Business Commons^™

Effects Of Humorous Language In Social Media And Fandom Levels On Sport Consumers’ Merchandise Value Perceptions, Conner Martin

Honors College Theses

Licensed sports merchandise is a sports business sector that is projected to surpass $39.8 billion by 2027. This study examines the influence of humor in social media posts on consumers’ perceived valuations of licensed sport merchandise—specifically, apparel—with consideration to their team fandom. Guiding by Cue Utilization Theory (CUT), the research model assessed the extrinsic cues of team fandom and humor in shaping consumer perceptions, while controlling for product type (high-cost, low-cost), humorous caption (version 1, version 2), generation (Zoomers, Millennials, Gen Xers, and Boomers), and gender (male, female, non-binary). Fans of South Georgia Tormenta FC, a professional soccer club, served …

How “Tweet” Tones Can Explain Consumer Beliefs In Csr, Kristina M. Harrison, Lei Huang

Association of Marketing Theory and Practice Proceedings 2023

This research examines what can be learned about consumers’ opinions tweeted out about them over social media. The valence and tweet character with the type of CSR/CSR related fraud is specifically examined in order to understand consumers’ beliefs about firm CSR use as well as firm confidence. This was conducted via an experimental design manipulating the type of CSR used and related fraud, and then participants responded to the events via simulated tweets and responded to questions about their beliefs in firms engaging in CSR as well as their overall confidence in a firm. Through applying how individuals assess moral …

Social Media Influencer Perceived Source Credibility Scale Validation And Consumer Attitudes Toward The Brand: An Exploratory Study In Urban India, James E. Stoddard, Lubna Nafees, Christy M. Cook

Association of Marketing Theory and Practice Proceedings 2023

This study explores the relationship between social media influencers (SMIs) perceived source credibility and the formation of brand attitudes of their followers from an urban Indian sample. SMIs have become a channel in shaping consumers’ brand perceptions for products and services across multiple industries worldwide. Using survey data from India, this research delves into the dimensions of SMI perceived source credibility and attitudes towards the brand. A confirmatory factor analysis (CFA) validated the concept that SMI perceived source credibility is a second order construct that is comprised of SMI perceived expertise, goodwill and trustworthiness. Also, that partial least squares structural …

Increasing Social Media Equity Of A Brand By Developing Social Media Capabilities And Consumer Promotions, Manisha Mathur

Association of Marketing Theory and Practice Proceedings 2023

Existing literature identifies the role of customers in promoting a brand on social media and in providing recommendations to others customers based on their own experiences with the brand. The recent focus on using social media has led to most firms becoming effective in using social media to develop customer communities, becoming content providers unlike traditional advertisers, and focusing on conversing with consumers rather than directing marketing messages at them (Barwise and Meehan, 2010). In this research, we conceptualize social media equity as comprising of a brand’s associations with customers on social media, quality perceptions of the retailer brand on …

Jonny Boy Cookies' Event Campaign Targeting College Students, Ye'senia L. Agosto-Rivera

Honors College Theses

The evaluation of data from social media sites can offer valuable decision-making data for small businesses. Generally, college students are dependent on the Internet and social media sites precisely to connect with others socially. Can small businesses with limited finances and limited technical knowledge compete in this new social media-driven market to develop more in-person events? This paper discusses a detailed event campaign for Jonny Boy Cookies to expand their college student demographic beyond their current middle-aged women demographic. Quantitative approaches will be used to guide the research and implementation of new methods.

Critical Thinking In The Age Of Misinformation: Information Literacy For Citizenship, Tamra Ortgies-Young, Jennfer Lobo Meeks, Barbara Robertson

Georgia International Conference on Information Literacy

As recent political events across the globe have shed a light on the fragility of democratic values, the role of the University in creating a framework for civic education becomes more urgent. Informed, caring and engaged citizenry must be a goal of higher education. Students currently face the emergence of faulty types of information - such as misinformation and disinformation, which undermines the notion of collective or public inquiry, not only within universities, but also within society as a whole. This challenge must be acknowledged and addressed by academic institutions.

Session presenters will provide an overview of their work, “Critical …

As (Un)Real As It Gets – Exploring The Persuasiveness Of Advertising Posts By Virtual Influencers, Sphurti Sewak

Association of Marketing Theory and Practice Proceedings 2021

No abstract provided.

