Search results for " marketing"

Customer Engagement Enhancement on Instagram : Strategies for Small and Medium Enterprises

2022

This study aims to examine the effects of visual aesthetics (i.e., classical and expressive) and lengths of textual information (LTI) on customer engagement (i.e., likes and comments) in the contexts of Instagram and small and medium enterprises (SMEs). Data were collected through the content analysis on Instagram, consisting of 1,147 posts, 758,462 likes, and 24,059 comments from 10 fashion SMEs in Indonesia. The results demonstrate that longer LTI can improve likes and comments. In relation to visual aesthetics, while independently it has no effect on likes and comments, it negatively affects likes when combined with medium and long LTI. Theoretically, this study extends content marketing…

Gestión del cuerpo y planificación urbana: Desplazamiento de significado en la reivención de cuepos y ciudades

2020

Contemporary cities have administrations increasingly marked by urban planning guidelines that are guided by business and marketing and, to attract investments and tourists, implement strategies that aim to homogenize, spectacularize and control urban space. However, other experiences in the city potentially build new meaning to it, which would escape those strategically planned, creating alternative possibilities of uses, diverging from the way thar are predicted and proposed by the governmental power in their urban marketing strategies. The article discusses how the occupation of urban spaces by transvestites for prostitution may imply reflections on the role of norms of gender in the (re…

Emotional shops

2008

Nowadays, shops are not anymore places for consumption but micro-worlds of individual and social life. Selling acquires many and various meanings and the shopping center becomes a cultural and spiritual center. The choise of a brand is not anymore a choise of consumption but a lifestyle. Many elements concur in defining the communicative strategies of selling (complex corporate image [1]): advertising, logo, marketing, design of objects, shop windows, promotional events. And all of them seem to become values of life: claim is a motto (“Impossible is nothing” by Adidas); the logo is an identification mark for the consumer-customer (‘swoosh’ by Nike is tattooed on the skin); the testimonials …

Representations of Finland in tourism brochures between 1973 and 2008

2009

Inversión educativa y contracción del Estado del Bienestar : un análisis del contexto autonómico tras la crisis sistémica de 2008

2018

En España, el estallido de la crisis sistémica de 2008 y su prolongada duración han supuesto desafíos adicionales para el mantenimiento del Estado del Bienestar y, particularmente, para la educación, el Servicio Público Fundamental que más afectado se ha visto por la aplicación de políticas de contracción presupuestaria durante este período. El presente trabajo explora cómo se ha comportado la inversión educativa en las distintas regiones españolas a lo largo de los últimos años, y trata de conocer más acerca del papel que han jugado las distintas administraciones en la asignación de recursos a esta partida. Para ello, esta investigación ha conformado dos bloques de CC.AA. de acuerdo con la…

An overview of qualitative comparative analysis: A bibliometric analysis

2017

Abstract This study is organized in two parts. We conduct a general analysis of the use of qualitative comparative analysis (QCA), and a bibliometric study of the use of QCA to analyze the specificities of the research publications that apply this methodology. Our results show the differences in quantitative terms of the three variants of this methodology: fsQCA, csQCA, and mvQCA.

The aesthetic perception of the consumer in the field of the arts and culture.

2007

Importance of Strategic Social Media Marketing

2017

Technological innovation has grown at an unprecedented rate over the past couple of decades, creating multiple opportunities for marketing in online settings. The proliferation of social media helps customers become more empowered and engaged in their brand interactions, while also providing them with new tools in their search, evaluation, choice and purchases of marketing offerings. Consequently, these developments are influencing marketing practices, both strategically, and tactically. Nowadays, social media has developed in an essential part of marketing strategy for its ability to generate co-created value, to interactively connect brands to consumers, to monitor brand-related discussio…

Influence of Offline Activities and Customer Value Creation on Online Travel Community Continuance Usage Intention

2019

The purpose of this study is to empirically test a model that examines the roles of offline activities and customer value creation on tourists’ continuance use of online travel communities (OTCs). Hypotheses were tested through a sample of 251 respondents on Amazon Mechanical Turk (MTurk). SmartPLS structural equation modelling was used to test the structural model. Results indicated that offline activities significantly influence hedonic and social values, while this support was not found with functional value. Similarly, while offline activities positively influence continuance usage intention, no positive relationship was established between offline activities and recommendation intentio…

L'articulation des usages diagnostique et interactif d'un seul et même système de contrôle de gestion : le cas d'un système d'indicateurs environneme…

2013

With the conceptual framework of control levers of Simons (1995), this article shows how to coordinate diagnostic and interactive uses of the same "management control system" (in this case a system of environmental indicators) for the deployment and the emergence of new strategies. In contrast to the literature, we propose an articulation "in parallel" of levers of control as alternative to sliding levers of control. These results are obtained from a case study in a French wine and spirits subject to large strategic environmental uncertainties.