Mots-clés
Documents disponibles dans cette catégorie (1884)
Ajouter le résultat dans votre panier Faire une suggestion Affiner la recherche
Etendre la recherche sur niveau(x) vers le bas
L’impact des influenceuses/eurs sur le choix des consommateurs. / Ulrich LEPAGE / 2022
Titre : L’impact des influenceuses/eurs sur le choix des consommateurs. Type de document : Mémoire Auteurs : Ulrich LEPAGE, Auteur Année de publication : 2022 Importance : 65 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 : Français (fre) Mots-clés : Management
INFLUENCEUR ; MARQUE ; CONSOMMATEURRésumé : De nos jours, les entreprises sont toutes ou presque sur les réseaux sociaux et ont vu émergés des leaders d’opinions sur ces plateformes, les influenceurs. Ce mémoire s'intéressera à l’impact des influenceurs sur le choix des consommateurs et de comment utiliser ces influenceurs dans le but de favoriser l’acte d’achat des consommateurs.Nous nous focaliserons principalement sur trois axes d'influence : l’augmentation du chiffre d’affaires accroitre la notoriété et améliorer l’image de marque. Nous verrons que même si tous les influenceurs ne sont pas parfaits, ils aident grandement à l’augmentation du chiffre d’affaires via différents types de collaborations comme les placements de produits ou bien la co?création.Nous verrons, que contrairement à ce que nous pensions, accroitre une notoriété n’est pas une mince affaire via les influenceurs. Enfin, nous verrons que les micros-influenceurs, proche et honnête avec leur communauté sont les mieux placés pour améliorer l’image de marque Programme : Tema Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=566734 Impact of a non-alcohol claim on a bottle on the way people intend to purchase it : the example of gin / Joséphine KLINGER / 2022
Titre : Impact of a non-alcohol claim on a bottle on the way people intend to purchase it : the example of gin Type de document : Mémoire Auteurs : Joséphine KLINGER, Auteur Année de publication : 2022 Importance : 26 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
COMPORTEMENT ; COMPORTEMENT DU CONSOMMATEUR ; ETIQUETAGE ; SANTE ; SCIENCE DU COMPORTEMENT ; SPIRITUEUX SECTEURRésumé : Taking into account the recent growth of the NoLow alcohol trend, this paper proposes an analysis of the impact on the purchase intention of claiming non-alcohol on a bottle that contains a beverage that is usually alcoholic, such as wine, beer and spirit. Focusing on the example of gin, a quantitative study was conducted in France in order to analyze if claiming non-alcoholic characteristics on a bottle change the way people intend to purchase it. No significant results were obtained for this effect, but the analysis highlights the impact of health consciousness of the consumer because relations appear to exist between non-alcoholic claim and health consciousness and between health consciousness and purchase intention of a non-alcoholic bottle of gin. The role of the health consciousness mediator indicates to the various brands of wines, beers, and spirits that it is something on which they can efficiently possibly rely on to market their non-alcoholic products. Programme : MSc Wine & Gastronomy Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564592 Influence of COVID-19 on consumer behavior in different spheres of luxury industries: / Sofiya SHIGAPOVA / 2022
Titre : Influence of COVID-19 on consumer behavior in different spheres of luxury industries: : how has customer behavior changed towards consumption of goods or services of the luxury segment during COVID-19? Type de document : Mémoire Auteurs : Sofiya SHIGAPOVA, Auteur Année de publication : 2022 Importance : 69 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
COMMERCE DE DETAIL ; COMMERCE ELECTRONIQUE ; MODERésumé : The purpose of this study is to find out whether the behavior of buyers has changed in relation to purchases of luxury goods/services during COVID-19 by investigating this issue from two sides: the
«customers» and the «sellers» side. To study the research topic more deeply, 10 in-depth interviews were conducted, with 5 respondents from the "buyers" side and 5 respondents from the «sellers» cohort.
