How and what companies publishes on social media have become more important. Different types of post generate different type of effects and if companies want to create brand loyalty and brand trust they must take this in consideration. Consumers want to be reached by content that is personal, they also want to feel that the companies deliver something of value. Content marketing deals with this aspect and focus on helping, informing and entertaining the recipients. This study examines informative, personal and entertaining posts and how they affect brand trust and brand loyalty. A quantitative method have been used in this study and a survey was used to gather data. 150 respondents answered the survey and the data was analysed with a bivariate and multivariate method in the statistic programme SPSS. The result of the study show that all three types of posts are important to use if companies publish posts on social media. The study contributes with knowledge of informative, personal and entertaining post and what effect they have on brand trust and brand loyalty. Informative and personal types of post have a significant and positive effect on brand trust. Brand loyalty is affected by all three types of post and the effects is positive. / Hur och vad företag publicerar på sociala medier har blivit allt viktigare. Olika typer av inlägg genererar olika effekter och vill företag skapa varumärkestillit och varumärkeslojalitet måste de ha detta i beaktande. Konsumenter vill bli nådda av innehåll som känns personligt och känna att företagen levererar något värdebringande. Innehållsmarknadsföring behandlar denna aspekt och fokuserar på att hjälpa, informera och underhålla mottagarna. Denna studie undersöker typerna av inlägg, informerande, personliga och underhållande och hur de påverkar varumärkestillit och varumärkeslojalitet. I studien har en kvantitativ metod använts och en enkätundersökning användes för att samla in data. 150 respondenter besvarade enkäten och data analyserades därefter med en bivariat analys samt multivariata analyser i statistikprogrammet SPSS. Studiens resultat visar att alla typerna av inlägg är viktiga att använda om företag publicerar inlägg på sociala medier. Studien bidrar med kunskap om vilka effekter informerande, personliga och underhållande inlägg har på varumärkestillit och varumärkeslojalitet. Informerande och personliga inlägg har en signifikant och en positiv effekt på varumärkestillit. När det gäller varumärkeslojalitet anses alla tre typerna av inlägg vara signifikanta samt att de har en positiv effekt på varumärkeslojalitet.

現代的行銷管道已經不同於以往，不會只透過單一的行銷管道與消費者做溝通；相反的，行銷人員較常使用整合行銷溝通的方式，透過全方位的溝通媒介，向消費者傳遞廣告資訊。除了傳統的溝通媒介以外，更誕生了不同的新興媒體，像是Youtube影片行銷、論壇口碑行銷等等。本研究將鎖定在美妝產業，並研究新興媒體之一的Youtube平台，探討消費者觀看美妝Youtube的動機，以及廠商利用Youtube業配影片對於消費者購買意願的影響究竟為何。本研究盼給予未來品牌商找Youtuber合作影片實務上的建議。 本研究使用質化訪談焦點團體的方式，訪談對象篩選標準為平常會觀看美妝Youtuber且擁有上妝習慣的女性消費者，以四人一組的方式，總共進行一場前測，兩場正式測驗，共訪談12位女性，研究結果歸納如下： 1. 觀看美妝Youtube的動機為獲得產品新知識、使用心得和學習化妝技巧。 2. 教學性的內容行銷業配影片較受觀看者喜愛，並可以減少對於業配影片的排斥感。 3. 教學性的業配影片同時有要加強產品的介紹以免模糊焦點。 4. 觀看者很在乎Youtuber是否具有「誠懇」、「親和力」、「相似性」、「聲音真誠」等特質。 根據研究結果，本研究將針對Youtuber和品牌廠商提供實務建議，同時也提供未來研究參考。 / Marketing channels have evolved over the years. Nowadays, marketers can use a number of channels to communicate with and approach their target consumers. While the word of mouth (WOM) has always been the way to promote a product, new ways of Integrated Marketing Communications, such as the use of Social Media including Facebook, Instagram, and YouTube, have widened the reach of marketers and product endorsements. Thus, this thesis focuses on one of the new marketing channels - YouTube Marketing, particularly studying Youtube videos in the Beauty Industry. The study aims to find out what motivates a consumer to watch videos made by Beauty YouTubers, and whether video sponsorships influence a consumer’s willingness to purchase the merchandise. This study adopts focus group interviews to collect qualitative data. Individuals who have make-up everyday and frequently watch Beauty Youtube Videos were invited to be the respondents. We arranged four people in a group, and there are one pre-test interview and two official interviews, the amount of interviewees are twelve in total. Results and discussions are summarized as follows: A. The motivation of watching Beauty YouTubers’ videos are getting new product information, reviews and learning makeup skills. B. People prefer the sponsored videos with educational contents as it decreases their boredom toward sponsored videos. C. To avoid blurring the focus, sponsored videos with educational content should enhance the details of product usage and characteristics. D. Those Beauty YouTubers who are considered persuasive by YouTube Viewers have the following characteristics: Honesty, affinity, similarity, and sincere tones and attitudes. The study provided pratical advice, notes, and tips for YouTubers, Beauty Brands, as well as further research suggestions on the new channel of social media marketing.

