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Marketing Theses and Dissertations
Theses/dissertations from 2023 2023.
How Feeling Like a Minority Affects Preferences for Autonomous Digital Interfaces , Ye Seul Kim
Theses/Dissertations from 2022 2022
Spillover Effects in Product Customization , Samuel Babu Sekar
Theses/Dissertations from 2021 2021
External and Internal Factors of Sports Sponsorship Selling Cycles in North American Professional Sports , Dan Kaufmann
Increasing Personal and Product Influence Through Background Auditory and Visual Cues , Zhihao Yu
Theses/Dissertations from 2020 2020
The Effects of Product Recalls on Competitors’ Market Value and Recalling Firm’s Reputation , Dong Liu
Corporate Brand Impact on Sales / Revenue Per Share , Brad A. Puckey
Competition in Upstream Humanitarian Supply Chain: Investigation of Food Banks , Iana Shaheen
Theses/Dissertations from 2019 2019
How Digital versus Non-Digital Modes of Food Ordering Influence Menu Healthfulness Perceptions and Food Choices , Annika Abell
Theses/Dissertations from 2018 2018
The Impact of Digital Marketing Decisions on Market Outcomes in Residential Real Estate , Denise Hunter Gravatt
Theses/Dissertations from 2017 2017
Hate is a Strong Word: The Influence of Hate-Acknowledging Advertising on Brand Outcomes , Lisa Monahan
The Effects of Loneliness on Consumers’ Digital Engagement with Social Media Ads , Yu Qin
Product Shadows and Ad Evaluations , Nazuk Sharma
Theses/Dissertations from 2016 2016
Understanding the Complexity of Product Returns Management: A Complex Adaptive Systems Theory Perspective , Jennifer Anne Espinosa
Branding Implications of Co-Created Social Responsibility , Alexander J. Kull
Theses/Dissertations from 2015 2015
How You Categorize Influences How Helpful You Are: The Effect of Categorization Mindset on Consumers’ Social Decisions , Hsiao-Ching Kuo
Theses/Dissertations from 2014 2014
Taken for Granted or Taken with Gratitude? An Examination of the Differential Effects of Donations of Time and Money on Consumers' Evaluation of Corporate Philanthropy , Ryan Langan
Essays on Consumer's Psychological and Behavioral Responses toward Social Coupons , Chinintorn Nakhata
Muscling Consumers to Optimal Option Differentiation: The Influence of Incidental Muscular Sensations on Option Differentiation , Courtney Szocs
Theses/Dissertations from 2012 2012
Essays on Mental Accounting and Consumers' Decision Making , Ali Besharat
Perceived Firm Transparency: Scale and Model Development , Jennifer Dapko
Theses/Dissertations from 2010 2010
Antecedents and Consequences of Channel Alienation: An Empirical Investigation within Franchised Channels of Distribution , Ivan Lapuka
Theses/Dissertations from 2009 2009
An Empirical Examination of the Dark Side of Relationship Marketing within a Business to Business Context , Brent L. Baker
Developing the Nomological Network of Perceived Corporate Affinity for Technology: A Three Essay Dissertation , David Earl Fleming
Theses/Dissertations from 2008 2008
Self-Directed Learning: Measures and Models for Salesperson Training and Development , Stefanie Leigh Boyer
Emotional Exhaustion and Its Role in Service Sabotage among Boundary Spanners , Diane R. Edmondson
Theses/Dissertations from 2007 2007
Essays on multiple identities and motivated consumption: Exploring the role of identity centrality on self-brand connections , Tracy R. Harmon
The impact of organizational climate variables of perceived organizational support, workplace isolation, and ethical climate on salesperson psychological and behavioral work outcomes , Robert J. Riggle
Theses/Dissertations from 2005 2005
The Effect of Perceived Entitativity on Implicit Image Transfer in Multiple Sponsorships , FrancoÌ?is Anthony Carrillat
Theses/Dissertations from 2004 2004
Relationship Advertising: Investigating the Strategic Appeal of Intimacy (Disclosure) in Services Marketing , Andrea Diahann Gaye Scott
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2010:239 BACHELOR THESIS Social Media and the Impact on Marketing Communication
Related Papers
Gergana Todorova , Gergana Todorova
The purpose of this report is to present theoretical concepts and developments in the concept of " marketing communication mix". This article explains what is the marketing communication mix, describing its nature, importance, types of instruments and efficiency. Designing the right marketing mix involves the four P's i.e. Product, Price, Place and Promotion. In the field of marketing communications, must be coordinate efforts towards the last P of the marketing mix – Promotion. And need to develop strong sales and advertising messages that will connect with your customers instantly and effectively highlight product's quality and brand`s differentiation from others. Successful marketing communication relies on a combination of tools called the " promotional mix ". These tools include: Advertising, Public relations, Sales promotion, Direct marketing, Personal selling, and are used to describe the set of tools that a business can use to communicate effectively the benefits of your products or services to its customers.
