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Articles 31 - 60 of 115
Full-Text Articles in Marketing
Advertising And Social Media Strategy For America’S National Parks: A Case Study Of Congaree National Park, Abigail Gallup
Advertising And Social Media Strategy For America’S National Parks: A Case Study Of Congaree National Park, Abigail Gallup
Senior Theses
Advertising for America’s National Parks comes in many different forms but is highly limited for national parks with lower visitation rates and less funding. Congaree National Park located just outside of Columbia, South Carolina has a small budget for advertising and goals to increase their visitation rates and visitor diversity. Particularly, Congaree rangers hope to increase visitation from the local Black community which surrounds Congaree National Park. Rangers at Congaree mainly use social media to advertise but have also investigated other forms of advertising and fundraising as well, including a Friends of Congaree Swamp license plate. This thesis will show …
Cancel Culture In College: A Phenomenological Study To Define Cancel Culture In The College Generation, William D. Morgan
Cancel Culture In College: A Phenomenological Study To Define Cancel Culture In The College Generation, William D. Morgan
Senior Theses
The history of civic activism dates back centuries and in 2021, with the increased role of technology and social media, civic engagement rates are at all-time highs in the United States. The rise in popularity of smartphones and social media applications have given consumers new ways to connect with like-minded peers and develop a unified voice to fight for movements towards equality and justice in the US economy. College students represent a large point of emphasis for public relations and marketing teams as their generation is entering the US consumer market with high rates of social media use to make …
Collegiate Athletic Fans Perception Of The Use Of Social Media In Marketing, Anna K. Gdovka, Steve Chen
Collegiate Athletic Fans Perception Of The Use Of Social Media In Marketing, Anna K. Gdovka, Steve Chen
Kentucky Journal of Undergraduate Scholarship
Social media has become the dominant tool for sports fans to receive news and messages. Many sports fans turns to the four main social media platforms, Facebook, Twitter, Instagram, and Snapchat, to receive marketing information, highlights, updates, and statistics while consuming sports content. Past studies indicated the greatest advantages for all levels of sports organizations using social media to promote the events and engage their fans. To fully understand the utilization of social media and its effectiveness for marketing intercollegiate athletic events, this study examined 203 athletic spectators’ (62% males and 38% females) preferable methods for obtaining athletic information and …
Social Media Preferences Of Individuals Seeking Graduate Business Degrees, Peyton N. Boxberger, Hannah C. Lee
Social Media Preferences Of Individuals Seeking Graduate Business Degrees, Peyton N. Boxberger, Hannah C. Lee
Management Undergraduate Honors Theses
The purpose of this thesis is to provide actionable insight to the Walton MBA Programs Office for a cohesive social media strategy that is inclusive of all audiences. This research hopes to help the Walton MBA program better understand potential and current students based on their social media behavior and learn how social media use has changed due to the global COVID-19 pandemic. This report will analyze the results of a survey crafted to better understand the social media preferences of individuals seeking graduate business degrees. From these, a social media marketing strategy can be created to tailor content to …
Exploring Research Methods Workshop Presentation Tu Dublin - An Investigation Of The Personality Traits That Could Identify Vulnerable Young People Who Will Be Susceptible To Undue Influence By Social Media Influencers (Smis), Charles Alves De Castro, Isobel O'Reilly Dr, Aiden Carthy Dr
Exploring Research Methods Workshop Presentation Tu Dublin - An Investigation Of The Personality Traits That Could Identify Vulnerable Young People Who Will Be Susceptible To Undue Influence By Social Media Influencers (Smis), Charles Alves De Castro, Isobel O'Reilly Dr, Aiden Carthy Dr
Other Resources
This study aims to further the overall understanding of Social Media Influencers (SMIs) and to specifically predict who will be susceptible to influence by them. The main objective of this research relies on to determine whether there is a specific personality profile that predisposes young people to undue influence by social media influencers. Based on previous research published by the journal Frontiers in Psychology titled “The Role of Social Media Influencers in the Lives of Children and Adolescents 1”, a list of potentially harmful content will be compiled. Participants (N=40) in phase one will then be given …
Love The Customers: Principles Of Interpersonal Relationships Applied To Social Media, Tracey Kyles
Love The Customers: Principles Of Interpersonal Relationships Applied To Social Media, Tracey Kyles
UNF Graduate Theses and Dissertations
Social media has changed communication, and its influence is far-reaching. Companies have adapted and tweaked their marketing strategies to more personal approaches to reach their audiences. This is especially evident in recent years. It can be observed, for example, by fast-food Twitter accounts attracting the attention of online users through witty personas and sarcastic tweets. This phenomenon is the motivation of this research looking into relationships between brands and their social media followers. Here, interpersonal relationship theories are referenced to uncover what encourages these kinds of relationships as well as discover which methods deliver the most positive responses, likes, and …
As (Un)Real As It Gets – Exploring The Persuasiveness Of Advertising Posts By Virtual Influencers, Sphurti Sewak
As (Un)Real As It Gets – Exploring The Persuasiveness Of Advertising Posts By Virtual Influencers, Sphurti Sewak
Association of Marketing Theory and Practice Proceedings 2021
No abstract provided.
