Submitted by Catarina Ribeiro (catarinacpr@gmail.com) on 2016-03-07T18:06:32Z No. of bitstreams: 1 Master Thesis - Catarina Peres Ribeiro.pdf: 1434267 bytes, checksum: 9d63b69f24d336186dcb0e2b11ed6577 (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2016-08-01T14:57:16Z (GMT) No. of bitstreams: 1 Master Thesis - Catarina Peres Ribeiro.pdf: 1434267 bytes, checksum: 9d63b69f24d336186dcb0e2b11ed6577 (MD5) / Approved for entry into archive by Maria Almeida (maria.socorro@fgv.br) on 2016-08-01T19:53:29Z (GMT) No. of bitstreams: 1 Master Thesis - Catarina Peres Ribeiro.pdf: 1434267 bytes, checksum: 9d63b69f24d336186dcb0e2b11ed6577 (MD5) / Made available in DSpace on 2016-08-01T19:53:40Z (GMT). No. of bitstreams: 1 Master Thesis - Catarina Peres Ribeiro.pdf: 1434267 bytes, checksum: 9d63b69f24d336186dcb0e2b11ed6577 (MD5) Previous issue date: 2016-01-29 / Event Marketing represents a common promotional strategy that involves direct contact between brands and consumers at special events, namely concerts, festivals, sporting events and fairs. Brands have been investing in sponsorship as a means of associating themselves with particular events, essentially with the goal to enhance brand image and brand awareness. Interestingly, the response of consumers to event marketing has not yet been fully understood. This dissertation fills this gap. More specifically, it intends to determine the extent to which sponsoring brands at events favors brand awareness (recall and recognition) and how it relates to brand attitude. Based on three Portuguese music festivals, two studies were conducted to ascertain event sponsorship’s impact on consumer memory, notably Brand Recall and Brand Recognition, and correlation with attitudes towards the brands such as familiarity and liking. The key findings of these studies show that recognition is much higher for those respondents who attended the festivals, presenting a score of 73,9%, in comparison with recall, presenting a much lower score of 37,5%. Further, and surprisingly, it suggests that the ability to recall and recognize sponsoring brands is not associated to consumer attitudes towards the brands. Instead, it relates to the time consumers dedicated to these particular events, that is, the number of music festivals attended. / Marketing em Eventos representa uma estratégia promocional comum que envolve contacto direto entre marcas e consumidores em eventos pontuais, nomeadamente concertos, festivais, eventos desportivos e até feiras. As marcas têm investido em patrocínios como um meio de associação a eventos específicos, principalmente com o objetivo de intensificar a sua imagem e notoriedade. Interessantemente, as reações dos consumidores relativamente ao marketing em eventos não foi ainda inteiramente compreendida. Esta é precisamente a lacuna que esta dissertação tenciona preencher. Mais especificamente, esta pretende determinar em que medida o patrocínio de marcas em eventos favorece verdadeiramente a notoriedade das mesmas, e a correlação com as atitudes do consumidor. Baseados em três festivais de música Portugueses, foram conduzidos dois estudos com o objetivo de averiguar o impacto do patrocínio em eventos na memória do consumidor, particularmente Brand Recall e Brand Recognition, e a correlação com as atitudes para com as marcas, tal como familiaridade e agrado. As principais descobertas destes estudos, mostram que o reconhecimento das marcas (brand recognition) é mais alto para os consumidores que frequentaram os festivais, apresentando um resultado de 73,9%, comparativamente com a lembrança das mesmas (brand recall), apresentando um resultado mais reduzido de 37,5%. Para além disso, e surpreendentemente, sugere que a capacidade de lembrar e reconhecer as marcas patrocinadoras não está associada às atitudes do consumidor para com as marcas, mas sim relacionada com o tempo dedicado a este tipo de eventos, isto é, ao numero de festivais de música em que participa.

