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Articles 1 - 30 of 122
Full-Text Articles in Marketing
Acknowledgements/Image Credits, Molly Lynde-Recchia
Acknowledgements/Image Credits, Molly Lynde-Recchia
Transference
No abstract provided.
The Dream Of The Theatre Is Alive In Portland: The Potential Of A New Company To Succeed, Amaya Santamaria
The Dream Of The Theatre Is Alive In Portland: The Potential Of A New Company To Succeed, Amaya Santamaria
Student Scholar Symposium Abstracts and Posters
According to the 2013 census there are approximately 609,456 people living in Portland, Oregon. There is no demographic data tabulated for 2013, however a look at the 2010 statistics can help paint a picture of Portland and its racial and educational make up. That year, 76.1% of people identified as “white alone.” The African American population constituted 6.3% and the Hispanic 9.4%. While it is true that, typically, Caucasian audiences make up the majority of theatre attendees, perhaps more telling are the statistics regarding education. In Portland, 43.1% of people hold a bachelor’s degree or higher, compared to the 29.2% …
Maximizing Sharability And Persuasiveness On Web 2.0, Yuhua (Jake) Liang, Christina Lopez, Tim Seavey, Shelby Stanton
Maximizing Sharability And Persuasiveness On Web 2.0, Yuhua (Jake) Liang, Christina Lopez, Tim Seavey, Shelby Stanton
Student Scholar Symposium Abstracts and Posters
Online marketing efforts usually focus on the persuasiveness or sharability of a message. However, research has not established where these two concepts overlap. The current study explores this overlap. Web 2.0 platforms facilitate the delivery of different content and statistics to convey the persuasiveness and the sharability. An original experiment varied message quality (high argument strength, direct message, and emotional message) and web cues (i.e., ratio of views, likes, and shares) to signal self-presentation (favorable and unfavorable). Prospective participants will view mock webpages for internet news and donation collection, followed by measures of the content persuasiveness and sharability.
Social Media Marketing For The Medical Industry: Best Practices To Avoid Legal And Ethical Issues, Jessica Padilla
Social Media Marketing For The Medical Industry: Best Practices To Avoid Legal And Ethical Issues, Jessica Padilla
Journalism
This study analyzes the best social media practices for medical industry professionals and the proper and ideal uses for social media. It analyzes the public relations functions of social media—relationship building, reputation management, and crisis communication. With the constant rise of social media as a widely-used medium for marketing comes increased potential for damage to a medical business’ reputation, loss of medical licensing, or lawsuits if practitioners do not act within the lines of legal and ethical standards. Medical offices must have an online presence to remain relevant and build and keep relationships with new and current patients. This study …
Marketing In The Field Of Information Disciplines: Research Trends In Latin America (1985-2012), Carlos Luis González-Valiente
Marketing In The Field Of Information Disciplines: Research Trends In Latin America (1985-2012), Carlos Luis González-Valiente
Carlos Luis González-Valiente
This study seeks to clarify research trends related to marketing in the field of information disciplines from Latin American scientific production. As a reference source, we used the electronic journals indexed in the Latindex Directory. Some bibliometric indicators were applied to 108 documents; these indicators were as follows: productivity by year, journals, authors, language, and finally term cooccurrence analysis. It was evident that the highest rate of productivity was found in Brazilian journals and authors, and in the Portuguese language. The four main clusters in term co-occurrence analysis in the most relevant topics were as follows: marketing of the information …
2014 December, Office Of Communications & Marketing, Morehead State University.
2014 December, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Press releases for December of 2014.
Consumer Perceptions Of A Brand's Social Media Marketing, Taylor Michelle Smith
Consumer Perceptions Of A Brand's Social Media Marketing, Taylor Michelle Smith
Masters Theses
This project seeks to inform corporate marketing efforts, as well as add to the growing body of literature on social media marketing. The purpose of this project is to assess consumer perceptions of a brand’s social media marketing. Participants were obtained from the PetSafe® brand Facebook fan page, and a total of 195 respondents completed all measures and were included in the study. The results show that brands must be actively engaging their consumers via social media in order to compete in a competitive marketplace. Engagement can be promoted through entertaining and interactive posts, useful and relevant content, word of …
Fundraising Techniques Of San Luis Obispo Nonprofit Organizations, Samantha Suyemoto
Fundraising Techniques Of San Luis Obispo Nonprofit Organizations, Samantha Suyemoto
Graphic Communication
The purpose of this study was to identify the strengths and weaknesses of using direct mail and electronic media in the fundraising techniques of local San Luis Obispo nonprofit organizations. The intended audience includes the nonprofits interviewed in each case study as well as the other organizations that fundraise within the San Luis Obispo area. Three case studies of nonprofit organizations within the area were conducted in conjunction with research on various types of funding. Results of this study are intended to benefit the nonprofits by providing more information on successful fundraising habits.
