irrelevance, aesthetic insignificance, and bad taste for much other music.
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Халімбекова, Маріам Важидівна. "PR в діяльності соціологічних служб України." Master's thesis, Київ, 2018. https://ela.kpi.ua/handle/123456789/27218.
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Магістерська дисертація присвячена дослідженню PR-діяльності в соціологічних службах України. Окрема уваги приділена становленню PR-діяльності в світі та Україні, визначенню сутності, функцій та технологій PR. У магістерській дисертації проведено експертне інтерв’ю з фахівцями з PR соціологічних компаній.Master`s thesis is devoted to study PR activities in sociological services in Ukraine. Particular attention is paid to formation PR-activities in the world and Ukraine, determination of essence, functions and technologies of PR. Master`s thesis includes an expert interview with the specialists of PR from Ukrainian sociological companies.
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Nemetzová, Gabriela. "Využití sociálních sítí v marketingové komunikaci společnosti Broker Trust, a.s." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-241193.
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This thesis described the issue of using social media as a part of marketing communication for selected company. The main object was to analyse the current situation and propose tools that can be used in marketing communication for upcoming years. The analysis of the current situation included the analysis of internal and external environment, assessment of the current situation of the company and its competitiveness. Based on these data and interviews with company management has been proposed plan for improving the use of social media for the company.
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Fälth, Ella, and Mathilda Magnusson. "Identitet, profil och image i modets ständigt föränderliga värld." Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-16851.
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Problembakgrund: I modets föränderliga värld, med nya trender varje säsong, kan det vara svårtför svenska modeföretag att skapa sig en långsiktig stark position på den svenskamodemarknaden. Tre företag aktiva på den svenska modemarknaden har valts ut för attundersöka hur de arbetar med identitet, profil och image för att behålla sin position påmarknaden.Problemformulering: Hur arbetar de utvalda svenska modeföretagen med identitet, profil ochimage?Syfte: Att bidra till förståelse om hur svenska modeföretag kan arbeta med sin identitet, profiloch image för att hålla sig kvar på marknaden.Metod: En kvalitativ studie har genomförts genom djupintervjuer med de tre svenskamodeföretagen Rodebjer, Brixtol och Uniforms for the dedicated. Parallellt har sekundärdataanalyserats för att bidra till en djupare förståelse och en objektivare syn på företagen.Resultat/Slutsats: Det är ett ständigt samspel mellan identitet, profil och image. Där identitet ärvem du är, profil vem du vill vara och image hur du uppfattas. För att lyckas skapa sig enlångsiktig stark position på den svenska modemarknaden krävs en integration mellan begreppen.Utan en tydlig identitet är det svårt att profilera sig samt kommunicera på ett sätt så att enönskvärd image av modeföretaget skapas hos konsumenterna. Nyckeln till en framgångsrikpositionering är att skapa så mycket överlapp som möjligt mellan identitet, profil och image.
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Sunesson, Måns. "Professionella idrottares kommunikation via sociala medier." Thesis, Högskolan Dalarna, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:du-26364.
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De flesta professionella idrottare har förstått hur viktigt sociala medier har blivit för att bygga en stark image för sitt personliga varumärke. Få vet dock hur de ska gå till väga för att lyckas med detta. Denna studies syfte är att försöka beskriva hur idrottare kan gå till väga för att lyckas genom att beskriva genom vilka sociala mediekanaler fans föredrar att följa idrottare på samt vilken typ av innehåll de föredrar att idrottaren publicerar. För att försöka beskriva detta har en kundundersökning i form utav en enkät genomförts. Resultatet av enkätundersökningen visade att kvinnliga fans helst följer professionella idrottare via bildbaserade sociala medier medan männen i större utsträckning föredrar textbaserade eller kombination av bild och text. Det mest uppskattade innehållet bland fansen var motiverande och/eller inspirerande budskap tätt följt av innehåll kopplat direkt eller indirekt till idrottarens yrkesroll som professionell idrottare. Ämnet visade sig dock vara mer komplext än vad utgångspunkten till denna studie baserat på den lilla mängd tidigare forskning pekade på vid formulerandet av frågeställningen. Då resultatet analyserades med den teoretiska referensramen som bakgrund tyder det på att fler parter har stora intressen i den professionella idrottarens sociala mediakommunikation än vad utgångspunkten för denna studie var. Slutsatser från denna studie är att det är viktigt att idrottaren sätter sina fans/följare i centrum för att lyckas bygga en stark personlig image på sociala medier. Att idrottaren också interagerar med och har en personlig kommunikation med fansen tycks även det vara en viktig i varumärkesbyggandet. Samt att vidare studier inom ämnet skulle behövas för att kunna dra slutsatser om hur de olika parternas intressen påverkar varandra och hur intressekonflikter kan undvikas.Most professional athletes have understood how important social media have become to build a strong brand image for their personal brand. However, few athletes know how to succeed in doing this. The purpose of this study is to try to describe how athletes can build and improve their personal brand image on social media by examining on which social media platforms fans prefer to follow athletes and what kind of content they prefer the athlete to publish. To study this, a customer survey has been conducted. The results of the survey showed that female fans prefer to follow professional athletes through image-based social media while men to a greater extent prefer text-based or a combination of image and text. The most appreciated content among the fans was motivating and / or inspiring content closely followed by content linked directly or indirectly to the athlete's professional role as an athlete. However, the subject proved to be more complex than the what was assumed at the starting point of this study. When this studys result was analyzed with the theoretical reference frame as background, it appears that more parties have major interests in the professional athletes social media communication than what was assumed. Conclusions from this study are that it is important that the athlete puts hers / his fans and followers at the center of hers / his social media strategies to successfully be able to build a strong personal brand image on social media. It also seems to be important that the athlete interacts with and has a personal communication with the fans to build their personal brand. Further studies on the subject would be needed to draw conclusions about how the parties different interests affect each other and how conflicts of interests can be avoided.
