Applied Project 2 School of Marketing

Applied Project 2 School of Marketing

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Now showing 1 - 5 of 23
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    Augmented Reality: should local business start investing in this disruptive technology?
    ( 2022-11) Daniele Mendes Perez
    Augmented reality is said to be the new disruptive technology, after the invention of mobile phones. The technology readiness of the population is being discreetly developed in order to diminish technology uncertainty levels. But a lot has to be improved, like a good internet connection, devices up to date to properly function the technology, and so on. In this research, it will be discussed the several uses augmented reality has in the industries like retail, education, medical sector, and the improvements for the military. It will also discuss the involvement of social media, in an attempt to increase users’ awareness about the technology, and that way increase the acceptance and technology readiness of the population.
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    HOW SOCIAL MEDIA ADVERTISING IMPACT ON CONSUMER BEHAVIOUR
    ( 2022-11) Brena Morais dos Reis
    In the contemporary business environment, online reviews are becoming more influential on consumers' purchasing decisions about a product or service. However, marketers can no longer control the behaviour, issues, or scheduling of customer discussions happening across social media platforms. Therefore, the process of social media advertising and communicating information about a company's products and services is becoming more challenging these days. The study is quantitative in nature and positivism philosophy has been adopted. In addition, the deductive approach was adopted while the data was gathered with the help of survey questionnaire. The results determined that there is a significant impact of the advertising on consumer behaviour and companies should focus more on the young generation due to their increased usage of the social networking sites.
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    Internal Marketing and Employee Turnover in the Hospitality Industry
    ( 2022-11) Pietro Jose Alvim de Paiva
    This research, entitled what is the impact of internal marketing on the employee turnover in the hospitality industry? Examines low-skilled employee turnover in Ireland and the role internal marketing performs in achieving quality in service delivery. After analysis, we identified strategies that could be used to reduce this turnover that has been frequent in the market. In this circumstance, it is clear that the overall goal of this research is to uncover the variables and factors that influence turnover while also suggesting ways for improvement in human resource management. The method utilised for organising and systematising the work is a component of an exploratory-descriptive study that is based on a theoretical framework and aims to identify the likely factors contributing to turnover in the hospitality sector.
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    Use of new technologies such as artificial intelligence and benefits in Marketing Strategies
    ( 2022-11) Edwin Andrey Perez Salazar
    Abstract. Creating added value and generating new consumer experiences with the use of artificial intelligence (AI) is currently a factor that can boost company competitive advantage. Consequently, the purpose of this study is to conduct a literature assessment on the use of AI technologies to marketing, which will aid both the scientific community and businesses in making strategic decisions for customer-centric advertising to the customer tastes. In this context, the major theoretical contributions, emergence, evolution, trend, viewpoints, components, and contributions of AI technologies in marketing are outlined. For this purpose, Spanish and English documents were examined in databases such as Google Scholar and Microsoft Academic Search using the EBSCO and Z Library tools. On the other hand, the significance of utilising these new platforms for SMEs can be emphasised, given that a reduction in financial resources is generated, which is reflected in increased expenses and charges. Due to the use of Artificial Intelligence on e-commerce platforms, the aforementioned is reflected in the automated processes, as new systems with the ability to think and reason on their own are created. In contrast, from a marketing perspective, it is certain that the topic of artificial intelligence (AI) is growing in popularity, which has a significant impact on market research firms because the material is already available. It must be simply know how to manage it well (Wirth, 2018). Before discussing the relationship between AI and marketing, it is necessary to define marketing as the capacity to meet the consumer's requirements and desires at some point in time, some place, and in some manner (Godwin, 2019). Lastly, among others, machine learning and natural language processing (NLP) technologies stand out as being able to increase the loyalty of specific target audiences.
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    The People That Were Affected by Social Media Purchasing Online During the Pandemic
    ( 2022-11) Marcos William da Rocha Silva
    This research study has discussed how people were affected by social media on online purchasing during the pandemic. The study has covered various areas of interest, including the key entities social media has to ensure consumers continue using it. Social media platforms, including Instagram, with the highest number of users in the study, Facebook, eBay, and Amazon, among others, have been categorized to provide all these services. This study has been conducted among some residents in Ireland. It uses a qualitative research approach and incorporated surveys/questionnaires to collect data from a wider population. Also, other secondary sources of information, including articles, journals, Google Scholar, and blogs, have been used. Data collected from participants have been analyzed in the text. The study concluded by addressing the consumers purchasing behaviors during the pandemic period. It has also indicated how social media influences people to make purchasing decisions.