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Articles 1 - 12 of 12
Full-Text Articles in Business
Apps For Enhancing Student Engagement And Learning, Chrissann Ruehle, Mary Martin, Cuauhtémoc Luna-Nevarez, Nick Barnes
Apps For Enhancing Student Engagement And Learning, Chrissann Ruehle, Mary Martin, Cuauhtémoc Luna-Nevarez, Nick Barnes
WCBT Faculty Publications
Individuals in todays on the go society frequently rely on mobile devices and apps to manage their daily business. Common uses for apps include entertainment, online banking, travel planning and ecommerce in addition to a host of other activities. Factoring in the proliferation of mobile devices, marketing educators are searching for innovative tools and techniques to boost student engagement through the use of apps. The purpose of this paper is to outline a framework for integrating apps into the curriculum as well as provide specific examples that educators can utilize to strengthen engagement and learning.
Integrating Advertising And News About The Brand In The Online Environment: Are All Products The Same?, Anca C. Micu, Iryna Pentina
Integrating Advertising And News About The Brand In The Online Environment: Are All Products The Same?, Anca C. Micu, Iryna Pentina
WCBT Faculty Publications
This research compares the effects of paid advertising (banner ad plus banner ad) and publicity (news article plus banner ad) on attitude toward the brand in the context of different product categorization approaches. The authors utilize both the elaboration likelihood model (ELM) and the economics of information theory to test the mechanism through which different electronic communication modes impact consumers' attitude toward the brand for various product categories. Findings indicate that the product categorization based on the level of involvement (ELM) to be superior to the one distinguishing search from experience goods (economics of information). Including news about the brand …
Adroll: A Case Study Of Entrepreneurial Growth, Todd A. Finkle
Adroll: A Case Study Of Entrepreneurial Growth, Todd A. Finkle
New England Journal of Entrepreneurship
This case study examines the background, start up, and growth of one of the fastest-growing companies in the United States, AdRoll. It explores the various strategic factors related to the growth of AdRoll and how these issues must be addressed in order to maintain its level of growth.This case study is especially interesting not only because it focuses on one of the fastest-growing firms in the country, but also because it addresses on an understudied topic within the field of entrepreneurship, entrepreneurial growth.
Will "Smarter" Marketing End Social Discrimination? A Critical Review, Frances Grodzinsky, Andra Gumbus, Stephen J. Lilley
Will "Smarter" Marketing End Social Discrimination? A Critical Review, Frances Grodzinsky, Andra Gumbus, Stephen J. Lilley
School of Computer Science & Engineering Faculty Publications
Purpose - There are two claims made by the web marketing/advertising industry. 1) By collecting, managing, and mining data, companies serve consumer’s best interests and 2) by adopting sophisticated analytics web marketers avoid discriminations that disserve individuals. Although we share an interest in ending social discrimination, we are more circumspect about pronounced individualism and technological fixes. Despite its appeal, or perhaps because of it, we should not accept the claim at face value. In this paper we argue that social discrimination may not disappear under smarter marketing; more overt forms may wane only to be replaced by more subtle forms. …
Self-Enhancement As A Motivation For Sharing Online Advertising, David G. Taylor, David Strutton, Kenneth Thompson
Self-Enhancement As A Motivation For Sharing Online Advertising, David G. Taylor, David Strutton, Kenneth Thompson
WCBT Faculty Publications
Marketers have long understood that consumers' self-concepts influence the products they purchase; conversely, products purchased influence people's self-concepts. Might the same self-enhancement framework apply in to shared online advertisements? Using the symbolic interactionist perspective of identity theory, this study empirically tests the proposition that online consumers use electronic word of mouth, and specifically the sharing of online advertising, to construct and express their self-concepts. The results suggest that self-brand congruity, entertainment value, and product category involvement increase the self-expressiveness of online ads, which then increase the likelihood of sharing those ads. These findings have both theoretical and managerial implications.
