Marketing Commons^™

The Evolution Of The Internet And Social Media: A Literature Review, Charles Alves De Castro, Isobel O'Reilly Dr, Aiden Carthy

Articles

This article reviews and analyses factors impacting the evolution of the internet, the web, and social media channels, charting historic trends and highlight recent technological developments. The review comprised a deep search using electronic journal databases. Articles were chosen according to specific criteria with a group of 34 papers and books selected for complete reading and deep analysis. The 34 elements were analysed and processed using NVIVO 12 Pro, enabling the creation of dimensions and categories, codes and nodes, identifying the most frequent words, cluster analysis of the terms, and creating a word cloud based on each word's frequency. The …

What Interactive Web Features Are Most Used, Travis Tyler

Experiential Learning Projects

The use of interactive features in websites has become common place on the internet. People use these tools to help navigate and understand the content related to that website. However, due the large variety of websites it can be tricky to understand what features are best to utilize based on the topic of your site. This paper seeks to address this issue by researching how users interact and utilized different features on different websites. Research is gathered via scholarly articles and direct data gathered from volunteers. This data shows users tend to favor more interactive tools to help with navigation, …

Small Farmers’ Use Of Social Media And Other Channels For Marketing Their Agricultural Products, Carlos Alberto Moreno-Ortiz, Donna J. Peterson Dr., Alba J. Collart, Laura Downey, Susan Seal, Roberto Gallardo

The Journal of Extension

We examined small farmers’ use of and preference for different channels for marketing agricultural products and explored differences by gender, age group, and education level. Farmers markets and social media were preferred channels, with participants under age 55 being more likely than those 55 and over to prefer and use social media and agree that social media would be useful for promoting products and increasing sales. While selling via social media could provide a larger market, one challenge is that the average age of Mississippi farm operators is 59. Therefore, Extension must consider multiple approaches for delivering training on marketing.

Social Media Influencers (Smis) In Context: A Literature Review, Charles Alves De Castro, Isobel O'Reilly Dr, Aiden Carthy

Articles

This review focused on three main areas, "Social Media Influencers (SMIs) in Context, The Impact of SMIs on Adolescents, and Consumer Behaviour in a Digital Era – Generation Z in Perspective". This article aims to further the overall understanding of SMIs and outlines the impact of SMIs on adolescents‘ lives. Thus, the main objective of this literature review is to raise awareness within the marketing field about the influence of social media influencers on adolescents and how brands promote their products and content through social media influencers. The review comprised a regular search using electronic journal databases and secondary data …

A Uniquely Jesuit Approach To Engagement Through Social Media, Karl F. Kozlowski, Shawn M. O'Rourke

Jesuit Higher Education: A Journal

Social media is a relevant and powerful instrument of communication in higher education, especially in the college age population. The use of social media in and out of the classroom on the college campus allows faculty to meet students where they are. Content shared by faculty on social media is a means to continue to educate our students and alumni outside of the classroom and build relationships regardless of geographic boundaries. Through the use of social media platforms, we can also continue to relay and demonstrate our Jesuit ideals. This engagement can help build a relationship between faculty and students …

Influencer Celebrification: How Social Media Influencers Acquire Celebrity Capital, Gillian Brooks, Jenna Drenten Ph.D., Mikolaj Jan Piskorski

School of Business: Faculty Publications and Other Works

The digital age has given rise to new pathways for everyday individuals to accrue media attention, which can be translated into promotional endeavors. Such sociocultural currency is referred to as celebrity capital, which can be exchanged within the field of advertising through celebrity endorsements. Traditional celebrities acquire celebrity capital through institutional intermediaries such as sport, television, music, and movies. Research is needed to understand the unique process by which social media influencers (SMIs) acquire celebrity capital. We draw on interviews with 40 global advertising industry practitioners and influencers to better understand how influencers acquire celebrity capital in a saturated media …

Xviii Sim Conference Presentation - Social Media Influencers (Smis) In Context: A Literature Review, Charles Alves De Castro Mr, Isobel Oreilly Dr, Aiden Carthy Dr

Other Resources

This review focused on three main areas, “Social Media Influencers (SMIs) in Context, The Impact of SMIs on Adolescents, and Consumer Behaviour in a Digital Era – Generation Z in Perspective.” This article aims to further the overall understanding of SMIs and outlines the impact of SMIs on adolescents’ lives. Thus, the main objective of this literature review is to raise awareness within the marketing field about the influence of social media influencers on adolescents and how brands promote their products and content through social media influencers. The review comprised a deep search using electronic journal databases and secondary data …

