Mots-clés
Management > PUBLICITE
PUBLICITESynonyme(s)Publicité internationale ;Publicité nationale Publicité régionale |
Documents disponibles dans cette catégorie (860)
![](./images/expand_all.gif)
![](./images/collapse_all.gif)
![Tris disponibles](./images/orderby_az.gif)
Etendre la recherche sur niveau(x) vers le bas
The impact of social media on brand associations for sponsors : the case of Formula one / Estelle RANCOURT / 2022
Titre : The impact of social media on brand associations for sponsors : the case of Formula one Type de document : Mémoire Auteurs : Estelle RANCOURT, Auteur Année de publication : 2022 Importance : 37 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
COMMUNICATION ; IMAGE DE MARQUE ; INTERNET ; SPONSORINGRésumé : With the revitalization of the interest in Formula One for younger people thanks to the very-criticized ‘Drive to Survive’ Netflix show, Formula One has to be modernized to be relevant to this younger audience. As the majority of teams’ revenues come from sponsorship, sponsoring companies also have to be modernized and adapt their marketing strategy to a younger audience to have a good return on their investment in Formula One.
Therefore, this dissertation focuses on the impact of social media on brand associations for sponsors through the case of Formula One. Our research question came up to be as following : How could a Formula One sponsor better its brand associations through social media ?Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564568 The influence of green advertising on purchase intention of green cosmetics, regarding the rise of greenwashing concern / Julia LAPRAY / 2022
Titre : The influence of green advertising on purchase intention of green cosmetics, regarding the rise of greenwashing concern Type de document : Mémoire Auteurs : Julia LAPRAY, Auteur Année de publication : 2022 Importance : 32 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
PUBLICITE ; PRODUIT ; COSMETIQUE ET PARFUMERIE SECTEUR ; ECOLOGIERésumé : The rapid growth of environmental concerns and the increasing awareness regarding climate issue have brought some changes in consumers’ preferences and consuming patterns, especially regarding cosmetic products. Cosmetic users feel more concerned about their health and seek to purchase products that will both provide them security and environmental benefits. However, this new context also brought new challenges to the companies, particularly regarding the fear of greenwashing that earned more importance as green products started to expend. Plus, the development of this market also implies new regulations that companies need to face in order to provide reliable and safe products. This study tries to define the effects of green advertising on green purchase intention and green purchase behavior, while integrating the influence of greenwashing and green skepticism over these variables, using evidence from the green cosmetics market. By looking at the previous research done on the subject, this dissertation identifies seven major constructs that should be measured and analyzed: Green Advertising, Green Skepticism, Greenwashing, the three identified as independent variables, Green Perceived Value, Green Trust as mediating variables. In order to draw out the relationships between the constructs, a quantitative survey was led and shared through social media that involved 151 participants. The majority of the respondents lived in France and were aged between 20 and 60 years old. The questionnaire used was built thanks to the Qualtrics software and provided an example of green advertising launched by the cosmetic brand Garnier as a representation to help the participants expressing their opinion. The data analysis was done using the SEM method, and the validity of the variables was conducted through the Confirmatory Factor Analysis (CFA), and through a Cronbach’s Alpha model, which led to some modifications in the factors observed and the suppression of several sub-questions. These findings identify several relevant relationships between some of the construct of the research model, with both positive and negative influences. First, green advertising has a positive influence on green trust and green perceived value, while greenwashing has a negative effect on both these variables. Second, the study emphasizes that green perceived value and green trust positively interact with green purchase intention, however, no relevant correlation can be found between green purchase behavior, green perceived value, and green trust. Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=568514 To what extent do Green Bonds allow the financial sector to have an impact on the ecological transition? / Emmeline HUGUES / 2022
Titre : To what extent do Green Bonds allow the financial sector to have an impact on the ecological transition? Type de document : Mémoire Auteurs : Emmeline HUGUES, Auteur Année de publication : 2022 Importance : 31 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec cotre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management
FINANCE VERTE ; PUBLICITE MENSONGERE ; OBLIGATIONRésumé : The green bond market has been booming for several years. Investors and issuers see this type of bond as a means of contributing to the greening of finance and financing green projects.It is interesting to understand how these bonds work and the benefits to both parties. Their expansion through time and space is also remarkable. However, green bonds still have weaknesses in their definition and regulation. It is therefore relevant to question the real impact that green bonds can have in the ecological transition and how to improve it. From a more global point of view, green bonds are also a growth lever for other types of sustainable bonds which also contribute to the ecological transition.
