Hyppää sisältöön
    • Suomeksi
    • In English
Trepo
  • Suomeksi
  • In English
  • Kirjaudu
Näytä viite 
  •   Etusivu
  • Trepo
  • Opinnäytteet - ylempi korkeakoulututkinto
  • Näytä viite
  •   Etusivu
  • Trepo
  • Opinnäytteet - ylempi korkeakoulututkinto
  • Näytä viite
JavaScript is disabled for your browser. Some features of this site may not work without it.

Branding with content : Digital content marketing as a viable online brand equity approach for Software-as-a-Service firms in business markets

Limani, Keti (2018)

 
Avaa tiedosto
1527751872.pdf (1.769Mt)
Lataukset: 



Limani, Keti
2018

Master's Degree Programme in Media Management
Viestintätieteiden tiedekunta - Faculty of Communication Sciences
This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Hyväksymispäivämäärä
2018-05-14
Näytä kaikki kuvailutiedot
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:uta-201805311873
Tiivistelmä
Background: The advent of the Internet has created challenges and opportunities for branding. While, purely online brands, such as Software-as-a-Service applications, are expected to generate online brand equity in digital settings, online business consumers display a growing resistance to marketing messages and make decisions based on personal standards. The shifting branding paradigms call for alternative marketing communications approaches and marketers are, now, increasingly using content to achieve business and branding goals online.
Purpose: Extant academic literature has produced fragmented insights in relation to online branding in business markets as well as in Software-as-a-Service contexts. Therefore, the purpose of the current research is to examine how Software-as-a-Service brands create online brand equity by distributing firm-generated content targeted to business consumers.
Methods: The research strategy was grounded on the development of a theoretical framework based on existing branding literature and adapted for the purposes of the current research. A qualitative case study research approach was adopted and, as a result, the findings were derived from the examination of a Finnish Software-as-a-Service firm with business customers. The data collection methods comprised of semi-structured interviews and observation.
Results: The study found that value-added, firm-generated content, delivered through the content marketing process, can impact online brand equity by positively affecting brand perceptions in the minds of target consumer groups. Furthermore, the empirical findings showed that content can also be used as a tool to achieve organizational goals, such as customer conversion and sales.
Kokoelmat
  • Opinnäytteet - ylempi korkeakoulututkinto [40800]
Kalevantie 5
PL 617
33014 Tampereen yliopisto
oa[@]tuni.fi | Tietosuoja | Saavutettavuusseloste
 

 

Selaa kokoelmaa

TekijätNimekkeetTiedekunta (2019 -)Tiedekunta (- 2018)Tutkinto-ohjelmat ja opintosuunnatAvainsanatJulkaisuajatKokoelmat

Omat tiedot

Kirjaudu sisäänRekisteröidy
Kalevantie 5
PL 617
33014 Tampereen yliopisto
oa[@]tuni.fi | Tietosuoja | Saavutettavuusseloste