Problem: Although AI tools have come to facilitate and influence digital marketing in several ways, there is a continuing need for research on how AI can alleviate marketing problems and how the use of AI tools for marketing purposes can be facilitated for digital marketing agencies.  Purpose: The purpose of the study is to demonstrate how and why machine learning can both benefit and harm digital marketing agencies, as well as what factors digital marketing agencies need to take into account if they intend to use machine learning in digital marketing. Method: The study is based on a qualitative research strategy, with an inductive approach where six semi-structured interviews were conducted. Semi-structured interviews have been conducted to create flexibility in the individual being interviewed, and thus new insights and thoughts can arise. Thematic analysis has been used as an analysis method for the study, where the focus was aimed on identifying patterns and themes. Conclusion: Machine learning can benefit digital marketing agencies in digital marketing by streamlining work procedures by processing data and information, freeing up time for employees and also gaining the opportunity to achieve competitive advantage. Machine learning can harm digital marketing agencies in digital marketing by excluding human participants in the work system, reducing trust in the organization and creating discomfort with active personalization if used unethically. Factors that should be taken into account by digital marketing agencies if they intend to use machine learning in digital marketing are, that digital marketing agencies can not replace human interaction, human integrity is important insofar as digital marketing agencies follow laws and regulations, the size of the business determines which priorities is made between using previous knowledge and new technology, organizations need to be transparent and AI must be used throughout the organization in order for the organization to benefit in the long term / Problem: Trots att AI-verktyg har kommit att underlätta samt påverka den digitala marknadsföringen på flertalet olika sätt, så finns det ett fortsatt behov för forskning kring hur AI kan underlätta marknadsföringsproblem samt hur användningen av AI-verktyg i marknadsföringssyfte kan underlättas för digitala marknadsföringsbyråer.  Syfte: Studiens syfte är att påvisa hur och varför maskininlärning både hjälper och stjälper digitala marknadsföringsbyråer, samt vilka faktorer som digitala marknadsföringsbyråer behöver ta i beaktning om de avser att använda maskininlärning inom digital marknadsföring.  Metod: Studien utgår från en kvalitativ forskningsstrategi, med ett induktivt tillvägagångssätt där sex genomförda semistrukturerade intervjuer utförts. Semistrukturerade intervjuer har genomförts för att skapa flexibilitet hos individen som blir intervjuad, och således kan nya insikter och tankar uppstå. Tematisk analys har använts som analysmetod för studien, där fokus legat på att identifiera mönster och teman. Slutsats: Maskininlärning hjälper digitala marknadsföringsbyråer inom digital marknadsföring med att effektivisera arbetsprocesser genom att bearbeta data och information, frigöra tid för anställda samt möjligheten att erhålla konkurrensfördelar. Maskininlärning stjälper digitala marknadsföringsbyråer inom digital marknadsföring genom att exkludera mänskliga deltagare inom arbetssystemet, minska förtroende för organisationen samt skapa obehag vid aktiv personalisering om det används oetiskt. Faktorer som bör tas i beaktning av digitala marknadsföringsbyråer om de avser att använda maskininlärning inom digital marknadsföring är att digitala marknadsföringsbyråer inte kan ersätta mänsklig interaktion, mänsklig integritet är viktigt i det mån att digitala marknadsföringsbyråer efterföljer lagar och regler, storleken av verksamheten avgör vilka prioriteringar som görs mellan att nyttja tidigare kunskap och ny teknologi, organisationer behöver vara transparenta och AI måste nyttjas genomgående i organisationen för att organisationen ska gynnas på lång sikt.

