TWO DAY AUCTION WEDNESDAY 9Th and THURSDAY 10Th DECEMBER
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Instagram Marketing and Branding
Instagram Marketing and Branding “How can international companies alter their marketing and branding activities on Instagram to better appeal to customers?” Cand. Merc. IMM Submission date: Master Thesis 15.09.2016 Number of characters Supervisor: (Incl. spaces): 169,306 Søren Henning Jensen Standard pages: Author: 80 Sebastian Carelli Copenhagen Business School September 2016 Table of Contents ABSTRACT 4 PART I 1. INTRODUCTION 6 1.1. STRUCTURE OF THE THESIS 6 1.1. INSTAGRAM 6 2. LITERATURE REVIEW 8 2.1. WHAT IS SOCIAL MEDIA? 9 2.2. CLARIFICATION OF SOME KEY CONCEPTS 9 2.2.1. WEB 2.0 9 2.2.2. CREATIVE CONSUMERS 10 2.2.2. USER-GENERATED CONTENT 12 2.3. DIFFERENT TYPES OF SOCIAL MEDIA PLATFORMS 13 2.3.1. COLLABORATIVE PROJECTS 13 2.3.2. SOCIAL NETWORKING SITES 14 2.3.3. BLOGS 14 2.3.4. USER-GENERATED CONTENT COMMUNITIES 15 2.3.5. VIRTUAL GAME WORLDS 16 2.3.6. VIRTUAL SOCIAL WORLDS 17 2.4. SOCIAL MEDIA’S RELEVANCE FOR MARKETERS 18 2.5. RELEVANCE FOR MARKETING AND ADVERTISING 19 2.5.1. MARKETING AND ADVERTISING ON SOCIAL MEDIA 19 2.5.2. BIG DATA AND ANALYTICS 21 2.5.3. CONSUMERS’ SENTIMENT TOWARDS MARKETING 22 2.6. THE INTERNATIONAL ASPECT 23 2.6.1. ENVIRONMENTAL FACTORS 23 2.6.2. STANDARDIZATION OR ADAPTATION? 24 2.7. LITERATURE REVIEW - SUMMARY 24 3. METHODOLOGY 25 3.1. THEORY OF SCIENCE 25 3.1.1. RESEARCH PHILOSOPHY 25 3.1.2. THEORY DEVELOPMENT 26 1 3.2. RESEARCH DESIGN 26 3.2.1. -
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THE BOOT THAT WON the WORLD CUP 2014 Abstract
XVI Annual Conference Proceedings January, 2015 THE BOOT THAT WON THE WORLD CUP 2014 Abbas Qasim Misha Mehta Student Assistant Professor Vivekananda Institute of Vivekananda Institute of Professional studies Professional Studies AU Block (Outer Ring Road), AU Block (Outer Ring Road), Pitampura, Delhi - 110034 Pitampura, Delhi - 110034 Abstract Purpose - The objective of the study is to explore the strategy of sports companies, specifically Nike to enhance their goodwill and market share by capitalizing on the tournaments like FIFA World cup 2014.This study depicts how Nike, Inc. has impacted FIFA World cup 2014 and vice versa by means of a comparative analysis between Nike and Adidas with respect to their fan following and brand preference during FIFA World cup 2014. Design/Methodology/Approach – A survey instrument was designed specifically for this research. Sample size chosen for the survey was 500 FIFA World cup 2014 followers. To understand the impact of Nike on FIFA World cup 2014 and vice versa both primary and secondary research have been used. Findings - An independent one sample t-test have been used to test whether the average of sample differ significantly from a population mean. Research limitations/Implications – The accuracy of the analysis is heavily dependent on the accuracy of the responses received. ISBN no. 978-81-923211-7-2 http://www.internationalconference.in/XVI_AIC/INDEX.HTM Page 1148 Practical Implications The analysis of the study can help Nike in establishing relation between its strategies used during FIFA World cup and after effects. In addition this can help the competitors to understand their loopholes and bridge the gap.