Einfluss Von Earned Media Auf Instagram Auf Die Customer Journey Von Millennials
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Einfluss Von Earned Media Auf Instagram Auf Die Customer Journey Von Millennials
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Author : Anna Riederle
language : de
Publisher: GRIN Verlag
Release Date : 2024-02-21
Einfluss Von Earned Media Auf Instagram Auf Die Customer Journey Von Millennials written by Anna Riederle and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024-02-21 with Business & Economics categories.
Masterarbeit aus dem Jahr 2023 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Hochschule für angewandtes Management, Sprache: Deutsch, Abstract: Unternehmen haben keine Kontrolle darüber, was auf den sozialen Netzwerken über sie und ihre Produkte behauptet wird. Earned Media hat jedoch eine hohe Glaubwürdigkeit bei den Social-Media-Nutzern. Das Ziel der Arbeit ist es, herauszufinden, inwiefern Earned Media auf Instagram die Customer Journey von Millennials beeinflusst. Wenn klar ist, wie sich der Einfluss in den verschiedenen Phasen äußert, kann überlegt werden, wie Unternehmen mit Earned Media umgehen und es selbst beeinflussen können, um mehr Kontrolle darüber zu gewinnen. Daraus ergibt sich die folgende Forschungsfrage: Welchen Einfluss hat Earned Media auf Instagram auf die Customer Journey von Millennials? Um diese zu beantworten, wurde eine quantitative Studie durchgeführt, bei der eine Zufallsstichprobe aus der Grundgesamtheit (Instagram-Nutzer in Deutschland, die zur Generation Y gehören) einen standardisierten Fragebogen bearbeitete. Die Antworten wurden anschließend statistisch ausgewertet. Die Ergebnisse haben gezeigt, dass Earned Media auf Instagram häufig der Auslöser der Customer Journey von Millennials ist. Außerdem vertrauen Millennials Earned Media und lassen sich und ihre Meinung zu Produkten oder Marken dadurch beeinflussen. Auch selbst teilen Millennials gerne ihre eigenen Meinungen zu Produkten auf Instagram, vor allem, wenn sie allgemein gerne Dinge aus ihrem Leben mit ihren Followern teilen. Die Ergebnisse geben neue Einblicke in die Erforschung des Social-Media-Marketings. Earned Media wurde bedingt der schwierigen Messbarkeit bisher nur wenig erforscht. Es konnten wertvolle Erkenntnisse für Unternehmen im Hinblick auf den Umgang mit Earned Media gewonnen werden. Weiterführende Forschung bietet sich mit Blick auf andere soziale Netzwerke und die nachfolgenden Generationen an.
Influencer Marketing For Brands
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Author : Aron Levin
language : en
Publisher: Apress
Release Date : 2019-11-30
Influencer Marketing For Brands written by Aron Levin and has been published by Apress this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-30 with Business & Economics categories.
In the next few years, brands are on track to spend billions of dollars on influencer marketing. This form of marketing—currently utilized with great success on Instagram and YouTube—is not a short-lived fad, but a tectonic shift for the future of digital advertising. It's the way of the future, and the responsibility is on business leaders to keep up. Modern marketing professionals looking to adopt influencer marketing for their brands face equally modern challenges. Like finding the right talent, tracking and measuring results and quantifying how this new marketing opportunity aligns with the overall strategy. Influencer Marketing for Brands is the field guide for the digital age. After working with hundreds of brands from across the globe, author Aron Levin shares his insider knowledge gained from research, strategy, and hands-on experience from more than 10,000 successful collaborations with influencers on Instagram and YouTube. He provides you with valuable insights that help you eliminate guesswork and avoid common mistakes. More importantly, he shows you how to turn influencer marketing into a scalable and sustainable marketing channel. The digital media landscape grows more complicated by the hour, and influencer marketing is no exception. Influencer Marketing for Brands breaks down the art and science of influencer marketing and helps you synthesize, contextualize and transform this new way of creating and distributing content with powerful formulas, proven strategies, and real-world examples. What You Will Learn Plan effective influencer marketing campaigns using a simple 3-step formulaCreate top performing YouTube videos that drive website traffic, app installs and salesUnderstand what to pay for influencer marketing and how much you should invest if you're just starting out Who This Book is For Marketing and agency professionals, influencers and content creators, marketing students, those who are looking for more effective forms of advertising and are generally interested in understanding the new and evolving digital media landscape.
