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Gamification through Augmented Reality in the tourism industry / Marine VUILLEMIN / 2020
Titre : Gamification through Augmented Reality in the tourism industry Type de document : Mémoire Auteurs : Marine VUILLEMIN, Auteur Année de publication : 2020 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 page. Langues : Anglais (eng) Mots-clés : Management
TECHNOLOGIE ; TOURISME ; CONSOMMATEURRésumé : The use of gamification through Augmented Reality (AR) is gaining ground in the marketing strategies of the Destination Marketing Organizations (DMOs). It has been noticed that marketing specialists and brands start developing these new digital tools in which AR and gamification work together to create exciting experiences for travelers. To be relevant, brands and DMOs should start developing these gamified applications in a way which will differentiate them from the competitors and create conversion. The present quantitative study highlights the gamification features through AR that have the major positive impact on the traveler buying decisions. It is shown in this study that the use of immersion features will facilitate higher feelings towards the brands and generate a buying decision from the users. Therefore, marketers should improve the immersion elements by using AR in order to make the travel a living game. Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529812 Happiness and the perception of social superiority portrayal in advertising / Oriane VAN WESTERLAAK / 2020
Titre : Happiness and the perception of social superiority portrayal in advertising Type de document : Mémoire Auteurs : Oriane VAN WESTERLAAK, Auteur Année de publication : 2020 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
PUBLICITE ; BONHEUR ; CONSOMMATEURRésumé : This research contributes to the literature on the influence of emotions on the perception of
an advertising. The heart of the subject is to analyse whether happiness impacts the attitude
consumers hold towards an advertising depicting social superiority and towards the brand
depicted in it. The aim is to demonstrate that the more people are satisfied with their life the
more likely they are to hold a positive attitude towards the emphasis of social superiority.. We
also want to prove that the perception of authentic versus hubristic ride in the advertising has a
mediation effect in this relationship. Happiness influences how we perceive the ad and the
expression of pride displayed in it, which ultimately impacts our attitude towards this ad and
towards the brand.
The findings of this study will provide recommendations to marketing managers about
which emotions to convey through their advertising and what to take into consideration in the
design of these advertisings. More specifically, we want to inform them on whether social
superiority is a good element to depict in it if they want consumer to hold a positive attitude
towards the communication.Programme : PGE-Rouen Spécialisation : Tactique management et gestion face au réel Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531696 HOW DOES IDENTITY-BASED CONSUMER BEHAVIOR ON CHINESE GENERATION Y MOLD THE LUXURY BRAND’S DOUYIN MARKETING STRATEGY? / Jinyi XIONG / 2020
Titre : HOW DOES IDENTITY-BASED CONSUMER BEHAVIOR ON CHINESE GENERATION Y MOLD THE LUXURY BRAND’S DOUYIN MARKETING STRATEGY? Type de document : Mémoire Auteurs : Jinyi XIONG, Auteur Année de publication : 2020 Importance : 61 p. Langues : Anglais (eng) Mots-clés : Management
CHINE ; COMPORTEMENT ; CONSOMMATEUR ; RESEAURésumé : Identity-based consumer behavior has been one of the important factors for individuals while consuming luxury products, and nowadays the generation Y turns to be the biggest spender in this market. And social media has been widely used by the generation Y. As we can find lots of research talking about how identity-based consumer behavior influences social media marketing strategy, but there is an absence of analysis regarding the identity-based consumer behavior on generation Y, especially in the Chinese market. Also, as we can see the young generation uses social media, especially Douyin a lot nowadays, it would be interesting to analyze the subject of identity-based consumer behavior then adapt the social media strategy. The main purpose of the study is to examine the impact of identity-based consumer behavior on generation Y in China towards the Douyin marketing strategy of luxury brands based on an extended model that integrates the constructs of different identity types, social identity, self-identity. The results will indicate that the hypotheses associated with the relationships between social identity and other independents variables determinants (e.g., attitude, intention to purchase luxury fashion) and between self-identity and determinants as well. The conclusions drawn from the hypotheses will then be utilized to develop possible marketing strategies.
