Marketing Commons^™

Social Media Listening: Revealing The Indirect Effects Of User Generated Content (Ugc) On Product Adoption, Nga Ho-Dac, Ian Clark Sinapuelas

Association of Marketing Theory and Practice Proceedings 2019

Industry studies suggest social media listening espouses several advantages. Evidence from academic research however is lacking and the need to investigate its impact especially in the context of product development is needed. This research explores how UGC influences market outcomes indirectly via its impact on product development. Building on current findings from empowerment-product demand and new product adoption research, we propose that product improvements building on consumer social media conversations are more likely to succeed. Using a system of equations modeling in the open source software context, we verify that increasing forum posts lead to a greater number of codes …

The Role Of Brand Personality In Setting Expectations For Engagement On Social Media, Joanne T. Cao, Jamye Foster, Gallayanee Yaoyuneyong

Association of Marketing Theory and Practice Proceedings 2019

In recent years, business has leapt on to the social media marketing bandwagon. However, many have learned that social media marketing is not equally beneficial for all brands, and that there is a difference between aiming for more followers versus aiming for more engagement and deeper relationships. Recently, the shift has been toward engagement as the ultimate social media goal, rather than mere followers. But just as all brands do not need to be on social media, do all brands have to aim toward high engagement? This study attempts to answer this question by considering communication based on brand personality …

Customer Service In The It/Social Media Marketing Era: Reverting To A Zero-Sum Game, Jon Martin

Association of Marketing Theory and Practice Proceedings 2019

During the past 10-15 years marketers and consumers have increasingly pondered and discussed if customer service has improved or declined. During this time we’ve experienced the great marketing power of IT and social media but have also heard and/or shared many “horror stories” of poor customer service in a changing marketplace. Which is true? Has customer service declined, improved, and/or merely changed? The answer is simply, “YES - all of the above”. However, the key challenge, for both consumers and marketers, is not so much a “yea vs. nay” determination, but to better examine the what, why, and how of …

Use Of Social Media By Sales Students For First Post-Graduation Job-Search: An Exploratory Study, Linda G. Mullen, Randy S. Stuart, Michael L. Thomas

Association of Marketing Theory and Practice Proceedings 2019

As students who studied/majored in professional sales approach graduation and start looking for their first post-graduation/entry-level positions, what avenues are used to pursue these opportunities? One might suspect that with the explosion of social media and the millennial generation’s prolific use of said media this would be their preferred choice for job hunting. Are sales students engaging social media and other online activities to land entry-level career positions or are they still using traditional methods (i.e. College/University Career Fairs, College/University Career Services, Internships, etc.) to find these positons? This paper looks at the avenues millennial students who studied/majored in professional …

The Dual-Mediation Effect Of Perceived Accuracy And Perceived Connectedness On Consumer Attitude Toward Social Network Advertising, Tao-Sheng Chiu, Kai-Yu Wang, Wen-Hai Chih, Jaime Ortiz, Ying-Ching Lin

Association of Marketing Theory and Practice Proceedings 2019

Despite the importance of social media advertising, few studies have investigated the factors that influence its effectiveness (Jung, Shim, Jin, and Khang 2016). Because advertising on social media is a relatively new phenomenon (Okazaki and Taylor 2013), several studies are exploratory in nature and lack a solid theoretical framework (e.g., Campbell, Pitt, Parent, and Berthon 2011; Pehlivan, Sarican, and Berthon 2011; Sashittal, Sriramachandramurthy, and Hodis 2012; Waters and Jones 2011). For this reason, the present study examines the factors affecting consumers’ attitudes toward advertisements they view on social media.

This paper draws on the stimulus-organism-response (S-O-R) model to investigate the …