Marketing Commons^™

Esg To Brand Equity: Stake Holders, Social Media & Signaling., Sowmdeb Sen

Association of Marketing Theory and Practice Proceedings 2024

The value of the companies increasingly consists largely of intangible values such as brand equity. Intangible decisions like involvement in ESG present a considerable opportunity for different stakeholders to impact brand equity. Signaling theory suggests that firms use signals to overcome information asymmetry (Karanges et al, 2018; Grinblatt et al,1998) when firms signal achievements and ESG. How do stakeholders share and signal ESG information and achievements in social media to drive brand equity? The author argues that CEO characteristics and investor base shape the firm’s social media ESG-brand management strategy in driving brand equity.

Social Media Marketing: Coffee Chains, Sunny Woods

Whittier Scholars Program

Coffee chains use various marketing strategies on social media to engage their target audience. I specifically examined Coffee Bean & Tea Leaf, Starbucks, and Dunkin’ through their content and the number of likes and comments on Twitter, Instagram, and Facebook for the year of 2022. I found that Coffee Bean & Tea Leaf uses psychographic segmentation, real time marketing, and seasonal marketing for their content. They focused on targeting users who live in California by posting content that goes along with California’s weather, such as cold drinks even in the winter time. Starbucks posted content that was emotion evoking, action-inducing, …

Just Following Up: My Experience As A Summer Student Administrator For Osler, Hoskin & Harcourt Llp, Bridget Leslie

SASAH 4th Year Capstone and Other Projects: Publications

In this paper, I reflect on my experience as a Summer Student Administrator for Osler, Hoskin & Harcourt LLP where I acquired skills such as proficiency in various software and data analysis as well as professional communication, confidence, and organization. I applied these skills daily to produce quality work, and I am still applying these skills to my academic and personal life almost a year later. The culminating experience of the summer was presenting my own data analysis to a group of executives, which helped me improve my presentation skills and foster confidence in my own abilities. In addition to …

Role Of Social Media On Travel Destination Decision-Making: Young American’S Motivation, Attitude, And Behavioral Intention, Wooyang Kim, Dale A. Cake, Hyun Sang An

Association of Marketing Theory and Practice Proceedings 2023

This study aims to examine how social media influences American Millennials’ and Gen Zers’ travel destination decision-making process in an integrative theoretical framework of the Uses and Gratification Theory and Theory of Reasoned Action. Young generations, who desire escapism and entertainment in order to relax through their everyday lives, are looking for value brought to their lives from vicarious out-of-routine experiences through social media, which engenders process gratification. This process evokes the desire to experience and explore the destination they viewed on social media, inducing vicarious pleasure that leads to affective responses toward the travel destination. Notably, a positive …

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.

Vignettes: Social Media Practices Of Selected Social Enterprises In The Philippines, Raymund B. Habaradas, Ian Benedict R. Mia

Center for Business Research and Development

Social media enable firms to engage their consumers at a lower cost and at a higher level of efficiency than traditional communication tools. Using the typology for social media marketing of Coursaris et al (2013), we illustrate how two Philippine social enterprises, namely Human Nature and HOPE, utilize social media, specifically their Facebook brand pages, to promote their social and economic objectives.

Our exploratory study shows that social enterprises adopt different approaches in crafting the messages they release on social media. Their choice of highlighting either their products or their advocacies are influenced by the nature of their products and …

The Artist's Artist, Katherine Cacopardo

Honors Scholars Collaborative Projects

My senior project is the creation of a brand identity that explores how sounds, words, and imagery work together to create a complete experience by illustrating the recorded music and lyrics of fellow honors student McCall Chapin. My project includes album/single artwork, one music video, one lyric video and lyric video concepts for each of the other songs, streaming strategy, social strategy, and supplementary photos and graphics for promoting the work on social media. The idea is to create a complete brand that not only fits who McCall Chapin is as an artist but also visually tells the story of …

The Effects Of Sponsorship Disclosure On Consumer Perceptions, Evan Leonard

Honors Projects in Marketing

This study examines the effects of sponsorship disclosure by social media influencers on consumer perceptions. Influencers on the social media platform Instagram were focused on, testing consumer perceptions of trust, relevance, engagement, feelings towards the brand, and purchase intentions. The study was done through exploratory survey research analyzing the effects of different sponsorship disclosures on the variables (N=93). The study found a sponsorship announcement to show significantly positive results across the variables, with a discount code also shown to be significantly positive towards purchase intentions.

