Open Access. Powered by Scholars. Published by Universities.®
- Keyword
- Publication Type
Articles 1 - 2 of 2
Full-Text Articles in Marketing
Determinants Of Organic Cotton Apparel Purchase: A Comparison Of Young Consumers In The Usa And South Korea, Tae-Im Han
Determinants Of Organic Cotton Apparel Purchase: A Comparison Of Young Consumers In The Usa And South Korea, Tae-Im Han
STEMPS Faculty Publications
The purpose of this research was to examine consumers from distinct cultural groups and identify similarities and differences in their green purchase behaviors. The sample consisted of consumers from the U.S.A. and South Korea and the theory of planned behavior was used as a theoretical framework to test the influence of diverse constructs on consumers' purchase intentions toward organic cotton apparel. For both countries, perceived behavioral control (PBC) and descriptive norms were strong predictors of purchase intentions and injunctive norms strongly influenced attitude formation. However, the study also found different results between the two groups. For example, while attitude was …
An Analysis Of The Impact Of Social Media Marketing On Individuals’ Attitudes And Perceptions At Nova Community College, Nya Gibson
OTS Master's Level Projects & Papers
Social media has become prominent in the 21st century. Companies are persistently looking for ways to utilize this new platform within their marketing strategies to increase business growth. Since social media is a networking and communication platform, it is important for companies to create a voice to humanize the business and maintain foot traffic. Although there are studies on how to use social media marketing within a business, there is minimal corroboration available of how social media marketing activities influence a consumer’s buying behavior. This study investigated the effects of social media on consumer attitudes of social media marketing and …