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How do social media and fitness influencers positively impact our attitude towards sport, during the COVID-19 pandemic? / Alexane BAILLIF / 2021
Titre : How do social media and fitness influencers positively impact our attitude towards sport, during the COVID-19 pandemic? Type de document : Mémoire Auteurs : Alexane BAILLIF, Auteur Année de publication : 2021 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 page. Langues : Anglais (eng) Mots-clés : Management
CHANGEMENT SOCIAL ; MANAGEMENT TECHNOLOGIQUE ; SPORT ; INTERNETRésumé : This paper focuses on how social networks and fitness influencers have impacted French people's sports practice during this Covid-19 period. A quantitative study conducted with a Qualtrics survey, on a population of 1029 people: 86,8% of women, 13% of men, and 0,2% of non-binary people, allow us to validate some hypotheses. First, we observe that there is a correlation between following fitness influencers and practicing physical activity. People who follow fitness influencers or gym accounts exercised more than those who don't. Moreover, the more people consumed content on social networks, the more it motivated them to practice a physical activity. Nevertheless, we could observe that if this correlation is significant for women, it is not for men,and that a high number of followed accounts is not a determinant of an increased practice. Overall, we can see that the use of social media in the health and fitness industry can have a positive impact on people’s perspectives and their willingness to keep an active lifestyle. Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538113
Titre : Du Lobbying Au E-Lobbying Type de document : e-book Auteurs : Viviane de BEAUFORT Editeur : LARCIER Année de publication : 2021 Importance : 334 p. ISBN/ISSN/EAN : 978-2-8079-2070-5 Langues : Français (fre) Mots-clés : Management
GROUPE DE PRESSION ; OPINION PUBLIQUE ; INTERNETRésumé : Ce livre est le résultat d'une longue expérience en lobbying et de trois ans d'observation d'affaires réelles dans lesquelles le « e-lobbying » a supplanté le lobbying auprès des institutions publiques et des entreprises. Le e-lobbying est en effet un processus d'intervention sur la toile devenu courant et visant à orienter l'opinion publique pour influencer indirectement le décideur. Ce processus reflète d'une démocratie plus participative et d'un lobbying plus égalitaire mais constitue aussi un danger, car rien n'équivaut à une atteinte à la réputation propagée en mode viral. Le plus didactique possible, l'ouvrage reprend les bases du lobbying et interroge à la fois la dimension éthique et pratique ; il s'inscrit dans le suivi de l'ouvrage « Lobbying : cadre, outils et stratégies » précédemment paru chez Larcier, et ouvre une réflexion sur les techniques d'influence liées au web à partir de cas concrets : huile de palme, Monsanto, CETA... Il y est aussi question des « gilets jaunes » et du Grand Débat, avec le risque d'un recul insuffisant sur ces événements. Professionnels, étudiants, ONG, entreprises, citoyens engagés pourront s'approprier ces réflexions qui tentent de structurer une réalité mouvante. Nombre d'accès : 3 En ligne : http://library.ez.neoma-bs.fr/login?url=https://ebookcentral.proquest.com/lib/ne [...] Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=553708 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 ; VIDEORésumé : 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 What is the impact of User Generated Content and Social Media Influencers on customer behavior about cosmetic products? / Amélie PETIT / 2021
Titre : What is the impact of User Generated Content and Social Media Influencers on customer behavior about cosmetic products? Type de document : Mémoire Auteurs : Amélie PETIT, Auteur Année de publication : 2021 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 page. Langues : Anglais (eng) Mots-clés : Management
COSMETIQUE ET PARFUMERIE SECTEUR ; INTERNETRésumé : In a context where everyone is surrounded by advertising and opinions, becoming more and more present thanks to the plurality of communication media available, one can easily understand how impactful the social pressure can be on the consumer behavior and purchase decision-making process, particularly in the era of the internet, on which everyone has a voice, an individual opinion, an attitude toward brands and products, and can share it without limits, to inform and influence other people. The impact of the social media explosion can particularly be noticed in the consumption and the willingness to purchase cosmetic products, because of the financial, social and physical risks and uncertainty they represent.