Complementary Effects Of Crm And Social Media On Customer Co-Creation And Sales Performance In B2b Firms: The Role Of Salesperson Self-Determination Needs, Omar S. Itani, Ashish Kalra, Jen Riley

Marketing Faculty Publications and Presentations

Highlights

• Social media, CRM technology & social CRM enrich the knowledge of salespeople.

• Social media, CRM technology & social CRM support value co-creation efforts.

• Knowledge mediates the effects of social media, CRM technology, and social CRM.

• Job autonomy & sales quota ease moderate the effect of knowledge on value co-creation.

• Value co-creation increases sales performance.

Abstract

This study examines the effects of salespeople's social media and customer relationship management (CRM) technology use on value co-creation through knowledge and the downstream impact on sales performance. Based on task-technology fit and self-determination theories, the findings reveal that social media, CRM technology, and …

Influence Of Social Media Posts On Service Performance, Carol L. Esmark Jones, Stacie F. Waites, Jennifer Stevens

Marketing Faculty Research and Publications

Purpose

Much research regarding social media posts and relevancy has resulted in mixed findings. Furthermore, the mediating role of relevancy has not previously been examined. This paper aims to examine the correlating relationship between types of posts made by hotels and the resulting occupancy rates. Then, the mediating role of relevancy is examined and ways that posts can increase/decrease relevancy of the post to potential hotel users.

Design/methodology/approach

Within the context of the hotel industry, three studies were conducted – one including hotel occupancy data from a corporate chain – to examine the impact of social media posts on relevancy …

Rise Of Social Media Influencers As A New Marketing Channel: Focusing On The Roles Of Psychological Well-Being And Perceived Social Responsibility Among Consumers, Jihye Kim, Minseong Kim

Integrated Strategic Communication Faculty Publications

This empirical research investigated the structural relationships between social media influencer attributes, perceived friendship, psychological well-being, loyalty, and perceived social responsibility of influencers, focusing on the perspective of social media users. More specifically, this study conceptually identified social media influencer attributes such as language similarity, interest similarity, interaction frequency, and self-disclosure and examined the respective effects of each dimension on perceived friendship and psychological well-being, consequently resulting in loyalty toward social media influencers. The authors collected and analyzed data from 388 social media users in the United States via Amazon’s Mechanical Turk with multivariate analyses to test the hypothesized associations …

Slogans As Persuasive Accelerants Of Electronic Word-Of-Mouth Communication: A Preliminary Conceptual Model, Theo Lynn, Pierangelo Rosati, Charles M. Wood

Association of Marketing Theory and Practice Proceedings 2022

Brands have been conceptualized as being made up of three different components: name, logo and slogan (Keller 1993, Dass, Kumar, Kohli, & Thomas, 2014). Slogans are short, memorable phrases that are often used to sign off on advertisements. They characterize a large proportion of brand advertising and are designed to attract consumer attention, crystallize brand positioning, increase advertising memorability, and improve brand affinity (Keller, 1993). Slogans have been part of our world for millennia, and a staple in the advertising world since its inception. Less complex messages – i.e., slogans – have been associated with improved advertising effectiveness (Lowrey 1998). …

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 …

Exploring The Effects Of Linguistic Elements Of Social Media Corporate Apologies On Consumer Responses, Laurel Johnston

Association of Marketing Theory and Practice Proceedings 2022

In the current landscape of social media, consumers bring product and service failure complaints directly to brands daily. Whether such complaints are routine or hold potential for great consequence, social media’s viral nature means any brand-to-consumer interaction could become a public crisis if handled incorrectly. Corporate apologies are an effective strategy to mitigate negative audience sentiment and reduce online interactions that damage brand reputation. This study will manipulate previously identified but largely untested linguistic components of corporate apologies on Twitter, including personal greetings and closures and directives, to test their effects on consumers’ perceived apology sincerity, forgiveness, purchase intentions, and …

