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Healthcare consumerism is emerging, the competition between hospitals is growing, patient expectations are increasing, the service delivered in hospitals must be of a very high level to appeal people and the physical environment plays a role. Within hospitals, this would mean hospitals need to focus on what patients really need and want to meet and even exceed their expectations, called a patient-centered strategy.
The main purpose of this work is to discover the impact of healthscape in relation to patient intimacy within the hospital context. In a second time, it is to improve healthscape of our future hospital. To address these issues, we need to discover what antecedents patients have with healthscape and what could be their ideal healthcare servicescape. We also need to understand what is their vision of intimacy, what we call customer perceived intimacy. Moreover, we try to capture patient attitudes and behaviours resulting from their relation to the physical environment.

patient intimacy – attitudes – behaviours – servicescape – healthscape --- Sciences économiques & de gestion > Marketing

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If Belgian consumers are engaged with international fashion brands such as Zara, H&M, Primark and Mango, what about their engagement with these brands on social networks? Indeed, although they are big consumers of these fast fashion brands, the global strategies of these brands to communicate and develop their brand image through social networks might not be optimal for the Belgian target. 
The global social media strategy of international fashion brands to engage consumers consists of a content strategy that conveys several types of benefits, encouraging them to participate in the community of these brands on social networks. This strategy is globally effective as it allows these brands to be the most followed brands in the international fashion industry on social networks. However, if these brands succeed, in a global way, in attracting many members to their community and engaging members, what about Belgian consumers? Indeed, the discussions around these brands on the social networks are mainly in a different language from the official languages of Belgium, and these discussions come from different countries. It was therefore necessary to analyse the functioning of the global strategies of fashion brands on social networks, taking into account the impact related to perceived cultural diversity.
Firstly, there is the cultural diversity that Belgian members can feel with other members of the community but there is also the cultural diversity that Belgian members can feel through the messages posted by the brands themselves. To analyse the impact of these diversities on the global strategies of international fashion brands, a quantitative survey was administered on Facebook. Through an analysis on SPSS, it would appear that from the point of view of the culturally minority sub-groups in these communities, these global strategies are in fact impacted by the effect of culture and it is important for these brands to consider these barriers.
While many articles extol the benefits of fashion brand communities, these benefits actually work on the majority of members, but there are groups of people for whom these benefits cannot be exploited due to these cultural differences. Since social networks are important in the decision-making process, these problems could, over time, cause the loss of some customers who would turn to more local or less culturally different brands. Si les consommatrices belges sont engagées dans les marques de mode internationales telles que Zara, H&M, Primark et Mango, qu’en est-il de leur engagement à ces marques sur les réseaux sociaux ? En effet, bien qu’elles soient de grandes consommatrices de ces marques de la tendance du fast fashion, il se pourrait que les stratégies globales de ces marques pour communiquer et développer leur image de marque à travers les réseaux sociaux ne soient pas optimales pour la cible belge. 
La stratégie globale des médias sociaux des marques de mode internationales pour engager les consommateurs consiste en une stratégie de contenu qui leur transmet plusieurs types de bénéfices, les incitant alors à participer dans la communauté de ces marques sur les réseaux sociaux. Cette stratégie est efficace de manière globale car elle permet à ces marques d’être les marques du secteur de la mode internationale les plus suivies sur les réseaux sociaux. Néanmoins, si ces marques réussissent, de manière globale, à attirer de nombreux membres dans leur communauté et à engager ces membres, qu’en est-il des consommatrices belges ? En effet, les discussions autour de ces marques sur les réseaux sont principalement dans une langue différente des langues officielles de la Belgique, et ces discussions proviennent de pays différents. Il était donc nécessaire d'analyser le fonctionnement des stratégies globales des marques de mode sur les réseaux sociaux, en prenant en compte l'impact lié à la diversité culturelle perçue.
Il y a premièrement la diversité culturelle que les membres belges peuvent ressentir avec les autres membres de la communauté mais il y a également la diversité culturelle que les membres belges peuvent ressentir à travers les messages postés par les marques elles-mêmes. Pour analyser l’impact de ces diversités sur les stratégies globales des marques de mode internationales, une enquête quantitative a été administrée sur les réseaux sociaux. A travers une analyse sur SPSS, il semblerait que du point de vue des sous-groupes culturellement minoritaires dans ces communautés, ces stratégies globales sont en fait impactées par l’effet de la culture et il est important pour ces marques de considérer ces barrières.
Bien que de nombreux articles vantent les avantages des communautés de marques de mode, ces avantages fonctionnent en réalité pour la majorité des membres, mais il existe en fait des groupes de personnes pour lesquels ces avantages ne peuvent être exploités en raison de ces différences culturelles. Comme les réseaux sociaux sont importants dans le processus de décision, ces problèmes pourraient, avec le temps, entraîner la perte de certains clients qui se tourneraient vers des marques plus locales ou moins différentes culturellement.

