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The role of influencers in consumers’ purchase intention / Julie ZINS / 2022
Titre : The role of influencers in consumers’ purchase intention Type de document : Mémoire Auteurs : Julie ZINS, Auteur Année de publication : 2022 Importance : 36 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
MEDIA SOCIAL ; COMPORTEMENT DU CONSOMMATEUR ; COMPORTEMENT ; GESTION DE CONTENU
EntrepriseRésumé : Influencers have become essential actors for brands that use them more and more in their marketing strategy. Indeed, according to a study conducted by Hubspot (2022), 85% of marketing professionals aim to increase their brand awareness thanks to influencers.The massive use of influencers by brands plays a role in the buying behavior of consumers through different levers: behavior, awareness and content. We were able to observe, through the empirical study, that the behavior and the notoriety of an influencer do not play a major role in the purchase intention of consumers. They are seen as untrustworthy people with a profit motive more important than sincerity. Surprisingly, we also found that the size of the community (the number of subscribers) does not have an impact on the purchase decision. However, we can see that the content through its characteristics and the arguments of the influencer have an influence on the consumer's buying behavior. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572775 To what extent does the rise in the number of influencers and partnerships change the efficiency of influencer marketing itself? / Eva DUPONT / 2022
Titre : To what extent does the rise in the number of influencers and partnerships change the efficiency of influencer marketing itself? Type de document : Mémoire Auteurs : Eva DUPONT, 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
PUBLICITE ; WEBMARKETING ; SITE INTERNET ; INTERNETRésumé : Previous research examined influencers and influencer marketing, but as a fast-growing industry where new platforms have emerged, it is a real need to keep on updating and analyzing this ecosystem. Thanks to a qualitative study, this paper examines first the empirical success factors of influencer marketing in a context of a fast-growing number of influencers. On the one hand, this paper also focuses on the consequences of a rise in the number of influencers. It shows the term “influencer” nowadays is negative. That’s why, followers tend to sort their favorite influencers and make a short list of those who deserve their support in terms of engagement or purchase intentions. Short format platforms also play a role in how followers manage their time for engagement and support. And on the other hand, it examines the consequences of a rise in the number of partnerships where influencers who are doing a lot of partnerships are seen as less authentic and less sincere and where the image of partnerships is deteriorated by the rise in fraudulent partnerships. As a result, this paper shows influencer marketing is under threat. Finally, recommendations are given to companies in terms of influencer marketing strategies and brand image. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572746 What are the dramas that have transformed the newspaper industry over the past thirty years? / Éléonore BONNEAU / 2022
Titre : What are the dramas that have transformed the newspaper industry over the past thirty years? Type de document : Mémoire Auteurs : Éléonore BONNEAU, Auteur Année de publication : 2022 Importance : 30 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 ; MARCHE ; PRESSERésumé : This dissertation is giving an overview of the dramas that occurred in the newspaper industry during the last three decades. It is completing the research that have been done before by trying to formulate an exhaustive explanation to the current situation of the press today. The purpose of this work was to analyze all the components of the newspaper marketplace, and to understand the interconnections between all these components. They are gathered in three categories: the emergence of the internet as an external threat, the economic situation of the newspapers today and the evolution of the consumer behavior in this environment. The research question is: What are the dramas that have transformed the newspaper industry over the past thirty years? Through a qualitative method, and more particularly a discourse analysis this dissertation shows how the internet, the economic structure of the press, and the consumer behavior have transformed the newspaper industry. Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=568511 What 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
Titre : What is the impact of product placement made by influencers on social media on the end-consumer’s brand perception and purchase intention? Type de document : Mémoire Auteurs : Zaina KACHAD, Auteur Année de publication : 2022 Importance : 30 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
