Clics, Likes et Achats : l'influence des médias sociaux sur le comportement d'achat des différentes générations dans l'industrie du commerce électronique. / Lea Viktoria DILJE / 2023

Titre : Clics, Likes et Achats : l'influence des médias sociaux sur le comportement d'achat des différentes générations dans l'industrie du commerce électronique. Type de document : Mémoire Auteurs : Lea Viktoria DILJE, Auteur Année de publication : 2023 Importance : 66 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 : Français (fre) Mots-clés : Management MEDIA ; CLIENT ; ENTREPRISE Résumé : Les médias sociaux sont devenus un élément incontournable de la vie quotidienne de nombreuses personnes, et ils ont exercé une influence considérable sur les entreprises, y compris le commerce électronique. Au fur et à mesure que les plateformes de médias sociaux gagnaient en popularité, les entreprises ont commencé à y prendre avantage afin d'influencer le comportement d'achat de leurs clients cibles. Cependant, les différentes générations peuvent réagir différemment aux stimuli des médias sociaux, et il est essentiel de comprendre l'influence des médias sociaux sur le comportement d'achat de chaque groupe générationnel. L'objectif de cette étude était d'examiner l'influence des médias sociaux sur les comportements d'achat des différentes générations dans le domaine du commerce électronique. L'analyse de la variance (ANOVA) a été utilisée pour évaluer quatre hypothèses sur l'impact de la qualité de l'information, de la qualité du service, des récompenses et de la reconnaissance, et de la personnalisation sur le comportement d'achat des générations. Les résultats de l'étude ont révélé qu'il n'y avait pas de différences significatives entre les perceptions des quatre groupes générationnels sur ces éléments. Ces résultats impliquent que dans le commerce électronique, les stimuli des médias sociaux exercent une influence comparable sur le comportement d'achat des générations. Néanmoins, il est important de traiter ces résultats avec prudence. La taille de l'échantillon de cette étude était relativement petite et les participants ont été recrutés par le biais d'un échantillonnage de commodité, ce qui peut limiter la généralisation des résultats. Programme : Cesem Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581655

THE FRENCH NEWS PRESS IN THE DIGITAL AGE / Ma'ili SILVESTRE / 2022

Titre : THE FRENCH NEWS PRESS IN THE DIGITAL AGE Type de document : Mémoire Auteurs : Ma'ili SILVESTRE, Auteur Année de publication : 2022 Importance : 31 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 PRESSE ; MEDIA SOCIAL ; INFORMATION ; WEBMARKETING Résumé : The written press is a pillar of our democracy, and occupies a place of choice within our economy. It is at the center of the diffusion of information and current events since it has become a mass media thanks to the deep industrialization of our societies which started in the 19th century. The French written press has been able to draw its strengths from certain technical revolutions such as the development of printing, but the digital revolution that began at the beginning of the 21st century is now greatly weakening its balance. The current environmental and economic context is weighing on its economic model, which no longer seems viable in the face of digital ubiquity. The written press must face big challenges if it wants to take up the digital challenge and conquer or (re)conquer an increasingly mobile and distrustful readership. The emergence of new information distribution media and new players increases the pressure on the print media. The giants of the Internet and social networks such as Google and Facebook have become the masters of the news and information distribution market and compete with the written press, which must reinvent itself and reappropriate new codes. To meet the challenges it faces, the print media must reaffirm its values and identity to stand out in a highly competitive universe. It must also change its prism and rethink a much more digital-oriented strategy that uses digital marketing tools because a purely editorial strategy is no longer sufficient. The print media must also adapt its content to digital media but also develop new formats if it wants to succeed in attracting its readership by maximizing the user experience. The transition to digital for the print media requires heavy investments that will be crucial for its sustainability and survival Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572770

What are the dramas that have transformed the newspaper industry over the past thirty years? / Éléonore BONNEAU / 2022

Titre : What are the dramas that have transformed the newspaper industry over the past thirty years? Type de document : Mémoire Auteurs : Éléonore BONNEAU, Auteur Année de publication : 2022 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 la page. Langues : Anglais (eng) Mots-clés : Management INTERNET ; MARCHE ; PRESSE Résumé : This dissertation is giving an overview of the dramas that occurred in the newspaper industry during the last three decades. It is completing the research that have been done before by trying to formulate an exhaustive explanation to the current situation of the press today. The purpose of this work was to analyze all the components of the newspaper marketplace, and to understand the interconnections between all these components. They are gathered in three categories: the emergence of the internet as an external threat, the economic situation of the newspapers today and the evolution of the consumer behavior in this environment. The research question is: What are the dramas that have transformed the newspaper industry over the past thirty years? Through a qualitative method, and more particularly a discourse analysis this dissertation shows how the internet, the economic structure of the press, and the consumer behavior have transformed the newspaper industry. Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=568511

