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Articles 1 - 30 of 71
Full-Text Articles in Marketing
Social Word Of Mouth Valence And Role Of Moderators: An Integrated Model Of Consumer Decision Making, Angshuman Ghosh Dr, Sanjeev Varshney Dr, Shabbirhusain R.V. Dr
Social Word Of Mouth Valence And Role Of Moderators: An Integrated Model Of Consumer Decision Making, Angshuman Ghosh Dr, Sanjeev Varshney Dr, Shabbirhusain R.V. Dr
Journal of International Technology and Information Management
The study aimed at coming up with an integrated model of consumer decision making that captures the impact of social media word of mouth (SWOM) on consumers’ decision influencing variables including perceived risk, its impact on attitude towards the brand, and eventually on intention to purchase. The integrated model incorporates the impact of SWOM message valence along with moderating role played by various source and receiver level characteristics on the variables mentioned above. Two experiments with between-subject factorial designs were conducted for testing the hypotheses. The first study had 128 participants divided into eight groups and their responses were collected …
Integration Of Blockchain Technology Into Automobiles To Prevent And Study The Causes Of Accidents, John Kim
Integration Of Blockchain Technology Into Automobiles To Prevent And Study The Causes Of Accidents, John Kim
Electronic Theses, Projects, and Dissertations
Automobile collisions occur daily. We now live in an information-driven world, one where technology is quickly evolving. Blockchain technology can change the automotive industry, the safety of the motoring public and its surrounding environment by incorporating this vast array of information. It can place safety and efficiency at the forefront to pedestrians, public establishments, and provide public agencies with pertinent information securely and efficiently. Other industries where Blockchain technology has been effective in are as follows: supply chain management, logistics, and banking. This paper reviews some statistical information regarding automobile collisions, Blockchain technology, Smart Contracts, Smart Cities; assesses the feasibility …
Evaluation Of Recommended Modular Email Building Approaches, Palak Sadhwani
Evaluation Of Recommended Modular Email Building Approaches, Palak Sadhwani
Electronic Theses, Projects, and Dissertations
Customer relationship management acts as the backbone of marketing. For any company marketing is the most important sector to promote a company and attract customers. Email marketing is one of the most effective ways of digital marketing. However, the cost of design and development is time consuming and redundant. Marketers and project managers are frequently unassertive about how to solve these issues. Although there are blogs, articles and services available for marketing email development, the lack of research in the effectiveness of email building architecture bolsters the need for this study. The project presents an architecture that modularizes the way …
Effects Of Clickbait Headlines On User Responses: An Empirical Investigation, Supavich Fone Pengnate, Jeffrey Chen, Alex Young
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 …
Meeting “The One” At Midnight Is Your Destiny: The Role Of Yuan In Use Of The Taiwanese Social Network, Dcard, Wen-Yueh Shu
Meeting “The One” At Midnight Is Your Destiny: The Role Of Yuan In Use Of The Taiwanese Social Network, Dcard, Wen-Yueh Shu
Electronic Theses, Projects, and Dissertations
This study examines how Taiwanese college students understand the traditional, culturally Chinese concept of Yuan and its role in their use of a new and distinctive Taiwanese social networking site—Dcard. Particular attention is paid to the Dcard’s unique friending mechanism, which provides users the opportunity to connect (or not) with one, seemingly random new friend each day at midnight. Through thematic analysis of 15 semi-structured long interviews, the study finds that Dcard users understand Yuan as a multi-faceted concept pertaining primarily to interpersonal relationships (relationalism). Users perceive Yuan to influence relationships in a predetermined, causal fashion (fatalism), but they still …
A Chinese Perspective For Internal Marketing: A Review Of The Literature And Suggestions For Future Research, Yu-Ting Huang
A Chinese Perspective For Internal Marketing: A Review Of The Literature And Suggestions For Future Research, Yu-Ting Huang
Communications of the IIMA
Internal marketing is increasingly important for the development of new organisational strategy. Previous research has reviewed internal marketing studies published in the English-speaking world during last three decades. This current paper is an extension of those other review works. This study concerns the articles that were identified to be in the Simplified Chinese language. This research hence expends review work to focus on Mainland China. This paper provides a review of Chinese literature, placing emphasis on how Chinese scholars in mainland China engage in the area of internal marketing. The review of Chinese internal marketing research shows that the large …
Project Based Learning Syllabus - Csusb Art Department Brand Identity Re-Design, Andrew Oakes
Project Based Learning Syllabus - Csusb Art Department Brand Identity Re-Design, Andrew Oakes
Q2S Enhancing Pedagogy
In this course and over the entire quarter you will be involved in a group project, which explores and aims to solve a real design and communication problem. As times have changed and the face of art and design has changed so has our perception of what art and design are, as well (and most importantly to you, “where do I fit in, and what skill sets will I need to be successful in this new creative workforce?) Three new studies show that the skills wanted by employers in the design related fields involve not only the hard skills like …
A Cross -Cultural Research About Advertising Practices For Self-Image Projective Products Between The United States And Thailand, Pasinee Kaewmesri
A Cross -Cultural Research About Advertising Practices For Self-Image Projective Products Between The United States And Thailand, Pasinee Kaewmesri
Theses Digitization Project
This study performs a content analysis of the degree of standardization in print advertisements for self-image projective products. Catagories include perfumes, cosmetics jewelry, and women's apparel and accessories.
