The purpose of this project is to expose a new benchmark business model, that has grown significantly in the tourism sector, modality that has the internet as a means of dissemination, communication, negotiation, and mainly effect the purchase of the tourism product. This model is called the Virtual Market or Electronic Commerce. Still can not scale up to where the internet can reach and influence in people's lives, but it is possible to establish clear and tangible examples that both, the routine as consumer behaviour have changed significantly in such a short time. A long time the technology is no longer a tool experience in laboratories, to become part of modern man's daily life, and this inevitable reality has caused many changes in people's lives. Therefore, it becomes a personal habits rehabilitation process, consumption practices, even structural reconstruction in some market segments, such as tourism. Here, tourism is considered not only as a business segment belonging to the tertiary sector, but as an economic activity of relevance in the production chain for regional development. The impact of changes are seen in consumer behaviour, both in the research process, decision making and execution of the purchase, as well as the new customer-supplier relationship, and billing results. / Este trabalho tem o objetivo de discutir um modelo referencial de negócio que vem crescendo significativamente no segmento do turismo, modalidade que tem a internet como meio de divulgação, comunicação, negociação, e, principalmente, efetivação da compra do produto turístico. Este modelo é chamado de Comércio Eletrônico ou de Mercado Virtual. Ainda não é possível dimensionar até onde a internet pode alcançar e influenciar na vida das pessoas, mas já é possível comprovar exemplos claros e palpáveis que tanto a rotina como o comportamento do consumidor mudaram significativamente em tão pouco tempo. A muito tempo a tecnologia deixou de ser uma ferramenta em laboratórios de experiência, para fazer parte do cotidiano do homem moderno, e essa realidade inevitável tem provocado muitas mudanças na vida das pessoas. Percebe-se então, um processo de readaptação de hábitos pessoais, práticas de consumo, até reconstrução estrutural em alguns segmentos de mercado, a exemplo do turismo. Aqui, considera-se o turismo não apenas como um segmento de negócio pertencente ao setor terciário, mas como uma atividade econômica de relevância na cadeia produtiva para o desenvolvimento regional. O impacto da mudança é observado no comportamento do consumidor, tanto no processo de pesquisa, na tomada de decisão e na efetivação da compra, como também na nova relação cliente-fornecedor, e nos resultados de faturamento.

The marketing landscape is changing, with the focus shifting from traditional marketing methods towards digital marketing. Enterprises must realize the importance of this new paradigm to not risk falling behind competitors. The new paradigm focuses on customer relationships and trying to attract and create loyal customers. A new way of creating loyal trusting customer relationships is by using content marketing, meaning providing customers with valuable information in the form of content and enabling two-way communication. To understand how consumers perceive content and why they choose to engage or not, is crucial for enterprises, in creating successful content marketing.This study aims to provide knowledge and understanding of how content marketing affects customer engagement from a consumer's perspective. This study is a qualitative study using several semi-structured interviews and observations to gather data. A conceptual framework from previous research is used to analyse the result, this framework is a multidimensional approach of how consumers react and perceive different types of online content marketing.The outcome of this study shows that consumer engagement is a psychological state that is hard to reach for any enterprise/brand, to be truly successful the consumers dimensions of cognitive, emotional and action response must all be affected, which can be enabled through credible, targeted and differentiated content marketing. / Omgivningen för marknadsföring håller på att förändras, fokus har flyttats från traditionella metoder mot digitala marknadsmetoder. Företag måste förstå hur viktig detta paradigmskifte är för att inte halka efter sina konkurrenter. Det nya paradigmet fokuserar på kundrelationer och att försöka attrahera och skapa lojala kunder. Ett nytt sätt att skapa dessa relationer är att använda innehållsmarknadsföring (content marknadsföring), med det menas att tillhandahålla värdefull information i form av innehåll och att bistå med plattformar för att underlätta tvåvägskommunikation mellan kunder och företag. Att förstå hur kunder uppfattar innehåll och varför de väljer att engagera sig i den eller inte är avgörande för ett företag i att skapa lyckad innehållsmarknadsföring.Syftet med denna studie är att förse läsaren med kunskap och förståelse för hur innehållsmarknadsföring påverkar kundengagemang ur ett kundperspektiv. Studien är en kvalitativ studie som använder semi-strukturerade intervjuer och observationer som dataunderlag. Ett ramverk baserat på tidigare forskning används för att analysera resultatet, som byggs på ett flerdimensionellt synsätt hur kunder reagerar och upplever olika typer av innehållsmarknadsföring.Resultatet av studien visar hur kundengagemang är ett psykiskt tillstånd som är svårt för företag/varumärken att skapa hos konsumenten. För att uppnå lyckosam innehållsmarknadsföring måste kundens kognitiva, emotionella och viljan att ta handling stimuleras, vilket kan skapas genom trovärdig, målinriktad och differentierad innehållsmarknadsföring.