Saving Face: Comparing The Effects Of Endorsement Marketing Strategies On Millennial Americans, Alessandra Noli, Sindy Chapa, Daniela Castillo, Tim O'Hara, Anna Dean, Tyler Trobert

Association of Marketing Theory and Practice Proceedings 2022

The rapid boom of social media in the 21^st century has positioned it as a key instrument in the realm of marketing. Social media has also given rise to a new kind of endorser: the influencer. The present study tested the effects of expert influencers vs traditional celebrities on brand attitude and purchase intentions of makeup products, within a cohort of millennials. Results showed respondents tended to favor the expert influencer in terms of perceived expertise, brand attitude and purchase intention. This has important implications for marketers when it comes to deciding upon an endorser for their brand, with …

Social Media Influencers: Talk Is Not Cheap!, Antoinette Okono

Association of Marketing Theory and Practice Proceedings 2022

Social media influencers are digital opinion leaders who have amassed large followings on social media. Through their content and communication on social commerce platforms, and social networking sites, social media influencers can influence their audience's attitude towards brands and encourage purchase decisions. This paper explores the impact of social media influencers on the relationship between social commerce and purchase intention. Since the relationship between social commerce and purchase intention has been thoroughly examined by researchers, I discover through reviewing the literature how an independent entity can impact social media consumers' attitudes and purchase decisions. Specifically, I analyze the social commerce …

Inside Sales Social Media Use And Its Strategic Implications For Salesperson-Customer Digital Engagement And Performance, Nawar N. Chaker, Edward L. Nowlin, Maxwell T. Pivonka, Omar S. Itani, Raj Agnihotri

Marketing Faculty Publications and Presentations

Highlights

• Inside salespeople rely on four main strategies when it comes to using social media in their roles to engage with customers.

• Inside sales strategic social media use leads to higher levels of customer digital engagement and, ultimately, performance.

• Firm digital technology resources may shape the effects of inside sales strategic social media use.

Abstract

The nature of inside sales has shifted, increasing in autonomy, importance, and scope. Moreover, buyers are changing their preferences from face-to-face interactions to virtual-based relationships, leading to a future full of opportunities for inside salespeople using social media. The practitioner literature suggests that inside sales …

Leatherby Libraries From Home: Online And Social Media Response To The Covid-19 Pandemic, Rachel Karas, Essraa Nawar

Library Articles and Research

Starting March 11, 2020, the day that Chapman University announced that classes would transition immediately to remote in response to the COVID-19 pandemic, the Leatherby Libraries dramatically shifted its marketing strategy and the use of social media to communicate with the student body, faculty, staff, and other community member followers. The Leatherby Libraries used social media during the COVID-19 crisis as both a means of communicating urgent messages to its patrons and also as a tool for engaging community members in the absence of traditional
library tours, events, and exhibits.

Distressing For People’S Lives When Lights Go Off During Facebook Outage, Ramaswami, S.

Research Collection Lee Kong Chian School Of Business

The rise of the super app has changed our lives – and livelihoods – as many of us depend on these social media sites to make a living. Are there alternatives or are we always going to be held hostage? SMU’s Seshan Ramaswami gives his take.

Teenagers’ Moral Advertising Literacy In An Influencer Marketing Context, Emma Sweeney, Margaret-Anne Lawlor, Mairead Brady

Articles

Teenagers are avid consumers of social media and also constitute attractive target audiences for influencer marketing (IM). Teenagers can perceive strong, parasocial relationships with influencers, frequently regarding them as being akin to a peer or a friend. Furthermore, influencer endorsements are observed to carry greater credibility and authenticity than traditional forms of advertising. This therefore raises questions about young consumers’ discernment of, and critical evaluation of the overall appropriateness when influencers act as conduits of commercial messages on behalf of brands. This paper reports on a qualitative study of 29 teenagers aged 15–17 years. The aim was to explore the …

