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How can luxury brands attract and engage with Generation Z through Social Medias? / Tiphaine DAUDET / 2022
Titre : How can luxury brands attract and engage with Generation Z through Social Medias? Type de document : Mémoire Auteurs : Tiphaine DAUDET, 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
INDUSTRIE DU LUXE SECTEUR ; INTERNET ; SITE INTERNET ; WEBMARKETINGRésumé : This paper treats of the shift that needs to be taken by the luxury industry following the digitalization of platforms and the upcoming change of customers with the arrival of Generation Z on the luxury consumer market. This novelty creates challenges, balance between tradition and modernization must be taken into consideration in order to gain market shares thanks to a new segment without losing the old ones. The questions of channels, messages, spokesperson and frequency will be discussed. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572744 How can luxury brands engage in e-commerce while preserving their product scarcity and the premium customer experience? / Sofia FATES / 2022
Titre : How can luxury brands engage in e-commerce while preserving their product scarcity and the premium customer experience? Type de document : Mémoire Auteurs : Sofia FATES, 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
MARQUE ; INDUSTRIE DU LUXE SECTEUR ; IMAGE DE MARQUE ; INTERNETRésumé : E-commerce has been booming for a few years now, made up of giants which have made ecommerce their core business: the pure players or the click-and-mortar. Although most brands have taken to it, there are still exceptions, especially in the luxury sector, where an large number of luxury brands are still reluctant to integrate e-commerce in their distribution strategy. Indeed, starting to sell articles on websites where everyone can have access to their product could jeopardize the notion of exclusivity, so precious for them. The purpose of this paper is to understand what aspects are the most important and essential to luxury shoppers during their buying process and how important the notion of scarcity and exclusivity is to them. This will give us guidance to advise brands on how to manage these notions if they intend to engage in e-commerce. To answer this, a qualitative study was conducted: 7 female and 3 male respondents, aged 25 to 55 who already bought or might buy a luxury item in future have been interviewed. It has been shown that online luxury shoppers are very attached to the notion of exclusivity and need to feel privileged even during a behind the screen experience. Although most respondents found the in-store experience to be far inferior to the online experience in terms of service, prestige and recognition, it was demonstrated that a luxury brand today should engage in e-commerce for business, and modernization reasons and to remain closer to their customers, but by respecting specific luxury codes to remain exclusive. All in all, this paper aims to give guidance on how luxury brand can take advantage of ecommerce, by keeping the historical and key attributes of a luxury brand, namely their product scarcity and their customer experience. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572747 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 How music has become a 360° experience. A french example: jo&co / Gaïa CHABANIER / 2022PermalinkHow will the transition to WEB 3.0 enable the change of consumption patterns in the luxury sector? / Elisa ROUSSEL / 2022PermalinkIn which ways artists can leverage Digital Marketing activities to sell & advertise their artworks in the NFT new paradigm? / Anthony GALASSO / 2022PermalinkIs the strategy of Social CRM still a choice for companies? / Yasmine LAHRICHI / 2022PermalinkSocial 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 / 2022PermalinkTHE FRENCH NEWS PRESS IN THE DIGITAL AGE / Ma'ili SILVESTRE / 2022PermalinkThe impact of iot on procurement and traceability in the food industry / Aurélie PLUMARD / 2022PermalinkThe impact of social media on brand associations for sponsors : the case of Formula one / Estelle RANCOURT / 2022PermalinkThe Metaverse: Opportunities and Challenges for the Banking sector. / Adam BENICHOU / 2022Permalink
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