Titre : |
What are the semiotics mechanisms used by champagne brands to incite consumer desire on instagram? : A study of champagne communication in consideration of the law |
Type de document : |
Mémoire |
Auteurs : |
Julie CERVANTES, Auteur |
Année de publication : |
2021 |
Importance : |
32 p. |
Note générale : |
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Langues : |
Anglais (eng) |
Mots-clés : |
Management CONSOMMATEUR ; INTRANET ; METHODE ; RESEAU SOCIAL ; VIN SECTEUR
|
Résumé : |
This paper contributes and complements the few existing research about the link between the use of semiotics for champagne brands and consumer desire. Going more in depth, it offers an overall vision of champagne semiotics, its perception and impact on consumer behaviour and on which type of consumers and desires. It focuses exclusively on Instagram for the platform emphasizes more on semiotics and on three specific brands of champagne to offer a simpler and synthesized approach. A complementary consideration is made for the loi Evin and its constraints on the use of semiotics. Thus, the research question is: what are the semiotics mechanisms used by champagne brands to incite consumer desire on Instagram? through an qualitative data analysis of both interviews and Instagram posts and comments, this paper shows the close relationship between semiotics and different types of consumer desires but also the link between semiotics and segmentation and identifies the main types of semiotics mechanisms used by the champagne brands nowadays. |
Programme : |
MSc Digital Expertise for Marketing |
Permalink : |
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