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TICSynonyme(s)Technologie de l'information et de la communication NTIC |
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How digital influencers leverage the Gen-Z’s purchasing intention in the beauty and fashion industries? / Ahoué Françoise DJIE / 2022
Titre : How digital influencers leverage the Gen-Z’s purchasing intention in the beauty and fashion industries? Type de document : Mémoire Auteurs : Ahoué Françoise DJIE, 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
ACHAT ; MEDIA SOCIAL ; WEBMARKETING
Entreprise
INSTAGRAM ; YOUTUBERésumé : This paper aims to explain the main disruptions that occurred in the beauty and fashion industries this last decade with the rise of digital influencer marketing. We will see steps by steps how in one hand the digital revolution has unfolded in a way where social networks have become the stage for effective marketing strategies and on the other hand how companies that are operating in the fashion and beauty industries manage to conduct effective strategies to sell to generation Z. Finally, we will analyze the key factors that lead to purchase among generation Z by conducting a qualitative field survey and see if the results are in agreement or not with the assumptions Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=568512 How do short videos on social media allow the fitness industry to positively influence the attitude of young adults towards exercising? / Johanna ABESSOLO / 2022
Titre : How do short videos on social media allow the fitness industry to positively influence the attitude of young adults towards exercising? Type de document : Mémoire Auteurs : Johanna ABESSOLO, Auteur Année de publication : 2022 Importance : 28 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
JEUNE ; MEDIA SOCIAL ; VIDEO ; WEBMARKETINGRésumé : Short-form videos on social media provide easy access to new and engaging content, which can be entertaining but also informative and motivational. Moreover, posting short videos on TikTok, Instagram or YouTube has a greater reach than traditional formats. As a result, this format of content can help the fitness industry (gym facilities, personal trainers, fitness influencers) to inspire people, especially young adults (18-30 years old) to have a healthy and sporty lifestyle. In fact, young adults in general spend more time with technology and social media than any other activity and young adulthood is perceived to be a period which can be subject to poor exercise habits. Thus, this paper focuses on how short videos on social media allow the fitness industry to positively influence the attitude of French young adults towards exercising. A quantitative study was conducted with a Qualtrics survey, on a population of 175 people, composed of 69,14% of women, 30,29% of men and 0,57% of non-binary people. This study validated some hypotheses: First, it could be observed that watching short videos related to exercising has an influence on the sports practice of young adults. People who watch a significant number of short videos related to physical activity are more likely to do exercise or change the way they do exercise. It is particularly true among women and people who do exercise at gym facilities. It could also be observed that there is a positive relationship between watching short videos related to physical activity and the motivation to do exercise. However, short videos have not been shown to have a positive impact on people's perception of their bodies. Programme : PGE-Reims Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572158 How has the body positivism movement impacted the representation of female role models on social network? / Marine BENICHOU / 2022
Titre : How has the body positivism movement impacted the representation of female role models on social network? Type de document : Mémoire Auteurs : Marine BENICHOU, Auteur Année de publication : 2022 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 la page. Langues : Anglais (eng) Mots-clés : Management
INTERNET ; FEMME ; IMAGE ; CORPS HUMAINRésumé : In 2021, Internet users around the world spent an average of 2 hours and 24 minutes a day on social networks: they had time to be exposed and even overexposed. This daily exposure can lead to physical comparisons and sometimes to the development of a body dissatisfaction or even a malaise. As a result, some have resorted to temporary physical transformations, such as through photo filters, permanent through cosmetic surgery, or conversely decide to join the body positive movement, based on "the desire for natural representation of bodies, regardless of morphology" but also self-acceptance. Although it is almost 200 years old, its importance has greatly increased since the appearance of social networks.The word of women has indeed been able to free itself since they could count on the support of some and others. Those who joined the movement wished to highlight the diversity of bodies; many brands also took part in it, hence the appearance for several years of women with different sizes, ethnicities, ages or physical characteristics. Thanks to this essay, I hope to be able to answer the following question: "How has the body positive movement influenced the representation of female models on social networks?” Programme : MSc Digital Expertise for Marketing Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572732
