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How streaming platform's feature are impacting the music listenning habits of the generation Z ? / Romain POUYES / 2022
Titre : How streaming platform's feature are impacting the music listenning habits of the generation Z ? Type de document : Mémoire Auteurs : Romain POUYES, Auteur Année de publication : 2022 Importance : 29 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
COMPORTEMENT DU CONSOMMATEUR ; CONSOMMATION ; MUSIQUERésumé : Considered a real breakthrough for music industry, music streaming is the main way to listen to music nowadays. I t can be used on any electronic platform and can be used anywhere and at any time. The benefits of applications are numerous and provide users with an impressive music library at their fingertips.The aim of this paper is to study and investigate the consequences that streaming platforms have on the music listening habits of a generation (generation Z) through their implementation of numerous features. Streaming technology is bound to have an impact on our music listening habits and behavior.The study put forward in the paper included several hypotheses. Conviviality and musical diversity are directly related to the use of smart playlists when the emotion and sharing of music is mixed with the use of a premium version (offering a full range of features). Hypotheses on conviviality and musical diversity contexts show an impact of the use of smart playlists when premium versions do not have a direct influence on the emotion sought in the music as well as on the musical sharing. The results are different depending on the variables, but they show the purpose for which Generation Z uses streaming today and allow us to understand what is desired, what is not expected by this generation or what is not well enough developed by the platforms. This understanding thus offers clues as to how streaming platforms can develop to better accommodate the desires of Generation Z. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=567377 How the concern of ecology and CSR impact customer buying intention? / Mathieu PINEIRO / 2022
Titre : How the concern of ecology and CSR impact customer buying intention? Type de document : Mémoire Auteurs : Mathieu PINEIRO, 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 la page. Langues : Anglais (eng) Mots-clés : Management
ECOLOGIE ; COMPORTEMENT DU CONSOMMATEUR ; STRATEGIERésumé : The concern for the environment is changing the way we consume. Consumers are more and more sensitive to this cause and are looking to buy differently. As for the company, it is trying to reinvent itself and improve its image by promoting CSR (Corporate Social Responsibility) concepts to the consumer. The objective of this article is to examine the impact of ecological concerns and CSR on purchase intention. A qualitative study using semi-directive interviews was conducted with 14 respondents in France. The validation of the hypotheses through the analysis of the interviews proved that ecological concerns and CSR have a real impact on the individual's behaviors related to
purchase intention. Other variables also have a significant moderating influence on this point. Recommendations were proposed to companies in order to give them the keys to carry out marketing campaigns related to CSR with high commitment.Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572766 How the conjunction of sensory and digital marketing influence consumer’s purchase experience in the fragrance industry? / Pauline BOSSON / 2022
Titre : How the conjunction of sensory and digital marketing influence consumer’s purchase experience in the fragrance industry? Type de document : Mémoire Auteurs : Pauline BOSSON, Auteur Année de publication : 2022 Importance : 43 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
COMPORTEMENT DU CONSOMMATEUR ; COSMETIQUE ET PARFUMERIE SECTEUR ; MARKETING SENSORIELRésumé : The world is going digital, and brands need to adapt and to find solutions to market, position and sell their products online to the new generations that are more and more connected. Sensorial marketing is one of the most powerful tools of the shopping experience in stores but how to transpose it to marketing digital? Is phygital the future? My research tries to answer these questions across the spectrum of the perfume industry. After doing the literature review of marketing, sensorial marketing, digital marketing and phygital I will analyse the perceptions of perfume consumers of online shopping experience and make them live a sensorial experiment to find out if they are receptive to this technique and what the reasons are for this in order to provide study elements for professionals in this sector. Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564561 How the streetwear has impacted the fashion industry? / Paul BLANQUET / 2022
