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Factors affecting people’s behaviour towards environmental campaigns using social media in India / Nikhil SHARMA / 2019
Titre : Factors affecting people’s behaviour towards environmental campaigns using social media in India Type de document : Mémoire Auteurs : Nikhil SHARMA, Auteur Année de publication : 2019 Importance : 47 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 : Anglais (eng) Mots-clés : Management
INDE ; CAMPAGNE PUBLICITAIRE ; PROTECTION DE L'ENVIRONNEMENT ; COMPORTEMENT DU CONSOMMATEUR ; MEDIARésumé : The study on “Factors affecting people’s behaviour towards environmental campaigns using social media in India” was done by conducting an online survey through a questionnaire consisting adequate questions and analysing responses in the Western part of India. The main motive of the study is,
• To know the factors responsible for changing behaviour in consumers towards environmental campaigns through the social media platform.
• To know the key marketing strategies focused on environmental campaigns in India.
A survey-based empirical study consisted responses given by 63 respondents are studied and suggestions were made in order to understand the behaviour of Indian people towards environment. The consumer habits on social media platforms were studied in association with environmental campaigns to understand the major reasons and triggers for their change in behaviour. The results of the study show that consumers on social media had positive association if they are more aware of the campaigns. Consumer behaviour was mainly affected by the family and friend’s association with the campaigns and recall about the past campaigns. Finally, the research concludes by giving recommendations on factors responsible for this behaviour and how to engage with different types of audiences by social media marketing and also by having more presence of environmental campaigns on various social media platforms.Note de contenu : MSc In Marketing French Excellence: Bibliogr: P.45-47 Programme : MSc Supply Chain Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=503044 How can luxury fashion brands build authenticity via Instagram? / Quentin BRUMARD / 2019
Titre : How can luxury fashion brands build authenticity via Instagram? : The case of Simon Porte Jacquemus Type de document : Mémoire Auteurs : Quentin BRUMARD, Auteur Année de publication : 2019 Importance : 48 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 : Anglais (eng) Mots-clés : Management
INDUSTRIE DU LUXE SECTEUR ; MARQUE ; MEDIA ; SITE INTERNET ; STRATEGIERésumé : In the overall trend of social media used by brands as part of their communication strategy, Instagram has differentiated itself by the quality of the messages shared on the platform and became the first social media of the luxury fashion brands. In the meanwhile, insights of users state that there is a lack of authenticity on social media and especially on Instagram. Indeed, brands and influencers are reproached to stage their life too much and convey an image of themselves which is too dreamy and artificial. In parallel, authenticity is at the core of luxury fashion brands and one of the values they want to communicate the most. To that regard, we are facing a kind of dilemma which consists in the paradox that luxury fashion brands want to communicate authenticity, using their favourite social media Instagram which is reproached to be inauthentic. On the other hand, we have the Jacquemus luxury fashion brand, well embodied by his creator Simon Porte Jacquemus who is creating a thundering effect on the fashion sphere. Beside the very nice critics he received after each of his clothes collections, Simon Porte Jacquemus is highlighted and renowned for his Instagram page. Indeed, Simon uses his Instagram account either to promote his brand or to publish personal posts about his life. He is an exception in the fashion industry to use this social media this way and people talk a lot about this. Few papers have been written on it and many fashion critics or more random people state that the Jacquemus brand is authentic and that this authenticity is conveyed through his Instagram page. Note de contenu : PGE: Bibliogr.P. 26-27 Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497667 HOW DO CHEFS INFLUENCE THEIR AUDIENCE'S FOOD PREFERENCES BY SHARING THEIR SUSTAINABLE CHOICES ON MEDIA? / Flore DEGHAYE / 2019
Titre : HOW DO CHEFS INFLUENCE THEIR AUDIENCE'S FOOD PREFERENCES BY SHARING THEIR SUSTAINABLE CHOICES ON MEDIA? Type de document : Mémoire Auteurs : Flore DEGHAYE, Auteur Année de publication : 2019 Importance : 32 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 : Anglais (eng) Mots-clés : Management
