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Targeted Advertising, Platform Competition And Privacy, Henk L.M. Kox, Bas Straathof, Gijsbert Zwart 2017 KVL Economic Policy Research

Targeted Advertising, Platform Competition And Privacy, Henk L.M. Kox, Bas Straathof, Gijsbert Zwart

Henk LM Kox

Targeted advertising can benefit consumers through lower prices for access to websites. Yet, if consumers dislike that websites collect their personal information, their welfare may go down. We study competition for consumers between websites that can show targeted advertisements. We find that more targeting increases competition and reduces the websites’ profits, but yet in equilibrium websites choose maximum targeting as they cannot credibly commit to low targeting. A privacy protection policy can be beneficial for both consumers and websites. If consumers are heterogeneous in their concerns for privacy, a policy that allows choice between two levels of privacy will be ...


Millennials On The Move, But To Where?, Zach Kisor, Shelby Hoge, Ashley Cosher, Bethany Gump, Derek Carson, Kristi Mitchell 2017 University of Akron

Millennials On The Move, But To Where?, Zach Kisor, Shelby Hoge, Ashley Cosher, Bethany Gump, Derek Carson, Kristi Mitchell

Honors Research Projects

The following reports discuss the geographical preferences of Millennials in relation to job selection preferences. Our team analyzed the moving trends of Millennials in both Ohio and the United States to determine what factors influence this decision. Collectively, our team concluded that in order to successfully recruit Millennials, companies must offer benefit packages that center around work-life balance. This entails not just highlighting what a job requires technically, but opportunities for leadership development, social activities outside of work, and more. To recruit this upcoming talent, companies need a holistic approach that convinces Millennials that working for their company creates a ...


Cueing The Customer Using Nudges And Negative Option Marketing, Clarence W. VonBergen, Courtney Kernek, Martin S. Bressler, Lawrence S. Silver 2016 Southeastern Oklahoma State University

Cueing The Customer Using Nudges And Negative Option Marketing, Clarence W. Vonbergen, Courtney Kernek, Martin S. Bressler, Lawrence S. Silver

Atlantic Marketing Journal

Abstract

Nudges—subtle, covert, and often unobtrusive interventions that take advantage of individuals’ mental shortcuts and biases—frequently change the context of people’s choices and in so doing influence individual and societal behavior. They have become fashionable in recent years, and the ability of such phenomena to bring about significant change for relatively little cost has captured the imagination of governments and businesses. One simple yet potent nudge empowered by the status-quo bias that has received increased attention involves default rules which specify the condition imposed on persons when they fail to make a decision or choice. Marketers have ...


Motivations In The Fine-Art Market: A Self-Determination Theory Approach, Jonathan P. Leavell 2016 Charlotte Metro FCU

Motivations In The Fine-Art Market: A Self-Determination Theory Approach, Jonathan P. Leavell

Atlantic Marketing Journal

The purpose of this paper is to demonstrate the theoretical value of incorporating constructs from self-determination theory (SDT) into the analysis of the motivations within the fine-art market. The motivations of buyers and artists are examined in light of a controlling-informational event gradient. Moureau’s and Sagot-Duvauroux’ (2012) artist business-model framework is used to provide the context for marketing’s role in facilitating communication along the various motivational interactions of the gradient. Opportunities for further research are presented.


College Students Use Social Networking Sites For Sharing With Friends, But Guess Who Else Is Looking?, Elizabeth C. Alexander, Fred Mader, Deanna Mader 2016 Marshall University

College Students Use Social Networking Sites For Sharing With Friends, But Guess Who Else Is Looking?, Elizabeth C. Alexander, Fred Mader, Deanna Mader

Atlantic Marketing Journal

Abstract - Jobvite, a recruiting platform for the social web, reports from their annual 2012 survey of recruiters that 92% of U.S. companies are using social networking sites (SNS) for hiring purposes (Jobvit, 2012). Career Builder reported in 2009 that 45% of employers were using SNS to screen and research applicants (CareerBuilder, 2009). It is important that faculty and support staff working to place students, and the students themselves, understand the developments and practices in the use of social networking sites for job search and recruiting and the best methods, as well as detriments when marketing themselves. This study examines ...


Using Focus Groups And Correspondence Analysis To Explore The Relationship Between Millennials’ Online Behavior And Their Opinions Of Online Reviews, James E. Stoddard, Michael Dotson, Neel Das 2016 Appalachian State University

Using Focus Groups And Correspondence Analysis To Explore The Relationship Between Millennials’ Online Behavior And Their Opinions Of Online Reviews, James E. Stoddard, Michael Dotson, Neel Das

Atlantic Marketing Journal

This paper explores the relationship between millennials’ online behavior and their opinions of online reviews via the use of focus groups and correspondence analysis. The proposition was that millennials’ online behavior (including search behavior) is likely to have an effect on how they view online reviews. The correspondence analysis results suggest that millennials who spend more time online peruse a greater number of products. Further, relationships were found between millennials’ time online and factors influencing review trustworthiness as well as millennials’ time online and factors affecting review memorability. It is noteworthy to suggest that focus group analysis can be enhanced ...


