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Full-Text Articles in Marketing
#Reviewbowlinggreen: Food And Attractions Guide For International Students, Kanyawee Skulsillapakorn
#Reviewbowlinggreen: Food And Attractions Guide For International Students, Kanyawee Skulsillapakorn
Mahurin Honors College Capstone Experience/Thesis Projects
Being in a different country, far away from home, surrounded by strangers that speak a different language than your mother tongue is daunting. Most international students often feel out of place when they arrive in America for the first time. What can we do to change international students’ perspective of Bowling Green from one of being a “boring, small town” to a vibrant growing community? This project will use social media platform like Facebook to promote restaurants and other attractions. Users can write reviews of restaurants, shops, and places to visit in Bowling Green. By including the hashtag #ReviewBowlingGreen on …
Viral Hollywood: How Social Media & Other Emerging Technologies Have Molded The Modern Moviegoing Landscape, Benjamin P. Conniff
Viral Hollywood: How Social Media & Other Emerging Technologies Have Molded The Modern Moviegoing Landscape, Benjamin P. Conniff
Mahurin Honors College Capstone Experience/Thesis Projects
There’s no denying that the rise of the internet has brought about change in the Hollywood landscape. Fans now use social media, like Facebook and Twitter, to share word-of-mouth about movies both good and bad. In a sense, anyone can use these new “spreadable media” to be a critic. I myself took it one step further and started my own film review blog. I was even published in the College Heights Herald student newspaper for over a year! In gauging my audience’s tastes in social media usage and in film, I have uncovered the fact that the hot-button marketing issues …
[Sabbatical Report], Joanna Phillips
[Sabbatical Report], Joanna Phillips
Sabbatical Reports
Research suggests that 2.4 billion conversations about brands occur daily in social media. Managers consistently cite consumers being negative as the number one fear upon entering social media, yet few organizations have policies in place to handle negative comments and there is a lack of research focusing on how to strategically handle negativity from consumers on social media. My sabbatical project addresses this paucity in the marketing literature by developing a construct called "Consumer Social Voice," defined as public complaining behavior attempting to change the operations of an organization.