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To what extent does product co-creation positively influence the OBBE (observer-based brand equity) of food companies on Facebook? / Claudia FERREIRA / 2019
Titre : To what extent does product co-creation positively influence the OBBE (observer-based brand equity) of food companies on Facebook? Type de document : Mémoire Auteurs : Claudia FERREIRA, Auteur Année de publication : 2019 Importance : 29 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
RESEAU SOCIAL ; WEBMARKETING ; MARKETING PARTICIPATIF ; AGROALIMENTAIRE SECTEURRésumé : This paper contributes to the few existing researches about the relationship between co-creation and observer-based brand equity (OBBE). More specifically it shows the effect product co-creation in the food business can have on the brand equity of observers. It focuses only on Facebook as it is a trendy method to engage customers and it is the main media used by food companies. Thus, our research question is: To what extent does product co-creation positively influence the OBBE of food companies on Facebook? We have tested several hypotheses in a quantitative methodology to verify: if the relationship product co-creation and OBBE is positive and if it can be mediated by the participant’s integration in the process or the brand familiarity. We have found that there is indeed a positive relationship between product co-creation and OBBE. However, even if the means tend to confirm the hypotheses, there was no significant difference to validate that the familiarity or the strength of integration of participants can mediate this effect. Note de contenu : Bibliographie p. 26-29 Programme : PGE-Reims Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=494620 What is the influence of Generation Y’s use of social media on their purchase intention? / Clara NANGERONI / 2019
Titre : What is the influence of Generation Y’s use of social media on their purchase intention? Type de document : Mémoire Auteurs : Clara NANGERONI, Auteur Année de publication : 2019 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
CLASSE D'AGE ; RESEAU SOCIAL ; COMPORTEMENT DU CONSOMMATEUR ; MARKETING STRATEGIQUERésumé : The purpose of this paper is to examine the influence of social media marketing activities on Generation Y (Gen Y) consumers’ purchase behavior. More precisely, the study focuses on the social media choice, the online advertisement and the electronic word-of-mouth.
The study surveyed 77 Gen Y consumers (students and recent graduates) in France. The research hypotheses were analyzed via experimental approach such as independent sample t-test and one-way ANOVA test.
The study identified two key findings. First, the retailer’s presence on multiple social media platforms does not bring a competitive advantage among Gen Y users. Gen Y consumers’ purchase intention does not necessarily increase while brands are present on multiple social media platforms. Second, on social media, Gen Y users are more influenced by a single favorable opinion from an acquaintance than multiple eulogistic reviews from unknown users.
This study will help marketing managers to understand Gen Y’s consumer behavior on social media and develop a better social media marketing strategy.
This study is the first to deeply analyze the factors of influence of social media marketing strategy. In addition, it only focuses on Gen Y consumers which are the main users of social media.