When You Meme Business – Exploring Use Of Memes By Brands On Social Media And Resultant Engagement, Sphurti Sewak, Jaehoon Lee

Association of Marketing Theory and Practice Proceedings 2021

No abstract provided.

The Youtube - Savoring Model: Youtube As A Means Of Increasing Savoring For An Upcoming Consumption Experience, Marc P. Dupont

Association of Marketing Theory and Practice Proceedings 2021

YouTube started primarily as a means of entertainment. However, in recent years it has become a platform for both information-seeking and information-giving behaviors. Using the consumption, participation, and production framework for user generated media, YouTube is examined as a platform to influence an individual’s savoring and remembered enjoyment of a consumption experience. This study proposes a model for utilizing YouTube as a means of increasing savoring for an upcoming consumption experience through elaborative processing, minimizing distractions, and encouraging remembered enjoyment.

Engaging With Customers On Social Media: Insights From Business-To-Business Companies, Emory Serviss

Association of Marketing Theory and Practice Proceedings 2021

Social media are an important part of a company’s ability to directly engage with customers. However, the lack of an established definition of engagement creates challenges for scholars and practitioners attempting to assess return on investment derived from social media marketing. In addition, limited scholarly literature exists regarding how B2B customers specifically react to social media. To enhance understanding of how a B2B company’s social media activity affects customer engagement, this manuscript will examine social media utilization and customer response.

The Brand Axis: Strategic Impacts Of Loyalty And Engagement Within The Social Media Magnet Theory, Kyle A. Huggins, J. Elliott Cunningham

Association of Marketing Theory and Practice Proceedings 2020

The Social Media Magnet is presented as a new pedagogy for organic, inbound marketing instruction. This methodology has now been deployed for the last four years across multiple universities combining a digital online delivery system with a new theory and a live online practicum to teach college students both strategic and tactical planning for inbound marketing campaigns. Using live website creation, social media planning tools, and email retention campaigns, students using this pedagogy learn the best practices for inbound marketing. This is not a simulation, but a live practicum that teaches students real-time inbound marketing principles. This paper recaps the …

Early-Career Professional Athletes, Social Media Marketing, And Sponsorship, Nichada Satasuk, Gallayanee Yaoyuneyong

Association of Marketing Theory and Practice Proceedings 2020

The sports marketing industry has changed in the new era of easy internet access and ubiquitous mobile devices. Sports marketers are beginning to use social media platforms, such as Facebook, YouTube, Twitter, and Instagram, to promote their brands and to connect with fans. In addition, legislative trends and announcements by the NFL and NCAA show that individual athletes, early in their professional careers (at the college level), will be able to profit from their names, images, and likenesses. While research into social media marketing by sports brands is existent and growing, most studies are concerned with the strategies and impacts …

Social Media Listening: Revealing The Indirect Effects Of User Generated Content (Ugc) On Product Adoption, Nga Ho-Dac, Ian Clark Sinapuelas

Association of Marketing Theory and Practice Proceedings 2019

Industry studies suggest social media listening espouses several advantages. Evidence from academic research however is lacking and the need to investigate its impact especially in the context of product development is needed. This research explores how UGC influences market outcomes indirectly via its impact on product development. Building on current findings from empowerment-product demand and new product adoption research, we propose that product improvements building on consumer social media conversations are more likely to succeed. Using a system of equations modeling in the open source software context, we verify that increasing forum posts lead to a greater number of codes …

The Dual-Mediation Effect Of Perceived Accuracy And Perceived Connectedness On Consumer Attitude Toward Social Network Advertising, Tao-Sheng Chiu, Kai-Yu Wang, Wen-Hai Chih, Jaime Ortiz, Ying-Ching Lin

Association of Marketing Theory and Practice Proceedings 2019

Despite the importance of social media advertising, few studies have investigated the factors that influence its effectiveness (Jung, Shim, Jin, and Khang 2016). Because advertising on social media is a relatively new phenomenon (Okazaki and Taylor 2013), several studies are exploratory in nature and lack a solid theoretical framework (e.g., Campbell, Pitt, Parent, and Berthon 2011; Pehlivan, Sarican, and Berthon 2011; Sashittal, Sriramachandramurthy, and Hodis 2012; Waters and Jones 2011). For this reason, the present study examines the factors affecting consumers’ attitudes toward advertisements they view on social media.