Titre : How music has become a 360° experience. A french example: jo&co Type de document : Mémoire Auteurs : Gaïa CHABANIER, Auteur Année de publication : 2022 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 la page. Langues : Anglais (eng) Mots-clés : Management
MUSIQUE ; CULTURE ; INTERNET ; ARTRésumé : In 2022, the ways of receiving music are undeniably different from those of our parents born
in the 1970s. Today, in the age where everything is digitalized, the buzz disappears as quickly
as it appeared and streaming platforms are multiplying. This acceleration and diversification
influence the modes of reception and production of commercial music. Artists, producers and
consumers of music must adapt to these upheavals. In this essay, we will look at the changes
that have taken place in the francophone music industry over the past decade. Throughout
the argument, we will try to adopt successively the point of view of the consumer, the artist
and then that of the various internal actors of the industry, such as the record companies.Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572739 How will the transition to WEB 3.0 enable the change of consumption patterns in the luxury sector? / Elisa ROUSSEL / 2022
Titre : How will the transition to WEB 3.0 enable the change of consumption patterns in the luxury sector? Type de document : Mémoire Auteurs : Elisa ROUSSEL, Auteur Année de publication : 2022 Importance : 25 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
INTERNET ; INDUSTRIE CULTURELLE SECTEUR ; CONSOMMATIONRésumé : Since January 2020, the Covid-19 pandemic has continued to impact all sectors of activity and has therefore forced and driven changes in consumption patterns.
Nevertheless, one sector has been able to take advantage of this because it has been able to adapt very quickly to all these changes: the luxury sector.Indeed, the online consumption of luxury products is more and more present in the consumers' habits and even more today with the emergence of WEB 3.0.This habit is at first sight contradictory because what says luxury, says rather a practice carried out in person: to be accompanied throughout their purchasing process, to benefit from a different experience from that of mass retail, a rarity which is difficult to replicate online...All of these elements have led me to answer the following question:
How will the transition to WEB 3.0 enable the change of consumption patterns in the luxury sector?
Thus, to answer the question, we will first detail and describe the differences between WEB 2.0, the web as we know it today, and WEB 3.0, the web of tomorrow.
In a second step, we will explain and detail the evolution of the different distribution channels in the luxury sector thanks to WEB 3.0. And finally, in order to bring a more concrete answer, I conducted a case study on the famous luxury house of the Kering Group, Gucci, allowing me to detail all its changes allowing its implementation in the WEB 3.0.Bringing in the 3 major WEB 3.0 technologies and applying them to Gucci's future digital strategy in this study allowed us to see the impact on current consumption patterns as well as its growing adoption.Programme : PGE-Reims Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572173 In which ways artists can leverage Digital Marketing activities to sell & advertise their artworks in the NFT new paradigm? / Anthony GALASSO / 2022
PermalinkPermalinkPermalinkSobriété éditoriale : 50 Bonnes Pratiques Pour écoconcevoir Vos Contenus Web / Férréole LESPINASSE / Springer (2022)
PermalinkSocial Media Analytics Strategy : Using Data to Optimize Business Performance / Ursula APRIL / Berkley : APRESS (2022)
PermalinkSocial Media Marketing and its impacts to the Banking and Financial Services sector / Elodie RENAUDIN DIT BAILLIET / 2022
PermalinkThe association between digital hyper-personalization and the confidentiality of customer data: a future challenge for companies, but not without danger for consumers. / AKAABOUN JIBRIL / 2022
PermalinkPermalinkThe impact of employees' expectations on working patterns in entrepreneurial structures / Jason CERQUEIRA / 2022
PermalinkPermalinkThe impact of social media on brand associations for sponsors : the case of Formula one / Estelle RANCOURT / 2022
PermalinkPermalinkPermalinkPermalinkPermalinkTo what extent does the rise in the number of influencers and partnerships change the efficiency of influencer marketing itself? / Eva DUPONT / 2022
PermalinkPermalinkWhat are the dramas that have transformed the newspaper industry over the past thirty years? / Éléonore BONNEAU / 2022
PermalinkWhat 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
PermalinkWhy and how to use online communities as a lever to develop and deploy the low-tech model? / Marie BOURGEOIS / 2022
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