The impact of the e-commerce in consummer behaviour. How does e-commerce impact the purchasing decisions of luxury consumers? / Charlotte MARTINELLI / 2021

Titre : The impact of the e-commerce in consummer behaviour. How does e-commerce impact the purchasing decisions of luxury consumers? Type de document : Mémoire Auteurs : Charlotte MARTINELLI, Auteur Année de publication : 2021 Importance : 61 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 COMPORTEMENT DU CONSOMMATEUR ; DISTRIBUTION ; EMOTION ; MEDIA Résumé : The advent of e-commerce is felt in all sectors and types of industry. However, its impact and repercussions are different in the luxury sector. Indeed, when we compare the definition and characteristics of e-commerce with those of luxury, a paradox emerges. How can we combine a platform that is accessible to everyone at any time of the day with products that advocate rarity, exclusivity and preciousness? This is the starting point of the analysis of the thesis, which will show us how luxury has already integrated e-commerce into its sales, what are the benefits and harms, how customers react to these online purchases, what are the repercussions on the mentalities of customers and in parallel on the sales of the houses, what roles are also played by networks and social media that are also linked to e-commerce, what do they bring to luxury and in return what do they deteriorate within the houses, how are they accepted by the different generations of luxury customers, what are the challenges of the luxury houses to overcome these obstacles and satisfy the entire clientele while preserving its DNA, its heritage and its values which make its success and its reputation. Our thesis question which is “How does e-commerce impact the purchasing decisions of luxury consumers?” will help us answer all these questions that are the resultof the evolution of our generation, with the explosion of online sales, with the constant creation of new platforms on the web. Indeed, by 2025, forecasts estimate that 25% of the market value of luxury home businesses will be made via the internet (Altagamma, 2018). Thanks to a qualitative analysis conducted through 13 interviews, we came to the conclusion that e-commerce has become indispensable for luxury houses (current health situation requires), but that its use is not unanimous among the different categories of consumers (traditional customers VS Millennials). Their wishes, habits and mentalities are ambivalent, which leads luxury brands to rethink the online customer experience, to optimize the omni channel, to ensure the homogeneity of their platform so that customers find the DNA of the brand wherever they are and identify with it. Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538843

What are the strategic and marketing challenges of innovation for original content made by video streaming services? / Clément DUFOUR / 2021

Titre : What are the strategic and marketing challenges of innovation for original content made by video streaming services? Type de document : Mémoire Auteurs : Clément DUFOUR, Auteur Année de publication : 2021 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 ; INTERNET ; MARKETING STRATEGIQUE ; MEDIA ; VIDEO Résumé : This research work focuses on the video streaming services called SVOD platforms and it studies their strategic and marketing challenges pointing the role of original contents as an innovation process. The topic of original contents being part of the SVOD strategy is not fully developed within academic literature, whereas the SVOD market has become increasingly important for some years now, and there seems to be no turning back, pushing cultural goods such as DVDs out the door. With this growing power, I wanted to look at the strategy of SVOD platforms and the role played by original contents. Thus, I decided to work on this following problematic: What are the strategic and marketing challenges of innovation for original content made by video streaming services? This subject led us, after an extensive literary study on innovation and its role in the SVOD market, to conduct a qualitative study with 4 professionals from the video industry, which allowed me to draw these conclusions: In a fiercely competitive market, the content catalogue is the essential tool to work on, as well as the editorialization of the catalogue to reach a large audience and preserve its consumer base. We also understood that the strategy of original content was a necessary strategy for SVOD platforms to be viable and therefore the importance of multi-channel marketing to put forward the maximum amount of content to a maximum number of targets. Programme : PGE-Reims Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538125

Comment les séries sont-elles devenues le premier média pour parler des questions féministes ? / Charlotte MOY / 2020

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La légitimité et la force du journal la croix dans le paysage médiatique, malgré son idéentité religieuse affirmée dans un univers laïc / Ombeline DAUDE-LAGRAVE / 2020

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The impact of Augmented Reality in print media / Charles-Emmanuel ANOUMA / 2020

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Traditional media in the digital age: Does the arrival of the Internet spell the end for the historical media? / Sébastien CIMPERMAN / 2020

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Does narcissism affect influencers’ success? / Fares LANOUAR / 2019

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Factors affecting people’s behaviour towards environmental campaigns using social media in India / Nikhil SHARMA / 2019

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How can luxury fashion brands build authenticity via Instagram? / Quentin BRUMARD / 2019

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HOW DO LUXURY BRANDS SHOULD ENGAGE WITH MILLENNIALS ON SOCIAL MEDIA VIA THE BRAND CONTENT? / Jasmine CHORTANI / 2019

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How to Get Published in the Best Marketing Journals / Cheltenham : EDWARD ELGAR PUBLISHING LTD (2019)  

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The Geopolitics of Cyberspace : A Diplomatic Perspective / Shaun RIORDAN / BRILL (2019)  

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