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Full-Text Articles in Marketing
If You Can't Take The Tweet: Understanding Corporate Social Responsibility Through The Lens Of Social Media Marketing, Julia Winterhalter
If You Can't Take The Tweet: Understanding Corporate Social Responsibility Through The Lens Of Social Media Marketing, Julia Winterhalter
Honors Projects in Communication
Companies are increasingly taking action on societal issues and are aware of the impact that their corporate voice has on impressionable publics. Existing research focuses greatly on corporate social responsibility and the moral standards that set up companies to market themselves authentically to the values they build themselves on. The current study explores how three companies utilize their platform to share their values in relation to ethical issues arising in the modern world. Through the Twitter accounts of Ben & Jerry's, Patagonia, and Starbucks, a content analysis was conducted on their use of language related to their ethical standpoints on …
The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala
The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala
College of Journalism and Mass Communications: Faculty Publications
We live in an empowered age with empowered consumers. Technology has become a slingshot enabling each of us consumers to defeat Goliath, the big companies and marketers. Consumers have god-like power, able to see, hear, discover, and uncover almost anything through all of the devices available today. Digitization, globalization and demographic shifts are requiring us to replace old models of thinking about communication and advertising. The chapter introduces new models of thinking about about the future of advertising, guided by a few fundamental principles: delivering utilities and services, as opposed to a message; reaggregating audiences, as opposed to segmenting them; …
Twitter: Businesses Increasing Their Revenues 140 Characters At A Time, Adekemi O. Oyalabu
Twitter: Businesses Increasing Their Revenues 140 Characters At A Time, Adekemi O. Oyalabu
Honors Projects in Communication
With the consumer market becoming more competitive by the day, businesses must find innovative yet cost effective means of reaching their target markets and steadily increasing their revenues. While businesses compete with one another to remain the best, they must have a strategic market plan that differentiates their products and/or services from their competitors. In an effort to do this, many businesses have begun using social networking sites such as Facebook, MySpace, and LinkedIn as a means of reaching their target markets. Such sites have opened businesses to a new level of advertising where they reach consumers faster, have the …
Novos Serviços De Informação E Comunicação: Um Quadro De Referência Estratégico, Nikhilesh Dholakia, Norbert Mundorf, Ruby Roy Dholakia
Novos Serviços De Informação E Comunicação: Um Quadro De Referência Estratégico, Nikhilesh Dholakia, Norbert Mundorf, Ruby Roy Dholakia
College of Business Faculty Publications
From the late 1960s onwards, the range of information and communication services available to residential consumers and business users in the technologically advanced nations has been growing. The future of information services will depend on the strategic and structural interactions of firms specializing in content, conduits and components.