Sökning: "Matthew Robson"

Hittade 2 avhandlingar innehållade orden Matthew Robson.

1. 1. Contagious Communications : The role of emotion in viral marketing

   Författare :Elsie Margaretha Botha; Esmail Salehi-Sangari; Matthew Robson; KTH; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Viral marketing; Emotion; eWOM; Social Media; Affect; Industriell ekonomi och organisation; Industrial Engineering and Management;

   Sammanfattning : The “connection generation” craves interaction with and connection to vast social networks through the sharing of information, photos, opinions, entertainment and news. This sharing comes in the form of electronic word-of-mouth or eWOM, and provides marketing and communication managers with an unparalleled opportunity to reach a large number of consumers quickly. LÄS MER

3. 2. Deconstructing value : The role of resource access in determining value processes and value outcomes at different stages of the consumption journey

   Författare :Kerry Chipp; Esmail Salehi-Sangari; Matthew Robson; KTH; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Consumer value journey; institutional arrangements; resource access; value creation outcomes; value creation processes; value deconstruction; value-in-acquisition; value-in-destruction.; Business Studies; Företagsekonomi; Industriell ekonomi och organisation; Industrial Economics and Management;

   Sammanfattning : Defining value has been an ongoing task for marketing scholars. Some researchers assert that the difficulty of gaining consensus on value is because value is multidimensional while the discipline attempts to view it holistically. LÄS MER