Chinese Outbound Tourists Food Consumption In The U.S.: An Extension Of The Theory Of Planned Behavior, Kaiyang Wu
Chinese Outbound Tourists Food Consumption In The U.S.: An Extension Of The Theory Of Planned Behavior, Kaiyang Wu
UNLV Theses, Dissertations, Professional Papers, and Capstones
Although Chinese outbound tourists made enormous economic contribution to the U.S. restaurant industry, they seem to have the tendency to consume Chinese cuisine solely during their international trips. This study applies structural equation modeling (SEM) to evaluate different behavioral beliefs' impact on the intentions of Chinese outbound tourist unfamiliar ethnic food consumption in the U.S. Additionally, this research combines the Theory of Planned Behavior (TPB) and food neophobia, a food-related personality trait to better explain Chinese outbound tourists' food rejection behavior in the U.S.
Results of this study showed safety concern, acceptance of table manners, perceived communication gap and food …
Understanding Brand Authenticity In Specialized Communities: An Interpretive Qualitative Study Of The Brit Iron Rebels Las Vegas Clan, Sullivan Charles
Understanding Brand Authenticity In Specialized Communities: An Interpretive Qualitative Study Of The Brit Iron Rebels Las Vegas Clan, Sullivan Charles
UNLV Theses, Dissertations, Professional Papers, and Capstones
Postmodern society is marked by a condition where traditional identity markers have degenerated in value. Without the spatial or temporal connection provided by traditional identity markers, individuals look to brands perceived to be authentic to aide in identity construction. Paradoxically, individualized identities need the interpretive support of other likeminded individuals in specialized communities to give legitimacy to constructed identities. These specialized communities often focus around a lifestyle or a brand. This research employed interpretive qualitative methodology to understand authenticity. Semistructured depth interviews were conducted with members of the Brit Iron Rebels Las Vegas Clan to understand the authenticity of Triumph …
He Creators A Look At The Changing Work Of Potters And The Future Of Their Craft In Thimi, Nepal, Natalie Silver
He Creators A Look At The Changing Work Of Potters And The Future Of Their Craft In Thimi, Nepal, Natalie Silver
Independent Study Project (ISP) Collection
The Newari sur-name Prajapati has been associated with those who are of the potter caste in the Kathmandu valley. In the past 30 years ceramics in the historic pottery town of Thimi has changed drastically from being an essential and necessary craft and the only occupation for Prajapatis, to a struggling population of visually aging potters. This paper examines the workshop Everest Pottery in Thimi nepal as a case study for the state of ceramics in Thimi today. The author traces the origins of the workshop's founder Shiva Prajapati and examines the shift that Shiva made from traditional Newari pottery …
The Marketing Of Global Entertainment Through Brand Building, Jasmine Raelynn Spence
The Marketing Of Global Entertainment Through Brand Building, Jasmine Raelynn Spence
Learning Showcase 2014
The strategies of global marketing for entertainers require a more sophisticated marketing approach in order to obtain a successful level of international fame. Due to the marketing efforts of global branding, the increased level of ‘celebrityhood” in American entertainers who have expanded their brand internationally, have reached a prominent level of notoriety; thus creating a powerful celebrity.
This poster will examine how marketing and public relations specialists can market an entertainer to gain fame in both a foreign country and in America at the same time. This study also investigates the art of marketing for global entertainment and provides direct …
The Olive Tree, Volume 22 Issue 2
The Olive Tree, Volume 22 Issue 2
The Olive Tree
The Olive Tree, published twice each year by Fogler Library at the University of Maine, features articles about library projects, collections, technological innovations, and events. The hallmark of the Fogler Library Friends, an ancient engraving of an olive tree, was adopted from the title page of La Cosmographie Universelle by André Thevet. The two volume encyclopedia, which was published in Paris in 1575, is shelved in the Library's Special Collections Department. One of the longest living trees, the olive tree parallels the development of civilizations.
‘I Just Want A Job’: The Untold Stories Of Entrepreneurship, Lucia Garcia-Lorenzo, Lucia Sell-Trujillo, Paul Donnelly
‘I Just Want A Job’: The Untold Stories Of Entrepreneurship, Lucia Garcia-Lorenzo, Lucia Sell-Trujillo, Paul Donnelly
Books/Book Chapters
In this chapter, we explore the untold stories of Spanish and Irish necessity entrepreneurs to better understand the process of becoming an entrepreneur. Working with narratives, media articles, and policy documents, we illustrate how necessity entrepreneurs do not recognize themselves in the institutionalized entrepreneur narrative as empowered, creative and independent individuals. It is necessity, not opportunity that is pushing, not pulling, them to become entrepreneurial. The process is experienced as more fragmented than official narratives outline. In exposing these untold stories, the chapter expands our understanding of entrepreneurship, presenting a more nuanced view of both entrepreneurs and the entrepreneurial process.
