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A framework for bridging the gap between marketing automation and strategic brand management
(2022)
Companies that utilize marketing automation are constantly trying to approach customers in novel ways. Although the current usage and research on marketing automation concentrates on the tactical perspectives, the strategic ...
How to identify the right collaboration partner? : A qualitative study of Finnish Instagram micro-influencers
(2023)
The study explores the decision-making process of Finnish micro-influencers when identifying collaboration partners for influencer marketing campaigns. It particularly emphasizes the role of personal branding, strategic ...
The role of city branding in global talent attraction - case Turku
(2022)
As both globalization and urbanization continue to accelerate the mobility of talent worldwide, local governments are forced to reconsider their position in the global competition. Therefore, many cities are now interested ...
Market-shaping and Sustainability Communication within the Clothing Industry : A Generation Y consumer perspective
(2021)
Climate change is progressing at an ever-increasing alarming rate with continuous proof of the devastating effects it brings with it. The clothing industry is one of the largest polluters, making up more than all emissions ...
Consumers’ acceptance of digital referrals
(2022)
The purpose of the study was to research consumers’ attitudes towards digital referrals by using the AEWOM model. The purpose has been researched by using four different research questions and three hypotheses. The research ...
Emotion-Inducing Web Shopping : A Ludologist Approach
(2021)
Emotions impact everyday decision-making. Businesses use techniques to influence consumer behaviour to create positive mood states. These mood states can alter customer purchasing behaviour to lead to increased spending, ...
Consumer reactions to market shaping efforts - a case study of the early stages of 5G mobile network services in Finland
(2021)
The extensive use of data-hungry devices has heavily increased mobile data traffic. 5G is a solution that can keep up with the increasing data volume. 5G has been on the carpet for almost a decade, and the roll-out has ...
Internationalization and market potential assessment in B2C contexts : A case study in the packaged consumer goods sector
(2021)
Many companies are interested in entering new markets but identifying suitable markets with high market potential may be challenging. Moreover, the need for market potential frameworks taking industry specific factors into ...
Finnish cleantech companies’ implementation of GLOCAL to enter the Chinese market : - A case study of Finnish firms’ utilization of networks in the internationalization process
(2021)
As a result of globalization and the rapidly changing market environment firms must be able to adapt to the changes it brings with it. Hence, there is a crucial need for an updated internationalization strategy. The ...