Open Access. Powered by Scholars. Published by Universities.®
Public Relations and Advertising Commons™
Open Access. Powered by Scholars. Published by Universities.®
- Discipline
- Institution
- Publication Type
Articles 1 - 2 of 2
Full-Text Articles in Public Relations and Advertising
The Evolution (Revolution) Of Social Media And Social Networking As A Necessary Topic In The Marketing Curriculum: A Case For Integrating Social Media Into Marketing Classes, Irene J. Dickey, William F. Lewis
The Evolution (Revolution) Of Social Media And Social Networking As A Necessary Topic In The Marketing Curriculum: A Case For Integrating Social Media Into Marketing Classes, Irene J. Dickey, William F. Lewis
Management and Marketing Faculty Publications
This research first examines social media and social networks as a social phenomenon and its influence on marketing practice. Survey data and an extensive literature review reveal that not only have social networks evolved rapidly during the last few years, but so have social media, consumer behaviors, and subsequently, social media marketing tactics, which are increasingly being integrated into marketing programs. The authors explore the question of whether more time should be devoted to these topics and whether they should be incorporated into the marketing curriculum. This research provides important information, insights and recommendations for incorporating the topic of social …
An Exploration Of The Impact Of Brand Personality On Consumer Buying Intentions Toward Specialist Stationery Products Across Age Groups, Chalinun Aurmanarom
An Exploration Of The Impact Of Brand Personality On Consumer Buying Intentions Toward Specialist Stationery Products Across Age Groups, Chalinun Aurmanarom
Theses : Honours
The market for stationery products is constantly evolving particularly in light of technological influences and changes in the range of items available beyond single category products. Customers now seek more than pens and paper products; rather they are looking towards convenient specialist stationery one-stop-shop options. This research aimed to provide insight into consumers' specialist stationery products (SSPs) purchasing intentions across different age groups. A qualitative design via focus groups was used to gather consumer information. This process allowed for expressions of personal feelings and emotions relating to SSPs purchasing experiences to be captured. The findings revealed that brand personality is …