Advertising and Promotion Management Commons^™

Consumer Reactions To Alcohol Advertising Health Warnings In Ireland: An Experimental Research Study, Vania Filipova

Doctoral

Introduction and Aims As part of several measures to inform consumers about the health risks of alcohol and reduce alcohol consumption, the Irish Government signed into law the Public Health (Alcohol) Act 2018, with Section 13 requiring the implementation of multiple health warnings in all alcohol ads. While health warnings on product labels have been subject to intensive political discussion and academic research, health warnings in alcohol ads have received little attention and empirical support. This doctoral dissertation investigates whether health warnings in alcohol ads can promote cognitive and affective reactions in consumers. Furthermore, this thesis also examines whether the …

نظم المعلومات الإدارية ودورها في تعزيز الإبداع الإداري في شركات تكنولوجيا المعلومات بمجال العمل عن بُعد – قطاع غزة, آية خالد جعرور ماجستير

Journal of Al-Azhar University – Gaza (Humanities)

الملخص:

هدفت الدراسة للتعرف على نظم المعلومات الإدارية ودورها في تعزيز الإبداع الإداري في شركات تكنولوجيا المعلومات بمجال العمل عن بُعد – قطاع غزة.

استخدمت الباحثة المنهج الوصفيّ التحليليّ، وتكون مجتمع الدراسة من الموظفين العاملين في شركات تكنولوجيا المعلومات في قطاع غزة وعددهم (365) موظف، واستُخدمت الاستبانة كأداة للدراسة، والاعتماد على أسلوب العينة العشوائية البسيطة تم توزيع (187) استبانة على أفراد العينة، وتمَ استرداد (180) استبانة. ومن ثَمّ قامت الباحثة بتحليل البيانات باستخدام البرنامج الإحصائيّ SPSS، وأظهرت نتائج الدراسة أنّ هناك دور إيجابي لنظم المعلومات الإدارية على تعزيز الإبداع الإداري إلى جانب وجود علاقة إيجابية بين نظم المعلومات الإدارية وتعزيز …

دور الإدارة الاستراتيجية في إدارة الأزمات والكوارث في بلديات شمال قطاع غزة, سلوى سليم ثابت ماجستير

Journal of Al-Azhar University – Gaza (Humanities)

الملخص:

هدفت هذه الدارسة إلى التعرف على دور الإدارة الاستراتيجية في إدارة الأزمات والكوارث في بلديات شمال قطاع غزة، واعتمدت الدراسة المنهج الوصفي التحليلي، وقد استخدمت الدراسة أسلوب المسح الشامل للوظائف الإشراقية في بلديات محافظة شمال قطاع غزة، واستخدمت الباحثة الاستبانة كأداة رئيسة لجمع البيانات، حيث تم توزيع (87) استبانة وتم استرداد (83) استبانة، وقد خلصت الدارسة إلى نسبة تطبيق الإدارة الاستراتيجية في بلديات شمال قطاع غزة 76.24%، وبينت نتائج الدراسة أن قدرة بلديات شمال قطاع غزة على إدارة الأزمات والكوارث كانت بنسبة 75%، وأظهرت أيضاً أن ما نسبته (75.9%) من التأثير في إدارة الأزمات والكوارث تم تفسيره من خلال …

Designing A Knowledge-Based System (Kbs) To Study Consumer Purchase Intention: The Impact Of Digital Influencers In Pakistan, Sherbaz Khan, Aamir Rashid, Rizwana Rasheed, Noor Aina Amirah

Publications and Research

Purpose – The purpose of this study is to present a complete framework that defines the link between choices and decision criteria based on existing research on digital influencers (DIs) connected to consumer purchase intentions. The primary goal of this article is to assess the effect of DIs on customer purchase intentions via the creation of an integrated knowledge-based system (KBS).

Design/methodology/approach – The suggested KBS is based on the fuzzy analytic hierarchy process (AHP), which creates a link between DI elements and their overall effect on consumer purchase intentions.

Findings – With the help of a KBS, the performance …

Small Farmers’ Use Of Social Media And Other Channels For Marketing Their Agricultural Products, Carlos Alberto Moreno-Ortiz, Donna J. Peterson Dr., Alba J. Collart, Laura Downey, Susan Seal, Roberto Gallardo

Journal of Extension

We examined small farmers’ use of and preference for different channels for marketing agricultural products and explored differences by gender, age group, and education level. Farmers markets and social media were preferred channels, with participants under age 55 being more likely than those 55 and over to prefer and use social media and agree that social media would be useful for promoting products and increasing sales. While selling via social media could provide a larger market, one challenge is that the average age of Mississippi farm operators is 59. Therefore, Extension must consider multiple approaches for delivering training on marketing.

