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Full-Text Articles in Advertising and Promotion Management
Rising From The Ashes: An Analysis Of How One Infamous Promotional Event Caused A Company's Ruin And A Concept On The Future Of Influencer Experiences, Janis B. Kruger
Rising From The Ashes: An Analysis Of How One Infamous Promotional Event Caused A Company's Ruin And A Concept On The Future Of Influencer Experiences, Janis B. Kruger
Honors Theses
This thesis and its research focuses on the topic of modern influencer marketing through digital media. Throughout the thesis, traditional marketing tactics and the power of influence is discussed, and then it moves into the topic of modern advertising and the role that modern social media influencers play in reaching the consumer. The methodology behind influencer marketing is explained and consumer behavior is analyzed. The 2017 Fyre Festival promotional event is then used as an example to dissect this marketing tactic and how the event impacted the future of influencer marketing. Finally, a modern-day, hypothetical campaign based on the concept …
Parallel Session: The Mediating Role Of Brand Image Of Health Product Brands On Consumer-Brand Relationships In Social Media, Dilip Mutum, Jing Ning, Ezlika Ghazali
Parallel Session: The Mediating Role Of Brand Image Of Health Product Brands On Consumer-Brand Relationships In Social Media, Dilip Mutum, Jing Ning, Ezlika Ghazali
International Conference on Marketing
This paper presents the finding of a study which examines the mediating role of brand image towards the effects of various brand factors influencing consumer-brand relationship, viz., brand experience, brand attribute, endorser effect, brand familiarity, online advertisement and social media engagement. This paper was extracted from a much larger study which examined the relationships in the context of health product brands in Malaysia. The results of this study hold important implications for both practitioners and academics. Marketers need to make efforts to further improve their brand image and communicate it clearly to the consumers. This will lead to better consumer …
Perceived Importance And Future Use Of Online Channels Of Distribution By Small Businesses In The United States And Australia: An Exploratory Study, Irene Dickey, William Lewis, John Vanbeveren
Perceived Importance And Future Use Of Online Channels Of Distribution By Small Businesses In The United States And Australia: An Exploratory Study, Irene Dickey, William Lewis, John Vanbeveren
Irene J. Dickey
Online marketing is important to small-business owners and operators because they are typically faced with limited budgets to design and implement traditional marketing programs. This paper compares the perceived importance of specific online marketing tactics and their anticipated future use of online marketing tactics by small businesses in the United States and Australia. Results of the study reveal that both in the United States and in Australia, there is a growing use of online marketing tactics to accomplish marketing objectives. While most online marketing tactics were effective in both the United States and Australia, there were some statistically significant differences.
The Evolution (Revolution) Of Social Media And Social Networking As A Necessary Topic In The Marketing Curriculum: A Case For Integrating Social Media Into Marketing Classes, Irene J. Dickey, William F. Lewis
The Evolution (Revolution) Of Social Media And Social Networking As A Necessary Topic In The Marketing Curriculum: A Case For Integrating Social Media Into Marketing Classes, Irene J. Dickey, William F. Lewis
Irene J. Dickey
This research first examines social media and social networks as a social phenomenon and its influence on marketing practice. Survey data and an extensive literature review reveal that not only have social networks evolved rapidly during the last few years, but so have social media, consumer behaviors, and subsequently, social media marketing tactics, which are increasingly being integrated into marketing programs. The authors explore the question of whether more time should be devoted to these topics and whether they should be incorporated into the marketing curriculum. This research provides important information, insights and recommendations for incorporating the topic of social …
Social Media Perceptions And Usage By Generation Y And Relevant Marketing Implications, Irene J. Dickey, William F. Lewis
Social Media Perceptions And Usage By Generation Y And Relevant Marketing Implications, Irene J. Dickey, William F. Lewis
Irene J. Dickey
One of the most common ways in which Internet users connect and network with each other is through "social media." Social media is the content that is provided and maintained by the user on a website. It is clear that social media such as Facebook and LinkedIn are becoming increasingly pervasive in the lives of students, professionals and consumers. A literature review, as well as the results from our survey, reveals that not only have social networks evolved rapidly during the last few years, but so too have consumers’ behaviors. Subsequently, marketing strategies and tactics, and the potential for practitioners …
Consumer Generated Media: Evolving Marketing Opportunity For Consumer Engagement, Irene Dickey, William Lewis
Consumer Generated Media: Evolving Marketing Opportunity For Consumer Engagement, Irene Dickey, William Lewis
Irene J. Dickey
This paper examines consumer-generated media (CGM), also called user-generated Web sites or social media, and the evolving and broad consumer behaviors associated with it. CGM websites have evolved rapidly during the last few years, but so have consumer behaviors and subsequently marketing tactics and future potential opportunities. Marketers should be aware of the characteristics of this type of website and understand how they are being used by consumers and other practitioners. CGM sites are primarily used by consumers to connect with others for many reasons. This connectivity, also called engagement, appears to be an opportunity for marketers to connect with …
