Advertising and Promotion Management Commons^™

A Pedagogical Mystique?: Lessons Of Incorporating Feminism Into Skills-Based Communication Courses, Daniela Molta, Regina M. Luttrell Ph.D., Christopher J. Mccollough

Journal of Communication Pedagogy

It is imperative that today’s advertising, journalism, mass communication, and public relations students are prepared to engage in corporate activism and corporate social responsibility communications once in the workforce. This article explores the need for incorporating equity-based pedagogy, using feminism as one of many approaches, into skills-based communication courses. The researchers conducted 20 qualitative interviews with academics to discuss various approaches, examples, and learnings. The findings suggest that using a feminist framework to teach skills: (1) enhances the skill being taught, (2) allows students to communicate more effectively, (3) builds life skills, and (4) comes in many forms. The article …

Public Administration In Jordan: The Administrative Process 1921-1927, Ayman Abu-Faris, Abdelkareem Abosukar

Jerash for Research and Studies Journal مجلة جرش للبحوث والدراسات

Responded to this study the following question: Are there administrative functions actually "planning, organizing and recruitment, coordination and control at the emergence of the emirate?, It follows to this question; two questions of two other: Do you bear these posts by those on the Public Administration in the emirate? And The difference between the meanings of these functions and considerations on the part of and practical experience on the part of another when the emergence of the emirate?

Required to answer these questions, a statement of modern scientific meanings of these functions and their importance and considerations of authoritative scientific …

Vignettes: Social Media Practices Of Selected Social Enterprises In The Philippines, Raymund B. Habaradas, Ian Benedict R. Mia

Center for Business Research and Development

Social media enable firms to engage their consumers at a lower cost and at a higher level of efficiency than traditional communication tools. Using the typology for social media marketing of Coursaris et al (2013), we illustrate how two Philippine social enterprises, namely Human Nature and HOPE, utilize social media, specifically their Facebook brand pages, to promote their social and economic objectives.

Our exploratory study shows that social enterprises adopt different approaches in crafting the messages they release on social media. Their choice of highlighting either their products or their advocacies are influenced by the nature of their products and …

Ethical Branding In A Divided World: How Political Orientation Motivates Reactions To Marketplace Transgressions, Thomas Allard, Brent Mcferran

Research Collection Lee Kong Chian School Of Business

In today's marketplace, users (e.g., purchasers, influencers) are increasingly the “face” of brands to potential consumers, increasing the risk for brands should these users act poorly. Across seven studies, we document that political orientation moderates the desire for punishment toward users of ethical (vs. conventional) brands who commit moral transgressions. In response to identical marketplace transgressions, we observe that liberals punish ethical brand users less than conventional brand users. In contrast, conservatives punish the same users of ethical brands more than conventional brand users. We document that this bias stems from how people interpret the inconsistency between the ethical branding …

Comparing The Effects Of User Generated Video Reviews And Brand Generated Advertisements On Consumer Decisions On Youtube, Vaibhav Shwetangbhai Diwanji, Jaejin Lee

Journal of Applied Marketing Theory

This empirical study examines the effects of user generated vlogs (UGV) versus brand generated ads (BGA) on consumer decisions on YouTube. UGV refers to any type of review video content about brands or products, created and published by users on YouTube. BGA refers to brand generated advertisements on YouTube. Guided by the elaboration likelihood model of persuasion, this online experimental research involved a 2 (source: UGV versus BGA) X 2 (involvement: high versus low) X 2 (gender: male versus female) between-subjects research design. Results showed that UGV elicited significantly greater effects on consumer brand attitudes and purchase intentions than BGA, …

Making Sustainability A Core Competency: Consumer Response To Sustainable Innovative Products, Clyde Eiríkur Hull, Jennifer D. Russell, Monika Kukar-Kinney

Articles

Research suggests that sustainability may not be sufficient to yield a competitive advantage. Building on the resource-based view, this research evaluates three questions: (1) Can using sustainability as a differentiator lead to consumers choosing sustainable products? (2) Does product sustainability appeal more to environmentally concerned consumers? (3) Does product sustainability appeal more when paired with innovation? To test the hypotheses, an online survey of 344 US respondents was conducted. Consumers were given a hypothetical budget for an office chair and asked to choose between two products at a time. Hypotheses were tested with frequency and Chisquare tests and logistic regression. …

Examining The Factors Influencing Tourists’ Destination: A Case Of Nanhai Movie Theme Park In China, Liting Zhou, Fei Ouyang, Yang Li, Jieling Zhan, Nadeem Akhtar, Muhammad Ittefaq