Titre : How the streetwear has impacted the fashion industry? Type de document : Mémoire Auteurs : Paul BLANQUET Année de publication : 2022 Importance : 27 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
MODE ; TECHNIQUE DE VENTE ; INDUSTRIE DU LUXE SECTEURRésumé : This study aims to understand the impact and what has brought streetwear to the fashion industry as a whole and therefore how much it has affected customer interactions. Several studies have shown the contribution of certain streetwear brands or testify to changes in the fashion industry, but rarely directly on the impact that this culture has had in general. Indeed, streetwear brings back a certain clientele that is different from those who currently have purchasing power, and therefore brings with it a new way of consuming and imposes new codes on the rest of the industry, as it has already established its own codes in its universe. A qualitative study was conducted with 10 people, in the form of an interview, who are consumers of streetwear and who are part of this cohort of customers. This study highlighted what was important to this generation, how streetwear has impacted them by following trends on networks like Instagram, how streetwear has or has not led them to test new purchasing practices, but also by seeing how much the choice of streetwear designers or muses has changed their way of seeing certain brands that were not necessarily accessible to them. Programme : MSc International Sales Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=574490 How to implement Memetic Power in Luxury Fashion Communication Strategies? / Marco SALCINI / 2022
Titre : How to implement Memetic Power in Luxury Fashion Communication Strategies? Type de document : Mémoire Auteurs : Marco SALCINI, Auteur Année de publication : 2022 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 la page. Langues : Anglais (eng) Mots-clés : Management
COMMUNICATION ; COMPORTEMENT ; COMPORTEMENT DU CONSOMMATEUR ; INDUSTRIE DU LUXE SECTEUR ; MARQUE ; POLITIQUE DE COMMUNICATION ; STRATEGIERésumé : Proximity to the consumer and high involvement towards the brand in luxury fashion have traditionally meant low luxury value of the brand (Park et al., 2018), confirming the conceptual link to the traditional attributes of distance and scarcity at the very basis of the notion of luxury (Kapferer and Bastien, 2009).
In 2019, however, Laura Sherman for Business of Fashion, in “Traditional PR Doesn’t Work Anymore. Here’s What Does” stated that traditional ways to communicate are no longer effective. After several interviews with Luxury Fashion communication professionals, she asserted that brands were supposed to be friendlier, more relatable, and closer to the consumers and to give the buyers an actual reason to talk about them. Among the thriving brands, she mentioned Simon Porte Jacquemus, and defined his eponymous brand as a “perfect meme fodder”. Sherman’s article also confirms existing literature on the fact that traditional celebrity placement doesn’t work either. Indeed, celebrity marketing might be effective to raise awareness (Campbell and Farrell, 2020) for low and medium involvement products (Khan and Chapa, 2021), therefore not luxury fashion, but macro, micro and even nano-influencers - those with less than 10,000 followers as per Campbell and Farrell (2020) - who are closer to the public and to whom the average users mirror themselves, result more believable, as they are more authentic and relatable (Khan and Chapa, 2021; Campbell and Farrell, 2020). On this note, memes can be considered a very popular tool for Generation Z to market luxury fashion brands, especially on platforms such as TikTok (Edelmann, 2020), due to their ability to convey direct, authentic messaging (Shifman, 2018) to a sharply targeted community and for their ability to go viral (Zanette et al., 2019). Nonetheless, until today, there are no contributions in scientific literature investigating the possible applications of memes in luxury fashion communication. Hence, in this dissertation, I would like to contribute to the conversation, and inspire other academics to further investigate this topic.Programme : MSc Luxury Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564587 L’impact des influenceuses/eurs sur le choix des consommateurs. / Ulrich LEPAGE / 2022PermalinkImpact of a non-alcohol claim on a bottle on the way people intend to purchase it : the example of gin / Joséphine KLINGER / 2022PermalinkInfluence of COVID-19 on consumer behavior in different spheres of luxury industries: / Sofiya SHIGAPOVA / 2022PermalinkIs it essential for fashion brands to do influencer marketing nowadays / Rebecca HORCHOLLE / 2022PermalinkIs the strategy of Social CRM still a choice for companies? / Yasmine LAHRICHI / 2022PermalinkPermalinkQualitative 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 / 2022Permalink
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