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The increasing use of social media and influencer marketing in th luxury sector / Antoine HABAY / 2022
Titre : The increasing use of social media and influencer marketing in th luxury sector Type de document : Mémoire Auteurs : Antoine HABAY, Auteur Année de publication : 2022 Importance : 43 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management
INDUSTRIE DU LUXE SECTEUR ; INFLUENCEUR ; MARKETING DIRECT ; WEBMARKETINGRésumé : Nowadays, society and consumer behavior are changing with the digitalization, especially in the luxury industry where brands must react with digital solutions to adapt to needs and wants of online customers. Digital channels is playing a major role in marketing strategies of luxury brands, especially social media and influencer marketing, to generate customer engagement among new luxury customers. The aim of this study is to have a more accurate vision to understand the reasons for using social media and influencer marketing in the luxury industry from the luxury customers’ point of view justifying the need to use these digital channels as well as identifying effects on customer engagement. The particularity of this study was to interview a specific sample to get concrete results. Indeed, the respondents have all experienced luxury to a certain extent and purchased at least one luxury items and they also use social media in their daily life and interacted at least once with influencer marketing in the luxury area. The twelve in-depth interviews allow to highlight the usage and perception of social media and influencer marketing in purchasing habits as well as the perceived engagement of luxury customers through these digital channels. The results demonstrated the complementary of social media and influencer marketing although luxury customers are more engaged through influencer marketing than luxury brands social media profiles whose effects on customer engagement are behavioral and emotional. The study also put in light that Covid-19 have not increased dramatically the customer engagement on these digital channels. Programme : Global BBA Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=562219 The relative place of museums and big private foundations (Pinault, Vuitton, Cartier…) on contemporary art in Paris: / Clotilde COUTURIER / 2022
Titre : The relative place of museums and big private foundations (Pinault, Vuitton, Cartier…) on contemporary art in Paris: Type de document : Mémoire Auteurs : Clotilde COUTURIER, Auteur Année de publication : 2022 Importance : 39p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via
le bouton CONNEXION en haut de page.Langues : Anglais (eng) Mots-clés : Management
ART ; MARKETING DIRECTRésumé : What is contemporary art? The definition of the word contemporary on its own is quite simple: it means “belonging to the present time,” according to the Oxford Learner’s Dictionaries. Once added to art, it tends to complicate things because of the difficulty to draw a consensus on when it officially started. Some say it includes every work of art made after 1945, whereas others claim that it saw the light of day with the emergence of pop art in the 60es (Artsper). Another major issue to define it is the multiple art movements it covers: conceptual art, street art… However, everyone seems to agree on the nature of works themselves: contemporary artists have a true wish to break with the norms of the past and to explore every possibility at their disposal, the main one being the mediums they can use to create. Programme : MSc Cultural & Creative Industries Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=571601 What makes brand storytelling effective in luxury retail? Storytelling, sales advisors and luxury consummers in retail. / Carla-Marie DACH / 2022
Titre : What makes brand storytelling effective in luxury retail? Storytelling, sales advisors and luxury consummers in retail. Type de document : Mémoire Auteurs : Carla-Marie DACH, Auteur Année de publication : 2022 Importance : 30 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management
HISTOIRE ; IMAGE DE MARQUE ; INDUSTRIE DU LUXE SECTEUR ; MARKETING DIRECT ; MARQUERésumé : The marketing strategies of luxury brands are constantly evolving to meet new consumer needs. Is storytelling evolving fast enough to cope with the emergence of the search for experience? Storytelling is a tool that is of great interest to companies and particularly to marketing, sales, and communication experts because of its ability to convey a brand image and, above all, to attract customers. Storytelling is considered a powerful tool to build and maintain a strong brand image through its heritage. Through this dissertation and qualitative study of ten interviewees, all interviewed with a sequence of questions categorized into themes: their consumer profile in relation to storytelling, then their influenceability to