Marketing Commons^™

Narrative Transportation: A Systematic Literature Review And Future Research Agenda, Veronica L. Thomas, Jaime L. Grigsby

Marketing Faculty Publications

Consumers are inundated with opportunities to become engaged with marketing-generated stories, from watching an influencer detail her adventures abroad or a commercial about a military service member who makes it home just in time for the holidays. When consumers become so engaged with a story that they begin to connect with the story characters and imagine what will happen next, they experience a process known as narrative transportation, which has significant positive outcomes for marketers. Given the value that narrative transportation provides to marketers, we conduct a systematic literature review to both synthesize and provide direction on the literature of …

A Systematic Review Of Marketing Practices Used In Online Grocery Shopping: Implications For Wic Online Ordering, Leslie Hodges, Caitlin M. Lowery, Priyanka Patel, Joleen Mcinnis, Qi Zhang

Community & Environmental Health Faculty Publications

The Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) plans to allow participants to redeem their food package benefits online, i.e., online ordering. As grocery shopping online has become more common, companies have developed strategies to market food products to customers using online (or mobile) grocery shopping platforms. There is a significant knowledge gap in how these strategies may influence WIC participants who choose to shop for WIC foods online. This review examines the relevant literature to (1) identify food marketing strategies used in online grocery shopping platforms, (2) understand how these strategies influence consumer behavior and consumer …

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 …

Developing A Pricing Strategy For The Los Angeles Dodgers, Denise Linda Parris, Joris Drayer, Stephen L. Shapiro

Human Movement Studies & Special Education Faculty Publications

In 2011, the Los Angeles Dodgers Stadium averaged 36,236 fans per game, dropping from 43,979 in 2010 and 46,440 in 2009, an overall loss of about 10,000 fans per game in just two years. In 2011, The Dodgers' attendance ranking fell from first to eleventh in Major League Baseball (MLB), which amounted to a loss of over 800,000 tickets sold per year, as well as the resulting revenue from concessions and parking. Despite the Dodgers' long and storied history, ticket demand had been negatively influenced by inconsistent performance, mounting bad publicity surrounding owner Frank McCourt's divorce, the beating of a …

A Social Relational Model For Firm-Hosted Virtual Communities: The Role Of Firm Support, Tung Duy Cu

Theses and Dissertations in Business Administration

Since the ease of participation and the usefulness of information provided by online groups continue to proliferate in the World Wide Web, people increasingly participate in different forms of virtual community (i.e. online forums, bulletin boards, message boards, chat rooms) for their purposes, such as solving problems, building social relationships, sharing passions, developing professionals.

Accordingly, an increasing number of companies are now attempting to exploit this phenomenon by hosting and supporting their own online community for commercial and non-commercial purposes, such as building relationships with their customers, getting their feedback, strengthening the brand, and reducing customer service costs by enabling …

Distinguishing Sales Professionals From Their Marketing Counterparts: An Empirical Inquiry, Patricia Knowles, Anusorn Singhapakdi

Marketing Faculty Publications

Sales and other marketing professionals were compared in terms of some of their demographic, socioeconomic, and psychographic characteristics. It was generally expected that sates professionals would be different from the other marketing professionals in the sample. Regarding demographic and socioeconomic characteristics, more sales than other marketing professionals were male and they were less affluent. They also had fewer years of business experience. In terms of their personal values and moral philosophies, sales professionals, despite a general consensus evidenced in many leading sales and sales management texts that they are different from other employees, are generally speaking, very similar.