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Social Media Marketing Strategies In Landscape Industry Small Businesses, Crystal Victoria Lupo 2018 Walden University

Social Media Marketing Strategies In Landscape Industry Small Businesses, Crystal Victoria Lupo

Walden Dissertations and Doctoral Studies

Almost 50% of small businesses close within 5 years in part because of inadequate marketing strategies. The purpose of this multiple case study was to explore how landscape industry small business owners have successfully used social media marketing to help ensure business viability. The population for this study was landscape industry small business owners in central Alabama, who have been successful in using social media marketing. The conceptual framework for the study included adoption theory to understand the successful implementation of social media as a marketing tool, and social exchange theory to explain how social behavior results from the exchange ...


Modelling Heterogeneous Effects In Network Contagion: Evidence From The Steam Community, Henrique Laurino dos Santos 2018 University of Pennsylvania

Modelling Heterogeneous Effects In Network Contagion: Evidence From The Steam Community, Henrique Laurino Dos Santos

Wharton Research Scholars

This study considers heterogeneous effects of reviews and social interactions on diffusion or contagion of new products in a networked setting, using a sample of interconnected public user profiles from the Steam Community. Ownership and reviews of two cult hit independent games – The Binding of Isaac: Rebirth, and To the Moon – are analyzed over a period of four years. This data was fit with a Hawkes Process Hazard Regression Model with exponential decay kernels for each game, yielding estimates of scale and duration of incremental heterogeneous actions within the network. This analysis finds strong, short term, additive, and marginally decreasing ...


Why Do Makers Make? Examining Designer Motivations On Thingiverse.Com, Courtney H. Shaw 2018 University of New Hampshire, Durham

Why Do Makers Make? Examining Designer Motivations On Thingiverse.Com, Courtney H. Shaw

Honors Theses and Capstones

Technological advancements have made a once fictitious dream into a reality. 3D printing has become a popular manufacturing and design technique used all over the world. As this industry becomes more popular, users of these 3D printers are reaching out across the web to share designs, seek help, and build communities of users with similar interests. This study is meant to look at what motivates 3D printing users to participate in online user innovation communities such as Thingiverse.com. This study will explore motivations such as personal needs, financial gains, approval of peers, skill development, and enjoyment. Moreover, it will ...


What Airbnb Reviews Can Tell Us? An Advanced Latent Aspect Rating Analysis Approach, Yi Luo 2018 Iowa State University

What Airbnb Reviews Can Tell Us? An Advanced Latent Aspect Rating Analysis Approach, Yi Luo

Graduate Theses and Dissertations

There is no doubt that the rapid growth of Airbnb has changed the lodging industry and tourists’ behaviors dramatically since the advent of the sharing economy. Airbnb welcomes customers and engages them by creating and providing unique travel experiences to “live like a local” through the delivery of lodging services. With the special experiences that Airbnb customers pursue, more investigation is needed to systematically examine the Airbnb customer lodging experience. Online reviews offer a representative look at individual customers’ personal and unique lodging experiences. Moreover, the overall ratings given by customers are reflections of their experiences with a product or ...


Advertising Content And Consumer Engagement On Social Media: Evidence From Facebook, Dokyun Lee, Kartik Hosanagar, Harikesh Nair 2018 University of Pennsylvania

Advertising Content And Consumer Engagement On Social Media: Evidence From Facebook, Dokyun Lee, Kartik Hosanagar, Harikesh Nair

Marketing Papers

We describe the effect of social media advertising content on customer engagement using data from Facebook. We content-code 106,316 Facebook messages across 782 companies, using a combination of Amazon Mechanical Turk and natural language processing algorithms. We use this data set to study the association of various kinds of social media marketing content with user engagement—defined as Likes, comments, shares, and click-throughs—with the messages. We find that inclusion of widely used content related to brand personality—like humor and emotion—is associated with higher levels of consumer engagement (Likes, comments, shares) with a message. We find that ...


Beyond The Last Touch: Attribution In Online Advertising, Ron Berman 2018 University of Pennsylvania

Beyond The Last Touch: Attribution In Online Advertising, Ron Berman

Marketing Papers

Online advertisers often utilize multiple publishers to deliver ads to multi-homing consumers. These ads often generate externalities and their exposure is uncertain, which impacts advertising effectiveness across publishers.

We analytically analyze the inefficiencies created by externalities and uncertainty when information is symmetric between advertisers and publishers, in contrast to most previous research that assumes information asymmetry. Although these inefficiencies cannot be resolved through publisher side actions, attribution methods that measure the campaign uncertainty can serve as an alternative solution to help advertisers adjust their strategies.

