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Management > ENVIRONNEMENT CULTUREL ET ARTISTIQUE > SPORT
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The impact of influencer marketing on consumers’ Buying intention toward dietary supplements: a case study of myprotein / Julie REN / 2022
Titre : The impact of influencer marketing on consumers’ Buying intention toward dietary supplements: a case study of myprotein Type de document : Mémoire Auteurs : Julie REN, 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
PRODUIT ALIMENTAIRE DIVERS SECTEUR ; SPORT ; ACHAT ; MARKETING ACHATRésumé : Nowadays, with the increased use of social media, influencers have become an essential factor for companies to advertise and impact the behavior of consumers towards products and services. Instead of the traditional celebrity endorsements, companies can now promote their products and services on social media through influencers. Influencers can reach their followers and impact their purchase decision and intention. In this thesis, the brand Myprotein has been employed as a case study. This study uses a quantitative approach by conducting an online survey. The study sample consists of participants that know the brand Myprotein and who have been influencers’ followers on social media. A total of 200 usable responses were collected, and the data were analyzed using Jamovi. The main purpose of this thesis is to explore the relationships between influencers’ attributes such as reputation, attractiveness, expertise, quality information, and purchase intention. Theories showcase that those features significantly affect the intent to purchase in other industries such as Fashion. The purpose is to identify whether those features play an essential role in the same case in dietary supplements, products that are linked with health. So, this research only focuses on people who know the brand Myprotein.The key findings are that influencers’ attributes such as reputation and quality information significantly impacted purchase intention. On the other hand, influencers’ attractiveness and expertise have no significant relationship with purchase intention. This is one of the first studies to investigate influencers’ impact on purchase intention in the dietary supplements industry through the brand Myprotein; thus, it enriches the understanding of influencer marketing in this industry. In practice, the findings of this study give some suggestions to companies when they use influencers to build brand awareness and increase sales. The results also have potential applications in other industries that frequently use influencers for marketing purposes. Therefore, this study provides insights to the literature on influencer marketing and has several managerial implications. Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=568517 To what extend do the performances of sports teams have an impact on the sponsor's brand with the consumer ? / Antoine ROUQUET / 2022
Titre : To what extend do the performances of sports teams have an impact on the sponsor's brand with the consumer ? Type de document : Mémoire Auteurs : Antoine ROUQUET, 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 e bouton connexion en haut de la page. Langues : Anglais (eng) Mots-clés : Management
CONSOMMATEUR ; MARQUE ; SPORTRésumé : The purpose of this research is to analyze the impact of long-term team performance on consumers through their attitude to the brand sponsoring the team and their intention to purchase. Based on previous research conducted, this relationship is analyzed while introducing a moderator which is the congruence or fit between a sponsored team and its sponsor brand. Here, the following question will be studied: To what extent do the performances of sports teams have an impact on the sponsor's brand with the consumer?Quantitative research was design to analyze these effects. Based on a questionnaire designed with Qualtrics.com, 143 responses from several social networks (i.e., Schools, LinkedIn, Facebook,Instagram) were analyzed to confirm or disconfirm four hypotheses. This study confirmed assumptions made, finding that the long-term performance of a team impact positively the consumer’s attitude to the sponsor brand and intention to purchase. Also, these findings suggested a moderating effect of perceived congruence/fit between the team and its sponsor, strengthening the positive effects of long-term team performance on attitude to the brand and intention to purchase. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=566725 What impact do the Olympic Games have on host cities ? / Célia ROUSSELET / 2022
Titre : What impact do the Olympic Games have on host cities ? Type de document : Mémoire Auteurs : Célia ROUSSELET, Auteur Année de publication : 2022 Importance : 42 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
SPORT ; RELATIONS INTERNATIONALES ; ENVIRONNEMENT ; POLITIQUE INTERIEURE
Entreprise
VILLE D'ALESRésumé : The Olympic Games. A few words that immediately enthrall and bring to mind many images. The elegance and beauty of sport, the medals, the world records, the suspense of watching our team or nation play, the pleasure we feel when a sportsman or sportswoman of our own nationality wins or performs a masterstroke. So many moods and feelings that pierce our hearts when watching the Games and make them a beautiful interplanetary event. The Olympic games are noble. If we look a bit at their history, the Games goes back to Antiquity and takes its roots in Greece in the Peloponnese, about 3,000 years ago. Sports competitions organized in Olympia were held every four years and took the name of Olympic Games.
