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Full-Text Articles in Business
Why I Purchase What I See On Facebook: Comparing The Impact Of Electronic Word-Of-Mouth Between Hispanic And Non-Hispanic Consumers, Nivia Escobar, Sindy Chapa
Why I Purchase What I See On Facebook: Comparing The Impact Of Electronic Word-Of-Mouth Between Hispanic And Non-Hispanic Consumers, Nivia Escobar, Sindy Chapa
Association of Marketing Theory and Practice Proceedings 2018
This study aims to explore the role of the adoption and consumption of Facebook on Electronic Word-Of-Mouth (eWOM) among Hispanics versus African Americans, Asians, and Non-Hispanics Whites in the United States, whilst exploring the impact of attitudes towards eWOM on the likelihood to purchase something because of the “Likes” on Facebook. A national panel was used to collect the data and an ANOVA test was conducted to test the hypotheses. The results indicated Non-Hispanic White consumers were significantly less likely to use WOM than Hispanic, African Americans and Asians. Overall, Hispanics were found to be more likely than any other …
Facebook And Branding Of Small To Medium-Sized Enterprises, Angella Banks, Perry Haan
Facebook And Branding Of Small To Medium-Sized Enterprises, Angella Banks, Perry Haan
Association of Marketing Theory and Practice Proceedings 2017
Small to Medium Size Enterprise (SME) owners face many challenges as they strive to keep their businesses afloat. Although these challenges vary, one of the most prevalent is the inability to market effectively. Over 50% of SMEs close within the first five years (Cronin-Gilmore, 2012). This case study explored the relationship between Facebook and SMEs’ brands, and Integrated Marketing Communications (IMC). Through the examination of these relationships, the study identified barriers that hinder SMEs ability to use Facebook effectively and further strengthen their branding strategies. Facebook can be an inexpensive marketing tool that SME owners has access; however, challenges exist, …
Winning Off The Field: How Social Media Analytics Measure The Sports Industry, Ryan Mcgarvey, Peter Titlesbaum
Winning Off The Field: How Social Media Analytics Measure The Sports Industry, Ryan Mcgarvey, Peter Titlesbaum
Association of Marketing Theory and Practice Proceedings 2017
Since Facebook became available to the public, social media (SM) has become the most popular online activity. Currently, 91% of adults are active SM users. Of this 91% of adults on SM, more than 20% of their time online is spent on networking sites like Facebook and Twitter (Weiguo and Gordon, 2014). These powerful tools connect people around the world and show no signs of slowing down.
SM has become a popular online activity for individuals, especially for those involved in business. SM is seen as a tool to aid businesses in spreading their own message, at little to no …