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Mavuso, Mda Adele Madikoma. "Staff Turnover in the Information and Communication Technology (ICT) Sector in South Africa." Ohio University / OhioLINK, 2010. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1263583671.
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Roeck, Hansen Maria. "CSR from a strategic perspective : - How Swedbank can develop stakeholder confidence and valueMBA-thesis in marketing - MBA-thesis in marketing." Thesis, University of Gävle, University of Gävle, Ämnesavdelningen för företagsekonomi, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-6267.
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Aim: Problem background - CSR has today increased its strategic status and consumer demand of sustainable development has also increased lately. However, there are still companies that have not adjusted their strategies to fit this swift in demand. This study offers a strategic tool, based on sustainable core competencies, for companies to implement in order to use CSR to boost their business.
Research issue - How can Swedbank increase stakeholder confidence and value?
Delimitations - This study focuses on the concept of integrating CSR work into the strategy and how this could result in added value for the B2B customer of Swedbank Corporate Market.
Method: This study has an abductive approach and the author has collected qualitative primary data in the form of interviews with employees at Swedbank, Sparbanken Nord and with five of Swedbank’s customers from the public sector.
Result & Conclusion: Swedbank needs to re-position their brand with a differentiated strategy, including a supportive vision and Market Communication, in order to gain a competitive advantage, strengthen their image, stakeholder confidence and financial performance. The author recommends the sustainable core competence, “Sparbankssjälen”, in order to deploy an ethical, economical and environmental responsible strategy to implement into all their activities.
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Endo, Whaner. "A PRÁXIS DO MERCADO EDITORIAL EVANGÉLICO. SIMILARIDADES E DIFERENÇAS ENTRE A PRODUÇÃO E DISTRIBUIÇÃO DO LIVRO EVANGÉLICO E DO LIVRO SECULAR NO BRASIL." Universidade Metodista de São Paulo, 2008. http://tede.metodista.br/jspui/handle/tede/857.
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Previous issue date: 2008-11-04This research aims to study the Christian publishing segment in Brazil, seeking to identify the practice of their production, marketing and selling, comparing it to the secular publishing segment. Comparing the profile of Christian reader with the profile of the general Brazilian reader, and the production and selling of the Christian publishing segment with the production and selling of the non-evangelical segment are also part of research. The methodology included literature search and documentary and a holistic study of multiple cases involving the publishing houses Mundo Cristão and Agir. It was found that the practice of Christian book production is similar to the non-Christian book and that the Christian book market grows more than the non-Christian one. Another relevant result of this research is that the Christian readers reads more than the common Brazilian reader, this result was obtained using the same methodology and database of official numbers.(AU)
A presente pesquisa tem como objetivo estudar o segmento editorial evangélico no Brasil, buscando identificar a práxis da sua produção, comercialização e marketing, comparando-a ao segmento editorial secular. Comparar o perfil do leitor evangélico com o perfil do leitor brasileiro em geral e, ainda, a produção e venda do segmento editorial evangélico com a produção e venda do segmento editorial secular também fazem parte dos objetivos da pesquisa. A metodologia incluiu pesquisa bibliográfica e documental e um estudo de casos múltiplos holísticos, envolvendo as editoras Mundo Cristão e Ediouro-Agir. Verificou-se que a práxis da produção do livro evangélico é semelhante ao do livro secular e que o mercado editorial evangélico cresce mais que o mercado secular. Outro resultado relevante desta pesquisa de dissertação foi a verificação de que o leitor evangélico lê mais que o brasileiro em geral, dados estes, obtidos utilizando-se da mesma metodologia e base de dados dos índices oficiais.(AU)
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Соломатіна, Марія Геннадіївна. "Удосконалення системи маркетингових комунікацій ТМ «КОМО»." Bachelor's thesis, КПІ ім. Ігоря Сікорського, 2021. https://ela.kpi.ua/handle/123456789/43797.
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Дипломна робота бакалавра містить 121 сторінок, 18 таблиць, 23 рисунка,
список літератури з 62 найменувань.
Метою даного дослідження є виділення проблемних місць в комунікаційній
політиці ПАТ “Дубномолоко” під ТМ “КОМО” та виділення пропозицій, щодо її
покращення за допомогою проведення дослідження.
Аналітична частина дослідження включає в себе такі інструменти як кількісні та
якісні опитування, кабінетні дослідження з аналізом первинної та вторинної
інформації.
В результаті дослідження були визначені особливості наявної комунікаційнох
політики компанії та висуното ряд альтернативних пропозицій, щодо покращення
каналів та інструментів комунікацій.The bachelor's work contains 121 pages, 18 tables, 23 pictures, a list of references of 62 titles. The purpose of this study is to identify problem areas in the communication policy of company "Dubnomoloko" under the trademark "COMO" and to identify proposals for its improvement through the study. The analytical part of the study includes such tools as quantitative and qualitative surveys, desk research with the analysis of primary and secondary information. As a result of the study, the features of the company's existing communication policy was identified and a number of alternative proposals were given for a review to improve communication channels and tools.
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Raimond, Élodie. "L'encadrement marchand des communautés de consommateurs sur Internet." Thesis, Toulouse 2, 2011. http://www.theses.fr/2011TOU20146/document.