The Effect Of Advertorial Format And Copy Length On Attitudes Of Female (Target) And Male (Non-Target) Audiences, Cynthia B. Hanson 2016 High Point University

The Effect Of Advertorial Format And Copy Length On Attitudes Of Female (Target) And Male (Non-Target) Audiences, Cynthia B. Hanson

Atlantic Marketing Journal

This study investigates the effect of the advertorial format and ad copy length on ad and brand attitude. Results of a 2 (advertorial versus non-advertorial) by 2 (light versus moderate copy length) study indicate that the advertorial format generated more favorable ad and brand attitudes for the female (target) subjects, but less favorable attitudes for the male (non-target) subjects. A marginally significant gender by copy length interaction suggests a differential effect of copy length for the male sample, as well: ad and brand attitudes were higher for lighter copy ads for the female sample but lower for the male sample ...


The Scent Of Change: A Case Study, William K. Foxx, Melissa C. Northam, Corlette S. Burns 2016 Troy University

The Scent Of Change: A Case Study, William K. Foxx, Melissa C. Northam, Corlette S. Burns

Atlantic Marketing Journal

Decisions about entering into a new business venture involve a variety of considerations, despite the level of experience an entrepreneur has. This case presents the story of a business owner Bennett Gage and his decisions concerning whether or not he should enter into a business where canines are used to detect bed bugs in hotels. This case study gives the reader an opportunity to wrestle with some of the many questions that are part of entering into the creation of a new service.


Tell Me At What Time You Usually Wake Up, I’Ll Tell You What Type Of Traveler You Are: An Investigation Of The Relationship Between Destination Canada “Explorer Quotient” Segmentation Method And Chronotype, Maryse Côté-Hamel 2016 Office du tourisme de Québec

Tell Me At What Time You Usually Wake Up, I’Ll Tell You What Type Of Traveler You Are: An Investigation Of The Relationship Between Destination Canada “Explorer Quotient” Segmentation Method And Chronotype, Maryse Côté-Hamel

2016-Conference

While travelers diverge on their attitudes, beliefs, values, motivations and behaviours, they also vary in their chronotype (also called diurnal preference). The present research investigates the mediating influence of the chronotype on the relationship between Destination Canada "Explorer Quotient" and the length of planning prior to the trip.


The Influence Of Time Of Day On Traveler Website Conversions, Maryse Côté-Hamel 2016 Office du tourisme de Québec

The Influence Of Time Of Day On Traveler Website Conversions, Maryse Côté-Hamel

2016-Conference

Through the analysis of the Quebec City Tourism website, the effect of the time of day of the visits on visitor conversions, which represent the attainment of specific objectives, will be investigated.


The Infringement-Plus-Equity Model: A Better Way To Award Monetary Relief In Trademark Cases, David S. Almeling 2016 Santa Clara University School of Law

The Infringement-Plus-Equity Model: A Better Way To Award Monetary Relief In Trademark Cases, David S. Almeling

Journal of Intellectual Property Law

No abstract provided.


You Can Stand Under My Umbrella: Weighing Trade Secret Protection Against The Need For Greater Transparency In Perfume And Fragranced Product Labeling, Delia Gervin 2016 University of Georgia School of Law

You Can Stand Under My Umbrella: Weighing Trade Secret Protection Against The Need For Greater Transparency In Perfume And Fragranced Product Labeling, Delia Gervin

Journal of Intellectual Property Law

No abstract provided.


State Regulation Of Keyword Advertising: A Lesson From The Utah Legislature, Mary Candice Barrett 2016 University of Georgia School of Law

State Regulation Of Keyword Advertising: A Lesson From The Utah Legislature, Mary Candice Barrett

Journal of Intellectual Property Law

No abstract provided.


27 Floors Of Support: Effectively Advertising Campus Resources To College Students, Amanda Peerce 2016 Western Kentucky University

27 Floors Of Support: Effectively Advertising Campus Resources To College Students, Amanda Peerce

Honors College Capstone Experience/Thesis Projects

College campuses provide a large variety of resources to college students to help ensure their well-being and success; however, students cannot utilize these resources if they do not know they exist. While there has been extensive research on the importance and efficacy of resources on college campuses, not as much research has been done on how to advertise these services to college students. The goal of this project is to create and assess the efficacy of a campaign educating and encouraging students to seek out campus resources in times of need. This project focuses primarily on promoting resources to first-year ...