Internet Marketing Strategy And The Cognitive Response Approach: Achieving Online Fundraising Success With Targeted Donor Outreach, Carrie Dawn Cornwall
Internet Marketing Strategy And The Cognitive Response Approach: Achieving Online Fundraising Success With Targeted Donor Outreach, Carrie Dawn Cornwall
Theses Digitization Project
The goal of this study was provide a theory-based framework for Olive Crest, a charity that serves abused children, to successfully and strategically use e-mail marketing to achieve fundraising goals. A survey of Olive Crest's donors, utilizing the cognitive response approach as its foundation, was designed to assess attitudes and demographic trends that could help advance online marketing initiatives. A sample of 81 respondents completed the survey which evaluated Olive Crest's supporters' product/message, source, and ad execution thoughts.
Awareness Of Global Warming And Car Purchasing Behavior In Singapore, Chika Nakayama
Awareness Of Global Warming And Car Purchasing Behavior In Singapore, Chika Nakayama
Theses Digitization Project
The purpose of this study was to determine consumers' attitudes toward and perceptions of global warming and hybrid cars and examine the car purchasing behavior in Singapore. The benefits of the study will provide marketers with insight of consumers' demand for cars in Singapore. Findings will help automakers develop more effective, consumer-oriented advertising plans for cars in Asia as Singapore consists of diverse Asian ethnic backgrounds- Chinese, Indian, and Malaysain.
Parametric Media: A Strategic Market Analysis And Marketing Plan For A Digital Signage, Interactive Kiosk And Content Company, Helena Irita Fowler
Parametric Media: A Strategic Market Analysis And Marketing Plan For A Digital Signage, Interactive Kiosk And Content Company, Helena Irita Fowler
Theses Digitization Project
This project had two major objectives. The first objective was to conduct a strategic market analysis to serve as the backbone and roadmap for the marketing plan. The second objective was to create a strategic marketing plan to address Parametric Media's strategic marketing and business goals and objectives. This project was designed to fullfill the company's marketing needs. To do so, the author examined the digital signage industry, in order to understand what similar companies have done in the past, explored how consumer-based companies have deployed digital signage systems, and presented statistics and trends within the digital signage industry. The …
Content Dimensions Of Web Advertising: A Cross-National Comparison Between United States And Thailand, Kuntida Traiwanatham
Content Dimensions Of Web Advertising: A Cross-National Comparison Between United States And Thailand, Kuntida Traiwanatham
Theses Digitization Project
The purpose of this study was to determine whether and how web advertising differs across countries of diverse cultures (between U.S. and Thailand) in such areas as creative appeal used, the amount and type of information contained, and selected descriptive characteristics that are unique to this relatively new medium.
The Impact Of Corporate Stadium Sponsorship, Yi-Chun Kuo
The Impact Of Corporate Stadium Sponsorship, Yi-Chun Kuo
Theses Digitization Project
The purpose of this study is to investigate the impact corporate stadium naming rights. In particular, this project will assess consumer perceptions of stadium naming rights as a means for determining its effectiveness as a marketing approach. A survey of CSUSB students was conducted in order to obtain their perceptions of the relative marketing attractiveness of naming rights for a local minor league baseball stadium.
