Search results for "Digitaalinen markkinointi"
showing 10 items of 53 documents
Crowdsourcing in the social media era: A case study of industrial marketers
2013
In recent years crowdsourcing has increased in popularity as a method of gathering new ideas and innovations outside the organization. To make crowdsourcing work, there is a basic requirement to make external parties aware of the challenges or problems that need to be solved. Various digital marketing tools, especially social media platforms, provide new ways to foster the interaction between the parties. With the use of a case study, the study develops a framework to assess how social media and crowdsourcing can be integrated in an industrial context. The results reveal significant practical challenges to overcome before social media can be effectively utilized as a fully functioning crowd…
Co-creation of a sustainable image on social media : the case of five food brands
2017
The food industry causes large environmental impacts globally. Different actors such as governments, brands and consumers however, are actively working on creating a sustainable society. In this study I investigate how brands and consumers co-create a sustainable image and which sustainable images they create. A multiple case study is conducted under five Dutch sustainable food brands by using content analysis of sustainability hashtags in firm- and user-generated posts generated between April 2016 and March 2017 on the social media platform Instagram. The hashtags where counted and categorized in ten sustainability categories which were defined in a test-phase using open coding principles.…
How Do QR Codes Enhance Customer Experience? : Omnichannel Customer Experiences in a Brick-and-Mortar Fashion Store
2023
In this qualitative study, we investigate how customers perceive QR codes enhancing their customer experience (CX) in the brick-and-mortar (B&M) store environment. Introducing QR codes to B&M stores is a part of the larger phenomenon of retailers creating omnichannel CXs by utilizing digital and cyber-physical elements in B&M stores. To collect data from real customers’ CXs, we displayed QR codes in a Finnish fashion brand’s B&M store and interviewed customers who had authentically visited the store. The QR codes displayed in the store were linked to a product information page on the brand’s online store, a brand ambassador’s Instagram posts, and an online survey. The data consist of 15 ind…
Customers’ QR Code Usage Barriers in a Brick-and-Mortar Store : A Qualitative Study
2023
The purpose of this study is to explore the factors that hinder customers from utilizing QR codes when they visit brick-and-mortar (B&M) stores. The research was conducted at a Finnish fashion retailer, where three types of QR codes were displayed for customers to use. In order to identify the barriers that customers face, two different sets of data were collected and analyzed: open-ended survey data (n = 101) and interview data (n = 16). The findings showed two main categories of barriers,customer and company related, with seven sub-barriers. The customer-related barriers included lack of interest in QR codes, user-related usage issues, desire for a device-free B&M store, and dislike towar…
Perceptions of content marketing : case study on Finnish companies
2015
The discipline of marketing has gone through some major changes over the past couple of decades. The power is moving away from companies to consumers, who are playing a more significant role than ever before. Furthermore, the increasing number of marketing channels and the digitalization of media create not only challenges but also opportunities for companies. These shifts in the environment have actually made content marketing to be one of the most popular concepts in marketing today. Content marketing is by no means a new concept, but the recent digital tools in marketing have changed the concept and made it more popular among marketers around the world. Content marketing is and has been …
Conclusions
2022
The five sections of this book covered some key trends evident in the Digital Marketing (DM) and Communication field: Data analytics and measurement, Digital transformation and innovations in marketing, Customer experience and (the merging of digital and physical) servicescapes, Ethics and privacy in digital marketing, and Future for digital marketing communications and Conclusions relevant to DM. nonPeerReviewed
Introduction
2022
Digital Marketing (DM) and Communication is a quickly advancing field, where changes are fuelled by technological development or disruptions and consumer demand. This book highlights the latest trends in DM to complement current learning materials and emphasises that the best marketing results occur when DM is integrated into the overall marketing activities of a firm, given that consumers do not necessarily view a brand’s presence online as separate from their brick-and-mortar operations. nonPeerReviewed
Contemporary Issues in Digital Marketing
2022
This book presents a comprehensive overview of the key topics, best practices, future opportunities and challenges in the Digital Marketing discourse. With contributions from world-renowned experts, the book covers: • Big Data, Artificial Intelligence and Analytics in Digital Marketing • Emerging technologies and how they can enhance User Experience • How ‘digital’ is changing servicescapes • Issues surrounding ethics and privacy • Current and future issues surrounding Social Media • Key considerations for the future of Digital Marketing • Case studies and examples from real-life organisations Unique in its rigorous, research-driven and accessible approach to the subject of Digital Marketin…
Understanding the Role of Social Media Content in Brand Loyalty: A Meta-Analysis of User-Generated Content Versus Firm-Generated Content
2023
The enormous growth of social media has increased interest in this platform among marketers and marketing academics. However, the previous literature has not provided a clear consensus regarding the influence of social media content on consumers’ brand loyalty. The meta-analysis presented in this article integrates results from 223 independent samples, with a total of 97,709 respondents. The study synthesizes previous research to develop a conceptual framework around the dimensions of brand loyalty (cognitive, affective, and conative loyalty), user-generated and firm-generated social media content attributes, and the moderating effects of contextual characteristics and control variables. S…
Social Media Influencers as Mediators of Commercial Messages
2022
Social media influencers are integral to contemporary organizations’ marketing strategies. Despite growing interest in the topic, there is scant knowledge of how organizations manage and collaborate with influencers in their content production during commercial collaborations. Drawing on semi-structured interviews and a semiotic analysis of social media content, this study elucidates the dynamics of organizations’ commercial collaborations with influencers and discusses how influencers decode and transmit organizations’ commercial messages to their followers in the destination marketing context. Social reality and commercial messages are enmeshed in the content narrative and interpreted by …