2014 November, Office Of Communications & Marketing, Morehead State University.
2014 November, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Press releases for November of 2014.
2014 October, Office Of Communications & Marketing, Morehead State University.
2014 October, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Press releases for October of 2014.
Salvaging Print: Letterhead In Post-Industrial Urban America, Nancy Sharon Collins
Salvaging Print: Letterhead In Post-Industrial Urban America, Nancy Sharon Collins
The Mid-America Print Council Conference
This panel will explore the link between today’s small press movement and the formal aspects of commercial printing during the American 20th century. Panelists include Christine Medley , Philip Gattuso, and Nancy Bernardo.
Using as its primary example letterhead from defunct companies in Detroit, and secondarily, specimens of business and legal letterhead from other urban centers of the industrial United States, this panel will examine and discuss: What did letterhead represent to 20th century printers in local markets such as Detroit? What is the significance of printed letterhead, and stationery, to the art of small press printing in post-industrial cities …
Marketing An Established Institutional Repository: Marquette Libraries’ Research Stewardship Survey, Rose Fortier, Emily Laws
Marketing An Established Institutional Repository: Marquette Libraries’ Research Stewardship Survey, Rose Fortier, Emily Laws
Rose Fortier
Purpose The purpose of this paper is to discuss the results of Marquette University Libraries’ survey measuring faculty knowledge and attitudes about the institution’s repository, for the purposes of creating a marketing plan for the institutional repository (IR). Design/methodology/approach The paper adopts a quantitative approach through the use of a survey. Findings Like many other endeavors to measure faculty engagement with the IR, the investigators discovered that faculty knowledge of the IR is not universal. Moreover, the perceived values and motivators for faculty use of the IR were also not surprising, with faculty viewing online dissemination of their work to …
2014 September, Office Of Communications & Marketing, Morehead State University.
2014 September, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Press releases for September of 2014.
Customer Satisfaction Analysis In Loading & Unloading At Indonesia Vehicle Terminal With Servqual Method, Audy Nirsa Kusuma
Customer Satisfaction Analysis In Loading & Unloading At Indonesia Vehicle Terminal With Servqual Method, Audy Nirsa Kusuma
World Maritime University Dissertations
No abstract provided.
Marketing The Ir: Strategies From The Marquette Survey, Rose Fortier
Marketing The Ir: Strategies From The Marquette Survey, Rose Fortier
Rose Fortier
Marquette University’s institutional repository, e-Publications@Marquette, was established in 2008 for the deposit of faculty publications and research. Despite active participation by some faculty, universal participation remains an elusive goal. During the spring of 2013, faculty participation and needs were assessed via survey and compared to the IR’s capabilities in addressing those needs. Based upon the assessment survey and the IR’s available resources, a marketing plan and promotional strategies were created. The presentation will include analysis of the survey results and how they informed the creation of a marketing plan. Details of the marketing plan will be discussed as well as …
Marketing The Ir: Strategies From The Marquette Survey, Rose Fortier
Marketing The Ir: Strategies From The Marquette Survey, Rose Fortier
Library Faculty Research and Publications
Marquette University’s institutional repository, e-Publications@Marquette, was established in 2008 for the deposit of faculty publications and research. Despite active participation by some faculty, universal participation remains an elusive goal. During the spring of 2013, faculty participation and needs were assessed via survey and compared to the IR’s capabilities in addressing those needs. Based upon the assessment survey and the IR’s available resources, a marketing plan and promotional strategies were created. The presentation will include analysis of the survey results and how they informed the creation of a marketing plan. Details of the marketing plan will be discussed as well as …
The Story Of Taste: Using Eegs And Self-Reports To Understand Consumer Choice, Charnetta Brown, Adriane B. Randolph, Janée N. Burkhalter
The Story Of Taste: Using Eegs And Self-Reports To Understand Consumer Choice, Charnetta Brown, Adriane B. Randolph, Janée N. Burkhalter
Adriane B. Randolph
The authors investigate consumers’ willingness to switch from a preferred manufacturer brand to an unfamiliar private-label brand if taste is perceived as identical. Consumer decisions are examined through recordings of electrical brain activity in the form of electroencephalograms (EEGs) and self-reported data captured in surveys. Results reveal a willingness of consumers to switch to a less-expensive brand when the quality is perceived to be the same as the more expensive counterpart. Cost saving options for consumers and advertising considerations for managers are discussed.
