The Role Of Augmented Reality In Improving Brand Attitude Through Perceived Enjoyment,
2024
Management Study Program, Universitas Negeri Surabaya
The Role Of Augmented Reality In Improving Brand Attitude Through Perceived Enjoyment, Widyastuti Widyastuti
Journal of Marketing and Consumer Behaviour in Emerging Markets
Augmented Reality is a technology that is commonly used by businesses to market their products. The technology allows customers to test products online in order to deliver a more enjoyable purchasing experience. The study is aimed at investigating the impact of vividness and perceived informativeness, as a characteristic of AR, on brand attitude through perceived enjoyment. There are 204 respondents chosen using purposive sampling technique. They are women who used Augmented Reality when purchasing cosmetics online. The study used a path analysis with the assistance of Amos software. According to the findings, perceived enjoyment can strengthen the influence of vividness …
2024, 2(19),
2024
Wydział Zarządzania Uniwersytetu Warszawskiego/Faculty of Management University of Warsaw
2024, 2(19)
Journal of Marketing and Consumer Behaviour in Emerging Markets
Full Issue 2024, 2(19)
2024, 1(18),
2024
Wydział Zarządzania Uniwersytetu Warszawskiego/Faculty of Management University of Warsaw
2024, 1(18)
Journal of Marketing and Consumer Behaviour in Emerging Markets
Full Issue 2024, 1(18)
Present Time Company: A Global Media Entity Dedicated To Documenting, Illustrating, And Expressing Art And Cultural Narratives From The Chinese Standpoint To The World,
2024
Sotheby's Institute of Art
Present Time Company: A Global Media Entity Dedicated To Documenting, Illustrating, And Expressing Art And Cultural Narratives From The Chinese Standpoint To The World, Yixuan Helen Han
MA Projects
Present Time Company, a trailblazing entity at the convergence of innovative storytelling and diverse art and culture, aims to demystify the art world and make cultural experiences accessible to all. The company strategically blends Eastern and Western art perspectives, excels in dynamic content creation, and leverages social media adeptly in a competitive landscape. Opportunities arise from the burgeoning Asian art market, global interest in diverse cultural narratives, and the
potential for strategic partnerships. The marketing strategy focuses on brand awareness, audience engagement, and community cultivation, seamlessly integrating art into daily life through diverse content and strategic collaborations. The pricing model, …
Identifying Youth Appeals In Alcohol Alternative Social Media Content Through Framing,
2024
West Chester University
Identifying Youth Appeals In Alcohol Alternative Social Media Content Through Framing, Melina Oneal
West Chester University Master’s Theses
Proposed regulations for alcohol advertising prevent beverage companies from targeting people under the legal drinking age. However, similar regulations for alcohol alternative beverages are less explored, which could allow alcohol alternative products to create awareness for alcoholic beverages among youth. Alcohol alternatives beverages, including no-alcohol and low-alcohol products, are increasing in popularity and can function as compliments to alcoholic products to decrease the total alcohol volume consumed or as substitutes for alcoholic products. Framing theory can be operationalized through the Content Appealing to Youth Index, an index of content elements found in research literature to be appealing to youth, to …
From Memes To Message To Mario Kart: An Analysis Of The Reach Of Social Media Content Related To Kamala Harris,
2024
Montclair State University
From Memes To Message To Mario Kart: An Analysis Of The Reach Of Social Media Content Related To Kamala Harris, Yi Luo, Jin-A Choi, Bond Benton
College of Communication and Media Scholarship and Creative Works
A daunting challenge in political engagement lies in connecting with the younger demographics who are the digital natives. Especially, the 18-24 age group has some of the lowest turnout rates amongst eligible voters. After her sudden ascendence to be the presumptive presidential candidate for the Democrat Party, a tidal wave of meme posts, largely from young Americans, playfully associated Kamala Harris with coconut tree. These coconut-themed memes ignited an unprecedented surge of energy and engagement among young voters on social media platforms, which provides an ideal context to examine their reactions toward these memes in light of a high-stake presidential …
Digital Shopper Insights: Understanding Generational Perspectives On Mobile Commerce,
2024
Middle Tennessee State University
Digital Shopper Insights: Understanding Generational Perspectives On Mobile Commerce, Ronda G. Henderson, Kimberly Mcneil, Roland Leak Dr.
