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B2B Influencer Marketing : What to consider for a more efficient strategy and measurement of ROI
(2020)
Direct advertising is simultaneously becoming more expensive and losing its effectiveness. Influencer marketing has been a widely used approach in B2C to engage the target group, and with positive outcomes. In the B2B ...
Challenges for brand value from social media in the airline industry
(2019)
With onset of the digital age, the world has become increasingly influenced by instant
global communications. There has been a transformation to the way companies and
customers communicate with each other in social media: ...
A study of an international product launch in the Nordics
(2021)
The launch of a product is one of the key drivers for a company to gain top performance and at the same time it is the most costly phase of any product development. The processes of product launch have been researched well, ...
Promoting Destination Brands on Instagram: Lessons from Visit Finland.
(2019)
This study aims to illustrate how Destination Marketing Organizations can use Instagram for destination branding purposes. It focuses on Visit Finland’s Instagram activity in order to explore the different approaches in ...
Premium Brand Identity and value adding emotional storytelling
(2020)
This thesis is made into a case study as it has been commissioned by the ceramic tableware company Vaja Finland. The case owner wanted to research what the cornerstones of a Premium Brand on the Finnish market would look ...
Consumer Brand Awareness – Fitness Industry, Instagram and Influencing Female Millennials
(2020)
The subject of the thesis is consumer brand awareness on Instagram – fitness industry and millennials. Brand awareness of consumers is vital for increasing company revenue as well as selling services or products. Social ...
The effect of brand function if an advertisement fails: One minute and 49 seconds that cost $8 billion
(2021)
This research investigates the effect of brand functions as defined by Jean-Noël Kapferer on advertising, focusing on a poorly received advertising campaign. The material was sourced from YouTube for the advertisement: ...
Online brand communities in China: an empirical investigation on value co-creation and brand loyalty
(2022)
This paper explores the application of online brand communities in China with a particular focus on how Western companies may use them for cultivating brand loyalty, generating positive word-of-mouth and driving innovation ...