Social and Behavioral Sciences Commons^™

A Survey Of Social Media: Perceived Effectiveness In Marketing Among Individual Nascar Tracks, Amanda E. Greene, Andy Dotterweich, Mauro Palmero, Don Good

Andy R. Dotterweich

The purpose of this study was to examine the use of and attitudes toward social networking as a tool for use by NASCAR speedways and to gauge track perceptions on the effectiveness of social media as a marketing tool. Individual NASCAR tracks were surveyed (n=22, 84.6% response) to explore current track social media practices and the potential impact of social networking sites on NASCAR marketing and consumer relations. Results found that individual tracks as well as the two major ownership groups highly agreed about issues concerning the use of social media to increase sales and to develop fan bases. However, …

Americans, Marketers, And The Internet: 1999-2012, Joseph Turow, Amy Bleakley, John Bracken, Michael X. Delli Carpini, Nora A. Draper, Lauren Feldman, Nathaniel Good, Jens Grossklags, Michael Hennessy, Chris Jay Hoofnagle, Rowan Howard-Williams, Jennifer King, Su Li, Kimberly Meltzer, Deirdre K. Mulligan, Lilach Nir

Chris Jay Hoofnagle

This is a collection of the reports on the Annenberg national surveys that explored Americans' knowledge and opinions about the new digital-marketing world that was becoming part of their lives. So far we’ve released seven reports on the subject, in 1999, 2000, 2003, 2005, 2009, 2010, and 2012. The reports raised or deepened a range of provocative topics that have become part of public, policy, and industry discourse. In addition to these reports, I’ve included three journal articles — from I/S, New Media & Society and the Journal of Consumer Affairs — that synthesize some of the findings and place …

Marketing An End To War: Constructive Engagement, Community Wellbeing, And Sustainable Peace, Clifford J. Shultz

Clifford J Shultz

Markets and marketing are integral to human welfare and survival. When used however for the purposes of war and other systemically violent conflict, they can be devastating and pose an existential threat to humanity. Drawing on experience in war-ravaged and recovering economies, the author examines a stream of research on marketing systems disrupted or destroyed by war. Some underlying conditions and predictors of war and its peaceful resolution are introduced, including social traps and their mitigation or elimination. An argument is revisited for marketing as a form of constructive engagement, which must be implemented to affect and to develop equitable …

Personal Librarians Signage For Elevator, Crystal Boyce

Crystal Boyce

Complex Modeling In Marketing Using Component Based Sem, Shahriar Akter, Umme Hani

Shahriar Akter

Structural equation modeling (SEM) is an important tool for marketing researchers to estimate a network of causal relationships linking two or more complex concepts. The PLS approach to SEM, also known as component based SEM, is becoming more prominent in estimating complex models due to its soft modeling assumptions. This study elucidates the use of component based SEM in estimating a complex higher order model with a small sample size. The utility of the approach is illustrated empirically by estimating a third-order, reflective, hierarchical service quality model in the context of mHealth. The findings of the study confirm the conceptual …

Case Study: Sexism In Advertising And Airlines, Tamilla Curtis, Anke Arnaud Ph.D., Blaise Waguespack

Dr. Anke Arnaud

This case study outlines an ethical dilemma faced by a young female student who is planning to buy airline tickets. Her purchase decision is influenced by cost and advertising strategies. The case discusses advertising ethics, ethical moral philosophies, including teleology and deontology, and sexist advertising with examples from the airline industry. This case will be beneficial for marketing students to discuss the topic of advertising ethics, and for business students to discuss the topic of organizational ethics. Students enrolling in aviation related classes will also benefit from this case. The teaching notes for instructors are available upon request.

Case Study: Sexism In Advertising And Airlines, Tamilla Curtis, Anke Arnaud Ph.D., Blaise Waguespack

Dr. Tamilla Curtis

This case study outlines an ethical dilemma faced by a young female student who is planning to buy airline tickets. Her purchase decision is influenced by cost and advertising strategies. The case discusses advertising ethics, ethical moral philosophies, including teleology and deontology, and sexist advertising with examples from the airline industry. This case will be beneficial for marketing students to discuss the topic of advertising ethics, and for business students to discuss the topic of organizational ethics. Students enrolling in aviation related classes will also benefit from this case. The teaching notes for instructors are available upon request.

