Advertising and Promotion Management Commons^™

Exploring Zero-Shot And Joint Training Cross-Lingual Strategies For Aspect-Based Sentiment Analysis Based On Contextualized Multilingual Language Models, Dang Van Thin, Hung Quoc Ngo, Duong Ngoc Hao, Ngan Luu-Thuy-Nguyen

Articles

Aspect-based sentiment analysis (ABSA) has attracted many researchers’ attention in recent years. However, the lack of benchmark datasets for specific languages is a common challenge because of the prohibitive cost of manual annotation. The zero-shot cross-lingual strategy can be applied to solve this gap in research. Moreover, previous works mainly focus on improving the performance of supervised ABSA with pre-trained languages. Therefore, there are few to no systematic comparisons of the benefits of multilingual models in zero-shot and joint training cross-lingual for the ABSA task. In this paper, we focus on the zero-shot and joint training cross-lingual transfer task for …

The Influence Of Marketing Communication Approaches On Student Pilots’ Choices Of Flight Schools, Jingmin Jin

Journal of Aviation/Aerospace Education & Research

As the U.S. domestic commercial aviation activities have been recovering and will continue to recover from the COVID-19 pandemic over the next few years, a trend of the shortage in the regional airline pilot workforce is noted. Therefore, it is crucial to increase the reservoir of pilot candidates to sustain the industry’s pilot occupation rigor. To assist advance flight schools’ recruitment of new pilot candidates, this study examined how various marketing communication approaches influenced student pilots’ selections of flight schools. This study also further investigated how student pilots’ preferences in accessing school information differed in accordance with their different demographic …

Blackstone Launchpad University Of Montana Strategic Analysis/Jacob Treece Honors Capstone Report, Jacob R. Treece

Undergraduate Theses, Professional Papers, and Capstone Artifacts

No abstract provided.

Honors Capstone- Analysis Of Service Quality Index (Sqi) Programs In The Rental Car Industry, Brandon Nally

Undergraduate Theses, Professional Papers, and Capstone Artifacts

This analysis explores a specific program utilized in the rental car industry known as the Service Quality Index (SQI). The SQI is a program for gathering customer feedback about their satisfaction with the rental car services and likelihood of utilizing the services again in the future. By employing this method, a rental car company can obtain valuable and reliable customer data. This paper focuses on the implementation of the SQI program within Enterprise Rent-A-Car (a division of Enterprise Holdings). The analysis examines both the benefits and drawbacks associated with SQI programs in the rental car industry by drawing on research …

Sb 74 - Amendments Regarding Discovery And Advertising Legal Services, Christopher J. Bridgers, Rebecca L. Sohnlein

Georgia State University Law Review

The Act allows for protective orders against the deposition of high‑ranking organizational officers when good cause exists. The Act also prevents the use of advertisements that misrepresent legal credentials in soliciting legal services and requires certain government officers and directors to maintain a designee for service of process on their respective websites.

Brand Activism In The Age Of Black Lives Matter Movement, Peter M. Mwencha, Reuben K. Njuguna

Atlantic Marketing Journal

This study provides a review of brand activism phenomenon against the background of the Black Lives Matter movement. It is informed by the growing number of activist customers, leaders and corporations that are taking a stand on divisive social and political issues that exists in today’s America. It finds that while socially-conscious consumers respond better to brands that support socio-political causes that they identify with, leaders and corporations should exercise caution when engaging in activism due to its divisiveness as well as the difficulty in aligning a brand’s public stance on an issue and consumers’ beliefs. The study recommends that …

Small Value-Add Local Food Retailer’S Covid-19 And Post-Covid-19 Strategies, Timothy L. Schauer, Denise Ogden, Doc Ogden

Atlantic Marketing Journal

The pandemic came as a blow to retailers that were already under pressure from online competitors that offered low prices and provided the convenience of shopping from home. The media tended to cover the plight and challenges for larger chain stores and big box retailers. However, the small local food providers and retailers also faced challenges and had to manage without the luxury of having dedicated staff and deep pockets with which to navigate through the pandemic. This paper explores the experiences and strategies used by 20 small local value-added food providers and retailers as they navigated the pandemic. Additionally, …