Based on the results of these interviews, it was revealed that people's behavior towards luxury goods/services did not significantly change during the pandemic. That is, the frequency of purchases of luxury goods and services has remained. Most likely, this result was influenced by the fact that the sample of respondents was mainly (three respondents out of five) from the same city, with a population of 1.5 million people, that is, a relatively small city. This may be an insight that living in small towns has not changed significantly during the pandemic. As for the "sellers" side, it was revealed that the business providing luxury segment services, in particular the restaurant business and cosmetology, suffered the most during the pandemic, but after the lifting of restrictive measures, they felt a very high demand for their services, if we talk about a business that sells luxury goods, the situation there was much more stable. The research is based on the following question: how has customer behavior changed towards consumption of goods or services of the luxury segment during COVID-19?Programme : Cesem Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=562063 Is it essential for fashion brands to do influencer marketing nowadays / Rebecca HORCHOLLE / 2022
Titre : Is it essential for fashion brands to do influencer marketing nowadays Type de document : Mémoire Auteurs : Rebecca HORCHOLLE, Auteur Année de publication : 2022 Importance : 27 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
WEBMARKETING ; TECHNOLOGIE ; MODERésumé : With the technology revolution, marketing has taken a different turn and it is now possible to do it on social networks thanks to influencers. Influencer marketing has taken over many fashion brands and in this dissertation we ask what impact it has and whether it is really necessary to integrate it into the marketing strategy . The litterature review of the dissertation is mainly based on the history of influencer marketing and the fashion market . A quantitive study was then launched in the form of an online survey in May 2022 . People who use social networks and follow influencers were defined as the study population. The data collection resulted in 116 valid responses . This data was then analysed and allowed us to validate 1 of the 3 hypotheses . Programme : Global BBA Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=562045 Is the strategy of Social CRM still a choice for companies? / Yasmine LAHRICHI / 2022
Titre : Is the strategy of Social CRM still a choice for companies? Type de document : Mémoire Auteurs : Yasmine LAHRICHI, 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
COMPORTEMENT DU CONSOMMATEUR ; MARKETING EXPERIENTIEL ; INTERNETRésumé : Imagine that you work in a coffee shop as a bartender, a customer enters through the door, how should I react? Should I wait for him to give me his order or should I ask him what he needs? After serving him, should I remember what product he took so that I can make it easier for him the next time he visits and anticipate his purchase, or should I let him discover more of our product? The end goal behind all these questions is to try to make the customer experience as pleasant as possible to encourage him to return. This whole thought process was made easier thanks to CRM. This tool, and a practice at the same time, allows to better understand and manage the customer relationship. Indeed, different definitions have been given to CRM: “CRM is understood as a strategy that places the customer at the heart of the company's processes, activities and culture” (Howlett and Rodgers, 2002; Thieriez, 2002), or “CRM as the set of processes and technologies that support the planning, execution and management-coordination of interactions with the customer through different channels” (Wilson, Daniel and Mc Donald, 2001; Hobby, 1999)." Common to all, the customer remains at the heart of this strategy.
In the meantime, the term has clearly evolved and adapted to the changes of the environment and the context in order to keep up with customer expectations. With the rise of technology and social networks, we have seen the emergence of E-CRM and S-CRM. They are born to accompany the constant change in consumer behavior and desires. Today, the use of web 2.0 and especially social networks has a lot of impact on consumer’s purchasing decision. Thus, many companies have decided to be present on different digital channels and adopt a customer relationship strategy via these channels to follow this change and anticipate customer needs.Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572761 PermalinkQualitative Market Research : A Practitioner's and Buyer's Guide / Wendy GORDON / TAYLOR & FRANCIS GROUP (2022)PermalinkQuelle est l'Influence Réelle des Influenceurs ? / Murphy TEGAN / 2022PermalinkResale is the new sale, the sneakers market case. / Axel NDZIE NGONO / 2022PermalinkA study ofthe effect of information consistency on consumers' purchase intention in the context of omnichannel marketing / Ting WANG / 2022PermalinkSustainable clothing purchases: what are the barriers to this type of consumption? / Mélina GUICHETEAU / 2022PermalinkSustainable fashion : between consumer behavior and purchase decision-making, the understanding and identification of sustainability in fast and premium fashion / Anaëlle GEOFFRIN / 2022PermalinkThe creation of a consumer community through the renewal of a luxury brand / David NONROY / 2022PermalinkThe impact of co-branding as a promotional method on brand perception in the fashion industry / Anastasiia SHUMIKHINA / 2022PermalinkThe impact of Digital marketing on consumer purchasing habits / CYNTHIA LAURELLE NGOUONGO / 2022Permalink
LIBRARY - Campus Rouen
NEOMA Business School
pmb
-
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