Open Access. Powered by Scholars. Published by Universities.®
- Institution
-
- Kennesaw State University (33)
- Singapore Management University (5)
- Munster Technological University (4)
- Sotheby's Institute of Art (4)
- East Tennessee State University (2)
-
- Liberty University (2)
- Selected Works (2)
- University of Rhode Island (2)
- Bellarmine University (1)
- Boise State University (1)
- California Polytechnic State University, San Luis Obispo (1)
- Chapman University (1)
- City University of New York (CUNY) (1)
- Fordham University (1)
- James Madison University (1)
- Kutztown University (1)
- Loyola Marymount University and Loyola Law School (1)
- Old Dominion University (1)
- Salve Regina University (1)
- SelectedWorks (1)
- Seton Hall University (1)
- Southeastern University (1)
- Syracuse University (1)
- University at Albany, State University of New York (1)
- University of Connecticut (1)
- University of Nebraska - Lincoln (1)
- University of Nebraska at Omaha (1)
- University of the Pacific (1)
- West Virginia University (1)
- Western University (1)
- Keyword
-
- Marketing (14)
- Music (5)
- Fine arts marketing (4)
- Social media (4)
- Advertising (3)
-
- Art marketing (3)
- Artists (3)
- Arts (3)
- Consumer behavior (3)
- Culture (3)
- Art (2)
- Art business (2)
- Branding (2)
- Business Administration, General (2)
- Business Administration, Marketing (2)
- Collaboration (2)
- Controlling events (2)
- Crowdfunding (2)
- Digital marketing (2)
- EWOM (2)
- Informational events (2)
- Leadership (2)
- Management (2)
- Market (2)
- Marketing strategy (2)
- Mass Communications (2)
- Media (2)
- Museums (2)
- Public Relations (2)
- Self-determination theory (2)
- Publication Year
- Publication
-
- Atlantic Marketing Journal (22)
- Atlantic Marketing Association Proceedings (11)
- Research Collection Lee Kong Chian School Of Business (4)
- MA Projects (3)
- Irish Business Journal (2)
-
- Masters Theses (2)
- Arts Administration Masters Theses (1)
- Backstage Pass (1)
- College of Journalism and Mass Communications: Theses (1)
- Electronic Theses and Dissertations (1)
- Faculty Books and Monographs (1)
- Fordham Business Student Research Journal (1)
- Graduate Theses, Dissertations, and Problem Reports (1)
- Honors Capstone Projects - All (1)
- Honors Scholar Theses (1)
- Honors Thesis (1)
- IPS/BAS 495 Undergraduate Capstone Projects (1)
- Jody Evans (1)
- Journalism (1)
- Luna Maya (1)
- MA Theses (1)
- Markets, Globalization & Development Review (1)
- Masters (1)
- Pell Scholars and Senior Theses (1)
- Philadelphia University, Jordan (1)
- Research Collection School of Social Sciences (1)
- SASAH 4th Year Capstone and Other Projects: Publications (1)
- Selected Honors Theses (1)
- Senior Honors Projects (1)
- Senior Honors Projects, 2010-2019 (1)
Articles 1 - 30 of 76
Full-Text Articles in Arts Management
Chatgpt Unveiled: Unleashing Ai Magic In Online Shopping And Digital Marketing, Jianping Huang, Mark J. Sciuchetti Dr.
Chatgpt Unveiled: Unleashing Ai Magic In Online Shopping And Digital Marketing, Jianping Huang, Mark J. Sciuchetti Dr.
