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Full-Text Articles in Business and Corporate Communications
A Study Of Factors Influencing The Online Purchasing Intention Toward Online Shopping In Thailand, Howard W. Combs
A Study Of Factors Influencing The Online Purchasing Intention Toward Online Shopping In Thailand, Howard W. Combs
Atlantic Marketing Association Proceedings
No abstract provided.
"You Can Count On It!" Using County Auditors' Data For Marketing Research Group Projects, Julie M. Szendrey
"You Can Count On It!" Using County Auditors' Data For Marketing Research Group Projects, Julie M. Szendrey
Atlantic Marketing Association Proceedings
Marketing educators who teach research-based courses face several challenges in the designing and teaching of analytical-based group projects. The “ideal” research project contains all the elements of the research process as shown in Figure 1 (Neuman 2009, Zeis, Shah, Regassa, & Ahmadian 2001). Fewer pedagogical limitations would exist, such as a limited 16-week semester and time constraints relating to selecting a topic, survey development and distribution, institutional review board approvals, and of course data collection to name a few.
Exploring Motivations And Usage Patterns Of Social Media Users, Anita Whiting
Exploring Motivations And Usage Patterns Of Social Media Users, Anita Whiting
Atlantic Marketing Association Proceedings
Social media is an important aspect of marketing today. According to Hanna et al (2011), social media is not an optional part of marketing strategy but a mandatory component for most companies today. Social media usage is rapidly growing. Facebook, the largest global social network, has over 1.19 billion users with an annual growth rate of eighteen percent (Aichner & Jacob 2015).
Using Focus Groups And Correspondence Analysis To Explore The Relationship Between Millennials' Online Behavior And Their Opinions Of Online Reviews, James E. Stoddard, Michael J. Dotson, Neel Das
Using Focus Groups And Correspondence Analysis To Explore The Relationship Between Millennials' Online Behavior And Their Opinions Of Online Reviews, James E. Stoddard, Michael J. Dotson, Neel Das
Atlantic Marketing Association Proceedings
Consumer decision-making regarding a purchase is usually influenced by feedback received from other people in addition to prior experiences/beliefs/attitudes and marketer dominated information. Such diverse sources of influence are collectively referred to as the influence mix (Simonson and Rosen 2014). Of the different sources in the influence mix, word-of-mouth (i.e., feedback received from other people) is one of the most impactful sources of information (Duan, Gu, and Whinston 2008). With the advent of e-tailers on the Internet, the influence of word-of-mouth communication has grown significantly in the form of online consumer reviews (Schindler ad Bickart 2012). Research has shown that …