Syfte och forskningsfrågor Syftet med denna studie är att identifiera eventuella effekter som branschutmärkelser kan ha på kundens medvetenhet, attityd, lojalitet respektive kundens självbild gentemot ett varumärke. Frågorna som studien svarar på är:  Vilken effekt har branschutmärkelser på varumärkesmedvetenhet, varumärkes- attityd och varumärkeslojalitet? Vilken effekt har branschutmärkelser på kundens självbild? Metod Denna studie har till stor del en deduktiv ansats med utformade hypoteser. En enkätundersökning genomfördes med frågor som grundades i teorin. Den insamlade datan analyserades genom både ett kvantitativt och kvalitativt perspektiv. I den kvantitativa analysen identifierades ett medelvärde på enkätsvaren som sedan ställdes mot ett tröskelvärde. I den kvalitativa analysen tolkades och förklarades svarens betydelse vidare. Slutsats Enligt denna studie leder inte branschutmärkelser till ökad varumärkesmedvetenhet, positiva varumärkesattityder eller en ökad varumärkeslojalitet. Enskilda komponenter inom undersökningsområdena har visat på ett svagt ökande. Enligt resultatet har dock branschutmärkelser generellt en neutral effekt, det vill säga att samtidigt som inte markanta ökningar har identifierats har inte heller några markanta minskningar noterats. Resultaten som visade på svagast effekt utav branschutmärkelser tillhörde kundens självbild. / Purpose and research questions The purpose of this study is to identify possible effects that industry awards might have on consumer awareness, attitude, loyalty and on consumer’s self-image towards a brand. The following research questions are answered through the study: Which effect do industry awards have on brand awareness, brand attitude and brand loyalty? Which effect do industry awards have on the consumer’s self-image?  Method This study largely takes on a deductive approach by formulating hypotheses. A survey was conducted with questions based on the theory. The collected data was analyzed through a quantitative as well as a qualitative perspective. The quantitative analysis identified a survey mean which was evaluated against a threshold value. In the qualitative analysis, the significance of the answers was further interpreted and explained. Conclusion According to the results of this study, industry awards do not lead to an increase of brand awareness, positive brand attitudes or an increased brand loyalty. A few of the separate components within the scopes of survey has shown a vague increase. However, according to the result industry awards have a neutral effect. This means that at the same time as no significant increases have been identified, neither have any significant decreases. Furthermore, the results showed that the consumer’s self-image had the lowest effect of industry awards.

No description available.

A key to a business's success is reaching the target market. This ensures that consumers are exposed to the retailer's offerings and by turn, inspired to purchase. In turn, the business can reach its goal of a profitable organization. The purpose of this paper was to determine the most effective fashion advertising appeals for reaching target markets. To address these issues, this thesis consisted of two studies. The purpose of the first study was to determine the advice given to fashion entrepreneurs regarding effective target market practices. The purpose of the second study was to determine effective advertising strategies fashion entrepreneurs may employ for effectively reaching target markets. Data was collected to test the effectiveness of the advice from Study 1, degrees of brand awareness, attitudes towards advertising, willingness to follow trends, purchase intention, purchase behavior, and shopping involvement. The Theory of Reasoned Action was employed as the theoretical framework of the study. The framework was utilized to predict that attitudes towards targeted advertising and pressure to follow fashion trends would positively relate to intent to purchase which, in turn, would positively relate to purchase behavior. The results of this paper concluded the TRA model provided a proper framework to predict purchase behavior from targeted advertising employed by fashion entrepreneurs.