The internet and the rise of e-commerce have changed the foundation for how Swedish fashion companies operates. The shift has simplified for businesses to reach foreign customers who are vital for the fashion companies as the Swedish market is too small to nurture all existing companies. To expand abroad often requires plenty of resources to overcome structural entry barriers. One marketing tool that Swedish fashion companies have used to avoid high expenditures is Affiliate marketing, a cost-effective digital marketing instrument. Therefore, is the purpose of this study to broaden the discussion about Affiliate marketing. Furthermore, this thesis will try to understand how Swedish fashion companies have incorporated Affiliate marketing to overcome market entry barriers. The result from the empirical findings gave indications that Affiliate marketing has had an impact on the Swedish fashion companies’ expansion. It was important for the interviewed companies to collaborate with different bloggers and websites, to create a certain awareness about the companies’ products on the new markets. The study also showed that Affiliate marketing could lower entry barriers by itself but also exposes businesses to new barriers as logistic- and payment solutions that must work simultaneously. The outcome of the study shows that it is significantly important for a Swedish fashion company to have a proper logistics- and payment system in place before a company implements Affiliate marketing, as the method will otherwise prove ineffective. / Enligt en rapport från Tillväxtverket är den svenska marknaden för mode för liten för att mätta allabefintliga bolag. För att nå ut till nya kunder har svenska modeföretag använt sig av e-handel ochonline marknadsföring. Affiliate marketing är en kostnadseffektiv digital marknadsföringsmetod somsvenska modeföretag har använt sig av. Eftersom att det är vitalt för svenska företag att marknadsförasig på och exportera sina produkter till andra marknader är syftet med uppsatsen att breddaforskningen kring Affiliate och försöka förstå Affiliate marketings roll i svenska modeföretagexpansionsstrategi och hur företagen har använt Affiliate marketing i sin expandering. Efter att ha genomfört intervjuer gav resultatet från empirin indikationer om att Affiliate marketinghade haft en påverkan på svenska modeföretags genomförda expansion utomlands. Det var viktigt förde intervjuade företagen att kunna samverka med olika intressenter som kunde agera publicister ochskapade intresse på de nya marknaderna. Resultatet visade att Affiliate marketing inte enskilt kundesänka etableringshinder utan att företag var tvungna att genomföra andra åtgärder samtidigt.Det var av större vikt att som företag ha implementerat en fungerande logistik- och betalningslösningpå plats innan svenska modeföretag använde sig av någon typ av marknadsföring som exempelvisAffiliate marketing.

The aim of this Master Thesis is to provide an overview of the theoretical marketing tools necessary for the development and implementation of the marketing campaigns in social media. The thesis work is structured in three parts. The first part describes the theoretical marketing tools and frameworks advised to be used for the development of the social media marketing campaign. The second part of this thesis work recommends the tools needed for the actualization of the campaign. The practical part of this thesis work, the third part, presents a showcase about The Ultimate Tour Competition 2013, a social media marketing campaign developed and implemented by the author using some of the tools suggested in the first two parts of the thesis work. The information and data needed for the development of the social media marketing campaign was acquired by the author during the internship in the TourRadar and by the means of secondary research.

The thesis titled "Use of digital marketing tools in the music industry" focuses on digital marketing and digital music and their mutual relationship. The aim is to describe the possibilities of digital marketing in today's music industry and explore the hypothesis that the Internet and digital music fundamentally affect modern music industry and thus the marketing of music artists and their work. The first part describes the transformation of the Internet into its present form. It also describes digital marketing, its history, tools and significant trends. The second defines the music industry and explain its structure and the change, which it is currently undergoing, due to the advent of digital music. The third part presents the analysis of individual digital music distribution and marketing tools.

Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-06-17T19:29:46Z No. of bitstreams: 1 Andre Luiz Ramos.pdf: 1609339 bytes, checksum: f6cc0ab43f1a4644ea43c16b8ad72aa8 (MD5) / Made available in DSpace on 2016-06-17T19:29:46Z (GMT). No. of bitstreams: 1 Andre Luiz Ramos.pdf: 1609339 bytes, checksum: f6cc0ab43f1a4644ea43c16b8ad72aa8 (MD5) Previous issue date: 2015-08-28 / The electronic word of mouth – eWOM – has increasingly become an important communication tool in the market, but still, the antecedents leading consumers to adopt such tool are still receiving limited attention. This study aims to review the underlying antecedents of this decision-making process from a conceptual descriptive model. It was tested four key influential antecedents on the behavior of travel package consumers in terms of their e-word-of-mouth use: acceptance of electronic communication technology, quality of consumer’s experience, subjective norms, and drivers for internet use. After a questionnaire validation from a sample with 417 respondents, it was estimated the relations among the constructs and assessed the mediation of construct attitude. Results pointed out that the subjective norms and the acceptance of electronic communication technology can be antecedents to the drivers of internet use, which together with quality of consumer’s experience are prior to the attitude, confirmed as mediator for e-word-of-month usage intention. The study is exclusively focused on the travel package context, being recommended studies in other sectors as well as other distinct targets to extend the understanding of such relations. / A comunicação eletrônica boca-a-boca vem se firmando como uma ferramenta de comunicação importante no mercado e limitada atenção tem sido prestada aos antecedentes que levam o consumidor a adotar esse comportamento. Esta pesquisa teve como objetivo analisar antecedentes desse processo de decisão separando os construtos em dois grupos (online e off-line), e desta forma foram avaliados os efeitos na Atitude, que precede a Intenção de se utilizar o boca-a-boca. Foram testados quatro antecedentes-chave que influenciam a atitude dos consumidores de pacotes de viagens em relação à utilização do boca-a-boca eletrônico: aceitação da tecnologia eletrônica de comunicação, Qualidade da experiência do consumidor, normas subjetivas e motivação ao uso de internet. O questionário foi validado e, a partir de uma amostra de 417 respondentes, foram aplicadas ferramentas estatísticas preparatórias, que validaram os dados para aplicação do método PLS, permitindo estimar uma série de relações de dependência entre as variáveis latentes. Os resultados indicam que as normas subjetivas e a adoção da tecnologia são antecedentes da Motivação ao uso da internet (componente online) que, em conjunto com a Qualidade da experiência (componente off-line), antecedem a Atitude. Já a Atitude se comprovou como antecedente da Intenção de uso do boca-a-boca eletrônico. A pesquisa se insere exclusivamente no contexto de pacotes de viagens, sendo recomendados estudos em outros mercados, bem como com públicos distintos para ampliar a compreensão dessas relações.

The digital age has brought many new technologies that are disrupting the way that companies interact with customers. Automated technologies are one aspect of technological development in recent days, and it has changed how regular business operations are performed. Chatbots, for instance, has changed the way that customers interact with companies. Facilitating interaction and being available around the clock to serve customers who have questions. This study investigated how automated technologies are used in CRM-activities of companies and how the implementation of such technologies can lead to customer engagement. CRM, Customer Relationship Management, is a core business strategy that aims to strengthen customer relationships through co-creating value with the use of supporting technologies. Customer engagement is a measurement of a customer's involvement with a firm over time, with the end goal of customers becoming “fans” that advocate and generate word-of-mouth for the firm. This study investigates how companies utilize automated technologies in CRM-activities and if these technologies can help lead to customer engagement. The study aims to answer the following research question: How are automated technologies, more specifically chatbots, used in existing CRM strategies to further create customer engagement? The study conducted investigates these technologies within five companies that utilize chatbot-technologies from chatbot-providers. The chatbot-providers are also part of the study to get a more comprehensive view of the functionalities and purpose of these technologies. The contrasting view of companies and chatbot-providers is used to answer the sub-purposes of the thesis regarding how companies implement automated technologies. A qualitative study with interviews was conducted, along with secondary data from written documentary sources. The data were analyzed in a theoretical thematic analysis in which themes were developed from the theoretical framework. The findings of the study show that despite the potential of automated technologies, the most prominent use is for customer service operations. The potential for automated technologies in CRM is greater than what was found in the interviewed companies. The findings also demonstrate that automated technologies facilitate connection, interaction, and increases customer satisfaction, which can lead to customer engagement. The findings also show that there is a discrepancy in the views of companies who use chatbots in their business processes and the chatbot-providers that help implement them.

Gamification is a concept that is gaining significant recognition in the field of business administration in general and marketing in particular. Gamification has been gaining the interest of researchers recently with mostof the studies being conducted during the last three years. Gamification presents an opportunity for businesses to gain consumers’ attention and engagement through different aspects and elements of it. Organizations such as Pinchos, the restaurant have utilized those gaming elements in order to grow their revenues and keep the customers engaged while ordering food. Despite the exponential growth of gamification in the business world, studies on its marketing effectiveness and the influence of its elementsare lacking.To fill this gapin the literature, this researchaims to gain a deeper understanding of gamification and its different elements, byfocusingon the utilization of gamification as a digital marketing tool to enhance customer loyalty and retention in retail store setting. Therefore, this researchaimsfirst to identify all the factorsaffecting store choice. Second, identify and examine the different factors affecting retail store loyalty. Finally, the differentelements of gamificationare identifiedand their effect on loyalty are studied.In order to fulfil thepurpose of the studywe have collaborated with ChildrensHouse, a retail toy store located in Umea, Sweden, in order to gain insights from current and potential customers. A quantitative study was conducted,and the sample population chosen was generation Y parents, due to their digital literacy. To add a degree of credibility to the research, a short interview with Simon, the owner of ChildrensHouse, was conducted in order to gain managerial insights as well.The main conclusions of this research include,the different factors affecting retail toy store choices which were: store attributes, product attributesand demographics; the factors influencing loyaltywhich were: interpersonal communications, impersonal communications, direct experience, distance, value for moneyand engagement in gamified applications. Finally, the research results indicate that gamification when utilized as an engagement application will enhance customer retention and store loyalty.

