The purpose of this study is to examine the relation between online communication in marketing and customers’ purchase pressure. We further examine if the customer’s perception of the brand’s authenticity and genuineness affects the perceived purchase pressure. This will be examined within sustainable brands that have a focus on changing customers’ consumption patterns, with the assumption that they do not wish to create purchase pressure from a sustainability standpoint. By examining what causes purchase pressure we intend to contribute to developing the academic definition of the term. This is done by using an exploratory, inductive research design in which a qualitative research method has been applied. A qualitative content analysis was conducted to give insight in how sustainable brands marketing communicated contributes to the phenomenon of purchase pressure. Purchase pressure in the context of sustainable fashion is inherently negative as it indirectly is connected to overconsumption. Different cues have been revealed in this study to contribute to customers' purchase pressure, as well as that the authenticity and genuineness of a brand plays a role in the perceived pressure.

As a result of globalization, the concept of Corporate Social responsibility (CSR) has become on the agendas of organizations over the past decade. The organizations in Kuwait are no exception; they have been striving to address and execute the best practices of CSR. The banking sector in Kuwait, which plays a pivotal role in the economy, represents an area of strong interest for anyone wanting to research the depiction of CSR in Kuwait since it was the first sector that introduced corporate social responsibility and is considered a pioneer in that field. However, no studies were found that have examined CSR policies in practice in Kuwait or in the banking sector in particular. This thesis therefore focuses on obtaining a better understanding of how corporate social responsibility works in practice in the Kuwaiti banks from the perspective of three groups: the decision makers of CSR in the Kuwaiti banks, the employees of the banks, and the banks’ customers. The researcher used a qualitative approach in which data were collected using interviews and document analysis. The collected data were interpreted and analysed and thereafter drawn the conclusion that banks are very clear in defining their CSR objectives which are aligned with their overall corporate strategy. However, there were commonalities and differences in how stakeholders understand and perceive CSR. The study also revealed that both the 2008 financial crisis and Islam influenced the way CSR is exercised in the banks, and moderately, influenced the employees and customers. / Burgan Bank

English title: Marketing within digital platforms: An interview study regarding digital marketing onTikTok and InstagramMarketing through social media platforms is a powerful way for businesses to reach andconnect with customers. The growth prominence of technical innovations together withglobalization has influenced the way in which we connect with each other. The dramaticchange in the media landscape became an opportunity for companies to use social media as amarketing-tool enabling two-way communication between companies and customers. As thelandscape expands, the competition increases as well as the clutter of communication andcompanies may have to work in creative ways to get through to their customers. In this study,we examine how marketing communication takes form through the social media platformsTikTok and Instagram. This study examines empirical data collected through four semistructuredinterviews, which has been analyzed using theories from a qualitative approach.The results show that digital marketing is here to stay, and it will probably find new methodsto make it beneficial for companies. Advertising through social media and creative movingimage content is a prominent way to break through communication clutter. In this study, weare trying to understand the power of marketing through social media by understanding theimportance of the tools that are being used and in which way it is more beneficial for thecompanies as well as the customers.

<p>Brands often use social media platforms to promote their <em>Corporate Social Responsibility </em>(CSR) programs, what can even potentially evoke external CSR attributions, but what is the case if the proposed initiative is exactly to quit social media, in defense of mental health? Is purchase intention higher when consumers are still able to engage with brands online or when the exact opposite happens, with brands’ decisions to disconnect? Through the lenses of Attribution Theory, the present study employed an experimental study to test consumers’ intrinsic and extrinsic motive attributions, brand attitude, purchase intention and perceived message effectiveness upon a fictional brand’s anti-social media initiative. Three conditions varying in message-practice consistency and time consistency (Uniform-long, Uniform-short and Washing) were employed. Results indicate that consumers attribute intrinsic motives when consistency is present, which, in turn, leads to more favorable evaluations. Theoretical and managerial implications are discussed. </p>

The thesis consists of theoretical and practical part. In the theoretical part important terms like marketing mix, marketing communications, target group and marketing goals are explained. There are also described the individual marketing tools of the marketing mix, which are divided into ATL and BTL marketing tools. The whole thesis is focused on BTL marketing activities like sales promotion, direct marketing and new media. The practical part includes the case study about BTL activities of the company Coca-Cola HBC Česká republika. There is a detailed description of the currently released communication campaign of the new flawoured water Bonaqua. The objektive of the thesis is to point out that BTL activities are more effective when trying to influence the customer and to demonstrate the increasing significance of BTL marketing activities.

This thesis consists of two main parts - theoretical part and practical part. Marketing mix, development of marketing communications, communication campaign and individual tools of communication mix with focus on BTL marketing communications (Sales Promotion, Direct Marketing and New Media) and their importance for brand building are described within the theoretical part. The practical part includes the analysis of BTL online communication campaign for New Fiesta made by Ford Motor Company. The objective of this thesis is to demonstrate the increasing significance of BTL communications for effective targeting and brand building.