Engaging With Customers On Social Media: Insights From Business-To-Business Companies, Emory Serviss
Engaging With Customers On Social Media: Insights From Business-To-Business Companies, Emory Serviss
Association of Marketing Theory and Practice Proceedings 2021
Social media are an important part of a company’s ability to directly engage with customers. However, the lack of an established definition of engagement creates challenges for scholars and practitioners attempting to assess return on investment derived from social media marketing. In addition, limited scholarly literature exists regarding how B2B customers specifically react to social media. To enhance understanding of how a B2B company’s social media activity affects customer engagement, this manuscript will examine social media utilization and customer response.
The Youtube - Savoring Model: Youtube As A Means Of Increasing Savoring For An Upcoming Consumption Experience, Marc P. Dupont
The Youtube - Savoring Model: Youtube As A Means Of Increasing Savoring For An Upcoming Consumption Experience, Marc P. Dupont
Association of Marketing Theory and Practice Proceedings 2021
YouTube started primarily as a means of entertainment. However, in recent years it has become a platform for both information-seeking and information-giving behaviors. Using the consumption, participation, and production framework for user generated media, YouTube is examined as a platform to influence an individual’s savoring and remembered enjoyment of a consumption experience. This study proposes a model for utilizing YouTube as a means of increasing savoring for an upcoming consumption experience through elaborative processing, minimizing distractions, and encouraging remembered enjoyment.
When You Meme Business – Exploring Use Of Memes By Brands On Social Media And Resultant Engagement, Sphurti Sewak, Jaehoon Lee
When You Meme Business – Exploring Use Of Memes By Brands On Social Media And Resultant Engagement, Sphurti Sewak, Jaehoon Lee
Association of Marketing Theory and Practice Proceedings 2021
No abstract provided.
Branding Small Businesses In Small Communities, Lacey Jenkins
Branding Small Businesses In Small Communities, Lacey Jenkins
Masters Theses
Branding has grown into a vital part of communicating a brand to its audience members. Unfortunately, large portions of branding tactics are geared towards large corporations in large communities. Small and mid-sized businesses require different tactics in order to create a brand that effectively communicates its purpose and values to its consumers. Because of this, this thesis is looking at the branding tactics of a small business in Charleston, Illinois. This business, Phoenix Elite, showed weaknesses in multiple areas of its branding package. Using a literature review, the goal is to create a better understanding of what branding is, as …
Pengaruh Customer Engagement Di Media Sosial Terhadap Brand Intimacy Pada Produk Fashion Lokal Indonesia, Classica Harsya Nawastha, Yeshika Alversia
Pengaruh Customer Engagement Di Media Sosial Terhadap Brand Intimacy Pada Produk Fashion Lokal Indonesia, Classica Harsya Nawastha, Yeshika Alversia
Jurnal Manajemen dan Usahawan Indonesia
The fashion industry is one of the industries that is constantly expanding and Indonesia is the ninth largest contributor globally. Domestic growth of the fashion industry is supported by the campaign to love local products. Local fashion brands utilize the social media as a channel to communicate directly with their customers to develop a strong customer engagement. Therefore, it is important to know which factors influenced customer engagement, such as advice seeking, self image expression, and fashion involvement. Moreover, customer engagement also plays a role in the formation of brand intimacy. This study develops customer engagement as a second-order construct …
The Effect Of Social Networks Advertisements On Egyptian Consumers’ Purchase Behaviour, Madiha Metawie, Rasha Hussien Mostafa Faculty Of Commerce
The Effect Of Social Networks Advertisements On Egyptian Consumers’ Purchase Behaviour, Madiha Metawie, Rasha Hussien Mostafa Faculty Of Commerce
Business Administration
The purpose of this study is to examine the effects of perceived advertising value of Social Networks adverts (SN ads) on Egyptian consumers’ purchasing behaviour. The researchers based their study on Ducoffe (1996) Advertising Value Model that includes informativeness, entertainment, credibility, and irritation, in addition to materialism and peer influence. Data were obtained from 375 Egyptian respondents. Structural Equation Modelling was applied to examine the research hypotheses. The results supported the positive mediating effect of attitude towards SN ads and purchase intention on the relationship between informativeness, entertainment, irritation, materialism and peer influence on consumers purchasing behaviour. Yet, SN ads …
Final Report: Marketing Internships With Connected, Hadi Kiani
Final Report: Marketing Internships With Connected, Hadi Kiani
SASAH 4th Year Capstone and Other Projects: Publications