Social media and its underlying technologies have created an advanced and sophisticated platform for digital activism. As a result, companies and organizations are undergoing a pivotal transition in how they reach and engage with users in a fast and efficient manner. Specifically, nonprofit organizations have taken advantage of using social media platforms to not only amplify their brand and image, but also spread awareness of their mission to larger audiences. The aim of this study is to delve into the use of social media in the activism measures of nonprofit organizations and determine its effectiveness across the organizations. First, an in depth literature analysis will explore social media and its impact on digital activism as well as how social media has been utilized by renown nonprofits in the case studies of Greta Thunberg, and the Black Lives Matter movement. Second, the study will depict both qualitative and quantitative data taken from local nonprofit organizations that explore the impact of social media towards their activism measures. The case companies used in this study are Dolgin Digital Media and the Local Initiatives Support Corporation. After a thorough analysis of the qualitative and quantitative data, it was determined that social media is an effective tool for nonprofits to not only communicate their mission efficiently and quickly to a mass audience, but also as a mechanism for brand amplification. / Sociala medier och dess underliggande tekniker har skapat en avancerad och sofistikerad plattform för digital aktivism. Som ett resultat genomgår företag och organisationer en avgörande övergång i hur de når och samarbetar med användare på ett snabbt och effektivt sätt. Specifikt har ideella organisationer utnyttjat att använda sociala medieplattformar för att inte bara förstärka sitt varumärke och sin image, utan också sprida medvetenheten om deras uppdrag till större publik. Syftet med denna studie är att fördjupa användningen av sociala medier i ideella organisationers aktivismåtgärder och bestämmadess effektivitet i organisationerna. Först, en djupgående litteraturanalys kommer att utforska sociala medier och dess inverkan på digital aktivism samt hur sociala medier har använts av kända ideella organisationer i fallstudierna av Greta Thunberg, och Black Lives Matter-rörelsen. För det andra kommer studien att skildra både kvalitativa och kvantitativa data som tas från lokala ideella organisationer som undersöker effekterna av sociala medier på deras aktivismåtgärder. De fallföretag som används i denna studie är Dolgin Digital Media och Local Initiatives Support Corporation. Efter en grundlig analys av kvalitativa och kvantitativa data, det fastställdes att sociala medier är ett effektivt verktyg för ideella organisationer för att inte bara kommunicera sitt uppdrag effektivt och snabbt till en masspublik, utan också som en mekanism för varumärkesförstärkning.

Abstract Background “Traditional digital advertising has become wallpaper. It doesn’t improve anyone’s experience on a site and readers, myself included, pretty much look past it” stated by Jason Hill, Global Head of Media Strategies (Adage.com, 2019). Marketing managers attempt and fail in adapting traditional marketing strategies to the unfamiliar digital landscape. Traditional techniques e.g. banner ads appear as intrusive and unwanted according to consumers. Brands have in response strategically changed its communication to a rather subtle approach that aims to be non-intrusive. Aforesaid strategy is referred to as native advertising. Native advertising however is not unproblematic as said approach may be exploited to be deceptive, intrusive and secretive, brand whom implements such a strategy may be rewarded with short term positives. However the long term effects of said strategy prove negatives in various aspects of the brand. Purpose The purpose of this thesis is to explain how the conceptualization of native ads influence users’ feeling of non-intrusiveness. Method The conducted study implemented a deductive approach to research, including an explanatory purpose as previously elaborated upon. The study is further characterized as a cross-sectional design in which the researchers aimed to test the conceptualization of non-intrusive native advertising. The researchers further conducted a self administrated questionnaire with a total of 158 respondents. The data was cleaned in SPSS and further tested for reliability, validity and hypothesis testing. Conclusion The findings of the conducted study concludes that personalized advertising positively contributes to users’ feeling of non-intrusiveness. On the other hand, contextual relevance, 1 transparency, emotional appeal and informational appeal were rejected as such variables were not statistically significant in explaining non-intrusiveness. Therefore, the researchers rejected hypothesis H1, H2, H3, H4 and therefore rejected previous research stating that these variables contributes to users’ feeling of non-intrusiveness. However H5 was accepted, therefore theories that suggests that personalization according to one’s interest, previous interactions and real-time data to influence users feeling of non-intrusiveness were confirmed.