This study is the first that integrates identity-based consumer behavior with Chinese generation Y to explain how luxury brands should develop their Douyin marketing strategies. The findings can help marketers to develop effective social media, especially Douyin marketing strategies in order to stay competitive.Programme : MSc Supply Chain Management Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=534350 How does netflix influence users' consumption: A qualitative understanding of binge-watching habits on a streaming platform / Sarah HYMBERT / 2020
Titre : How does netflix influence users' consumption: A qualitative understanding of binge-watching habits on a streaming platform Type de document : Mémoire Auteurs : Sarah HYMBERT, Auteur Année de publication : 2020 Importance : 34 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
ANALYSE QUALITATIVE ; COMPORTEMENT DU CONSOMMATEUR ; CONSOMMATEUR
Entreprise
NETFLIXRésumé : Technologies change our habits and consumption in many domains. For example, Netflix and binge-watching topics have been under researchers’ investigation due to the excessiveness of the phenomenon. Some called it: ‘the Netflix effect’ (McDonald & Smith-Rowsey,2016). However, the link between the platform and consumer tendencies has never been dig in. This research will discover:
How does Netflix influence users’ consumption?
Through this research paper, an in-depth analysis is conducted over data collected from face- to-face interviews and an observation on each interviewee’s Netflix home page. The results show that for many Netflix is seemed as a guarantee of quality for series. Their originals are the reference in nowadays mainstreamed series. In contrast, Netflix neglects the older generation and the films section. The 50-65 years old group is not the targeted audience. The content and communication are not destined to them. So, they are slowly adapting to this new media. It can be helped by improving the quality of their films.Programme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531024 How does Yuka mobile application influence consumer behaviours? / Julie DECLUNDER / 2020
Titre : How does Yuka mobile application influence consumer behaviours? Type de document : Mémoire Auteurs : Julie DECLUNDER, Auteur Année de publication : 2020 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 page. Langues : Anglais (eng) Mots-clés : Management
CONSOMMATEUR ; CONSOMMATION ; ACHATRésumé : Purpose: The aim of this paper is to determine the impacts of the Yuka mobile application on the consumers ‘behaviours: Does it affect the purchase intention, the brand preference, the brand trust and the brand loyalty?
Research question: How does Yuka mobile application influence consumer behaviours?
Hypotheses:
- Yuka has a positive influence on purchase intention of healthier food product
- Yuka has a positive influence on brand preference of healthier food products
- Utilization of Yuka increases consumer’s trust in healthier food products
- Yuka has a positive influence on brand loyalty of healthier food productsProgramme : PGE-Rouen Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=529823 L’impact des campagnes automatiques sur la fidélité du consommateur / Ombeline FAURE / 2020PermalinkL’impact de la disparition des cookies sur le ciblage publicitaire / Pierre-Etienne GAMBART / 2020PermalinkIn a sensitive environmental and social context, what are the actual and possible changes in consumer behaviour regarding ethical fashion purchasing? / Solène DUCIEL / 2020PermalinkIn a sensitive environmental and social context, what are the realized and possible evolutions of consumer behavior in terms of ethical fashion? / Marion CARNOIS / 2020PermalinkInfluence of Augmented Reality on the Buying Decision Online / Maude SEMMOUNE / 2020PermalinkInnovative solutions for consumer health and well-being / Sophie BELLOEIL / 2020PermalinkLocation and purchase conditions: investigate the consumer’s proneness to buy counterfeit luxury products / Yanelle BENYOUNES / 2020PermalinkOnline visual merchandising and its impact on consumer purchase intent / Khaoula ZOUAOUI / 2020Permalink« Origin, transformation and representation of exotic skins and furs in the luxury industry: between fascination and resistance, how consumers’ moral judgment impacts final perception of the brand? » / Clémence VILT / 2020PermalinkPourquoi développer une inclusion durable dans les entreprises de mode et faut-il le faire ? / Alexa Mariana AMIRI / 2020Permalink
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