To do this, this study undertakes a literary research to gather available data on the subject in order to analyze the role and impact of green bonds in the ecological transition. Then, a qualitative survey was conducted with professionals and individuals in order to support the statement and shed new light on the existing literature.
My analysis shows that green bonds are a good initiative to encourage issuers to create more green projects and meet strong investor demand. However, the market is still under construction and requires improvement. Each stakeholder perceives areas for improvement and thinks that green bonds have a bright future if we deepen their supervision and access to the market.Programme : PGE-Reims Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=571580 To what extent does the rise in the number of influencers and partnerships change the efficiency of influencer marketing itself? / Eva DUPONT / 2022
Titre : To what extent does the rise in the number of influencers and partnerships change the efficiency of influencer marketing itself? Type de document : Mémoire Auteurs : Eva DUPONT, Auteur Année de publication : 2022 Importance : 35 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
PUBLICITE ; WEBMARKETING ; SITE INTERNET ; INTERNETRésumé : Previous research examined influencers and influencer marketing, but as a fast-growing industry where new platforms have emerged, it is a real need to keep on updating and analyzing this ecosystem. Thanks to a qualitative study, this paper examines first the empirical success factors of influencer marketing in a context of a fast-growing number of influencers. On the one hand, this paper also focuses on the consequences of a rise in the number of influencers. It shows the term “influencer” nowadays is negative. That’s why, followers tend to sort their favorite influencers and make a short list of those who deserve their support in terms of engagement or purchase intentions. Short format platforms also play a role in how followers manage their time for engagement and support. And on the other hand, it examines the consequences of a rise in the number of partnerships where influencers who are doing a lot of partnerships are seen as less authentic and less sincere and where the image of partnerships is deteriorated by the rise in fraudulent partnerships. As a result, this paper shows influencer marketing is under threat. Finally, recommendations are given to companies in terms of influencer marketing strategies and brand image. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572746 What is the impact of product placement made by influencers on social media on the end-consumer’s brand perception and purchase intention? / Zaina KACHAD / 2022
Titre : What is the impact of product placement made by influencers on social media on the end-consumer’s brand perception and purchase intention? Type de document : Mémoire Auteurs : Zaina KACHAD, 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
PUBLICITE ; WEBMARKETING ; COMPORTEMENT DU CONSOMMATEUR ; INTERNETRésumé : In today's world where social media is an integral part of our daily lives, influencer marketing, as a new marketing method, has become increasingly influential on consumers' daily behaviours. The purpose of this thesis is to show whether different attributes of a product placement on social media, made by influencers, can directly impact the consumer’s brand perception and therefore his or her intention to purchase the product or service in question. At the beginning of this paper, a comprehensive literature review was conducted, which was used to filter out the different definitions that were considered as relevant and interesting in connection with the topic dealt with in this piece of work. With the help of a conceptual model, which also was set up within this thesis, three hypotheses were formulate that were tested by a quantitative study carried out using an online questionnaire. The last section of this paper was dedicated to the discussion of the results and the implications of the research. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572754 With the explosion of Green Washing, do consumers still believe in Green Marketing? / Aude HOVASSE / 2022
PermalinkPermalinkPermalinkÀ l’heure où les consciences écologiques s’éveillent, quelles sont les solutions d’emballages écoresponsables mises en place par les entreprises de l’industrie cosmétique afin de réduire leur impact environnemental ? / Elisa LECAT / 2021
PermalinkHow can brands use ‘gender fluidity’ to redefine beauty for the male consumer group? / Jiayi LI / 2021
PermalinkPermalinkHow is COVID-19 crisis impacting consumer behaviour in the adoption of online food shopping? / Nolwenn BIORET / 2021
PermalinkImpact of promotional category management practices on the purchase intention in beauty care sector in french retail / Clara PANZANI / 2021
PermalinkPermalinkPermalink
![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
-