Atlantic Marketing Journal
This research paper explores the use of AI, specifically ChatGPT, in interactive activities within
online shopping and digital marketing. The paper examines the potential of AI-powered chatbots
to enhance customer engagement, personalization, and marketing effectiveness. Through a
literature review, case studies, and user feedback analysis, the research highlights the benefits of
AI chatbots in providing real-time assistance, personalized recommendations, and improved
customer experiences. The paper also addresses ethical and privacy concerns associated with AI
implementation and discusses future research directions. The findings are expected to suggest
that AI-powered chatbots have the potential to revolutionize online shopping and digital
marketing by …
Artist Branding Toolkit: Exploring The Creation Of Eras In Artist Marketing, Annabella Bird Cooley, Anastasia Petukhova
Artist Branding Toolkit: Exploring The Creation Of Eras In Artist Marketing, Annabella Bird Cooley, Anastasia Petukhova
Honors Thesis
The purpose of this thesis is to act as a toolkit for artists early in their careers to reference when building their brand in the early stages. This toolkit is to be used by labels, artist management teams, and independent artists. In order to achieve this, I will go into an overview of personal branding. I will demonstrate how to apply these branding techniques to artists. I will then deepen my inquiry into an exploration of “eras,” showing how they are created and why they are important through a deep dive into three artists that have successfully created eras in …
Understanding The Persuasive Attributes Of Twitch Advertisements: A Study On The Effects Of Current Advertisements And Sponsorships, Colleen Sharkey
Understanding The Persuasive Attributes Of Twitch Advertisements: A Study On The Effects Of Current Advertisements And Sponsorships, Colleen Sharkey
Electronic Theses and Dissertations
The research in this study aims to investigate the effectiveness of Twitch’s current advertising option, which includes mid-roll, pre-roll, and sponsored streams. It will focus on usefulness of content, brand credibility, purchase intent, and streamer credibility. Twitch has seen a surge in growth and attention in recent years, with an average of 31 million daily visitors and 1.3 trillion minutes watched globally in 2021 alone (Twitch Sales, 2022). However, despite Twitch’s growing popularity as an entertainment and entrepreneurship platform, little research has been conducted on the impact of its advertising options on brand perception. This study seeks to address this …
Happy Campers Or Unhappy Prisoners: How Materialism Punishes Us In Lockdown Times, Banwari Mittal
Happy Campers Or Unhappy Prisoners: How Materialism Punishes Us In Lockdown Times, Banwari Mittal
Atlantic Marketing Journal
COVID-19 and the resulting lockdowns created an unprecedented upheaval in consumers’ daily lives and lifestyles. The purpose of this research was to understand the psychological experience of life under lockdowns and the role of individual difference variables in that experience. Using survey data from U.S. consumers, the research identified two opposite feelings, coexisting: happy camper feeling or unhappy prisoner feeling. Younger, lower income, and less educated consumers felt more like prisoners than campers. Ability to maintain life as usual, and positive pre-pandemic life conditions (health, social network, and job satisfaction) led to happy camper feelings. In contrast, pre-pandemic materialism led …
Don’T Look Up: Hyperobjects And Bland Branding, Chloe Preece
Don’T Look Up: Hyperobjects And Bland Branding, Chloe Preece
Markets, Globalization & Development Review
Popular reviews of Don’t Look Up have been polarised, ranged from admiring to dismissive. This Netflix comedy satirises the difficulty of compelling the uninterested to care and the failure of government to tackle our imminent extinction. As such, we are left with the question as to whether it is still possible, in 2022, to find humour in a film about the end of the world? Ultimately, the film is the product of the discourse it satirises; the star-studded cast and their activist message is lost in a failure to hold to account those most responsible for global warming by focusing …
Manufacturing “Hits”: A Data-Driven Ai Approach To Releasing A Pop Song In 2022, Jessica Birk, Madhavi Chakrabarty
Manufacturing “Hits”: A Data-Driven Ai Approach To Releasing A Pop Song In 2022, Jessica Birk, Madhavi Chakrabarty
Atlantic Marketing Journal
