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Full-Text Articles in Business
The Effects Of Online Reviews And Promotional Messages On Product Performance : Review Helpfulness And The Power Of Language, Ziru Bao
Lingnan Theses and Dissertations (MPhil & PhD)
This dissertation contains two essays. For Essay One, previous studies on review helpfulness focus on what makes a review helpful and how to predict review helpfulness. In so doing, researchers hope to identify the most helpful reviews for consumers and improve the recommendation system. However, little is known about the effect of these helpful reviews on product performance. Thus, this paper investigates how helpful reviews or the helpfulness votes influence product sales. Since product sales are only available at the group (product) level, estimating the effect of helpfulness votes presents a challenging multilevel problem. This research considers both the disaggregating …
Marketing Activity Influences On Brand Attractiveness & Loyalty, Keiondre' Mcallister
Marketing Activity Influences On Brand Attractiveness & Loyalty, Keiondre' Mcallister
McNair Scholars Research
While selecting a specific brand could seem simple, many variables are considered. Consumers must trust that the chosen brand meets their needs by providing value. Value differs for everyone; however, four value pillars within the value creation pyramid could explain which value attracts the consumer most to a brand. These value elements will be explored to explain consumer preferences.
The Significance Of Sonic Branding To Strategically Stimulate Consumer Behavior: Content Analysis Of Four Interviews From Jeanna Isham’S “Sound In Marketing” Podcast, Ina Beilina
Student Theses and Dissertations
Purpose:
Sonic branding is not just about composing jingles like McDonald’s “I’m Lovin’ It.” Sonic branding is an industry that strategically designs a cohesive auditory component of a brand’s corporate identity. This paper examines the psychological impact of music and sound on consumer behavior reviewing studies from the past 40 years and investigates the significance of stimulating auditory perception by infusing sound in consumer experience in the modern 2020s.
Design/methodology/approach:
Qualitative content analysis of audio media was used to test two hypotheses. Four archival oral interview recordings from Jeanna Isham’s podcast “Sound in Marketing” featuring the sonic branding experts …