Mots-clés
Documents disponibles dans cette catégorie (3079)
![](./images/expand_all.gif)
![](./images/collapse_all.gif)
![Tris disponibles](./images/orderby_az.gif)
Etendre la recherche sur niveau(x) vers le bas
How are digitalization and mobile apps reinventing the in-store customer experience? / Lise RAMADIER / 2022
Titre : How are digitalization and mobile apps reinventing the in-store customer experience? Type de document : Mémoire Auteurs : Lise RAMADIER, Auteur Année de publication : 2022 Importance : 28 p. Note générale : Pour accéder aux fichier PDF, merci de vous identifier sur le catalogue de votre compte Office 365 via le bouton CONNEXION en haut de page Langues : Anglais (eng) Mots-clés : Management
APPLICATION MOBILE ; MARKETING EXPERIENTIEL ; TECHNOLOGIEProgramme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=567378 How are digitalization and the rise of ecological awareness changing consumer buying behavior for books ? / Camille RAMOS / 2022
Titre : How are digitalization and the rise of ecological awareness changing consumer buying behavior for books ? Type de document : Mémoire Auteurs : Camille RAMOS, Auteur Année de publication : 2022 Importance : 46 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
ECOLOGIE ; WEBMARKETING ; INDUSTRIE ; COMPORTEMENT DU CONSOMMATEURRésumé : This research examines the impact of digitalization and the rise of ecological awareness on consumer behavior for books. Although digitalization and, therefore, dematerialization of books and modifications of customer experience, as been acknowledge as the future of the Publishing industry and a more viable solution for the environment, many implications of digitalization and ecological awareness on consumer buying behavior for books remain unclear. Drawing on past literature, the author undertakes a study analysis that resulted in proving several facts : product attachment for books alleviate e-book readers’ adoption (1), when product attachment is linked to ecological sensitivity, the adoption of e-book readers is not the first alternative chosen by consumers to reduce their ecological impact (2), the more people feel over digitalized, the more they are likely buy offline (3), and finally, the more a consumer uses social media to watch contents published by influencers, the more they tend to buy books (4). These findings have direct managerial implications and allow the author to give several insights for offline booksellers and publishing companies to be able to adapt more easily to the changes taking place in the Publishing industry. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572738 How can Green IT (Sustainable Technology) help overcome the growing customer trust crisis related to the emergence of the ecological situation? / Najoua LYAKOBY / 2022
Titre : How can Green IT (Sustainable Technology) help overcome the growing customer trust crisis related to the emergence of the ecological situation? Type de document : Mémoire Auteurs : Najoua LYAKOBY, Auteur Année de publication : 2022 Importance : 34 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
INTELLIGENCE ARTIFICIELLE ; CLIENT ; ECOLOGIE ; IMAGE DE MARQUERésumé : A green image has been frequently associated to greenwashing these past years, which
impacted customers’ trust and their ability to trust again regarding this alarming topic of
environmental crisis. Awareness has risen and companies’ strategies to generate more income as well,
leaving real actions behind and compromising their customers’ trust. This research study was carried
out to prove the existing yet not clear correlation between Green IT and customer trust through a
genuinely greener image for companies. Such relation has not been given enough importance in the
recent years especially from companies, as they still haven’t been leveraging Green IT properly for the
purpose of increasing their environmental engagement. The study also aims to fill the gap in literature
when it comes to relating the two terms and confirm the prediction of a more competitive position in
the market when integrating green IT in the business model and the strategy of a company. Through
this study we want to shed light on how Green IT is the ultimate key to reach sustainability goals by
empowering not only individuals but the planet, ensuring a better world.Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572760 How can luxury brands attract and engage with Generation Z through Social Medias? / Tiphaine DAUDET / 2022