Creative Collaboration: Maximizing Resources For Multi-Collection Exhibits, Jillian M. Slater, Nichole M. Rustad

Nichole M Rustad

This presentation illustrates the collaborative, multi-format approach used in preparing an exhibit of archival materials on the 1913 Dayton flood at the University of Dayton Libraries. Originally formed due to the absence of a University Archivist, the small planning committee was able to combine areas of expertise including archives, history, graphic design, video/audio production, marketing, and digitization. The collaborative process facilitated a creative approach resulting in a unique, interactive exhibit utilizing audio, video, original materials, reproductions, a permanent digital component, and a discussion panel event. The presenters will also discuss how the planning committee maximized available resources (without a budget) …

Recruitment And Retention Of Sports Officials, Peter J. Titlebaum, Nichole Haberlin, Garrett Titlebaum

Peter J. Titlebaum

A 2001 report by the National Association of Sports Officials (NASO) indicated there is likely to be a shortage of sport officials in the near future. This report also indicated that soccer and field hockey were already struggling to find officials as early as 2001. The purpose of this article is to identify researched recruitment and retention issues of sports officials; ways to retain current officials; and strategies to help recruit new officials.

Marketing In The Field Of Information Disciplines: Research Trends In Latin America (1985-2012), Carlos Luis González-Valiente

Carlos Luis González-Valiente

This study seeks to clarify research trends related to marketing in the field of information disciplines from Latin American scientific production. As a reference source, we used the electronic journals indexed in the Latindex Directory. Some bibliometric indicators were applied to 108 documents; these indicators were as follows: productivity by year, journals, authors, language, and finally term cooccurrence analysis. It was evident that the highest rate of productivity was found in Brazilian journals and authors, and in the Portuguese language. The four main clusters in term co-occurrence analysis in the most relevant topics were as follows: marketing of the information …

Marketing An Established Institutional Repository: Marquette Libraries’ Research Stewardship Survey, Rose Fortier, Emily Laws

Rose Fortier

Purpose The purpose of this paper is to discuss the results of Marquette University Libraries’ survey measuring faculty knowledge and attitudes about the institution’s repository, for the purposes of creating a marketing plan for the institutional repository (IR). Design/methodology/approach The paper adopts a quantitative approach through the use of a survey. Findings Like many other endeavors to measure faculty engagement with the IR, the investigators discovered that faculty knowledge of the IR is not universal. Moreover, the perceived values and motivators for faculty use of the IR were also not surprising, with faculty viewing online dissemination of their work to …

Marketing The Ir: Strategies From The Marquette Survey, Rose Fortier

Rose Fortier

Marquette University’s institutional repository, e-Publications@Marquette, was established in 2008 for the deposit of faculty publications and research. Despite active participation by some faculty, universal participation remains an elusive goal. During the spring of 2013, faculty participation and needs were assessed via survey and compared to the IR’s capabilities in addressing those needs. Based upon the assessment survey and the IR’s available resources, a marketing plan and promotional strategies were created. The presentation will include analysis of the survey results and how they informed the creation of a marketing plan. Details of the marketing plan will be discussed as well as …

Increasing College Football Attendance: An Exploratory Study Of Fan Typology, Oscar T. Mcknight, Ronald Paugh, Jordan Mcknight, Wenhui Jin

Oscar T McKnight Ph.D.

No sport enjoys more popularity in the USA than football. However, not every college can fill their stadium. This study examined spectator typology and college football attendance. Four typologies emerged as well as a chronology of expectations for game events. Presented is PUNT a sport marketing strategy to increase football game attendance.

"Just" Desserts: An Interpretive Analysis Of Sports Nutrition Marketing, Joylin Namie, Russell Warne

Russell T Warne

Straddling the boundary between “junk” and not, sports nutrition is unique among processed foods. Between-meal snacks full of refined carbohydrates, sugar, sodium and even caffeine, qualities that render foods “bad” and off limits in other contexts, these products are consumed during the “work” of organized leisure, and increasingly as part of everyday life by non-athletes. Masquerading as healthy food, with ingredients, flavours and consumption patterns suggestive of children’s candy and adult desserts (Douglas, M. (1972). Deciphering a meal. Daedalus, 101(1), 61–81; James, A. (1998). Confections, concoctions, and conceptions. In H. Jenkins (Ed.), The children’s culture reader (pp. 394–405). New York: …

The Google Online Marketing Challenge And Distributed Learning, Ron T. Brown, Kendra S. Albright

Ron T. Brown

Stagnant perceptions continue to persist in the general public regarding the services libraries offer. LIS research suggests an increased need for marketing, yet LIS programs and students may not view marketing as core to the degree. The Google Online Market- ing Challenge (GOMC), a global competition for online marketing, was incorporated into two LIS courses to build skills in project management, industry analysis, marketing, and search engine optimization. A qualitative analysis was conducted to investigate whether they perceived the marketing project as relevant to their courses and degrees. A model was created to represent the factors that had an impact …