Catching Their Attention: Slide Shows As Outreach, Elizabeth Ramsey
Catching Their Attention: Slide Shows As Outreach, Elizabeth Ramsey
Elizabeth Ramsey
Albertsons Library at Boise State University has found slide shows to be an essential and easy to manage component in its outreach efforts and branding strategy. The slide shows run continually on a TV monitor in the library lobby as well as on all the computers in the library labs. This presentation focuses on the strategies used in the selection of topics, images and text, presenting examples of some of the most popular slides used at Albertsons Libraries categorized under recommended best practices.
State Space Modelling Of Dynamic Choice Behavior With Habit Persistence, Kang Bok Lee
State Space Modelling Of Dynamic Choice Behavior With Habit Persistence, Kang Bok Lee
Doctoral Dissertations
In this dissertation, I present a new approach to capturing dependence across time in dynamic choice data. To achieve this, I develop a state space dynamic choice model and a novel algorithm to fit the data. Instead of capturing dependence in outcomes through lagged response variables, referred to as state dependence, I introduce a lagged utility term through the latent state equation. The lagged utility term captures habit persistence, which has not been explored directly in earlier models (Heckman, 1981b). The autoregressive nature of the lagged utility provides a significantly richer summary of prior utility than a lagged outcome variable. …
Promotional Reviews: An Empirical Investigation Of Online Review Manipulation, Dina Mayzlin, Yaniv Dover, Judith Chevalier
Promotional Reviews: An Empirical Investigation Of Online Review Manipulation, Dina Mayzlin, Yaniv Dover, Judith Chevalier
Dartmouth Scholarship
Firms' incentives to manufacture biased user reviews impede review usefulness. We examine the differences in reviews for a given hotel between two sites: Expedia.com (only a customer can post a review) and TripAdvisor.com (anyone can post). We argue that the net gains from promotional reviewing are highest for independent hotels with single-unit owners and lowest for branded chain hotels with multi-unit owners. We demonstrate that the hotel neighbors of hotels with a high incentive to fake have more negative reviews on TripAdvisor relative to Expedia; hotels with a high incentive to fake have more positive reviews on TripAdvisor relative to …
2014 August, Office Of Communications & Marketing, Morehead State University.
2014 August, Office Of Communications & Marketing, Morehead State University.
Morehead State Press Release Archive, 1961 to the Present
Press releases for august of 2014.
Diversified Social Influence Maximization, Fangshuang Tang, Qi Liu, Hengshu Zhu, Enhong Chen, Feida Zhu
Diversified Social Influence Maximization, Fangshuang Tang, Qi Liu, Hengshu Zhu, Enhong Chen, Feida Zhu
Research Collection School Of Computing and Information Systems
For better viral marketing, there has been a lot of research on social influence maximization. However, the problem that who is influenced and how diverse the influenced population is, which is important in real-world marketing, has largely been neglected. To that end, in this paper, we propose to consider the magnitude of influence and the diversity of the influenced crowd simultaneously. Specifically, we formulate it as an optimization problem, i.e., diversified social influence maximization. First, we present a general framework for this problem, under which we construct a class of diversity measures to quantify the diversity of the influenced crowd. …
Designing Museums For Participation, Collaboration And Social Interaction, Martin Mccarthy
Designing Museums For Participation, Collaboration And Social Interaction, Martin Mccarthy
Masters
This thesis documents the design and development of novel interactive experiences that explored concepts aimed to enhance the visitor experience to Cork Butter Museum, Cork, Ireland.
The context to the work is that in recent years, museums and cultural institutions are increasingly motivated to apply creative strategies to engage visitors who come for recreational, social and sometimes educative purposes. Novel museum exhibits designed to cater for such needs often involves the integration of new media technologies in response to rising expectations visitors have with regards to being actively engaged during their visit. This often requires a higher level of participation …
The Role Of Self-Concept In Consumer Behavior, Marisa Toth
The Role Of Self-Concept In Consumer Behavior, Marisa Toth
UNLV Theses, Dissertations, Professional Papers, and Capstones
Understanding the influences underlying consumption has become an increasingly important goal for marketers. This study examined the role of self-concept in consumer behavior, specifically product evaluation. The influences of various dimensions of the self-concept are examined in regard to four product dimensions: public luxury, public necessity, private luxury, and private necessity. Differences due to variations in individual levels of self-monitoring are also measured. Overall, results showed that the more conspicuous a product is (higher on luxury/public dimensions) the greater the relationship between evaluation and ideal self-images (ideal self and ideal social self) for both high and low self-monitors.