Titre : How can luxury brands attract and engage with Generation Z through Social Medias? Type de document : Mémoire Auteurs : Tiphaine DAUDET, 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
INDUSTRIE DU LUXE SECTEUR ; INTERNET ; SITE INTERNET ; WEBMARKETINGRésumé : This paper treats of the shift that needs to be taken by the luxury industry following the digitalization of platforms and the upcoming change of customers with the arrival of Generation Z on the luxury consumer market. This novelty creates challenges, balance between tradition and modernization must be taken into consideration in order to gain market shares thanks to a new segment without losing the old ones. The questions of channels, messages, spokesperson and frequency will be discussed. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572744 How can luxury brands engage in e-commerce while preserving their product scarcity and the premium customer experience? / Sofia FATES / 2022
Titre : How can luxury brands engage in e-commerce while preserving their product scarcity and the premium customer experience? Type de document : Mémoire Auteurs : Sofia FATES, 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
MARQUE ; INDUSTRIE DU LUXE SECTEUR ; IMAGE DE MARQUE ; INTERNETRésumé : E-commerce has been booming for a few years now, made up of giants which have made ecommerce their core business: the pure players or the click-and-mortar. Although most brands have taken to it, there are still exceptions, especially in the luxury sector, where an large number of luxury brands are still reluctant to integrate e-commerce in their distribution strategy. Indeed, starting to sell articles on websites where everyone can have access to their product could jeopardize the notion of exclusivity, so precious for them. The purpose of this paper is to understand what aspects are the most important and essential to luxury shoppers during their buying process and how important the notion of scarcity and exclusivity is to them. This will give us guidance to advise brands on how to manage these notions if they intend to engage in e-commerce. To answer this, a qualitative study was conducted: 7 female and 3 male respondents, aged 25 to 55 who already bought or might buy a luxury item in future have been interviewed. It has been shown that online luxury shoppers are very attached to the notion of exclusivity and need to feel privileged even during a behind the screen experience. Although most respondents found the in-store experience to be far inferior to the online experience in terms of service, prestige and recognition, it was demonstrated that a luxury brand today should engage in e-commerce for business, and modernization reasons and to remain closer to their customers, but by respecting specific luxury codes to remain exclusive. All in all, this paper aims to give guidance on how luxury brand can take advantage of ecommerce, by keeping the historical and key attributes of a luxury brand, namely their product scarcity and their customer experience. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572747 How can Marketing and the notion of identity improve the way we consume for the benefit of our well-being? / Kennie TOUSSAINTE / 2022
PermalinkHow can the market for responsible and sustainable clothes be made accessible to the most modest? / Sophie KUBWIMANA / 2022
PermalinkHow digital influencers leverage the Gen-Z’s purchasing intention in the beauty and fashion industries? / Ahoué Françoise DJIE / 2022
PermalinkHow do consumers perceive the art-luxury relationship and the societal commitments of luxury houses through artistic foundations? / Perrine GARDIEN / 2022
PermalinkHow do consumers respond to Champagne brand’s adaption of the organic-conversion strategy? / Justine TATANGELO / 2022
PermalinkHow 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
PermalinkHow do short videos on social media allow the fitness industry to positively influence the attitude of young adults towards exercising? / Johanna ABESSOLO / 2022
PermalinkHow does the use of data, during elections, by political organizations, impact the voters ? / Johan DALLEMANS / 2022
PermalinkHow hedonic & utilitarian values affect customer brand engagement in metaverse? / Sudarsan MANOHARAN / 2022
PermalinkHow luxury brands like Chanel and Gucci use influencers on instagram as ambassadors to reach younger targets ? / Arina SVETASHEVA / 2022
Permalink
![rss](https://cataloguelibrary.neoma-bs.fr/images/rss.png)
-
59 Rue Taittinger, 51100 Reims
-
00 33 (0)3 26 77 46 15
-
Library Campus Reims
-
1 Rue du Maréchal Juin, BP 215
76825 Mont Saint Aignan cedex -
00 33 (0)2 32 82 58 26
-