Complex Modeling In Marketing Using Component Based Sem, Shahriar Akter, Umme Hani

Shahriar Akter

Structural equation modeling (SEM) is an important tool for marketing researchers to estimate a network of causal relationships linking two or more complex concepts. The PLS approach to SEM, also known as component based SEM, is becoming more prominent in estimating complex models due to its soft modeling assumptions. This study elucidates the use of component based SEM in estimating a complex higher order model with a small sample size. The utility of the approach is illustrated empirically by estimating a third-order, reflective, hierarchical service quality model in the context of mHealth. The findings of the study confirm the conceptual …

Enacting Change In Strategic Marketing Decisions: The Role Of Regulatory Focus In Teams, Jelena Spanjol, Leona Tam, William Qualls, Jonathan Bohlmann

Leona Tam

No abstract provided.

The Use Of Team-Based Learning As An Approach To Increased Engagement And Learning For Marketing Students: A Case Study, Paul Chad

Paul Chad

Marketing educators are often faced with poor preclass preparation by students, declining student interest in attending classes as the semester progresses, and student complaints regarding previous bad experiences with team assessment activities. Teambased learning (TBL) is an innovative teaching strategy using semiformalized guidelines aimed to enhance student engagement and improve teamwork and, hence, overcome the typical problems faced by educators. This case study examines the firsttime use of TBL in a postgraduate marketing subject at an Australian university. The results indicate that the TBL innovation has a positive influence on student engagement and offers opportunities to assist learning. The study …

Bragging Rights And Destination Marketing: A Tourism Bragging Rights Model, Gregory M. Kerr, Clifford Lewis, Lois Burgess

Lois Burgess

In a study seeking to understand destination choice, focus group participants consisting of travellers, mentioned the importance of ‘bragging rights’. Additionally, tourism marketers when interviewed about destination choice also referred to bragging rights. An online search of ‘travel’, ‘tourism’ and ‘bragging rights’ revealed thousands of links. Despite this, bragging rights has received limited attention in tourism research. This paper defines bragging rights, discusses its relevance to tourism and proposes a conceptual model suggesting how bragging rights can be managed by destination marketers to enhance destination image and consequently increase visitation.

Organization-Based Social Marketing: An Alternative Approach For Organizations Adopting Sustainable Business Practices, Mary Franks Papakosmas, Gary Noble, John Glynn

John J Glynn

This article conceptualizes a new area for social marketing practitioners by focusing on individual behavior change that might occur within organizations. Organization-Based Social Marketing (OBSM) draws from organization change theory and internal marketing theory, while maintaining social marketing’s focus on beneficial behavior modification. The article argues that as such, OBSM represents a viable approach for organizations seeking to address the increasing demand for change strategies that promote proenvironmental behavior among their employees

Maintaining Social Marketing's Relevance: A Dualistic Approach, Gary I. Noble

Gary Noble

There have been calls amongst academics and practitioners to move social marketing 'upstream'. This paper attempts to clarify what upstream social marketing is, its appropriate relationship with ‘downstream’ social marketing and how both approaches can be combined into a suitable theoretical framework. The paper argues that neither up or downstream social marketing is superior and suggests that a dual, synergistic approach is needed. This argument is supported through reference to current social marketing interventions in the areas of road safety and childhood obesity. The paper concludes by suggesting that Polonsky, Carlson and Fry’s (2003) ‘harm chain’ concept may be a …

The Effects Of Structure, Communication And Trust Between Marketing And R&D During New Product Development, Elias Kyriazis, Graham Massey

Elias Kyriazis

The ability to effectively manage cross-functional working relationships (CFRs) during innovation is a key success factor in developing successful new products. However, empirical evidence suggests that CFRs during new product development are often problematic, resulting in extremely poor relations between managers, and the development of unsuccessful new products. This paper adds to our existing knowledge on the Marketing/R&D CFR by examining the effects of structural factors, communication behaviours, and interpersonal trust on the dependent variable perceived relationship effectiveness. Our findings reveal that trust has potent positive, direct effects on this CFR. Further, bidirectional communication and quality of communication also have …

The Effectiveness Of The R&D / Marketing Working Relationship During Npd Projects, Elias Kyriazis

Elias Kyriazis

The complex nature of new product development (NPD) activities within firms often requires high levels of integration between the Marketing function and the Research and Development (R&D) function. The nature of this cross-functional relationship has received considerable research attention with an emphasis on achieving successful departmental integration during NPD projects. This study examines the nature of cross-functional relationships (CFRs) from a micro-management perspective. That is from the perspective of the R&D Manager and the Marketing Manager, continues previous conceptual development by (Anon) that suggested that this working relationship is more complex than previously conceptualised by NPD researchers. By using data …