Researchers and economists have come to consensus on how much money a nation may generate from hosting the Games more than a century after Pierre De Coubertin conceived of the first modern Olympic Games. The International Olympic Committee (IOC) has made it clear that it prefers industrialized nations to host the Olympic Games during the XXth century. However, at the beginning of the twenty-first century and with the advent of new developing nations, the IOC was forced to diversify the host cities and nations so that these emerging superpowers might also profit from the organization of such a major event. However, this modification brought new difficulties in terms of what people expect from the IOC.Programme : MSc International Project Development Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564594 Can the Olympic Games become more socially and environmentally responsible for host cities? / Steven ROLIN / 2021
Titre : Can the Olympic Games become more socially and environmentally responsible for host cities? Type de document : Mémoire Auteurs : Steven ROLIN, Auteur Année de publication : 2021 Importance : 24 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
ENVIRONNEMENT ; POPULATION ; SPORTRésumé : Even though the Olympic Games are firstly the greatest sport event in the planet, it is also the occasion, for various actors, to share global messages with the goal to let the humanity grow, become more united and aware of fundamental issues. It has even become one of the missions of the international Olympic committee to promote values such as equality, freedom, respect and tolerance within the organization of the Games. However, the committee has faced growing critiques concerning almost every single edition of the event these last twenty years. As a sport fan, and more generally, a citizen convinced that a lot has to be done to promote social justice and preserve the environment, I decided to have a deeper look at, why the Olympic Games are facing more and more criticism every four years. Thus, this final dissertation will focus on how the IOC and host cities could organize a greener event, which would bring more benefits to the local citizens on the long run and lead the host city and its entire region to take advantage on the organization of the Olympic Games to become a world leader in social and environmental responsiveness. Programme : MSc Global Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=536786 Comment améliorer la performance financière des clubs de footbal professionnel en France ? / Clément MAZILLE / 2021
Titre : Comment améliorer la performance financière des clubs de footbal professionnel en France ? Type de document : Mémoire Auteurs : Clément MAZILLE, Auteur Année de publication : 2021 Importance : 48 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 : Français (fre) Mots-clés : Management
FINANCEMENT ; JEU ; PERFORMANCE ; SPORTRésumé : La crise sanitaire a accentué la fragilité de l’environnement dans lequel les clubs de football professionnel français peinent déjà à avoir des perspectives à long terme. En effet, entre 1975 et 2018, 81 clubs professionnels ont fait faillite en France (cessation de paiement). La sanction de la part des instances est la rétrogradation en championnat amateur ce qui induit des années pendant lequel le club ne pourra plus profiter des revenus et avantages des ligues majeures. C’est donc la « mort du club » (Carin, 2019). De plus, le sport professionnel est un domaine d’activité particulier avec des attentes et des objectifs spécifiques. Certains possèdent un club pour la passion, leur objectif n’est donc pas de créer du profit. Néanmoins, entre le profit et la faillite, il y a la possibilité de gérer le club de façon à ce que celui-ci puisse se pérenniser dans le temps. Le football est le sport le plus pratiqué au monde. C’est ainsi, que le football est devenu un pan économique mondial qui cristallise de plus en plus d’investissements. Les trente-deux plus grands clubs de football professionnels en Europe sont valorisés à un total de 32,5 milliards d’euros. (KPMG, 2018). Par conséquent, on peut se demander pourquoi le football professionnel attire autant de revenus mais n’arrive pas à dégager du bénéfice ? A qui profitent ces milliards d’euros ? Programme : PGE-Reims Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538356 Comment maximiser les retombées économiques et sociales du sport et des événements sportifs ? Le cas du basketball en France. / Théo VOURCH / 2021PermalinkContributions of digitalization on customer experience in physical stores for the sports sector / Romain DE LAMBILLY / 2021PermalinkLa COVID-19, destruction créatrice pour l’industrie musicale ? / Coralie GRASLIN / 2021PermalinkFootball Business: Which shareholding strategy to adopt? Publicly listed club VS equity owned club, the case study of the two Manchester clubs. / Hugo SAGRANDI / 2021PermalinkHow do social media and fitness influencers positively impact our attitude towards sport, during the COVID-19 pandemic? / Alexane BAILLIF / 2021PermalinkLes influences sur les sources de financements et les choix d’investissements des clubs de football professionnels : une comparaison franco-allemande / Cedric ARRETZ / 2021PermalinkMarketing d’influence et Marques de Sport / Alexis GOSSET / 2021PermalinkMobile application for physical activities during the covid 19 crisis / Maude OLLIVIER / 2021PermalinkThe introduction of voguing and waacking into Parisian cultural venues : From recognition opportunities to cultural appropriation of two underground dances / Constance BIDAUT / 2021PermalinkThe position of E-sports in our societies: Is the Covid crisis resulting in more legitimacy for e-sport as a sport- like entertainment in consumers’ perception? / Jean MADAULE / 2021Permalink
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