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Communication Technology and New Media Commons™
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- Adoption of an innovation (1)
- Advertising (1)
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- Attitudes toward mobile marketing (1)
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- Body Dissatisfaction (1)
- Celebrity endorsement (1)
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Articles 1 - 7 of 7
Full-Text Articles in Communication Technology and New Media
Herding Cats, Knitting Fog, And Nailing Pudding To The Wall: Toward A Mixed-Methods Approach For Evaluating Social Media Marketing In Libraries, Selene Colburn
Herding Cats, Knitting Fog, And Nailing Pudding To The Wall: Toward A Mixed-Methods Approach For Evaluating Social Media Marketing In Libraries, Selene Colburn
UVM Libraries Conference Day
Just a few years ago, social media tools were so new that adapters were considered innovators. Many academic libraries now routinely share information about their collections, programs, and services through these modalities, but how do we evaluate our efforts, in a medium that remains inherently experimental? This paper will look at both qualitative and quantitative evaluative measures that can be used together to assess the efficacy of social media marketing campaigns and will provide conference-goers with sample rubrics for assessing the use of Facebook, Twitter, and YouTube.
Attitudes Toward And Behavioral Intentions To Adopt Mobile Marketing: Comparisons Of Gen Y In The United States, France And China, Rebecca Wells, Catherine E. Kleshinski, Terence Lau
Attitudes Toward And Behavioral Intentions To Adopt Mobile Marketing: Comparisons Of Gen Y In The United States, France And China, Rebecca Wells, Catherine E. Kleshinski, Terence Lau
Management and Marketing Faculty Publications
The rapid global diffusion of mobile marketing makes it increasingly important to understand cross-‐cultural consumer attitudes and behavioral intentions toward mobile marketing as a promotional channel. By building on the previously published research of Altuna and Konuk (2009), this work investigates the attitudes and behavioral intentions toward mobile marketing of Generation Y consumers in the United States, France, and China. Based on this analysis, Chinese Gen Y have the most positive attitude toward mobile marketing, and their overall attitude is significantly more positive than the attitudes of French and American Gen Y groups. While American Gen Y's behavioral intentions are …
Status: In A Relationship How Effective Is Customer Relationship Marketing On Facebook?, Courtney Weiss
Status: In A Relationship How Effective Is Customer Relationship Marketing On Facebook?, Courtney Weiss
Honors Projects in Marketing
Facebook provides an avenue for companies to connect with consumers in new ways. Since so many tools for communication are available on the site, it can be difficult for a company to focus its marketing efforts. This study examines how consumers respond to Facebook Advertisements and company pages on Facebook in order to determine where companies should allocate their resources on the social networking site. Specifically, it explores consumer click-through rates on Facebook Ads, as well as consumer perception of various Facebook promotional tools. The methodology includes traditional research in the form of a literature review, as well as focus …
The Impact Of Celebrity Endorser Type And Source Credibility On The Advertising Attitudes And Purchase Intentions Of Indian Rural Consumers, Sidharth Muralidharan
The Impact Of Celebrity Endorser Type And Source Credibility On The Advertising Attitudes And Purchase Intentions Of Indian Rural Consumers, Sidharth Muralidharan
Dissertations
India is among the fastest growing economies in the world and has the second largest population out of which 70% are considered rural. The rural consumer has witnessed a lifestyle shift wherein they have become brand conscious, consumption of media content has increased and a rising income has opened up possibilities never experienced before. Understanding the love for cinema, celebrity endorsement has become a popular marketing strategy being employed by advertisers in India. The purpose of this study was to find out which celebrity endorser type (national, regional or non-celebrity) was the most effective on rural consumer’s attitude toward the …
Comparative Models Of Cooperative Journalism, Mercedes N. Rodriguez
Comparative Models Of Cooperative Journalism, Mercedes N. Rodriguez
Journalism
No abstract provided.
Social Media: Changing Advertising Education, Deborah A. Lester
Social Media: Changing Advertising Education, Deborah A. Lester
Faculty and Research Publications
Creating an academic assignment that closely parallels an advertising agency's real world business experience is a challenge, but social media has destroyed many of the barriers that historically limited media options and completion of advertising plans. Because digital media is cost effective and easily used, commercials, videos, podcasts, and multimedia messaging can be filmed, edited, and broadcast, within the time frame of an advertising course This article presents an applied advertising project that incorporates YouTube, Flicker, MySpace, Face book, Twitter, Linkedin, Ning, Tagged, Google +, and other online social networking sites as the foundation for an integrated marketing communication strategy. …
Advertising The Thin Ideal-The Effect On Women, Christine Murphy
Advertising The Thin Ideal-The Effect On Women, Christine Murphy
Irish Business Journal
Debate on the thin ideal has been prevalent for many decades, however given the substantial increase in eating disorders and the omnipresent influence of the media the time is now ripe for decisive action in the area of women in advertising. Most research in this area has focused on the psychological impact of the thin ideal. The new research presented in this paper is important as it explores the marketing implications of the portrayal of women in the fashion and cosmetic industry. The success of this industry depends entirely on how receptive consumers are to the images portrayed. This paper …