Fandom In The Digital Age: Examining Parasocial Relationships Between Fans And Music Artists On Instagram, Brittani Wert

University Honors Theses

With the rise of social media as a cultural staple in entertainment industries such as music, Instagram changes the landscape of the artist-fan connection and muddles the boundaries of parasocial relationships in a digital space. While a wealth of research exists on how fans perceive mediated relationships, the perspective of the artist and how they navigate this connectivity is missing from the discourse. This study builds on the current literature surrounding mediated artist-fan interactions and examines how music artists use Instagram to build strong, loyal relationships with fans through the lens of parasocial relationships. Through interviews with up-and-coming artists and …

Distressing For People’S Lives When Lights Go Off During Facebook Outage, Ramaswami, S.

Research Collection Lee Kong Chian School Of Business

The rise of the super app has changed our lives – and livelihoods – as many of us depend on these social media sites to make a living. Are there alternatives or are we always going to be held hostage? SMU’s Seshan Ramaswami gives his take.

The Right To Repair: (Re)Building A Better Future, Jumana Labib

Undergraduate Student Research Internships Conference

The goal of this research project was to take a multi-faceted, interdisciplinary approach to research and examine the Right to Repair movement’s progress, current repair practices, impediments, and imperatives, and the various large-scale implications (environmental, economic, social, etc.) stemming from diminished consumer freedom as a result of increased corporate greed and lack of governmental regulations with regards to repair and the environment. This poster exhibits the highlights of my general research project on the Right to Repair movement over the course of this four month internship, and aims to disseminate information about the movement to the wider public in an …

Tourism-Related Climate Change Perspectives: Social Media Conversations About Canada’S Rocky Mountain National Parks, Farshid Mirzaalian, Elizabeth Halpenny

TTRA Canada 2021 Conference

This study employed quantitative social media big data analysis in conjunction with qualitative analysis of postings to better comprehend online lay discourse of climatic change issues in a nature-based tourism destination, Jasper National Park, Canada. Such mixed methodological approaches to big data enable tourism researchers to not only study unstructured social media big data for future-proofing purposes but to address some methodological concerns often raised about solely using corpus linguistic or thematic analyzes. This study unearthed divergent themes regarding tourists’ perceptions of climate change upon visiting JNP, with the most significant discourses on climate grief, education and interpretation, pro- environmental …

Online Review Solicitations Reduce Extremity Bias In Online Review Distributions And Increase Their Representativeness, Hülya Karaman

Research Collection Lee Kong Chian School Of Business

Representative online customer reviews are critical to the effective functioning of the Internet economy. In this study, I investigate the representativeness of online review distributions to examine how extremity bias and conformity impact it, and explore whether online review solicitations alter representativeness. Past research on extreme distribution of online ratings commonly relied solely on observed public online ratings. One strength of the current paper is that I observe the private satisfaction ratings of customers regardless of whether they choose to write an online review or not. I show that both extremity bias and conformity exist in unsolicited online word-of-mouth (WOM) …

How Social Media And Embedded Recommender Algorithm Fostered Political Issues, Yan Shi

School of Professional Studies

Social media plays a significant role in social communication and interaction, connecting people from different continents and facilitating information flaws worldwide. Meanwhile, along with the evolution of embedded recommender algorithms that clustering people with similar demographic features, social media has become the most important means of communication for modern society. However, the prosper of interconnecting platforms also have potential flows alongside. One of the major issues is the unexpected political consequence. This paper delivers the first comprehensive analysis of the political impacts posed by social media and embedded recommending algorithms. The article identifies three major political concerns through literature review, …

Internal Communications In The Time Of A Global Pandemic, Thais Gandica, Manvi Talwar, Sange Wangmu Thungon, Edgar Knyvet Diengdoh Pyrtuh, Emmanuel Kumah

School of Professional Studies

The business and organizational worlds have been in constant transformation for years. Still, 2020 changed drastically the way they function from their very inside. The COVID-19 pandemic hit all industries, and with that, all models of communication had to be reshaped so they could efficiently connect with their internal players in charge of crafting and delivering messages that would work towards a healthy and productive environment. Internal Communications played a critical role in the employee relations, brand image, and overall success of organizations, especially during the crisis. Through primary and secondary research conducted to three different organizations’ sizes, this research …

The Effects Of Social Media On Young People Through The Lens Of Covid-19, Molly Gammon