social networks --- fast fashion --- engagement --- social media marketing --- brand community --- content strategy --- cultural diversity --- global strategy --- réseaux sociaux --- mode rapide --- marketing des médias sociaux --- communauté de marque --- stratégie de contenu --- diversité culturelle --- stratégie globale --- Sciences économiques & de gestion > Marketing

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La réalité virtuelle (RV) fait partie des récentes innovations technologiques qui façonneront le futur de l’industrie du tourisme. Expérimenter un voyage dans un univers virtuel est une pratique qui va se démocratiser dans les années à venir. Le défi est donc de comprendre comment cette technologie peut être effective dans la conception d’expériences de marque de destinations touristiques ainsi que de déceler son secret pour agir sur les intentions comportementales. À partir d’une revue de littérature explorative et d’une étude quantitative impliquant 129 participants dans une expérimentation, cette étude permet de mettre en valeur les vertus de la vivacité et de la téléprésence suscitées lors de l’immersion en RV. Premièrement, un sentiment de téléprésence accru dans un environnement virtuel conduit à une meilleure expérience de marque d’une destination et à une plus grande intention de la visiter. Deuxièmement, une imagerie virtuelle vive a une influence positive indirecte sur l’expérience de marque via la téléprésence comme médiateur. Enfin, la familiarité avec la destination et la vivacité augmentent toutes les deux l’expérience de marque, la vivacité ayant cependant un plus grand impact. Cette étude fournit ainsi des preuves empiriques de l’efficacité promotionnelle et expérientielle de la RV pour une destination touristique. En conclusion de cette recherche, les implications majeures et les limitations sont discutées ainsi que des pistes pour des recherches ultérieures sont proposées. Virtual Reality (VR) is one of the recent technological innovations that will shape the future of the tourism industry. Experiencing a journey in a virtual world is a practice that will become more and more popular in the coming years. The challenge is therefore to understand how this technology can be effective in designing brand experiences for tourism destinations and to discover how it can be used to influence behavioural intentions. Based on an exploratory literature review and a quantitative study involving 129 participants in an experiment, this study highlights the benefits of vivacity and telepresence generated during VR immersion. Firstly, an increased sense of telepresence in a virtual environment leads to a better brand experience of a destination and a greater intention to visit it. Second, vivid virtual imagery has an indirect positive influence on the brand experience via telepresence as a mediator. Finally, familiarity with the destination and vividness both increase the brand experience, although vividness has a greater impact. This study thus provides empirical evidence of the promotional and experiential effectiveness of VR for a tourism destination. The research concludes with a discussion of the major implications and limitations, as well as suggestions for further research.

Réalité virtuelle --- Marketing de destination --- Expérience de marque --- Intention de visite --- Téléprésence --- Virtual reality --- Destination marketing --- Brand experience --- Visit intention --- Telepresence --- Sciences économiques & de gestion > Marketing

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In the changing world of SEO, it is difficult to keep track of all the modifications Google makes to its search engine. E-commerce companies that rely on organic traffic to drive and important part of their conversions, must react quickly to those changes. They constantly need to adapt their SEO strategy and make sure that it is compatible with the latest guidelines from the search engine to guarantee the best organic visibility possible. 
Having faced an important drop in organic traffic, the company is looking into how it could improve its SEO to recover its online audience and drive additional traffic to its different domains. In particular, the company wants to implement linkbaiting into its linkbuilding strategy to achieve its objectives in terms of organic traffic and qualitative backlinks. 
This project thesis focuses on the French domain of the company. The aim is twofold: on the one hand, it aims at analysing the current SEO performance of the company and its competitors. On the other hand, it seeks to analyse the different uses of linkbaiting among national and foreign competitors to detect the best practices that could be implemented. Companies from other industries such as marketing and real estate are also going to be analysed to have a global overview of the various linkbaiting practices. 
In addition to the good practices observed during the analysis, the project thesis gives a detailed procedure that should be followed to develop a successful linkbait. It also includes actionable recommendations with prototypes allowing the company to quickly and successfully implement linkbaiting. It also incorporates numerous examples of linkbaits that could serve as inspiration for future ones created by the company.

SEO --- linkbuilding --- linkbaiting --- content --- infographic --- outreach --- search engine --- dofollow link --- nofollow link --- backlink --- backlink profile --- guidelines --- compliance --- expertise --- EAT --- organic traffic --- search engine traffic --- search engine optimizer --- penalty --- Sciences économiques & de gestion > Marketing

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The main objective of this thesis is to determine whether the exposure of potential consumers to a stimulus presenting an alliance of the image of a non-endemic brand with the image of eSport, in the context of sponsorship, has an influence on the image of the non-endemic brand.

eSport --- image --- sponsoring --- ecosystem --- brand equity --- Sciences économiques & de gestion > Marketing