The concept of authenticity in marketing research (eBook)

eBook Download: PDF

2023 | 1. Auflage
GRIN Verlag
978-3-346-83771-4 (ISBN)

Infos

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.

Produkt-Details

• Erscheint lt. Verlag: 21.3.2023
• Verlagsort: München
• Sprache: englisch
• Themenwelt: Sozialwissenschaften ► Kommunikation / Medien ► Kommunikationswissenschaft
• Themenwelt: Sozialwissenschaften ► Politik / Verwaltung
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: authenticity • concept of authenticity • Marketing • Marketing research • Research
• ISBN-10: 3-346-83771-8 / 3346837718
• ISBN-13: 978-3-346-83771-4 / 9783346837714