The purpose of the dissertation was to research how to increase the European Studies program international students’ enrollment by recommending through which information channels and what message content to promote abroad. Four topics were researched to give recommendations: I. International students’ …

This research examined the role of the European Union in lowering medicine prices of cancer treatment. For this, the following research question was used: How can the European Union contribute to the reduction of medicine prices of cancer treatment? This question was answered by means of seven sub-questions, …

The purpose of this research was to answer the central question “How can environmental sustainability improve brand loyalty in the Fast-Moving Consumer Goods market?”. The research has shown that applying the Elements of Green Marketing to intrinsic cues of a product, is a relatively better method for …

De Hanzehogeschool Groningen is een onderwijsinstelling voor hoger onderwijs en praktijkgericht onderzoek. Door de omvang van de instelling, is het van belang om constant bovenop vernieuwingen binnen de maatschappij te zitten. Een belangrijke ontwikkeling binnen de ICT is de opkomst van distributed ledger …

Innovating moxibustion instruments while inheriting the traditional concept of moxibustion (Sichuan ARYI, 2009) is the motto of Sichuan ARYI Medical Technology Co, Ltd (ARYI), as stated on its official website. As the leading company in the creation and distribution of moxibustion apparatus, ARYI manufactures …

‘Old’ marketing, such as flyers and newspaper ads, did not work that well anymore for Sport2000 Bakker, and was becoming too expensive. They assumed that social media would be a cheaper, more effective, and goal-oriented marketing tool. Sport2000 Bakker was also seeking more customer participation and …

This dissertation addresses the central question, ‘How does the impact of influencers and brand ambassadors in the fashion industry affect the buying intentions of teenagers (ages 13-16) and Millennials?’ Many brands that use influencer marketing have been more concerned with the scope of an influencer’s …

Trade shows offer a platform for exploring new markets, discussing problems, spotting trends and increasing brand awareness. They are an essential part for the communication mix, the product mix, and the distribution mix. After a trade show, the company’s leads are often not managed effectively. This …

Social media have become a large part of nowadays companies’ marketing strategy, but how does this impact the customers’ perception of a brand? The aim of this dissertation is to research the influences of social media advertisements on consumer based brand equity in the travel industry. To this end, …

As social media platforms, such as Instagram, continue to expand and evolve, fashion brands also have to change and adapt to reach its consumers. Influencer marketing is a relatively new marketing strategy that came up in the course of the growing popularity of social media. Macro- and micro-influencers …