Marketing Commons^™

The Introduction Of Virtual Reality To Education: Should The Marketing Discipline Engage?, Enda Mcgovern

WCBT Faculty Publications

This position paper explores whether faculty should embrace the use of virtual reality as a medium of academic engagement with the future intake of digital native students. In recent years there has been a tremendous surge in the use of digital device platforms to extend the reach of education to the wider student populations. As a result, the positive engagement by students of multimedia objects, including video, sound clips and data in a more integrated, multi-sensory digital medium has gained significant traction in the learning environment. Students are moving faster into this digital space and it is not long before …

Our Celebrities Our Selves: Reconstructing Ourselves As Online Personalities, Arne Baruca

WCBT Faculty Publications

Celebrity influence on consumer behavior at the online macro level is the motivation for this study that addresses the nature of celebrity consumption and how consumers apply that consumption to develop their online self-presentation.

The sample for this study is limited to consumers with active accounts at online social networks such as Facebook or Twitter. Methodology is a three-part design. A multi-factor qualitative exploratory study (n=73) reveals four celebrity-consumer relationships whose proposed measurement scales are tested in a quantitative pilot study (n=85). Finally, a large sample study (n=593) is used to test the measurement model and to test the proposed …

Mobile Application Adoption By Young Adults: A Social Network Perspective, David G. Taylor, Troy A. Voelker, Iryna Pentina

WCBT Faculty Publications

The use of mobile applications, defined as small programs that run on a mobile device and perform tasks ranging from banking to gaming and web browsing, is exploding. Within the past two years, the industry has grown from essentially nothing to a $2 billion marketplace, but adoption rates are still on the rise. Using network theory, this study examines how the adoption of mobile apps among young consumers is influenced by others in their social network. The results suggest that the likelihood of adoption and usage of mobile apps increases with their use by the consumer's strongest relationship partner. In …