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Les dispositifs de publication et d'échanges d'information sur Internet ont pu susciter l'intérêt du marketing qui est à l'écoute des usagers sur le web afin de tirer parti de leur créativité et des informations délivrées sur les produits et les services. Dans cette thèse, nous cherchons à rendre compte du travail d'encadrement des collectifs d'usagers par des professionnels du marché sur Internet. En effet, l'organisation des usagers en réseaux, qui échangent expertises et opinions sur les entreprises, les produits et services, peut compliquer la mise en place de dispositifs de captation. Le travail d'encadrement peut tout d'abord porter sur la canalisation d'informations échangées sur des produits et services, au sein de communautés existantes. Nous avons exploré le marché des dispositifs de veille sur Internet et les usages spécifiques de ces outils par un grand fournisseur d'accès à Internet. Dans un deuxième temps, nous avons analysé le travail relationnel entrepris par des professionnels de la communication vis-À-Vis de blogueurs ciblés afin de favoriser la construction de discours positifs sur les produits et services. Nous avons démontrés que ceux-Ci développent des stratégies de calcul de leurs intérêts sur le long terme et aménagent les discours sur la marque en fonction de leur ligne éditoriale. Afin d'assurer la pérennité des liens avec un plus grand nombre de clients, les professionnels peuvent choisir de mettre en place des cadres sociotechniques afin d'héberger des communautés. Nous nous sommes appuyées sur des observations ethnographiques de communautés mises en place par des entreprises de biens et services afin de rendre compte des dispositifs de cadrage des liens, depuis des échanges de proximité entre un client et une marque vers des liens horizontaux entre collectifs et professionnels autour des produits. Si les sites communautaires sont des lieux d'aménagement spécifique de liens entre consommateurs et produits, ils sont aussi des espaces où s'organise la gestion des expressions collectives afin d'éviter la rupture des liens. Nous nous sommes intéressées à deux dispositifs qui mettent en évidence ce travail avec d'une part, un forum institutionnel mis en place par un grand fournisseur de services, et d'autre part une plateforme qui accueille des "débats" entre experts et usagers d'une grande entreprise de transport. Les entretiens et recueils de données sur les sites montrent des formes de détournement des règles par les usagers, et les rôles adaptés de professionnels officiels et officieux en interaction avec les clientsThe devices of publication and exchange of information on Internet have interested marketing services that take advantage of their creativity and information provides on products and services. In the thesis, we try to report on the work of supervision of communities of users by market professionals on the Internet. Indeed, the organization of users in networks, exchanging expertise and opinions on companies, products and services, can complicate the implementation of capture devices. The framing can first consist in channeling information exchanged on products and services, within communities. We first explored the market of devices aimed at monitoring discussions between users and specific uses of these tools by a large Internet service provider. In a second step, we analyzed the relational work undertaken by professionals of communication with target bloggers in order to promote a positive discourse on products and services. We demonstrate that they develop strategies for calculating their interests in the long run and talk about the brands according to their editorial strategies. To ensure the continuity of links with a larger number of clients, professionals can choose to implement sociotechnical framework, in order to host communities. We reported the framing devices of links from local exchanges between a client and a brand to horizontal linkages between community and professional around the products thanks to an ethnographic observation of communities set up by companies of goods and services. Social networking sites permit specific configuration of links between consumers and products, and they also organize collective expressions in order to avoid breaking links between companies and consumers. We have been interested in two devices that highlight this work: an institutional forum set up by a major supplier of services, and also a platform that hosts debates between experts and users of a large transport company. The interviews and data collections on the sites show us that the users can circumvent the rules and official and unofficial professionals in interaction with customers have to adjust their roles
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Logge, Jessica. "Att förmedla kön : En retorisk studie av könskonstruktioner i Arbetsförmedlingens rekryteringsmaterial rörande mans- och kvinnodominerade yrken." Thesis, Södertörns högskola, Retorik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-41616.
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This rhetorical study aims to investigate how gender constructions are produced and reproduced through linguistic and symbolic expressions. Thus, there has been interest in analyzing recruitment films from the state authority – The Swedish Employment Service – primarily regarding male- and female dominated professions to gain knowledge of how they work to maintain or challenge perceptions of gender and gender equality in the labor market. In order to examine this, I have used Kenneth Burke's theory of identification, Judith Butler's theory of gender and performativity together with Mats Landqvist's terms, social categorizations and intersectional perspective. I found that gender is constructed differently depending on whether it is male- or female constructed. In addition, the analysis shows that women are associated with values such as health, care and looks while men are represented with attributes as tough, muscular and elderly. The comparison between the artifacts showed that all recruitment films create identification bases that appeal to young people and usually to both genders regardless of occupation. The overall purpose of the essay and what I hope to convey is knowledge of how gender-dominated professions differ and work to change the view of gender.
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Tyler, Andrew Miles. "The News Director's Balance of Business and News : an oral history exploration of Salt Lake Television News, 1948 - 2008 /." Diss., CLICK HERE for online access, 2010. http://contentdm.lib.byu.edu/ETD/image/etd3495.pdf.
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Holmström, Sebastian, and Harald Böhlin. "Towards a circular economy : A qualitative study on how to communicate refurbished smartphones in the Swedish market." Thesis, Umeå universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-137552.
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As there are more than 1.4 billion smartphones sold every year in the world and around four million smartphones in Sweden. In recent years there has been a growing concern to move from a linear economic system to a circular economic system. Smartphones and other electronic equipment stand for the largest growing waste streams in the European Union. The rising prices of raw materials used in smartphone manufacturing over the last decades, along with the fact that these minerals are being mined in conflict stricken areas and the growing environmental awareness among people makes the refurbished smartphone’s market very current. Thus, it is of great interest to investigate consumer behaviour linked to refurbished smartphones as it is still in its early stages. As such, many of the barriers identified in this thesis can be linked to the communication of refurbished smartphones. The purpose of this thesis is to get a deeper understanding of how companies can communicate to break the barriers that exists for the consumer acceptance of refurbished smartphones in the Swedish market. Earlier studies have also focused on refurbishment as a concept rather than the consumer’s responses towards it. The study will be conducted in Sweden which has not been done previously. Therefore, our study will contribute to a deeper understanding of the consumer behaviour in the refurbished smartphone market in Sweden and thus aid companies in their communication of refurbished smartphones. To fulfil the purpose, a qualitative study has been conducted through semi-structured interviews. The sample groups were environmental enthusiasts, technology experts, refurbished product buyers, second hand buyers and companies. From the interviews five themes were derived: initial response, benefits, risks, barriers and communication. The findings and conclusions of the thesis are derived from the themes and subthemes that were created. There are many barriers and risks that make people avoid purchasing refurbished smartphones. The findings suggest that the consumers’ initial response are generally very positive and many consumers would consider a refurbished smartphone as their next smartphone purchase. Another finding is that a lack of knowledge about refurbishment lead to doubts about refurbished smartphones. The barriers found were lack of awareness, lack of thrill of newness, naming of refurbished products and lack of knowledge. The largest barrier, was lack of awareness. A solution to resolve this barrier could be to communicate the refurbishment process. A major finding was that that the environmental aspects were a vital purchase criteria for the consumers, however, not the most vital aspect. Moreover, societal benefits were raised regarding refurbished products in terms of benefitting the entire society. The biggest risk detected in the study was the performance, risk as the consumer may believe that the smartphone will be in a poor condition even though it has been refurbished. A big risk was the financial risk in terms of the substantial price for a refurbished smartphone. To reduce this the companies could adapt to the market standard and sell their refurbished smartphones in package deals. Our findings suggest that price should be communicated in combination with warranty and also environmental aspects, however, the environmental aspect is often abstract. The companies should consider using branding more to communicate these messages. Word of mouth was seen to be important and companies should utilise customer reviews more. In terms of emotional and rational appeals both should be used, however, what appeal that the companies should focus on emphasise on is not obvious.