Keywords – Social media marketing, Social media platforms, Online advertisement, Electronic word-of-mouth, Purchase intention, Generation Y.Note de contenu : Bibliographie p. 21-25 Programme : PGE-Reims Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=494640 101 Exercises for Developing Your Leadership / Celeste GRIMARD / CREATESPACE INDEPENDENT PUBLISHING PLATFORM (2018)
Titre : 101 Exercises for Developing Your Leadership Type de document : Livre Auteurs : Celeste GRIMARD, Auteur Editeur : CREATESPACE INDEPENDENT PUBLISHING PLATFORM Année de publication : 2018 Importance : 464 p. ISBN/ISSN/EAN : 978-1-973805-52-6 Prix : 47 EUR Langues : Anglais (eng) Mots-clés : Management
LEADERSHIP ; MANAGEMENTIndex. décimale : 164.69 LEADERSHIP Résumé : This practical book offers you a cornucopia of exercises to help you on your journey towards becoming the leader of your dreams. In this book, you will find a wide variety of exercises offering challenges related to leadership. These challenges are opportunities to grow your skills in demanding situations, to adapt to those around you, and to overcome personal challenges. Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=316181 Exemplaires(5)
Code-barres Cote Support Localisation Section Disponibilité 052851 658.409 2 GRI Livre Library Campus de Reims Réserve Prof Disponible 052852 658.409 2 GRI Livre Library Campus de Reims Réserve Prof Disponible 051872 658.409 2 GRI Livre Library Campus de Reims Réserve Prof Sorti jusqu'au 14/07/2020 052850 658.409 2 GRI Livre Library Campus de Reims Réserve Prof Exclu du prêt J6488 164.69 GRI Livre Library Campus de Rouen Salle de lecture Disponible
Titre : 21 for 21 : Leading the 21st Century Global Enterprise Type de document : Livre Auteurs : Michael STANKOSKY Editeur : EMERALD PUBLISHING LIMITED Année de publication : 2018 Importance : 127 p. ISBN/ISSN/EAN : 978-1-78754-698-1 Prix : 48 EUR Langues : Anglais (eng) Mots-clés : Management
MANAGEMENT ; LEADERSHIP ; INNOVATIONIndex. décimale : 111.65 MANAGEMENT Résumé : Based on over fifty years of experience from the author's hands-on work in the field, Michael Stankosky provides 21 guiding principles on how to lead and manage today's global organization. 21 for 21 is packed with case studies, aiding visuals, and mantras to help facilitate a deeper understanding of the dynamics and complexity of leading and managing a global enterprise, and it is both multi- and inter- disciplinary in its treatment. Each chapter focuses on a different principle: from successful knowledge management, to the secrets of successful negotiations, and managing systems engineering alongside project management. This applicable guide is an ideal companion for MBA students of management, leadership, and innovation, and it is also of keen interest to senior managers and leaders in a global organization, and researchers in these areas. Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=312669 Exemplaires(1)
Code-barres Cote Support Localisation Section Disponibilité J4606 111.65 STA Livre Library Campus de Rouen Salle de lecture Disponible Les 6 couleurs du manager / Louvain-la-Neuve : DE BOECK SUPÉRIEUR (2018)
Titre : Les 6 couleurs du manager : Managez selon votre personnalité... et celle des autres ! Type de document : Livre Mention d'édition : 2e éd. Editeur : Louvain-la-Neuve : DE BOECK SUPÉRIEUR Année de publication : 2018 Importance : 192 p. ISBN/ISSN/EAN : 978-2-8073-1972-1 Prix : 20 EUR Langues : Français (fre) Mots-clés : Management
CONFLIT DU TRAVAIL ; GESTION DU TEMPS ; MANAGEMENT ; STRESSIndex. décimale : 111.65 MANAGEMENT Résumé : L'originalité de cet ouvrage est de vous permettre d identifier votre style de management et de découvrir celui qui convient à vos collaborateurs. Les thèmes abordés sont la motivation, la gestion du stress, l entretien de cadrage, la gestion des conflits et la gestion du temps. Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=309113 Exemplaires(2)
Code-barres Cote Support Localisation Section Disponibilité 051856 658.4 COU Livre Library Campus de Reims Salle de lecture Disponible J4669 111.65 COU Livre Library Campus de Rouen Salle de lecture Disponible Les 7 Habitudes De Ceux Qui Realisent Tout CE Qu'Ils Entreprennent / Stephen R. COVEY / Paris : J'AI LU (2018)
PermalinkPermalinkL'analyse des données de sondage avec SPSS / PRESSES DE L'UNIVERSITÉ DU QUÉBEC (LES) (2018)
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PermalinkComment une entreprise contemporaine peut-elle acquérir rapidement une forte image de marque auprès de ses consommateurs ? / Julian CHAVANNE / 2018
PermalinkComment mesurer et analyser l'utilité des réseaux sociaux pour la performance de l'entreprise et en vérifier l'efficience ? / Charlotte COLNET (DE) / 2018
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