En el presente trabajo de innovación se propone la creación de una idea de negocio nueva que satisface la necesidad de un público objetivo con tendencia a la compra de artículos o servicios de entretenimiento aprovechando el descuento con una tarjeta de crédito que no tiene dentro de su portafolio. Se presenta un análisis del mercado meta y de las variables de nuestro entorno económico, político y demográfico. También se propone la implementación de herramientas de marketing digital y en base al marketing mix se propone la estrategia de diferenciación y liderazgo en costos. Se trabajó una campaña de Marketing a través de una landing page el cual arrojo un resultado positivo que marca una tendencia de los clientes potenciales hacia la compra de entradas para eventos aprovechando los descuentos de tarjetas de crédito. También se realizó una proyección de los ingresos de la compañía dando indicadores financieros rentables y con una proyección de crecimiento sostenible en el tiempo. Por lo tanto, se concluye que la idea de negocio propuesta es nueva en el mercado y satisface una necesidad latente en el Perú y con una proyección de crecimiento rentable. / In this innovation work, we propose the creation of a new business idea that satisfies the need of a target audience with a tendency to buy entertainment items or services, taking advantage of the discount with a credit card that is not in their portfolio. An analysis of the target market and the variables of our economic, political and demographic environment is presented. The implementation of digital marketing tools is also proposed and based on the marketing mix, the strategy of differentiation and cost leadership is proposed. A Marketing campaign was carried out through a landing page which a positive result that marks a trend of potential customers towards the purchase of event tickets taking advantage of credit card discounts. In fat, a projection of the company's income was also made, giving profitable financial indicators and a projection of sustainable growth over time. Therefore, it is concluded that the proposed business idea is new in the market and satisfies a latent need in Peru and with a projection of profitable growth. / Trabajo de investigación

Social Media Marketing Strategies for Small Businesses: A Comprehensive Guide to Success and Growth, explores the use of social media marketing strategies for small businesses.The purpose of this study is to identify specific strategies, techniques, and best practices for successful social media marketing. Social media has become a powerful marketing tool for businesses to promote their products and services. However, small businesses face unique challenges in the marketing landscape, including limited resources and low marketing budgets. Social media provides a low-cost, highly effective way for small businesses to reach new audiences and communicate with potential customers. With the right strategies, social media can help small businesses build brand awareness, create better customer relationships, and drive sales. By examining marketing analytics from two local startups (Green Llama and Firestarter Mug), implementing dozens of strategies, analyzing research from social media experts, and providing data-proven solutions, this study will help small businesses develop and implement effective social media marketing strategies.

The industrial marketing strategy in many industries has been largely influenced by the coming of digital marketing over the past decade. The trends are changing from the traditional to a digital era and companies are being forced by this digitalization shift. The manufacturing and marketing consultant industry is no exception. Since previous research has often been towards SMEs as a whole instead of specific industries. The research gap that the authors would like to investigate is brand equity development through digital marketing among two B2B SME industries, manufacturing and marketing consulting firms in Sweden. Moreover, the authors used a series of research methods to collect primary data and secondary data, as well as a computer-assisted coding software used for qualitative data analysis and coupled with benchmarking analysis for the secondary data analysis. Theories of brand equity and digital marketing ( marketing funnel and digital channels) are connected to the empirical findings of digital communication and business relationship to uncover what differentiates manufacturers from marketing consultants in brand equity building through digital marketing channels. The manufacturing industry has gained knowledge over the last few years when it comes to branding and digital marketing but is still split over the subject because of no clear direct benefits. They also lack the motivation that would have given them access to this knowledge, but somehow they have started outsourcing. Overall it seems that the manufacturing industry is working hard to become more digital. Lastly, a proposed model is recommended by the authors through the findings from both industries.

