Marketing Commons^™

Impact Of Employer Value Proposition And Social Media Use On The Intention To Apply For A Job In The It Industry Of Vietnam, Quoc Trung Pham, Duy Anh Vo

The South East Asian Journal of Management

Research Aims: Human resources are critical for success in the digital economy. However, IT human resources are predicted to be scarce and attracting IT talent is difficult for many enterprises. Currently, employer branding and social media advertising are possible solutions to these problems. This research aims to evaluate the influence of EVP and social media use on the intention to apply for an IT job.

Design/Methodology/Approach: The quantitative research method is used to verify the research model. The sample includes 240 valid respondents from HCMC, Vietnam. The research model includes six independent variables (5 values of EVP and social media …

Tourism-Related Climate Change Perspectives: Social Media Conversations About Canada’S Rocky Mountain National Parks, Farshid Mirzaalian, Elizabeth Halpenny

TTRA Canada 2021 Conference

This study employed quantitative social media big data analysis in conjunction with qualitative analysis of postings to better comprehend online lay discourse of climatic change issues in a nature-based tourism destination, Jasper National Park, Canada. Such mixed methodological approaches to big data enable tourism researchers to not only study unstructured social media big data for future-proofing purposes but to address some methodological concerns often raised about solely using corpus linguistic or thematic analyzes. This study unearthed divergent themes regarding tourists’ perceptions of climate change upon visiting JNP, with the most significant discourses on climate grief, education and interpretation, pro- environmental …

Content Analysis Of Hospital Reviews From Differing Sources: Does Review Source Matter?, Sayeedul Islam, Sara Mir, Caroline Defina, Carolina Silva

Journal of Excellence in Nursing and Healthcare Practice

Social media has had an impact on how patients find and evaluate medical professionals and their experiences of modern healthcare. Qualitative research in healthcare has increased its focus on social media. The present study examined 497 reviews of hospitals in the Pittsburgh area across three websites: Google, Yelp, and Healthgrades. Using computerized content analysis tools (CATA), we analyzed positive and negative comments to identify key themes. Key themes and words included “doctor,” “hospital,” “staff,” and “time.” These findings highlight the importance of medical staff to patient experience. Results indicated that Yelp had the lowest average rating. CATA also revealed that …

Exploring The Effectiveness Of Social And Digital Media Communications On Organization-Public Relationship Building With Employees, Iris Cumberbatch

Antioch University Full-Text Dissertations & Theses

More than a decade after the emergence of social and digital media, professional communicators increasingly use these channels to interact with a wide array of stakeholders. Simultaneously, public relations (PR) and communications leaders seek to understand whether their efforts to communicate and engage with stakeholders through these channels are effective in establishing and building relationships, as well as to measure “effectiveness” in the new technology-driven communications landscape. With this study, I addressed a gap in the academic research with regard to understanding the effectiveness of social and digital media as a communications tool by assessing employees’ perceptions of their organization …

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 …

Cell Phone Ethnography: Mixed Methods And The Brand Consumer Relationship, Robert Nathaniel Dove

Masters Theses

Overall, the goal of this study is to identify and differentiate the various motivations and cultural influences that can be used to explain consumer behavior. In doing so, this study hopes to facilitate the development of new and innovative marketing strategies, providing a new research design for the ethnographer’s toolkit. More importantly, this model can give shape to new constructs and new variables for further empirical testing in the field through quantitative and qualitative methods. By blending the two approaches, using qualitative interpretive anthropological analysis by field study with quantitative sentiment analysis adapted from market researcher Jeffery Breen’s (2012) methodology, …