This paper draws on the stimulus-organism-response (S-O-R) model to investigate the …

Use Of Social Media By Sales Students For First Post-Graduation Job-Search: An Exploratory Study, Linda G. Mullen, Randy S. Stuart, Michael L. Thomas

Association of Marketing Theory and Practice Proceedings 2019

As students who studied/majored in professional sales approach graduation and start looking for their first post-graduation/entry-level positions, what avenues are used to pursue these opportunities? One might suspect that with the explosion of social media and the millennial generation’s prolific use of said media this would be their preferred choice for job hunting. Are sales students engaging social media and other online activities to land entry-level career positions or are they still using traditional methods (i.e. College/University Career Fairs, College/University Career Services, Internships, etc.) to find these positons? This paper looks at the avenues millennial students who studied/majored in professional …

Customer Service In The It/Social Media Marketing Era: Reverting To A Zero-Sum Game, Jon Martin

Association of Marketing Theory and Practice Proceedings 2019

During the past 10-15 years marketers and consumers have increasingly pondered and discussed if customer service has improved or declined. During this time we’ve experienced the great marketing power of IT and social media but have also heard and/or shared many “horror stories” of poor customer service in a changing marketplace. Which is true? Has customer service declined, improved, and/or merely changed? The answer is simply, “YES - all of the above”. However, the key challenge, for both consumers and marketers, is not so much a “yea vs. nay” determination, but to better examine the what, why, and how of …

The Role Of Brand Personality In Setting Expectations For Engagement On Social Media, Joanne T. Cao, Jamye Foster, Gallayanee Yaoyuneyong

Association of Marketing Theory and Practice Proceedings 2019

In recent years, business has leapt on to the social media marketing bandwagon. However, many have learned that social media marketing is not equally beneficial for all brands, and that there is a difference between aiming for more followers versus aiming for more engagement and deeper relationships. Recently, the shift has been toward engagement as the ultimate social media goal, rather than mere followers. But just as all brands do not need to be on social media, do all brands have to aim toward high engagement? This study attempts to answer this question by considering communication based on brand personality …

Brand Promotions Via Social Media Advocacy: Strategic Implications For Improving Brand Equity, Manisha Mathur

Association of Marketing Theory and Practice Proceedings 2017

Social media is all about consumer networks and consumer relations that challenge marketers to leverage social media as a means to develop and improve their connections with consumers. Despite the opportunities available through social media marketing activities, understanding customers and their behavior, and incorporating that information in marketing strategy formulation is critical to successful strategy implementation. This study takes a significant leap forward in this direction. Theoretically grounded in two different fields-the field of sociology in combination with the field of relationship marketing, this study develops a conceptual model of optimizing social media characteristics of customers. The current study uses …

Online Universities: Who Is Creating Virtual Communities?, Lisa Witzig, Joe Spencer, Katlyn Myers

Association of Marketing Theory and Practice Proceedings 2016

The use of online social communities for online universities seems a topic where usage can be taken for granted. This paper provides a literature review that shows the importance of community for students and alumni, and builds the case that online universities need to use online communities to deepen relationship. The paper then identifies the top social media network sites that can be used to build online communities and analyzes the activities of the top 54 undergraduate and top 53 graduate online programs at these sites. Despite the need to engage through these social media sites, online universities in general …

Taking Flight – December 2014 Edition, Georgia Southern University

Taking Flight (College of Business) (2014-2023)

• Message from the Dean
• Alumni Spotlight: Kim Hartsock
• Fall Commencement & Graduate Brunch
• Augusta Eagle Executive Exchange
• BIG Maker Day
• GEICO Associates, Macon Representing the Eagle Nation
• Get Social with the College of Business

Social Media Marketing Use In Georgia’S Institutions Of Higher Education, James Kelly

Honors College Theses

The Internet and social media are changing the way that people interact with the world around them everyday. Individuals are able to learn more about the products they use, places they visit, and other people within their network by simply turning on their computer, smart phone, or tablet. Thanks to this great utility, institutions of higher education around the world are using social media to interact with and market themselves to faculty, students, and even prospective students. After all, universities are aiming to prove that their product can add value to the lives of stakeholders while providing them with benefits …