Working as the Marketing Coordinator Intern for a tech start-up was an amazing experience. I conducted competitor research, ghostwrote blog posts, ran social media, and aided in a complete company rebrand. Connected is a software product development firm. They partner with ambitious organizations to deliver on the potential of software-powered products. Joining the company halfway through their rebrand, I was immediately thrown into the deep end. Fortunately, I was able to leverage the research and communication skills I had honed through SASAH and translate them into successful contributions. Nevertheless, I had to learn a lot about industry standards, tech jargon, …
The 1st Disrupting Thinking Research Conference Presentation Tu Dublin - An Investigation Of The Personality Traits That Could Identify Vulnerable Young People Who Will Be Susceptible To Undue Influence By Social Media Influencers (Smis), Charles Alves De Castro, Aiden Carthy Dr
The 1st Disrupting Thinking Research Conference Presentation Tu Dublin - An Investigation Of The Personality Traits That Could Identify Vulnerable Young People Who Will Be Susceptible To Undue Influence By Social Media Influencers (Smis), Charles Alves De Castro, Aiden Carthy Dr
Other Resources
This study aims to further the overall understanding of Social Media Influencers (SMIs) and to specifically predict who will be susceptible to influence by them. The main objective of this research relies on to determine whether there is a specific personality profile that predisposes young people to undue influence by social media influencers. Based on previous research published by the journal Frontiers in Psychology titled “The Role of Social Media Influencers in the Lives of Children and Adolescents 1”, a list of potentially harmful content will be compiled. Participants (N=40) in phase one will then be given …
The 11th Annual Graduate Research Symposium 2020 Presentation Tu Dublin - An Investigation Of The Personality Traits That Could Identify Vulnerable Young People Who Will Be Susceptible To Undue Influence By Social Media Influencers (Smis), Charles Alves De Castro, Aiden Carthy Dr
The 11th Annual Graduate Research Symposium 2020 Presentation Tu Dublin - An Investigation Of The Personality Traits That Could Identify Vulnerable Young People Who Will Be Susceptible To Undue Influence By Social Media Influencers (Smis), Charles Alves De Castro, Aiden Carthy Dr
Other Resources
This study aims to further the overall understanding of Social Media Influencers (SMIs) and to specifically predict who will be susceptible to influence by them. The main objective of this research relies on to determine whether there is a specific personality profile that predisposes young people to undue influence by social media influencers. Based on previous research published by the journal Frontiers in Psychology titled “The Role of Social Media Influencers in the Lives of Children and Adolescents 1”, a list of potentially harmful content will be compiled. Participants (N=40) in phase one will then be given …
An Exploration Of Rural Small Business Owners Experience With Internet Marketing, Veronica Monique Triplett
An Exploration Of Rural Small Business Owners Experience With Internet Marketing, Veronica Monique Triplett
Doctoral Dissertations and Projects
This qualitative case study explored how rural small business owners make decisions about using internet marketing as a strategy. To understand the small business owner’s experiences, this study uncovered relevant factors influencing the business owner’s during the decision-making process. The general problem to be addressed is the lack of internet marketing used by small business owners. The project focused on rural small business owners in Sumter and Marengo counties in Alabama, to gain their perspective on internet marketing, the impact that a failure to use internet marketing have on their businesses, and the specific factors that influence them not to …
Using Social Media To Enhance Customer Service: A Study Of Independent Day Spas In Phoenix, Arizona, Krista Fabrick
Using Social Media To Enhance Customer Service: A Study Of Independent Day Spas In Phoenix, Arizona, Krista Fabrick
Doctoral Dissertations and Projects
Social media customer service is becoming increasingly crucial for businesses, and many small businesses struggle in this area. This qualitative study explored how independent day spas use Facebook and Instagram for customer service and their effectiveness on these platforms. The participants included ten small, independent days spas in the Phoenix, Arizona, areas with ten or fewer employees, have less than $1,500,000 in annual revenue, and have a presence on Facebook and Instagram. Four common themes arose from this research. First, day spa owners/managers generally have at least a basic knowledge of Facebook and Instagram. Second, owners/managers are typically the ones …
An Analysis Of Sustainable Marketing And How Is Managed Through Social Media Platforms., Luis Eduardo Medina Zambrano
An Analysis Of Sustainable Marketing And How Is Managed Through Social Media Platforms., Luis Eduardo Medina Zambrano
Business ETD Collections
This paper provides the analysis of sustainable marketing and how is managed through social platforms. Globalization and the rise of the digital era have allowed companies to put more effort in their sustainability practices. Therefore, it is important to know that consumers are smarter more demanding, thus, brands a creating relevant content to share their corporate share values.
