Blar i Master of Science på emneord "strategic "
Viser treff 1-17 av 17
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B2C Disengagement on social media
(Master thesis, 2023)Social media has become a present part of modern life, connecting billions of people worldwide. Moreover, platforms like Facebook, Instagram, and LinkedIn have become crucial for businesses to reach and engage with consumers, ... -
Does the Perception between Premium and Non-Premium Social Media Platforms Impact Brand Image in the Digital Era?
(Master thesis, 2023)The increasing relevance of social media (SoMe) for brand success has led marketers to focus on selecting appropriate social media platforms (SMPs) for their brand. Academic research, on the other hand, has studied SMPs ... -
Exploring consumer willingness to share digital personal data for marketing purposes in a blockchain-based system where consumers control and are incentivized by micropayments for their data
(Master thesis, 2023)Most webpages today perform some sort of tracking, gathering information about internet users through “cookies”, which are used for creating personalized advertising to target consumers. As regulations are becoming stricter ... -
From Labels to Actions: Unraveling the Nexus of Eco-Labels in Driving Environmentally Purchasing Behavior
(Master thesis, 2023)This master’s thesis examines the relationship between eco-labels and consumer purchasing behavior, concentrating on the impact of perceived trust, quality, and price in eco-labeled products. Furthermore, we were intrigued ... -
Green Illusion or Green Confusion: Unveiling Consumer Perspectives of Sustainable Certified Homes
(Master thesis, 2023)In the complex realm of sustainable housing, consumers are torn between perceiving sustainability as an alluring illusion or a perplexing mystery. Despite widespread environmental concern, individuals frequently choose not ... -
How does dynamic pricing affect customer perceived fairness across product necessities?
(Master thesis, 2023) -
THE IMPACT OF WOKE WASHING
(Master thesis, 2023)This thesis investigates the phenomenon of woke washing and the impact on consumer attitudes, perception of credibility, and behavior. With an increasing expectation for brands to engage in socio-political matters, genuine ... -
An investigation on perceived firm innovativeness: how firms can gain it, and how it affects them
(Master thesis, 2023)Following the recognition of consumer perceptions as an important component of firm success, a growing interest is observed surrounding the topic of perceived firm innovativeness (PFI). Although existing literature ... -
Overcoming the No-reputation Liability: A Qualitative Study on Startup Credibility and its Influence on B2B Purchase Decisions
(Master thesis, 2023)The objective of this thesis is to understand how credibility associated with being a startup affects B2B purchase decisions. In a rapidly changing globalised world, social and economic entrepreneurship are becoming ... -
The Power of Contrast: Exploring the Allure of Black-and-White Advertising in Shaping Brand Luxury Perception
(Master thesis, 2023)This study explores the effectiveness of black-and-white imagery in luxury brand communications, specifically in influencing consumers’ perception of luxury in an era of increased accessibility to luxury brands. We ... -
Trash Tall!: Unraveling Emotional Responses and Behavioral Rationalizations in the wake of Contradicting Evidence
(Master thesis, 2023)This study serves as a contribution to the green marketing paradigm, specifically under research about promotion of sustainable behaviors such as recycling of household waste. For the past decades, recycling has ... -
Underestimated ABG in Sustainable Fashion: Recalling Brand Names Alters the Predictiue Power of Attitude on Purchase
(Master thesis, 2023)Whether attitude is a good predictor of purchase has been widely discussed in sustainable literature. With an aim to examine if the predictive power of attitude to behaviour is exaggerated in current sustainable fashion ... -
Understanding Underlying Gratifications Behind TikTok Use: A Strategic Marketing Perspective
(Master thesis, 2023)With TikTok taking more place in firms’ marketing efforts, many businesses launch their debut on the platform. Regardless of knowledge and experience, firms post content and buy ads hopeful to reach their initial goals. ... -
When feminine product presentation t>acllfires: Utilitarian us Hedonic products on Purchase Intention and Attitude toward product, and the mediating effect of Source Credit
(Master thesis, 2023)In this research, we propose that a product with feminine product presentation can backfire, leading to reduced purchase intention and attitude. The research topic was inspired from an increased trend we have observed over ... -
Who is posting the brand-related content (BRC) on Instagram and do they earn profit? Consumers’ response to BRC post on Instagram
(Master thesis, 2023)Growing use of social media and predicted increases in the social media marketing trend necessitates an understanding of how different social media elements work. This study focuses on finding how the brand-related content ... -
With great power comes great responsibility": A meta-narratiue reuiew of ethical considerations and implications in the crossroads of Al and Marketing
(Master thesis, 2023)This meta-narrative review examines the ethical implications of using artificial intelligence (AI) in marketing and explores how companies can mitigate the associated risks. To address these concerns, a comprehensive ... -
"With great power comes great responsibility": A meta-narrative review of ethical considerations and implications in the crossroads of Al and Marketing
(Master thesis, 2023)This meta-narrative review examines the ethical implications of using artificial intelligence (AI) in marketing and explores how companies can mitigate the associated risks. To address these concerns, a comprehensive ...