Marketing Commons^™

Parasocial Relationships In Variety Live Streaming: How It Can Affect Attitudes And Buying Intention Toward Sponsors, Megan Burroughs, Deborah Diazgranados

Undergraduate Research Posters

Online streaming and video platforms have become a popular form of entertainment as opposed to traditional media like movies and TV shows. Similar to traditional media, viewers often relate to and form one-sided relationships with actors/creators, known as parasocial relationships. Actors and creators can then leverage that relationship to advertise and market products to their audience. The primary objective of this study was to understand if perceived credibility and loyalty towards a streamer fuel parasocial relationships and how perceived credibility and parasocial relationships with an online live streamer influence attitude towards a sponsored brand and purchasing intention. It was predicted …

Keep It Simple? Effects Of Color And Age On Product Packaging, Saamiya R. Mohammed, Alex Robinson

Undergraduate Research Posters

Packaging has always played a pivotal role in consumer decision-making. Specifically, the color of the visual elements placed on product packaging have garnered significant attention for their potential to influence consumer perceptions and behaviors. Color is believed to have emotional/psychological associations across cultural and societal contexts.

On the one hand, research has noted that the use of grayscale does not elicit an emotional response (Clarke and Costall, 2008) and this may be because they’re considered passive colors (Bottomley and Doyle, 2006). Conversely, Jacobs et. al (1991), found that black is associated with being expensive and powerful. Based on the conflicting …

Does The Rock Really Rock? The Effects Of Using A Celebrity In A B2b Advertisement., Mary Widmer, Amanda Heah

Undergraduate Research Posters

Background: Previous studies have investigated the relationship between the content of advertisements and the effect it has on viewers’ engagement and retention. Seno and Lukas (2007) looked into this phenomenon and stated, “research has found that celebrities are more effective than other types of endorsers” (p. 121). Another study by Tantiseneepong, Gorton, and White (2012) found that celebrity endorsers “can improve the effectiveness of marketing communications, by enhancing a product’s image, attracting attention and improving recall rates” (p. 57).

Research Questions:This research addresses relationships with having a celebrity in a B2B advertisement. This study sought to answer the following …