Ljupka Naumovska
The marketing communications industry and theory are facing rapid changes in accordance with global business and society fluctuations. Global and local market conditions are constantly varying and thus creating hardly predictable environment. The most implemented tool for marketing communications – advertising, is losing its power for effective communications; customers are becoming over-advertised and resistant to traditional advertising stimuli. Advertising, as one-way communication mass media tool is no longer effective as previously, hence can no longer fulfill the role of leading marketing mix tool. Therefore, the necessity for altering the structure of the traditional marketing communication mix elements, emphasizing the role of other elements but advertising, with more personalized and interactive functions. One method for improvement of marketing communication's mix efficiency is by reallocation the leading role of advertising with public relations. The practice of public relations tools can ensure higher level of transparency in internal and external organizational communications and thus can certify more effective marketing communication. The theoretical research is supported with qualitative research of business segment by conducting a detailed interview for the marketing communication practice.
Felix Nyareki
Science Park Research Organization & Counselling
Nelson Omenugha
Aim: To review and discuss the use of social media platforms as digital marketing tool and promotional strategy by brands. The digital age inevitably brings changes and increased competition in ways businesses target, reach and recruit customers. This phenomena raises the question of which medium or media do businesses adopt in the marketing effort to reach, inform and convert customers; ultimately for survival? This review is an attempt to address this question within the context of the promotional activities of a beauty brand, Taliah. Approach: A review was conducted on the social media marketing activities of Taliah. It discusses different social media platforms such as Facebook, Twitter, Instagram and YouTube which the brand has combined to target, reach, persuade and convert their customers. In addition, the review identified four factors that reasonably affect the social media marketing as time and date; personality, call to action and post type. Consequently, this logical approach towards the subject-matter would help to provide knowledge and facilitate reaching the best-fit decision that can optimize the marketing activities of brands and businesses; considering the increasingly evolving technological era. Findings: The review considers the evolving changes in business as a result of the presence of various digital and interactive platforms and technologies. The study recognizes that the social media platforms provide opportunities for media content; including information on products and services to be processed and distributed to the targets. There is a worry that the market space is increasingly becoming competitive; particularly as consumers are empowered by the digital technologies to make informed choices among different brands and businesses. Arguably, this is one of the major factors that triggered the competition in the market and among brands. Review limitations/implications: The characteristics of the impact of the social media marketing on brands and businesses have recently been widely discussed because of their general applicability. Consequently, it is impossible to review and cover all the important aspects of the subject-matter in this review. This review focuses on the Taliah brand and how it has particularly conducted its social media and digital marketing management. It also examines four factors that reasonably affect the social media marketing; namely, time and date; personality, call to action and post type. The review examines and provides its own views based on content analysis of the social media marketing activities of Taliah brand. Practical implications: The review highlights the activities, benefits and challenges of applying social media as a marketing and promotional strategy. Social media platforms provide the channel through which brands and businesses can develop and disseminate information about their activities to their targets in an easy, less expensive and convenient manner. On the other hand, if brands and business understand the factors affecting the social media marketing; namely, time and date; personality, call to action and post type – they would be better prepared to checkmate these factors; including been able to aptly adapt the strengths of the social media in their marketing activities. This complement would strike the balance and potentially present a practical means through which brands could coordinate their marketing efforts in using various social media platforms. It is also crucial to gain insight into other factors that potentially impacting the activities of social media marketing strategy. Value: The review considers that the increasing changes in the market is itself an opportunity for the brands to rethink strategy on how various digital technologies and networking platforms can be optimized in marketing their activities and information. It is crucial and beneficial to emerging businesses and academics to understand how Taliah brand Business and Management Studies Vol. 4, No. 3; 2018 59 combined and utilized diverse social media platforms to target, reach out and recruit target customers; ultimately boosting its market shares.
Lucio Lamberti
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Theses/Dissertations from 2009. An Empirical Examination of the Dark Side of Relationship Marketing within a Business to Business Context, Brent L. Baker. Developing the Nomological Network of Perceived Corporate Affinity for Technology: A Three Essay Dissertation, David Earl Fleming.
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In the traditional media marketing, the linear AIDMA (Attention, Interest, Desire, Memory, and Action) model by (Hall, 1924) has played a pivotal role in describing the psychological
A THESIS . Presented to the Department of Business Administration ... An Abstract of the Thesis of . Jesse D'Agostino for the degree of Bachelor of Arts . in the Department of Business to be taken June 2018 . Amazon, E-commerce, and the New Brand World . Approved: _____ Lynn Kahle . This thesis evaluates the impact of e-commerce on brands by ...