The Influence Of Social Media Marketing Brand Loyalty Brand Awareness Towards Consumer Purchase Intention An Empirical Analysis
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Author : Yusuf Balarabe Abdullahi
language : en
Publisher: GRIN Verlag
Release Date : 2021-03-18
The Influence Of Social Media Marketing Brand Loyalty Brand Awareness Towards Consumer Purchase Intention An Empirical Analysis written by Yusuf Balarabe Abdullahi and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-03-18 with Business & Economics categories.
Master's Thesis from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 3.9, Limkokwing University of Creative Technology, language: English, abstract: The reason for this research is to distinguish and look at consumers' purchase intention in Malaysia through social media marketing, brand loyalty and brand awareness. Other than that, this research rushes to discover the relationships between social media marketing, brand awareness and electronic word of mouth towards brand loyalty among the consumers in Malaysia inciting purchase intentions. Consumers purchase intention has developed with the help of the social media marketing, and progressively replacing the customary marketing techniques. The marketing methodology is based on social media platforms where consumers are currently looking for information about an item or service, and others encounters before resolving to purchase the item or service. The sharing of the brands, item surveys, and clients' encounters are a piece of the electronic word of mouth where data is transmitted and gotten over the web. With the impact of electronic word of mouth and social media marketing, it has an effect to the brand loyalty, and in the end towards purchase intentions. This study endeavors to study the effect of social media marketing, brand loyalty, and brand awareness towards purchase intentions. Two hundred questionnaires were collected toward the end of the review inside Malaysia. Five hypotheses were produced and tested.
Customer Engagement Marketing
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Author : Robert W. Palmatier
language : en
Publisher: Springer
Release Date : 2017-08-29
Customer Engagement Marketing written by Robert W. Palmatier and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-08-29 with Business & Economics categories.
This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.
The Impact Of The Digital World On Management And Marketing
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Author : Grzegorz Mazurek
language : en
Publisher: Poltext
Release Date : 2016-08-31
The Impact Of The Digital World On Management And Marketing written by Grzegorz Mazurek and has been published by Poltext this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-08-31 with categories.
The book aims to give an insight into the multifacetedness of changes the Internet – referred to here as the digital world – triggers in both theory and practice of marketing and management. The book has been divided into 5 subject areas, i.e. management, strategy, communications, brand, and consumer, all of which act as the main themes of subsequent chapters.
Insurance 4 0
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Author : Bernardo Nicoletti
language : en
Publisher: Springer Nature
Release Date : 2020-10-31
Insurance 4 0 written by Bernardo Nicoletti and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-10-31 with Business & Economics categories.
Industry 4.0 has spread globally since its inception in 2011, now encompassing many sectors, including its diffusion in the field of financial services. By combining information technology and automation, it is now canvassing the insurance sector, which is in dire need of digital transformation. This book presents a business model of Insurance 4.0 by detailing its implementation in processes, platforms, persons, and partnerships of the insurance companies alongside looking at future developments. Filled with business cases in insurance companies and financial services, this book will be of interest to those academics and researchers of insurance, financial technology, and digital transformation, alongside executives and managers of insurance companies.
Open Tourism
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Author : Roman Egger
language : en
Publisher: Springer
Release Date : 2016-03-02
Open Tourism written by Roman Egger and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-03-02 with Business & Economics categories.
This book examines the concepts of open innovation, crowdsourcing and co-creation from a holistic point of view and analyzes them considering their suitability to the tourism industry. Methods, theories and models are discussed and examined regarding their practical applicability in tourism. The book illustrates the theoretical mechanisms and principles of Open Innovation, Crowdsourcing and Co-creation with case studies and best practices examples. In addition to the scientific target group, the book is a useful resource for managers of the entire tourism industry. First, the book presents the theoretical fundamentals and concepts in 11 specific chapters. This basis is then enriched by three parts with case studies, focusing on information, creation and provision respectively. Finally in a concluding part the editors sum up the book and give an outlook on the implications, learnings and future perspectives of open innovation, crowdsourcing and collaborative consumption in the tourism industry.
Online Review Trust Factors Characteristics And Person Specific Reputation
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Author : Sebastian Hochreiter
language : en
Publisher: GRIN Verlag
Release Date : 2022-01-11
Online Review Trust Factors Characteristics And Person Specific Reputation written by Sebastian Hochreiter and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-01-11 with Business & Economics categories.
