Social and Behavioral Sciences Commons^™

Marketing Doctrines, A Resurrection Guide: Review Of The Art Of Strategic Marketing War: Pearls Of Wardom (2019) By Pete Jeans, Tugberk Kara

Markets, Globalization & Development Review

No abstract provided.

Berry Convenient: Online Design Preferences For Local Strawberries, Rachel Corry, Jessica Holt, Alexa J. Lamm, Abigail Borron

Journal of Applied Communications

Agricultural marketers and grocery retailers are tasked with developing effective online marketing of local food products as consumer purchasing preferences shift. Local food sales are increasing through intermediated channels including grocery stores, and consumers are turning to online grocery shopping for their food purchases. Exploration of consumer preferences for visual and textual elements of an online local food product can provide marketing practitioners with strategies to optimize the purchase intent for local food among diverse audiences. Consumers are demonstrating interest in sustainability and information about food production, yet limited research has applied these interests to explore preferences for how local …

How Victoria Secret Marketing Affects Women’S Self Esteem And Body Image, Marianne Kamhazi

Global Strategic Communications Student Work

With society and media beauty standards, the ‘thin model ideal’ can have a detrimental effect on women’s self esteem and body image. Through extensive literature reviews, it can be seen how the media portrays body image of models which, in turn, causes women to be self conscious about their bodies and portrays unrealistic beauty standards. The research questions ask the impact of Victoria’s Secret marketing on body and self esteem issues and how do women feel when they see these models on their social media. The methods used were both a focus group and survey. Results support the research questions. …

Exploring The Managerial Perspective On Developing A New Sport Team Brand, Melissa Davies, Matt Blaszka, Cole Armstrong

Journal of Applied Sport Management

In recent years, research examining new sport teams has emerged. A total of ten senior sales and market executives were interviewed from recent expansion teams from Major League Soccer (MLS) to analyze team brand development for this study due to its continued expansion efforts across North America and the fact that the MLS continues to compete for market share against other “Big Four” sport teams in their respective cities. Utilizing content analysis, findings from this study identified four themes when developing a new team brand. These themes were Market Research, Soccer Culture, Brand Associations, and Supporter-Led Initiatives. Practical implications are …

Marketing Of Library Services As Determinant For Undergraduates Patronage In Oghara Polytechnic Library Delta State, Nigeria, Eruviheme Patrick Chukwumawe, Ejiakor Chika Chinonso, Oluchi Juliet Nwagu, Onyedikachi Patience Azubuike

Library Philosophy and Practice (e-journal)

Abstract

The study investigated marketing of library services as a determinant for undergraduate’s patronage in Oghara Polytechnic library in Delta State, Nigeria. The study adopted a descriptive survey research design using questionnaire as instrument for data collection. The population of the study consists of 31 library staff at the Oghara polytechnic library. A total of 31 questionnaires were distributed only 25 were retrieved. Data collected were analyzed using descriptive statistics mean and percentage mean score of 2.5 and above. The study revealed that the needs for marketing library and information services in Oghara polytechnic libraries is keeping the clients in …

Adaptation Of Small And Medium-Sized Enterprises In The Food Sector During The Pandemic: Position The Brand As Part Of The Community, Hardian E. Nurseto, Nila A. Windasari, Prasanti W. Sarli

Journal of Global Business Insights

This study explains how small and medium-sized enterprises (SMEs) in the food sector adapted during the pandemic. In-depth, semi-structured, hybrid interviews were conducted with fifteen SME owners in the food sector in Bandung, Indonesia. The study describes five business adaptation strategies using service-dominant logic (S-DL) and structural-functionalism theory: (a) relationship adaptation with suppliers and landlords, (b) employee adaptation, (c) product and sales adaptation, (d) operations adaptation, and (e) promotion adaptation. Findings show a holistic view of actor involvement in the business adaptation process linked to altruism, in which the business and all actors (i.e., suppliers, landlords, customers, employees, government, online …

New Media To Promote Jambi People's Struggle Museum Based On Digital Marketing, M Rian Indra Eftritianto

International Review of Humanities Studies

A museum is a place to record world civilization development, especially for preserving culture and history. The museum is also used for permanent exhibitions of objects that deserve public attention, such as historical, artistic, and scientific heritage. In this regard, the museum functions as a place to serve learning, educational, and fun needs. However, nowadays, the museum is only considered a place to store antiques and ancient objects. The lack of museum enthusiasts is caused by the perception that museums are not significant places to broaden insight and knowledge. Besides, there is a lack of publications and information about museums. …

Marketing Techniques And Skills Required By Librarians For The Promotion Of Library Services And Resources Utilization In Academic Libraries In Nigeria: The 21st Century Perspective, Enite Anita Urhefe-Okotie

