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Full-Text Articles in Business
“No More Uncle” And Gender-Neutral Marketing, Singapore Management University
“No More Uncle” And Gender-Neutral Marketing, Singapore Management University
Perspectives@SMU
How Asian men’s beauty care is shaping conception of masculinity and gender-neutral marketing
Nonprofit Megaphone – Helping Nonprofits With Google Ads, Jenna Ross Director
Nonprofit Megaphone – Helping Nonprofits With Google Ads, Jenna Ross Director
Journal of Nonprofit Innovation
The Google Ad Grant is one of the most powerful, yet under-appreciated tools in nearly every nonprofit’s marketing toolbox. Although the program has been available for over a decade, research shows that more than half of all nonprofit professionals are not aware of the Google Grant and how it can help nonprofits of all sizes.
Promo (Promo.Com) – Video And Ad Creation Tool, Naomi Anna Lao
Promo (Promo.Com) – Video And Ad Creation Tool, Naomi Anna Lao
Journal of Nonprofit Innovation
As advertised: Bring any idea to life in minutes - by yourself. Easily create compelling video ads, social media videos, product videos, explainer videos and more. The perfect solution for giving your brand a voice at scale.
“Tiktok Made Me Try It”: Social Media’S New Role In Marketing Strategies And Its Effect On Consumer Behavior, Preston Starkey
“Tiktok Made Me Try It”: Social Media’S New Role In Marketing Strategies And Its Effect On Consumer Behavior, Preston Starkey
Management Undergraduate Honors Theses
This study investigates the impact that social media has on marketing strategies and consumer behavior. Social media has risen significantly in popularity over the past decade, and with the introduction of Social Media Influencers, brands have found a new market to promote their products. However, there is very little research conducted to show how social media users are engaging with the new marketing strategies and how it affects their purchasing behavior. This study begins by performing two case studies on brands that have successfully utilized social media to market their products: Crumbl Cookies and Chipotle Mexican Grill. This study then …
How The Financial Services Industry Is Utilizing Social Media To Expand Their Client Base, Kristen Stewart
How The Financial Services Industry Is Utilizing Social Media To Expand Their Client Base, Kristen Stewart
Marketing Undergraduate Honors Theses
Social media is becoming an increasingly important aspect of all companies’ marketing strategies. It is almost imperative for companies to advertise through social media if they want to have a fair chance of reaching the younger generation. In fact, “the majority (97%) of Gen Z consumers say they now use social media as their top source of shopping inspiration; 65% say they use social media to find entertaining content; and 61% of them are specifically interested in watching more video content” (Kastenholz, 2021). This proves that social media can make a significant and lasting impact on a company’s success. Social …
Social Media Marketing Strategies For Improving Customer Relationships, Candel Cuffie
Social Media Marketing Strategies For Improving Customer Relationships, Candel Cuffie
Walden Dissertations and Doctoral Studies
Despite the potential benefits of social media marketing (SMM) to improve customer relationships, some small business leaders lack SMM strategies to improve customer relationships. Small business leaders who fail to improve customer relationships may observe a decline in their customer base, leading to decreased profitability. Grounded in Berry’s relationship marketing theory, the purpose of this qualitative multiple case study was to explore SMM strategies small business leaders used to improve customer relationships. Data were collected via reviews of company documentation, participants’ social media pages, and online semistructured interviews with five small retail business leaders who used SMM strategies to improve …
Invited Perspective - Engaging Aspirations To Nurture Communities, Kentaro Toyama
Invited Perspective - Engaging Aspirations To Nurture Communities, Kentaro Toyama
Subsistence Marketplaces
For subsistence communities, the question is whether aspirations can be applied to motivate behavior that is, on the one hand consistent with people’s aspirations, but which might otherwise be difficult to elicit. Could poorer households be encouraged to save, to spend more on their children’s education, or to act against unhealthy social norms? A couple of examples suggest this is not only possible, but highly successful in contexts where other appeals fail.