Business Commons^™

Asserting Librarian Expertise And Value In Strategic Marketing Efforts, Memo Cordova, Elizabeth Ramsey

Library Faculty Publications and Presentations

This case study of librarian-led marketing efforts at a mid-size academic library examines workarounds to obstacles that librarians frequently encounter when taking on marketing for their libraries. These obstacles often stem from a combination of misunderstanding and/or misplaced priorities at both the unit and administrative levels. Challenges in this case study include a number of factors: no marketing strategy at the administrative level, a lack of understanding from colleagues generally, little time to complete tasks or improve marketing skills, and no dedicated funding. To address these challenges the authors embarked on an internal marketing campaign engaged extensively on social media …

Investigation Of Factors That Influence Public Librarians’ Social Media Use For Marketing Purposes: An Adoption Of The Technology Acceptance Model And Theory Of Planned Behavior, Soohyung Joo, Namjoo Choi, Lindsey M. Harper

Information Science Faculty Publications

This study aims to explore multiple factors that are associated with social media use by public librarians for marketing purposes. Based on the technology acceptance model and theory of planned behavior, the effects of five factors—usefulness, ease of use, attitude, subjective norms, and behavioral control—on social media use intention were examined. A survey was conducted, and 462 valid responses were collected from public librarians across the United States. The findings revealed that all five factors have a significant impact on librarians’ intention to engage in social media activities for library marketing. Perceived behavioral control factors were the most influential on …

From Dreaming To Believing: A Review Of Consumer Engagement Behaviours With Brands’ Social Media Content Across The Holiday Travel Process, Dean Creevey, Etain Kidney, Glenn Mehta

Articles

This paper reviews social media user engagement behaviours with brands and proposes a new stage within the travel process. Specifically, the pre-trip stage is examined and investigation into a two sub-stage split is proposed; pre-purchase and post-purchase. Dubbed the Believing phase, this paper calls for research into the patterns of engagement behaviour towards hotel brands’ content at this currently under-researched stage. Current social media-focussed research examines influence on purchasing decisions of users, social media usage on-site, and post-trip evaluation. There remains a conceptual gap highlighting the behavioural patterns of users during the period between initial purchase and subsequent departure.

Are They Even Following Us?: Using Market Research Data To Understand Students’ Social Media Preferences, Mark Aaron Polger, Dan Sich

Publications and Research

The purpose of this paper is the exploration of students’ preferred social media (SM) tools for receiving information about their academic library. The authors administered a questionnaire at their prospective institutions: the College of Staten Island (CSI), City University of New York, USA and the University of Western Ontario (UWO) in London, Ontario, Canada. The authors examine students’ preferences for various SM tools, and analyzed the types of information students expect from the library’s SM accounts. The authors argue that the library’s SM postings should be curated based on market research that provides a better understanding of the target audience.

Investigating The Effects Of Personalization On Brand Love: A Study Of Facebook, Trang P. Tran

Association of Marketing Theory and Practice Proceedings 2019

This paper investigates how personalized advertising affects customer brand relationship in social media. In particular, this paper develops and tests a conceptual model that captures the impact of perceived personalization on customer brand relationship through an online survey where respondents are free to describe a personalized ad they see on their Facebook.

Eight hypotheses are developed and tested using PLS-SEM. The results show that all hypotheses are accepted except for Hypothesis 7 (the effect of self-expressive brands on brand love). More specifically, the findings confirm that personalized advertising has an impact on consumer perceptions of a brand. Stated differently, as …

Do Perceptions Of Businesses Differ Between Higher And Lower Counts Of Social Media Post Engagements?, Tally Shaw, Melinda A. Mclelland

Association of Marketing Theory and Practice Proceedings 2019

Social media is a popular marketing tool that directly connects businesses and consumers. This is a relatively new phenomenon, which requires more understanding on the part of marketers. Understanding how consumers respond to social media posts made by the business is vitally important to the continued success of businesses utilizing social media as part of their marketing efforts. Using social metrics such as “likes” and “shares”, businesses can both measure and influence consumer attitudes and behaviors. This study features an experiment that manipulates the effects of high versus low counts of Facebook likes/shares on Facebook timeline posts. This research extends …

Exploring The Effectiveness Of Social And Digital Media Communications On Organization-Public Relationship Building With Employees, Iris Cumberbatch

Antioch University Dissertations & Theses

More than a decade after the emergence of social and digital media, professional communicators increasingly use these channels to interact with a wide array of stakeholders. Simultaneously, public relations (PR) and communications leaders seek to understand whether their efforts to communicate and engage with stakeholders through these channels are effective in establishing and building relationships, as well as to measure “effectiveness” in the new technology-driven communications landscape. With this study, I addressed a gap in the academic research with regard to understanding the effectiveness of social and digital media as a communications tool by assessing employees’ perceptions of their organization …