Social and Behavioral Sciences Commons^™

What Is The Web-Based Interactive Advertising (Wia) To Consumers?: Consumer’S Interpretation And Interaction With Wia, Jang-Sun Hwang

Doctoral Dissertations

Although numerous research has examined Web-based interactive advertising (WIA) in recent years, few studies have approached this topic from the consumers’ own perspectives. Much of the literature employed managerial perspectives to examine the effectiveness of WIA with the aim of improving practitioners’ performance. Studies that did deal with consumers often merely measured their uses of WIA and motives for using it without viewing the phenomenon from the consumers’ point-of-view. Unfortunately, this one-sided research trend provides little insight into how consumers deal with interactive advertising in the World Wide Web environment and cannot answer a basic question - do consumers really …

Communicating With Female Philanthropic Donors: How Various Methods Of Thanking Women And Informing Them Of The Use Of Their Gifts Impact Giving, Amber M. Kleopfer

Masters Theses

This study was designed to test the impact of two separate variables – (1) thanking philanthropic donors through varying degrees of one-way and two-way interpersonal interaction and (2) informing donors about usage of previous similar gifts – on the philanthropic giving behaviors of two separate populations of female patients who were asked to contribute to a breast cancer research fund via an annual solicitation mailing method.

The first portion of the study examines the thanking variable by comparing the annual giving behaviors of a population of female breast cancer donors before and after the donors are thanked through various methods: …

Tilting Copyright Balance: Two Sections Of The Digital Millennium Copyright Act And The Progress Of Science And Useful Arts, Robert Wilton Fox

Masters Theses

The Digital Millennium Copyright Act (DMCA) of 1998 was the latest substantial revision of U. S. Copyright Law. Implemented largely as a response to the Internet, the DMCA has become a central target in a struggle over the power of copyright law--a law the first Congress designed in 1790 in keeping with the language of Article I, Section 8 of the Constitution of the United States to promote the "Progress of Science and the useful Arts." But how is that progress best assured? Increasingly over the years, the promotion of science and useful arts has become a single claim encompassing …