Library Philosophy and Practice (e-journal)

The library profession is in a period of change. Moving from conventional library practices and services to the modern technology and tools based sources and services, created changes in the roles they play. To provide more and more innovative services and to cope with the changing scenario of the library and its services has forced library professionals to equip themselves with better skills for their survival. This paper discussed three requisite skills, for librarian to function in the 21^st century, in marketing of library services and resources for optimal utilization. And these are categorized as Professional, Technical, & Personal …

The Value Of An Integrated Marketing Campaign To Grow Interest In Visiting The U.S. National Parks, Hermine Granberry

Honors Theses

When the centennial celebration of the National Park Service was approaching in 2016, the National Park Service launched a two-year campaign to only commemorate the last century of NPS, but to also reconnect Americans with the parks. Ten years have passed since the initial creation of the campaign. This thesis researches the value of how another integrated marketing campaign could increase visitation to the U.S. National Parks in the future.

Through evaluating the previous Find Your Park campaign and current trends in travel and vacation, this research investigates not only future campaign ideas but also the use and incorporation of …

The New Teacher Of Ideas: A Study On Social Media, Political Influencers, And Generation Z, Brenley Rinaudo

Honors Theses

The current study focuses on members of Generation Z and where they learn about politics and receive political news. Different than previous generations, Generation Z receives news on social media more than on traditional media platforms (Murmuration, 2023). Politicians must quickly begin to understand how to engage and connect with the next generation of voters on these social media platforms. For these reasons, this study surveyed members of Generation Z at The University of Mississippi. Current University of Mississippi students are members of Generation Z and reflect common trends among this Generation, such as constant usage of social media. This …

What Happens When A Company's Marketing Strategy No Longer Mirrors The Shopping Trends Of The American Consumer: A Case Study Of Sears, Roebuck And Company, Savannah Burnett

Honors Theses

Once America’s largest mass merchandiser, Sears is a name that remains recognizable for many people. Throughout our country’s history, the U.S. retail industry has often shifted alongside its country’s major historical events. However, one major corporation who once mirrored the ebbs and flows of the United States economy slowly faded out of the minds of the American consumer. This thesis seeks to answer if Sears’ fall from grace was a direct reflection of American consumer trends.

Secondary data was gathered through books accessed from the university library, newspaper articles, scholarly journals, and online news sources, as well as the company’s …

Understanding The Business Model Of Content Creation, Taylor Vahey

Honors Projects in Communication

Individuals who post niched consistent content to social media platforms have grown audiences, which presents an opportunity for content creators to monetize the attention their posts receive. Both content creators and marketing practitioners are using trial and error processes to learn how to utilize the newest online promotion strategy; influencer marketing. This research aims to outline the business operations from the perspective of the influencer. Research on all aspects of this industry is insufficient, with only a few hundred published peer-reviewed articles on the topic available. Most of the research focuses on the perspective of the audience or the marketing …

Visibility, Promoting, And Marketing Of Electronic Reference Books In Academic Libraries, Viki Stoupenos, Christine E. Woods

The Southeastern Librarian

Are electronic reference books visible in academic libraries? A survey administered to librarians at colleges and universities in the southern United States is used to ascertain the presence and promotion of electronic reference books in academic libraries. Findings reveal that electronic reference books are not as visible in academic libraries (both online and in library buildings) as traditional print reference is. Librarians surveyed indicate they promote electronic reference books more than print reference books. To gain an understanding of what needs more marketing, librarians should examine usage statistics. Librarians should employ a variety of ways to market and promote electronic …

When Scrolling Turns Into Shopping: How Influencers Advertise To Consumers On Tiktok, Amanda E. Graves

Pell Scholars and Senior Theses

Every marketer wants to reach a larger audience and TikTok has become one of the most popular places for advertisers to sell products. Past research shows that social media can be an effective form of advertising because of influencers who seem more genuine in their reviews. My research expands on this to further develop how TikTok specifically helps these influencers reach their target audience and persuade their purchasing decisions to increase sales. Through careful analysis it was revealed that quick links and short-form advertising are allowing the app to experience a high volume of consumer sales. Understanding TikTok’s success can …

Consumer Perceptions Of Flatheaded Borer Control Methods, Samuel Gerloff

Masters Theses

Flatheaded borers are insect pests that cause damage to ornamental and fruit producing plants. This study examines consumers’ willingness to pay for four alternative flatheaded borer control methods across four products. The four products tested included two plants (maple trees, blueberry bushes) and two fruits (apples (3 pounds), blueberries (1 pint)) to ascertain if differences were observed between product categories (plant verses food) and potential product uses for the plant categories (aesthetic vs food producing). The four control methods included a chemical drench, spray, cultivar selection, and cover crop. A no control option was also included. Survey data were collected …

Tourism Marketing To Southeast Asian Countries Via Social Media And Its Ethical Implications, Emma Parker

Student Research Submissions

As the influence of social media on the tourism marketing industry continues to grow, it becomes necessary to analyze how these platforms are being used. This study aims to determine the ways in which the combination of visuals and written copy in an Instagram post work to create an advertisable overall image of Southeast Asian countries as tourist destinations.

