Global ETD Search

1	Driving Online Brand Engagement, Trust, and Purchase Intention on Instagram : The Effect of Social Commerce Marketing Stimuli Ziadkhani Ghasemi, Sandra, Palmet, Merili January 2019 (has links) Building on the stimulus-organism-response model, this paper aims to fill the considerable research gap by developing a deeper understanding of social commerce as a global emerging phenomenon and investigating the effectiveness of social commerce marketing stimuli and its consequences on consumer behavior on Instagram. The study adopts a mixed-methodology approach, including a web-based survey and a focus group interview, to build a deeper understanding of the phenomenon and account for the social aspects of social commerce. Based on a sample of 317 international consumers, the analysis demonstrates that all dimensions of social commerce marketing stimuli have significant effects on online brand engagement on Instagram; which consequently positively influences brand trust and online purchase intention. Moreover, the focus group interview complements the findings and provides potential explanations for the discovered relationships. Social commerce marketing stimuli online brand engagement brand trust online purchase intention Business Administration Företagsekonomi
2	Visual merchandising displays' effect on consumer perceptions in Tshwane : an exploratory study into the South African apparel retail industry Hefer, Yolande 22 April 2013 (has links) This research study acquired a consumer response centred approach to visual merchandising stimuli, in an attempt to holistically consider this area of the retail industry. Consumers‟ perceptions towards visual merchandising displays and the effect these displays have on consumer behaviour were exposed. The primary research question that pended from the preliminary literature was to determine the effect of visual merchandising displays on consumer perceptions. Explorative research was performed and qualitative data were collected by means of focus groups and naïve sketches. The data was analysed by means of a thematic analysis process. Perceptions of visual merchandising displays that were identified were subliminal in creating an interest and desire to further peruse the merchandise and aesthetically to beautify the store. Consumers expressed that the impact that visual merchandising displays had on their buying decisions depended on their personal preferences. / Business Management / M. Com. (Business Management) Visual merchandising display Display settings Consumer perceptions Marketing stimuli Consumer behaviour Decision making process Retail industry Retailers Marketing research process 658.8710683 Display of merchandise Consumers' preferences Consumer behavior
3	Visual merchandising displays' effect on consumer perceptions in Tshwane : an exploratory study into the South African apparel retail industry Hefer, Yolande 22 April 2013 (has links) This research study acquired a consumer response centred approach to visual merchandising stimuli, in an attempt to holistically consider this area of the retail industry. Consumers‟ perceptions towards visual merchandising displays and the effect these displays have on consumer behaviour were exposed. The primary research question that pended from the preliminary literature was to determine the effect of visual merchandising displays on consumer perceptions. Explorative research was performed and qualitative data were collected by means of focus groups and naïve sketches. The data was analysed by means of a thematic analysis process. Perceptions of visual merchandising displays that were identified were subliminal in creating an interest and desire to further peruse the merchandise and aesthetically to beautify the store. Consumers expressed that the impact that visual merchandising displays had on their buying decisions depended on their personal preferences. / Business Management / M. Com. (Business Management) Visual merchandising display Display settings Consumer perceptions Marketing stimuli Consumer behaviour Decision making process Retail industry Retailers Marketing research process 658.8710683 Display of merchandise Consumers' preferences Consumer behavior
4	Návrhy strategie řízení podpory prodeje firmy / Strategy for Managing Sales Promotion of Company Viková, Miroslava January 2007 (has links) This thesis deals with analyzing strategic position of energetic drinks production company. It mainly focuses on establishing a way the company can sustain and improve its current competitive position in the market. The results of the analysis in this thesis should be able to come up with measures that can help the company improve its sales promotion strategy in its area of activity – energy drinks. These measures should be the basis for its competitiveness and sustaining its position in the market.

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