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How are internal and external triggers linked with FOMO induced e-purchasing?: Link between FOMO tendencies and marketing strategies based on FOMO for millenials / Coralie ARGENTO / 2020
Titre : How are internal and external triggers linked with FOMO induced e-purchasing?: Link between FOMO tendencies and marketing strategies based on FOMO for millenials Type de document : Mémoire Auteurs : Coralie ARGENTO, Auteur Année de publication : 2020 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 page. Langues : Anglais (eng) Mots-clés : Management
WEBMARKETING ; MARKETING EXPERIENTIEL ; COMMERCE ELECTRONIQUE ; COMPORTEMENT DU CONSOMMATEURRésumé : The Fear of Missing Out (FOMO) is popular concept, which refers to the fear of missing an event or a good discount on a product. While this concept has been defined by researchers in the past years, the link between internal tendencies towards FOMO and the response mechanisms to marketing strategies using FOMO has not been demonstrated.
This paper will focus on the question: How are internal and external triggers linked with FOMO induced e-purchasing?
A quantitative questionnaire conducted online will be analysed in order to get insights from the consumers.
In doing so, this paper demonstrates that the external introduction of FOMO does not necessarily increase the purchase intention in general but the more people have FOMO tendencies, the more likely they are to make a purchase when FOMO is also externally introduced.Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529843 How can the Internet of Things technology enhance in-store customer experience / Yassine OZDEMIR / 2020
Titre : How can the Internet of Things technology enhance in-store customer experience Type de document : Mémoire Auteurs : Yassine OZDEMIR, Auteur Année de publication : 2020 Importance : 26 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
MARKETING EXPERIENTIEL ; POINT DE VENTE ; TECHNOLOGIE ; INTERNET DES OBJETS ; SERVICE CLIENTRésumé : As the development of e-commerce is growing extremely rapidly, the need of offering a special and different in-store customer experience becomes crucial for retailers who fight to get competitive advantages. One technology can respond to this issue: the Internet of Things. Linking the real world through physical objects with the digital world thanks to the Internet is a concept that has been made possible thanks to this technology. Indeed, physical objects with specific RFID tags and sensing technologies are now being able to respond to different issues in physical stores such as long queues or stock shortage. This paper aims to show how can the Internet of Things technology enhance in-store customer experience, and thus become a real competitive advantage for retailers. The literature review presented will help us understand the IoT technology itself, the concept of in-store customer experience and the main innovations of the Internet of Things enhancing customer experience in retail stores. The paper will then help us to fulfill the two main objectives: finding out how interested are retailers and customers in the implementation of the IoT in their stores and harvesting innovative ideas of new IoT in-store usage, and finally determining if an IoT composed store can increase the average basket and the purchasing frequency. For this research paper, we have chosen a qualitative methodology through four focus groups and in-store observations. In addition, we have also created a small questionnaire to find out if the IoT could help increase the shopping frequency of customers. As this research has not been carried out, we have given hypothesis on the most likely results showing that the IoT in a store is indeed highly interesting both customers and retailers, but also represents an efficient tool to increase the average baskets of customers and the purchasing frequency. Programme : PGE-Reims Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529113 How did e-commerce become in a decade a major performance challenge for the luxury brands? / Margaux GRISLAIN / 2020
Titre : How did e-commerce become in a decade a major performance challenge for the luxury brands? Type de document : Mémoire Auteurs : Margaux GRISLAIN, Auteur Année de publication : 2020 Importance : 22 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
COMMERCE ELECTRONIQUE ; MARQUE ; PRODUIT DE LUXERésumé : Would you buy a luxury car online? Would you buy a luxury car without trying it out?
