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Full-Text Articles in Marketing
Three Essays On Retransmission Of Brand Messages In Social Media, Nima Yahyapour Jalali
Three Essays On Retransmission Of Brand Messages In Social Media, Nima Yahyapour Jalali
Theses and Dissertations
Social networks have emerged as an important channel for brands to communicate with customers both directly as well as secondarily through customers who share the communications with others. A value of this channel to brands, therefore, depends on how effective they are in increasing the retransmission of their messages by customers. This is the issue that we investigate through three essays using the social media site Twitter as our research setting. Our investigation is based on the theory that retweeting is a choice made by consumers who rely on constructive preferences (Bettman, Luce and Payne 1998) while seeking three intangible …
Why Do People Give? Similarity Based Persuasion On Charitable Appeals And Self-Presentation On Social Media, Jihye Lee
Theses and Dissertations
Despite the sizable donations and the variety of views to research an individual's charitable motivations, the individual's charitable giving has remained somewhat stagnant. Ever since the economic crisis of 2008, contributions to charities have decreased. Therefore, garnering donations is a significant challenge for charitable organizations. Moreover, for individuals who have decided to make voluntary contributions, determining which of the over 800,000 nonprofit organizations to contribute to can be a challenging task, as well. The question of how nonprofit organizations should foster awareness and receive donations is of critical importance, yet the answer is not quite clear. In the current fierce …