STRATEGIE ; IMAGE DE MARQUE ; RESTAURATION SECTEUR ; COMMUNICATION PAR L'IMAGERésumé : As sustainable development and gastronomy tend to become two subjects of interest among the population, the aim of this work was to study whether Chefs can have an influence on their audience's food preferences when they adopt and share sustainable choices. To analyze this subject, a case study was led, focusing on Laurent Petit, a hyper-local Chef who implemented a sustainable approach in his restaurant in 2015. Communication content of the Chef was studied to define the image that Laurent Petit tries to implement. Then the reactions of the audience (professionals of the gastronomy sector, online community, and interviewed people) was analyzed. Main findings were that knowledge of the gastronomy sector more important role in the comprehension of the sustainable ideas developed by Chefs than the knowledge or involvement of people in sustainable development. But also that the opinion that people have about the gastronomy sector has a halo effect on the opinion about the Chef and his sustainable actions. Finally, that mere people are the best spokespersons for the sustainability movement that can be celebrities because fame can act as a barrier, and coherence of the actions set up is very important into communication. Note de contenu : PGE: Bibliogr.P. 29-32 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497671 HOW DO LUXURY BRANDS SHOULD ENGAGE WITH MILLENNIALS ON SOCIAL MEDIA VIA THE BRAND CONTENT? / Jasmine CHORTANI / 2019
Titre : HOW DO LUXURY BRANDS SHOULD ENGAGE WITH MILLENNIALS ON SOCIAL MEDIA VIA THE BRAND CONTENT? : The millennials and their relationship with luxury brands on social media through brand content Type de document : Mémoire Auteurs : Jasmine CHORTANI, Auteur Année de publication : 2019 Importance : 27 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 : Anglais (eng) Mots-clés : Management
INDUSTRIE DU LUXE SECTEUR ; JEUNE ; SITE INTERNET ; WEBMARKETING ; MEDIA ; MARQUERésumé : The luxury market is now evolving: by 2025, millennials will account for 45% of luxury buyers (Digimind, 2018) This ultra-connected generation has very specific expectations and habits that companies need to consider in order to attract this new demanding clientele. They must partly rethink their strategies and therefore the relationships with their targets on social media. To get a coherent strategy related to their brand identity on social media, I highlighted the necessity for brands to build an adapted online brand content strategy.Therefore, my thesis question is: how do luxury brands should engage with millennials on social media via the brand content? First of all, I carried out a literature review in order to understand the key concepts and challenges in luxury, especially related to the use of social networks in this industry. I have also studied the millennial’s expectations and their relationship with luxury brands. To complete the learnings of the literature review, a quantitative study has been made which has identified and measured trends among a target group of 278 French millennials under 35-year-old, who are social media users and have an interest in luxury. I studied in detail their use of social networks, their motivations to follow luxury brands, their preferences in terms of luxury as well as brand content on the message as on the form and I was able to highlight gender and age category disparities. By understanding their expectations and knowing their habits, I drew up recommendations on the brand content strategy that luxury brands should develop on social media to increase brand consideration and preference on millennials audience. Note de contenu : PGE: Bibliogr.P. 25-27 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=497670 How to Get Published in the Best Marketing Journals / Cheltenham : EDWARD ELGAR PUBLISHING LTD (2019)
Titre : How to Get Published in the Best Marketing Journals Type de document : e-book Editeur : Cheltenham : EDWARD ELGAR PUBLISHING LTD Année de publication : 2019 Importance : 250 p. ISBN/ISSN/EAN : 978-1-78811-370-0 Langues : Anglais (eng) Mots-clés : Management
CARRIERE ; COMMUNICATION ECRITE ; PRESSE SPECIALISEERésumé : This essential guide, edited by experienced journal editors, is the definitive sourcebook for prospective authors who are seeking direction and advice about developing academic papers in marketing that will have a high probability of publication in the best journals in the discipline. It brings together a wealth of contributors, all of whom are experienced researchers and have been published in the leading marketing journals. 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=557105 PermalinkInteractions sociales dans le cadre international des relations clients BtoB / Marina FAURISSON / 2019PermalinkIntercultural business negotiations / Alexandra GIRDEA / 2019PermalinkPermalinkPermalinkOngoing crisis communication / Timothy COOMBS / SAGE PUBLICATIONS (2019)PermalinkStrategic brand management / Kevin Lane KELLER / ETATS-UNIS : PRENTICE HALL (2019)PermalinkPermalinkWhat are the motivational factors that encourages young consumers into purchasing luxury goods? / Angélica BAEK / 2019PermalinkYearbook Shortlist / Boulogne-Billancourt : CB news (2019)Permalink
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