Attribution creates a virtual competition between publishers, resulting in a team compensation problem. The equilibrium ...


Should Cookie Monster Adopt A Healthy Lifestyle Or Continue To Indulge? Insights Into Brand Icons, Altaf Merchant, Kathryn A. LaTour, John B. Ford, Michael S. LaTour 2018 University of Washington Tacoma

Should Cookie Monster Adopt A Healthy Lifestyle Or Continue To Indulge? Insights Into Brand Icons, Altaf Merchant, Kathryn A. Latour, John B. Ford, Michael S. Latour

Articles and Chapters

Developing a brand icon has been a way for marketers to humanize and forge relationships with consumers. Icon development takes time. During this time, marketers have to face how much they stay true and consistent with their icons and how much they allow their icons to adapt to cultural changes in the marketplace. Little is known about how consumers respond to changing icons, and even less is known about whether there may be certain consumer groups that are more or less receptive to such changes. Four experiments and qualitative interviews were undertaken to gain insights into these issues. People who ...


Beyond Higher Ed Marketing: Unsanctioned User Generated Content, Jordan Taylor Salvador 2018 Georgia Southern University

Beyond Higher Ed Marketing: Unsanctioned User Generated Content, Jordan Taylor Salvador

University Honors Program Theses

The impact of User Generated Content (UGC) on higher-education marketing is an entirely untouched area of marketing research, therefore the current study aims to better understand how widely disseminated this content is among students, how they perceive this content and its impact upon their university, as well as what kinds of students are drawn to participate in and consume this content. A sample of 187 university students at a large public institution were surveyed regarding their engagement with UGC content associated with their school, and the ways in which it may effect their perception of the institution.


Mentoring Strategies To Prevent Leadership Shortfalls Among C-Suite Executives, Vernon Walter Tynes 2018 Walden University

Mentoring Strategies To Prevent Leadership Shortfalls Among C-Suite Executives, Vernon Walter Tynes

Walden Dissertations and Doctoral Studies

Corporate organizations are facing a shortage of future senior management leaders. The purpose of this single case study was to explore leadership mentoring strategies used to develop future C-suite executives in the waste industry. Companies may improve business practices by mentoring future generations to understand corporate responsibilities and expectations. The target population came from a regional waste company located in central Florida. The study participants consisted of 3 C-suite executives of the company responsible for the management and mentoring of future C-suite executive mentees. The conceptual framework for this study was rooted in transformational leadership theory. Data were collected using ...


Media Marketing Strategies University Leaders Use To Increase Alumni Financial Support, Wesley Carter 2018 Walden University

Media Marketing Strategies University Leaders Use To Increase Alumni Financial Support, Wesley Carter

Walden Dissertations and Doctoral Studies

Colleges and universities in the United States could end operations in record numbers largely from financial shortfalls. The Urban Institute reported that nonprofit organizations lost $3.4 billion in reneged pledges from 2013 to 2014 from donor dissatisfaction, creating a problem because financial losses can occur from a lack of understanding on how media marketing efforts affect fundraising. The purpose of this qualitative multiple case study was to identify traditional and social media marketing strategies that some nonprofit college and university leaders use to increase alumni financial support. Interviews took place with 7 college or university leaders at 3 private ...


Strategies For Low Employee Turnover In The Hotel Industry, Odetha Antonnett Davis 2018 Walden University

Strategies For Low Employee Turnover In The Hotel Industry, Odetha Antonnett Davis

Walden Dissertations and Doctoral Studies

Employee turnover affects the profitability, performance, and customer service of an organization. The purpose of this multiple case study was to explore strategies that leaders in the hotel industry used to maintain a low rate of employee turnover. Motivation-hygiene theory was the conceptual framework for the study. The study population included 9 hotel leaders from 2 international hotels operating in Jamaica. Methodological triangulation involved the comparison of data from observation of hotel facilities and leaders' interactions with employees, review of company documents, and semistructured interviews. Data were analyzed into emerging themes using a Gadamerian hermeneutics framework of interpretation. Four major ...