PUBLICITE ; WEBMARKETING ; COMPORTEMENT DU CONSOMMATEUR ; INTERNETRésumé : In today's world where social media is an integral part of our daily lives, influencer marketing, as a new marketing method, has become increasingly influential on consumers' daily behaviours. The purpose of this thesis is to show whether different attributes of a product placement on social media, made by influencers, can directly impact the consumer’s brand perception and therefore his or her intention to purchase the product or service in question. At the beginning of this paper, a comprehensive literature review was conducted, which was used to filter out the different definitions that were considered as relevant and interesting in connection with the topic dealt with in this piece of work. With the help of a conceptual model, which also was set up within this thesis, three hypotheses were formulate that were tested by a quantitative study carried out using an online questionnaire. The last section of this paper was dedicated to the discussion of the results and the implications of the research. Programme : MSc Digital Expertise for Marketing Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572754 Why and how to use online communities as a lever to develop and deploy the low-tech model? / Marie BOURGEOIS / 2022
Titre : Why and how to use online communities as a lever to develop and deploy the low-tech model? Type de document : Mémoire Auteurs : Marie BOURGEOIS, 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 ; PROTECTION DE L'ENVIRONNEMENT ; CREATION DE VALEURRésumé : With the environmental impacts caused by our current production and consumption model, and driving it to its jeopardy, it is important to shed light on new business models opportunities capable of achieving ecological transition and of driving a sustainable way of life. The low-tech approach suggests a new model for businesses and society to develop, but is unfortunately understudied. On the contrary, High-Tech solutions are addressed by a large body of research with an increasing interest in Online Communities: those platforms that gather people virtually. The purpose of this article is to highlight how low-tech can become the new normal, using online communities, aiming to connect people and empower them through knowledge sharing. This paper relies on two studies: a qualitative study based on in-depth interviews, and a netnography based on the analysis of an online community. This article provides three main contributions. First, it emphasizes a new definition of low-tech, understanding it as a systemic and economic approach towards sustainability. Second, it presents the fit between the criteria of low-tech, and the characteristics of online communities, opening paths for low-tech entrepreneurs to improve and scale their solutions using crowdsourcing, sharing their knowledge and relying on the sense of community of the users. Third, it sheds light on conviviality and offline communities as required mindset and settings to develop and scale low-tech projects. This paper advises low-tech entrepreneurs to capitalize on the full potential of online communities by 1) sourcing knowledge and invite users’ to participate int the solutions’ development, 2) sharing knowledge and encourage users’ to replicate it in order to 3) take advantage of the community to gain in visibility and being able to scale their project and deploy it glocally thanks to local communities building. This is the first paper to bridge the gap between low-tech and high-tech solutions by evaluating the value creation potential of online communities for low-tech projects development and deployment. It also adds to the very few articles concerning low-tech sectors and opens the conversation on omnichannel social structures. Programme : MSc Digital Expertise for Marketing Spécialisation : Digital Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=572735 Will the digital era mark the end of the traditional movie theater industry? / Hector BALLNER / 2022PermalinkL’expérience vécue par les clients d’entreprises de services du numérique (ESN) / Alexandre SCHMIDT / 2021PermalinkHow do social media and fitness influencers positively impact our attitude towards sport, during the COVID-19 pandemic? / Alexane BAILLIF / 2021PermalinkHow to create a cost-efficient supply chain for local sourcing restauration / Gauthier TAYLOR / 2021PermalinkPermalinkReduction of delivery times for e-commerce companies in major french cities / Sylvain MORAND / 2021PermalinkWhat are the semiotics mechanisms used by champagne brands to incite consumer desire on instagram? / Julie CERVANTES / 2021PermalinkWhat are the strategic and marketing challenges of innovation for original content made by video streaming services? / Clément DUFOUR / 2021PermalinkWhat is the impact of User Generated Content and Social Media Influencers on customer behavior about cosmetic products? / Amélie PETIT / 2021PermalinkAnalysis of the relationship between crowdfunding results and the usage of social media by social entrepreneur / Yushi ARAI / 2020Permalink
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