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Skechers Benelux would like to raise its brand awareness through a digital model.
Based on a literature review and digital marketing concepts, this project-dissertation develops a digital marketing strategy in order to meet the objectives set up by the company. Therefore, two distinct sections will be studied.
The literature review discusses brand awareness, digital marketing strategies and the relationship between the first two. After that, a chapter is dedicated to the cultural differences observed in an international environment.
In the empirical chapter, the digital marketing strategies are developed. It will begin by setting out a micro and macro environmental analysis that will allow the company to understand its context. Then, through two missions conducted in the company, the development of digital strategies are set out and the results analysed.

Brand awareness, digital marketing strategy, objectives and results --- Sciences économiques & de gestion > Marketing

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This project involved the design of an online communication strategy, a tool created to help the AEI, to communicate effectively and meet core organisational objectives. The ultimate purpose is to raise awareness for the programme “Générations Entreprenantes”, one of AEI’s key strategic pillars that aims to propagate the entrepreneurial spirit among young Walloon citizens. This report was commissioned by the executive management due to the observation that young people, hence the final beneficiaries, are generally not aware of the existence of “Générations Entreprenantes”. According to this, the fundamental question of this academic project is: How to raise awareness for the Programme among young people and engage them? 
After building the base of a communication strategy which is the analysis of AEI’s corporate identity and branding, the communication strategy is progressively designed based on a model realized by Françoise Gabriel, professor in Marketing Communications. 
The research draws attention to the fact that the communication strategy should be based on a modern, young and approachable branding in order to resonate with a younger audience. Moreover, with more informed, more connected, more participatory and demanding individuals, the online communicational supports should be chosen according to this new consumer profile. Hence, the use of interactive communication channels seems to be the most effective solution. However, not only the channels have to be determined with mindful consideration, this also applies to the constructed message(s) that will be communicated. For that, according to admitted literature thereupon, it is important to study young people’s attitudes towards entrepreneurship. The research reveals that people still perceive more obstacles than advantages for pursuing an entrepreneurial path. Finally, the organisation should regularly assess the effectiveness of the strategy in order to be able to amend it, if necessary, and to reach initial objectives.
It is recommended that:
•the AEI develops a more youth-oriented look and image for its Programme;
•the AEI reinforces the use of social media (social networks, blog, forum) and creates a website which includes messages with both, an informational and emotional appeal;
•the Programme has an official advocate, like Guillaume WATTECAMPS, that resonates with young Walloon citizens;
•the AEI builds a real community around “Générations Entreprenantes” in order to further legitimate the denomination of its Programme.

Notoriété de marque, branding, identité d'entreprise, engagement client, esprit entrepreneurial, entrepreneuriat, génération Y, génération Z, outils de communication interactifs, Internet, canaux de communication en ligne, web-monitoring --- Brand awareness, Branding, Corporate identity, Customer engagement, Entrepreneurial Spirit, Entrepreneurship, Generation Y, Generation Z, Interactive communication tools, Internet, Online communication channels, Web-monitoring --- Sciences économiques & de gestion > Marketing --- Sciences sociales & comportementales, psychologie > Communication & médias

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• The aim of this Special Issue is to examine the current major topics concerning the use of social media and big data in sustainable tourism practices and to encourage interdisciplinary discussion among researchers regarding these issues. • This Special Issue covers all relevant areas of the debate, including 15 selected papers based on the following core ideas: smart tourism and big data, social media in the tourism industry, and online reviews and tourist behaviors. • This Special Issue discusses wide-ranging topics and research questions with regard to the smart tourism city, the impact of social media, online reviews, and tourist behaviors, and it represents a call to action for scholars to engage with broader social issues.

Humanities --- Social interaction --- shared short-term rental --- sustainable tourism --- online reviews --- purchase decisions --- social networks --- social media --- Twitter --- tourism --- volunteered geographic information --- OpenStreetMap --- nighttime light remote sensing --- social media usage characteristics --- Big Five personality traits --- personality characteristics --- social characteristics --- information characteristics --- e-WOM --- trust --- brand equity --- brand awareness --- brand image --- topic modeling --- latent Dirichlet allocation --- tourism 4.0 --- online travel agency --- online review --- text analytics --- improve customer satisfaction --- inductive approach --- dimensions of interest --- era of big data --- cultural consensus --- cultural consonance --- online hotel reviews --- trustworthiness --- technology acceptance model --- Generation Y --- overtourism --- organization-public relationship --- place-visitor relationship --- crowdfunding --- consumption value --- inner innovativeness --- perceived risk --- the intention to visit festival --- oblique photography --- mobile applications --- musicals --- city branding --- SNSs --- orientation --- smart tourism city --- smart tourism --- smart city --- sustainable development --- COVID-19 --- tourist destinations --- destination image --- stakeholders --- rural tourism --- social networking service --- theory of planned behavior --- social media use --- graffiti --- text mining --- social network analysis --- travel reality variety program --- viewing motivation --- viewing satisfaction --- presence --- attitude toward tourism destination --- spatial variance --- multiscale GWR --- sharing economy --- Airbnb

Choose an application

• Reference Manager
• EndNote
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• The aim of this Special Issue is to examine the current major topics concerning the use of social media and big data in sustainable tourism practices and to encourage interdisciplinary discussion among researchers regarding these issues. • This Special Issue covers all relevant areas of the debate, including 15 selected papers based on the following core ideas: smart tourism and big data, social media in the tourism industry, and online reviews and tourist behaviors. • This Special Issue discusses wide-ranging topics and research questions with regard to the smart tourism city, the impact of social media, online reviews, and tourist behaviors, and it represents a call to action for scholars to engage with broader social issues.

shared short-term rental --- sustainable tourism --- online reviews --- purchase decisions --- social networks --- social media --- Twitter --- tourism --- volunteered geographic information --- OpenStreetMap --- nighttime light remote sensing --- social media usage characteristics --- Big Five personality traits --- personality characteristics --- social characteristics --- information characteristics --- e-WOM --- trust --- brand equity --- brand awareness --- brand image --- topic modeling --- latent Dirichlet allocation --- tourism 4.0 --- online travel agency --- online review --- text analytics --- improve customer satisfaction --- inductive approach --- dimensions of interest --- era of big data --- cultural consensus --- cultural consonance --- online hotel reviews --- trustworthiness --- technology acceptance model --- Generation Y --- overtourism --- organization-public relationship --- place-visitor relationship --- crowdfunding --- consumption value --- inner innovativeness --- perceived risk --- the intention to visit festival --- oblique photography --- mobile applications --- musicals --- city branding --- SNSs --- orientation --- smart tourism city --- smart tourism --- smart city --- sustainable development --- COVID-19 --- tourist destinations --- destination image --- stakeholders --- rural tourism --- social networking service --- theory of planned behavior --- social media use --- graffiti --- text mining --- social network analysis --- travel reality variety program --- viewing motivation --- viewing satisfaction --- presence --- attitude toward tourism destination --- spatial variance --- multiscale GWR --- sharing economy --- Airbnb