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Articles 1 - 11 of 11
Full-Text Articles in Public Relations and Advertising
The Effects Of Message Quantification: The Modearing Role Of Numeracy, Ilwoo Ju
The Effects Of Message Quantification: The Modearing Role Of Numeracy, Ilwoo Ju
Annual Research Symposium of the College of Communication and Information
Although the numerical information effects has been reported in persuasive contexts, little research has investigated how numeric information in the drug efficacy appeals may affect consumers' evaluation of DTC advertising. Based on an experiment, the current study revealed that: (a) consumers reported more positive perceived message effectiveness of and attitude toward advertising toward numeric DTC advertising; (b) when consumers were lowly numerate, the persuasive effects of numeric information was stronger. When consumers were highly numerate, however, the persuasive effects of numeric information was significantly reduced; and (c) perceived message effectiveness was found to be a valid indicator of actual DTC …
Dtc Advertising And Perceived Importance Of Illness: Two-Sided Message And The Moderating Role Of Dtca Skepticism, Ilwoo Ju
Annual Research Symposium of the College of Communication and Information
To better understand consumers' coping mechanisms of DTC advertising and to address socially important health issues, the current study examined whether perceived importance of sleep disorders is influenced by DTC advertising. Two-sided message order and DTCA skepticism were hypothesized as predictors of the perceived importance. The results showed that there is interaction between order effects and DTCA skepticism. Theoretical, practical, and regulatory implications are discussed.
The Effects Of Statistical Information In Pharmaceutical Product Advertising, Ilwoo Ju
The Effects Of Statistical Information In Pharmaceutical Product Advertising, Ilwoo Ju
Annual Research Symposium of the College of Communication and Information
In the contexts of prescription drug (DTC) advertising, statistical information has been frequently used. However, little is known about how the statistical information affects consumer attitude toward the advertisement and perceived importance of an advertised illness. Based on an experiment, the present study explored the mechanism of consumers' DTC advertising information processing using structural equation modeling (SEM) approach. The findings revealed that: (a) the use of statistical information in DTC advertising positively related to perceived message effectiveness; (b) perceived message effectiveness positively related to attitude toward the advertisement and perceived importance of an advertised illness; and (c) message framing (gain …
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.
Understanding The Dimensions Of Trust In Public Relations And Their Measurements, Joosuk Park
Understanding The Dimensions Of Trust In Public Relations And Their Measurements, Joosuk Park
Doctoral Dissertations
Trust judgment of an organization’s publics validates the existence of an organization as well as being one of the most powerful moderators of public relations effectiveness. The ideas of trust as one of the key dimensions to explain relational status between an organization and its key publics has been around more than a decade. Over the last two decades, the idea of trust in fact has been showing rising prominence across many diversified studies of relationship and relationship management. In relationship management, one of the important goals of public relations is to build mutually beneficial relationships among organizations and their …
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 …
“Make Your Move, Choose Your Food”: A Healthy Lifestyles Empowerment Campaign, Michelle Child
“Make Your Move, Choose Your Food”: A Healthy Lifestyles Empowerment Campaign, Michelle Child
Mahurin Honors College Capstone Experience/Thesis Projects
This thesis documents the campaign “Make Your Move. Choose Your Food.” This healthy lifestyles empowerment campaign was one of six conducted in Bowling Green, Kentucky during February 2012 for the Public Relations Student Society of America’s (PRSSA) 2011-2012 Bateman Case Study Competition through the public relations capstone courses Journalism 454 and 456. The objective of this campaign was to encourage children, teenagers, parents, educators and community organizations to improve their individual health and the health of the community. My team, consisting of four public relations seniors and myself, created three overall objectives grounded in research, planned strategies specific to our …
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 …
Strategizing And Executing The Town Hall Meeting During A Time Of Crisis., Douglas J. Swanson Ed.D Apr
Strategizing And Executing The Town Hall Meeting During A Time Of Crisis., Douglas J. Swanson Ed.D Apr
Douglas J. Swanson, Ed.D APR
No abstract provided.
The Impact Of Social Networking Sites On College Students' Consumption Patterns, Whitney Sue Thoene
The Impact Of Social Networking Sites On College Students' Consumption Patterns, Whitney Sue Thoene
Theses, Dissertations and Capstones
This research study examines the effect of social media, particularly Facebook and Twitter, on the purchasing habits of college students by testing for correlations between recommendations on social media and consumption patterns. Moreover, the research also examines the role of gender and social media usage frequency on consumption patterns. Findings revealed that both Facebook and Twitter are being used to obtain sales information and promotions. Furthermore, gender has an impact on both social networking sites. Additionally, this study found the higher the frequency of social media usage the more likely customers are to shop at the businesses they have befriended.