Visual Representation Of Black Students And Its Effect On Enrollment At Predominantly White, Faith-Based Universities, Namon Pope

McNair Scholars Research

As higher education institutions diversify their student body, they employ tactics specifically aimed at reaching prospective students from minority groups. This study examined marketing tactics used by universities through a content analysis of photographs posted to the Instagram accounts of three faith-based universities in the United States. Photographed individuals were classified into different ethnic groups to understand how frequently members of those groups were visually represented. A Pearson Correlation using data gathered from the content analysis and each university’s enrollment and retention data for Black students did not find statistical significance. Limitations of the study and future research are discussed.

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 …

Virtually (Im)Possible: Transitioning To A Virtual Marketing And Outreach Program, Laura Wilson, Corinne Gabriele, Alex Mcconnon, Susan Skoog, Nicole Tantum, Lisa Villa

Staff publications

This article outlines the challenges and successes of a library outreach team at a small New England college campus during the COVID-19 pandemic. In March of 2020, the highly residential College of the Holy Cross in Worcester, Massachusetts, sent almost all students home to continue their classes online—yet no online classes had ever been taught at the college before. For the first time ever, the college’s libraries were in the position to rebuild all promotional communications and activities from scratch—pivoting from a largely in-person setting to an entirely virtual setting. The team quickly created and launched social media campaigns and …

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 …

Kobe Influencer Marketing: Using Social Media To Promote A Herbal Tea Brand, Patricia Lui, Lipika Bhattacharya

Asian Management Insights

In July 2019, Evangeline Leong, co-founder and CEO of Kobe, a Singapore-based start-up providing influencer marketing services, had a challenging task ahead of her.

The Importance Of A Checkmark: An Investigation Into The Perceptions Of Social Media Verification And Its Effects On Consumer Trust, Jazlyn Dumas

Honors College

Media giants, among them Facebook, Instagram and Twitter, support verified accounts. Verification, denoted by a blue checkmark badge visible in search and on one’s profile, is ostensibly a way of confirming one’s identity, yet only accounts with large followings are awarded verification status by the platform. This research investigates the perception of verification in the context of paid partnerships with social media influencers, a topic relatively absent from the literature despite the billions of dollars spent on influencer partnerships. Verified influencers cost more, therefore, this research could allow brands to capitalize their ad return if they are made aware of …

The Evolution Of Women's Opportunities In The Workplace: A Look At The Past To Interpret The Present, Emily Milich

Senior Honors Projects

No abstract provided.

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 …

Advertising During The Covid-19 Global Pandemic: The Rise Of Influencer Marketing Strategies In A Recession, Bre Tenhulzen

Honors Theses

The COVID-19 pandemic reached the United States in January of 2020 and has since impacted nearly all industries, including advertising. Consumers, the guiding factors for all advertising strategies, faced drastic lifestyle changes and behavior shifts which sent current strategies askew. The virus has created insurmountable unknowns, thus advertising and marketing experts must rely on historical and recent data to develop strategies for brands forging ahead. COVID-19 is the first global crisis in the age of social media which has both helped and hindered communication during the crisis. Additionally, emerging influencer marketing strategies are proving more effective than ever as brands …

The Value Of Social Media Advertising Strategies On Tourist Behavior: A Game-Changer For Small Rural Businesses, Nory B. Jones, Patti Miles, Tanya Beaulieu

Marketing Faculty Scholarship

Nature-based tourism represents a growing sector within the tourism industry, and these interests could help improve the conditions of economically disadvantaged rural communities. The new digital landscape, including Internet and social media usage, represents a critical strategic opportunity to inform, educate and reach these tourism segments. The present research examines the impact of social media advertising on nature-based tourism within rural communities. In this research, we utilize the COBRA (Consumers’ Online Brand-Related Activities) model (Muntinga et al., 2011) of consumer behavior to assess the impact social media advertising plays in generating Pre-Consumption, Consumption, Creation, Contribution, and Engagement in rural business. …