Using a qualitative content analysis, twenty seven posts from the official tourism Instagram accounts of Thailand, Vietnam, and the Philippines were analyzed to determine what overall image is being presented, how this is being accomplished, and if the advertisement of these …

Ouachita's Office Of Communications & Marketing Earns National Recognitions, Office Of Communications & Marketing

Press Releases

Ouachita Baptist University’s Office of Communications & Marketing earned eight national recognitions as part of Baptist Communicators Association’s 59^th annual Wilmer C. Fields Awards Competition; those honors included four first place awards for branding and recruitment materials. The awards were announced April 19 at the organization’s annual meeting at Ridgecrest Conference Center near Asheville, N.C.

“I’m so proud of the team we have in the Office of Communications & Marketing. It’s rare to be able to execute creative elements of this caliber in-house,” said Brooke Zimny, chief marketing officer. “I’m grateful for the skill and dedication our team displays, …

Marketing Of Information Services In Medical Libraries Of Public Universities In North West Zone Of Nigeria, Mudassir Abubakar Abule

Library Philosophy and Practice (e-journal)

The study examined the marketing of information services in Medical Libraries of Public Universities in the North-West zone of Nigeria. The objectives of the study are to identify the major services provided by the medical libraries and how to improve them. An explanatory sequential mixed method was used. The study involved medical libraries of four public Universities in the zone. A sample of 365 numbers of students and 4 numbers of heads f medical libraries were chosen for the study. Surveys, questionnaires, interviews and observation schedules were used as instruments for data collection. The findings reveal that current information services, …

Contemporary Strategies In Marketing E-Resources Amongst Selected Technical University (Tu) Libraries In Ghana, Stephanie Owusu Ansah Mrs, Michael Oppong Mr., Maxwell Kwame Agbeli Mr.

Library Philosophy and Practice (e-journal)

The study examined Contemporary strategies in marketing e-resources amongst selected Technical Universities (TUs) in Ghana. 62 respondents were respectively drawn from all three selected Technical Universities ie Kumasi Technical University, Tamale Technical University, and Takoradi Technical University. Given that the population from the three TUs library staff was small, no sampling had to be done. The investigator sent out 62 questionnaires to the three TUs and received 39 responses representing 63 %. A descriptive survey design was employed to acquire data from the selected Technical University (TUs) libraries. Analysis of the data gathered was carried out using bar charts, pie …

Current Prospects And Practices Of Social Media To Market Library Sources And Services: A Case Of Selected University Libraries Of Pakistan, Anwar Muhammad Mr, Tang Zhiwei Dr

Library Philosophy and Practice (e-journal)

Purpose: the prime purpose of this research study is to investigate the application of social media in the marketing of library sources and Services in the university libraries of Pakistan.

Research Design/Methodology/approach: Data were gathered using a survey method and a quantitative research methodology. The Pakistani university librarians were the source of the data, which was gathered both offline and online. With the aid of SPSS and other analysis software, 100 valid responses in all have been examined.

Findings: the Research findings revealed that university librarians of Pakistan are well aware of the very application of social media in the …

Permission-Based Marketing: Using Gis To Create Information Visualizations For Nonprofit Organizations., Mark J. Sciuchetti Dr., Jianping Huang

Atlantic Marketing Association Proceedings

No abstract provided.

Looking Local: An Exploration Of Texas Residents’ Perceptions Of The Go Texan Certification Program To Develop Brand Positioning Strategies, Laura Morgan Fischer, Courtney Gibson, Kayla Powers

Journal of Applied Communications

State agricultural certification programs allow consumers to knowingly purchase products grown or produced in their state. However, consumers may not be aware of or understand the concept behind these certification programs. This study examined Texas residents’ awareness and perceptions of one state agricultural certification program, GO TEXAN. To position a brand and develop key messages, communicators must be aware of how the audience views the brand, its key qualities and characteristics, and the information channels to distribute the messages. To do so, we distributed a survey instrument embedded in Qualtrics to a panel of Texas residents. We found respondents were …