Understanding Sme Intention To Use The Internet For Managing Supplier Information, Kevin Celuch, Anna Walz, Carl Saxby, Craig Ehlen
Understanding Sme Intention To Use The Internet For Managing Supplier Information, Kevin Celuch, Anna Walz, Carl Saxby, Craig Ehlen
New England Journal of Entrepreneurship
There is strong consensus that the Internet has the potential to positively impact firms, and SMEs in particular; however, not all firms have realized benefits from adoption. The present study extends research in the area by addressing the need to examine the “chain” of variables explaining Internet adoption. We do this by exploring SME owner/manager Internet-related usefulness and ease-of-use cognitions and intention to use the Internet for supplier information management. We also explore the influence of behavioral norms and two broader strategic perspectives, market and learning orientation, on the Internet-related cognitions. Findings have implications for researchers and practitioners by identifying …
Telling The Brand Story: Including News Articles In Online Promotional Strategies, Anca C. Micu
Telling The Brand Story: Including News Articles In Online Promotional Strategies, Anca C. Micu
WCBT Faculty Publications
Given the growing popularity of the Internet as a promotional medium, it is crucial for brand managers to examine the effects of combining the different brand communication sources online. According to social comprehension theory and knowledge from neuroscience, people exposed to a message spontaneously construct a mental simulation. People who are exposed to images or visuals are unlikely to assign verbal labels to their observations, whereas people who read a story may spontaneously form mental pictures of the narrative content. Mental processing of stories requires more extensive elaboration than processing of visuals. In a first study, survey results indicate online …
Privacy Concern And Online Personalization: The Moderating Effects Of Information Control And Compensation, David G. Taylor, Donna F. Davis, Ravi Jillapalli
Privacy Concern And Online Personalization: The Moderating Effects Of Information Control And Compensation, David G. Taylor, Donna F. Davis, Ravi Jillapalli
WCBT Faculty Publications
Firms have at their disposal an increasing amount of personal information about consumers gathered through various means. Studies find that personalizing online interactions improves customer relationships and increases desirable behaviors, such as positive word-of-mouth and increased purchase intent. However, other research suggests that the use of personal information stimulates privacy concern, which has a negative effect on behavior. This study examines potential moderators of the negative effects of privacy concern on behavioral intentions in the context of personalized online interactions. Results show that increasing perceived information control reduces the negative effect of privacy concern on behavioral intentions. In contrast, the …
Critical Success Factors For E-Commerce In Thailand: Cultural And Infrastructural Influences, Kittipong Laosethakul, William Boulton
Critical Success Factors For E-Commerce In Thailand: Cultural And Infrastructural Influences, Kittipong Laosethakul, William Boulton
WCBT Faculty Publications
The main purposes of this paper are to identify critical success factors (CSFs) for electronic commerce (e-commerce) in Thailand and explain the major influences behind these factors. Detailed case studies of nine e-commerce companies from different industries in Thailand were conducted. Results showed that social behavior and national culture, more specifically issues pertaining to trust and shopping behavior, were the major influences for the success of e-commerce in Thailand. The phenomenon could be partly explained by Hofstede’s cultural dimensions. Thailand’s infrastructure also played an important role in the success of its e-commerce development. The findings provide a framework to guide …
Testing For A Synergistic Effect Between Online Publicity And Advertising In An Integrated Marketing Communications Context, Anca C. Micu
Testing For A Synergistic Effect Between Online Publicity And Advertising In An Integrated Marketing Communications Context, Anca C. Micu
WCBT Faculty Publications
This dissertation examined the relationship among four exposure conditions in marketing communications (pure advertising, advertising priming, publicity priming, and pure publicity) that include either advertising or publicity or both. Also, the indirect relationship between brand communication exposure condition and purchase intent was modeled via path analysis. 634 students participated in an online experiment. Repeated measures MANCOVA analysis results indicate that the two synergistic conditions, which included an ad-article or article-ad combination, were more effective in terms of brand communications impact than the pure advertising condition. The pure publicity condition was found to be more effective than any of the other …
You've Got News: A Permission-Marketing Model Using Sponsored Electronic Newsletters, Anca C. Micu, Clyde H. Bentley
You've Got News: A Permission-Marketing Model Using Sponsored Electronic Newsletters, Anca C. Micu, Clyde H. Bentley
WCBT Faculty Publications
A model is proposed for ISP customers to receive sponsored electronic newsletters in exchange for a discount on the Internet fee. In the model, both online newspapers and ISPs receive fees from the advertisers while the end consumer pays less for the Internet connection. Advertisers gain by sending better-targeted messages through an accepted medium. In addition to collecting part of the advertising fees, the ISPs increase their customer base by offering an incentive as well as value-added services. Adherence to the model appeared to vary with gender, age, and attitude toward e-mail marketing.
Propensity To Trust, Purchase Experience, And Trusting Beliefs Of Unfamiliar E-Commerce Ventures, Gregory B. Murphy
Propensity To Trust, Purchase Experience, And Trusting Beliefs Of Unfamiliar E-Commerce Ventures, Gregory B. Murphy
New England Journal of Entrepreneurship
Trust has become a major issue among online shoppers. This underresearched subject will predictably determine the success or failure of e-commerce vendors. The lack of face-to-face interaction, the inability to inspect goods and services prior to purchase, and the asynchronous exchange of goods and money all contribute to the perceived risk of purchasing online and the resulting need for trust. Trust is particularly critical for small and new Internet ventures confronted by the liability of newness (Stinchcombe 1965). Lacking, among other things, a name that is readily recognized in the marketplace, entrepreneurial Internet ventures require trust if they are to …