Solicitud de embargo por publicación en revista indexada. / En la actualidad, se han venido desarrollando cada vez más plataformas de agencias de viajes online, debido a que el turismo y la compra online han ido creciendo durante los últimos años. Sin embargo, existen factores de la adquisición de productos y servicios por este medio que pueden afectar positiva o negativamente a la satisfacción del usuario en cuestión, lo cual puede afectar su decisión de utilizar dicha plataforma para concretar su compra. Este estudio buscó analizar las principales variables influyentes en los consumidores digitales dentro del rubro de turismo y agencias, enfocados desde el concepto de marketing de contenido, basándose en el uso de herramientas cuantitativas como la encuesta online, aplicada dentro de Lima Metropolitana. Ante esto, se recaudó información imprescindible para valorar el nivel de importancia e influencia de cada uno de estos factores con respecto a los individuos, además de confirmar o descartar la relación entre estos. / Nowadays, more and more online travel agency platforms have been developed, due to the fact that tourism and online shopping have been growing in recent years. However, there are factors in the acquisition of products and services by this means that can positively or negatively affect the satisfaction of the user in question, which may affect their decision to use said platform to complete their purchase. This study sought to analyze the main variables influencing digital consumers within the tourism and agencies sector, focused from the concept of content marketing, based on the use of quantitative tools such as the online survey, applied within Metropolitan Lima. Given this, essential information was collected to assess the level of importance and influence of each of these factors with respect to individuals, in addition to confirming or ruling out the relationship between them. / Trabajo de investigación

La presente investigación se centra en la categoría de supermercados y tiene como objetivo comprobar como las dimensiones del marketing de contenido relacional influyen en el compromiso del cliente (customer engagement) y este, en la intención de recompra de usuarios de supermercados. Metodológicamente se realizaron 246 encuestas de manera virtual a personas que compraban en supermercados y seguían contenidos en redes sociales de dichos establecimientos. Para responder a las hipótesis planteadas los datos fueron procesados con el programa estadístico Smart-PLS. Los resultados arrojaron que la variable marketing de contenido relacional influye con el compromiso del cliente (CC) y este último, con la intención de recompra en los usuarios de supermercados. Los resultados son relevantes en el ámbito académico, ya que se amplió el número de dimensiones usadas para analizar el marketing de contenido relacional y se usó la técnica de segundo orden para analizar las variables multidimensionales. Desde el punto de vista práctico, los hallazgos permiten a los supermercados comprobar que el CC es un antecedente de la intención de recompra, por lo que deberían centrar sus estrategias de marketing en potenciar las acciones del contenido relacional con la finalidad de lograr el compromiso de los usuarios. / This research focuses on the supermarket category and aims to test how the dimensions of relational content marketing influence customer engagement and this, in the repurchase intention of supermarket users. Methodologically, 246 surveys were conducted virtually, to people who shopped in supermarkets and followed content in social networks of these establishments. In order to respond to the hypotheses, the data were processed with the statistical program Smart-PLS. The results showed that the relational content marketing variable influences customer engagement (CC) and the latter, with the intention to repurchase in supermarket users. The results are relevant in the academic field, since the number of dimensions used to analyze relational content marketing was expanded and the second-order technique was used to analyze multidimensional variables. From a practical point of view, the findings allow supermarkets to prove that CC is an antecedent of repurchase intention, so they should focus their marketing strategies on enhancing relational content actions in order to achieve costumer engagement (CC). / Tesis / PE

