Marketing Commons^™

“Tiktok Made Me Try It”: Social Media’S New Role In Marketing Strategies And Its Effect On Consumer Behavior, Preston Starkey

Management Undergraduate Honors Theses

This study investigates the impact that social media has on marketing strategies and consumer behavior. Social media has risen significantly in popularity over the past decade, and with the introduction of Social Media Influencers, brands have found a new market to promote their products. However, there is very little research conducted to show how social media users are engaging with the new marketing strategies and how it affects their purchasing behavior. This study begins by performing two case studies on brands that have successfully utilized social media to market their products: Crumbl Cookies and Chipotle Mexican Grill. This study then …

Nonprofit Social Media Internships: A Handbook, Allison M. Laroy

The Cardinal Edge

This brief research report provides details on a study that examines how nonprofits can best prepare their interns and how interns can best prepare themselves for a role in engaging audiences through social media. Through a literature review on nonprofit social media and internships, a series of qualitative interviews with interns and supervisors, and the researcher’s lived experiences as a social media intern, a handbook was developed for nonprofit social media internships. This guide is relevant to the specific experiences of nonprofit social media internships, includes advice on training, mentorship, and best practices, and finally, it incorporates further resources on …

Social Media & Hr: A Bibliometric Analysis, Divyanshu Pawaskar Mr., Priya Sharma Ms., Sanjay Bhattacharya Mr., Monica Kunte Dr., Netra Neelam Dr., Preeti Mulay Dr.

Library Philosophy and Practice (e-journal)

From an HRM standpoint, the better an organisation is able to manage their workforce, the better their performance will be. In doing so, social media nowadays play a major role to this end. Be it talent acquisition, employee engagement, talent management or enhancing employer value proposition, social media profiles are playing a big role for organisations. The onus of which lies to a large extent on the shoulders of the HR department. Merely having pages on social media platforms do not suffice. Proper management and audience engagement become the key for HR. It is not sufficient to just have a …

From Dreaming To Believing: A Review Of Consumer Engagement Behaviours With Brands’ Social Media Content Across The Holiday Travel Process, Dean Creevey, Etain Kidney, Glenn Mehta

Articles

This paper reviews social media user engagement behaviours with brands and proposes a new stage within the travel process. Specifically, the pre-trip stage is examined and investigation into a two sub-stage split is proposed; pre-purchase and post-purchase. Dubbed the Believing phase, this paper calls for research into the patterns of engagement behaviour towards hotel brands’ content at this currently under-researched stage. Current social media-focussed research examines influence on purchasing decisions of users, social media usage on-site, and post-trip evaluation. There remains a conceptual gap highlighting the behavioural patterns of users during the period between initial purchase and subsequent departure.

Top Social Media Marketing Trends 2018, Gabrielle L. Murphy, Garin D. Harris, Demetri J. Morris

Scholar Week 2016 - present

Our compiled data and research, concluding with our forecast for the Top Social Media Marketing trends for 2018. Focusing on both macro and microinfluencers.

Good Game, Greyory Blake

Theses and Dissertations

This thesis and its corresponding art installation, Lessons from Ziggy, attempts to deconstruct the variables prevalent within several complex systems, analyze their transformations, and propose a methodology for reasserting the soap box within the display pedestal. In this text, there are several key and specific examples of the transformation of various signifiers (i.e. media-bred fear’s transformation into a political tactic of surveillance, contemporary freneticism’s transformation into complacency, and community’s transformation into nationalism as a state weapon). In this essay, all of these concepts are contextualized within the exponential growth of new technologies. That is to say, all of these semiotic …

Media Marketing Strategies University Leaders Use To Increase Alumni Financial Support, Wesley Carter

Walden Dissertations and Doctoral Studies

Colleges and universities in the United States could end operations in record numbers largely from financial shortfalls. The Urban Institute reported that nonprofit organizations lost $3.4 billion in reneged pledges from 2013 to 2014 from donor dissatisfaction, creating a problem because financial losses can occur from a lack of understanding on how media marketing efforts affect fundraising. The purpose of this qualitative multiple case study was to identify traditional and social media marketing strategies that some nonprofit college and university leaders use to increase alumni financial support. Interviews took place with 7 college or university leaders at 3 private, nonprofit …

Music Artists' Strategies To Generate Revenue Through Technology, Kalilu Kamara Ii

Walden Dissertations and Doctoral Studies

Music streaming services are increasing, compact discs (CDs) and digital download sales are declining, and many music artists are becoming affected by this positive shift in music technology. Music streaming revenue does not compensate for the decrease in revenue from CDs and paid downloads. Based on organizational configuration theory (OCT), the purpose of this multiple case study was to explore the technology and marketing strategies that small business music artists used to generate sales revenue from the Internet. Six small business music artists who were 18 years or older with different music revenue streams participated in semistructured interviews. These small …

Strategies To Improve Business Performance With Information From Social Media, Taylor Chan

Walden Dissertations and Doctoral Studies

In the past 3 decades, China has experienced rapid economic growth. The China retail market reached renminbi (RMB) 29,651 billion in 2016, up by 10.4% from 2015. Using traditional ways that developed before the Internet era to acquire information regarding customers' changing preferences for products and services in a fast-moving business world is insufficient to support management in the retail industry to make informed strategic decisions. The purpose of this multiple case study was to explore successful customer-centric strategies that business leaders used to improve business performance with marketing information acquired from social media. The population comprised business leaders from …

