The concept of authenticity in marketing research
Autor: | Anonymous |
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EAN: | 9783346837714 |
eBook Format: | |
Sprache: | Englisch |
Produktart: | eBook |
Veröffentlichungsdatum: | 21.03.2023 |
Kategorie: | |
Schlagworte: | authenticity concept of authenticity marketing marketing research research |
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Seminar paper from the year 2022 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,7, University of Bayreuth, course: Global Consulting Programm, language: English, abstract: As the online world becomes louder and more crowded, it's increasingly important to practice authenticity in marketing. Beyond products and services, audiences want to connect on a deeper level with the brands they love. Today's consumers also look for brands that embody values similar to their own. They prefer to support companies they identify with on a greater level than simply purchasing a product they like. Especially younger generations (millennials and Gen Z in particular) are often associated with the practice of buying what a brand values, rather than a specific product. Consumers expect brands to be authentic by sharing their desire to make the world a better place to live, work and do business.