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2017-03-17T11:54:16Z No. of bitstreams: 1 Leonardo Vendramini Casartelli.pdf: 7467161 bytes, checksum: 913418c9d8ea8583dc4c2b0bda0976fa (MD5) / Made available in DSpace on 2017-03-17T11:54:16Z (GMT). No. of bitstreams: 1 Leonardo Vendramini Casartelli.pdf: 7467161 bytes, checksum: 913418c9d8ea8583dc4c2b0bda0976fa (MD5) Previous issue date: 2017-03-09 / The way companies interact with their consumers has been changing deeply during the last few years. Internet, social networks and new digital marketing features have made it necessary for organizations to adapt themselves to this new context in order to remain market competitive while other companies have already presented new commercial models focused on digital market. Traditional sectors enterprises, such as weddings were also influenced. By means of gathering theoretical background and case studies, this survey has the purpose of analyzing the value creation for a wedding market brand which has been acting exclusively on the internet with the goals of identifying the main strategies and challenges of this sector recently. Drawing on digital marketing and social medias which creates value to the brand, iCasei is nationally known by your wedding webpages evolution in which the focus are improving the website itself as well as the wedding gift lists which can be converted into cash, what, as stated in this survey, makes a great difference due to its reliability and quality known by its consumers and that helps to go over challenges of a totally online services / Nos últimos anos a forma como as empresas se relacionam com o seu consumidor mudaram profundamente. Com o advento da internet, das redes sociais e das novas ferramentas de marketing digital foi necessário que as organizações de adequassem a este novo contexto para se manterem competitivas, enquanto outras empresas já ingressaram em novos formatos e modelos comerciais, visando o mercado digital. Empresas prestadoras de serviço também foram afetadas. Por meio de um levantamento teórico e a aplicação de um estudo de caso, esta pesquisa analisa a criação de valor para empresas prestadoras de serviço que atuam no mercado online, no caso estudado uma marca do mercado de casamentos que atua única e exclusivamente na internet, tendo como objetivo identificar as principais estratégias e desafios deste setor no atual cenário. Assim como se dá a utilização de ferramentas de marketing digital e redes sociais para criar valor à marca, neste caso estudado, uma das maiores empresas brasileiras de casamento na internet, o iCasei, conhecido nacionalmente pelo desenvolvimento de sites de casamentos e listas de presentes convertidas em dinheiro, que, como constatado neste estudo, possui seu grande diferencial no que diz respeito à qualidade e credibilidade percebida pelos seus consumidores e que ajudam a superar os desafios de uma prestação de serviço totalmente online

La thèse sur papiers analyse les impacts des faux avis en ligne sur les relations sur le marché. Une séquence structurée des études qualitatives et quantitatives explore les perceptions des consommateurs et leur comportement relativement aux faux avis et étudie les solutions possibles pour détecter la communication trompeuse. La recherche confirme l'importance du phénomène des faux avis en ligne pour le marché et la nécessité de mesures opportunes anti-tromperie; des solutions pratiques et un agenda de recherche sont suggérés. / The paper-based thesis analyses the impacts of fake online reviews on marketplace relationships. A structured sequence of qualitative and quantitative studies explores customer perceptions and behavior with regard to fake reviews and investigates possible solutions to detect deceptive communication. The research supports the importance of the phenomenon of fake online reviews for the market and the necessity of timely anti-deception measures; both practical solutions and research agenda are suggested.

The purpose with the thesis is to identify, analyze and present the problems micro companies in the Swedish fashion and sport industry are facing when using social media as a communication tool in their marketing activities. Also relevant digital communication channels have been investigated and presented. Two case studies have been made with two Swedish micro companies in order to fulfill our purpose and answer our two research questions. The result from the interviews showed that micro companies, overall in the industry, could benefit from using social media as a communication channel, but they struggle to know how they should use it. We answer our research question through creating and presenting our own constructed model that companies should use in their business for planning their social media strategy and overcome the found problems. The thesis is a qualitative research with an abducted approach. We did an active research with a case study on the two companies Kask of Sweden and Gococo. Through deep interviews, we got much information about how they work today and what problems they face when using social media. We have worked with four themes during the entire process; present, relationship, problems and future, to facilitate for the reader and for us. The study has high reability for the investigated companies, and we also argue that it could be of interest for other fashion and sport micro companies at the Swedish market. An theoretical framework was conducted through researching the specific area and finding relevant theory and published material concerning marketing and communicaton, as well as digital marketing theory and publications about social media. The chosen material is presented in the theory chapter where an own constructed model is presented as a guideline for the reader. It will help the reader to find the theories and their elations to each other. We believe it to be a good way of ease the understanding and the relevance of the chosen theories. The research shows that micro companies in the Swedish fashion sport industry faces different problems using social media as a communication platform for their company. Thus micro companies often have a very limited amount of resources and neither have the money, the knowledge or the time to manage a large marketing and communication social media can be beneficial if used properly. Though it comes with a few struggles. The main problems concerned around knowing who their real customer is, how to handle the relationship and create stronger connections with customers, difficulties in knowing which channels to use and how to handle them properly. They also found problems in knowing what how to communicate the right image and get the desired result of the published materials. Lastly the companies sometimes lacked a clear strategy in managing their social media platforms and raised questions about the language use, time consumption and who should run the activates. With our ”Four step-from likes to commitment” model we want to put attention to the most relevant steps a company needs to be aware of before starting and during working with social media, as well as be a strategy to handle and overcome the problems the previously struggled with. / Program: Textilt management, fashion management