A Content Analysis Of Print Advertising From The United States And Hong Kong, Ka Man Carman Chu
A Content Analysis Of Print Advertising From The United States And Hong Kong, Ka Man Carman Chu
Theses Digitization Project
The purpose of this study was to extend the research in cross-cultural advertising by investigating the differences in cosmetics and fragrance advertising in Hong Kong and the United States.
A Comparative Study Of Product Placement In Movies In The United States And Thailand, Woraphat Banchuen
A Comparative Study Of Product Placement In Movies In The United States And Thailand, Woraphat Banchuen
Theses Digitization Project
The purpose of this research was to compare the presence of product placement in movies across two different cultures, namely the U.S. and Thailand. In particular, this research examined the frequency of product placement in movies, the position of product placement in movies, and the target audiences in the U.S. and Thailand.
Impact Of Brand Equity On The Purchasing Of Consumer Durables, David Michael Wells
Impact Of Brand Equity On The Purchasing Of Consumer Durables, David Michael Wells
Theses Digitization Project
The purpose of this research was to demonstrate the importance of brand equity in the purchase of consumer durable goods, specifically heating, ventilation and air conditioning (HVAC) systems.
Consumer Concerns Towards Privacy: An Empirical Study, Maria Nicolaou
Consumer Concerns Towards Privacy: An Empirical Study, Maria Nicolaou
Theses Digitization Project
The purpose of the study was to determine consumer attitudes toward privacy and the influence of demographic factors on these attitudes. The study also sought to determine the willingness of participants to disclose selected individual information items and determine the awareness and acceptance level of technological innovations such as radio frequency identifiers (RFID) as they relate to privacy. A quantitative instrument was developed and a convenience sample of university students (N=203) was tested. Results showed that educational background played a role in the way participants perceived the applications of RFID.
Cultural Impact On Customer Perception Of Service Quality In The Hotel Industry: A Comparative Study Of Eastern And Western Respondents, Jing Fen Chiang
Cultural Impact On Customer Perception Of Service Quality In The Hotel Industry: A Comparative Study Of Eastern And Western Respondents, Jing Fen Chiang
Theses Digitization Project
The purpose of the study was to investigate cultural aspects that influence customer perception of service quality in the hotel industry, specifically those that influence Eastern and Western respondents. A questionnaire was developed to assess cultural differences on perceptions, which included a modified version of the SERVQUAL scales, an instrument used to measure service quality. The convenience sample consisted of students enrolled in the MBA program at a Western university (N=152; Eastern=57.9%, Western=34.9%, Other=7.2%). Findings indicated that there were no significant differences between Eastern and Western cultures in perceptions of service quality. A sample questionnaire is included.
Golfer Celebrity Endorsements On Consumers' Attitude Toward The Advertisement And The Brand, Onvadee Tunsarawiput
Golfer Celebrity Endorsements On Consumers' Attitude Toward The Advertisement And The Brand, Onvadee Tunsarawiput
Theses Digitization Project
Many companies choose to use celebrities as endorsers for their advertising campaigns. The two most common types are athletes and entertainers. The purpose of this thesis is to gain a better understanding of how celebrities, especially professional golfers, are used as endorsers in advertising.
A Comparative Study Of Attractiveness Types In Advertisements Of Women's Magazines Between United States And Thailand, Pornkamon Unyawong
A Comparative Study Of Attractiveness Types In Advertisements Of Women's Magazines Between United States And Thailand, Pornkamon Unyawong
Theses Digitization Project
The study determined how Thai and U.S. advertisements reflected women's attractiveness. Advertisements from the Thai and U.S. editions of Elle and Cosmopolitan magazines from January 2005 to January 2006 were analyzed using the content analysis method. The author created a code book with definitions of all categories to be used as guidelines for the analysis, an itemized code sheet, and training criteria. Two coders who were proficient in both Thai and English collected the data for the study. The Statistical Package for the Social Sciences (SPSS) was utilized as a tool to analyze the data gathered. Results indicated that there …
The Cross-Cultural Research Of United States And Thailand: The Relationship Between Celebrity Endorsers And Types Of Product Endorsed, Sudawadee Eamsobhana
The Cross-Cultural Research Of United States And Thailand: The Relationship Between Celebrity Endorsers And Types Of Product Endorsed, Sudawadee Eamsobhana
Theses Digitization Project
The purpose of this study was to determine the relationship between the use of celebrities and the types of products endorsed. Advertisements from one popular magazine in the U.S. and two popular magazines in Thailand were used.