Manufacturing “Hits”: A Data-Driven Ai Approach To Releasing A Pop Song In 2022, Jessica Birk, Madhavi Chakrabarty

Atlantic Marketing Journal

Technology is radically transforming the music industry through the use of big data, artificial intelligence and machine learning algorithms. This paper presents a pilot study that examines the impact of data-driven approaches in creating, predicting, and marketing music. A machine learning algorithm is used to determine the optimal characteristics of the most popular songs and is used as the basis for creating the next song. Next, an AI technique was used to generate the inspiration of the instrumentation and lyrics of the song. Finally, a listener survey is used to determine the trend which included the mood, preference and context …

The Psychology Behind The Marketing Of Alcohol And Tobacco: How We Convince People To Do Things That Are Bad For Them, Sophie Dvorkin

CMC Senior Theses

The marketing tactics of the alcohol and tobacco industry are inextricably linked through the psychological basis upon which these companies target their customers. Through the principles of reciprocity, social proof, scarcity, commitment and consistency, unity, and authority featured in Robert Cialdini’s book Influence: The Psychology of Persuasion (2021). The principle of reciprocity explains how companies get customers to buy in, social proof explains our dependence on our peers’ validation, and scarcity explains why we want what we can’t have. The principles of commitment and consistency explain how companies garner long-term customers that see themselves as an extension of a brand, …

Detecting Deceptive Dark-Pattern Web Advertisements For Blind Screen-Reader Users, Satwick Ram Kodandaram, Mohan Sunkara, Sampath Jayarathna, Vikas Ashok

Computer Science Faculty Publications

Advertisements have become commonplace on modern websites. While ads are typically designed for visual consumption, it is unclear how they affect blind users who interact with the ads using a screen reader. Existing research studies on non-visual web interaction predominantly focus on general web browsing; the specific impact of extraneous ad content on blind users' experience remains largely unexplored. To fill this gap, we conducted an interview study with 18 blind participants; we found that blind users are often deceived by ads that contextually blend in with the surrounding web page content. While ad blockers can address this problem via …

The Challenge Of Measuring Traditional And Digital Audiences In A Global Market, Jorge Gallardo-Camacho, César García, Belén Puebla-Martínez

All Faculty Scholarship for the College of Arts and Humanities

This monograph titled Audiences and new forms of broadcast: linear, on-demand, streaming and/or social has five articles that represent the complexity of the phenomenon of audiences across fields and from different perspectives: Traditional television consumption, viewing of Netflix, the social audience of video platforms, the new tastes of viewers for vertical formats driven by mobile phones, and the relationship of influencers with their audiences. This number raises the problem of audience measurement, quantification, and comparison in the new digital age. The measurement of audiovisual audiences faces the problem of the lack of a measurement system accepted in all regions and …

Employee Satisfaction At Avis-Budget, Dylan Sandau

Undergraduate Theses, Professional Papers, and Capstone Artifacts

No abstract provided.

Typology Of Tweets And User Engagement Generated By U.S. Companies Involved In Developing Covid-19 Vaccines, Priyanka Khandelwal, Leslie Ramos Salazar, Soni Khandelwal

Department of Marketing: Faculty Publications

This study analyzes 295 tweets by four U.S. companies engaged in discovering a vaccine for COVID-19. Tweets were analyzed to understand how their Twitter feeds balanced corporate and product branding (vaccine, medicines, etc.) and disseminated scientific information relating to COVID-19. The results suggest that these companies were actively embedding technical information about COVID-19 in their corporate and product branding. Tweets providing technical and scientific information about the progress made toward developing a COVID-19 vaccine garnered high levels of user engagement from their target audience. Findings from this study indicate the growing importance of technical communication in corporate settings during a …

Businesses Supposedly Held The Key To The Ada, But They Dropped The Ball: Can Marketing Be The Shot In The Arm America Needs To Bring The Spirit Of The Ada Back To Life?, Elizabeth T. Gratz

Graduate Theses, Dissertations, and Problem Reports (ETD)

