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Engagement on the Paris 2024 twitter account / LE REUN, MARGAUX / 2023
Titre : Engagement on the Paris 2024 twitter account Type de document : Mémoire Auteurs : LE REUN, MARGAUX, Auteur Année de publication : 2023 Importance : 40 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 : Entreprise
Management
SPORT ; CREATION PUBLICITAIREProgramme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581757 Luxury brands and their Beauty segment in France: Expectations of the new generation of customers through digital advertisin / Chloé MATHIEU / 2023
Titre : Luxury brands and their Beauty segment in France: Expectations of the new generation of customers through digital advertisin Type de document : Mémoire Auteurs : Chloé MATHIEU, Auteur Année de publication : 2023 Importance : 31p. 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) Langues originales : Anglais (eng) Mots-clés : Management
INDUSTRIE DU LUXE SECTEUR ; PUBLICITE ; WEBMARKETINGRésumé : The main purpose of this dissertation is to study in depth the luxury industry and its beauty segment in France and to identify the expectations of the new generations through digital advertising. This subject is particularly relevant to me because through my various professional experiences, I have progressively specialized in this field, and I would like to fully understand what the new generations, and particularly the Gen-Z, expect from luxury brands in order to be able to define communication strategies adapted to these expectations in the future.Although the question is at the core of luxury industry studies, we don't have a clear answer about what actions to take to meet the expectations of these new consumers and therefore we will ask ourselves here: What are the expectations of the new generation of consumers regarding digital advertising in the luxury cosmetics industry in France?In order to answer this question and given that we intend to study this question from a consumer point of view, our choice of methodology is based on a survey (quantitative study) that will allow us to collect information from a large number of consumers and potential consumers of these new generations. We hope to understand what the new generations expect, what their major interests and issues are and how they would like brands to respond and act in the future in terms of innovations and engagements. In this way, we will be able to draw clear conclusions and appropriate recommendations to bring to the luxury brands and consider them for my future career. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581977 Marketing through video games / Pierre ZAOUALI / 2023
Titre : Marketing through video games Type de document : Mémoire Auteurs : Pierre ZAOUALI, Auteur Année de publication : 2023 Importance : 29p. 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) Langues originales : Anglais (eng) Mots-clés : Management
MARKETING DE LA DISTRIBUTION ; THEORIE DES JEUX ; CAMPAGNE PUBLICITAIRERésumé : The idea of brand placement to increase awareness has spread all over the communication channels, including video games. Indeed, the number of players is expected to be around 3 billion users in 2027 (Statista, 2023) which would turn video games as one of the most prominent platforms with social medias.But how to interact with players for brands? It’s quite simple, pure brand placement
or sponsorship. Whenever in a game you use a Mercedes car to drive around, use Energizer batteries to power up an item, it’s brand placement and it has become ever more recurrent.But is it effective? In theory in marketing brand placements can be done in several ways, and each one has its perks and disadvantages. Whether it uses original features or a simple repetition measure, we all see brands in our surroundings every day. But in video games one might say that focusing on brands shouldn’t be the main concern as the player would be focused on playing and not its surroundings, but the contrary can also be quite true.Also, the rise of online sports, called as Esports is another foothold for non-endemic brands to present their brand to a part of the population as franchises and teams are developing and creating their own identity, to which their fans assimilate. And this includes the brand they are sponsored with.This paper aims to give functional and explicit key methods and rules to comply with the players’ expectations to produce effective and accepted ad placement and marketing campaigns through the video game industry.Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581953 Attitudes générationnelles face aux parrainages de célébrités et au marketing d'influence : En quoi le marketing auprès de la génération Z est-il unique ? / Gráinne CLARKE / 2022
Titre : Attitudes générationnelles face aux parrainages de célébrités et au marketing d'influence : En quoi le marketing auprès de la génération Z est-il unique ? Type de document : Mémoire Auteurs : Gráinne CLARKE, Auteur Année de publication : 2022 Importance : 80 p. Langues : Français (fre) Mots-clés : Management