Syftet med denna studie är att skapa kunskap om hur digitalisering har påverkat marknadsföringsstrategier inom svenska apotek som verkar inom både e-handel och fysisk verksamhet. Två forskningsfrågor har undersökts, vilka är hur marknadsföringsstrategier påverkats av digitaliseringen i svenska apotek samt hur denna utveckling hjälpt apoteken i Sverige att konkurrera med varandra. Kvalitativ metod med abduktiv ansats har använts vid denna studie. Fallstudieformat har applicerats med semistrukturerade intervjuer som datainsamling. Fallstudieobjekten var Meds, Apotea, Apoteket AB och Apotek Hjärtat. Intervjuerna har analyserats genom innehållsanalys och tematisk analys. Resultatet visar att digitaliseringen påverkat en snabb utveckling av marknadsföringskanaler och distribution såsom e-handelsbutikerna för apoteken i Sverige. Vi drar slutsatsen att digitaliseringen gett upphov till nya strategier som ges större utrymme inom marknadsföringsarbetet hos apoteken. Vi kan också se att apoteken i denna studie utgår från traditionella strategier och kompletterar dessa med digitala marknadsföringsstrategier som även ges störst utrymme. Studien fyller ett forskningsgap för apoteksföretagen i Sverige och marknadsföringsstrategierna till följd av digitaliseringen. Studien bidrar till ökad förståelse för hur digitaliseringen påverkat apotekens utveckling och hur marknadsföringen ser ut för samtliga fallföretag. En framtida forskning kring hur apoteken i Sverige utvecklas längre fram i digitaliseringen samt med fler apoteksföretag.

京都大学 / 新制・課程博士 / 博士(経営科学) / 甲第24769号 / 経営博第24号 / 新制||経営||5(附属図書館) / 京都大学大学院経営管理教育部経営科学専攻 / (主査)准教授 HAN Hyun Jeong, 教授 原 良憲, 教授 山田 仁一郎, 教授 若林 靖永 (佛教大学) / 学位規則第4条第1項該当 / Doctor of Philosophy in Management Science / Kyoto University / DFAM

Through four essays, this dissertation contributes to the body of marketing literature by advancing understanding of consumer interactions with digital decision aids. Different aspects of the content contained within digital decision aids are explored in several contexts. First, the drivers of consumer interactivity in an online review community are examined and it is found that violations of community norms are an important factor in stimulating consumer action. Second, a tool is developed to facilitate the normalization of online review content across languages. Next, elements of language and national culture are investigated to determine their influence on consumer reviews in an international context. It is found that cultural biases play an important role in the relative verbosity, valence, and helpfulness of online reviews across countries. Lastly, the role of images in digital decision aids is considered and it is found that image type and perspective can influence consumer product evaluation. In sum, the influence that content and context have on consumer interactions with digital decision aids is clearly demonstrated through a diverse yet intertwined set of studies. / Business Administration/Marketing

Artificiell Intelligens, AI, har genom den senaste tidens tekniska utveckling fått en allt större roll inom marknadsföringsarbetet. Denna studie syftar till att undersöka hur ansvariga inom marknadsföring upplever att AI påverkar deras arbete samt hur ett möjligt samarbete mellan AI och människan kan se ut inom marknadsföring. Ansvariga för marknadsföring har intervjuats för att svara på undersökningens syfte. Resultaten visar att ansvariga inom marknadsföring upplever en positiv påverkan där AI effektiviserar arbetet och förbättrar produktiviteten. Studien visar att människor och AI kan samarbeta genom att utnyttja respektive parts relativa styrkor och förmågor. AI upplevs ha goda analytiska förmågor medan människor utmärker sig genom intuitiva och empatiska förmågor. Resultaten tyder på att AI kan ses som ett komplement till människan inom marknadsföringsarbetet. / Artificial Intelligence, AI, has assumed an increasingly prominent role in the field of marketing due to recent rapid technological advancements. This study aims to explore the perceptions of AI's impact on their work as well as the potential for collaboration between AI and humans in the field of marketing. In order to achieve the objectives of the study, interviews were carried out with individuals responsible for marketing.The findings indicate a generally positive perception of AI, as it streamlines processes and enhances productivity. The study further indicates that effective collaboration between AI and marketers can be achieved by leveraging each party’s respective strengths and capabilities. AI is recognized for its strong analytical abilities, while humans excel in intuitive and empathetic skills. Ultimately, the research suggests that AI can be seen as a complementary tool to enhance human capabilities and improve efficiency in marketing.

