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Att vara eller att inte vara -: En kvalitativ studie om hur varumärken skapar kundengagemang i ettdigitaliserat samhälle
Mid Sweden University, Faculty of Science, Technology and Media, Department of Media and Communication Science.
Mid Sweden University, Faculty of Science, Technology and Media, Department of Media and Communication Science.
2021 (Swedish)Independent thesis Basic level (university diploma), 5 credits / 7,5 HE creditsStudent thesis
Abstract [sv]

Syfte: Studien har som syfte att analysera hur Nike, Vans och Asics arbetar utifrån den ökande digitala konsumtionen hos kunder. Studien undersöker specifikt hur varumärken genom olika strategier bygger relationer, skapar kundengagemang och uppmuntrar till en komplett digital köpprocess. Metod: Denna uppsats är baserad på kvalitativa forskningsmetoder.
Place, publisher, year, edition, pages
2021. , p. 31
Keywords [en]
Customer Relationship Management, CRM, Customer involvement management, CIM, System theory of Public Relations
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:miun:diva-43718OAI: oai:DiVA.org:miun-43718DiVA, id: diva2:1611817
Subject / course
Media and Communication Science MK1
Educational program
Communications and Public Relations Programme SKOPG 180 credits
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Examiners
Available from: 2021-11-16 Created: 2021-11-16 Last updated: 2025-02-07Bibliographically approved

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