Titre : |
Conjunction of sensory & digital marketing: What is the impact of senses stimulation on consumer’s emotion through e-commerce? |
Type de document : |
Mémoire |
Auteurs : |
Manon KARPATI, Auteur |
Année de publication : |
2020 |
Importance : |
50 p. |
Note générale : |
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Langues : |
Français (fre) |
Mots-clés : |
Management MARKETING SENSORIEL ; WEBMARKETING ; CONSOMMATEUR ; CHOCOLAT ET CONFISERIE SECTEUR
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Résumé : |
Dealing with a strong competition, companies in every sector face a real challenge: offering to customers a real experience through every channel and even more through in digital area.
The importance of playing on digital channels takes all its meaning even more during the exceptional world health crises during when companies try to find solutions to keep going selling their products even with store closure. My research therefore registers in this context by trying to explain how sensory marketing could be transposed to food eshops and what the impact on customer’s emotion and intention. To support my research, I realized a questionnaire collecting consumer’s opinions and feelings face to sight and hearing stimulus.
My analyses conclude that sensorialisation of e-commerce sites is an added value if it is used wisely and in accordance with brand’s objectives and image.
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Programme : |
MSc Marketing French Excellence |
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