Consumer-Generated Media (Cgm): An Exploratory Study Of Various Forms, Value To Consumers, And Marketing Practitioners, And Global Implications, Irene J. Dickey, William F. Lewis
Consumer-Generated Media (Cgm): An Exploratory Study Of Various Forms, Value To Consumers, And Marketing Practitioners, And Global Implications, Irene J. Dickey, William F. Lewis
Irene J. Dickey
This paper examines consumer-generated media (CGM), also called user-generated Web sites or social media. The Internet is clearly dynamic in nature, and CGM will be of interest to marketers as e-commerce races ahead. The basis for the growth and the importance of such sites will be explored to improve our understanding of their development and use by marketers. Our research will consider the domestic and global behaviors, and findings will be useful for both researchers and marketing practitioners who seek to understand issues relevant to CGM and associated marketing tactics and their ability to accomplish marketing objectives, particularly related to …
The Evolution (Revolution) Of Social Media And Social Networking As A Necessary Topic In The Marketing Curriculum: A Case For Integrating Social Media Into Marketing Classes, Irene J. Dickey, William F. Lewis
The Evolution (Revolution) Of Social Media And Social Networking As A Necessary Topic In The Marketing Curriculum: A Case For Integrating Social Media Into Marketing Classes, Irene J. Dickey, William F. Lewis
Management and Marketing Faculty Publications
This research first examines social media and social networks as a social phenomenon and its influence on marketing practice. Survey data and an extensive literature review reveal that not only have social networks evolved rapidly during the last few years, but so have social media, consumer behaviors, and subsequently, social media marketing tactics, which are increasingly being integrated into marketing programs. The authors explore the question of whether more time should be devoted to these topics and whether they should be incorporated into the marketing curriculum. This research provides important information, insights and recommendations for incorporating the topic of social …
Social Media Perceptions And Usage By Generation Y And Relevant Marketing Implications, Irene J. Dickey, William F. Lewis
Social Media Perceptions And Usage By Generation Y And Relevant Marketing Implications, Irene J. Dickey, William F. Lewis
Management and Marketing Faculty Publications
One of the most common ways in which Internet users connect and network with each other is through "social media." Social media is the content that is provided and maintained by the user on a website. It is clear that social media such as Facebook and LinkedIn are becoming increasingly pervasive in the lives of students, professionals and consumers. A literature review, as well as the results from our survey, reveals that not only have social networks evolved rapidly during the last few years, but so too have consumers’ behaviors. Subsequently, marketing strategies and tactics, and the potential for practitioners …
Consumer Generated Media: Evolving Marketing Opportunity For Consumer Engagement, Irene J. Dickey, William F. Lewis
Consumer Generated Media: Evolving Marketing Opportunity For Consumer Engagement, Irene J. Dickey, William F. Lewis
Management and Marketing Faculty Publications
This paper examines consumer-generated media (CGM), also called user-generated Web sites or social media, and the evolving and broad consumer behaviors associated with it. CGM websites have evolved rapidly during the last few years, but so have consumer behaviors and subsequently marketing tactics and future potential opportunities. Marketers should be aware of the characteristics of this type of website and understand how they are being used by consumers and other practitioners. CGM sites are primarily used by consumers to connect with others for many reasons. This connectivity, also called engagement, appears to be an opportunity for marketers to connect with …
Consumer-Generated Media (Cgm): An Exploratory Study Of Various Forms, Value To Consumers, And Marketing Practitioners, And Global Implications, Irene J. Dickey, William F. Lewis
Consumer-Generated Media (Cgm): An Exploratory Study Of Various Forms, Value To Consumers, And Marketing Practitioners, And Global Implications, Irene J. Dickey, William F. Lewis
Management and Marketing Faculty Publications
This paper examines consumer-generated media (CGM), also called user-generated Web sites or social media. The Internet is clearly dynamic in nature, and CGM will be of interest to marketers as e-commerce races ahead. The basis for the growth and the importance of such sites will be explored to improve our understanding of their development and use by marketers. Our research will consider the domestic and global behaviors, and findings will be useful for both researchers and marketing practitioners who seek to understand issues relevant to CGM and associated marketing tactics and their ability to accomplish marketing objectives, particularly related to …
Perceived Importance And Future Use Of Online Channels Of Distribution By Small Businesses In The United States And Australia: An Exploratory Study, Irene J. Dickey, William F. Lewis, John Vanbeveren
Perceived Importance And Future Use Of Online Channels Of Distribution By Small Businesses In The United States And Australia: An Exploratory Study, Irene J. Dickey, William F. Lewis, John Vanbeveren
Management and Marketing Faculty Publications
Online marketing is important to small-business owners and operators because they are typically faced with limited budgets to design and implement traditional marketing programs. This paper compares the perceived importance of specific online marketing tactics and their anticipated future use of online marketing tactics by small businesses in the United States and Australia. Results of the study reveal that both in the United States and in Australia, there is a growing use of online marketing tactics to accomplish marketing objectives. While most online marketing tactics were effective in both the United States and Australia, there were some statistically significant differences.