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With a continuing deterioration of the planet, it is crucial to find solutions, as small as they could be, in order to become more sustainable. Gen Y and Gen Z are the generation that could have the biggest impact on the environment at this very moment, and it is therefore crucial that they understand and take these issues seriously. By being more knowledgeable about these issues, solutions can be solved easier and more efficiently. This thesis will discuss sustainability and sustainable labelling, by going in depth with desk research and primary research. The desk research will first cover sustainability in general and will then explain what sustainable labelling or Ecolabels are. Then, an analysis of the biggest industries that have an impact on the environment and sustainability is performed, to understand exactly how these industries are affecting the environment. These impacts could then be analyzed later on in the conclusion to find eventual solutions to these harmful industries. Afterwards, the biggest issues in regard to sustainability are briefly discussed, in order to clarify these issues to the reader. After this desk research has been explained, the thesis will then carry on to the primary research where an online survey has been conducted. The survey results have been thoroughly statistically analyzed, with bar charts, crosstabs and other charts in order to be able to make a general conclusion of the survey. To further continue and expand the primary research, face-to-face interviews have been held by asking respondents opinions on 13 different statements. These answers have also been analyzed to reach a general conclusion about the perspective of Gen Y and Gen Z on sustainability.

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In this thesis I researched the connection between physical activity and employee branding; how it impacts a business and its employees. By combining primary and secondary research I aimed to collected significant data in order to help further improve come with innovative solutions to boost employee health and wellbeing. This allows the company to reap the benefits of increased quality and productivity as well. In the theoretical framework I cover the reasoning as to why we should remain active and if possible keep a routine. There are multiple medical benefits as well as benefits to further improve the quality of life of the employees. By interviewing MSD employees and sending out surveys, I collected primary data in order to come to a conclusion.

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Content marketing has three main objectives — Conversion, Engagement and Reach. This research project analyses the most effective strategies to generate qualified leads for Kiswe Studio through an ideal mix of content-based marketing techniques. Additionally, this research provides insights on the probability for Kiswe Studio to enter a potential livestream and cloud-based service market with established content-marketing strategies. This research features university students between ages 18-30. Data was collected through an online survey of university students in Belgium, as well as through semi-structured interviews by experienced marketing executives. Questionnaires were distributed on WhatsApp Messenger platforms of some Belgian universities, the answers were processed via Qualtrics and SPSS. The findings of this research are crucial to Kiswe Studio, content marketers and other companies that are inquisitive about ways to improve their marketing strategies through content-based marketing techniques. Implementation of the findings in this research will help individuals and corporate marketers to close the gaps in the conversion funnel, increase organic search traffic, drive conversion of qualified leads, understand their customers’ journey and provide them with a mix of clearly defined content-marketing strategies. The research limitations recorded include the inability of the researcher to successfully persuade top marketing professionals to participate in interviews, incomplete survey responses and the surface analysis of certain digital theories. The findings reveal that the barriers for Kiswe Studio to enter the potential livestream market for university students in Belgium is relatively high. Also, it reveals that content marketing helps companies to build trust with their target audience, attract ideal potential customers, generate qualified leads, improve customer engagement, and Search Engine Optimisation (SEO). This research will serve as a runway for future studies to address the effects of the Content Inc. Model framework that the researcher could not experiment due to the time constraints during the work placement with the case company, Kiswe Studio. Keywords: Kiswe Studio, Content Marketing, Livestream.

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Cannabidiol is one of the two components derived from the marijuana plant. Cannabidiol (CBD) is the less known component of the cannabis sativa plant. The CBD plant extract is being added to many different products such as cheeseburgers, toothpicks, and even cosmetic products. The research question that will guide this bachelor thesis is: To what extent are cannabidiol cosmetic products beneficial and how can brands better inform and increase consumer trust in the market? To examine the topic primary and secondary research was conducted. To begin with secondary research was conducted using online sources to gather information about the CBD market, consumer awareness, laws and regulations, as well as marketing communication tactics that might be useful in attracting attention and awareness of your product s in the market. Primary research was then conducted to further examine and discuss issues relating to CBD cosmetics, CBD market awareness, and buyer behavior. The survey was distributed on different social media platforms with the aim of receiving a wide range of responses After conducting both primary and secondary research it was seen that some factors that contribute to lack of trust concerning these products and its market are, lack of regulations, challenges relating to communication on social platforms, lack of sufficient research completed to conclude proper benefits of CBD cosmetic products. The conclusion that was reached and could be implemented in the marketing strategies concerns using online communication methods to reach the demographic in ways such as influencer marketing, informative video content, effectively engaging with consumers through emails, reviews, and direct social media interaction.

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E-commerce has revolutionized the world of retail forever, and this holds true in the world of high-end jewelry as well. This paper will look at the important role that e-commerce plays in the operations and potential growth strategy of the case company; Orsini Diamonds, a renowned diamond shop in the heart of Antwerp. The research paper begins with a comprehensive literature review that gives a good outline of the world of e-commerce in luxury retail and its implications for shops such as Orsini. After this, desk research on the case company will be presented, and a section on how this paper could potentially help the company will be presented. The research will then progress to the field stage where a deeper dive into the topic will be taken by incorporating surveys and interviews to gather firsthand insights from potential customers and industry experts. The data collected will be broken down, scrutinized and critically analyzed in order to observe patterns and deduce potential opportunities which could be relevant to the case company. After the data is collected and analyzed, the paper will offer strategic recommendations that will be tailored to the case company in order for them to be able to expand their online presence and grow their customer base with the hope of driving online sales. After this, a general conclusion will be formed.