Technology is radically transforming the music industry through the use of big data, artificial intelligence and machine learning algorithms. This paper presents a pilot study that examines the impact of data-driven approaches in creating, predicting, and marketing music. A machine learning algorithm is used to determine the optimal characteristics of the most popular songs and is used as the basis for creating the next song. Next, an AI technique was used to generate the inspiration of the instrumentation and lyrics of the song. Finally, a listener survey is used to determine the trend which included the mood, preference and context …
Brides And Bridal Stores: Online Or Brick-And-Mortar, Libby C. Jones, Ismet Anitsal, Melek Meral Anitsal
Brides And Bridal Stores: Online Or Brick-And-Mortar, Libby C. Jones, Ismet Anitsal, Melek Meral Anitsal
Atlantic Marketing Journal
This paper explores the growing global bridal industry and the different trends, traditions, and aspects of specific countries' bridal industries. It outlines western and eastern traditions and how globalization contributes to their spread. A deeper focus is dedicated to the United States' bridal industry and the issues brick-and-mortar bridal boutiques face as more brides have started shopping at online bridal stores. The relationship between brick-and-mortar and online bridal stores is explored based on various propositions about the bridal industry's emerging challenges. These propositions include trust issues in the retail environment, convenience, selection of bridal gowns in different retail formats, incorporating …
Arts Marketing, David Ocon
Arts Marketing, David Ocon
Research Collection School of Social Sciences
Although there are hundreds of resources on traditional and commercial marketing, the materials available specifically for arts marketing are scarce, posing additional challenges for Gillian. Furthermore, while some focus on arts management, few of them address marketing from the perspective of a small-to-medium (often financially struggling) arts organization. An organization like Gillian’s often has limited resources, both financial and human, and can only approach marketing informally. However, it experiences the same pressures to perform well as larger arts institutions. Often, survival depends on how well it implements the marketing strategies that marketing staff create on their own. This chapter is …
The Significance Of Sonic Branding To Strategically Stimulate Consumer Behavior: Content Analysis Of Four Interviews From Jeanna Isham’S “Sound In Marketing” Podcast, Ina Beilina
Student Theses and Dissertations
Purpose:
Sonic branding is not just about composing jingles like McDonald’s “I’m Lovin’ It.” Sonic branding is an industry that strategically designs a cohesive auditory component of a brand’s corporate identity. This paper examines the psychological impact of music and sound on consumer behavior reviewing studies from the past 40 years and investigates the significance of stimulating auditory perception by infusing sound in consumer experience in the modern 2020s.
Design/methodology/approach:
Qualitative content analysis of audio media was used to test two hypotheses. Four archival oral interview recordings from Jeanna Isham’s podcast “Sound in Marketing” featuring the sonic branding experts …
Wavzine: Independent, Localized Cultural Journalism In The Digital Age, Jake Edward Davis
Wavzine: Independent, Localized Cultural Journalism In The Digital Age, Jake Edward Davis
Journalism
wavzine (also called .WAV or colloquially known as “The Zine”) is a music, arts, and culture multimedia website and print periodical founded by Cal Poly students in the summer of 2020. Two years on, it was comprised of roughly 45 regular staff members and even more occasional contributors, all of whom are volunteers. Along with independently publishing articles, videos, podcasts, and art online, wavzine also organizes and hosts concerts for local bands, collaborates with local cultural events such as Shabang Music Festival and the San Luis Obispo Film Festival, and sells its own branded merchandise. To its 2,700 Instagram followers, …
The Impact Of Verified (Unverified) Online Product Consumer Reviews On Consumer Product Attitudes, Kathryn Cort Dr., Roland Leak Dr.
The Impact Of Verified (Unverified) Online Product Consumer Reviews On Consumer Product Attitudes, Kathryn Cort Dr., Roland Leak Dr.
Atlantic Marketing Journal
Customer product reviews are an integral component for companies conducting e-commerce, enabling them to stay connected and engaged with their consumers. However, more important these reviews are being utilized and incorporated into the marketing plans of companies. Companies can use a mixture of verified and unverified purchase badges in their displayed product reviews. This study finds that as customers are provided with this additional information to help form impressions about the products they are reviewing, customers' need for cognition ultimately determines how they utilize the presence or absence of these badges.