Project-Based Pedagogy: The Client's Perspective, Wayne Aho, Wendy Cagle, Jon Marvel, Michael Smith, Edward Wright

International Journal for Business Education

Project-based experiential business education seeks to provide students with lessons that are meaningful, practical, and enduring. While previous research has sought to understand how students and faculty members react to such educational experiences, it is also important to understand the perceptions of the business clients who engage with programs employing project-based education. The aim of this study was to better understand the experiences of business clients with whom students engaged as part of an undergraduate business capstone course. Two hundred fifty-three previous clients were surveyed with a 22.4% response rate. Responses were subjected to content analysis to cluster replies into …

Signature Pedagogy For Entrepreneurship Education: An Emerging Perspective, Ashley Gess, Eleonora Brivio, Gianluca De Leo

International Journal for Business Education

Entrepreneurial ways of thinking and doing intersect with the knowledge and skills that a global citizen needs to thrive. There is a robust body of scholarship that identifies core entrepreneurial skills however there is a dearth of evidence addressing how to successfully teach entrepreneurship. Using the lens of experiential learning, this qualitative study examines the surface, deep, and implicit structures of professional entrepreneurial culture toward revealing a meaningful, authentic pedagogical approach for entrepreneurship education. In order to achieve this outcome, researchers utilized a semi-structured comparable multiple-case study design to engage 19 incubated entrepreneurs in focus group interviews. A replication strategy …

How Couples Youtube Channels Forge "Friendships" With Their Viewers: A Thematic Textual Analysis, Marisol Botello

Electronic Theses, Projects, and Dissertations

A “couples YouTube channel” is a YouTube channel where a real-life romantic couple posts videos about their relationship. On YouTube there are hundreds of such channels, and some are so popular that those couples actually make a living creating and sharing their stories. How do they do this? More specifically: what marketing techniques, specifically storytelling practices, do these YouTube couples use to resonate with audiences?

This exploratory, qualitative study seeks to answer this question through a thematic textual analysis of three couples YouTube channels. Using narrative theory and parasocial interaction as theoretical frameworks, the study interpretively analyzes a total of …

Movies That Sell: A Rhetorical Analysis Of Product Placements In Marvel Movies, Andrew Nii Okai Okai

Electronic Theses and Dissertations

The advancement of digital entertainment media has given audiences the ability to skip ads that do not interest them. Consequently, brands face the challenge of creating ads that can compel audiences and finding media outlets that can effectively reach target audiences. Brands today use product placements to promote their products because movie audiences are generally attentive to ads when they are incorporated in a movie’s narrative. Marvel Cinematic Universe is a globally recognized entertainment franchise that uses product placements strategically to promote brands in their movies and TV shows. In this study, I conduct rhetorical analyses of select product placements …

The Influence Of Social Media On The Tourism Industry: A Content Analysis Of Culinary Tourism Brands Via Instagram, Angela White

Electronic Theses and Dissertations

The tourism industry in the United States is constantly changing and being influenced by social media, specifically Instagram. Culinary brands use Instagram to advertise their restaurants and dishes in a creative, visual way. As a result, Instagram is now being used as a tool by tourists and both potential and current customers to share their dining experiences and find these locations based on the visual appeal. This study provides a content analysis of Instagram account information and photo composition within eight popular culinary tourism destinations by examining the strategies used by the accounts. 50 randomly selected photos were used from …

Cultivating Financial Literacy Through Secondary School Economics Education: Access To Powerful Knowledge, Emanuel Mizzi

International Journal for Business Education

‘Powerful knowledge’ is disciplinary knowledge that when learned, empowers students to make decisions in a way that will influence their lives in a positive way (Young, 2008). In this paper, the researcher employs this construct to explore the financial literacy education arising from studying secondary school economics. It emerges from the author’s research aimed at exploring teaching and learning in secondary school Maltese economics classrooms. The underlying conceptual framework for this study is critical realism. The study design consisted of interviewing and observing 14 economics teachers, together with four focus groups interviews with students. Data were analyzed by employing thematic …

Promoting Employer Desired Competencies Through A Multiphased "Workgroup" Project, Ashly Smith

International Journal for Business Education

Employers and business leaders have long been advocating for the importance of career readiness skills like critical thinking/problem solving, information literacy, teamwork/collaboration, professionalism/work ethic, and oral/written communication (NACE, 2019; Partnership, 2008). While faculty and students see value in projects that develop these skills, such projects can be some of the most challenging to incorporate effectively into business courses (Chapman et al., 2010; Detmering & Johnson, 2012; Lee et al., 2016; Marks & O’Connor, 2013). This article reports on a multi-phase group project that aims to strengthen a selection of these employer-desired skills while ameliorating student concerns about the research process …

Practice Enterprises In Times Of Distance Learning: The Impact And Consequences Of The Covid-19 Pandemic To The Collaboration Of Practice Enterprises, Theresa Feuchter, Gernot Dreisiebner, Elisabeth Riebenbauer, Ph.D., Michaela Stock

International Journal for Business Education

The aim of this paper is to outline the consequences which arise from the digital transformation of the multidimensional teaching and learning setting of practice enterprises and to discuss how digital collaboration of students can be supported during the COVID-19 pandemic. As an evolutionary moment also in the field of education, one can consider the experiences of COVID-19 as a catalyst for digital transformation and distance learning in education. How digital collaboration can be fostered in times of distance learning is shown by using the example of business simulations such as practice enterprises (PE). While previously this multidimensional teaching and …