School of Communication Studies - Faculty Scholarship

The present study used a stimulus-organism-response (S-O-R) theoretical framework to examine the relationship between theme park tourists’ experience, brand identity, brand satisfaction, and brand loyalty in China. By using the structural equation model (CB-SEM), this paper illustrates the process of forming destination brand loyalty for sustainable tourism on theme parks. The results suggested a second-order structure of tourism experience. The first-order four factors have different impacts on the second-order tourism experience. Activity experience is the most important factor influencing tourism experience, followed by environment experience, then facility experience, and finally interaction experience. In terms of tourism experience, individual brand identity-brand …

Measuring Environmental Responsible Behavior Through Experience Quality, Perceived Value, And Tourist Satisfaction From The Perspectives Of Tourists In Natural Sites, Anil Kumar, Suman Lata

Journal of Global Business Insights

This study aims to examine environmentally responsible behavior through experience quality, perceived value, and tourist satisfaction while explaining responsible behavior of tourists towards the environment in the natural sites of Madhya Pradesh, India. The theoretical framework proposed is based on literature. Structural equation modeling (SEM) was employed using partial least squares (PLS) 3.0 software to test the model fit and hypotheses. The data was collected using random sampling from 131 tourists at these natural sites who participated in the survey through a questionnaire. The analysis showed a good fit for the environmentally responsible behavior study model. The results suggested that …

Literaturas En Exhibición: Autores-Show Y Posturas Precarias En El Siglo Xxi Hispanoamericano Neoliberal, Sara Cordon Hornillos

Dissertations, Theses, and Capstone Projects

The consolidation of neoliberalism, the demands of the market, the importance of the image, the possibilities offered by social media, and the ways celebrity is constructed not only favor but also demand the exhibition of the artist.

This dissertation examines for the first time how twenty-first-century Latin American and Spanish authors with sexual, ethnic, gender, or class identities traditionally excluded from the realm of literary distinction employ self-exhibition to engage with the public, thus redrawing the limits of literature. Reflecting critically on the commodification and manipulation of the contemporary authorial figure, as well as the possibilities of agency that certain …

Corporate Social Responsibility Influence On Organizational Performance: Moderating Effect Of Corporate Reputation Performance: Moderating Effect Of Corporate Reputation, Eti Jain, Anuja Shukla, Shiv K. Sharma, Arvind Kumar

Management Dynamics

No abstract provided.

Online Influencer Marketing – An Effective Marketing Technique For Strategic Branding, Resonating Communication And Customer Engagement, Prashant Chaudhary

Management Dynamics

The power of word-of-mouth is all omnipresent, but with the advent and proliferation of social media with its speed of spreading the word, it’s more significant than ever before. Online influencer marketing is bringing fashion brands and customers specifically to the millennials – closer than ever before. Personality and content are what social influencers provide to the prospective customers of a fashion brand. Having created their online niche and their follower base these influencers are often probably like-minded individuals. Recommendations from influencers have become more effective and can hold more weight than various impersonal forms of advertisement. A business partnership …

What Explains Smartwatch Adoption? A Comparative Study Of South Korea And Indonesia, Mufida Sekardhani, Sujin Song

Asia Marketing Journal

Identifying factors that influence consumers’ intentions to adopt a smartwatch has become a major research interest in marketing literature, yet little is known about it in dissimilar cultural settings. The current research employs a comparative study of South Korea and Indonesia, which differ in location and cultural heritage, smartwatch penetration rate, geographic size, level of income, and developmental stage as a country. An extended model of TAM is proposed, and PLS-SEM is employed to test the model on data collected from 262 respondents. The findings indicate that complementary goods and healthtology have positive influences on perceived usefulness and visibility has …

Are More Followers Always Better? The Non-Linear Relationship Between The Number Of Followers And User Engagement On Seeded Marketing Campaigns In Instagram, Suyoung Moon, Shijin Yoo

Asia Marketing Journal

Seeded marketing campaign (SMC) is a newly created type of marketing activities with the widespread use of social media. Previous research has examined to find out the optimal seeding strategy that yields the best outcome from the campaign. This research explores the relationships between the characteristics of the seeded influencer and user engagement. The data consists of information from 1,062 seeded Instagram posts posted in September 2020 in Korea and 778 seeded influencers who posted those contents. Analyzed by negative binomial regression, our quadratic model suggests that the relationship between user engagement and the number of followers of the seeded …

Mobile Banking Service In Mongolia: The Role Of Online Convenience On The Acceptance And Use Behavior, Aisena Ivanova, Grimm Noh