School of Professional Studies

This study looks at the relationship between social media and its effect on young people’s wellbeing by examining the available literature and research on the topic. Because Millennials and Generation Z do not remember a time before the internet and social media, it has become an influential and crucial part of their lives. Many suggest that social media is harmful to young people, while others argue that the benefits of the internet and social media outweigh the costs and risks. By analyzing the current research, it seems like there is still a lack of consensus on this debate. The goal …

Social Media And Political Campaign Communication In Ghana., Beatrice Eyram Amenyeawu

School of Professional Studies

Originally designed for social networking and interactions, social media has gained precedence in business and organizational operations. Politics which has had a long relationship with the media has seen some changes in its campaign and communication due to the evolution of the media. Social media has proven to be an effective strategy in political communication and campaign. Given its numerous features such as the like button, live videos, content sharing, comment option, photo sharing, status update, tags, amongst others it has enabled the dialogue between political stakeholders. Furthermore, social media impacts elections and democratic discourse with its dialogic feature which …

Examining The Strategies In Response To Crises In Major League Baseball, Jimmy Palmerino

School of Professional Studies

This paper analyzes the crisis response strategies of Major League Baseball (MLB) during the following events: the steroids scandal, the Houston Astros cheating scandal, and the coronavirus (COVID-19) pandemic. The hypothesis tested is as follows: MLB’s crisis response strategies are ineffective, as they are directly related to the league’s poor image in the public eye. Research includes a review of academic literature explaining crisis communication theories, as well as the relationship between crisis communication and public relations (PR). The paper concludes with recommendations for how the league can improve its crisis communication and crisis response strategies in the future to …

Examlning The Effectiveness Of Influencer Marketing Across Platforms, Alison Everett

School of Professional Studies

This paper evaluates how effective influencer marketing is across the two most popular influencer platforms, YouTube and Instagram. This paper uses a case study approach to analyze popular brands that use influencer marketing on both platforms to determine which platform is more successful at engaging and reaching audiences from influencers. The brands analyzed for case studies are food delivery service HelloFresh and haircare brand Function of Beauty. Both brands use influencer marketing on Instagram and YouTube. The HelloFresh case study analyzes sponsored content from YouTube creator Jacksfilms and Instagram influencer Marisa Hen. The Function of Beauty case study analyzes sponsored …

Happening In Plain Sight: An Evaluation Of Sexual Harassment In Municipal Government Through A Case Study Of Newark, New Jersey, Hoween R. A. Flexer, Caitlin R. Louie

School of Professional Studies

In the city of Newark, New Jersey, Sebrevious Scott, a participant in the New Jersey Reentry program was hired as part-time office assistant in the city's re-entry office. After being transferred to the city’s Parks and Grounds Departments, she started being sexually harassed, inappropriately touched and propositioned by her supervisor, Richard Kirkland. Scott made repeated attempts to report these actions through the appropriate channels. She was met with dismissal, resistance, and later retaliation. While working in this hostile environment she was also pursuing a full-time employment opportunity with the city upon the completion of the reentry program. Unfortunately, this never …

Social Media Preferences Of Individuals Seeking Graduate Business Degrees, Peyton N. Boxberger, Hannah C. Lee

Management Undergraduate Honors Theses

The purpose of this thesis is to provide actionable insight to the Walton MBA Programs Office for a cohesive social media strategy that is inclusive of all audiences. This research hopes to help the Walton MBA program better understand potential and current students based on their social media behavior and learn how social media use has changed due to the global COVID-19 pandemic. This report will analyze the results of a survey crafted to better understand the social media preferences of individuals seeking graduate business degrees. From these, a social media marketing strategy can be created to tailor content to …

The Impact Of Artificial Intelligence In The Customer Journey: A Case Study Of Bosch Usa And Defy South Africa, Tariro S. Munyengeterwa

Electronic Theses and Dissertations

Artificial intelligence (AI) continues to gain traction and is increasingly reshaping the media and marketing communications field. While significant research has been conducted on the impact of AI in other fields, there is little empirical evidence on how AI is affecting the customer journey. The present study explored both organizations’ current use of AI tools and how customer perceptions about AI affect AI usage and adoption through the lens of diffusion of innovation theory. The research was conducted using mixed-method qualitative research. In-depth interviews and a case study content analysis were conducted to collect and analyze the data. The results …

The Use Of Social Media For Marketing By Independent Musicians, Jessica E. Martinez

Capstone Projects and Master's Theses

Many musicians have social media presences, but not many know how to begin or how to market their music. Instead, artists find themselves searching for other forms to help them market their music. This leads them to overspend on expensive services in hopes that they can get their names more known. Musicians may feel discouraged when they don’t see the results they hope for, especially online and with other competitors. Because of this, musicians feel less confident in their success in the music industry. There is an imbalance between what the musician wants to achieve and what they need. …

Kobe Influencer Marketing: Using Social Media To Promote A Herbal Tea Brand, Patricia Lui, Lipika Bhattacharya

Asian Management Insights

In July 2019, Evangeline Leong, co-founder and CEO of Kobe, a Singapore-based start-up providing influencer marketing services, had a challenging task ahead of her.

