Mots-clés
Documents disponibles dans cette catégorie (534)
Ajouter le résultat dans votre panier Faire une suggestion Affiner la recherche
Etendre la recherche sur niveau(x) vers le haut et vers le bas
Luxury brands and their Beauty segment in France: Expectations of the new generation of customers through digital advertisin / Chloé MATHIEU / 2023
Titre : Luxury brands and their Beauty segment in France: Expectations of the new generation of customers through digital advertisin Type de document : Mémoire Auteurs : Chloé MATHIEU, Auteur Année de publication : 2023 Importance : 31p. 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) Langues originales : Anglais (eng) Mots-clés : Management
INDUSTRIE DU LUXE SECTEUR ; PUBLICITE ; WEBMARKETINGRésumé : The main purpose of this dissertation is to study in depth the luxury industry and its beauty segment in France and to identify the expectations of the new generations through digital advertising. This subject is particularly relevant to me because through my various professional experiences, I have progressively specialized in this field, and I would like to fully understand what the new generations, and particularly the Gen-Z, expect from luxury brands in order to be able to define communication strategies adapted to these expectations in the future.Although the question is at the core of luxury industry studies, we don't have a clear answer about what actions to take to meet the expectations of these new consumers and therefore we will ask ourselves here: What are the expectations of the new generation of consumers regarding digital advertising in the luxury cosmetics industry in France?In order to answer this question and given that we intend to study this question from a consumer point of view, our choice of methodology is based on a survey (quantitative study) that will allow us to collect information from a large number of consumers and potential consumers of these new generations. We hope to understand what the new generations expect, what their major interests and issues are and how they would like brands to respond and act in the future in terms of innovations and engagements. In this way, we will be able to draw clear conclusions and appropriate recommendations to bring to the luxury brands and consider them for my future career. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581977 Should industrial food brands include LGBTQ+ individuals in their advertisements and communication? And how ? / Louise GRZESIAK / 2022
Titre : Should industrial food brands include LGBTQ+ individuals in their advertisements and communication? And how ? Type de document : Mémoire Auteurs : Louise GRZESIAK, Auteur Année de publication : 2022 Importance : 25 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
COMMERCE DE DETAIL ALIMENTAIRE SECTEUR ; COMMUNICATION ; PUBLICITERésumé : In France around 4% of the population identifies itself to the LGBTQ+ community. In 2014 France passed a Law to legalise same-sex marriage. Last year in the USA many companies boycotted states that did not support the rights of LGBTQ+ communities. And the month of June is now dedicated to advocating for the rights of this community around the world. The aim of this dissertation is to understand to what extent, brands from the food industry can communicate to the LGBTQ+ community and how. Research collected through social media, mostly among 20 – 25-year-old people, both from or not from the LGBTQ+ community provide some interesting results. Authentic communication is the most important factor to consider when communicating inclusively. The members of the LGBTQ+ community would like to be represented in the brands’ communication as it could help ‘normalise’ LGBTQ+ acceptance. However, most non-LGBTQ+ respondents do not understand the need for LGBTQ+ inclusive communication in the food industry. Finally, attention should be made to which gender couples are used in adverts. These findings indicate, a need for brands from the food industry to communicate inclusively by the LGBTQ+ community. And mostly a need for companies to “walk the talk” when it comes to advocating for LGBTQ+ rights Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=566729 The impact of digitalisation on the advertising industry / Marion BONNE / 2022
Titre : The impact of digitalisation on the advertising industry Type de document : Mémoire Auteurs : Marion BONNE, Auteur Année de publication : 2022 Importance : 22 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
CONSEQUENCE ; PUBLICITE ; WEBMARKETINGRésumé : Digitalization has invaded all sectors of activity, and advertising has not escaped this phenomenon, quite the contrary. Indeed, it is one of the sectors that has been most impacted since advertising methods have changed radically over the last few years. To define this phenomenon, we can say that it is a process that aims to transform traditional processes, objects, tools or even professions through digital technologies in order to make them more efficient. Digital transformation has existed since the arrival of the internet. For example, mail has been replaced by e-mail, shops by online shops and trade fairs by web forums. But is it always beneficial? Does this transformation always bring only positive benefits to the affected sector? How has digitalisation improved the concept of advertising? Has it made advertising communication easier? This transformation has had many impacts on our society and many questions arise from it. We can ask ourselves more specifically about the impact of digitalisation on the advertising sector. Advertising has evolved a great deal over the course of history to arrive at its current state. Many elements have accompanied this transformation which today has a real impact and consequences on the workings of this sector and our society. Programme : Global BBA Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=562226 The influence of green advertising on purchase intention of green cosmetics, regarding the rise of greenwashing concern / Julia LAPRAY / 2022