Asia Marketing Journal

The goal of this study is to scrutinize the impact of individual online convenience dimensions on mobile banking acceptance and use in Mongolia. A total of 211 valid responses were collected from Mongolian university students who currently use mobile banking application services from local banks. The SmartPLS 3.3 software was used to conduct the confirmatory factor analysis and test the hypotheses. Using structural equation modelling, this research discovered that access convenience, transaction convenience, and possession/post- possession convenience are the main constructs related to the adoption of mobile banking services. Perceived innovation showed a significant positive effect on the adoption of …

School Choice Factors Influencing U.S. Domestic And International Student Pilots’ Selections Of Vocational Flight Schools, Jingmin Jin

Journal of Aviation/Aerospace Education & Research

As international civil aviation activities resume from the COVID-19 pandemic, along with fleet growth and high retirement rates for senior pilots, there is a concern about the industry’s capability in supplying sufficient numbers of competent professional pilots. In order to advance the industry’s recruitment, it is necessary to determine effective approaches that may attract prospective student pilots to flight schools. This study investigated how school choice factors influenced U.S. domestic student pilots’ selections of vocational, non-collegiate flight schools in comparison to international student pilots. The study data were adopted from a 2019 survey research, which included 157 domestic and 44 …

The Impact Of E-Service Quality On The Customer Satisfaction Of Electronic And Small Appliances Online Shoppers In Saudi Arabia, Majed A. Almobarak

Theses & Dissertations

The objective of this quantitative study, which utilized a non-experimental, correlational predictive design, was to evaluate the association between perceptions of e-service quality by Saudi Arabian adult residents and their overall satisfaction with the online retailer from which they buy their electronics and small appliances products. The study also sought to determine to what extent e-service quality factors, as a group and independently, predict the customer satisfaction of the participants of this study. The participants of this study were limited to adults (18 years of age or older), male and female, who live in any region of Saudi Arabia, and …

The Buzz Behind Alcohol Advertising: A Study Of How Alcohol Advertisements On Social Media Impact Behavior, Alexis Morgan Campbell

Graduate Theses and Dissertations

Alcohol advertisements are known to be appealing and memorable, and several researchers have investigated what makes these advertisements so attractive. Several trends have emerged regarding the content within alcohol advertisements: themes of parties, celebration, and social success within television, magazines, and social media since the 1970s. Recently, several studies found that new themes in alcohol ads have been found to be popular, especially in social media advertisements (Campbell & Chung, 2022). The elaboration likelihood model (ELM) provides insight into why a person’s attitude could be more susceptible or why their behavior could be more easily influenced by certain types of …

The Effects Of Online Reviews And Promotional Messages On Product Performance : Review Helpfulness And The Power Of Language, Ziru Bao

Lingnan Theses (MPhil & PhD)

This dissertation contains two essays. For Essay One, previous studies on review helpfulness focus on what makes a review helpful and how to predict review helpfulness. In so doing, researchers hope to identify the most helpful reviews for consumers and improve the recommendation system. However, little is known about the effect of these helpful reviews on product performance. Thus, this paper investigates how helpful reviews or the helpfulness votes influence product sales. Since product sales are only available at the group (product) level, estimating the effect of helpfulness votes presents a challenging multilevel problem. This research considers both the disaggregating …

Obstacles To Managing Social Institutions In Light Of The Corona Pandemic, Ibrahim Al-Adra, Mohd Habib Samkari

Journal of the Association of Arab Universities for Research in Higher Education مجلة اتحاد الجامعات العربية للبحوث في التعليم العالي

The study aimed to identify the obstacles to managing social institutions in light of the Corona pandemic. The study sample consisted of (15) general managers and directors of sub-sections in social institutions working in the field. The study used the qualitative approach for the purposes of the study, and the researchers used the interview as a tool for collecting information and data. The results of the study indicated that the most prominent administrative obstacles are the lack of alternative plans for the administration to deal with crises, and the lack of readiness of the Internet and technology infrastructure. While the …

The Relationships Among Locus Of Control, The Impostor Phenomenon, And Math Anxiety In Business Majors, Tiffany L. S. Tovey, Stephanie Kelly, Wiley Brown

International Journal for Business Education

The importance of quantitative literacy in business education cannot be overstated. A barrier to enhancing quantitative skills for many business majors is their math anxiety, an angst some individuals experience when working with numbers. This study explored the relationship between math anxiety, locus of control, and impostor phenomenon in business students. 220 business students (undergraduate and graduate) from a two moderately sized southeastern universities in the United States participated in an online survey that assessed these three phenomena. A linear regression was run to understand the relationships among the variables. The results indicated that more than one fifth of math …