Individanpassad marknadsföring i online-modebranschen - en balansakt mellan lojalitet, integritet och relationsbyggande
(2018) FEKH29 20182Department of Business Administration
- Abstract (Swedish)
- Syfte: Syftet med uppsatsen är att utforska konsumentens uppfattning av online-modeföretags individanpassade marknadsföring. Konsumentens uppfattning syftar till att ge perspektiv på utformningen av den individanpassade marknadsföringen samt hur den skall förhållas i en balansakt mellan lojalitet, integritet och relationsbyggande.
Metod: Kvalitativ metod med en abduktiv ansats. Vår primärdata utgörs av tio djupintervjuer samt en telefonintervju med en sakkunnig inom området. Urvalet av respondenter bestod av män och kvinnor i åldrarna 20-30 år som hade handlat online minst en gång under de senaste sex månaderna.
Teoretiska perspektiv: Studien handlar om individanpassad marknadsföring och den teoretiska ramen utgörs av De Fem I:na,... (More) - Syfte: Syftet med uppsatsen är att utforska konsumentens uppfattning av online-modeföretags individanpassade marknadsföring. Konsumentens uppfattning syftar till att ge perspektiv på utformningen av den individanpassade marknadsföringen samt hur den skall förhållas i en balansakt mellan lojalitet, integritet och relationsbyggande.
Metod: Kvalitativ metod med en abduktiv ansats. Vår primärdata utgörs av tio djupintervjuer samt en telefonintervju med en sakkunnig inom området. Urvalet av respondenter bestod av män och kvinnor i åldrarna 20-30 år som hade handlat online minst en gång under de senaste sex månaderna.
Teoretiska perspektiv: Studien handlar om individanpassad marknadsföring och den teoretiska ramen utgörs av De Fem I:na, Lojalitet, Integritet och Customer Relationship Management.
Empiri och analys: Empirin utgörs av våra tio djupintervjuer och har analyserats med hjälp av vår teoretiska referensram. Analysen utgörs av tre teman grundade i konsumentens uppfattning samt utformningen av individanpassad marknadsföring.
Resultat: Upptäckter som gjorts innefattar bland annat att individanpassad marknadsföring tycks väcka större uppmärksamhet än allmänt riktad reklam samt att lojalitet och integritet påverkar hur konsumenten uppfattar en individanpassad annons. Vidare är relevans och tajming av stor betydelse vid utformningen av individanpassad marknadsföring. (Less) - Abstract
- Purpose: The purpose of this thesis is to explore the consumer’s comprehension of personalized marketing within the online fashion industry. Understanding the consumer’s comprehension of personalized marketing can give a perspective on how best to create and implement this form of marketing, as well as how it is balanced between loyalty, integrity and relationship management.
Methodology: It is a qualitative study with an abductive reasoning. Our primary data consists of ten in-depth interviews and one phone interview with an expert within the field. Our selection of interviewees consists of men and women between 20-30 years old who have been shopping online at least once the past six months.
Theoretical perspectives: The study... (More) - Purpose: The purpose of this thesis is to explore the consumer’s comprehension of personalized marketing within the online fashion industry. Understanding the consumer’s comprehension of personalized marketing can give a perspective on how best to create and implement this form of marketing, as well as how it is balanced between loyalty, integrity and relationship management.
Methodology: It is a qualitative study with an abductive reasoning. Our primary data consists of ten in-depth interviews and one phone interview with an expert within the field. Our selection of interviewees consists of men and women between 20-30 years old who have been shopping online at least once the past six months.
Theoretical perspectives: The study concerns personalized marketing and the theories applied are The five I’s, Loyalty, Integrity and Customer Relationship Management.
Empirical foundation and analysis: Our empirical foundation is based on ten in-depth interviews which have been analyzed with our theoretical perspectives. The analysis consists of three themes based on the consumer’s comprehension and the formation of personalized marketing.
Conclusions: Our findings include, amongst others, that personalized marketing seems to attract more attention than general advertisement and loyalty and integrity has a big impact on the customer’s comprehension of a personalized ad. Furthermore, relevance and timing is of significance in the formation of personalized marketing. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8969657
- author
- Viitanen, Johanna LU ; Rosenberg, Anna LU and Gabrielsson, Elin LU
- supervisor
-
- Jens Hultman LU
- organization
- course
- FEKH29 20182
- year
- 2018
- type
- M2 - Bachelor Degree
- subject
- keywords
- Personalized marketing, Loyalty, Integrity, Customer Relationship Management, A balancing act, Relevance, Timing
- language
- Swedish
- id
- 8969657
- date added to LUP
- 2019-03-27 11:50:59
- date last changed
- 2019-03-27 11:50:59
@misc{8969657,
abstract = {{Purpose: The purpose of this thesis is to explore the consumer’s comprehension of personalized marketing within the online fashion industry. Understanding the consumer’s comprehension of personalized marketing can give a perspective on how best to create and implement this form of marketing, as well as how it is balanced between loyalty, integrity and relationship management.
Methodology: It is a qualitative study with an abductive reasoning. Our primary data consists of ten in-depth interviews and one phone interview with an expert within the field. Our selection of interviewees consists of men and women between 20-30 years old who have been shopping online at least once the past six months.
Theoretical perspectives: The study concerns personalized marketing and the theories applied are The five I’s, Loyalty, Integrity and Customer Relationship Management.
Empirical foundation and analysis: Our empirical foundation is based on ten in-depth interviews which have been analyzed with our theoretical perspectives. The analysis consists of three themes based on the consumer’s comprehension and the formation of personalized marketing.
Conclusions: Our findings include, amongst others, that personalized marketing seems to attract more attention than general advertisement and loyalty and integrity has a big impact on the customer’s comprehension of a personalized ad. Furthermore, relevance and timing is of significance in the formation of personalized marketing.}},
author = {{Viitanen, Johanna and Rosenberg, Anna and Gabrielsson, Elin}},
language = {{swe}},
note = {{Student Paper}},
title = {{Individanpassad marknadsföring i online-modebranschen - en balansakt mellan lojalitet, integritet och relationsbyggande}},
year = {{2018}},
}