What's In A Name? Public Perceptions Of Multi-Level Marketing, Robert A. Peterson, Jeffrey A. Peterson
What's In A Name? Public Perceptions Of Multi-Level Marketing, Robert A. Peterson, Jeffrey A. Peterson
Atlantic Marketing Journal
This paper presents the results of a nationwide survey of the American public’s general familiarity with, and perceptions of, multi-level marketing, direct selling, and social selling. Survey respondents were most familiar with direct selling; there was no substantive difference in familiarity with multi-level marketing and social selling. Respondents familiar with the three terms possessed perceptions of them that were significantly more positive than were the perceptions of respondents reporting not being familiar with the terms. Across all terms, male respondents reported being more familiar with, and more positively disposed toward, them than did female respondents. Respondents 55 years of age …
Digital Marketing For Dance: Strategies, Analysis, And Discussion, Cydney Covert
Digital Marketing For Dance: Strategies, Analysis, And Discussion, Cydney Covert
IPS/BAS 495 Undergraduate Capstone Projects
This paper explores the importance of multiple factors in the digital marketing of dance organizations. Idaho's only professional ballet company, Ballet Idaho, is used as a case study to determine which marketing strategies are the most beneficial. Cross-referencing tactics from other dance organizations, this research aims to determine how companies can market their more abstract performances, include dancer perspectives in their content, and take advantage of peripheral cities in order to increase their audience-base.
The Faculty Recruitment-Retention Connection: A Strategic Linkage Approach, Mary Mobley, Richard Easley
The Faculty Recruitment-Retention Connection: A Strategic Linkage Approach, Mary Mobley, Richard Easley
Atlantic Marketing Journal
The Association to Advance Collegiate Schools of Business (AACSB) is clear about the worsening shortage of doctoral qualified faculty. It is the proposition of this paper that business schools should consider evaluating and perhaps reinvigorating recruitment strategies in both the short- and intermediate-term, as well as developing marketing management strategies that will help alleviate business faculty shortages in the long-term. Strategic marketing guidance is set forth in this paper with a focus on the development and institutionalization of managerial linkages between recruitment-retention connections. Our major premise is that leadership robustness is needed relative to the construction and implementation of strategic …
A Guide To Digital Marketing For New Creators, Lexi Gerbino
A Guide To Digital Marketing For New Creators, Lexi Gerbino
Backstage Pass
This is a guidebook and primer in the use of social media for marketing music, arts or any product or service using freely available online resources. The author explains the basic approaches to building up an online audience and following, emphasizing do-it-yourself (DIY) organic, cost-effective outreach tactics. Paid strategies are also discussed. The author has been involved in various grass roots social media marketing campaigns and draws on their own experience, as well as that of other marketing practitioners who were interviewed as part of the project to inform the recommendations found in this guidebook.
Sasah Experiential Learning Opportunities: Western Heads East And The Iconoclast Collective, Jade Rozal
Sasah Experiential Learning Opportunities: Western Heads East And The Iconoclast Collective, Jade Rozal
SASAH 4th Year Capstone and Other Projects: Publications
The first part of this report discusses my time as a remote intern during Summer 2020 for the Tanzanian organization, MikonoYetu. MikonoYetu is an NGO that seeks to promote the empowerment and economic independence of young girls, and my team and I were tasked were creating and designing their live website. This internship was supervised by Western Heads East, who also tasked my team with reviewing and suggesting changes for their current website. While completing this remote internship during the beginning of the COVID-19 pandemic brought many challenges, my team and I were able to fulfill our deliverables and learn …
Fostering Music Performers In The 21st Century: A Contemporary Professional Perspective Toward A New Curricular Agenda For Graduate Study In Music, Andre Januario
Graduate Theses, Dissertations, and Problem Reports
What if the core curriculum for graduate students in music performance were designed to prepare students to succeed in the world of the Fourth Industrial Revolution?