Цель магистерской диссертации заключается в выявлении редакторской специфики создания контент-маркетинговой стратегии театральных корпоративных изданий с последующим составлением рекомендаций. Редакторский подход к созданию контент-маркетинговой стратегии театрального корпоративного издания определяет новизну исследования. Материалом для исследования послужили театральные корпоративные издания «Урал Опера Балет» и Московского театра «Новая Опера». Общий объем проанализированного материала составил более 1200 текстов разных жанров и свыше 1950 иллюстраций из 135 выпусков. В фокусе исследовательского внимания оказались заметки, интервью и фотография как визуальный жанр. В процессе исследования были проанализированы коммуникативные тактики в материалах заметки и интервью, способствующие решению задач, поставленных контент-маркетинговой стратегией. Коммуникативные тактики были разделены на четыре группы – сопоставительные, воздействующие, самопрезентации, взаимоотношений со зрителем. Общими для театральных корпоративных изданий «Урал Опера Балет» и Московского театра «Новая Опера» являются тактики заботы и участия, «проблемное поле», ожидания положительной оценки, ценностной ориентации. Таким образом, издания не только формируют позитивный образ театров и транслируют их ценности, но и открыто обозначают существующие проблемы. По результатам анализа визуального контента предложена классификация жанров фотографии театральных корпоративных изданий. Было выделено три жанра – фоторепортаж, портретное и объектное фотоизображения, которые подразделяются на поджанры. Фоторепортаж представлен сценой из спектакля, фото с репетиции, событийным фото, фотоальбомом. Портретные фотоизображения имеют следующие разновидности: актер в роли, человек за работой, репортажный, постановочный, архивный. Объектные фотоизображения разделяются на фотографии театральных декораций, костюмов, интерьеров, документов. Перечисленные визуальные жанры, за исключением постановочного фотопортрета, помогают эффективно воздействовать на аудиторию и достигать целей театральной организации. При опоре на положительный и отрицательный опыт рассмотренных СМИ театральным корпоративным изданиям был предложен перечень рекомендаций для создания текстового и визуального контента. / The purpose of the master's thesis is to identify the editorial specifics of the content-marketing strategy of the theatrical corporate publications, followed by recommendations. The editorial approach to creating the content-marketing strategy for the theatrical corporate publication determines the novelty of the research. The foundation for the research was the theatrical corporate publications of «Ural Opera Ballet» and the Moscow theater «New Opera». The total volume of the analyzed material was more than 1200 texts of different genres and more than 1950 illustrations from 135 editions. Notes, interviews and photography as a visual genre were in focus of research attention. During the process of research, the communicative tactics were analyzed by the notes and interviews. These tactics contribute to the solution of the tasks, which are set by the content-marketing strategy. Communicative tactics were divided into four groups – comparative, influencing, self-presentation, relationship with the viewer. Tactics of care and participation, «problem field», expectations of positive evaluation, value orientation are common for theater corporate publications of «Ural Opera Ballet» and the Moscow theater «New Opera». Thus, the publications not only form a positive image of theaters and transmit their values, but also openly identify existing problems. The classification of genres of photography of theatrical corporate publications is proposed based on the results of the analysis of visual content. There were highlighted three genres: photo reportage, portrait and object photo images, which were subdivided into subgenres. A photo reportage is presented by a scene from a performance, by a photo from a rehearsal, by an event photo, by a photo album. Portrait photo images have the following varieties: actor in the role, person at work, reporting, staged, archived. Object photo images are divided into photographs of theatrical scenery, costumes, interiors, documents. The listed visual genres, with the exception of a staged photo portrait, help to effectively influence on the audience and achieve the goals of the theatrical organization. The list of recommendations for the creation of text and visual content was proposed to the theater corporate publications based on the positive and negative experience of the reviewed media.

Frågeställningar: Hur ser företags processer ut för att skapa innehåll till sociala medier? Hur engagerar sig konsumenter till innehåll som företag publicerat på sociala medier? Syfte: Det huvudsakliga syftet med studien är att beskriva och förklara företags processer för att skapa innehåll till sociala medier och analysera konsumenters engagemang till innehåll som företag publicerat. Studien syftar även till att tillhandahålla en konceptuell figur för hur förloppet att skapa, publicera och följa upp innehåll mellan ett företag och ett konsultbolag ser ut. Det avslutande syftet är att kunna ge rekommendationer till företag om hur de kan utveckla sitt användande av sociala medier som ett marknadsföringsverktyg. Metod: Studien hade en induktiv ansats med ett explorativt syfte. Undersökningen genomfördes med en kvalitativ metod. Data samlades in genom personliga intervjuer och genom en observationsstudie med en kompletterande intervju. En kvalitativ dataanalys utfördes för att analysera insamlad empirisk data. Resultat: Företags processer till att skapa innehåll är otillräcklig och det finns utrymme för förbättring. Det framkom även att konsumenter har ett större engagemang till innehåll som företag publicerat om konsumenternas vänner rekommenderat innehållet, om det är humoristiskt eller har ett välgörande ändamål. Teoretiskt och praktiskt bidrag: Det teoretiska bidraget är att utveckla processen till att skapa innehåll på sociala medier. Praktiska bidrag är i form av rekommendationer till företag angående hur de kan utveckla sitt användande av sociala medier som ett marknadsföringsverktyg. / Research questions: Do companies have processes to create content for social media? How do consumers engage in content that companies have published on social media? Purpose: The main purpose of this study is to describe and explain companies’ processes to create content for social media and analyze the consumers’ commitment to the content that companies have published. Another purpose is to provide a conceptual model for the course of creating, publishing and following up content between a company and a consulting firm. Finally we aim to give recommendations to companies about how they can develop their use of social media as a marketing tool. Method: The study has an inductive approach with an explorative purpose. The survey was performed using a qualitative method. The data was collected by means personal interviews and an observational study with an additional interview. This empirical data was analyzed using a qualitative data analysis. Results: The companies’ processes to create content are insufficient. The study also revealed that consumers have a greater commitment to content published by companies if their friends have recommended the content, if it is humoristic or related to charity. Theoretical and practical contributions: The theoretical contribution is to develop the process to create content on social media. The practical contribution is in the form of recommendations to companies about how they can develop their usage of social media as a marketing tool.

