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Articles 1 - 5 of 5
Full-Text Articles in Advertising and Promotion Management
Market To Me: A Case Study On The Marketing Efforts Of Salesforce Software Company, Marissa Adrianna Spiess Espinola
Market To Me: A Case Study On The Marketing Efforts Of Salesforce Software Company, Marissa Adrianna Spiess Espinola
Experience Industry Management
Social media platforms constitute outstanding channels for fostering relationships with consumers. Recently, there has been a drastic shift towards social media marketing and away from traditional marketing. Marketers are beginning to understand the importance of social media opportunity and are implementing social media marketing strategies and initiatives into companywide marketing practices. Companies cannot afford to lack presence on social media, as competitors could outpace them with marketing efforts of products and services to the public. Social media has become a necessary tool when marketing and advertising. The purpose of this study was to examine social media marketing practices of Salesforce …
Trends In Advertising: How The Rise In Artificial Intelligence May Influence The Field Of Content Strategy, Joel Eaton
Trends In Advertising: How The Rise In Artificial Intelligence May Influence The Field Of Content Strategy, Joel Eaton
Electronic Theses and Dissertations
Whereas prior research on artificial intelligence has dealt with automation in fields like medicine, engineering, and computer science, this research study seeks to answer the question, “To what extent can AI be creative in the context of content strategy?” To answer this, this study employs content analysis using 16 online news and blog articles from primarily marketing organizations to identify and explain key variables surrounding the relationship between the computer and the creative professional. This study has found that the core belief that AI will play the future role of creative assistant in the context of content strategy is shared …
Consumer Response To Green Brands Vs. Traditional Brands On Digital Platforms: An Analysis Through A Series Of Case Studies, Madison Busick
Consumer Response To Green Brands Vs. Traditional Brands On Digital Platforms: An Analysis Through A Series Of Case Studies, Madison Busick
Honors Scholar Theses
In the age of environmental crisis, consumers are increasingly aware of the environmental impact of their decisions. Accordingly, many companies seek to provide more eco-friendly and sustainable products while building their brand around these values. Consumers also are increasingly using and engaging on social media and other digital platforms. But just how well do these "green" brands do in the digital space? This study aims to compare differences between brands that embody environmentalist values and traditional brands with a variety of case studies across several consumer goods segments including clothing, cosmetics, and technology. The data is collected from a variety …
Emotional Engagement Of Consumers: A Case Study Between Peloton And Classpass And Their Differences In Branding Initiatives On The Facebook Platform, Meredith Stephens
Emotional Engagement Of Consumers: A Case Study Between Peloton And Classpass And Their Differences In Branding Initiatives On The Facebook Platform, Meredith Stephens
Honors College
This thesis investigates two companies whose products offerings are alike, yet their branding via the Facebook platform is different. Throughout this thesis, there will be research gathered from organic Facebook posts between the two companies’ brand pages on the Facebook Platform. The research consists of total reactions as well as comments on a per post basis for various posts throughout September of 2018 and 2019. The raw data that this thesis will be using will be positive emotionality scores from LIWC1 (after comments are entered and run through the software) as well as the total number of reactions (likes, loves, …
Do Families That Tailgate Together Stay Together?, Meredith David, Luke C. Lorick
Do Families That Tailgate Together Stay Together?, Meredith David, Luke C. Lorick
Atlantic Marketing Association Proceedings
No abstract provided.