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How do retail digitalization and the COVID-19 crisis impact the consumer experience in the beauty sector ? The impact of retail digitalization and covid-19 crisis on consumer experience / Emma BREANT / 2022
Titre : How do retail digitalization and the COVID-19 crisis impact the consumer experience in the beauty sector ? The impact of retail digitalization and covid-19 crisis on consumer experience Type de document : Mémoire Auteurs : Emma BREANT, Auteur Année de publication : 2022 Importance : 33 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
BEAUTE ; COMMERCE ELECTRONIQUE ; COMPORTEMENT DU CONSOMMATEUR ; DISTRIBUTION ; WEBMARKETINGRésumé : The global COVID-19 pandemic, as well as global digitalization, have pushed retail to adapt, both in the luxury beauty sector and in cosmetics in general. The objective of this study is to highlight the impact of the evolution of retail due to increased digitalization and the COVID-19 crisis on the customer experience in the beauty sector. To demonstrate this, a qualitative study was conducted using 13 semi-structured interviews to discuss their motivation to buy beauty, then to focus on their brand experience outside the pandemic context, then their customer experience during the pandemic and finally to observe together their practice as consumers in an increasingly digital world. In this study, I observed and analyzed whether shopping habits and customer experiences in the beauty industry have changed as a result of the COVID-19 crisis, as well as the expansion of new technologies and the Internet. The literature primarily addressed the impact of digitalization in the transformation of the retail ecosystem and analyzed its benefits through the study of previous literature. With the COVID-19 crisis, retailers have made efforts to become more digital and thus better respond to the evolving way consumers consume. Consumers are increasingly seeking a safe, innovative experience that meets their testing requirements. Consumers are increasingly utilizing new smart technologies, which has a significant impact on their shopping experience expectations. Furthermore, current literature highlights what consumers expect from cosmetic brands before and during COVID-19, as well as in an increasingly digitalized world. According to studies, consumers wanted cosmetic brands to consider their changing behavior as a result of the crisis when imagining how to innovate service. Thanks to this analysis, common aspects emerge concerning the evolution of shopping habits and expectations towards retailers, but the points of view are sometimes different according to the generations. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564577 How do short videos on social media allow the fitness industry to positively influence the attitude of young adults towards exercising? / Johanna ABESSOLO / 2022
Titre : How do short videos on social media allow the fitness industry to positively influence the attitude of young adults towards exercising? Type de document : Mémoire Auteurs : Johanna ABESSOLO, Auteur Année de publication : 2022 Importance : 28 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
JEUNE ; MEDIA SOCIAL ; VIDEO ; WEBMARKETINGRésumé : Short-form videos on social media provide easy access to new and engaging content, which can be entertaining but also informative and motivational. Moreover, posting short videos on TikTok, Instagram or YouTube has a greater reach than traditional formats. As a result, this format of content can help the fitness industry (gym facilities, personal trainers, fitness influencers) to inspire people, especially young adults (18-30 years old) to have a healthy and sporty lifestyle. In fact, young adults in general spend more time with technology and social media than any other activity and young adulthood is perceived to be a period which can be subject to poor exercise habits. Thus, this paper focuses on how short videos on social media allow the fitness industry to positively influence the attitude of French young adults towards exercising. A quantitative study was conducted with a Qualtrics survey, on a population of 175 people, composed of 69,14% of women, 30,29% of men and 0,57% of non-binary people. This study validated some hypotheses: First, it could be observed that watching short videos related to exercising has an influence on the sports practice of young adults. People who watch a significant number of short videos related to physical activity are more likely to do exercise or change the way they do exercise. It is particularly true among women and people who do exercise at gym facilities. It could also be observed that there is a positive relationship between watching short videos related to physical activity and the motivation to do exercise. However, short videos have not been shown to have a positive impact on people's perception of their bodies. Programme : PGE-Reims Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572158 How does the use of data, during elections, by political organizations, impact the voters ? / Johan DALLEMANS / 2022
Titre : How does the use of data, during elections, by political organizations, impact the voters ? Type de document : Mémoire Auteurs : Johan DALLEMANS, Auteur Année de publication : 2022 Importance : 26 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec cotre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Entreprise
DIGITAL
Management
ELECTION ; INFORMATION ; POLITIQUE ECONOMIQUE ; WEBMARKETINGRésumé : Since the apparition of the internet, personal data have become a major concern for citizens. All data have become available and all activity on the web is mapped out. Elections are heartbreaking for democracies but are becoming more and more neglected, especially by the younger generations.
The fact that the internet has become more and more important through the years has led some companies to use the data available on it. A lot of sectors have used it, starting with the commercial sector which used it to understand consumer behavior and push for consumption.This trend has thus developed in the political sector with the emergence of companies
dedicated to understanding the voters and proposing solutions adapted for political organizations to run a campaign. The way to run a campaign and convince voters is then different than it was before the advent of the internet. Electoral strategies have changed and the expectations of voters did too.