Studien utgår från det faktum att var femte köp i Sverige idag görs på Internet, vilket sätter press på e-handelsföretagen att differentiera sig, både inhemskt och på den internationella arenan. Tre faktorer är värda att nämna, då dessa är aspekter som de fysiska butikerna inte konkurrerar med i samma utsträckning som e-handel. Problemet utgår således från e-handlarens1 framgångsfaktorer utifrån ett konsumentperspektiv. Studiens syfte består av två delar. Vi vill dels undersöka hur viktiga faktorerna webbdesign, kundrelationer och distribution är för konsumenter, dels få en djupare förståelse för konsumentbeteendet samt i vilken utsträckning faktorerna kan användas i en internationaliseringsprocess. En metodkombination har tillämpats med ett konstruktionistiskt och abduktivt angreppssätt. Urvalet bestod av 200 respondenter i Stockholm som någon gång handlat från ett renodlat e-handelsföretag, på vilka en enkätundersökning genomfördes. En semi-strukturerad intervju samt en etnografisk deltagande observation genomfördes på företag. E-handeln är en dynamisk handelsplattform som ständigt förändras. För att företagen ska dels hinna med och dels konkurrera måste de förstå konsumenternas resa - från vilka marknadsföringskanaler de använder till hur köpprocessen ser ut. Det är väsentligt att e-handelsföretagen personaliserar webbdesignen, kundrelationen och distributionen utifrån online-kundens önskemål. Inför en utlandsetablering måste e-handlare efterlikna varje marknad som om det vore sin inhemska. Den lokala kunskapen om konsumenter på respektive marknad är avgörande för e-handlarens framgång utomlands. / Background and problem: In Sweden, every fifth purchase is made on the Internet today, which pressure e-Commerce companies to differentiate if they want to remain competitive, both domestically as internationally. Three factors are worth mentioning, as these are aspects that physical stores do not compete with in the same extent as e-Commerce. The problem therefore derives from the e-Commerce company’s success factors based on a consumer perspective. Purpose of the study: The purpose of the study is divided into two parts. One intends to examine, from a consumer perspective, how the factors of website design, customer relationships and distribution, can be used within partial e-Commerce companies in the B2C market. The second part is to gain a deeper understanding of consumer behavior and the extent to which factors can be used in a process of internationalization. Method: A methodological combination has been applied with a constructionist approach. The sample consisted of 200 respondents in Stockholm who has ever made a purchase from a partial e-Commerce company, conducted the survey. A semi-structured interview and an ethnographic participant observation were completed on companies. Results and conclusions: e-Commerce is a dynamic trading platform, which is constantly changing. Consumers are becoming more demanding as the digital evolution develops. For companies to compete, they must understand consumers' journey - from which marketing channels they use to how the consumer buying process looks like. It is essential that e-companies personalize web design, customer relationships and the distribution based on consumer behavior online. Facing an establishment abroad requires a lot of expertise and resources, as e-Commerce companies must imitate every market as if it was their home. In other words, the local knowledge about consumers in each market is crucial to the e-Commerce companies’ achievement on the international arena.