This dissertation offers a hypothetical answer: a structured and systematic academic curricular framework for music graduate students of performance of concert music (especially those in terminal degrees, such as doctoral students), along with music instructors, professional music performers, school administrators, and college professors, seeking to prepare such students for achieving and maintaining a music career more in keeping with the current work environment, especially those skills demanded by the Fourth Industrial Revolution and the …
Exploring A Qualitative Approach To Arts Advocacy And Evaluation, Lycette C. Belisle
Exploring A Qualitative Approach To Arts Advocacy And Evaluation, Lycette C. Belisle
Undergraduate Theses
The quantitative impact of the arts has become an increasingly important factor in determining the overall value of a project, and is often used to determine acceptance of submissions, public recognition and funding disbursement. This project evaluates current understandings of how the arts function within society, popular methods for determining the value of the arts and explores how qualitative reasoning can be utilized to communicate the value of supporting artistic endeavors. While placing a numerical value on the arts based on data collection can be important, this project will aim to evaluate the implications of relying so heavily on facts …
Motivational Antecedents To Fandom And The Resultant Effects In The Foreign Contemporary Music Market, Hyun Sang An, Wooyang Kim, C. Anthony Di Benedetto
Motivational Antecedents To Fandom And The Resultant Effects In The Foreign Contemporary Music Market, Hyun Sang An, Wooyang Kim, C. Anthony Di Benedetto
Atlantic Marketing Association Proceedings
No abstract provided.
How Impressionism Was Rescued: A Marketing And Cultural Perspective, Kimball P. Marshall, Rene Desborde, Pj Forrest
How Impressionism Was Rescued: A Marketing And Cultural Perspective, Kimball P. Marshall, Rene Desborde, Pj Forrest
Atlantic Marketing Association Proceedings
No abstract provided.
Connecting Art And The Public Through Digital Marketing And Brand Collaboration – Co-Art, A New Art Marketing Agency, Qing Su
MA Projects
Traditional art marketing often focuses on physical exhibitions, in-person networking, and the endorsement of the art world “gatekeepers.” The making of a “star” artist relies not only on the quality of the art itself, but also on how galleries (the art marketers) orchestrate the complex power dynamics in the art industry – critics, curators, institutions, and collectors. This long-lasting mechanism leads to the elitization of the art world and disconnection with the mass public as it targets only a niche number of audiences that might make an influence on an artist’s career, price, and portfolio. COART is an agency that …
Online Advertising And Consumer Behavior In Tunisia, Rabeb Hamdi, Romdhane Khemakhem
Online Advertising And Consumer Behavior In Tunisia, Rabeb Hamdi, Romdhane Khemakhem
Atlantic Marketing Journal
The aim of this study was to present new mediating and moderating variables in the relationship between online advertising and purchase intention as well as visiting the store. Therefore, a qualitative study of 17 Tunisian Internet users was conducted (semi-structured interview). Results showed that the lifestyle change and the disposition to visit the store are the mediating variables between these consequences and electronic advertising (purchase intention and visiting the store). Furthermore, the involvement with the product is the moderating variable between e-advertising and lifestyle change, including disposition to visit the store.
Group Brands As An Innovative Pedagogical Tool: Using Marketing Theory In Real-World Collaborative Teaching, Cheryl A. Tokke
Group Brands As An Innovative Pedagogical Tool: Using Marketing Theory In Real-World Collaborative Teaching, Cheryl A. Tokke
Atlantic Marketing Journal
This teaching and learning pedagogy paper demonstrates how group brands were used as interdisciplinary teaching tools in marketing, business, research, and social science classes by applying theories of branding, collaborative learning, affinity, and social identity in experiential learning. There were two primary reasons why this project was done. First, implementing a pedagogical tool would bring students together in a collaborative team over the period of a semester gaining a critically important business tool; the requirement of working in teams and networked relationships. Second, by enriching the curriculum of business marketing and social science courses through incorporating a semester long term-based …
The Role Of Social Media And Social Networking As Marketing Delivery Systems For Preventive Health Care Information, Joe Cangelosi, David Kim, Ken Griffin, Ed Ranelli
The Role Of Social Media And Social Networking As Marketing Delivery Systems For Preventive Health Care Information, Joe Cangelosi, David Kim, Ken Griffin, Ed Ranelli
Atlantic Marketing Journal
