Marketing Commons^™

Launching An Online Boutique And Analyzing Digital Marketing Strategies Used, Kayla Weyers

Honors Theses

Digital marketing is becoming more relevant and widely used in the marketing industry. In order to use the marketing skills that I have learned through my marketing major in a real-world scenario, I launched an online women’s clothing store called Ash + Grae. This paper examines the start-up process and legal obstacles of opening a small business. It also analyzes the different marketing techniques by comparing digital marketing strategies such as social media, influencer, email, and SEO marketing.

Advising 101 For The Growing Field Of Social Media Influencers, Stasia Skalbania

Washington Law Review

The Federal Trade Commission (FTC) protects consumers from unfair and deceptive business practices. In 2019, the FTC released the “Disclosures 101 for Social Media Influencers Guide” (herein referred to as the “2019 Influencer Guide”). The 2019 Influencer Guide outlines advertisers’ and endorsers’ specific responsibilities relating to the advertising and marketing of products on social media platforms. Despite the extensive information provided within the 2019 Influencer Guide, there is still great confusion regarding endorsement disclosure requirements, and many brands and influencers are not in compliance with FTC recommendations. This Comment provides guidance to brands and social media influencers on how to …

An Investigation Of Teenagers’ Advertising Literacy In The Context Of The Brand-Rich Environment Of Social Media, Emma Sweeney

Doctoral

Teenagers are avid consumers of social media and consequently, constitute attractive target audiences for marketers. On social media, advertising can be integrated into content such as YouTube videos and Instagram posts which means the boundary between commercial content (the advertisement) and non-commercial content (e.g., the video in which the ad appears) becomes increasingly blurred. Therefore, in this context, the consumer must be able to navigate a minefield of overt and covert advertising that is disseminated by a range of sources, including brands and social media influencers. A resulting concern for academics, parents and policy makers alike relates to young people’s …

The Oversharenting Paradox: When Frequent Parental Sharing Negatively Affects Observers’ Desire To Affiliate With Parents, Sona Klucarova, Jonathan Hasford

Marketing & Entrepreneurship Faculty Publications

Modern-day parents increasingly engage in sharing of their children’s information and photos on social media. However, when parents post about their children on social media with high frequency, the phenomenon of “oversharenting” occurs. This research explores the impact of oversharenting on others’ desire to affiliate with parents. While parents post about their children to socialize with others, three experimental studies conducted with U.S. residents recruited via Amazon Mechanical Turk demonstrate that parents who oversharent are viewed as less desirable acquaintances than parents who do not. This effect is mediated by observers’ perception that oversharenting constitutes a social norm violation (Study …

Social Media Marketing Adoption Strategies: An Exploratory Multiple Case Study Of Landscape Industry Small Businesses, Crystal Lupo, Jason R. Stroman

Journal of Social, Behavioral, and Health Sciences

Despite research contending that marketing is a pivotal factor in small business success, many small business owners continue to underutilize low-cost marketing options available to them. Of these options, social media marketing is a useful tool to maintain competitiveness in the larger marketplace. However, the adoption of social media best practices in small business remains deficient. The landscape industry is a large and growing field with small businesses making up a large and growing share of the industry. Yet some landscape industry small business owners lack strategies to adopt innovative social media marketing strategies to help ensure business viability. This …

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.

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 …

The Impact Of Social Media On The Sales Cycle And Prospecting, Mike Serkedakis, Gary L. Selden, R. Keith Tudor

Atlantic Marketing Association Proceedings

Sharing information and networking with business contacts are the crux of social media in sales. The use of social media platforms (e.g., LinkedIn, Facebook and Twitter) for all phases of the sales cycle is a relatively new technique, about 20 years since the arrival of the internet and associated technologies. Research to measure the impact of social media on the sales cycle time is not adequately addressed in the current literature. Our research highlights the impacts of social media on this important business function and examines individual performance aspects associated with the use of social media.

Exploring Motivations And Usage Patterns Of Social Media Users, Anita Whiting

Atlantic Marketing Association Proceedings

Social media is an important aspect of marketing today. According to Hanna et al (2011), social media is not an optional part of marketing strategy but a mandatory component for most companies today. Social media usage is rapidly growing. Facebook, the largest global social network, has over 1.19 billion users with an annual growth rate of eighteen percent (Aichner & Jacob 2015).

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 Best Social Media Practices For An Individual Franchisee In The Restaurant Industry, Stephanie Francesca Ronca

Journalism

No abstract provided.

Social Media Helps Small Businesses, Nicholas J. Oxborrow

UNLV Theses, Dissertations, Professional Papers, and Capstones

Beemer and Shook (2009) explain that developing customers one at a time is the only way. There are no short cuts to this. Traditionally, a small business would develop their relationships by going from door-to-door to raise awareness and grow their brand. How fast they achieved this depended on the budget and time available to their business. Traditionally, large businesses had the power of reaching their markets through huge advertising budget, which small companies could not match.

In today’s business environment, social media has become a new marketing tool that is available to all businesses, that instantly develops relationships with …

Integrating "Employability" Into The He Curriculum: Case Studies Of Online Portfolio Implementation In The Uk, Lisa Harris, Paul Harrigan, Annette Naudin

Dr. Paul Harrigan

In today’s global market place employers are seeking high level skills of communication, networking and entrepreneurship in their potential employees. Increasingly, these skills extend to online methods of engagement through social media. The idea of the ‘digital native’ suggests that students are able to use such tools effectively, having grown up with these technologies, but more recent research suggests otherwise.

We argue that a traditional university education does not in itself equip students for the modern workplace, and that effective integration of digital research, communication and creative skills into the curriculum is required. The implementation of what we have labelled …