Using The Brand Molecule Concept To Guide The Management And Marketing Of A Professional Sports Team, Alan Pomering, Dirk Melton, Gregory Kerr

Gregory Kerr

The sports industry is an important one; it is estimated to be the 11th largest industry in the United States. Within this industry, individual sports, at both the amateur and professional levels, compete for talented players, supporters, government funding, and sponsorship dollars. It is therefore important for sports to manage their sports brands. We use Lederer and Hill’s (2001) brand molecule concept to explain the brand management implications for a professional, national sports team, the Bulldogs, a Sydney-based team in Australia’s National Rugby League competition. The brand molecule highlights for the brand manager the positive and negative atoms that comprise …

Reflecting On Providing Multiple Assignment Supports To First-Year Marketing Students In A Large Class, Venkata K. Yanamandram, S. Lambert

Venkata Yanamandram

This paper describes improvements in learning outcomes in a large undergraduate marketing class at the University of Wollongong. The authors reflect on the interventions developed and evaluated, aimed at supporting students in their transition from novice researchers into self-regulated researchers, and producing professional marketing reports in industry recognised report writing genres. The project, and therefore the paper, was focussed on the major assignment and the initial and ongoing supports provided to students. These have been developed through a continuous cycle of improvement – planned, developed in partnership with a central resource development unit, deployed using a website and classroom activities, …

Cultural Perceptions Of Volunteering: Attracting Volunteers In An Increasingly Multicultural Society, Sara Dolnicar, Melanie J. Randle

Melanie Randle

Contributing 42 billion dollars to the Australian economy annually, volunteering has become an industry of major importance. The increasingly multicultural nature of Australia has presented new challenges for nonprofit marketers in terms of designing recruitment strategies that appeal to the extremely heterogeneous cultural groups that make up our society. While various studies have focused on the application of marketing techniques to the nonprofit sector, there has been a lack of research looking specifically at the nonprofit organisations competing within a particular marketplace, and whether the perceptions and image of these competitors differs between cultural groups. This empirical study seeks to …

"Making Connections": Insights Into Relationship Marketing From The Australasian Stock And Station Agent Industry, Simon Ville

Simon Ville

Relationship marketing has received little attention from business historians who have favored the study of branding, associational advertising, market research, and the role of marketing agencies, particularly in relation to modern consumer manufacturing. Although the term relationship marketing is of recent origin, we analyze its practice under a different guise, "connections", over several centuries: we draw on the extensive archival evidence of a rural business services industry in Australia and New Zealand. Relationship marketing's emphasis upon close and enduring individual customer relationships mitigated uncertainty of performance and behaviour, on both sides of the transaction, created by a long and geographically …

Marketing Your Repository With The Power Of Google Analytics, Hillary Corbett

Hillary Corbett

Google Analytics offers powerful web metrics to help IR managers track the usage of their content. But it’s also full of excellent material to help market the IR. For example, the data that Google Analytics provides shows how depositers can reach a global audience: use a Google Maps mashup to highlight trending topics in your IR in particular parts of the world, or point out to a reluctant professor that her colleagues’ work is being downloaded in emerging markets worldwide – get creative and find out what Google Analytics can do for you! We learned through Google Analytics that an …

Reflecting On Providing Multiple Assignment Supports To First-Year Marketing Students In A Large Class, Venkata Yanamandram, S. Lambert

Sarah Lambert

This paper describes improvements in learning outcomes in a large undergraduate marketing class at the University of Wollongong. The authors reflect on the interventions developed and evaluated, aimed at supporting students in their transition from novice researchers into self-regulated researchers, and producing professional marketing reports in industry recognised report writing genres. The project, and therefore the paper, was focussed on the major assignment and the initial and ongoing supports provided to students. These have been developed through a continuous cycle of improvement – planned, developed in partnership with a central resource development unit, deployed using a website and classroom activities, …

Marketing To Entrepreneurs, Site Selectors And Relocation Professionals: An Action Plan For Community Economic Development, Oscar T. Mcknight, Ronald Paugh, Aaron Mcknight, Megan Polak

Oscar T McKnight Ph.D.

Community officials offer an array of incentives to stimulate local business growth, unaware of the salient criteria that determine location decisions. An analysis of proprietary research reports and site selector feasibility studies indicates specific criteria that are universally evaluated, nine of which undermine economic development initiatives. An ‘ACTION’ plan is provided to assist city planners’ efforts in appealing to site selection professionals.