Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 20 of 39 for “"Consumer Engagement"”.
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Influencer Marketing on Tiktok and Instagram: Consumer Engagement and Motivations with Platforms, Influencers, and Brand-Related Content
… TikTok. By identifying the drivers behind user engagement, influencer partnerships, and brand collaborations, this research provides valuable insights for marketers seeking to navigate and optimize their strategies in the ever-evolving landscape of social media marketing. Ultimately, this study …
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An investigation of consumer engagement with Internet of Things in the context of smart meter in-home displays
Consumer interaction with smart Internet-of-Things (IoT) technologies has recently been getting a lot of scholarly attention in marketing. Yet, existing research has primarily focused on the factors influencing their acceptance/adoption whereas research on consumer engagement (CE) with IoT products …
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Inflow and outflow knowledge/communication strategies in open innovation: essays from new product development and consumer engagement perspectives
… shows the applicability of the NPD and consumer engagement perspectives to a range of strategic issues, such as management of network and knowledge assets in community-based NPD, management of inflow and outflow openness under team diversity, and utilization of social media marketing and …
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Understanding consumer engagement with vertical farming brands on Twitter: An approach of guided Latent Dirichlet Allocation for topic modeling
Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2023-12-04 without embargo terms
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Use of Images on Social Media and How That Effects Consumer Engagement for Online-Only Clothing Brands: Lulu's, Nasty Gal, and Tobi
… is to research how each visual element affects consumerengagement of Lulu's, Nasty Gal, and Tobi's social media accounts, Pinterest andInstagram. The three companies chosen are online-only clothing brands that targetfashionable young women. How do Tobi, Nasty Gal, and Lulu's visual …
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Low engagement and failed choices : exploring the mechanism for harbingers of failure
… for the harbinger effect. We establish consumer engagement in decision making as one mechanism for the harbinger effect using evidence from multiple studies. We show that harbingers are less engaged in purchasing decisions. Harbinger customers identified from in-store purchases browse …
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Fashion Bloggers as Human Brands: Exploring Brand Personality within the Blogosphere
… the degree to which bloggers influence consumer engagement is questioned. Thus, this study drew on Aaker’s five brand personality framework (human-like attributes of a brand) to analyze fashion bloggers as human brands. While the concept of brand personality has been applied to diverse …
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More than Just Words. How the Communication Style Adopted by Brands Affect their Relationships with Consumers
… ways in which relationships between brands and consumers form and evolve. A central research question has guided this dissertation: How, when, and why does the style of communication employed by a brand affect consumer–brand relationships? I have addressed this question with three sets of …
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Augmented Reality and Customer Fulfilment: A Case Study on Temu's Penetration in UK Markets
… the influence of Augmented Reality (AR) on consumer behavior within the UK online retail market, focusing specifically on the Temu’s integration of AR into its e-commerce platform. The study mainly aims to assess that how the AR impacts consumer engagement, confidence, also the purchase …
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The influences of social media marketing on consumer purchase behaviour of low involvement product among generation y in sub-urban areas in Malaysia
… study also investigated the moderating effect of consumer engagement between social media marketing and Generation Y online purchase behaviour. The Uses and Gratification Theory was used in this study. A Survey Questionnaires was used to investigate online purchase made by Generation Y between …
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Engagement behavior on Facebook and the relationship between managers and consumers: the case of Icelandair
The intention of this study was to investigate consumer engagement behavior and consumer engagement on the Facebook page of Icelandair, an international airline operating from Iceland. Three separate studies were conducted. The first study went over Icelandair’s Facebook posts for the year 2018 …
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The influence of social media marketing on the rise of emerging African Language repertoires in South African digital communication
… accessible communication platform for social engagements and digital marketing. This study aimed to analyse how African language speakers communicate with and about local brands on social media platforms to identify emerging social media trends and marketing opportunities using African …
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The Influence of Digital Marketing Strategies on Consumer Buying Behavior: “A Comprehensive Analysis of Marks and Spencer’s Retail in the UK”.
… how digital marketing techniques impact consumer decision-making while purchasing, especially on the UK retail operations of Marks & Spencer. The study examines how different types of digital advertising including social media, email marketing, search engines, and influencer content, …
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Consumer Mutations: Mediated Subjectivities of the Incipient Digital Age
… has seen distinct mutations inflected by consumer technology. As postmodern mediators of ordinary people, reality TV, Facebook, and YouTube are steeped in concerns about authenticity. Reality TV, for example, cannot escape its authenticity problem because of the conventional hierarchy of …
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An assessment of the effects of COVID-19 on employment in Zambia’s tourism industry.
… and enhanced digital marketing to main tain consumer engagement. Additionally, the study identifies diversification of offerings, collabo rative efforts with other sectors, and cost-cutting measures as adaptive responses that contributed to the sector's survival.
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Assessing Brand-Consumer Personality Congruence on Twitter: A Computational Textual Analysis Approach
Brands gain importance to consumers when the consumer supplies meaning or value to the brand (McCracken, 1993). BP allows consumers to use brands for self-expression (deChernatony, 1999; Johar & Sirgy; 1991; McCracken, 1986) and establish relationships with brands (Fournier, 1998; Keller, 2003; …
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Improvement of common bean (Phaseolus vulgaris L.) for regional food systems in the northeastern United States
… while providing a compelling product for modern consumers. One strategy is the expansion of disease resistance and improved agronomic performance to non-commodity, heirloom-like market classes that hold potential for increased consumer engagement and higher grower returns. To this end, Chapter II …
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Influence of digital marketing on the growth of Small and Medium enterprises: A Case of Tshwane Metropolitan Municipality, South Africa.
… strategy for businesses to connect with consumers and expand their markets. The goal of this study was to explore the influence of digital marketing on the growth of small and medium enterprises (SMEs) in Tshwane Metropolitan Municipality, South Africa. The study employed a qualitative …
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Studying the impact of social media integration into online augmented reality-enabled services on consumer purchase intentions
… of the augmented reality-enabled service on consumer behaviour, such as engagement levels, enjoyment, perceived trust, willingness to recommend to others, and decision to purchase. Addressing a critical gap in the existing literature, the thesis probes into the intricate interplay of social …
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