Social and Behavioral Sciences Commons^™

The Influences Of Perceived Environmental Responsibilities On Green Purchasing Intentions, Jinhee Lee, Ilwoo Ju

Annual Research Symposium of the College of Communication and Information

The current study examined the influences of perceived environmental responsibilities of the three types of important social agents (individuals, companies, and governments) on consumers’ green purchasing intentions. Drawing on the environmental consumerism and purchase decision making literature, consumers’ perceptions of the aforementioned social agents’ roles in environment protection were hypothesized to influence their purchase intentions for green products. In addition, the current study attempted to investigate the different prediction patterns of such factors for two different purchase intention measures (e.g., general purchase intention and “willingness to pay more” for green products) to capture the nuance between the different measurement scales, …

Communication Strategies In Direct-To-Consumer Prescription Drug Advertisements, Ilwoo Ju

Annual Research Symposium of the College of Communication and Information

Little research has incorporated a theoretical framework for the analysis of message and creative strategies used in DTCA to date. The purpose of the current study is to extend the previous literature by providing a more complete list of DTCA message and/or creativity strategies based on Taylor’s message strategy wheel. The results show that DTCA has been used to promote drugs for such life-threatening conditions as asthma, acid reflux, Alzheimer’s disease, depression, and arthritis. The most common inducement was the offer of consumer support information. In general, magazine DTC ads from 2006 to 2010 were likely to take both informational …

An Economic Analysis Of Using Retired Vessels To Create Artificial Reefs In Costa Rica, Josué González

Electronic Theses and Dissertations

ABSTRACT

The Republic of Costa Rica is a Central American country with only 0.03% of the world’s landmass, but 5% of the world’s biodiversity, making it a leading ecotourism destination. Ecotourism is one of the main sources of revenue for the country, but the degradation of coastal reefs has resulted in a significant loss of financial income for developing areas. As a result, many of these areas are searching for methods to revert the degradation of coral reefs.

Artificial reefs play an important ecological role in marine ecosystems due to their complexity and size. They help in the development of …

Market To Me: A Case Study On The Marketing Efforts Of Salesforce Software Company, Marissa Adrianna Spiess Espinola

Experience Industry Management

Social media platforms constitute outstanding channels for fostering relationships with consumers. Recently, there has been a drastic shift towards social media marketing and away from traditional marketing. Marketers are beginning to understand the importance of social media opportunity and are implementing social media marketing strategies and initiatives into companywide marketing practices. Companies cannot afford to lack presence on social media, as competitors could outpace them with marketing efforts of products and services to the public. Social media has become a necessary tool when marketing and advertising. The purpose of this study was to examine social media marketing practices of Salesforce …

The Effect Of Service Quality And Satisfaction On Loyalty Of College Library Users In Indonesia, Dyah Puspitasari Srirahayu, Sri Hartini, Tanti Handriana

Library Philosophy and Practice (e-journal)

The library is an organization that continues to grow and develop along with the behavior of its users. Users who will continue to use the library despite the emergence of many other sources of information, such as the internet, are needed for library sustainability. This study aims to determine the relationship between service quality and satisfaction on user loyalty in-state college libraries in Surabaya, Indonesia. The research method used is quantitative by distributing questionnaires through Google form to 500 respondents of state academic library users with the criteria of having used services in the library. The analysis technique is Confirmatory …

Ua12/2/1 Fit 2020, Wku Student Affairs

WKU Archives Records

Special edition of the College Heights Herald regarding fitness, includes articles:

• Dees, Marshall. Nostalgic Fun for the Child in You
• Rock Steady, Rock Strong – Boxing
• Dowell, Macie. Red Towel Workouts
• Bowling Green Course Welcomes New Golfers – Bowling Green Parks & Recreation
• Get Out, Get Fit – Parks
• Gym Jams

Serena, Inc.: Using Instagram To Build Brand Equity After A Crisis, Frauke Hachtmann

College of Journalism and Mass Communications: Faculty Publications

Serena Williams is one of the most successful athletes of all time. In addition to dominating the professional tennis circuit for decades, she has also built a massive business empire while becoming a first-time mother and wife. During this time of transition, Williams experienced a significant crisis moment during the 2018 US Open. Williams did not publicly acknowledge or apologise for the crisis and instead focused on a new sense of direction after living through the experience, much of which is documented and promoted on her Instagram account. This exploratory case study focuses on Serena Williams’s use of Instagram as …

The Role Of Marketing Education In Reactions To Advocacy Advertising, Tobin Carlberg

University Honors Theses

The present research aims to explore whether marketing education creates a positive or negative reaction towards advocacy advertising in general. To test this, consumers with varying levels of marketing education were either interviewed or surveyed to gauge their level of persuasion knowledge, advertising appreciation, and overall reactions to advocacy advertising. Thus, a combination of qualitative (interviews) and quantitative (survey) methods were employed. Interview results suggested that those with greater marketing education held more favorable attitudes toward advocacy advertising, and survey results illustrated a strong correlation between those with more marketing education and one’s appreciation for advocacy advertising, which influenced positive …

Essays On Consumer Online Search And Digital Content Consumption, Shuo Zhang

Arts & Sciences Electronic Theses and Dissertations

In my dissertation, I apply empirical quantitative methods to marketing research and investigate consumer online search and purchase patterns, as well as digital consumption behaviors and the potential implication for marketing managers. This dissertation consists of two chapters. Chapter 1 studies the consumer shopping channel choice when they search and shop for products online. Mobile phones have emerged as a major channel for online shopping as an alternative to PCs. Despite more consumers using mobile phones, the conversion rate on the mobile channel is lower than that on the PC channel. In this study, we propose a structural consumer search-and-purchase …

Advertising And Marketing Communications, Aswin Thomas

Creative Thinking: Theory and Practice

Creativity in Advertising and Marketing Communications

Exploring A Qualitative Approach To Arts Advocacy And Evaluation, Lycette C. Belisle

Undergraduate Theses

The quantitative impact of the arts has become an increasingly important factor in determining the overall value of a project, and is often used to determine acceptance of submissions, public recognition and funding disbursement. This project evaluates current understandings of how the arts function within society, popular methods for determining the value of the arts and explores how qualitative reasoning can be utilized to communicate the value of supporting artistic endeavors. While placing a numerical value on the arts based on data collection can be important, this project will aim to evaluate the implications of relying so heavily on facts …

Trends In Advertising: How The Rise In Artificial Intelligence May Influence The Field Of Content Strategy, Joel Eaton

Electronic Theses and Dissertations

Whereas prior research on artificial intelligence has dealt with automation in fields like medicine, engineering, and computer science, this research study seeks to answer the question, “To what extent can AI be creative in the context of content strategy?” To answer this, this study employs content analysis using 16 online news and blog articles from primarily marketing organizations to identify and explain key variables surrounding the relationship between the computer and the creative professional. This study has found that the core belief that AI will play the future role of creative assistant in the context of content strategy is shared …

Emotional Engagement Of Consumers: A Case Study Between Peloton And Classpass And Their Differences In Branding Initiatives On The Facebook Platform, Meredith Stephens

Honors College

This thesis investigates two companies whose products offerings are alike, yet their branding via the Facebook platform is different. Throughout this thesis, there will be research gathered from organic Facebook posts between the two companies’ brand pages on the Facebook Platform. The research consists of total reactions as well as comments on a per post basis for various posts throughout September of 2018 and 2019. The raw data that this thesis will be using will be positive emotionality scores from LIWC1 (after comments are entered and run through the software) as well as the total number of reactions (likes, loves, …

Consumer Response To Green Brands Vs. Traditional Brands On Digital Platforms: An Analysis Through A Series Of Case Studies, Madison Busick

Honors Scholar Theses

In the age of environmental crisis, consumers are increasingly aware of the environmental impact of their decisions. Accordingly, many companies seek to provide more eco-friendly and sustainable products while building their brand around these values. Consumers also are increasingly using and engaging on social media and other digital platforms. But just how well do these "green" brands do in the digital space? This study aims to compare differences between brands that embody environmentalist values and traditional brands with a variety of case studies across several consumer goods segments including clothing, cosmetics, and technology. The data is collected from a variety …