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Nawata, Takashi, Akira Sakurai, and Yukiko Nishida. "Paging industry in Japanese mobile communications market." Thesis, Massachusetts Institute of Technology, 1996. http://hdl.handle.net/1721.1/10978.
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Irle, Ben Martin. "Convergence of communications implications for regulating market entry." Baden-Baden Nomos, 2004. http://d-nb.info/991006690/04.
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McGhee, Lydia M. "The Art of Corporate Social Narrative| Promoting Social Change While Building Markets for Products and Services." Thesis, Gonzaga University, 2013. http://pqdtopen.proquest.com/#viewpdf?dispub=1540897.
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For over four decades, the outdoor clothing company Patagonia has promoted environmentalist ideologies though essays and photographs published in their print media. This strategy offers an eco-friendly narrative that resonates with many brand consumers, but the art of constructing and publicizing a corporate narrative with social purpose (i.e. corporate social narrative) has yet to be explored. In this thesis, Patagonia's corporate social narrative is reviewed in light of Fisher's narrative paradigm theory, the principals of corporate social marketing, social exchange theories, and the idea that visual imagery holds significant power in consumer markets. Major themes in Patagonia's environmental narrative are identified and explored via narrative analysis of promotional material published by the company between the years of 1972-2013, with a focus on product catalogs published after 1991. The narrative research delves into how the themes of journey, calculated risk, minimalist struggle, and a connectedness to nature help Patagonia create a self-proclaimed uncommon culture and explores how this culture is used to promote behavioral change in outdoor enthusiasts who purchase from the company. Lastly, lessons from Patagonia's social narrative are detailed along with recommendations on how corporate social narrative can be used effectively in other consumer markets.
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Haque, Nadim A. "Resource allocation in communications networks using market-based agents." Thesis, University of Southampton, 2006. https://eprints.soton.ac.uk/263211/.
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The work in this thesis describes a system that allocates the end-to-end bandwidth, in a meshed communications network, to set up calls. The solution makes use of market-based software agents that compete in a number of decentralised market-places in order to buy and sell bandwidth. The network is partitioned into regions, where each has a separate market server from where the bandwidth resources are allocated. Agents perform a distributed search with decentralised markets in order to allocate routes for calls. The approach relies on a resource reservation and commit mechanism in the network. Results show that for a typical network given a light load, the system sets up 95% of calls and is comparable in performance to an instantaneous global search, which assumes complete knowledge of resource availability and sets up 97% of calls at the same load. As the network load is increased to a typical intermediate level, the system gives an average call success rate which is 76% of that given by the instantaneous global search. Furthermore, under all network loads, the system performs significantly better than a random strategy. We also consider issues associated with scalability and robustness in our multi-agent system. Specifically, an empirical evaluation was carried out to assess the system performance under a variety of design configurations in order to provide an insight into network deployment issues. This took place using networks that were fixed in size but which were scaled up with respect to the number of regions and, hence, market servers. We investigated two main measures: the average call success rate and average message load per market server, as the number of markets were increased in the network. The same investigations were performed in the presence of single market failures. For both the failure and non-failure cases, a trade-off was found between the two measures to find an optimum number of regions to deploy in the network. In general, results showed that in the absence of failures, fewer regions gave a higher average call success rate and more regions meant that, on average, market servers received less messages per market server, when searching for resources across a single regional route. With a single market failure, we saw that when more regions were deployed, in general, the average call success rate was higher up to a certain point and the number of messages received per market server was lower, when also using a single regional route. In the final part of this thesis, we make a change to part of our original algorithm in order to try and improve upon the system performance. To overcome the need for receiving fewer messages per market server and having quicker call set up times, we allow buyer agents to bid for resource bundles that lead to several boundary nodes in a region, in a single auction, rather than the possibility of using multiple auctions. Thus, we introduce a multi-destination buyer strategy. By constraining the amount of resource searching in this way, we can see that there are performance trade-offs where call set up times decrease, average call success rates increase in general, but that the system allocates a smaller proportion of longer distance calls than when using the original strategy. We also show that, in general, it is better to search across a single regional route instead of searching across multiple regional routes, particularly when the network load is high. However, at much lighter network loads, searching for resources by means of traversing alternative regions can give a better overall average call success rate.
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Bavasso, Antonio. "Communications in EU law : antitrust, market power and public interest." Thesis, University College London (University of London), 2001. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.249286.
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Kreidly, Fikrie, Abdikadar Aden, and Adnan Tvrtkovic. "Integrated Marketing Communications : A quantitative study of the perceptions of integrated marketing communications in the Swedish market." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35476.
