Environmental sustainabilty and young consumers:exploring communication strategies in online advertising for a leading dermo-cosmetic brand

Detalhes bibliográficos
Autor(a) principal: Pervanidis, Christine
Data de Publicação: 2022
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/153461
Resumo: This research paper examines possible social media and online communication strategies on the topic environmental sustainability for Vichy laboratories. As Vichy’s relationship with young consumer segments is currently showing low commitments towards the environment, a stronger dedication through online advertising of environmental sustainability is required. Vichy’s new positioning and communication strategy will be guided by a higher environmental sustainability commitment through online advertising with a focus on social media, addressing young consumers’ sustainability concerns.
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spelling Environmental sustainabilty and young consumers:exploring communication strategies in online advertising for a leading dermo-cosmetic brandCommunication StrategyEnvironmental CommunicationGen ZGen YBrand RepositioningCEMS MIMDomínio/Área Científica::Ciências Sociais::Economia e GestãoThis research paper examines possible social media and online communication strategies on the topic environmental sustainability for Vichy laboratories. As Vichy’s relationship with young consumer segments is currently showing low commitments towards the environment, a stronger dedication through online advertising of environmental sustainability is required. Vichy’s new positioning and communication strategy will be guided by a higher environmental sustainability commitment through online advertising with a focus on social media, addressing young consumers’ sustainability concerns.Kousi, SofiaRUNPervanidis, Christine2022-06-272022-05-292027-05-29T00:00:00Z2022-06-27T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/153461TID:203064020enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:36:01Zoai:run.unl.pt:10362/153461Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:55:18.471172Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Environmental sustainabilty and young consumers:exploring communication strategies in online advertising for a leading dermo-cosmetic brand
title Environmental sustainabilty and young consumers:exploring communication strategies in online advertising for a leading dermo-cosmetic brand
spellingShingle Environmental sustainabilty and young consumers:exploring communication strategies in online advertising for a leading dermo-cosmetic brand
Pervanidis, Christine
Communication Strategy
Environmental Communication
Gen Z
Gen Y
Brand Repositioning
CEMS MIM
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Environmental sustainabilty and young consumers:exploring communication strategies in online advertising for a leading dermo-cosmetic brand
title_full Environmental sustainabilty and young consumers:exploring communication strategies in online advertising for a leading dermo-cosmetic brand
title_fullStr Environmental sustainabilty and young consumers:exploring communication strategies in online advertising for a leading dermo-cosmetic brand
title_full_unstemmed Environmental sustainabilty and young consumers:exploring communication strategies in online advertising for a leading dermo-cosmetic brand
title_sort Environmental sustainabilty and young consumers:exploring communication strategies in online advertising for a leading dermo-cosmetic brand
author Pervanidis, Christine
author_facet Pervanidis, Christine
author_role author
dc.contributor.none.fl_str_mv Kousi, Sofia
RUN
dc.contributor.author.fl_str_mv Pervanidis, Christine
dc.subject.por.fl_str_mv Communication Strategy
Environmental Communication
Gen Z
Gen Y
Brand Repositioning
CEMS MIM
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Communication Strategy
Environmental Communication
Gen Z
Gen Y
Brand Repositioning
CEMS MIM
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description This research paper examines possible social media and online communication strategies on the topic environmental sustainability for Vichy laboratories. As Vichy’s relationship with young consumer segments is currently showing low commitments towards the environment, a stronger dedication through online advertising of environmental sustainability is required. Vichy’s new positioning and communication strategy will be guided by a higher environmental sustainability commitment through online advertising with a focus on social media, addressing young consumers’ sustainability concerns.
publishDate 2022
dc.date.none.fl_str_mv 2022-06-27
2022-05-29
2022-06-27T00:00:00Z
2027-05-29T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/153461
TID:203064020
url http://hdl.handle.net/10362/153461
identifier_str_mv TID:203064020
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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