The use of social media and social networking (SM&N) is prevalent in health care. Through social media, individuals can access information to enhance their overall health and well-being. Given that prevention is crucial to a long healthy life, as well as restraining escalating health care costs, this study offers insights into the types of social media and networking platforms that health care consumers consider most important, especially with regard to obtaining Preventive Health Care Information (PHCI). Further, it goes on to identify the demographics of persons who consider social media and social networking platforms as most important. This research used …
The History And Evolution Of The Market For ‘Delebs’ (Dead Celebrities), Denver D'Rozario, Guang Yang
The History And Evolution Of The Market For ‘Delebs’ (Dead Celebrities), Denver D'Rozario, Guang Yang
Atlantic Marketing Journal
In this paper, we survey the history behind the growing market for dead celebrities (‘Delebs’) in their role of creating secondary brand associations. According to some estimates, this market is now worth $2.25 billion in annual licensing and royalty revenues (CBC 2013). We begin, by defining key terms that are used in this market. Next, we do a survey and analysis of the major events that have given rise (intentionally or unintentionally) to this market. For ease of discussion, we discuss these historical events grouped by era. We follow this with a summary of the major events and trends that …
Crowdfunding In The Music Industry And Its Impact On The Business Models Of Industry Stakeholders, Ryan M. Carter
Crowdfunding In The Music Industry And Its Impact On The Business Models Of Industry Stakeholders, Ryan M. Carter
Selected Honors Theses
Challenges currently facing the music industry have led many key players to reevaluate their business models in order to survive the changing environment. Crowdfunding has become a popular way among musicians and artists to finance creative projects and/or careers. Crowdfunding works by collecting investments from a pool of people in order to raise funds for a venture, idea, or project. In recent years, crowdfunding has gained significant traction in the music industry, especially among independent artists. The introduction of crowdfunding into the mix of business models has not only impacted artists but record labels and live sector companies as well. …
Leadership And Community In The Arts: A Case Study Of Legend And Culture In Chiusdino, Italy, Amanda Svetlak
Leadership And Community In The Arts: A Case Study Of Legend And Culture In Chiusdino, Italy, Amanda Svetlak
Arts Administration Masters Theses
The complexity of culture goes beyond artistic expression, nationality, race, and religion. Culture shapes our communications, interactions, and our perceptions of the world around us (Hall, 1989). Studies show that self-awareness of our own culture through exposure to the unfamiliar leads to intercultural competences (Herlo, 2015; Crossman, 2011; Hermond 2018; Hall 1989). As technology, travel, and community diversity continues to shrink our world and diversify our workplaces, these intercultural competences support modern processes of marketing, community engagement, and organizational leadership. This thesis is a case study of the community culture, organizational culture, and structure of arts institutions in Chiusdino, Italy. …
Millennial Consumer Behavior And Classical Concert Design, Terry Damron
Millennial Consumer Behavior And Classical Concert Design, Terry Damron
Atlantic Marketing Association Proceedings
No abstract provided.
Yeats’S Legacy And Literary Tourism: A Study Of The Yeats Winter School In Sligo, Mary Mcguckin
Yeats’S Legacy And Literary Tourism: A Study Of The Yeats Winter School In Sligo, Mary Mcguckin
Irish Business Journal
Literary tourism is of increasing importance within the field of cultural and heritage tourism yet remains under-represented in academic literature. Smith, et al. (2010, p. 108) define it as a “tourism activity motivated by interest in an author, a literary creation or setting, or the literary heritage of a destination”. The typical profile of a literary tourist is that of a well- educated holidaymaker who is seeking an authentic experience, may have heard about the place’s linkage with a writer but may not have high levels of knowledge about the actual work of the writer. The socio-economic characteristics of literary …
A Study On The Commercial Promotion Mode Of Contemporary Young Artists In China Taking Art Nova 100 As An Example, Han Le
MA Theses
Nowadays, young artists have increasingly become a significant part of the art market in China since there has been a recent emergence of China's art market. Therefore, their personal growth and development would greatly impact the future of art market. With the support of relevant economic and political policies from the government, China has initiated many innovative characterized business modes of cultivating young artists. By looking at Art Nova 100, a quite typical art project of recent years in China, this paper firstly deals with the actual living situation of contemporary young Chinese artist together with considerations for specific historical …