Författare: Hero Eliassi & Emma Jändel Handledare: Åsa Lindström Examinator: Bertil Hultén Kurs: Examensarbete 30hp, Civilekonomprogrammet inriktning marknadsföring, Linnéuniversitetet Kalmar, VT 2016. Forskningsfråga: Hur ser olika aktörer på användandet av influencers sociala mediekanaler i digital marknadsföring? Syfte: Syftet med detta examensarbete är att analysera användandet av influencers och deras sociala mediekanaler i digital marknadsföring. Fenomenet kommer att undersökas utifrån fyra aktörers perspektiv; influencer marketing-byråers, handelsföretags, influencers och konsumenters perspektiv, för att utforska hur man kombinerar synsätten från de olika aktörerna och på så sätt har möjlighet att effektivisera marknadsföringen genom influencers. Vi ämnar tolka de olika aktörernas syn på denna typ av marknadsföring för att bidra med implikationer till handelsföretag som använder sig av eller funderar på att marknadsföra sig genom influencers sociala mediekanaler och influencer marketing-byråer som agerar mellanhänder mellan handelsföretag och influencers. Vidare ämnar vi även bidra med implikationer till influencers som genomför denna marknadsföring. Metod: Detta examensarbete har haft en kvalitativt inriktad fallstudie med en induktiv ansats och ett explorativt syfte. Databildningen har bestått av en litteraturstudie och en empirisk undersökning genom semistrukturerade intervjuer och fokusgrupper. Det empiriska materialet som erhölls analyserades genom en kvalitativ dataanalys. Resultat & slutsatser: Vi kan konstatera att de fyra aktörerna ser på influencer marketing som ett effektivt marknadsföringssätt som föredras framför företags egen marknadsföring. Vad som framkommer är att ett antal krav bör tas i beaktning för att budskapen presenterade av influencers ska nå ut till den tänkta målgruppen. För att budskapen ska mottas av konsumenter som trovärdiga bör matchning ske mellan varumärken och influencers, samarbetena bör vara genuina och inspirerande, budskapen bör passa in i den kontext där de marknadsförs och balans bör finnas mellan personlighet och professionalitet. Teoretiska och praktiska implikationer: Examensarbetets teoretiska implikationer består av en reviderad undersökningsmodell där viktiga aktörer och aktuella sociala mediekanaler för influencer marketing presenteras. De praktiska implikationerna består av en TRIMPP- modell där begreppen trovärdighet, relevans, inspiration, matchning, personlighet och professionalitet presenteras som viktiga vid skapandet av influencer marketing-kampanjer. Nyckelord: Influencer marketing, influencers, sociala medier, digital marknadsföring / Authors: Hero Eliassi & Emma Jändel Supervisor: Åsa Lindström Examiner: Bertil Hultén Course: Master Thesis in Marketing 30 ECTS, Business Administration and Economics Programme, Linnaeus University Kalmar, Spring 2016. Research question: How does different actors view the usage of influencers’ social media channels in digital marketing? Purpose: The purpose of this thesis is to analyze the usage of influencers and their social media channels in digital marketing. The phenomenon will be studied from the perspective of four different actors; influencer marketing-agencies, companies, influencers and consumers, to be able to examine how to combine the different actors’ views in order to make influencer marketing more effective. We aim to interpret the different actors’ views of influencer marketing to be able to provide implications to companies using or thinking about using influencer marketing and to influencer marketing-agencies that act as intermediaries between companies and influencers. We also aim to provide influencers with implications. Method: This thesis had a qualitatively oriented case study with an inductive approach and an explorative purpose. Data formation consisted of a literature review and an empirical study through semi-structured interviews and focus groups. The empirical data obtained was analyzed through a qualitative data analysis. Results and conclusions: We can conclude that the four actors view influencer marketing as an effective marketing method which is preferred over companies' own marketing. A number of requirements should be taken into consideration when producing influencer marketing-campaigns in order for the messages to reach out to the intended audience. For the messages to be received by the consumers as credible matching must occur between brands and influencers, the cooperation should be genuine and inspiring, the messages should fit into the context in which they are presented and balance should be found between personality and professionalism. Theoretical and practical implications: The theoretical implications of the thesis consists of a revised research model with key stakeholders and relevant social media channels for influencer marketing. The practical implications are made up of a TRIMPP-model in which the concepts of trustworthiness, relevance, inspiration, matching, personality and professionalism are presented as important in the creation of influencer marketing- campaigns. Key words: Influencer marketing, influencers, social media, digital marketing

Purpose: The purpose of this thesis is to add empirical findings of IMC strategies utilizing digital- and traditional marketing communication channels to build and maintain brand equity in the FMCG industry. More specifically awareness, associations/image and sales that are said to be critically affected by communication are the focus of the study. Research Question: Are digital marketing communication channels in an IMC strategy effective in creating awareness, associations and sales within the FMCG industry? Methodological approach: An exploratory case study was adopted utilizing a mix of data sources. An interview with the Nordic Marketing Manager at the focal firm combined with multiple-source secondary data was used to give the context of the IMC strategy. A survey was then conducted with 269 respondents, thus the study measures the outcome on an individual level. Findings: The findings show that the digital marketing communication channels have little or no direct effects on awareness, associations and sales. When looking at light – heavy category users it is found that the traditional marketing communication channels have a greater effect on the lightest users. Social media from others than the firm was found to have greater effects on awareness for heavier category users. Synergy effects were found for social media from the focal firm and others. Although the touchpoints that gained synergy effects were unexpected: Seen at work, tasted at work, sample from i.e. friends and family and seen on shelf. Further research is needed. Contribution: This study moves beyond the laboratory setting of most previous research, allowing study of the touchpoints in business practice/part of an IMC strategy. Some touchpoints studied seem to be part of a novel notion not studied in previous research i.e. in store activites. More touchpoints are studied than in most previous research found.