Internships As Clinical Rotations In Business: Enhancing Access And Options, Faye W. Gilbert, Jason Harkins, Pankaj Agrrawal, Taylor Ashley

International Journal for Business Education

Internships are high impact practices that offer work experiences and provide advantages for participating undergraduate students and for the talent acquisition efforts of firms. While research consistently documents the benefits of internships as a transformative experience, access and outcomes may vary for students and for underserved populations. Limitations of internships can include lack of access to enough positions as well as inadequate interactions between undergraduate students, firms, and faculty members in business programs. The purpose of this article is to describe an approach to enhancing access to internships on a larger scale with greater variety. Protocols found in clinical rotations …

Stimulating Intrapreneurial Intentions With Digital Business Training In The Vet Sector: The Potential Of Massive Open Online Courses, Christian Friedl

International Journal for Business Education

It has become imperative to stimulate and support employees to behave entrepreneurially within organizations (intrapreneurship). However, little is known about how digital, massive, and scalable business education and training formats such as massive open online course (MOOCs) can contribute to vocational and educational training (VET) in general, and to nurture intrapreneurial behavior and corresponding intentions in specific. Therefore, the purpose of this paper is to explore the potential effect of a MOOC on intrapreneurial intentions of learners.
Data were acquired from 412 employees taking a MOOC on intrapreneurship for constructs embedded in the theory of planned behavior, tailored to the …

Real-Time Bidding Campaigns Optimization Using User Profile Settings, Luis Miralles-Pechuán, Muhammad Atif Qureshi, Brian Mac Namee

Articles

Real-time bidding is nowadays one of the most promising systems in the online advertising ecosystem. In this study, the performance of RTB campaigns is improved by optimising the parameters of the users' profiles and the publishers' websites. Most studies concerning optimising RTB campaigns are focused on the bidding strategy, i.e., estimating the best value for each bid. However, this research focuses on optimising RTB campaigns by finding out configurations that maximise both the number of impressions and the average profitability of the visits. An online campaign configuration generally consists of a set of parameters along with their values such as …

Influencer Celebrification: How Social Media Influencers Acquire Celebrity Capital, Gillian Brooks, Jenna M. Drenten, Mikolaj Jan Piskorski

School of Business: Faculty Publications and Other Works

The digital age has given rise to new pathways for everyday individuals to accrue media attention, which can be translated into promotional endeavors. Such sociocultural currency is referred to as celebrity capital, which can be exchanged within the field of advertising through celebrity endorsements. Traditional celebrities acquire celebrity capital through institutional intermediaries such as sport, television, music, and movies. Research is needed to understand the unique process by which social media influencers (SMIs) acquire celebrity capital. We draw on interviews with 40 global advertising industry practitioners and influencers to better understand how influencers acquire celebrity capital in a saturated media …

Social Influence, Xenocentrism And Status Consumption On Purchase Intention: In The Case Of Women’S Imported Handbags, Munkhbayasgalan Ganbold, Urandelger Gantulga

Asia Marketing Journal

The Mongolian market has got filled with imported products that pose a great challenge to domestic businesses. However, on the other hand, exported products give opportunities to understand product quality standards for domestic business owners. Therefore, it becomes meaningful to understand how the consumers distinguish between domestic and imported products. The study examines the relationship between social influence, xenocentrism, status consumption, and imported product’s purchase intention. To achieve the purpose of the research, a survey was conducted on consumers who experienced the purchase of imported products. The data were examined using SPSS and SmartPLS 3.3 after a total of 426 …

The Aggregate Impact Of Consumer Reviews On Market Outcome In Differentiated Products Market, Jun B. Kim

Asia Marketing Journal

We investigate the aggregate impact of consumer reviews on market outcome in a differentiated product category. We model consumers as Bayesian learners who use online consumer reviews to learn and update their beliefs on product quality before their choice. For our empirical analysis, we use aggregate-level, longitudinal data from Amazon.com in the digital camcorder category and estimate the demand parameters. Using model estimates, we conduct two simulation studies and quantify the impact of consumer reviews on the market outcome. We report that the products experience heterogenous market share changes: the standard deviation of market share changes across products and time …

“We Are The Land:” An Analysis Of Cultural Appropriation And Moral Outrage In Response To Christian Dior’S Sauvage Scandal, Roxana Maiorescu

Emerson Authors, Researchers, & Creators

By analyzing the online social construction of Christian Dior’s 2019 Sauvage ad, the present study contributes to the literature on public relations and diversity from the perspective of cultural appropriation, a research line that has remained unexplored. The study builds on Coombs and Tachkova’s (2018) recommendation for a theoretical and practical delineation between crises related to products, services and operations, and scandals (crises that spur moral outrage). The results reveal that the online users’ perceptions of cultural appropriation require communicative approaches that differ from previously employed crisis communication practices. A primary and secondary type of moral outrage were found to …