Bachelor's Thesis in International Business, 66 pages, 2 pages of appendices Autumn 2012 ABSTRACT This thesis deals with sustainable marketing, as well as the necessity for more sustainability. The purpose of this thesis was to determine the importance of sustainable marketing for companies.
Title: Effects on brands in real -time marketing on social media Date: 2015 -05 -22 Level : Bachelor Thesis in Marketing Supervisor: Klaus Solberg Søilen Purpose: The purpose of this research is to investigate whether RTM -advertising is a more effective and attractive way of creating social media content compared to traditional social
Bachelor's thesis International Business Valkeakoski / Autumn 2016 Anastasiia Sotnikova ... Author Anastasia Sotnikova Year 2016 Subject of Bachelor's thesis The application of digital marketing strategies to increase profits of the organization. ABSTRACT The changing environment and technological development redirected con-
This bachelor thesis was written as part of our education at the Business Program at Luleå University of Technology. The thesis was completed in June 2009 after approximately 10 weeks of research and writing. After writing this thesis we gained a much deeper understanding of strategic green marketing, both in theory and practice.
Using well-established theories from the sociological perspective of the organisational behaviour literature, this work proposes relevant questions for future research in this field.Journal of ...
1.5 Structure of the thesis. In order to answer the main research question first some theoretical definitions have to be made. Chapter 2 explains the concept of search behaviour, tries to elaborate on its essence and a general model is presented. Chapter 3 concerns involvement.
Many marketing experts (Drury 2008; Mayfield 2008; Weber 2009; Weinberg 2009) have always emphasized that since marketing via social media is rather about receiving and exchanging perceptions and ideas, which makes social media marketing no longer one dimensional but a two-way process engaging a brand and an audience (Drury 2008) as well as a ...
Therefore, the objective of my Bachelor's thesis is to design a marketing strategy plan for Jiangxi Chenxin Pharmaceutical company operating in the medicinal market. According to the objective of my thesis, the following research questions are defined: What is a marketing strategy plan approach for Jiangxi Chenxin Pharmaceutical company?
The goal of this bachelor thesis is to shed a light on previous publications on qualitative research in academic journals for strategic marketing (Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science and International Journal of Research in Marketing).
Download Free PDF. Download Free PDF ... Bachelor thesis Marketing Cause-related marketing The influence of message presentation and cause familiarity on consumer skepticism in cause-related marketing Author: S.A.M. Kusters ANR: 339672 Student International Business Administration Tilburg University Supervisor: E.A.A. Dreezens Table of contents ...
BACHELOR THESIS Social media and brand awareness ... Bachelor thesis Marketing Department of Business Administration and Social Sciences Division of Industrial marketing and e-commerce 2010:129 - ISSN: 1402-1773 - ISRN: LTU-CUPP--10/129--SE. SOCIAL MEDIA AND BRAND AWARENESS A case study in the fast moving consumer goods sector
PDF | On Nov 8, 2013, Paul Leitner and others published Marketing Evaluation and performance measurement of marketing campaigns Bachelor Paper I Submitted by Paul Leitner | Find, read and cite all ...
Bachelor's Thesis in International Business, 41 pages, 4 pages of appendices Autumn 2012 ABSTRACT The purpose of this thesis is to study what are marketing and business concepts, how marketing and business concepts can be used in designing concept changes, and how the concepts work in practice. The thesis is comissioned by Company X.
In the field of marketing communications, must be coordinate efforts towards the last P of the marketing mix - Promotion. And need to develop strong sales and advertising messages that will connect with your customers instantly and effectively highlight product's quality and brand`s differentiation from others.
bachelor thesis Spring 2012 ... Universities Use E-marketing To Attract Students? Authors Dennis Svensson Sahar Zia Supervisor Veronika Tarnovskaya . I Abstract The purpose of this study was to examine how various universities address E-marketing activities as a help for attracting more students. The key issue was to add knowledge by
Marketing Plan Bachelor's thesis 38 pages, appendices 51 pages May 2012 _____ The aim of this bachelor's thesis was to draw up an efficient marketing plan for Pohjolan Vihreä Polku Oy, which offers meeting and nature activity services. The company was in a process of conversion and needed a structured marketing plan. The
PDF | On Jan 21, 2020, Betel Chemere published MA Thesis Final Document Jan 14, 2020 | Find, read and cite all the research you need on ResearchGate
Achieving Marketing Productivity through enhancing Effectiveness and Efficiency: From a Company Perspective Acknowledgement-This thesis has given us the knowledge of an area that was beyond our own academic proficiency. We are very proud to finally present our Bachelor's thesis that was the last
DI, YANG: Using Facebook for Marketing Case: Picnic Finland Oy Bachelor's Thesis in Business Information Technology, 49 pages, 3 pages of appendices Spring 2014 ABSTRACT The purpose of this study is to increase the understanding of Facebook marketing within the environment of social media. This study attempts to answer the question: