Social and Behavioral Sciences Commons^™

Factors Behind Dissuasion To Green Products Among Young Consumers: A Qualitative Study, Anitha Acharya Dr.

The Qualitative Report

The current estimated market share for green consumption is less than five percent worldwide, therefore it is very important to understand the factors that stimulate non green consumption among young consumers since this can promote environmental thinking at an early age and also to increase the demand for green products. In these circumstances, emerging countries like India have contributed very less to the consumption of green products and environmental effects. India is among the fastest growing economies in the world. With the increase in population as well as in disposable income, India is expected to see a growth in green …

Online Advertising And Consumer Behavior In Tunisia, Rabeb Hamdi, Romdhane Khemakhem

Atlantic Marketing Journal

The aim of this study was to present new mediating and moderating variables in the relationship between online advertising and purchase intention as well as visiting the store. Therefore, a qualitative study of 17 Tunisian Internet users was conducted (semi-structured interview). Results showed that the lifestyle change and the disposition to visit the store are the mediating variables between these consequences and electronic advertising (purchase intention and visiting the store). Furthermore, the involvement with the product is the moderating variable between e-advertising and lifestyle change, including disposition to visit the store.

Group Brands As An Innovative Pedagogical Tool: Using Marketing Theory In Real-World Collaborative Teaching, Cheryl A. Tokke

Atlantic Marketing Journal

This teaching and learning pedagogy paper demonstrates how group brands were used as interdisciplinary teaching tools in marketing, business, research, and social science classes by applying theories of branding, collaborative learning, affinity, and social identity in experiential learning. There were two primary reasons why this project was done. First, implementing a pedagogical tool would bring students together in a collaborative team over the period of a semester gaining a critically important business tool; the requirement of working in teams and networked relationships. Second, by enriching the curriculum of business marketing and social science courses through incorporating a semester long term-based …

The Role Of Social Media And Social Networking As Marketing Delivery Systems For Preventive Health Care Information, Joe Cangelosi, David Kim, Ken Griffin, Ed Ranelli

Atlantic Marketing Journal

The use of social media and social networking (SM&N) is prevalent in health care. Through social media, individuals can access information to enhance their overall health and well-being. Given that prevention is crucial to a long healthy life, as well as restraining escalating health care costs, this study offers insights into the types of social media and networking platforms that health care consumers consider most important, especially with regard to obtaining Preventive Health Care Information (PHCI). Further, it goes on to identify the demographics of persons who consider social media and social networking platforms as most important. This research used …

The History And Evolution Of The Market For ‘Delebs’ (Dead Celebrities), Denver D'Rozario, Guang Yang

Atlantic Marketing Journal

In this paper, we survey the history behind the growing market for dead celebrities (‘Delebs’) in their role of creating secondary brand associations. According to some estimates, this market is now worth $2.25 billion in annual licensing and royalty revenues (CBC 2013). We begin, by defining key terms that are used in this market. Next, we do a survey and analysis of the major events that have given rise (intentionally or unintentionally) to this market. For ease of discussion, we discuss these historical events grouped by era. We follow this with a summary of the major events and trends that …

Islamic Expression On Instagram Social Media: Marketing Communication Strategies Equestrian And Archery Tourism In Indonesia, Elan Jaelani, Lukiati Komala Erdinaya, Rohanda Rohanda, Susie Perbawasari

Library Philosophy and Practice (e-journal)

This study aims to determine the use of symbols of Islamic expression on social media Instagram as a marketing communication strategy of Equestrian and Archery Tourism in Indonesia. This research was conducted using a qualitative approach to the content analysis conducted on three official Instagram social media accounts from the three most popular Equestrian and Archery Tourism destinations in Indonesia. The results showed that most uploads on the Instagram account of equestrian and archery tourism in Indonesia display symbols of Islamic expressions, such as on images, captions, and hashtags. This study also discusses the positive responses from Instagram users to …

Luxuriously Succeeding In China, Singapore Management University

Perspectives@SMU

To succeed, luxury brands in China must speak to the aspirations and yearnings of young Chinese and help them become a “better me"

Gender And Racial Diversity In Commercial Brands’ Advertising Images On Social Media, Jisun An, Haewoon Kwak

Research Collection School Of Computing and Information Systems

Gender and racial diversity in the mediated images from the media shape our perception of different demographic groups. In this work, we investigate gender and racial diversity of 85,957 advertising images shared by the 73 top international brands on Instagram and Facebook. We hope that our analyses give guidelines on how to build a fully automated watchdog for gender and racial diversity in online advertisements.

Caregiver Companion: A Service-Learning Initiative In Tippecanoe County, Danielle Auckley, Jack Harber

Purdue Journal of Service-Learning and International Engagement

In this paper, we share our reflection of our semester-long service learning and community engagement project in partnership with a local organization in Lafayette called Caregiver Companion. Caregiver Companion is a non-profit organization serving the elderly and disabled community in Tippecanoe County by providing companionship and respite breaks for overwhelmed caregivers. Our English 420 Business Writing class assisted Caregiver Companion on publicizing the organization to Purdue students as well as community members with digital communication materials. With a close partnership with the Caregiver Companion staff, we created materials such as newsletters, brochures, advertisements, and videos to bring their mission to …

How Commercial Advertising Enforces Gender Stereotypes Among Children And The Ways This Affects Them Psychologically, Abigail Frisoli

Sacred Heart University Scholar

Some people believe that children of different sexes are born with completely separate preferences and mindsets which are permanent and predetermined. However, children are very influenced by their surroundings, which is often the main deciding factor which is predetermined by parents and caretakers from birth. Separating children by gender puts them into boxes, stunting their ability to make their own decisions and creating stereotypes. This segregation is painfully apparent in commercial advertising and is proven to have affected children psychologically in ways that can be detrimental.

Character Content As An On Line Branding Strategy In Indonesia’S Fashion Creative Industri, Sri Dewi Setiawati 1, Asep Suryana 2, Dadang Sugiana 3, Centurion Chandratama Priyatna 4

Library Philosophy and Practice (e-journal)

The basic problems of SME actors are capital and marketing. the internet and social media have become widely used media in conducting marketing communication strategies. The problem is that there are still a few SME actors who can make optimal use of the internet and social media as a marketing communication strategy. most of the SME actors use influencer strategies from public figures at a high cost. This strategy is considered to be less effective, and burdensome to SME actors, who have problems with capital. Some of the SME actors have succeeded in developing marketing communication strategies by optimizing the …

The Art Of The Rebrand: Utilizing Strategic Communications To Obtain Employee Buy-In During A Rebrand, Samantha Azizo

Student Theses and Dissertations

The purpose of this study is to identify how organizations can effectively communicate with employees during a rebrand in order to obtain their acceptance of the changes, otherwise known as employee buy-in. Prior research has found that employee acceptance of a rebrand is a contributing factor towards a successful rebrand; however, prior research fails to determine how the rebrand can be best communicated to employees to obtain their buy-in. The research performed for the study took place in two parts. First, 142 online surveys probing employee and consumer perception about rebranding were performed. Secondly, three semi-structured interviews with professionals who …

Essays On Marketing Strategy, Chang Liu

Arts & Sciences Electronic Theses and Dissertations

In this dissertation, I apply game-theoretical methods in the context of marketing research and investigate the effects of stylized facts in behavioral economics. Chapter 1 studies the effects of managerial optimism on firms’ performance. Research has shown that many managers and entrepreneurs tend to be optimistic and are inclined to believe that negative shocks happen to them less frequently than to others. However, there is also evidence suggesting that such optimism is often inaccurate in reality and managerial optimism can lead to the failure of a company. We develop a game-theoretic model to investigate the impact of managerial optimism on …

Creative Innovation Online Relationship Marketing Islamic Fashion E-Commerce In Indonesia, Melly Maulin Purwaningwulan, Asep Suryana, Uud Wahyudin, Susanne Dida

Library Philosophy and Practice (e-journal)

This research aimed to in-depth analysis and provide solutions about the processes and forms of online relationship marketing e-commerce Islamic fashion. This study used qualitative approach with case study method. Evidence or data for research purposes came from documents, archival records, interviews, direct observation, participant observation, and physical devices. Data validity test conducted through several tests which included credibility, transferability, dependability, and confirmability test. Relationship marketing cannot be purely online, synergies between online and offline activities are needed to be more effective. Community has become the power of relationship marketing for Islamic fashion e-commerce in Indonesia. Programs conducted by community …

Is Pakistani State At War With Free Press?, Umer Bin Ajmal

MSJ Capstone Projects

Pakistan’s media scene today depicts a similar picture where many journalists say they have been “conditioned” to self-censor news. But unlike Pavlov using a sound as a stimulus, certain “powers that be” use threat and violence to intimidate journalists and force them to behave in a certain way. Psychologists around the world say there is a lesson in this experiment: it demonstrates that human behavior, too, can be manipulated or maneuvered through conditioning.

Event Turnament Turnover Terbesar | Pokergocap, Joni Gocap

Joni Gocap

The Personalization-Privacy Paradox Explored Through A Privacy Calculus Model And Hofstede’S Model Of Cultural Dimensions, Kellen M. Schwartz

Honors Projects

The Personalization-Privacy Paradox is a relevant issue for companies today, as it deals with the paradox of customers who on the one hand want to keep their personal data private, but on the other hand desire the personalization benefits that can be gained by giving up that privacy. Many studies in the past have observed the Personalization-Privacy Paradox, but not thoroughly through the lens of a privacy calculus model. This paper uses a privacy calculus model to examine the Personalization-Privacy Paradox using Hofstede’s Six Dimensions of Culture and examines the United States, Germany, and China as case studies of three …

A Study Of Factors Affecting The Credibility Of Sponsored Posts Created By Instagram Influencers, Nakyung Lee

Student Theses and Dissertations

This study examined how source expertise, objective information about product ingredients and benefits, review length, and the use of promotional language influence the perceived credibility of a sponsored review post for skincare products. This study carried out 4 in-depth interviews and online survey to 106 millennials living in the U.S. Results indicated that subjective comments about a reviewer’s personal experiences had a higher level of perceived credibility of a review post than objective information about product ingredients and benefits. With regard to source expertise, a sponsored review post written by an influencer with higher expertise was perceived as more reliable …

Sex Sells: How Advertising Agencies' Commodification Of Image Affects Older Women In Advertising, Diane Fittipaldi

Diane Fittipaldi

The purpose of this study was to understand how advertising agency culture affects the long-term careers of women account executives as they age. The primary research questions were: 1) How do self-image and cultural stereotypes affect the decision to enter the advertising business; 2) How do women navigate the male-dominated culture of the ad agency; 3) What strategies do women use to get ahead in advertising; 4) How do women survive long term in a culture that favors youth? Qualitative data was collected via unstructured, one-on-one, in-depth interviews with a nationally sourced sample 15 female advertising account executives aged 40 …

#Fomo: How The Fear Of Missing Out Drives Consumer Purchase Decisions, Michelle Van Solt

FIU Electronic Theses and Dissertations

This research focuses on consumers’ experiential purchase decisions motivated by the fear of missing out (FOMO). I propose that consumers are more likely to attend an event when individuals with whom they have strong (weak) interpersonal ties will be present, because consumers will experience higher (lower) levels of FOMO. The results of one qualitative and four quantitative studies, including a behavioral study, demonstrate that purchase intent is higher when participants imagine that their close friends (i.e., strong ties) will attend, an effect mediated by FOMO and anticipated regret. Furthermore, the type of experience (i.e., ordinary, extraordinary) moderates the relationship of …

It Is In The Cards: An Analysis Of Greeting Card Selection Through Identity And Personality, Emily Topilow

Honors Projects

In this exploratory study, personal and social identity were analyzed for their effect on how consumers choose greeting cards. Factors, including personality, relationships, and identity will be qualitatively analyzed to understand people’s buying habits. Certain factors, including gender, personality, relationships, type of card, and frequency of receiving and giving cards, will be qualitatively analyzed for frequency. The two theories analyzed were the Social Identity Theory (SIT) and the Identity Theory (IT).

525 college-aged students were surveyed to examine their purchasing habits of greeting cards. The results showed that the identity of the card giver and the identity of the card …

The Correlation Between Online Marketing Strategies And Fundraising Performance Of Nonprofit Organizations, Goran Orucevic

M.A. in Leadership Studies: Capstone Project Papers

Through primary and secondary data collection, this research explores the correlation between online marketing strategies and fundraising performance of small nonprofits. The purpose of this research was to identify the needs and challenges of small nonprofit organizations' marketing departments, in order to create a new marketing strategy that would help them reach their goals. The study identified several problems which small nonprofits commonly face. As a result, a new Influencer Marketing Platform has been designed, with an intent to solve the issues of volunteer based or part-time marketing staff, the lack of budgets for promotional campaigns, and the inability to …

Customer Satisfaction In Commercial Bank Of Sindh Province A Case Study Of Bank Al Falah, Liaquat Ali Rahoo Mr, Maryam Kalhoro, Qurat-Ul-Ain Abro

Library Philosophy and Practice (e-journal)

The main concern of a bank is customer satisfaction. Every bank strives to achieve customer satisfaction. A satisfied customer becomes the positive word of mouth for the bank. The purpose of this research is to find out customer satisfaction in commercial banks, particularly in Bank AL Falah. Data was collected through a questionnaire from 150 customers of Bank AL Falah in Hyderabad. Microsoft Excel was used for data analysis. The result concludes that customers perceive higher satisfaction, and the environment and commitment and behavior of staff with customers have a major impact on customer satisfaction.

Cause Campaign For Dating Abuse In College, Isabel Elaine Kerr

Senior Honors Projects, 2010-2019

Through a cause campaign and partnership with the James Madison University (JMU) Health Center (UHC), this project confronts the widespread social issue of intimate partner violence (IPV), or dating abuse, in college-aged relationships. Encompassing all forms and subsets of dating abuse, the campaign intends to initiate conversation, facilitate awareness, and express support within the university community. The campaign is scheduled for implementation in October 2019, National Domestic Violence Awareness Month, in conjunction with the UHC’s other awareness efforts.

When Social Media Takes Your Money: In-App Shopping And Buyer’S Remorse Study, Catie Jaffe

Chancellor’s Honors Program Projects

No abstract provided.

Boys That Blend: How Men In Makeup Can Affect Social Media Marketing Efforts, Matthew Meyers

Chancellor’s Honors Program Projects

No abstract provided.

Something’S In The Water: A Look At How Creativity And Innovation Can Prevent Future Water Crises, Tristan Holiday-Nowden

Creativity and Change Leadership Graduate Student Master's Projects

The purpose of this project is to raise awareness and create a level of consciousness about water, unlike anything we have seen in the past. This project presents a synthesis of current writings and ideologies from the fields of Environmental Science and Water Research. As well as think pieces and informative news articles from various publications.

To illustrate the damaging effects of water contamination, water pollution, and water scarcity; Flint, Michigan will serve as a case study. After diagnosing and defining the problem using the Creative Problem Solving (CPS) framework. This project will explore the challenge and look at the …

The Existence Of Social Media As A Promotional Media In The Hijab Image Revolution In Indonesia, Melly Maulin Purwaningwulan, Asep Suryana, Uud Wahyudin, Susanne Dida

Library Philosophy and Practice (e-journal)

This research purposed to in-depth analyzing about the existence of social media as promotional media in the hijab image revolution in Indonesia, to examine it’s cause and give the picture of hijab image in Indonesia. This research is conducted with qualitative approach and case study method. The result showed that social media increasingly exist in promoting Muslim fashion, because of the changed in Muslim consumers who are more religious but also more intense using social media. Hijab image revolution was encouraged by the communities and role models who emigrated (hijrah). Hijab image became diverse, characterized self identity, and …

An Investigation Into The Effective Factors On The Intention To Commercialization Of Knowledge In A University: A Case Study, Ali Biranvand, Mohammad Hassan Seif, Soheila Safa, Saeid Mazloumian

Library Philosophy and Practice (e-journal)

The purpose of this study was to provide a causal model for factors affecting the commercialization of academic research. This study is applied research in terms of purpose and a descriptive study of correlation type in terms of method. The statistical population consists of 499 graduate students at Engineering School of Shiraz University. The data gathering tool was a questionnaire. Cronbach’s alpha coefficient was used to assess its reliability. In this research, the effect of following variables on attitude to the commercialization of Knowledge (ACK) of knowledge is investigated: psychological empowerment (PE), self-efficacy, university policy (UP), social capital (SC), and …

Using Consumer Personality To Direct The Creation Of More Effective Advertisements, Connor Keith

Selected Honors Theses

Advertising is one of the most pervasive forces in business and culture today. All advertisers are seeking ways to be more effective in order to reach consumers better. One of the ways they can do this is by targeting certain personality types in their advertisements. This thesis seeks to find the differences in responses to advertisements from consumers with different personality types. A survey is used in conjunction with a personality test to study if consumers are most influenced by advertisements targeted toward their personalities. Suggestions are given for how to create and distribute advertisements to be most effective for …