A popularização mundial da internet facilita para seus usuários o compartilhamento de informações, opiniões e experiências sobre diversas questões, como seus interesses, produtos, serviços e locais que visitaram ou que pretendem visitar. Nesse contexto, abre-se espaço para que as organizações também participem desse processo, de modo a conhecer melhor seus públicos e desenvolver ações para influenciar positivamente suas decisões; esse conjunto de práticas forma a chamada comunicação digital. Dentro da competição internacional para atrair investimentos, turistas, imigrantes e estimular exportações, muitos países passaram a adotar estratégias e práticas de criação e gestão de marcas a fim de melhorar suas imagens para obter melhores resultados nessa competição (inclusive o Brasil, através da Marca Brasil) e, com isso, a comunicação digital surge como um importante aliado. Entretanto, observa-se uma escassez de pesquisas que abordem a interdisciplinaridade desses assuntos. Assim, o objetivo geral desta pesquisa é avaliar a experiência de navegação de usuários estrangeiros nos conteúdos de comunicação digital no portal Visit Brasil. A pesquisa foi definida como qualitativa exploratória e, num primeiro momento, realizou entrevistas em profundidade com os profissionais envolvidos na criação e gerenciamento de tais práticas no caso brasileiro. Num segundo momento, foram entrevistados usuários estrangeiros dos conteúdos gerados para a Marca Brasil, contando também com as informações complementares obtidas pelo uso de um equipamento de eye tracking. Os dados qualitativos levantados serviram de base para uma análise de conteúdo. Os resultados obtidos fomentam a conclusão de que o portal Visit Brasil atinge seu objetivo de atrair potenciais turistas estrangeiros a visitar o país, mas falha em seu outro propósito de suprir as necessidades de informações turísticas desses indivíduos. Além disso, conclui-se que o portal não é capaz de influenciar mudanças na imagem do Rio de Janeiro como um destino turístico. Este estudo traz contribuições ao desenvolvimento de novos trabalhos sobre o assunto, além de fornecer aos profissionais envolvidos, e potencialmente às empresas do setor brasileiro de turismo, uma melhor compreensão e o descobrimento de novas oportunidades a respeito das práticas de comunicação digital desenvolvidas em prol da Marca Brasil e de seus resultados até o momento. / The worldwide popularization of the internet makes easier for its users to share information, opinions and experiences about several subjects, like their interests, products, services and places they\'ve been to or intend to go in the future. In this context, companies have the opportunity to also take part into this process, being able to know better their audiences and developing actions to positively influence their decisions, putting into practice digital marketing activities. As the international competition to attract investments, tourists, immigrants and stimulate exports continues to grow, many countries now adopt branding strategies and practices trying to improve their own images to get better results into this competition (including Brazil, through the Brazil Brand), and digital marketing is now an important ally for that attempt. However, studies that approach the interdisciplinarity of those subjects are scarce. Therefore, this study was developed to evaluate the experience of foreign users towards the digital marketing contents developed to the Brazil Brand through the website Visit Brasil. First, through a qualitative approach, in depth interviews were developed with professionals involved on the creation and management of those practices. After that, foreign users of the Brazil Brand online materials interacted with those contents, and these interactions were recorded and analyzed with an eye tracking equipment. In depth interviews also were conducted. All the collected data were analyzed through a content analysis. The results supports the conclusion that the website succeeds to attract potential foreign tourists to visit Brasil, but fails to supply all tourist\'s information needs. Also, it is possible to conclude that the website is incapable of influencing changes about the image of Rio de Janeiro as a tourist destination. This study contributes to the development of new researches on this field, and also will provide to the involved professionals and tourism companies, better comprehensions and new opportunities related to digital marketing practices developed to the Brazil Brand and its results so far.