Straight From The Horse's Mouth: An Examination Of Social Media Usage And Advertising Methodologies In The Sale Of Sporthorses, Michael Willham

Undergraduate Distinction Papers

This study discovered general market conditions as well as buyer and seller behavior in the sporthorse market for the disciplines of Dressage, Show Jumping, and Eventing. The efficient sale of sporthorses in these disciplines is equally as important of a consideration as the marketing and advertising decisions for any other product such as automobiles or electronics. Equids differ from regular products in that they typically have markedly higher inventory costs associated with the maintenance of holding onto a live animal. Therefore, it is arguably more imperative for businesses to determine the quickest and most efficient means to sell them. This …

How Female Online Businesses And Brands Are Using Instagram Stories, Hannah N. Vanderslice

College of Journalism and Mass Communications: Theses

Instagram is one of the newest forms of social media that impacts its audience on a visual level, since the content is centered on photos and videos. Their newest feature, Instagram stories, is temporary videos and/or photos strung together to form a gallery, which has been compared to Snapchat’s version of live stories. Instagram stories offer a unique opportunity for businesses to take advantage of the temporary, 24-hour platform that shows specific frame-by-frame analytics that help create efficient and compelling content to repost permanently that helps organic search engine optimization. As a cost-effective means of advertising, early adopter large and …

Buying Love Through Social Media: How Different Types Of Incentives Impact Consumers’ Online Sharing Behavior, Yueming Zou

Marketing Theses & Dissertations

A key issue in social media marketing is insufficient consumer participation and engagement. Oftentimes companies have to devise tactics to encourage more social sharing of brand messages, such as through the use of incentives and rewards. Previous research has investigated incentive effects under the traditional offline context, which addresses mostly economic exchanges and fails to consider the social dynamics of the social media environment. Addressing this gap, this research aims to answer the following research question: how can companies target different consumers with different incentives to maximize consumer sharing through social media? Specifically, the present research proposes three factors that …

A Systematic Review Of Anti-Brand Website Literature: What We Know And What We Need To Know, David L. Williams, Ellen Kolbas

Atlantic Marketing Association Proceedings

The emergence of Web 1.0 began an evolution in electronic communication. This platform resulted in a unidirectional communication flow (e.g. firm to consumer) that featured firms generating messages for public consumption. Web 1.0 gave rise to Web 2.0 and 3.0 platforms that facilitate bi-directional communication between firms and the public. This new method has resulted in an increase in consumer empowerment to create and disseminate marketing messages of their own (Williams, Crittenden, Keo, & McCarty, 2012). Third party stakeholders are disseminating electronic word-of-mouth communications about companies through the use of video, reviews, forums, microblogs and multiple other channels (Gil-Or, 2010). …

An Application Of Social Media Marketing For Community Sustainable Development, Lei Huang, Amelia Clarke, Wen Tian, Natalie Heldsinger

Atlantic Marketing Association Proceedings

Though the social marketing approach has been developed from commercial marketing, it is a holistic approach from various social sciences disciplines like marketing, psychology, sociology, mass communication and economics. It is basically an art to explore new ways of analyzing problems and solving them effectively. For instance, social marketing influences sustainability through the use of marketing principles to increase awareness, understanding, change attitudes, and motivate the society to change, adopt, or sustain a particular behavior. This paper attempts to explore a framework of social media in light of disseminating the knowledge of a community-wide sustainability plan among various stakeholders. Policy …

The Significance Of Social Media And Website Use In The Promotion Of Regional Festivals, Áine B. Organ

Theses

The purpose of this thesis is to demonstrate the significance of social media and the use of website in the planning of an event. In any industry, communication is vital to the development process. This communication is especially important in the event planning industry. Communication with suppliers, civil servants, clients and general publics is an element of every event. Promotion falls under the communication process. This promotion can be done via: press releases; fliers; posters; word of mouth; traditional media and social media. Social media is a growing importance in relation to the promoting of events.

Those who have worked …

Social Recruiting: The Role Of Social Networking Websites In The Hiring Practices Of Major Advertising And Public Relations Firms, Keri Cook

Senior Honors Theses

The purpose of this study is to determine the role that professional networking websites, such as LinkedIn, play in the hiring decisions of talent recruiters at major advertising and public relations firms. A study of literature relating to social media, traditional recruitment techniques and legal implications regarding the use of networking websites in the hiring process provided a foundation for the study. Primary research, in the form of online surveys distributed to hiring managers at some of the largest international advertising and public relations firms, was conducted to set a foundation for understanding the use of networking websites in the …

Communicating During An Organizational Crisis: Using Facebook As A Relationship Management Tool, Vjollca Hysenlika

USF Tampa Graduate Theses and Dissertations

The purpose of this study was to determine how organizations communicate on Facebook during a crisis, from a relationship management perspective, and how their interactivity, responsiveness, and transparency affect their Fan page's relevance, importance, and appeal. In this study, the researcher conducted a controlled experiment to examine if a strategized Facebook Fan page that contained a high level of interaction, responsiveness, and transparency contributed to long-lasting relationships with fans or helped organizations recover/prevent a crisis. The researcher created eight different conditions (Facebook Fan Pages) presenting a crisis message, and recruited 200 students (25 participants per condition) from the University of …