Performance Expectancy And Use Of Social Media For Marketing By Staff Of Selected Publishing Firms In South-West, Nigeria, Osarobu E. Igudia Dr, Solomon Tosin Ogunsina Mr

Library Philosophy and Practice (e-journal)

Social media are platforms through which people of the different networks create, share and exchange information, ideas and also market products such as books in a virtual community. They are instruments for communication that do not just pass information but interact with customers. Since many benefits are derivable from the use of social media for marketing, it becomes imperative to investigate how book marketers use social media to achieve the objectives of their organisations. This study adopted a descriptive research design of correlational type. The population of the study was 212 marketing and sales staff of selected publishing firms. The …

Bridging The Gap Between Skidmore Students And Local Businesses, Charlotte Benson

Self-Determined Majors Final Projects

Skidmore students are an underutilized customer base for small businesses in Saratoga Springs. The purpose of this thesis is to analyze the purchasing behaviors of Skidmore students in order to determine how local small businesses can better attract them as customers. Current Skidmore students were surveyed and interviewed to ascertain overarching patterns in their purchasing habits. Results show that word of mouth and social media are influential at Skidmore, but are underutilized by local businesses. Findings also suggest that purchasing habits are largely formed during students’ first year at Skidmore. Finally, interview and survey results indicate that Skidmore students most …

The Effectiveness Of The University Of Southern Mississippi's Marketing And Branding Efforts Among Prospective Students, Amy Clevenger

Honors Theses

With enrollment rates expected to surge over the next decade, the competition

between institutions of higher learning will also increase. Because of this, marketing

material produced by all institutions will need to adjust to become more effective at

establishing brand identity to attract the attention of prospective students. Using Aaker’s

brand identity model as a framework to understand branding methods, this research aims

to identify marketing communication strategies that are more effective in a prospective

student’s decision-making process. The thesis also investigates prospective students’

recall and perception of marketing material produced by USM to determine its overall

effectiveness and differences …

Using Social Media Platforms To Enhance Marketing Of Library Services By Staff At Hamu Mukasa Library, Uganda Christian University, Mukono., Mayira Kizito, Nina Olivia Rugambwa, Vivian Kansiime

Library Philosophy and Practice (e-journal)

The study focused on use of social media platforms by library staff to market library services at Uganda Christian University, Mukono. The study objectives included; to identify the types of library services offered by the library, social media used in marketing library services and challenges faced by library staff. The study adopted a case study research design. The study population consisted of 12 library staff who were selected purposively. Data was collected using in-depth interviews and observation methods and was analyzed qualitatively using content and thematic analysis. The study findings revealed that both traditional and online library services were provided …

Harnessing The Power Of Video Ads, Linyi Li

Asian Management Insights

In digital advertising, video ads as a top-of-funnel function have a longer-lasting efect than display and search ads on a consumer's consciousness.

How Agritourism Operators Make Marketing And Promotion Decisions, Katelyn Miller, Quisto Settle, Audrey E. H. King, Bree Kisling

Journal of Human Sciences and Extension

Agritourism operators in Oklahoma were interviewed to determine how they make promotional decisions. Three themes were found from the interviews. The first was Educated Guessing. Participants were not formally trained in promoting agritourism operations, but they used their past experiences and the resources available to them to make decisions. The second theme was Facebook First. All 10 operations in this interview used Facebook as their primary marketing method based on positive experiences with the site as a promotional tool, followed by other options, such as websites. The third theme was More of the Same. The participants mostly intended to keep …

Marketing, Development, And The Question Of Meaning, Dominique Bouchet

Markets, Globalization & Development Review

Originally developed as a sales technique, marketing ended up playing an economic and political role globally. With the advent of globalization and sustainability issues, the importance given to the techniques of marketing in both analyses and in communication limits the possibility of mutual understanding and of social creativity. A profound understanding of what is at stake for society and culture is not what matters when the focus is on the ways to maintain the superficial link to the instrument of power.

The market plays a central role within the fields of marketing, economics and politics. Yet, questions of what the …

Voluntourism On The Camino De Santiago – How Iteration Changes Motives, Stakeholder Interaction, And Reintegration Of Hospitaleros, Andreas Braun

Journal of Global Hospitality and Tourism

Hospitaleros who volunteer in the hostels along the Camino de Santiago have, to the best of our knowledge, not yet been examined, from the perspectives of voluntourism and pilgrimage research. This article aims to give an insight into a unique form of volunteering based on 32 interviews with hostel wardens conducted between 2017 and 2021. The results indicate that – while hospitaleros primarily indicate interpersonal motives for their service – the voluntary work serves as a kind of “substitute drug” to satisfy the longing for and dependence on the Camino. With increasing iterations, (1) the strength of the personal motives …