Personally, and like many Western consumers, I am convinced that luxury is not actually "luxury" when bought online. I associate the pleasure of buying to the product itself but also to the experience of physically entering the brand's universe, to see the desired product and to be able to try it out. This is confirmed by a Belgian study by Angy Geerts and Nathalie Veg-Sala, in which almost all respondents were reluctant to buy luxury products online. Yet somewhere in the world in 2016, in just 18 seconds 100 Maserati cars were sold for $100,000 each on the Alibaba websiteProgramme : PGE-Rouen Spécialisation : Wine and Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529834 How do technological innovations impact the marketing strategies of cultural institutions and the visitor experience / Tiffany THUET / 2020
Titre : How do technological innovations impact the marketing strategies of cultural institutions and the visitor experience : Marketing & Cultural organizations Type de document : Mémoire Auteurs : Tiffany THUET, Auteur Année de publication : 2020 Importance : 25 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
INNOVATION TECHNOLOGIQUE ; MARKETING EXPERIENTIEL ; MARKETING STRATEGIQUERésumé : This Seminar Paper aims to understand how the cultural sector has been impacted in recent years by technological innovations. Indeed, cultural places today face several challenges to which they must respond. These challenges are reaching a wider public, develop the visitor experience, encouraging sharing and accessibility, building public loyalty and building a bond, improving the management of institutions and opening up to other art forms. In the first part, the review of the literature will lead to the formulation of three hypotheses: cultural institutions are facing new challenges that push them to adopt new marketing strategies and meet visitors' expectations (Hypothesis 1); in a competitive context, cultural institutions must find new methods to attract and retain audiences (Hypothesis 2); faced with the extent of digitalization, cultural institutions must include technological innovations in their marketing strategies (Hypothesis 3). In order to better understand these challenges facing cultural institutions today, several interviews were conducted with professionals. These interviews allowed the hypotheses formulated previously to be verified. The results allow us to highlight the change that cultural institutions are making to integrate digital into their marketing strategies, but also make us realize the difficulties that this entails. At the same time, a quantitative study was carried out in order to better understand the expectations of visitors and their perceptions of their visitor experiences. These two studies will enable us to draw up managerial recommendations for professionals in cultural institutions. Programme : PGE-Reims Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529110 How does the sense of belonging to an online community influence the purchasing intention of counterfeit product? / Margaux STEFANSKI / 2020
Titre : How does the sense of belonging to an online community influence the purchasing intention of counterfeit product? Type de document : Mémoire Auteurs : Margaux STEFANSKI, Auteur Année de publication : 2020 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
CONTREFACON ; PRODUIT DE LUXE ; RESEAU SOCIAL ; COMPORTEMENT DU CONSOMMATEURRésumé : Purpose/Research question: The rise of online community has mainly contributed to the growing phenomenon of counterfeiting purchase online. There communities have different format: forum, social networks, website only dedicated for counterfeiting purchase. These mediums are a way for consumer to find information and exchange their experience through word of mouth. The purpose of this study is to investigate how does the sense of belonging to these online community influence the purchase intention of counterfeit product.
Methodology: This study is based on qualitative method through in-depth interviews of 10 respondents. The interviews were conducted with eight women and two men who had already bought luxury counterfeit or at least luxury item.
Findings: The study highlighted that when an individual belong to an online community dedicated to counterfeit product, it tends to positively influence its purchasing intention of knockoff. Some respondents in the study who were quite opposed to counterfeiting at the beginning ended up by buying because of WOM in the community. However, this group effect influence seems to work for a short period since most of the respondent were not ready to buy again counterfeit.Programme : PGE-Reims Spécialisation : Wine and Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529798 How Luxury Fashion Brands Can Integrate Sustainability Across Their Textile Supply Chains and How Developing Countries like Morocco Offer Great Potential For Innovation / Ghalia BERRADA / 2020
PermalinkHow Public Power can encourage children to eat healthier through TV advertising / Ornella-Luna DEGOUY / 2020
PermalinkHow to adapt marketing strategy in slow consumption trend in the beauty sector in large retail / Agathe BUSSET / 2020
PermalinkHow willingness to purchase can be trigger by product origin ? A collective psychological ownership approach / Theo JARRIGE / 2020
PermalinkPermalinkLes influenceurs web sur les réseaux sociaux, ont-ils un impact sur l'intention d'achat des consommateurs français / Quentin MASSON / 2020
PermalinkPermalinkPermalinkLe luxe à l’ère numérique : Comment l’émergence de la génération du millenium a changé les stratégies et les pratiques des marques de mode de luxe / Ross DOOLAN / 2020
PermalinkLuxury goods and the emergence of a new contemporary art movement: a social and business study through the cases of Christie’s and Sotheby’s / Juliette THEVIGNOT / 2020
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