Collegiate Dance Club Marketing Plan, Aubrie Malhoit

Honors Theses

The objective of this thesis is to develop a marketing plan to support the creation and implementation of a new dance club at Western Michigan University (WMU). A situational analysis was conducted that established that there are currently no dance-related opportunities on campus that offers a low time commitment and multiple styles of dance for all skill levels of dancers. Based on primary research, this marketing plan outlines a strategy for the inauguration of a dance club that encompasses what current dance-related activities at WMU are lacking and incorporates the features students are looking for in a new dance club. …

“Damn, You Reek Of Pr”: Anti-Establishment Rhetoric And Resistance To Advertising Within Science Fiction Film Discussions In The Reddit Movie Community, Bailey R. Tinsley

Honors Theses

No abstract provided.

Diversity In Advertisements And Brand Perception, Aarica Z. Flowers, Charlotte Buckman, Madeleine C. Diprete, Caroline G. Regan

Student Publications

This research project examines the relationship between representation of diversity in marketing and brand perception. The debate about whether diversity in advertisements impacts how consumers perceive and purchase from brands is ongoing. Thus, this study examines whether companies are rewarded for representing diversity in their advertisements and punished for representation that is inappropriate or insensitive. We conducted an online survey among Gettysburg College students and elicited their beliefs about the importance of diversity in marketing campaigns. We found that consumers are more likely to buy from companies that represent more racial diversity in their advertisements. The same was found for …

Ua12/2/1 Housing Guide, Wku Student Affairs

WKU Archives Records

WKU campus newspaper reporting campus, athletic and Bowling Green, Kentucky news. This issue contains articles:

• Wysong, Morgan. Greek Hand-Me-Down Home – Cabell Castle, Phi Gamma Delta
• Norvell, Abbey. 3 Ways to Resolve Roommate Conflicts
• Wysong, Morgan. Décor Dupes
• Crawford, Ashlyn. House Hunting on the Hill
• Harper, Beckah. DIY Natural Cleaners
• Harper, Beckah. Becoming a Plant Parent
• Hughes, Gabe. What’s In Your Fridge?
• Brandt, Jess. What to Look for In a Lease
• Brandt, Jess. What Dorm Personality Are You? – McLean Hall, Hilltopper Hall, Minton Hall, Meredith Hall, Pearce-Ford Tower

The Influence Of Social Media On Perceptions Of Political Authenticity, Kirsten Passyn

Atlantic Marketing Association Proceedings

No abstract provided.

Do Families That Tailgate Together Stay Together?, Meredith David, Luke C. Lorick

Atlantic Marketing Association Proceedings

No abstract provided.

A Multimodal Analysis Using An Exemplar From Japanese Television Advertising, Noel Murray

Business Faculty Articles and Research

A multimodal analysis is used to investigate for the presence of situated meanings of uchi/soto in Japanese advertising. The analysis supports the proposition that discourses of gendered relations of uchi/soto may be found in contemporary Japanese television advertising. The article argues that relations of uchi/soto provide a unique window into Japanese consumption behavior. I advocate for multimodal critical discourse analysis as a preferred methodology and theoretical framework for multimodal advertising research applications. I discuss social and economic implications of reproducing gendered relations of uchi/soto in advertising and offer suggestions for future research on situated meanings.

A Longitudinal Analysis Of Music Tourism Impacts, Kate Price-Howard, John C. Crossley, Andrew Holdnak Dr.

Journal of Tourism Insights

Music tourism has boomed in recent decades and has been part of the rise in cultural tourism. In recent years, several communities have implemented a concert series to help promote tourism during the shoulder season, or slower months during the off-season. In this study, a longitudinal examination of several concerts of various sizes and genres spanning about three years looks at the economic impacts for the tourist destination of Panama City Beach, FL. This paper will conduct an analysis comparing the tourism development tax, hotel/motel data provided by the industry leading data resource, Smith Travel Research (STR), in order to …

Viewing The Covid-19 Resilient Skincare Market Through A Sociohistorical Lens: The Patterning Of Conspicuous Consumption Mediated By Marketing, Siren Chen