Millennials are not as committed to charity as the generations before them. Millennials have also been proven very difficult to attract, which is problematic since Millennials are the future donors’ charity organizations must depend on. The purpose of this study is therefore to identify possible patterns, relationships and opportunities that would make Millennials donate to charity. The study presents the current situation of charity on the Swedish market, which follows by an introduction for how non-profit promote themselves and do their marketing. This leads to the research question: How should charity organizations promote themselves to get Millennials to become loyal? This study applies a qualitative research strategy. The primary data has been collected through semi-structured interviews with five representatives from five different charity organizations. All five organizations work with international projects.   The result shows that the five organizations have knowledge about how to market to attract and engage Millennials, but they do not apply this knowledge. The result presents four paradoxes. We consider that the perception of these paradoxes, as well as responding to them, determines the charity organizations outcomes and overall ability to attract Millennials. The result also shows that to engage with Millennials and create long-lasting relationships, charity organizations marketing must be innovative, cool, and creative with repetitive messages. Charity organizations also must use the communication channels that Millennials engage with. The result has given rise to the "Interactional Model for Targeting Millennials", which is built on 11 key factors that charity organizations must apply to establish, develop and maintain a relationship with Millennials.

Im Fokus der Dissertation steht die Erforschung nachhaltiger Effekte durch Informationssysteme, insbesondere Ansatzpunkte zur Nachhaltigkeitstransformation der Gesellschaft durch Methoden und Artefakte der Green Information Systems (Green IS). Als Green IS werden sozio-technische Informationssysteme bezeichnet, die neben wirtschaftlichen Kriterien der ressourceneffizienten Bereitstellung von Informationen, der Koordination und Kommunikation auch die ökologische und soziale Dimension gemäß der „Triple Bottom Line“ (Drei-Säulen-Modell der nachhaltigen Entwicklung) adressieren. Der Anwendungsbereich von Green IS liegt auf der Reduktion von Umweltbelastungen und der Bewältigung komplexer Umweltherausforderungen durch sozio-technische Informationssysteme. Neben Forschungsthemen der (Wirtschafts-)Informatik und der Wirtschaftswissenschaften werden Bereiche der Psychologie und Sozialwissenschaften zu Fragen der digitalen Nachhaltigkeitstransformation, der Nachhaltigkeitsbewertung sowie Akzeptanzforschung behandelt. Aufgrund der Komplexität und Vielschichtigkeit des Themas wird ein multimethodischer Forschungsansatz verfolgt, indem sowohl qualitative als auch quantitative Methoden zum Einsatz kommen. Die zentralen Forschungsfragen lauten dabei wie folgt: FF1. Welchen Beitrag können Green IS auf Makro- und Meso-Ebene zur Nachhaltigkeitsbewertung leisten und welchen Reifegrad weisen sie auf? FF2. Inwiefern können digitale Geschäftsmodelle zur unternehmerischen und gesellschaftlichen Nachhaltigkeitstransformation beitragen? FF3. Kann durch gezieltes Nachhaltigkeitsmarketing die Akzeptanz von Green IS in der Gesellschaft gefördert werden? Gemäß der Design Science Research werden Verfahren zur Nachhaltigkeitsbewertung für Smart City Mobilitätsstrategien und betriebliche Umweltinformationssysteme (BUIS) des produzierenden Gewerbes konstruiert. Es wird ein Prototyp zum webbasierten Benchmark solcher Smart City Initiativen realisiert. Das entwickelte Geschäftsprozessmodell zeigt auf, inwiefern eine Transformation zur Plattformorganisation im Rahmen von Open Innovation für Industriebetriebe erfolgreich gelingen kann. Die quantitativen Erhebungen zeigen auf, das vor allem hochpreisige Informations- und Kommunikationstechnologie (IKT) für Geschäftsmodelle der Sharing Economy geeignet ist sowie, dass die Akzeptanz nachhaltiger IKT in der Gesellschaft bereits insbesondere bei Zugehörigen des "Lifestyle of Health and Sustainability" (LOHAS) vorhanden ist und der weiteren Förderung durch geeignete Verbraucher-Symbole bedarf.