Sammanfattning   Titel: Marknadsföringsaktiviteter på sociala medier – En undersökande studie om varumärkeskännedom bland konsumenter inom generation X   Nivå: Examensarbete på grundnivå (kandidatexamen) inom företagsekonomi   Författare: Caroline Pivré och Mimmi Roos   Handledare: Anna Ljung   Datum: 2021 - januari   Syfte: Syftet med denna studie är att undersöka om marknadsföringsaktiviteter på sociala medier leder till ökad varumärkeskännedom bland konsumenter som tillhör generation X.    Metod: En kvantitativ metod med en deduktiv ansats tillämpades. Populationen som studerades var konsumenter som tillhör generation X. Ett slumpmässigt urval användes. Data samlades in genom en enkät som delades ut på Facebook. Data analyserades i det statistiska programmet SPSS där faktoranalys, test av Cronbachs Alfa, korrelationsanalys och multipel regressionsanalys genomfördes. Data har redovisats i löpande text och i tabellform.    Resultat och slutsats: Resultatet visade att varumärkeskännedom ökar bland konsumenter inom generation X när marknadsföringsaktiviteter på sociala medier används, samt att anpassning av marknadsföring till generation X som ett segment inte har någon betydelse för ökad varumärkeskännedom. Studiens slutsats är att ett varumärkes sociala plattformar ska vara intressanta och underhållande för att varumärkeskännedomen ska öka samt att det finns begränsad kunskap om generation X som ett segment jämfört med generation Y.   Examensarbetets bidrag: Uppsatsen bidrar med kunskap om att marknadsföringsaktiviteter på sociala medier leder till ökad varumärkeskännedom för konsumenter inom generation X, samt att anpassning till generationen som ett segment inte har betydelse för ökad varumärkeskännedom. Studien bidrar med praktiska bidrag om betydelsen av att skapa intressanta och underhållande plattformar.    Förslag till fortsatt forskning: Förslag till fortsatt forskning är att undersöka hur personligheter, värderingar och kön påverkar upplevd varumärkeskännedom bland konsumenter inom generation X.    Nyckelord: Varumärkeskännedom, marknadsföringsaktiviteter på sociala medier, traditionella marknadsföringsaktiviteter och anpassning till ett segment. / Abstract   Title: Marketing activities on social media - A study that examines brand awareness among consumers within generation X   Level: Final assignment for bachelor’s degree in Business Administration   Author: Caroline Pivré and Mimmi Roos    Supervisor: Anna Ljung    Date: 2021 - January   Aim: The purpose of this study is to investigate if social media marketing activities lead to increased brand awareness among consumers within generation X.    Method: A quantitative method with a deductive approach was applied. The population studied was Generation X consumers. A random sample was used. Data was collected through a survey distributed on Facebook. Data was analysed in the statistical program SPSS where factor analysis, test of Cronbach's Alpha, correlation analysis and multiple regression analysis were performed. Data has been reported in linear form and in table form.   Result and Conclusions: The results showed that brand awareness increases among consumers within generation X when marketing activities on social media are used, and that marketing adaptation to generation X as a segment, has no significance for increased brand awareness. The study concludes that a brand's social platforms should be interesting and entertaining in order for brand awareness to increase, and that there is limited knowledge about generation X as a segment compared to generation Y.   Contribution of the thesis: The thesis contributes with knowledge that marketing activities on social media lead to increased brand awareness for consumers within generation X, and that adaptation to the generation as a segment has no significance for increased brand awareness. The study provides practical contributions on the importance of creating interesting and entertaining platforms.   Suggestions for future research: Suggestions for further research are to investigate how personalities, values and gender affect perceived brand awareness among consumers within generation X.   Key words: Brand awareness, marketing activities on social media, traditional marketing activities and adaptation to a segment.

Este documento investiga el impacto de los elementos de marketing de redes sociales, entretenimiento, personalización, interacción, boca a boca electrónica (EWOM) y tendencia, en el compromiso de marca con el consumidor y el conocimiento de la marca de las startup peruanas. / This document investigates the impact of the elements of social media marketing, entertainment, personalization, interaction, electronic word of mouth (EWOM) and trend, on brand engagement with the consumer and brand awareness of Peruvian startups. / Trabajo de investigación

This study aims to analyse the impact of Social Media Marketing in Customer Brand Engagement and Brand Awareness micro-learning platforms. The sample consisted of 220 students from micro-learning platforms using social media in the educational institutions. Because social-media marketing and customer brand- engagement are second-order reflexive constructions, the two-stage approach of hierarchical models with mode-A was adopted. The results reveal that social media marketing influences both the building of customer brand engagement and brand awareness among students on micro-learning platforms. Furthermore, it was shown that customer brand engagement is an important mediator between social media marketing and brand awareness. Social-media marketing activities carried out by micro-learning platforms contribute to the generation of customer brand-engagement and brand awareness of these institutions. Furthermore, the results show that, although social-media marketing helps to generate brand-awareness, it is through customer brand-engagement that social-media marketing is most effective in generating brand-awareness. For micro-learning platforms, the results allow them to understand the importance of customer brand-engagement when using social-media marketing to generate brand-awareness.