Senior Projects Fall 2020

The Chinese skincare market distinguishes itself with an inelastic consumer demand during the COVID-19 pandemic. This project employs the endogenous preferences economic framework and a sociohistorical lens to analyze the social forces that sustain the resilient beauty market. Through setting up a socially embedded framework for economic analysis, this project highlights the active role of marketers, which are omitted in mainstream economics, in fostering a bond between consumers and skincare products. With a comparative analysis of both the colonial and the COVID-19 pandemic contexts, this project demonstrates how marketers connect consumers to skincare products through reference to the system of …

The Impact Of The Social Media Influencer Power On Consumer Attitudes Toward The Brand: The Mediating/Moderating Role Of Social Media Influencer Source Credibility, Lubna Nafees, Christy M. Cook, James E. Stoddard

Atlantic Marketing Journal

This paper presents a conceptual model of the impact of social media influencer power on consumer attitudes toward a brand. The research uses naïve theories of social influence, consumer socialization theory and market signaling theory to support the contention that social media influencer power will impact consumer brand attitudes. However, the impact of the social media influencer power on consumer brand attitudes is posited to be mediated and/or moderated by the social media influencer source credibility. In turn, the social media influencer source credibility is modeled as being positively related to the social media influencer’s expertise/competence with respect to the …

Customer Service Challenges In Omni-Channel Retailing—An Exploratory Study Of Vague Language In Retailer Customer Service Policies, Terence L. Holmes, Edward C. Brewer

Atlantic Marketing Journal

Retailers are interacting with customers via an ever-increasing number of touchpoints. The addition of social media and mobile devices to the traditional physical and virtual retail platforms has created an evolving consumer practice of using several such "touchpoints" in the course of a single purchase (the "omni-channel”). The difficulty of providing high levels of customer service has increased with the necessity of managing multiple channels under the retailer’s control and coordinating formally or informally with touchpoints not directly within the retailer’s own operations. Multiple sources of potentially conflicting information (e.g., order fulfillment) can lead to miscommunication, and thus poor service …

The Effect Of Presenting Relative Calorie Information On Calories Ordered, Christopher Gustafson, Eliana Zeballos

Department of Agricultural Economics: Faculty Publications

In this research, we tested the effect of a novel method of presenting calorie information—highlighting relative differences in calories among ingredients. We conducted an online hypothetical food choice experiment where 633 participants selected the ingredients for a sandwich from five categories: meat/protein, cheese, spread/ dressing, bread, and vegetables. Each participant was randomly assigned to one of four calorie information conditions: 1) a condition in which no information about calories was provided, 2) a condition in which calorie information was provided for each ingredient, 3) a condition in which calorie information was presented relative to the highest calorie item, and 4) …

Digital Transformation And Strategic Sponsorship: The Case Of Bbva, James Santomier, Sten Soderman, Reinhard Kunz

WCBT Faculty Publications

The overall purpose of this paper is to describe and explain the strategic sponsorship program of Banco Bilbao Vizcaya Argentaria (BBVA) and, specifically, the partnership of its U.S. subsidiary, BBVA Compass (BBVAC), with the American National Basketball Association (NBA) using a case study method. This paper demonstrates how BBVA, initially through the transformational leadership of former BBVA Group Executive Chairman Francisco González, has leveraged digital transformation and strategic sponsorship to increase its brand equity and revenue. BBVA’s effective sponsorship strategy represents an innovative, agile, and digitally focused model for marketing executives and sport marketers considering a long-term investment in strategic …

A Digital Platform For College Students In The Ghanaian Rental Housing Market, Balchisu Adam Miss

Regis University Student Publications (comprehensive collection)

This paper reviewed the literature on rental housing market services in Ghana to provide the foundation in addressing the housing challenge in the country with specific reference to students. Affordability and availability of housing have been a major development challenge. However, search frictions in the rental housing market exacerbate the housing problem for college students in Ghana. The proposed project seeks to address the search friction in the rental housing market through a business start-up. The goal of the business project is to develop a digital platform that provides listing services for the Ghanaian rental housing market to reduce the …