Sökning: "netnographic"

Visar resultat 6 - 10 av 11 avhandlingar innehållade ordet netnographic.

1. 6. Marketing fads and fashions - exploring digital marketing practices and emerging organisational fields

   Författare :Christofer Pihl; Göteborg University Business and Law School of Economics; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Social media; fashion; marketing practices; institutional entrepreneurship;

   Sammanfattning : The use of social media such as blogs has grown remarkably in Sweden during recent years. The largest segment of blogs consists of fashion blogs, i.e. blogs that focus on fashion brands, fashion products and fashion e-commerce. LÄS MER

3. 7. The Way Brands Work: Consumers' understanding of the creation and usage of brands

   Författare :Jon Bertilsson; Företagsekonomiska institutionen; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; cynicism; status positions; brands; Consumers; understanding; micro level interactions; construction; social structure; content;

   Sammanfattning : During the recent years the concept or phenomenon of brands and the importance ascribed to them by the traditional marketing discourse seems to have spread to the every day discourse of ordinary consumers. Consumers are therefore thought to posses some kind understanding of how brands as a phenomenon work. LÄS MER

4. 8. Commercialising social media : a study of fashion (blogo)spheres

   Författare :Christofer Laurell; Håkan Preiholt; Per Olof Berg; Hope Jensen Schau; Stockholms universitet; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; social media; commercialisation; marketing; fashion; blogs; spheres; företagsekonomi; Business Administration;

   Sammanfattning : A common characteristic of the theoretical developments within the field of social media marketing is that activities to which consumers devote themselves in social media settings shift power from firms to consumers. Extant literature has therefore analysed the practices of consumers within social media and their potential implications for marketing. LÄS MER

5. 9. Doing informal care : Identity, couplehood, social health and information and communication technologies in older people’s everyday lives

   Författare :Frida Andréasson; Elizabeth Hanson; Tina Mattsson; Lennart Magnusson; Anna Strömberg; Anna Dunér; Linnéuniversitetet; []
   Nyckelord :MEDICIN OCH HÄLSOVETENSKAP; MEDICAL AND HEALTH SCIENCES; SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Informal care; carers; older people; carer identity; ill bodies; social health; couplehood; Information and Communication Technology ICT ; ethnography; co-design; Health and Caring Sciences; Hälsovetenskap;

   Sammanfattning : The aim of the thesis has been a) to analyse how informal care influences the identity of carers and care recipients, their sense of couplehood and social health, and b) to explore the use of Information and Communication Technology (ICT) in the context of informal care and the everyday lives of older people. Study I focused on how older carers conceptualised their identity as carers on a Swedish online social forum, using a netnographic methodology. LÄS MER

7. 10. Exploring Branded Flash Mobs : A study of the impact of branded flash mobs on consumer behavior and consumer experience

   Författare :Philip Grant; Esmail Salehi-Sangari; Gerarad Prenderjast; KTH; []
   Nyckelord :SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; branded entertainment; flash mob; consumer behaviour; guerilla marketing; viral marketing; brand equity; Aad; Nationalekonomi; Economics;

   Sammanfattning : The desire of every marketer is to develop and maintain strong customer relationships. One way this can be accomplished is through effective advertising. Marketers have recently begun to brand flash mobs as a way to effectuate strong brand relationships. LÄS MER