This study offers insight into international audience reception of Corporate Social Responsibility (CSR) communication. Swedish companies are currently reaching international audiences through a variety of social media channels and this study analyzes how audiences in Sweden and the U.S. respond to specific messages.   Qualitative interviews with professionals offer background information on how CSR is currently communicated while audience responses to CSR communication are gathered through a web-based survey and focus groups consisting of American and Swedish citizens.   Results indicate that the two countries have more similarities than differences. Americans have a slightly more positive outlook on the communication and they are more likely to look up information about CSR initiatives after hearing a corporate message. This might indicate a more profound interest. Cultural and social differences are given as a possible explanation for the key differences.

從智慧型手機與平板電腦問市以來，移動式裝置的應用創造了人類生活的許多可能性，各類創新的商業模式應運而生。在即將邁入物聯網的未來，除了智慧型手機和平板電腦兩類移動式裝置外，手錶或眼鏡等生活用品，也都已經在實驗創新的應用，甚至在市面上販售，這些移動式裝置將為數位行銷領域帶來革命，產生新的商機。 本研究的個案公司Drcom，為一家法國的數位行銷及顧問公司，即是透過移動式裝置創造出的新商業模式，在醫療產業中使用E-detailing的方式為客戶提高業務銷售量。研究者透過在Drcom法國總部實習半年的方式，實地參與個案公司日常運作來進行研究。除了描寫Drcom實務上運作的情形外，本研究藉由Business Canvas的模型來分析Drcom的商業模式，架構出Drcom運作的各類商業元素，並描繪彼此間之關係。 最後，研究結論點出Drcom以移動式裝置進行數位行銷獲利的四個關鍵，並且就觀察到的問題，給予個案公司建議。 / Since smart phones and tablets launched to the market, the various mobile devices applications have changed the imagination and possibilities of human life. As a result, different business models are created. In the near future, the concept of Internet of Things will defineitely bring more impact on digital marketing and business model. Drcom is a digital marketing and consulting company, specialized in pharmaceutical indusrty, and Drcom runs their business, which is e-detailing, through mobile devices. E-detailing is an efficient and effective business solution to sales in pharmaceutical industry. The researcher conducted the research by half year internship in person, and anlyzed the company by Business Canvas to clarify how the business model works and the relationship between business elements. Lastly, the research comes to a four key factors concultion regarding how Drcom runs business through mobile devices, and finally would end up with several suggetions.

Baigiamajame magistro darbe analizuojamos elektroninės komercijos, tradicinės ir skaitmeninės rinkodaros bei duomenų analizės teorijos. Identifikuojamos pragrindinės probleminės duomenų analizės vietos. Pristatomi mažų ir vidutinių Lietuvoje veikiančių elektroninių parduotuvių savininkų apklausos skaitmeninės rinkodaros ir vartotojų kuriamų duomenų analizės temomis rezultatai. Sudaromas teorinis rinkodaros modelis, o vėliau papildomas apklausos rezultatų įžvalgomis, nurodomos pagrindinės išspręstos probleminės sritys. Remiantis nauju rinkodaros modeliu siūlomas verslo modelis. Darbo pabaigoje yra pateikiamos išvados. Darbą sudaro 6 dalys: įvadas, teorijos analizė, tiriamasis-analitinis skyrius, projektinis skyrius, išvados ir siūlymai, literatūros sąrašas. Darbo apimtis – 63p. teksto be priedų, 9 paveiksl., 3 lent., 79 bibliografiniai šaltiniai. Atskirai pridedami darbo priedai. / This master’s thesis begins with an analysis of e-commerce, traditional and electronic marketing, and data analytics theories. Later on the results of Lithuanian based small and medium sized electronic shop owner’s query on digital marketing and data analytics are being presented. Theoretical marketing model is being presented and later updated depending on the results of previously presented results of query. Also main solutions for previously clarified problems are being proposed. Depending on new marketing model a new business model is also proposed. At the end of this bachelor’s thesis there are conclusions being brought, considering all three parts of the paper. Structure: introduction, theory analysis, analytical research, project, conclusions and suggestions, references. Thesis consist of: 63 p. text without appendixes, 9 pictures, 3 tables, 79 bibliographical entries. Appendixes included.