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Full-Text Articles in Marketing
A Social Marketing Plan For The Lester C. Howick Animal Shelter, Joseph Michael Spiegelhoff
A Social Marketing Plan For The Lester C. Howick Animal Shelter, Joseph Michael Spiegelhoff
Graduate Theses and Dissertations
The Lester C. Howick Animal Shelter (Howick) is a non-profit organization serving Washington County, Arkansas and the Northwest Arkansas community. This thesis offers Howick a comprehensive Social marketing plan. The goal of the animal shelter is to increase the total number of cats and dogs adopted, increase the total amount of donations, and increase the number of volunteers helping at the facility and various events. In order to accomplish these goals for 2016, a Social marketing plan was developed through research on other non-profit organizations, other animal shelters, communication with the shelter employees, crafting a public service announcement (PSA), and …
It's All About Me: How Self-Brand Connection And Social Media Interactivity Influence Purchase Intent, Shannon Taylor Mccarthy
It's All About Me: How Self-Brand Connection And Social Media Interactivity Influence Purchase Intent, Shannon Taylor Mccarthy
Graduate Theses and Dissertations
Social media is ubiquitous and allows consumers to display identity by through possessions through posts, images, and interactions. The self is all the individual calls their own and is expressed outwardly through everything visible, including possessions, relationships, and interactions. They tell their story through the display of envy-inducing artifacts, and create a perfect, photoshopped life. Consumers seek a connection to positively viewed brands they feel are self-representative through interaction. This dissertation seeks to better understand consumer rationale for and gratification from online brand engagement and how that, in turn, impacts the brand. Three studies examined the effects of self-brand connection, …