Titre : The influence of green advertising on purchase intention of green cosmetics, regarding the rise of greenwashing concern Type de document : Mémoire Auteurs : Julia LAPRAY, Auteur Année de publication : 2022 Importance : 32 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 ; PRODUIT ; COSMETIQUE ET PARFUMERIE SECTEUR ; ECOLOGIERésumé : The rapid growth of environmental concerns and the increasing awareness regarding climate issue have brought some changes in consumers’ preferences and consuming patterns, especially regarding cosmetic products. Cosmetic users feel more concerned about their health and seek to purchase products that will both provide them security and environmental benefits. However, this new context also brought new challenges to the companies, particularly regarding the fear of greenwashing that earned more importance as green products started to expend. Plus, the development of this market also implies new regulations that companies need to face in order to provide reliable and safe products. This study tries to define the effects of green advertising on green purchase intention and green purchase behavior, while integrating the influence of greenwashing and green skepticism over these variables, using evidence from the green cosmetics market. By looking at the previous research done on the subject, this dissertation identifies seven major constructs that should be measured and analyzed: Green Advertising, Green Skepticism, Greenwashing, the three identified as independent variables, Green Perceived Value, Green Trust as mediating variables. In order to draw out the relationships between the constructs, a quantitative survey was led and shared through social media that involved 151 participants. The majority of the respondents lived in France and were aged between 20 and 60 years old. The questionnaire used was built thanks to the Qualtrics software and provided an example of green advertising launched by the cosmetic brand Garnier as a representation to help the participants expressing their opinion. The data analysis was done using the SEM method, and the validity of the variables was conducted through the Confirmatory Factor Analysis (CFA), and through a Cronbach’s Alpha model, which led to some modifications in the factors observed and the suppression of several sub-questions. These findings identify several relevant relationships between some of the construct of the research model, with both positive and negative influences. First, green advertising has a positive influence on green trust and green perceived value, while greenwashing has a negative effect on both these variables. Second, the study emphasizes that green perceived value and green trust positively interact with green purchase intention, however, no relevant correlation can be found between green purchase behavior, green perceived value, and green trust. Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=568514 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 is the impact of product placement made by influencers on social media on the end-consumer’s brand perception and purchase intention? / Zaina KACHAD / 2022PermalinkWith the explosion of Green Washing, do consumers still believe in Green Marketing? / Aude HOVASSE / 2022PermalinkDepicting normal-weight or plus-sized models in fashion advertising: the impacts on French female consumers / Julien TAPPREST / 2020PermalinkHappiness and the perception of social superiority portrayal in advertising / Oriane VAN WESTERLAAK / 2020PermalinkHow advertising made by French car manufacturers featuring few people of color impacts the attitude of French nationals of Sub-Saharan African descent toward car brands / Guillaume COLLIN / 2020PermalinkL’impact de la disparition des cookies sur le ciblage publicitaire / Pierre-Etienne GAMBART / 2020PermalinkPermalinkThe advertisement value and effectiveness of alcohol-related posts on french spirit brands' accounts / Johann FERRIS / 2020PermalinkThe Impact of Body Inclusivity in Lingerie Brands’ Social Media Advertising on Brand Image / Eulalie LOYER / 2020PermalinkThe impact of recycled textiles on the consumer purchase in the fashion industry : ADIDAS X PARLEY for the ocean insight / Marco FILIDORO / 2020PermalinkWhat is the effect of body positive advertising on women’s minds, in the lingerie industry? Is there a difference according to women’s age? / Eléna GROULEAUD / 2020PermalinkBusiness model to compete in a digital transformation in Vietnam advertising industry : A case of Masso Group Vietnam / Thi Thao Phuong NGUYEN / 2019PermalinkMARKETING STRATEGIES TO PROMOTE SUSTAINABLE CONSUMER BEHAVIOR: How can companies involved in sustainable development overcome negative stereotypes on responsible behavior in order to make sustainability attractive to the eyes of consumers? / Lotta GIPOULOU / 2019PermalinkThe power of language in marketing and advertisement: the case of Champagne / Alice DECHELLE / 2019PermalinkYearbook Shortlist / Boulogne-Billancourt : CB news (2019)PermalinkPermalinkComment les femmes sont-elles représentées dans la publicité, pourquoi sont-elles représentées de cette manière et quelles sont les attitudes des consommateurs vis-à-vis de ces représentations ? Focus sur les publicités de parfum de luxe / Izette KELLY / 2018PermalinkCommunication / VUIBERT (2018)PermalinkCommunicator / Marie-Hélène WESTPHALEN / PARIS : DUNOD (2018)PermalinkDisruptive marketing: a new vector of value creation for companies / Quentin GUYON / 2018Permalink
LIBRARY - Campus Rouen
NEOMA Business School
pmb
-
59 Rue Taittinger, 51100 Reims
-
00 33 (0)3 26 77 46 15
Library Campus Reims
-
1 Rue du Maréchal Juin, BP 215
76825 Mont Saint Aignan cedex -
00 33 (0)2 32 82 58 26