The data has been gathered from number of website’s articles, previous studies, books and videos. The current study has been an attempted to build knowledge and to understand the importance of how sustainable brands such as Weleda, Patagonia, Whole foods, McDonalds, Alo …
How Patagonia Apply Triple Bottom Line In Their Marketing Strategy., Paolo Pena Lozada
How Patagonia Apply Triple Bottom Line In Their Marketing Strategy., Paolo Pena Lozada
Business ETD Collections
A sustainable business model generates competitive advantages through the incorporation of values and mission at social media platforms, especially in the clothing sector which is the second most pullulated in the world, by changing business supply chain can impacted environmental positively to save the planet. This case study examines how Patagonia apply triple bottom line in its marketing strategy, by analysing how having an ethical awareness drives brand engagement and the evaluation of the most appropriate Patagonia social media platform (YouTube, Facebook and Instagram) from driving the sustainability. The findings of both questions will lead to building hypothesis regarding if …
Fixing Social Media: Toward A Democratic Digital Commons, Michael Kwet
Fixing Social Media: Toward A Democratic Digital Commons, Michael Kwet
Markets, Globalization & Development Review
In the past few years, big Social Media networks like Facebook, Twitter, and YouTube have received intense scrutiny from the intellectual classes. This article critiques the dominant strain of criticism, the neo-Brandeisian School of antitrust, for its narrow focus on “regulated competition” as an appropriate means to “fix social media”. This essay calls for a socialist alternative: a democratic social media commons based on free and open source technology, decentralization, and democratic socialist legal solutions. It reviews how existing solutions like the Fediverse and LibreSocial work, and how they may provide answers for a better way forward.
Arbor Day Foundation Consultation, Frances Munro, Drew Spadaro, Trevor Lockard, Mason Smalley, Leigh Hanson, Demi Van Reeuwijk
Arbor Day Foundation Consultation, Frances Munro, Drew Spadaro, Trevor Lockard, Mason Smalley, Leigh Hanson, Demi Van Reeuwijk
Honors Theses
Over the past 4 months, our team at the University of Nebraska-Lincoln Business Honors Academy has been working directly with Nebraska’s own, Arbor Day Foundation, or Arbor Day, in hopes of applying our skill sets and mindsets to solve a pressing problem Arbor Day currently faces. We have been tasked with the challenge of identifying creative, scalable, and profitable new business ventures for Arbor Day that will aid the generation of new revenue sources. With these sources of revenue, Arbor Day desires to further inspire people to plant, nurture, and celebrate trees and in turn solve some of the …
Emotional Engagement Of Consumers: A Case Study Between Peloton And Classpass And Their Differences In Branding Initiatives On The Facebook Platform, Meredith Stephens
Emotional Engagement Of Consumers: A Case Study Between Peloton And Classpass And Their Differences In Branding Initiatives On The Facebook Platform, Meredith Stephens
Honors College
This thesis investigates two companies whose products offerings are alike, yet their branding via the Facebook platform is different. Throughout this thesis, there will be research gathered from organic Facebook posts between the two companies’ brand pages on the Facebook Platform. The research consists of total reactions as well as comments on a per post basis for various posts throughout September of 2018 and 2019. The raw data that this thesis will be using will be positive emotionality scores from LIWC1 (after comments are entered and run through the software) as well as the total number of reactions (likes, loves, …
How College Departments Can Use Inbound Digital-Content Marketing To Effectively Recruit Students: Exploratory Research, Preliminary Recommendations, And Unanswered Questions, Julie M. Pharr
Atlantic Marketing Association Proceedings
No abstract provided.