This research investigates the historical and current focus of the field of marketing on the disability community and considers whether marketers can positively impact attitudes toward the group through their firm media content. My first essay uses the Rocky Road to Policy Pavers model to discuss the importance of this large and underserved consumer group, and highlights several opportunities for the marketing community to reduce existing barriers to disabled consumers in the marketplace. One way that marketers can reduce stigma and improve attitudes toward the disability community is by strategically portraying individuals with disabilities in their firm media content. My …

Empowering Elderpreneurs Scommerce For Genx Consignment Store Owners In West Virginia, Joyita Sarkar

Graduate Theses, Dissertations, and Problem Reports (ETD)

In an ever-evolving digital landscape, this research explores Generation X (GenX) consignment store owners in West Virginia and the transformative power of Social commerce (sCommerce). Despite the ubiquity of Social media platforms, little attention has been given to the impact of sCommerce on the consignment store industry. Drawing from the Technology Acceptance Model (TAM) and the Diffusion of Innovation Theory (DIT), this study examines the factors influencing sCommerce adoption decisions for GenX consignment store owners.

Through qualitative research, this study uncovers untold stories within this entrepreneurial landscape. Purposeful sampling of 11 women and 20-60 minutes of in-depth interviews reveal the …

What Gives? Leveraging Marketing Knowledge To Increase Consumers’ Charitable Giving, Caitlin Michael

Graduate Theses, Dissertations, and Problem Reports (ETD)

Marketing plays a central role in nonprofit organizations that compete for the donations of individual consumers to achieve their respective missions. To this end, marketing researchers and practitioners have devoted much attention to the antecedents of charitable giving and ways in which solicitations may be made more effective and efficient. This gives rise to the questions: “What has the field learned?” and, relatedly, “What novel effects have not yet been explored?” Within this dissertation, three essays address these questions through the use of multiple methodologies.

The first essay seeks to outline what the marketing field has learned about consumers’ charitable …

Alcohol: The Permitted Drug In Our Society, Madison Tenhulzen

Honors Program Theses

In this thesis, I hope to shed light on how alcohol is advertised in our society, specifically to minors below the age of 21. I researched which alcohol brands I was able to follow, disguising myself as a minor on Instagram and Twitter. After the initial analysis, I specifically observed how the branding and social media presence of each brand is intentionally or unintentionally appealing to a younger audience. To accompany these observations, I conclude by proposing several solutions to help address this issue in our society.

Too Close To The Ego: Narcissists’ Affective Reaction To Advertising Depends On Its Relevance To Self-Image, Yang He

Funded Scholarship

This research investigates the effect of narcissism on consumers’ affective reaction to advertising. Narcissists are burdened with the duality of the overinflated self-view and the vulnerability of the unrealistic ego. They tend to be paranoid of the mere introspection of self-image, because such introspection can expose the vulnerability they have been diligent to avoid. Therefore, ads that are closely relevant to the viewer’s self-image can lead to a negative affective response. Several experiments show support for this hypothesis and illustrate implications for advertising practice. Taking into consideration reports that narcissism is on the rise within the population, promotional ads that …

The Art Of Branding: Rebranding The Habit, Allison Willrich

Whittier Scholars Program

The world is more visual-oriented than ever before, making a company’s logo a crucial factor in the success of branding as the logo serves as the first impression and visual indicator of the experience and value the brand will deliver. The purpose of this project is to better understand how people respond to brand design, and more specifically make judgments about the company based on the first impression they get from a logo. The brand of focus is The Habit, an American restaurant chain recognized for its excellence in product quality, but also has weaknesses in its overall brand negatively …

Green Advertising: The Progress Of Three Decades (1991-2020), Abhishek Abhishek, Birud Sindhav, Jonna Holland, Phani Tej Adidam

Mountain Plains Journal of Business and Technology

This paper presents an integrated review of 144 articles published on green advertising (GA) between 1991-2020. The extant literature is reviewed to aid taxonomical analysis of definitions, methodologies, and theoretical frameworks. The review suggests that the GA literature tracks the stimuli-moderators-outcome template of the general advertising literature. Consequently, advertising claims and appeals, consumer related factors, and product related factors are the organizing themes of the review. Emerging trends and possible research gaps for each of these three categories are identified. Based on a thorough discussion of current knowledge in the domain, detailed recommendations are presented to advance research in the …