Search results for " MARKETING"
showing 10 items of 1527 documents
Le processus de choix alimentaire et ses déterminants : vers une prise en compte des caractéristiques psychologiques du consommateur
2006
This thesis aims to explore new research opportunities in the food field, proposing to explicitly include psychological factors as potential determinants of food choice process. It notes the consequences of the central role of pleasure in the mechanisms of ingestion, and the specific role of taste: the highly emotional nature of food consumption leads then to retain experiential approach and more specifically sensory marketing as a framework. The issue of research aims to investigate how sensory stimuli and the information associated with the product combine to influence, in a differentiated manner depending on the individual, consumption behavior.Methodologically, the research combines con…
Quand les institutions culturelles s´ouvrent au marketing sensoriel ... et s´en défendent : enjeux et paradoxes.
2007
: Stimulate the audience sensoriality seems to be a new spearhead for a lot of cultural institutions. In this way, it is important to understand how the stimulation of the five senses of the audience could be interesting for managers in the cultural field. We wish, within this article, to improve this analysis. Accordingly, we will try, in a first part, to define this "sensory" trend of consumption and to clarify its stakes in comparison with the work completed in other marketing's fields. In a second part, we will appreciate the consequences of this tendency in terms of managerial practices for the professionals of the cultural sector. In a third and last part, we will present the principa…
Quand les institutions culturelles s'ouvrent au marketing sensoriel... et s'en défendent : enjeux et paradoxes
2007
Stimulate the audience sensoriality seems to be a new spearhead for a lot of cultural institutions. In this way, it is important to understand how the stimulation of the five senses of the audience could be interesting for managers in the cultural field. We wish, within this article, to improve this analysis. Accordingly, we will try, in a first part, to define this "sensory" trend of consumption and to clarify its stakes in comparison with the work completed in other marketing's fields. In a second part, we will appreciate the consequences of this tendency in terms of managerial practices for the professionals of the cultural sector. In a third and last part, we will present the principal …
Utilitarian Use of Social Media Services - A Study on Twitter
2018
This paper applies structuration theory (ST) and service dominant logic (SDL) as lenses to study different uses of information systems (IS). We argue that resources provided by IS may be combined and reproduced by appropriating them for different purposes than the design purposes of the IS. The study provides empirical data and analysis to showcase the use of resources for utilitarian purposes in the context of social media services (SMS). Through an analysis of sponsored tweets on Twitter, we show that users employ implicit and explicit resources for utilitarian outcomes. Our findings imply that users create their own service through appropriation of resources available in the social conte…
What drives travelers' adoption of user-generated content? : A literature review
2018
User-generated content (UGC) has become an important part of travel planning, as travelers evaluate travel products based on past reviews. However, different factors account for why tourists utilize UGC. The aim of this study is to review extant studies on UGC to identify the antecedents of UGC utilization for travel planning and the theories, models, and frameworks used in these studies. A total of 54 studies from 2005 to 2016 were found. This study found that UGC adoption is determined by attributes relating to the user, the source, the content, and response variables. It also found distinct and heterogeneous theories and frameworks mainly drawn from the information systems, socio-psychol…
How to Engage Customers on TikTok?
2022
This research investigates the effects of marketer-generated content (i.e., emotional and rational), sounds, and influencers on digital customer engagement (i.e., likes and shares) on TikTok. Data were collected from 10 Indonesian food and beverage brands. The results confirm that emotional content generates more likes and shares than rational (i.e., informational and transactional) content. Conversely, rational (i.e., informational and transactional) posts receive more likes and shares than emotional posts. Additionally, original sounds and influencers positively influence likes and shares. This study advances social media and content marketing literature in three ways. First, this researc…
The Process of Selecting Influencers for Marketing Purposes in an Organisation
2023
Influencer marketing practices are growing on social media channels, while the usage of other mass-media channels is decreasing, prompting organisations to search for new tools with which to communicate efficiently with their target audiences. Influencers can affect purchase intentions if the audience identifies with them. For a successful collaboration with an influencer, an organisation needs to ensure that the brand fit is suitable, as the audience will become suspicious if the paid collaboration is too apparent. In addition, an organisation can ask an influencer to perform many roles during the collaboration. The objectives of this study, therefore, are to discover how organisations ens…
DISCLOSING THE PROMISING POWER OF SOCIAL MEDIA – AN IMPORTANT DIGITAL MARKETING TOOL
2011
The newest channels for communicating and selling to consumers are electronic. The Internet provides consumers and marketers with more opportunities than ever in achieving a greater interaction and individualization of services. Companies can send tailored messages that engage consumers by reflecting their special interests and behavior. Nowadays, very few marketing programs are considered complete without some type of prominent online component, which is gaining ground at the expense of traditional marketing. Attaining a successful marketing program compels companies to fully connect with their targeted customers. Thus, a holistic marketing approach must be adopted in order to comprehend t…
Talent Goes Social: Online Corporate Networking and Business Performance
2020
This study examines the effect of online social talent on business performance. The paper uses data from a selected sample of 296 companies from the S&
Newspapers and Cross-Level Communications on Social Media : A comparative study of Japan, Korea, and Finland
2017
In order to examine how the same types of social media are perceived and utilized in different national contexts for journalism and news media, we studied mainstream newspapers in three countries where both newspapers and social media are viable: Japan, Korea, and Finland. Our in-depth interviews with journalists indicate both similarities and differences in the three countries. The most outstanding similarity is that newspapers have not fully incorporated cross-level communications available on social media platforms. Factors related to organizational structures, goals, policies, and procedures served as filters for the incorporation of social media into the news production and distributio…