In this thesis there is applied knowledge of marketing communication and is proposed communication mix with new trends as part of the concept of communication strategy. Final design of marketing communication had been preceding the analysis of general, occupational and internal environment of the company and evaluation of the current situation.

En el presente trabajo de investigación explicaremos las acciones de social media marketing que aplican los supermercados de Lima Metropolitana para incrementar su conocimiento de marca. Las acciones que se trabajarán son las siguientes: “customization”, la cual consiste en personalizar el contenido que ofrecen para diferenciarlo de su competencia. “Entertainment”, la cual consiste en publicar contenido de carácter lúdico en sus perfiles. “Interaction” permite intercambiar opiniones sobre productos o marcas. El “eWOM” se refiere a las comunicaciones realizadas por clientes potenciales, reales o anteriores sobre un producto, marca o empresa. Y “trendiness” que se refiere a la medida en que una marca comunica la información más reciente y actualizada. También, se desarrollarán cada una de las acciones que ellos aplican y los beneficios que traen para la empresa, no solo en el ámbito publicitario, también en el económico porque se ha demostrado que los medios digitales permiten un mayor alcance a un precio más accesible, si se compara con las campañas publicitarias masivas que tienen un costo elevado. Además, se realizará una breve acotación sobre la importancia de mantener el contacto con los clientes en las redes sociales y de cómo estas facilitan la comunicación entre las empresas y los consumidores. Por último, se mencionará que acciones de social media marketing aplicaron algunos supermercados de Lima durante la pandemia mundial por el COVID-19 para poder seguir incrementando sus clientes en épocas de crisis. / In this research paper we will explain the social media marketing actions applied by the supermarkets of Metropolitan Lima to increase their brand awareness. The actions that will be developed are the following: “customization”, which consists of personalizing the content they offer to differentiate it from its competition. "Entertainment", which consists of publishing content of a playful nature on their profiles. "Interaction" allows you to exchange opinions about products or brands. "eWOM" refers to the communications made by potential, actual or former customers about a product, brand or company. By last, “trendiness” refers to the extent to which a brand communicates the most recent and up-to-date information. Also, each of the actions that they apply and the benefits they bring to the company will be explained, not only in the advertising field, but also in the economic field because it has been shown that digital media allows a greater reach at a more accessible price, when compared to massive advertising campaigns that have a high cost. In addition, a brief statement will be made about the importance of maintaining contact with customers on social networks and how these facilitate communication between companies and consumers. Finally, it will be mentioned which social media marketing actions were applied by certain supermarkets in Lima during the worldwide pandemic due to COVID-19 in order to continue increasing their customers in times of crisis. / Trabajo de investigación

As the use of the internet increases, so does the use of social media channels. These channels have become a part of everyday life and are changing the way of communication and information exchange. Today, more and more business-to-business (B2B) companies are adopting social media marketing (SMM) to communicate with their customers. Although small and medium-sized enterprises (SMEs) have also started adopting SMM to increase their brand awareness, the existing literature is very limited on this subject. Therefore, the purpose of this thesis is to identify and describe challenges SMEs face adopting social media marketing in order to increase their brand awareness. In order to achieve the purpose of this thesis a qualitative research method was selected and four semi-structured interviews with marketing directors and coordinators at three SMEs were conducted. The result of this thesis shows that SMEs face some common challenges like financial and human resources, lack of time and expertise in SMM, customer satisfaction, channel selection, global crisis and bad reviews. Further, this thesis found that SMEs also face some individual challenges like cultural issues, measuring brand awareness, language, influential content, communication issues, promotion costs and outsourcing.