Mitigating Petroleum Product Shortages In The Nigerian Downstream Petroleum Supply Industry, Lucky Ubini Itsekor 2018 Walden University

Mitigating Petroleum Product Shortages In The Nigerian Downstream Petroleum Supply Industry, Lucky Ubini Itsekor

Walden Dissertations and Doctoral Studies

In Nigeria, almost every business enterprise relies on petroleum products for power or transportation. Shortages of petroleum products cripple business activities and undermine development of the Nigerian economy. The purpose of this multiple case study was to explore supply chain management strategies needed by petroleum business leaders to mitigate shortages and sustain business development in Nigeria. The sample for the study included 10 senior leaders from 2 private-sector Nigerian downstream petroleum supply companies located in the Niger Delta region, who had successfully implemented strategies for petroleum supply. The resource based view theory served as the conceptual framework for the study ...


Exploring Satisfaction And Retention Strategies For Generation Y Customers, Edmund Ehichioya Otaigbe 2018 Walden University

Exploring Satisfaction And Retention Strategies For Generation Y Customers, Edmund Ehichioya Otaigbe

Walden Dissertations and Doctoral Studies

Firms in the service industry have experienced a 15-30% drop in customer satisfaction ratings and an estimated $10 billion annually due to the unpredictable tendencies of one of the most significant and fastest growing consumer segments in the marketplace, Generation Y customers. The distinctive behavior of this sizeable generational cohort may be reshaping the business landscape of the 21st century regarding how consumers will relate to service providers in the future. Using the theory of customer satisfaction management system, the purpose of this multiple case study was to explore the customer satisfaction strategies that business leaders in southern Nigeria use ...


Collective Action And Market Formation: An Integrative Framework, Brandon Lee, Jeroen Struben, Christopher B. Bingham 2017 McGill University

Collective Action And Market Formation: An Integrative Framework, Brandon Lee, Jeroen Struben, Christopher B. Bingham

Brandon Lee


While extant research places collective action at the heart of market formation, it provides little understanding about when and to what extent collective action is important. In this paper, we develop a novel theoretical framework detailing what collective action problems and solutions arise in market formation and under what conditions. Our framework centers on the development of market infrastructure with three key factors that influence the nature and extent of collective action problems: perceived returns to contributions, excludability, and contribution substitutability. We apply our framework to diverse market formation contexts and derive a fresh set of attendant propositions. Finally, we ...


The Audience And Business Of Youtube And Online Videos, Louisa Ha 2017 Bowling Green State University - Main Campus

The Audience And Business Of Youtube And Online Videos, Louisa Ha

Louisa Ha


This book is a thorough analysis of digital natives as YouTube audiences as well as creators of online videos.  Using a mixed method approach, the authors examine the underexplored business side of YouTube: its audience in the form of product review videos, comments on videos, YouTube and other social media and online video services such as Netflix and Hulu, brand videos, sponsored videos and online video advertising.  It will also be the first book that examines YouTube Red and other YouTube services such as subscription, pay TV, and movie services.
 
YouTube is conceptualized as a global video portal and the ...


John Lee Hancock, The Founder (2016), Alejandro Hazera 2017 University of Rhode Island

John Lee Hancock, The Founder (2016), Alejandro Hazera

Markets, Globalization & Development Review

No abstract provided.


Sofia Coppola, Lost In Translation (2003), Masaaki Takemura 2017 Meiji University

Sofia Coppola, Lost In Translation (2003), Masaaki Takemura

Markets, Globalization & Development Review

No abstract provided.


Mark Peterson, Sustainable Enterprise: A Macromarketing Approach (2013), Canan Madran 2017 Dokuz Eylül University

Mark Peterson, Sustainable Enterprise: A Macromarketing Approach (2013), Canan Madran

Markets, Globalization & Development Review

No abstract provided.


Nassimbeni And Sartor, Sourcing In China (2006), Degan Yu, Mehmet G. Yalcin 2017 Sun Yat-Sen University

Nassimbeni And Sartor, Sourcing In China (2006), Degan Yu, Mehmet G. Yalcin

Markets, Globalization & Development Review

No abstract provided.


Peruvian Antiquities And The Collecting Of Cultural Goods, Terrence H. Witkowski 2017 California State University, Long Beach

Peruvian Antiquities And The Collecting Of Cultural Goods, Terrence H. Witkowski

Markets, Globalization & Development Review

Ancient art, artifacts, and architecture have long excited the intellectual curiosity and acquisitive passions of private and institutional collectors who, in turn, have funded archaeological research, preservation initiatives, and public education. Yet, the procurement of these goods also has encouraged looting and trafficking activities. Supplying collectors has destroyed much cultural evidence in source countries and has raised questions about who should control heritage and history. This article investigates the market for Peruvian antiquities, the surviving material culture created by the country’s inhabitants before the Spanish Conquest. It briefly reviews Peru’s early history and the history of collecting its ...


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