Bachelor Thesis from the year 2021 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, Vienna University of Economics and Business (Institute for Entrepreneurship & Innovation), language: English, abstract: This thesis is about the Online review trust factors and the characteristics and person-specific reputation. Especially abou the question, "Which factors make online reviews trustworthy?" Online reviews are more and more used by consumers trying to make an informed decision whether to buy a product or service. Trust plays a central moderating role in this decision-making process. However, specific factors that lead to the emergence of trust have not been identified and subsumed among scholars. This thesis aims to fill this gap by addressing empirically proven conceptualizations of trust factors and evaluating them within an online setting and demonstrating these factors by descriptive visual aids. The results show that consumers essentially use review characteristics and person-specific factors to assess trustworthiness. The review length, its writing style, real pictures, and the review’s extremity primarily influence trustworthiness. The number of submissions of a reviewer, certain review patterns, virtual badges, real profile pictures, and real names with contact information secondarily influence trustworthiness. If a review is perceived as untrustworthy, it gets discounted by consumers.
The Trophy Kids Grow Up
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Author : Ron Alsop
language : en
Publisher: John Wiley & Sons
Release Date : 2008-11-03
The Trophy Kids Grow Up written by Ron Alsop and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-11-03 with Business & Economics categories.
The first wave of the Millennial Generation—born between 1980 and 2001—is entering the work force, and employers are facing some of the biggest management challenges they’ve ever encountered. They are trying to integrate the most demanding and most coddled generation in history into a workplace shaped by the driven baby-boom generation. Like them or not, the millennials are America future work force. They are actually a larger group than the boomers—92 million vs. 78 million. The millennials are truly trophy kids, the pride and joy of their parents who remain closely connected even as their children head off to college and enter the work force. Millennials are a complex generation, with some conflicting characteristics. Although they’re hard working and achievement oriented, most millennials don’t excel at leadership and independent problem solving. They want the freedom and flexibility of a virtual office, but they also want rules and responsibilities to be spelled out explicitly. “It’s all about me,” might seem to be the mantra of this demanding bunch of young people, yet they also tend to be very civic-minded and philanthropic. This book will let readers meet the millennials and learn how this remarkable generation promises to stir up the workplace and perhaps the world. It provides a rich portrait of the millennials, told through the eyes of millennials themselves and from the perspectives of their parents, educators, psychologists, recruiters, and corporate managers. Clearly, the millennials represent a new breed of student, worker, and global citizen, and this book explores in depth their most salient attributes, particularly as they are playing out in the workplace. It also describes how companies are changing tactics to recruit millennials in the Internet age and looks at some of this generation’s dream jobs.
Impacts Of Virtual Reality On The Psychology Of Users And Its Implementation In Brand Communication Vr As The Future Of Advertising
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Author : Kaan Saracoglu
language : en
Publisher:
Release Date : 2021-12-03
Impacts Of Virtual Reality On The Psychology Of Users And Its Implementation In Brand Communication Vr As The Future Of Advertising written by Kaan Saracoglu and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-12-03 with categories.
Master's Thesis from the year 2021 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, University of Applied Sciences Darmstadt (Fachbereich Media), language: English, abstract: This study acts as an intersection set of four different disciplines: psychology, virtual reality, communications, marketing, to develop innovative proposals for the prospective utilization of virtual reality medium in marketing communications. The thesis initially aims to detect the psychological effects of VR on three crucial phenomena concerning the qualities of a satisfactory immersive experience in VR: emotions, sense of presence, and perception, with the help of thematic analysis, by compiling various scientific studies within its scope. Further, it aspires to benefit from psychological elements detected to come up with more efficient VR experiences in favor of brand communication endeavors. Virtual Reality, both as a phenomenon and technology, has covered an immense distance, particularly over the recent two decades. In the current climate, the adventure that started with launching new-generation VR devices sparked by the Oculus brand exceeded the boundaries of being merely a gaming device. It has already become adopted by different disciplines for a variety of purposes. Moreover, since VR technology comes forth with unique features that cannot be matched with either of the technological devices existing, it is currently widely used in a range of sectors, including communications and marketing. However, some recent studies have revealed that Virtual Reality technology, thanks to its overly immersive nature, can have some psychological effects on its users. Apart from the discussions regarding the pearls and pitfalls of such effects, these impacts can also be used to create better virtual experiences in VR medium if they are analyzed well. Furthermore, in case that Virtual Reality will be used as the next communication medium, the exper