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When planning to implement a marketing tool such as Integrated Marketing Communication (IMC) into ones company, marketers need to know what IMC means or is perceived to be in their environment. The definition of IMC is shown in the background chapter of this study and more definitions are stated in the theoretical frame chapter as well. Months of research lead to the conduction of a study, that is to test the perception of IMC in the Swedish market by sampling and sending questionnaires to Swedish marketers. Five Hypotheses were formed to test if each factor has a positive or negative relation with IMC. A questionnaire was formulated that tested all of the five main success factors (customer focus, targeted communication, customer-brand relationship, synergy and communication channels) in relation to IMC and how the Swedish marketers perceived each one of the factor’s connection to IMC. The marketers were chosen due to the fact that they would know most about IMC since it’s within the field of marketing. It was found that Swedish marketers support 2 out of the 5 hypotheses. This means that the results showed that Swedish marketers perceive that there is a positive relationship between both channels of communication and IMC, and customer brand relationship and IMC, while targeted communication, customer focus and synergy were denied to be as positively related to IMC. This study would be of great help to a Swedish company trying to implement IMC because it gives directions to the Swedish perception of it, thereby making it more clear to know exactly what they are implementing, which help them find out in what way they should implement IMC, in order to avoid failures that could be very expensive.
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Taylor, Greg. "Essays on new Internet market places." Thesis, University of Southampton, 2009. https://eprints.soton.ac.uk/72294/.
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This thesis uses the techniques of economic theory to examine the behaviour of agents in new marketplaces that have formed on the Internet. It is divided into three chapters, each focusing upon a different aspect of market behaviour. I begin in chapter 2 by building a simultaneous, unit demand, heterogeneous good, ascending auction model, which I use to study the behaviour of bidders in Internet auctions. Using this model, I demonstrate that late bidding—often observed in eBay auctions—is not inconsistent with allocative efficiency. Moreover, I show that when all agents are fully rational, have private values, and face a perfect bid-transmission mechanism, there can still exit an incentive for bidders to systematically delay their final bid. In a manner consistent with earlier empirical observations, this incentive disappears when the hard-close ending rule is relaxed. In chapter 3 I model strategic interaction amongst search engines that compete to serve consumer needs. Search engines generate revenue from advertisers, but also provide free organic search results. I demonstrate that, in an attempt to win market share, search engines compete not only against each other, but also against themselves: providing high-quality free links that compete for clicks with their own advertisements—thus cannibalising their advertising revenues. In particular, I find that in equilibrium consumers always (at least weakly) prefer to click on at least one non-paid-for link before clicking on a revenue generating advertisement so that some consumers never click an ad at all. That notwithstanding, revenue cannibalisation provides an incentive for quality degradation, even when the provision of quality is costless, and may engender low quality equilibria. When search engines show differentiated advertisements, the incentive to reduce quality is particularly strong. Chapter 4 examines the relationship between the transmittability of information via advertisements and the fee structure used by the advertisement’s publisher. For an advertiser, sending general advertisements with inflationary claims may attract additional consumers with whom it is poorly matched. This is costly for the firm when it must pay for the ads on a per-click basis (i.e. when it must pay for each consumer visit that it receives) since many of its visitors will not purchase. As a consequence, I find that perfect information transmission can always be sustained when adverts are priced per-click. By contrast, when firms pay for advertisements on a per-impression basis or on a per-sale basis, there is no disincentive to attracting poorly matched consumers, and maximum profits are obtained by attracting all consumers with some positive probability of purchase. This feature undermines the existence of fully informative equilibria under such fee structures, and may result in no information transmission being possible at all. Consumers benefit from increased informativeness, but distortions introduced by the market power given to advertisers imply that society may be better-off with no information transmission taking place.
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King, Brayden G. "CONSTRUCTING PERCEPTIONS OF VALUE: CORPORATE ACQUISITIONS IN THE COMMUNICATIONS INDUSTRIES, 1997-2002." Diss., Tucson, Arizona : University of Arizona, 2005. http://etd.library.arizona.edu/etd/GetFileServlet?file=file:///data1/pdf/etd/azu%5Fetd%5F1176%5F1%5Fm.pdf&type=application/pdf.
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Xu, Kuang, and 徐况. "On social-network-enabled e-communications." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2010. http://hub.hku.hk/bib/B44906547.
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Hampton, Andrew J. "Symbol Grounding in Social Media Communications." Wright State University / OhioLINK, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=wright1527171552994976.
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Pavin, Nilton. "Comunicação e Governança Corporativa: a informação on-line das empresas do Novo Mercado com o investidor pessoa física." Universidade Metodista de São Paulo, 2008. http://tede.metodista.br/jspui/handle/tede/814.
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Previous issue date: 2008-02-27The purpose of this study is showing that clear semantics and user-friendly navigability on IR websites are essential to communicate with single investors as well as their understanding of the Good Corporate Governance Practices adopted by firms that joined Bovespa s Novo Mercado. This work is divided into four stages. The first chapter explains what Corporate Governance is and how this concept was implemented in Brazil, introduces the stock market, Bovespa s Novo Mercado (New Market) and discusses subjects related to the financial sector. Next, it focuses on the evolution of corporate communications and how the organizations had to adapt their corporate culture and communications channels due to the ongoing and non-stop series of transactions (mergers & acquisitions and incorporations) that has been happening in Brazil since 1994, after Plano Real. This process enabled a geopolitical, cultural, economical and social alteration within corporations. Still in this chapter, the study shows the communications channels characteristics used by corporations in order to interact with their key public. Also, it displays how the internet and all digital media have integrated in this corporate process, the relationship with the investors, IR websites of the New Market firms and individual investor s profile. At last, the study shows the evaluation of IR websites, adopted criteria in order to examining homepage and further pages construction. At this point, the goal was to evaluate clear semantics, that is, the way the information is delivered to individual investors, the accessibility of this communication channel such as the number o clicks needed to obtain access to any piece of information and if the websites have specific areas for this public. Finally, the results are presented, as well as an analysis of corporate communication before and after joining Bovespa s New Market and the final conclusions.(AU)
O estudo pretende mostrar que a clareza semântica e a fácil navegabilidade nos sites de Relações com Investidores são essenciais para a comunicação com os investidores individuais bem como para a sua compreensão das Boas Práticas da Governança Corporativa adotadas pelas empresas que aderiram ao Novo Mercado da Bovespa. O trabalho está dividido em quatro etapas. O primeiro capítulo explica o que é Governança Corporativa, como esse conceito foi implementado no Brasil, apresenta o mercado de ações, o Novo Mercado e aborda os temas relacionados ao setor financeiro. Em seguida, aborda a evolução da comunicação empresarial e como as organizações tiveram que adaptar a sua cultura organizacional e os canais de comunicação devido à constante e ininterrupta série de transações (aquisições, fusões e incorporações) que acontecem no Brasil desde 1994, com o início do Plano Real. Esse processo proporcionou uma alteração geopolítica, cultural, econômica e social nas corporações. Ainda nesse capítulo o estudo apresenta as características dos canais que as organizações utilizam para se comunicar com os públicos de referência. Mostra também como a internet e as demais mídias digitais se integraram nesse processo corporativo, a relação com os investidores, os sites de RI das empresas do Novo Mercado e o perfil do investidor individual. Por último, o estudo apresenta a avaliação dos sites de RI, os critérios adotados para analisar a construção das homepages e demais páginas. Nesse ponto, o objetivo foi avaliar a clareza semântica, ou seja, a maneira como as informações são transmitidas para os investidores individuais, a acessibilidade desse canal de comunicação como a quantidade de cliques necessária para ter acesso a qualquer informação e se os sites possuem espaços específicos para esse público. Finalmente, são apresentados os resultados e uma análise da comunicação empresarial dessas empresas antes e depois da entrada das mesmas no Novo Mercado da Bovespa e as considerações finais.(AU)
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Arthur, Emmanuel. "Market orientation and firm performance in Ghana's telecommunications industry." Thesis, London Metropolitan University, 2016. http://repository.londonmet.ac.uk/1145/.
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This study set out to achieve a comprehensive understanding of the adoption levels of market orientation (MO) in Ghana’s mobile telecommunications industry, and to assess its relationship to performance. This was necessitated by the fact that, in-spite of the superfluity of literature on market orientation and its relationship to performance in developed economies and a few on developing nations such as Ghana, there are hardly any studies on Ghana’s mobile telecommunications industry despite its impressive performance. Furthermore, available studies generally assessed market orientation without incorporating any assessment by customers. The study, in addressing these deficiencies, makes significant contribution to academic knowledge on market orientation. Based on literature reviewed, a conceptual model and nine hypotheses are proposed for this study. Both qualitative and quantitative research methods, underpinned by realism philosophy enabled the assessment of the market orientation performance relationship. Qualitative data collection entailed an in-depth interview of ten senior officers of five mobile telecommunications firms operating in Ghana selected by a judgmental sampling method, whose response was analysed by thematic analysis. Quantitative data was obtained by administering questionnaires on 275 staff selected by a simple random sampling method and 302 subscribers selected by a two-stage process of quota and convenience sampling methods. Confirmatory factor analysis, correlation matrix, structural equation modeling and T-test are utilized in the analysis of the quantitative data and the testing of the hypotheses. The findings of the study established that in Ghana’s mobile telecommunications industry, market orientation is determined by one internal antecedent - top management emphasis with no external antecedent influencing it. The significant effect of market orientation on business performance, customer satisfaction, customer retention, employee commitment and employee esprit de corps have also been established by this study. Finally, the study establishes that, when compared, subscribers and staff assessment of the dimensions of market orientation differed with staff rating them higher than subscribers. Based on the findings, the study recommends the need not only for mobile telecommunication operators to continue in the pursuit of market orientated activities, but also undertake measures to close the market orientation gap between them and their subscribers. Top management should also continue with the pivotal role they are playing in the implementation of market orientation, and enhance their information generation, dissemination and responsiveness processes not only to sustain market orientation but also their performance. Notwithstanding the shortfalls identified, which did not adversely affect outcomes of the study, the study has developed an empirical model for market orientation, firm performance relationship for the mobile telecommunications industry incorporating a comparison of the assessment of the dimensions of market orientation by subscribers and staff. It is hoped that this new model will be used for further studies in both developed and developing countries to test the viability of its application.
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Хоменко, Лілія Миколаївна, Лилия Николаевна Хоменко, and Liliia Mykolaivna Khomenko. "Social marketing communications for blood donors retention." Thesis, Сумський державний університет, 2020. https://essuir.sumdu.edu.ua/handle/123456789/80806.
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Creating a solid foundation for safe blood donation requires a long-term approach, using an effective marketing program to recruit and retain existing volunteer donors. Considering this, it is especially relevant to study the positive foreign experience in the development of free voluntary regular blood donation. The purpose of the paper is to analyze the marketing tools application in the blood services of various countries. The blood service needs to use a combination of various marketing tools to retain exist blood donors. For primary donors, in order to encourage re-donation, it is advisable to issue a donor ID, a donor phone sticker and a leaflet with information about donation benefits. It is advisable to use the site, social networks, and the mobile app for a reminder. The fact of the blood using should be reported via SMS or message on Viber / Telegram / WhatsApp. It is advisable to perform donor activity once a month: drawing contests, poems contests or songs contests about donating. Also we can choose the best donor and volunteer. Donor retention is a complex and long-term process that requires the involvement of a range of marketing tools. But it can provides a significant social impact, which is much higher than marketing expenses.
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Ráčková, Adéla. "Kvantitativní marketing." Doctoral thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-191815.
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In my dissertation I am interested in the management of marketing cummunication and techniques which make this communication more effective. The main topic of this thesis is the optimization of marketing communication which is discussed from the theoretical point of view at first. Then a social network analysis improving additional and complementary information to predictive models related to customers' behaviour is a part of this thesis. The analysis of social network represents an approach which is used for study of social structure and the analysis of social linkage of individuals in a form of relational data is a subject of its interest. Models of binary choice are used to estimate predictive models, the main attention is dedicated to the logistic regression, further to the logit and probit models including discussion related to the possible use of models of multinomial choice. The mentioned techniques are combined in the application part. The telecommunication market is selected for case studies because it represents a dynamically developing market opened to new and fresh technologies and approaches. Three case studies are discribed in this thesis. The first study is focused on the optimization of proactive telemarketing campaigns realized with foreign telecom operator. The second case study is focused on the optimization of reactive telemarketing campaings what means the optimization of marketing communication in call centers in czech telecom operator. The third case study relates to the important change of czech telecom market which happened in April 2013 and to the role of predictive modelling and optimization in it.
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Harper, Gavin. "The role of business model innovation in transitioning ULEVs to market." Thesis, Cardiff University, 2014. http://orca.cf.ac.uk/71735/.
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This thesis explores whether ‘business model innovation’ could hold the key to advancing the ultra-low and zero carbon vehicle industry in the United Kingdom. This thesis presents a critical comparison of two case studies drawn from qualitative research conducted with a broad cross-section of UK vehicle manufacturers (VMs) that are interested in introducing zero carbon vehicles to the marketplace. The two cases, looking at large established producers of vehicles with trans-national presence (herein termed TNC/MNC VMs) and smaller producers (herein termed SME VMs). The two cases consist of a number of grouped embedded cases focusing on the activities of vehicle producers that are in the process of introducing Ultra-Low Emission Vehicles (ULEVs) to the UK marketplace. These cases are constructed and informed by both primary research, semi-structured interviews conducted with representatives of these VMs, secondary analysis of interviews conducted with VM representatives and industry commentators and documentary analysis of contemporary sources and industry commentary. The thesis is framed within a broader academic debate regarding the nature of achieving socio-technical transitions. Within this frame of reference, particular attention is paid to the role of large incumbents vs. new start-up insurgents in bringing innovative technologies to the marketplace; innovative technologies being seen as a key component of a transition to a more sustainable world. In comparing the business models of large, well-established vehicle manufacturers, with smaller, newer, SME providers the ontology of Business Models developed by Osterwalder & Pigneur (2002) is used to interrogate, analyse and make comparisons between the business models of a range of companies that are very dissimilar in nature. Context is crucial to understanding the detail of case studies; as such, the thesis is also informed by the perspectives, gained through interviews, of a number of industry commentators, representatives of government organisations and automotive trade bodies. ~ xxviii ~ This thesis set out to explore a number of research themes and the contributions to knowledge that this thesis has made are: Establishing a theoretical linkage between Geels (2006) multi-level perspective of transitions literature and Osterwalder & Pigneur’s (2002) business model ontology. By bringing these two powerful tools together, it is proposed that a complimentary analysis of the business model on the micro level, embedded within an overall socio-technical transition at the macro level can be made. Furthermore, through an empirical analysis of business models in the car industry, a range of business model components, new directions for business models and “complementary” ancillary business models that support the introduction of ULEVs has been identified. Disappointingly, whilst some observation are made about the early stages of transitions, the slow uptake of ULEVs in the marketplace has shown that the incumbent regime is still reistant to transition – and no concrete transition mechanisms can be identified. There are however a collection of observations about the early stages of socio-technical transitions. The thesis also contributes to the ongoing debate about the tensions between incumbent and insurgent business contributing to the ongoing characterisation of the competitive forces that exist between them. Another important contribution to the business models literature, is a discussion of the role of product, process and business model design. Very recent work by Meertens, Starreveld, Iacob, & Nieuwenhuis (2013) has also explored this issue, however, this work takes a different perspective informed by the empirical data within the case studies.
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Avery, Jonathan. "The political economy of communication looks at the Neoliberal market-oriented Canadian television." Thesis, University of Ottawa (Canada), 2009. http://hdl.handle.net/10393/28191.
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This thesis applies the political economy of communication, Giddens' (1984) theory of agency, and Lukes' (1974) conception of power to the Canadian Broadcasting infrastructure in order to understand how Neoliberal market policies impacts the production and distribution of Canadian television content. This research involves two types of analyses, structural and institutional, to study the Canadian Broadcasting Act, Canadian Content Regulations, Canadian Television Policy and the ownership structure of CanWest Global Communications Corporation, an example of a Canadian media conglomerate. The thesis concludes that the Neoliberal approach is adopted to attract Canadian audiences to Canadian content in a growing competitive and changing global media environment. It limits content diversity by creating a concentrated media infrastructure that favours the production of Canadian entertainment over news and information. This creates a heavily entertained culture but one that is less informed and viewed strictly within the confines of Neoliberal market Hegemony.
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Spence, Daniel. "Grassroots 20 social change through the social Web." Thesis, University of Ottawa (Canada), 2009. http://hdl.handle.net/10393/28110.
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The Internet presents a wide variety of capacity-building opportunities for the nonprofit sector, especially grassroots-based organizations with geographically dispersed members. These opportunities have become more accessible and practical for laypeople with emergence of Web 2.0 and the prevalence of social network sites like Facebook and MySpace in contemporary life, theoretically making it easier even for under-resourced organizations to leverage the Internet to increase outreach, fundraising and recruitment capacity. This report details the participatory action research basis and findings of the accompanying practical component of the thesis project which entailed the development of a new Web 2.0-enabled website for Sierra Club Canada, the country's foremost grassroots environmental nonprofit organization. With no other organizations in the sector taking full strategic advantage of the Internet to improve campaign capacity, this new website will establish Sierra Club Canada as a premiere online presence and a resource for a growing number of grassroots activists and supporters of environmental causes.
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Thomas, Neal. "Social computing as social rationality." Thesis, McGill University, 2012. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=106409.