Debido a los cambios tecnológicos experimentados en las últimas décadas, las tendencias del consumidor se han modificado drásticamente. Han cambiado los patrones de compra al igual que las necesidades y motivaciones de los consumidores. El internet transformó la lógica de la mercadotecnia, ya que cambió los tiempos y el acceso a la información al igual que el desarrollo y consolidación de un producto. En el caso del mercado de los teléfonos inteligentes, se vive un crecimiento exponencial, consecuencia de la cultura de la portabilidad, optimización del tiempo y la facilidad de compra. Esta situación ha generado que las empresas desarrollen aplicaciones (apps) que apoyen en el proceso de compra, cuyo diseño está orientado a satisfacer necesidades y crear relaciones duraderas con los clientes. Para la presente investigación, se estudiará la relación de los factores que más inciden en la percepción de la calidad del servicio de delivery a través de aplicativos móviles que emplean los usuarios que viven o trabajan en Lima Metropolitana del NSE A/B/C en el año 2019. El enfoque de la investigación fue mixto, en donde se realizó un estudio cualitativo, donde se empleó entrevistas a expertos en el rubro y en marketing digital. También se realizó un estudio cuantitativo mediante 314 encuestas al público objetivo para validar y complementar la información obtenida. Se obtuvo como principal hallazgo que sí existe relación significativa entre los factores de seguridad y empatía, que son los más influyentes en la calidad del servicio de delivery a través de aplicativos móviles. / Due to the technological changes experienced in the last decades, consumer trends have changed dramatically, purchasing patterns have changed as well as the needs and motivations of consumers. The internet transformed the logic of marketing as it changed the times and access to information as well as the development and consolidation of a product. In the case of the smartphone market, there is exponential growth as a consequence of the culture of portability, optimization of time and ease of purchase. This situation has led companies to develop applications (apps) that support the purchasing process, whose design is aimed at satisfying needs and creating lasting relationships with customers. For this research, the relationship of the factors that most affect the perception of the quality of the delivery service through mobile applications used by users who live or work in Metropolitan Lima of the NSE A / B / C in the 2019 will be studied. The research approach was mixed, where a qualitative study was carried out using interviews with experts in the field and in digital marketing. A quantitative study was also carried out through 314 surveys to the target audience to validate and complement the information obtained. The main finding was that there is a significant relationship between safety and empathy factors, which are the most influential in quality because they reflect quality of the delivery service through mobile applications. / Tesis

El sector retail se ha visto influenciado por el ecommerce, provocando que empresas del sector dirijan sus esfuerzos al Marketing digital. Dentro del estudio, se encontró que las ventas generadas por este canal tuvieron un aumento dentro de su portafolio. De igual forma, se encontró que el comportamiento del consumidor, en supermercados, era distinto al resto del sector, por lo que el Marketing digital si influía en su intención de compra, no obstante, el recorrido terminaba en la compra física. Por otro lado, en base a los autores recolectados en el estudio, se halló que el inbound Marketing desarrolla varias características que involucran a los esfuerzos de Marketing de contenidos; cuyo objetivo es atraer, adquirir y comprometer a un segmento del mercado. Asimismo, siendo los blogs, comunidades virtuales y aplicaciones; herramientas que influencian al consumidor a una intención de compra. / The retail sector has been influenced by ecommerce, causing companies in the sector to direct their efforts to digital Marketing. Within the study, it was found that the sales generated by this channel had an increase within its portfolio. Likewise, it was found that consumer behavior in supermarkets was different from the rest of the sector, so that Digital Marketing did influence their purchase intention, however, the journey ended in the physical purchase. On the other hand, based on the authors collected in the study, it was found that inbound Marketing develops several characteristics that involve content Marketing efforts; whose objective is to attract, acquire and engage a market segment. Also, being blogs, virtual communities and applications; tools that influence the consumer to purchase intention. / Trabajo de investigación