Master of Science / Department of Journalism and Mass Communications / Curtis Matthews / Integrated marketing communications strategies are being utilized more and more by practitioners who wish to reach their audiences in different ways at different times. However, the omnipresence that results from these multi-channel campaigns presents a new challenge for marketers, as their message and channel sequences may or may not be experienced in the order intended. Past literature has shown that both message order and channel sequence do matter. However, existing literature has not examined intended message sequences where the first channel “teases” the more comprehensive information available in the second channel. Therefore, the aim of this study was to bridge some of the gaps in past research by exploring message content order effects and channel sequence effects across intentional sequences for both high- and low-involvement product categories through the lens of the Elaboration Likelihood Model. A 2 (message content order: tease-to-answer versus answer-to-tease) by 2 (medium sequence: print-to-online versus online-to-print) by 2 (product involvement: high- versus low-involvement) mixed factorial experimental design was conducted to explore how message content order, channel sequence, and product involvement level affected evaluations of brand and message, as well as perceived behavioral intent. The findings indicated that message content order had significant influence over brand and message evaluation, with the tease-to-answer order producing the highest evaluations of brand and message. The findings also indicated that the online-to-print sequence was only effective for increasing behavioral intent under high-involvement conditions. Implications for marketing practitioners and future research are discussed.

The aim of this thesis is to investigate and reflect about the different sponsorship relations between a Swedish sports retailer and their sponsored events. My case for this thesis is the brand Intersport and I am investigating the phenomena sponsorship and their different sponsorship relations and in this case in relation to sport events. A qualitative study has been conducted by doing interviews with representatives from three different events that Intersport are sponsoring, two interviews with Intersport and also observations during two of the events. Furthermore, a theoretical framework within sponsorship has developed through this process. The result of this study showed that there are different kinds of sponsorship relations between Intersport and their sponsored events. Moreover, there are differences in terms of how they are ranking sports and how much money and time they are investing in the specific events. This study showed that Intersport has different levels of professionalism and business relationships. Partille Cup has the highest position on that scale, Stockholm Marathon Group has the second place and Gothenburg Youth Games is in the bottom. The interviews resulted in a clear picture of how these sponsorship relations look like, the underlying reasons for cooperating with Intersport and this means that they are seeing the sports retailer as a large player, a good channel in terms of being connected to them and increase their awareness but also as a partner who can offer relevant products for their events. Lastly, meaningful relations is a key factor here and my result showed that it goes both ways.

The purpose of this thesis was based on visual rhetoric theory to examine how design agencies experience the design of over-the-counter drug packaging, what challenges they face, and with which rhetorical appeals they convince consumers, while they relate to the non-art-related conditions, the Swedish Medical Products Agency’s regulations (SMPA). The objective was based on previous research that has begun a discourse on the phenomenon and that designers previously has expressed a lack of dialogue in the graphic expression of over-the-counter drug packaging with the SMPA. To investigate the phenomenon semi-structured interviews was conducted with six professions of five different design agencies whose area of expertise was health and pharmaceutical communication. The results showed that the designers' biggest challenges was to find the balance between the visually attractive as well as the patient safe and reliable graphic expression. The results also showed a challenge in the absence of direct communication with the SMPA in the design process. Such communications had facilitated the process as a dialogue for the graphic expression and its effect on a patient safe packaging, had been possible. The elements in the design process that the respondents considered most essential to persuade the consumers were colors and illustrations. These elements could be widely applied without violating the rules.

Purpose: The effects of deceptive advertising practices on customer loyalty towards mobileservice providers have been investigated empirically by this study. The main contribution ofthis study is to investigate the perceived deception-customer loyalty relationship under themoderating effect of corporate image and mediating effect of customer trust. The study is done in the context of Pakistan’s telecommunication sector.Existing literature is insufficient to explain perceived deception and customer loyalty relationship. We proposed a model to test and explain the interrelationship of deception,trust, loyalty and corporate image. Research Methodology: we have adopted quantitative research method, according to needof our study. A total sample of 232 respondents has been achieved with the help of selfadministeredquestionnaire. Measurement scale for perceived deception were taken fromChaouachi &amp; Rached (2012) and for corporate image, customer trust and customer loyaltyhave been found from Aydin &amp; Özer (2005). Analysis &amp; Findings: Descriptive and inferential statistical tools were used for analysis.Correlation analysis, simple and multiple regression analysis were conducted under theinferential statistical part. The findings have rejected the proposed hypothesis that perceiveddeception is negatively associated with customer trust and loyalty. We found customer trustas a mediator between perceived deception and customer loyalty while corporate imagemoderates the relationship between perceived deception and customer trust. Research Limitations: the study could not achieve highly representative sample of overallpopulation as Facebook was selected to conduct survey due to time constraint. Implications and future research: The study shows that deception in advertising perceivedby customer does not affect trust and loyalty in a negative way which suggests that there areadditional factor that can explain the relationship further. A comparative study withqualitative focus could be revealing in this context.