see if storytelling has an influence on consumers, and finally their potential desires in terms of dynamic and active experiences other than storytelling. Building on previous academic research, the aim of this thesis is to understand why this tool can be so effective and what its mechanisms of influence are, thus giving the factors of effectiveness of storytelling on consumers, but also to highlight and understand its own limits of effectiveness. Several notions are addressed in this thesis such as identification, emotions, customer relationship, customer loyalty, brand commitment, customer experience. There is a lot of previous research on this topic, but it does not take into account the limitations of passive storytelling, i.e. in-store storytelling told by salespeople. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564578 A l’ère du digital, sur un marché où la concurrence est rude et abondante, quelles sont les stratégies marketing digitales utilisées par les Pure Players et comment parviennent-ils à fidéliser leur clientèle ? / Anaëlle PILARD / 2021
Titre : A l’ère du digital, sur un marché où la concurrence est rude et abondante, quelles sont les stratégies marketing digitales utilisées par les Pure Players et comment parviennent-ils à fidéliser leur clientèle ? Type de document : Mémoire Auteurs : Anaëlle PILARD, Auteur Année de publication : 2021 Importance : 92 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Mots-clés : Management
CONSOMMATEUR ; MARKETING DIRECT ; ECONOMIE NUMERIQUE
Entreprise
DIGITALRésumé : L’avènement du numérique, l’explosion des réseaux sociaux et le développement d’internet ont entrainé de nombreux changements dans les comportements des consommateurs et ont redéfini la société telle que nous la connaissons aujourd’hui. Depuis le début des années 2000, avec l’arrivée du digital, les entreprises se sont transformées et ont pris la forme d’entités numériques. Cet aspect leur a permis de se montrer plus agiles, plus innovantes et plus réactives. Dans une société sur-connectée, où les consommateurs sont nombreux et se montrent de plus en plus exigeants, les entreprises digitales doivent faire preuve de polyvalence dans la mise en place de stratégies. A l’heure où le pouvoir du consommateur augmente de façon exponentielle, et où tout n’est plus qu’affaire de clic, les Pure Players ont adapté leurs stratégies de marketing de façon à s’adapter aux besoins de leurs clients en temps réel. Du marketing de masse au marketing one-to-one, les consommateurs sont devenus acteurs, au même titre que les entreprises digitales dans la création d’un contenu personnalisé.
Dans ce nouveau contexte digital, quelles sont les stratégies marketing des Pure Players ? Comment cela impacte-t-il leur relation avec le consommateur ?Programme : Cesem Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=536319 Generation Z Marketing and Management in Tourism and Hospitality / Nikolaos STYLOS / SPRINGER INTERNATIONAL PUBLISHING AG (2021)
Titre : Generation Z Marketing and Management in Tourism and Hospitality Type de document : e-book Auteurs : Nikolaos STYLOS, Auteur Editeur : SPRINGER INTERNATIONAL PUBLISHING AG Année de publication : 2021 Importance : 350 p. ISBN/ISSN/EAN : 978-3-030-70695-1 Langues : Anglais (eng) Mots-clés : Management
MANAGEMENT ; MARKETING DIRECT ; TOURISMERésumé : Generation Z (Gen Z) is the demographic cohort also known as Post-Millennials, the iGeneration or the Homeland Generation. Referring to individuals born roughly between the mid-1990s and the early 2000s, they are our youngest consumers, students, colleagues, and voters. Understanding them is a key aspect. In the context of the hospitality and tourism, Gen Z-ers represent the future in human resources, and service production and consumption. This book focuses on the aspirations, expectations, preferences and behaviours related to individuals within this demographic. It critically discusses their dynamism in driving the tourism sector and offers insights into the roles that Gen Z will inhabit as visitors, guests, consumers, employees, and entrepreneurs. This book is a valuable resource for managers, scholars and students interested in acquiring concrete knowledge on how Gen Z will shape the marketing and management of tourism-related services. Nombre d'accès : 1 En ligne : http://library.ez.neoma-bs.fr/login?url=https://ebookcentral.proquest.com/lib/ne [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=544209 Relationship marketing and digitalization. How relationship marketing can adapt to the digital age? / Céline RENNARD / 2021PermalinkPermalinkDoes stating that a product is made from specific terroir enhance existancial authenticity ? / Celia PUCCI / 2020PermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkCustomer Relationship Management / V. KUMAR / SPRINGER-VERLAG BERLIN AND HEIDELBERG GMBH & CO (2018)Permalink
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