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Full-Text Articles in Business
How To Maximize Your Small Business's Impact On Social Media, Brianna J. Arnaud
How To Maximize Your Small Business's Impact On Social Media, Brianna J. Arnaud
University of New Orleans Theses and Dissertations
This thesis is meant to be a learning tool to help small businesses use free social media accounts as business marketing tools. The manual is broken down into chapters highlighting the importance of “Knowing your Audience,” “Branding,” “Constructing a Post,” “Using Visual Rhetoric,” and “Expanding your Audience.”. This thesis is inspired by scholars of English, internet linguistics, journalism, gender theory, professional writing, and rhetoric. It is also inspired by a survey of 18 small businesses in the Lafayette, Louisiana area. The survey helped to focus my research on the social media issues of small businesses in the southern region of …
Effects Of Negative Online Word-Of-Mouth On Consumer Evaluations Of An Underdog Brand, Anja P. Luethi
Effects Of Negative Online Word-Of-Mouth On Consumer Evaluations Of An Underdog Brand, Anja P. Luethi
Senior Honors Theses
Research on underdogs has suggested that consumers feel sympathy for and a desire to support the underdog. However, it is unclear how their evaluations of the underdog will change if they receive negative information about it. The current research aims to explore the role of negative word-of-mouth of the underdog, compared to the top dog, in consumers’ brand attitude, brand value, and purchase intention. Specifically, drawing on two streams of research, two competing hypotheses are proposed and tested. An experiment was conducted with online consumer panel members. Consistent with confirmation bias and familiarity principle, the results supported a hypothesis that …