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Full-Text Articles in Business
The Impact Of Narcissism On Value Evaluations Resulting From Virtual Good Purchases, Nathan Mcdougle
The Impact Of Narcissism On Value Evaluations Resulting From Virtual Good Purchases, Nathan Mcdougle
Doctoral Dissertations
Social network sites and virtual worlds have become an intriguing area of study within Marketing. The uncertainty of the effects of marketing efforts within these worlds, especially with add-on purchasable items, has received some research attention, but research has not delved deeply into the factors that affect a consumer's intention to purchase these items online. In order to better understand these actions, the present study attempts to empirically examine the effects of several of these variables—specifically narcissism—on purchase intentions, value, and quality of life. Two competing theories are proposed to explain these relationships—a theory of experiential consumption and a theory …
The Influence Of Social Networking Sites On Buying Behaviors Of Millennials, Sharon S. Pate, Melinda Adams
The Influence Of Social Networking Sites On Buying Behaviors Of Millennials, Sharon S. Pate, Melinda Adams
Atlantic Marketing Journal
Social media sites have become an important part of many individuals’ lives. According to the Pew Research Center (2010), Millennials, also known as Gen Y, are living their lives on the internet where 75% of them have a profile on a social networking site. When compared with only 50% of Gen Xers and 30% of Boomers, this gives them the distinct identity that they are more technologically advanced.
The Existence Of State Dependence And Switching Costs In The Transition From Myspace To Facebook, Taryn M. Ohashi
The Existence Of State Dependence And Switching Costs In The Transition From Myspace To Facebook, Taryn M. Ohashi
Scripps Senior Theses
In this paper, I examine the existence and roles of state dependence and switching costs in the mass transition from MySpace to Facebook during the 2007-2008 time period. Using a dataset that compiles individual browsing behavior and a discrete multinomial logit model, I find precise, yet extremely small amounts of state dependence for users of only MySpace, of only Facebook, and users of both MySpace and Facebook. Positive state dependence directly implies the existence of switching costs for each firm. While there is an abundance of literature regarding switching costs in the brick and mortar setting with tangible products and …
Innovation And Entrepreneurial Ventures In Sport: Branding Athletes Through Use Of New Media And Technology, Khalid Ballouli, John Grady, Brandon Brown
Innovation And Entrepreneurial Ventures In Sport: Branding Athletes Through Use Of New Media And Technology, Khalid Ballouli, John Grady, Brandon Brown
Association of Marketing Theory and Practice Proceedings 2013
Due to the growing capacity of modern technology to build brands through digital integration and social media networking, athletes have begun to create their own digital presence in efforts to reach a wider target audience. As such, entrepreneurs who develop integrated networks of traditional marketing and social media strategies—designed to increase brand influence in the digital space—are beginning to develop ways in which to capitalize on the monetization of the digital athlete brand. Digital athlete branding involves creating a digital presence for the professional athlete through the development of personal websites, social networks, and new media to provide unique fan …
From Push To Pull — How Smartphones Are Changing Mobile Marketing, Julie M. Pharr
From Push To Pull — How Smartphones Are Changing Mobile Marketing, Julie M. Pharr
Association of Marketing Theory and Practice Proceedings 2013
As “smartphones” have displaced traditional cell phones, mobile marketing—marketing via wireless handheld devices—has become increasingly more sophisticated. This paper highlights the dramatic shifts underway in the field of mobile marketing with the advent of mobile technology that simultaneously delivers web access, location information, and social networking capabilities. The paper makes a case for why smartphones may foreshadow the end of traditional push marketing, giving way to a new style of marketing that is location-based, context-specific and superior at initiating consumer pull.