Atlantic Marketing Journal
The purpose of this study was to identify the perceptions of consumers regarding the use of smartphones to shop and to determine the extent of influence age has on their intentions to use their smartphones to shop. A quantitative, descriptive research design was conducted to examine the perceptions of consumers regarding the use of smartphone-based shopping. The findings revealed that Gen Zers, Millennials, and Gen Xers reported positive perceptions about using their smartphones to shop online. Boomers were consistently more unsure in their responses. The three generation groups (Gen Zers, Millennials, Gen Xers) agreed that using their smartphones to shop …
The Impact Of Demographics And Cause Related Marketing Participation In The Black Lives Matter Movement On Company Image,
2024
Coastal Carolina University
The Impact Of Demographics And Cause Related Marketing Participation In The Black Lives Matter Movement On Company Image, Jerome Christia, Joseph Njuki
Atlantic Marketing Journal
Cause Related Marketing is an impactful marketing strategy for companies concerned about improving or maintaining their company image. This study examines the effect of cause related marketing participation Black Lives Matter movement and demographics of supporters on company image. Questionnaires from 106 respondents were collected, analyzed, and results presented. The paper reviews cause related marketing, the Black Lives Matter movement, and company image. In addition, demographic characteristics are investigated for respondent perspectives on company image. Our research indicates that there is a positive and significant relationship between cause related marketing participation in the Black Lives Matter movement on company image. …
Objectification And Meaning Transference: Does Showing More Skin Mean Less Perceived Agency For Brands?,
2024
Claremont Colleges
Objectification And Meaning Transference: Does Showing More Skin Mean Less Perceived Agency For Brands?, Zachariah Schlichting
CMC Senior Theses
The purpose of this study is to explore the effects of sexual imagery in advertisements on consumers’ perceptions of brand competence and agency. The effect of a brand’s expected agency was also manipulated between two groups, high expected agency (e.g., tech companies) vs low expected agency (e.g., alcohol companies). 167 participants (M=22.48, 54% women) were recruited through Sona Systems and social media to partake in an online survey conducted through Qualtrics. Participants were randomly assigned to one of four experimental groups and shown seven fictional advertisements; four target advertisements and three deception advertisements. They were then asked to rate their …
Through The Filter Lens: The Negative Impact Of Beauty Filters In Influencer Marketing,
2024
Old Dominion University
Through The Filter Lens: The Negative Impact Of Beauty Filters In Influencer Marketing, Faegheh Taheran, Veronica Thomas, Abdolali Mortazavi, Dana Amiri
Marketing Faculty Publications
The article focuses on the negative impact of beauty filters on followers' perceptions of social media influencers, examining how these filters affect attitudes through perceived authenticity and deception. Topics include the relationship between filter usage and follower attitudes; the mediating roles of authenticity and deception; the effects of different types of filters on influencer credibility; and highlight the importance of genuine presentation in influencer marketing.
Narrative Transportation: A Systematic Literature Review And Future Research Agenda,
2024
Old Dominion University
Narrative Transportation: A Systematic Literature Review And Future Research Agenda, Veronica L. Thomas, Jaime L. Grigsby
Marketing Faculty Publications
Consumers are inundated with opportunities to become engaged with marketing-generated stories, from watching an influencer detail her adventures abroad or a commercial about a military service member who makes it home just in time for the holidays. When consumers become so engaged with a story that they begin to connect with the story characters and imagine what will happen next, they experience a process known as narrative transportation, which has significant positive outcomes for marketers. Given the value that narrative transportation provides to marketers, we conduct a systematic literature review to both synthesize and provide direction on the literature of …
Netflix And Their Customer Acquisition Model,
2024
University of Montana
Netflix And Their Customer Acquisition Model, Maximus Drew
Undergraduate Theses, Professional Papers, and Capstone Artifacts
No abstract provided.