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This project concerns the ways in which social computing functions as a rational steering medium in network societies. Exploring cases that include the structured data protocols of an ascendant "Web 3.0", Google PageRank and collaborative filtering services, the work unearths some key intellectual commitments at work in the technologies. Each software structure constructs a kind of social rationality, by combining the lived experience of users with its rationalizing computational processes. The cases have been chosen as among those digital tools increasingly relied upon to coordinate action in everyday life: organizing people and knowledge in diverse ways, recalibrating the operations of large bureaucracies and institutions, serving as new feedback mechanisms for the network economy, and functioning as novel formats for everyday communication between friends, family and citizenry. To help compare the cases, the project outlines several philosophical forms of rationality. Doing so helps in turn to highlight three aspects of social computing: how certain conditions of epistemic validity and successful action are being encoded into software algorithms and protocols; how each case rationally models the achievement of consensus, via some configuration of the semantics and pragmatics of language, and finally, how each case enrolls distributed social participation to potentiate the conditions of its operation.Ce projet concerne la manière dont l'informatique sociale fonctionne comme un moyen de direction rationnelle dans la société en réseau. Avec les cas qui comprennent les protocoles du Web sémantique, Google PageRank et les services de filtrage par collaboration, l'oeuvre déterre certains engagements clés intellectuelle dans les technologies, qui indiquent comment chacun des technologies construit le rationalité sociale à travers son processus de calcul. Les cas ont été choisis parmi ceux des outils numériques de plus en plus invoquée pour coordonner l'action dans la vie quotidienne: pour l'organisation de gens, le savoir et les institutions de diverses manières, pour le fonctionnement de grandes bureaucraties et les institutions, pour les mécanismes de rétroaction dans l'économie en réseau, et comme formats nouveaux pour la communication sociale quotidienne entre amis, famille et collègues. Pour comparer les cas, le projet de recherche décrit plusieurs formes de la rationalité philosophique: instrumental de l'objet visé, économique, communicative et socio-techniques. Cela permet de souligner à son tour trois aspects de l'informatique sociale: comment les conditions de validité épistémique et de 'action réussie' sont encodés dans des algorithmes logiciels et les protocoles ; la façon dont chacun des modèles de cas technologie rationnelle parvenus à un consensus par une certaine configuration de la sémantique et pragmatique du langage ; et comment des interactions sociaux sont inscrit de façon distribuée, pour potentialiser les conditions de leurs fonctionnement.
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Marquesi, Alexandre Cavalcanti. "COMUNICAÇÃO DE MERCADO E AS MANIFESTAÇÕES PERCEPTIVAS DAS MARCAS NAS REDES SOCIAIS VIRTUAIS." Universidade Metodista de São Paulo, 2015. http://tede.metodista.br/jspui/handle/tede/719.
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This study aims to prove the existence of the interference of opinion leaders in brand communication with consumers (opinion leaders, here in this study, we understand as a person who generate influence on groups of people that discuss a particular subject). We mapped the impact of the interference mentioned above and found out five major significant events of reflections on the brand. The theoretical framework consists of contemporary authors, and is based on the study of the perspective of marketing communication, cyber culture, micro-power, machine dependency and psych technology. The form of the study evidence consisted of methodologies comprising historiographical study, case study and focus groups. (comes before the methodology). We achieved the initials objectives and proved the existence of the interference of the opinion leader in brand communication with consumers.
Este estudo tem como objetivo a comprovação da existência de interferência dos formadores de opinião na comunicação da marca com seus consumidores (formadores de opinião, aqui neste estudo, entendemos como pessoas que geram influência em grupos de pessoas que debatem um determinado assunto). Mapeamos o impacto desta interferência supra citada e encontramos cinco grandes eventos significativos dos reflexos na marca. O quadro teórico de referência é formado por autores contemporâneos, e baseia-se na perspectiva do estudo da comunicação mercadológica, cibercultura, micropoder, maquinodependência e psicotecnologia. A forma de comprovação do estudo foi composta de metodologias que compreende estudo historiográfico, estudo de caso e grupos focais. (vem antes da metodologia). Alcançamos os objetivos iniciais e comprovamos a existência da interferência do formador de opinião na comunicação da marca com seus consumidores.
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Koc, Erdogan. "The role and potential of marketing communications in the Turkish domestic tourism market." Thesis, Oxford Brookes University, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.325435.
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Zidarova, Margarita. "Corporate Social Responsibility: The Future of Marketing Communications." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-71814.
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The purpose of this study was to investigate Corporate Social Responsibility (CSR) as a contribution tool to the future practices of corporate marketing communications. Another aim was to discover the current practices of CSR within corporate marketing communications with a specific focus on corporate and stakeholder value creation gained through this merging of two disciplines. Finally, the possibility of creating future competitive advantages through the use of CSR in marketing communications was also examined. The author applied a qualitative interview questionnaire as well as a quantitative survey study as primary research methods conducted for the purpose of this thesis. The interview questionnaires focused on the internal stakeholders' point of view on CSR as a marketing tool, while the survey study examined customer and external stakeholders' interest in current practices and value of CSR. The primary research was complemented by a broad literature review on the subjects of corporate marketing communications and corporate social responsibility. The main results revealed by the literature reviews and empirical research showed that corporate social responsibility has gained increasing value amongst business practitioners and external stakeholders. It was found that CSR can be executed most efficiently though public relations, and thus it helps sustain a sound corporate identity, brand, image and reputation, resulting in stakeholder loyalty and corporate value. The key findings of the research proposed that the proper use of CSR within marketing communications, by developed mid- and large-size organizations, could result in future competitive advantages in the market place. The principal concluding remark of the author was to highlight the importance of corporate social responsibility practices in marketing communications, with respect to value creation. This thesis aims to create motivation for further empirical research and development.
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Manley, Julian Yves. "Untold Communications a Holistic Study of Social Dreaming." Thesis, University of the West of England, Bristol, 2010. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.524699.
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