The Brand Axis: Strategic Impacts Of Loyalty And Engagement Within The Social Media Magnet Theory, Kyle A. Huggins, J. Elliott Cunningham
The Brand Axis: Strategic Impacts Of Loyalty And Engagement Within The Social Media Magnet Theory, Kyle A. Huggins, J. Elliott Cunningham
Association of Marketing Theory and Practice Proceedings 2020
The Social Media Magnet is presented as a new pedagogy for organic, inbound marketing instruction. This methodology has now been deployed for the last four years across multiple universities combining a digital online delivery system with a new theory and a live online practicum to teach college students both strategic and tactical planning for inbound marketing campaigns. Using live website creation, social media planning tools, and email retention campaigns, students using this pedagogy learn the best practices for inbound marketing. This is not a simulation, but a live practicum that teaches students real-time inbound marketing principles. This paper recaps the …
Early-Career Professional Athletes, Social Media Marketing, And Sponsorship, Nichada Satasuk, Gallayanee Yaoyuneyong
Early-Career Professional Athletes, Social Media Marketing, And Sponsorship, Nichada Satasuk, Gallayanee Yaoyuneyong
Association of Marketing Theory and Practice Proceedings 2020
The sports marketing industry has changed in the new era of easy internet access and ubiquitous mobile devices. Sports marketers are beginning to use social media platforms, such as Facebook, YouTube, Twitter, and Instagram, to promote their brands and to connect with fans. In addition, legislative trends and announcements by the NFL and NCAA show that individual athletes, early in their professional careers (at the college level), will be able to profit from their names, images, and likenesses. While research into social media marketing by sports brands is existent and growing, most studies are concerned with the strategies and impacts …
Analyzing The Social Media Presence Of Nike, Adidas, And New Balance Using Social Listening, Sean P. Fontaine
Analyzing The Social Media Presence Of Nike, Adidas, And New Balance Using Social Listening, Sean P. Fontaine
Honors Theses and Capstones
No abstract provided.
Leveraging User Experience Expertise For Engaging And Sustainable Social Media, Jon Jeffryes, Kiersten Quilliams, Cara Medvendenko, Katie Alphenaar
Leveraging User Experience Expertise For Engaging And Sustainable Social Media, Jon Jeffryes, Kiersten Quilliams, Cara Medvendenko, Katie Alphenaar
Conference Proceedings
This presentation discusses an evolution of our staffing model that revived our library’s Twitter account, beginning with creating a sustainable workflow to allow for more engaging content by leveraging the expertise and creativity of front line user experience staff. We’ll discuss the entire evolution from having a single librarian generating content to this team-based approach, discuss missteps, and share the positive outcomes. Lastly, we’ll discuss meaningful assessment to ensure the identifying and transmitting of key messages frequently and effectively, and sustainable expansion into new social media platforms.
Social Media And The C-Suite: The Ethical And Legal Implications, Toni P. Mulvaney J.D., Melissa Baldo J.D., Marleen Swerdlow J.D., Frank Cavaliere J.D.
Social Media And The C-Suite: The Ethical And Legal Implications, Toni P. Mulvaney J.D., Melissa Baldo J.D., Marleen Swerdlow J.D., Frank Cavaliere J.D.
Southwestern Business Administration Journal
The last twenty years has seen phenomenal growth of social media, with companies such as Facebook, Linked In, and Twitter seeing their registered users growing into the hundreds of millions worldwide (and, in the case of Facebook, over a billion). The advantages of using social media have been touted by many, and fortunes have been made by savvy practitioners with a deft hand at using social media to their advantage. However, as with any new technology unintended consequences have begun to unfold. These consequences have been thrust to the forefront as several high-profile corporate executives and celebrities have sabotaged their …
Social Customer Relationship Management In Rural Commerce: A Study Of Small Businesses In Southern West Virginia, Timothy John Anderson
Social Customer Relationship Management In Rural Commerce: A Study Of Small Businesses In Southern West Virginia, Timothy John Anderson
Doctoral Dissertations and Projects
The limited-resource context in which small businesses operate impedes the ability of the proprietors of small businesses in implementing customer relationship management. Despite the availability of a more cost-effective alternative in the form of social customer relationship management, there is a failure to utilize the practice because of a lack of knowledge of the use of social media platforms for the purposes of customer relationship management. The purpose of this study was to explore the influence that the use of social customer relationship management has on the small businesses located in Southern West Virginia. The study used a qualitative research …