Built Ford Tough, Again: Does Each Generational Group Of Consumers Associate The New Ford Bronco With Positive Feelings Of Nostalgia?,
2024
University of Montana
Built Ford Tough, Again: Does Each Generational Group Of Consumers Associate The New Ford Bronco With Positive Feelings Of Nostalgia?, Liv R. Wilson, Emily J. Plant
Undergraduate Theses, Professional Papers, and Capstone Artifacts
This marketing research paper investigates whether various generational groups of consumers associate the new Ford Bronco with positive feelings of nostalgia. The study conducted a comprehensive survey with 420 respondents to determine the extent of nostalgia evoked by new Ford Bronco advertisements among consumers of different age groups. The results of the research suggest a strong and affirmative response to the new Ford Bronco advertisements across all generational cohorts. This implies that the marketing strategy employed by Ford effectively taps into a universal sense of nostalgia, transcending generational boundaries. This finding underscores the brand's ability to connect with consumers of …
The Influence Of Celebrity Endorsers On Brands' Perceived Warmth And Competence,
2024
Rollins College
The Influence Of Celebrity Endorsers On Brands' Perceived Warmth And Competence, Helene Gilis
Honors Program Theses
The utilization of celebrity endorsers has become a prevalent strategy among marketers in recent years, serving to enhance brand communication and audience engagement. This study examines the dynamic relationships of celebrity endorsements, specifically investigating the impact of perceived warmth and competence on celebrity endorsers through the stereotype content model (SCM). The model was introduced to fill the research gap in a marketing context on the influence of the perceived warmth and confidence of endorsers on the perception of brands and, subsequently, consumer behavior. Furthermore, the research evaluates the consequential effect of brand image on key brand elements, including purchase intention, …
Sugardale Marketing Research Project,
2024
The University of Akron
Sugardale Marketing Research Project, Brandon Gray, Xavier Zup, Alexis Rossilli, Robert Britton
Williams Honors College, Honors Research Projects
This is a marketing research project for Sugardale meat company. Our group will be conducting primary and secondary research in order to answer questions and achieve goals that will help the Sugardale meat company market to millennials.
Hartville Potato Chips Proposal,
2024
The University of Akron
Hartville Potato Chips Proposal, Colton J. Zweifel, Augustine M. Holben, Ashlyn T. Pinkerton, Adam J. Weidmann, Nick S. Maricocchi, Madyson E. Miller
Williams Honors College, Honors Research Projects
My Honors Research Team is assisting the small company called Hartville Potato Chips in their positioning and marketing in the business world. Our group looks to assess position where this company occupies in consumers' minds, how they can leverage their unique position, what companies they can partner with, what companies they partner with that are most successful, and where, financially, company is doing well. Our research will consist of interviews, second hand research, working with client, analyzing of financial materials, and focus groups. The goal overall is bring the company to a better spot in location of customers' heads.
Honors Project Hartville Potato Chips (Final) - College Of Business - Team 5 (Marketing Partnerchip),
2024
The University of Akron
Honors Project Hartville Potato Chips (Final) - College Of Business - Team 5 (Marketing Partnerchip), Isabela Schroeter, Justin Kriess, Trent Thomas, Devin Maddox, Irina Hacck, Jake Lubic
Williams Honors College, Honors Research Projects
TO EXPAND THE HARTVILLE POTATO CHIP COMPANY BRAND IN A WAY THAT WILL CREATE A UNIQUE POSITION IN THE MIND OF THE CONSUMER.
The Effect Of Greenwashing On Consumers’ Green Purchase Intentions,
2024
The British University in Egypt
The Effect Of Greenwashing On Consumers’ Green Purchase Intentions, Doaa Ayoub, Renad Awad
Business Administration
Green marketing is widely used by brands all over the world using misleading ways to give brands an advantage to achieve their goals and sales. This is called greenwashing. The aim of the study is to examine the influence of greenwash on the purchase intentions among Egyptian consumers. It tested the mediation effect of brand love, brand loyalty, brand image, and green consumer confusion in the relationship between greenwash and purchase intentions and it also tested the mediation effect of green trust in the relationship between green brand image and purchase intention. The data were collected electronically from 386 participants …
Effective Communication Strategy During Crisis: A Case Of The 2010 Toyota Recall Crisis,
2024
Eastern Illinois University
Effective Communication Strategy During Crisis: A Case Of The 2010 Toyota Recall Crisis, Masud Mensah
Masters Theses
Crisis communication is an integral part of public relations and organizational management at large involving the timely and strategic sharing of information during a crisis or emergency. Its primary purpose is to ensure that organizations effectively manage and minimize the negative impact of the crisis on their operations and stakeholders, which invariably helps to maintain trust, credibility and restore their reputation. Based on an interpretivist standpoint, the study utilizes qualitative approaches and takes the form of a case study. It offers a comprehensive account of the crisis, including key occurrences, media representation, and public responses, showcasing its international impact via …
The Body Positivity Movement: Improving Female College Students Mental Health And Body Appreciation,
2024
Middle Tennessee State University
The Body Positivity Movement: Improving Female College Students Mental Health And Body Appreciation, Emilie Conners, Lucy Matthews, Diane R. Edmondson
Atlantic Marketing Journal
Body image concerns among college-aged women continue to be an immense issue across many college campuses. As technology advances, it has become more common for young girls and women to edit their social media photos and focus more on their flaws. Body image has a significant impact on mental and physical health; therefore, it is vital that these concerns are addressed and fought. One movement recently used as a possible way to combat this concern is the body positivity movement. However, more research is needed to understand the impact of this movement on young women. Survey data was collected via …
