Search for dissertations about: "social media marketing"
Showing result 21 - 25 of 42 swedish dissertations containing the words social media marketing.
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21. Human-centric evaluation of innovation
Abstract : In this Licentiate Thesis, human-centric evaluation of innovations are investigated with focus on examining and gaining understanding of important issues that needs to be considered in the evaluation process. The intention of my research is to contribute to IT-design processes so that future products and services, that are in various stages of development, become more responsive to users' actual needs and wants. READ MORE
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22. Green Media : Exploring Green Media Selection and its Impact on Communication Effectiveness
Abstract : Does the choice of a medium, by which a company’s advertising message is carried, communicate something about that company’s commitment to act responsibly towards the green environment? Does the choice of a medium that consumers perceive as more harmful for the green environment impact ad and brand evaluations more negatively than a medium that they perceive as less harmful? If so, to what extent do companies have knowledge of such change in consumer media behavior and thereby take into account the green environmental aspect with media selection? Driven by such questions, and by way of an experiment, secondary data analysis, interviews and surveys this thesis explores green media selection and its impact on communication effectiveness from the consumer’s and marketing manager’s perspective. Building on theories of advertising planning and media selection the thesis contributes with four empirical studies to increase the understanding of green advertising media and how consumers’ eco-harmful media perceptions impact communication effectiveness. READ MORE
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23. Contagious Communications : The role of emotion in viral marketing
Abstract : The “connection generation” craves interaction with and connection to vast social networks through the sharing of information, photos, opinions, entertainment and news. This sharing comes in the form of electronic word-of-mouth or eWOM, and provides marketing and communication managers with an unparalleled opportunity to reach a large number of consumers quickly. READ MORE
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24. Modern Media, Modern Audiences : Mass Media and Social Engineering in the 1930s Swedish Welfare State
Abstract : The dissertation straddles the interface of mass media, social engineering and advertising in 1930s Stockholm. Its twofold objective is firstly to outline their cultural output, targeting predominantly feminine audiences. READ MORE
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25. The Internet and international marketing in small firms
Abstract : With the globalization of markets, small firms have become increasingly visible and new opportunities have opened up for them in the international arena. According to several researchers, the Internet can provide a low- cost "gateway" to international markets. READ MORE