In this Seminar Paper, we will try to understand the impact of attitude and social norms and information on the consumers’ attitudes and behaviors toward cosmetic products, before understanding brands’ methods to influence this behavior using this social impact, and the brands’ loss of influence and trust with the explosion of social media, the User-Generated Content and the arrival of new opinion leaders called Social Media Influencers. We will explore deeper the impact of UGC and Social Media Influencers, its reasons and limitations, thanks to theories and a qualitative study.Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538487 Consumer Resistance and Cloud Gaming / Corentin REUNGOAT / 2020
Titre : Consumer Resistance and Cloud Gaming Type de document : Mémoire Auteurs : Corentin REUNGOAT, 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
TECHNOLOGIE ; INTERNET ; CONSOMMATEUR ; RESISTANCE AU CHANGEMENTRésumé : Cloud Gaming is coming to the masses, with numerous services becoming available to the general public (Google Stadia, GeForce Now, Shadow, or Playstation Now). This seminar paper provides an analysis of the main factors that can prevent adoption of Cloud Gaming services. A quantitative survey with 25 questions was sent out to understand consumer resistance towards this innovative way to play games. 217 replies were collected at the time of analysis. Methods of analysis consist mostly in pivot tables. Results show that different gamer types haven’t the same expectations, but overall price, service performance and game availability are the most important factors for gamers.
Recommendations discussed include:
- Marketing specific features that are working well (ex: ability to play from multiple devices) to gamer types that expect and value those features the most (ex: mobile gamers) instead of promoting everything but delivering only on a few of the promises.
- Rethinking the way gamers access games on Cloud Gaming services, as most gamers wish to use Cloud Gaming to play games they bought elsewhere.
However, there are some limitations due to the analysis, firstly bias since the survey was sent to specific communities, and also due to the way the survey was built, no regression model could be used to predict consumer behavior.Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529198 Les défis de la supply chain : logistique et achat, le renouveau ? / Jean-Michel HUET / 2020PermalinkDo the interactions on Facebook have an effect on consumers' trust in a food brand and on their purchase behaviour? / Margaux RUAULT / 2020PermalinkDoes socail media networking (e-wom) influence a brands significance toits audience ? / Kimberly Sunshine RASTO / 2020PermalinkImpact de la connaissance des pratiques des entreprises en matière d’utilisation des données personnelles sur les habitudes de navigation des internautes / Karine RANIRIHARINOSY / 2020PermalinkOnline visual merchandising and its impact on consumer purchase intent / Khaoula ZOUAOUI / 2020PermalinkA study to investigate the influence of the Internet of Things (IoT) on Supply Chain / Prince PRAKASH / 2020PermalinkTraditional media in the digital age: Does the arrival of the Internet spell the end for the historical media? / Sébastien CIMPERMAN / 2020PermalinkWhat factors affect online impulse buyibg during the shopping festivals / Ze WANG / 2020PermalinkCollaborative Product Design / Austin GOVELLA / O'REILLY (2019)PermalinkComment le digital pourrait transformer l’expérience client dans un contexte de distribution omnicanal ? / Léonore PETRY / 2019PermalinkMarketing des réseaux sociaux / Tracy L. TUTEN / PEARSON FRANCE (2019)PermalinkThe impact of internet on film distribution in China / Wenxia HE / 2019PermalinkTHE IMPACT OF ONLINE REVIEWS AND RATING TO ONLINE HOTEL BOOKING INTENSIONS / Ngoc Thuy NGUYEN / 2019PermalinkL’utilisation du digital par le luxe pour proposer des expériences singulières auprès des Millennials / Alexandre MICHEL / 2019PermalinkAgriculture and Social Medias / Carla PIRES / 2018PermalinkPermalinkComment mener le succès du passage de processus basés sur le papier à des processus électroniques. Identification des enjeux organisationnels, humains, techniques et financiers / Yacène MOHAMMEDI / 2018PermalinkLa consommation de contenus téléchargeables payants par les joueurs de jeux video / Alexandre CONTASSOT / 2018PermalinkCreating social value through entrepreneurial action / Tiphaine MENTION / 2018PermalinkPermalink
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