An Application Of Brand Personality To Green Consumers: A Thematic Analysis, Anitha Acharya, Manish Gupta 2016 Icfai Business School-Hyderabad, Icfai Foundation for Higher Education University

An Application Of Brand Personality To Green Consumers: A Thematic Analysis, Anitha Acharya, Manish Gupta

The Qualitative Report

Green products are increasingly becoming popular in India as a fashion statement. Yet, limited attention has been given to understand why users of green products associate themselves with green brands in India. Therefore, the purpose of this study is to investigate the applicability of brand personality to green products. Thematic analysis of semi-structured interviews and focus group discussions of green product consumers revealed six dimensions of green brand personality (GBP). GBP is a set of human characteristics associated with a green brand. By focusing on the green brand personality dimensions discovered in this paper, marketing managers can better understand why ...


Cross-Functional Integration And New Product Performance: An Empirical Analysis And Findings, Lisa C. Troy, Tanawat Hirunyawipada, Audhesh K. Paswan 2016 Texas A & M University - College Station

Cross-Functional Integration And New Product Performance: An Empirical Analysis And Findings, Lisa C. Troy, Tanawat Hirunyawipada, Audhesh K. Paswan

Tanawat "Tom" Hirunyawipada

Although cross-functional integration is often considered an important element in a successful new product development program, a great deal of variance exists in extant literature regarding how integration is defined and implemented and how relevant studies are conducted.

The authors attempt to bring clarity to a diverse set of 25 studies that investigate cross-functional integration by empirically analyzing 146 correlations between integration and aspects of new product success. The authors examine the impact of 12 potential moderators that affect the integration–success link using meta-analysis techniques.

The findings indicate that though cross-functional integration may indeed have a direct impact on ...


International Management: Strategic Opportunities And Cultural Challenges, Paul B. Sweeney, Dean B. McFarlin 2016 University of Dayton

International Management: Strategic Opportunities And Cultural Challenges, Paul B. Sweeney, Dean B. Mcfarlin

Paul B. Sweeney

As the economies of many countries become more interrelated, international managers are facing huge challenges and unique opportunities associated with their roles. Now in its fifth edition, Sweeney and McFarlin's International Management embodies a balanced and integrated approach to the subject, emphasizing the strategic opportunities available to firms on a global playing field, as well as exploring the challenges of managing an international workforce.

Integrating theory and practice across all chapter topics, this book helps students to learn, grasp, and apply the underlying principles of successful international management:

  • Understanding the broad context of international business, including the critical trends ...


Visual Brand Identity Of Food Products: A Customer’S Perspective, Panagiota Moutaftsi Ms, Panagiotis Kyratsis Dr 2016 International Hellenic University

Visual Brand Identity Of Food Products: A Customer’S Perspective, Panagiota Moutaftsi Ms, Panagiotis Kyratsis Dr

Journal of Applied Packaging Research

Purpose – The aim of this research is to explore the benefits of a customer based approach on food packaging design. A case study of a small production honey brand is used.

Design/methodology/approach – For the design process, a survey that involved visual elements was conducted as an online questionnaire. The final size of the sample consists of 285 questionnaires.

Findings – The research findings indicate that packaging is a great influencer for consumers and the synergy of consumers with companies can be a catalyst for the product design process resulting in package designs, which engage potential customers and drive sales ...


"(Don’T You) Wish You Were Here?”: Narcissism, Envy And Sharing Of Travel Photos Through Social Media: An Extended Abstract, David G. Taylor 2016 Sacred Heart University

"(Don’T You) Wish You Were Here?”: Narcissism, Envy And Sharing Of Travel Photos Through Social Media: An Extended Abstract, David G. Taylor

WCOB Faculty Publications

Consumers are increasingly relying on user-generated content on social media for their awareness and subsequent decisions regarding travel destinations. This user-generated content – photos, comments, narratives and stories – is perceived by consumers to be more trustworthy and reliable compared to traditional sources of tourism information. ). Thus, understanding consumer motivations for sharing their travel through social media may provide tremendous advantage for tourism marketers.


The Thrill Of Victory, And The Agony Of The Tweet: Online Social Media, The Non-Copyrightability Of Events, And How To Avoid A Looming Crisis By Changing Norms, Jason Richard Sheppard 2016 University of Georgia School of Law

The Thrill Of Victory, And The Agony Of The Tweet: Online Social Media, The Non-Copyrightability Of Events, And How To Avoid A Looming Crisis By Changing Norms, Jason Richard Sheppard

Journal of Intellectual Property Law

No abstract provided.


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