INFLUENCEUR ; MEDIA SOCIAL ; SPONSORINGRésumé : L'essor de la technologie numérique est parallèle au parcours de la génération Z, de l'enfance à l'âge adulte, où elle s'impose comme leader d'un changement sans précédent. Avec cette montée en puissance des avancées technologiques, le déclin des flux médiatiques traditionnels et un scepticisme croissant à l'égard des médias traditionnels, des entreprises et de la publicité payante, le concept de parrainage par des célébrités est rapidement remplacé par le marketing d'influenceurs. La génération Z trouve que le marketing d'influenceur est plus digne de confiance, relatable et authentique que les autres formes traditionnelles de marketing. L'essor du marketing d'influenceur appelle un examen approfondi de ses caractéristiques et de ses facteurs de réussite. Comme la génération Z est devenue le plus grand groupe d'âge de la planète avec un pouvoir d'achat et des niveaux d'influenceurs de plus en plus élevés, il est essentiel de comprendre où les trouver et comment communiquer avec eux. Programme : Cesem Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=562208 Influencers and advertising campaigns: the dynamic of the control of the companies and the impact of influencers on the brands / Juanita GUTIERREZ / 2022
Titre : Influencers and advertising campaigns: the dynamic of the control of the companies and the impact of influencers on the brands Type de document : Mémoire Auteurs : Juanita GUTIERREZ, Auteur Année de publication : 2022 Importance : 41 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
CAMPAGNE PUBLICITAIRE ; INFLUENCEUR ; MARQUERésumé : New digital interactions have given a new tool to the advertising industry where they are able to communicate accurately with the communities that will connect with their values and products. Influencers have help companies and brands to reach this communities easier and build a strong presence online. By looking at the trans-parasocial relationship between influencers and their followers, influencers are able to manipulate the purchasing behaviors and engagement with brands, these actions help brands and companies evaluate and understand their customers and pinpoint possible improvements to create customer retention and enhance their communication with their customers through their social media platforms. The current findings, present the importance for brands to provide a collaborative environment when working with influencers, since this type of advertising is not the same as traditional media and they need to preserve the authenticity in the delivery of the message that will resonate with the audience. This study further identifies how brands are very rarely affected by the faulty behavior from the influencer, they still have control over this relationship and stating their position in possible controversial situations where the influencer is involved, it will demonstrate to the public their values and perspective of the situation, maintaining a clean image online. Programme : Global BBA Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=566055 Should industrial food brands include LGBTQ+ individuals in their advertisements and communication? And how ? / Louise GRZESIAK / 2022PermalinkThe impact of digitalisation on the advertising industry / Marion BONNE / 2022PermalinkThe impact of social media on brand associations for sponsors : the case of Formula one / Estelle RANCOURT / 2022PermalinkThe influence of green advertising on purchase intention of green cosmetics, regarding the rise of greenwashing concern / Julia LAPRAY / 2022PermalinkTo what extent do Green Bonds allow the financial sector to have an impact on the ecological transition? / Emmeline HUGUES / 2022PermalinkTo what extent does the rise in the number of influencers and partnerships change the efficiency of influencer marketing itself? / Eva DUPONT / 2022PermalinkWhat is the impact of product placement made by influencers on social media on the end-consumer’s brand perception and purchase intention? / Zaina KACHAD / 2022PermalinkWith the explosion of Green Washing, do consumers still believe in Green Marketing? / Aude HOVASSE / 2022PermalinkPersonalized Advertising and Privacy Concerns: Effects of Privacy Calculus in Digital Advertising / Alice LLABRES / 2021PermalinkWhat is the influence of label color and size on wine consumption and purchasing behavior for young French consumers? / Antonio OUAISS / 2021PermalinkDepicting normal-weight or plus-sized models in fashion advertising: the impacts on French female consumers / Julien TAPPREST / 2020PermalinkHappiness and the perception of social superiority portrayal in advertising / Oriane VAN WESTERLAAK / 2020PermalinkHow advertising made by French car manufacturers featuring few people of color impacts the attitude of French nationals of Sub-Saharan African descent toward car brands / Guillaume COLLIN / 2020PermalinkL’impact de la disparition des cookies sur le ciblage publicitaire / Pierre-Etienne GAMBART / 2020PermalinkL’impact du sponsoring sportif sur l’image d’une marque écoresponsable auprès des consommateurs : Cas de Vittel avec le Tour de France / Sofia EL IAMANI / 2020PermalinkPermalinkThe advertisement value and effectiveness of alcohol-related posts on french spirit brands' accounts / Johann FERRIS / 2020PermalinkThe Impact of Body Inclusivity in Lingerie Brands’ Social Media Advertising on Brand Image / Eulalie LOYER / 2020PermalinkThe impact of recycled textiles on the consumer purchase in the fashion industry : ADIDAS X PARLEY for the ocean insight / Marco FILIDORO / 2020PermalinkWhat is the effect of body positive advertising on women’s minds, in the lingerie industry? Is there a difference according to women’s age? / Eléna GROULEAUD / 2020Permalink
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