Our objective here is to show the link between the use of data by political organizations and the impression of voters toward the evolutions of the political campaign since the appearance of electoral marketing techniques.Programme : MSc Business Analytics Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=563765 How hedonic & utilitarian values affect customer brand engagement in metaverse? / Sudarsan MANOHARAN / 2022
Titre : How hedonic & utilitarian values affect customer brand engagement in metaverse? Type de document : Mémoire Auteurs : Sudarsan MANOHARAN, Auteur Année de publication : 2022 Importance : 24 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
MARQUE ; PHILOSOPHIE ; FEMME ; HOMMERésumé : This study is intended to explain and present how customer brand engagements in metaverse can be affected by the hedonic and utilitarian values of the customer. This will be the first study do a survey on brand engagements on metaverse. To measure the customer engagements, three factors of customer engagement was taken into consideration i.e., customer complaints, customer collaborations and customer communication. A survey was conducted among 231 individuals living in 16 countries and analyzed using structured model equations. The results show us that both utilitarian and hedonic motivations will have a strong impact on the customer brand engagement in metaverse also utilitarian motives have a stronger impact than that of hedonic motives and women are more engaging than men. Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=568515 How luxury brands like Chanel and Gucci use influencers on instagram as ambassadors to reach younger targets ? / Arina SVETASHEVA / 2022
Titre : How luxury brands like Chanel and Gucci use influencers on instagram as ambassadors to reach younger targets ? Type de document : Mémoire Auteurs : Arina SVETASHEVA, Auteur Année de publication : 2022 Importance : 73 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec cotre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Entreprise
CHANEL ; GUCCI
Management
IMAGE DE MARQUE ; MARKETING STRATEGIQUERésumé : The luxury market is a frequent topic for research. However, little research has been found considering the importance of promotion with the help of ambassadors and the use of this strategy for
communication with generation Z. This thesis focused luxury brands and their social media promotion strategies aimed at attraction of young audience, as well as on the extent of influence of brand
ambassadors of Chanel and Gucci on the youth's behavior on Instagram. For this purpose, general promotion strategies in the luxury market, digital marketing and its implementation were considered,
the pros and cons of working with brand ambassadors were identified and the topic of generational differences was revealed. In accordance with the designated topic, the thesis contains the analysis of in-
depth interviews with representatives of Generation Z on the topics of luxury consumption, social networks, attitudes towards celebrities. The result of this research is a completed compass of personas
for luxury brands, the product adaptation curve designed for luxury market, formulated service models for Gucci and Chanel and detailed insights, all of this based on 12 hours of interviewsProgramme : Cesem Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=560207 How phygital strategies can transform the customer experience into a purchase in the luxury sector? / Léa NOËL / 2022
PermalinkHow should luxury cosmetic brands emphasize more on their sustainable engagements in order to gain competitive advantage? / Sofia SILVA RODRIGUES / 2022
PermalinkHow the conjunction of sensory and digital marketing influence consumer’s purchase experience in the fragrance industry? / Pauline BOSSON / 2022
PermalinkPermalinkPermalink“In the aftermath of Covid-19 crisis, how to manage resilience in the Supply Chain? The case of mega sport events” / Alexiane HARDY / 2022
PermalinkIn the launch phase, how to boost the visibility of a digital startup with limited financial resources? / Ilyas Mohamad EL HACHIMI / 2022
PermalinkIn which ways artists can leverage Digital Marketing activities to sell & advertise their artworks in the NFT new paradigm? / Anthony GALASSO / 2022
PermalinkL’industrie agroalimentaire : Comment les entreprises de l'industrie agroalimentaire adaptent leurs gammes de produits afin de répondre aux attentes des nouveaux consommateurs ? Un exemple du marché de la viande végétale en Europe. / Charlotte HARTMANN / 2022
PermalinkPermalinkInfluencers and advertising campaigns: the dynamic of the control of the companies and the impact of influencers on the brands / Juanita GUTIERREZ / 2022
PermalinkPermalinkInternationalization of Luxury Fashion Firms / Andrea RUNFOLA / SPRINGER INTERNATIONAL PUBLISHING AG (2022)
PermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkPermalinkRelationship between the pseudo-Japanese marketing strategy and brand imageperceptionof Genki Forest / Yu Xiao HAN / 2022
PermalinkShould online visual merchandising be given more importance as an emotional transmitter for Gen Z and millennials, rather than in-store visual merchandising these days? / Marie-Juliette LOUVET / 2022
PermalinkPermalinkA study ofthe effect of information consistency on consumers' purchase intention in the context of omnichannel marketing / Ting WANG / 2022
PermalinkThe association between digital hyper-personalization and the confidentiality of customer data: a future challenge for companies, but not without danger for consumers. / AKAABOUN JIBRIL / 2022
PermalinkPermalinkPermalinkThe impact of co-branding as a promotional method on brand perception in the fashion industry / Anastasiia SHUMIKHINA / 2022
PermalinkPermalinkPermalinkPermalinkThe impact of digitalization on customer experience in the parapharmaceutical sector / Agathe NARDI / 2022
PermalinkThe impact of influencer marketing on consumers’ Buying intention toward dietary supplements: a case study of myprotein / Julie REN / 2022
PermalinkThe impact of social media on brand associations for sponsors : the case of Formula one / Estelle RANCOURT / 2022
PermalinkThe increasing use of social media and influencer marketing in th luxury sector / Antoine HABAY / 2022
PermalinkThe influence of green advertising on purchase intention of green cosmetics, regarding the rise of greenwashing concern / Julia LAPRAY / 2022
PermalinkThe Oxford Handbook of Luxury Business / Pierre-Yves DONZE / Oxford : OXFORD UNIVERSITY PRESS (2022)
PermalinkPermalinkTo what extend do the performances of sports teams have an impact on the sponsor's brand with the consumer ? / Antoine ROUQUET / 2022
PermalinkTo what extent does the rise in the number of influencers and partnerships change the efficiency of influencer marketing itself? / Eva DUPONT / 2022
PermalinkUnder the pressure of COVID-19 and the rapid development of online shopping technology, how can large retail stores increase revenue by enhancing the customer experience? / Yexi SUN / 2022
PermalinkPermalinkWhat are the challenges of sensorial marketing to face the rise of e-commerce? / Amandine GABORIAU / 2022
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