Nonprofit Social Media Internships: A Handbook, Allison Laroy

College of Arts & Sciences Senior Honors Theses

This thesis examines how nonprofits can best prepare their interns and how interns can best prepare themselves for a role in engaging audiences through social media. Through a literature review on nonprofit social media and internships, a series of qualitative interviews with interns and supervisors, and my own lived experiences as a social media intern, I develop a handbook for nonprofit social media internships. This guide is relevant to the specific experiences of nonprofit social media internships, includes advice on training, mentorship, and best practices, and finally, it incorporates further resources on nonprofit social media that interns and supervisors can …

A Tale Of Two Companies: The Importance Of Public Relations Amidst The Shift Towards Corporate Activism, Olivia Schwab

Honors Theses

By comparing the controversies that stemmed from Papa John’s John Schnatter and CrossFit’s Greg Glassman, some obvious public relations strategies stand out, including but not limited to understanding an audience, adapting to a changing environment, establishing a crisis communications plan, and taking controversial stands on issues close to the audience’s hearts. Most importantly though, if companies preach messages of social change, they must follow up on their stances with corrective action to do their best to help facilitate it in society.

While examining the history of corporate activism, it is clear why and how some corporations become the victims of …

Tik Tok University: Rusche College Of Business, Johanna Bruhn

Undergraduate Research Conference

Across the country, universities have incorporated the use of social media platforms to target prospective students, keep current students in the loop, and create a stronger online presence overall In a world where certain platforms may rise to the top and others may just be a fading trend, it is even more important for these universities to determine what social media platforms to utilize and perform well on For the last two years, TikTok has become an increasingly popular social media application, particularly in regard to students Although its popularity seemed to only be temporary, the last year has shown …

The Evolution Of Women's Opportunities In The Workplace: A Look At The Past To Interpret The Present, Emily Milich

Senior Honors Projects

No abstract provided.

Metaphors, Mental Models, And Multiplicity: Understanding Student Perception Of Digital Literacy, Jason Tham, Kenyan Degles Burnham, Daniel L. Hocutt, Nupoor Ranade, John Misak, Ann Hill Dunn, Isabel Pedersen, Jessica Lynn Campbell

School of Professional and Continuing Studies Faculty Publications

This study examines student perception of digital literacy from their engagement with the Fabric of Digital Life, a digital archive of emerging technologies. Through grounded theory analysis we identified the ways students make sense of an unfamiliar technology. Our results show students assign metaphors to understand a new digital platform, apply mental models transferred from previous conceptual domains onto new technologies, and express multiply-layered approaches that facilitated their digital literacy development––an indication for instructors to orient toward an expansive description of digital literacy that caters to student learning needs as well as their professional futures.

The Value Of Social Media Advertising Strategies On Tourist Behavior: A Game-Changer For Small Rural Businesses, Nory B. Jones, Patti Miles, Tanya Beaulieu

Marketing Faculty Scholarship

Nature-based tourism represents a growing sector within the tourism industry, and these interests could help improve the conditions of economically disadvantaged rural communities. The new digital landscape, including Internet and social media usage, represents a critical strategic opportunity to inform, educate and reach these tourism segments. The present research examines the impact of social media advertising on nature-based tourism within rural communities. In this research, we utilize the COBRA (Consumers’ Online Brand-Related Activities) model (Muntinga et al., 2011) of consumer behavior to assess the impact social media advertising plays in generating Pre-Consumption, Consumption, Creation, Contribution, and Engagement in rural business. …

Effects Of Clickbait Headlines On User Responses: An Empirical Investigation, Supavich Fone Pengnate, Jeffrey Chen, Alex Young

Journal of International Technology and Information Management

This study investigates the influence of a conventional method of delivering news headlines, clickbait, on online users’ perceptions and responses. An experiment was conducted on two groups of news headlines—traditional news and clickbait—to provide empirical evidence of the effects of clickbait on online users. The findings suggest that clickbait headlines can evoke users’ arousal and curiosity. In addition, the results from structural equation modeling fill the gap in the literature by providing evidence of the factors influencing users’ intention to read and share online news. The results reveal that while the major determinant of users’ intention to read news stories …