Credit Union Service Organization Products And Services: Implications, Decisions, And Strategies, Michael Burnett Bare
Credit Union Service Organization Products And Services: Implications, Decisions, And Strategies, Michael Burnett Bare
Theses Digitization Project
This project will create strategic tools for the Credit Union and CUSO to use in order to best create a more symbiotic relationship between the two entities.
Strategic Marketing Plan For An Online Service Provider In The Property Management Industry, Ruchika Wijesinghe
Strategic Marketing Plan For An Online Service Provider In The Property Management Industry, Ruchika Wijesinghe
Theses Digitization Project
Outlines the development of a strategic marketing plan for a company offering online rent payment, apartment search and property management services to property owners, managers and tenants. Data was gatherd from both primary (customers survey) and secondary sources to develop a strategic marketing plan for 2006.
A Comparison Of Cosmetic Advertising Between The United States And Taiwan: A Content Analysis, Wenlin Wang
A Comparison Of Cosmetic Advertising Between The United States And Taiwan: A Content Analysis, Wenlin Wang
Theses Digitization Project
The purpose of this research is to determine the extent of standardization of cosmetics advertising in Taiwanese and American magazines and to determine the brands and products most prevalently advertised in these two countries. The advertisements sampled were from Vogue and Cosmopolitan women's magazines, issues September 2004 to February 2005.
The Online Marketing Plan For Indra Jewelry Company, Thailand, Vorapoj Liyawarakhun
The Online Marketing Plan For Indra Jewelry Company, Thailand, Vorapoj Liyawarakhun
Theses Digitization Project
The purpose of this project is to apply marketing tactics in the form of website and online services. The goal of this plan is to improve company image and customer service and relationships, Moreover, website and online service can also increase the sales and profits of the company and expand its market.
Female Sports Endorsement And Attitudes Toward Brands And Advertisements, Natsuda Saritmuthakul
Female Sports Endorsement And Attitudes Toward Brands And Advertisements, Natsuda Saritmuthakul
Theses Digitization Project
The purpose of this study is to establish the means to understand how female sport endorsers are chosen in advertising - whether the choice is based upon physical appeal or professional career.
Proposed Marketing And Advertising Campaign For The United Negro College Fund, Rashida Patrice Hamm
Proposed Marketing And Advertising Campaign For The United Negro College Fund, Rashida Patrice Hamm
Theses Digitization Project
This project seeks to develop a marketing and advertising campaign for the United Negro College Fund (UNCF). The proposed California campaign is designed to reach an underserved target market in the state of California and to increase donations to the UNCF by one million dollars a year.
The Affects [Sic] Of Behavior On Celebrity Image, Christina Marlene Arredondo
The Affects [Sic] Of Behavior On Celebrity Image, Christina Marlene Arredondo
Theses Digitization Project
The purpose of this study is to develop a better understanding of how negative behavior affects a celebrity's public image.
Attitude And Satisfaction With Internet Banking Of Bank Of Ayudhya Public Company Limited, Thailand, Siriwan Baosuwan
Attitude And Satisfaction With Internet Banking Of Bank Of Ayudhya Public Company Limited, Thailand, Siriwan Baosuwan
Theses Digitization Project
The purpose of this study is to gather information for the management of the Bank of Ayudhya to improve its internet banking service. It explored customer satisfaction, customer attitudes, and the correlation between the frequency of Internet banking usage and customer demographic data.
The Study Of Customer Share Marketing, Wathanee Sethapan
The Study Of Customer Share Marketing, Wathanee Sethapan
Theses Digitization Project
This project will describe the nature of customer share marketing, its advantages and disadvantages. The project discusses how the marketing theme is graduating customers from market share marketing to customer share marketing and the use of customer share marketing to retain and grow existing customers.