The Role Of Social Media And Social Networking As Marketing Delivery Systems For Preventive Health Care Information,
2019
University of Central Arkansas
The Role Of Social Media And Social Networking As Marketing Delivery Systems For Preventive Health Care Information, Joe Cangelosi, David Kim, Ken Griffin, Ed Ranelli
Atlantic Marketing Journal
The use of social media and social networking (SM&N) is prevalent in health care. Through social media, individuals can access information to enhance their overall health and well-being. Given that prevention is crucial to a long healthy life, as well as restraining escalating health care costs, this study offers insights into the types of social media and networking platforms that health care consumers consider most important, especially with regard to obtaining Preventive Health Care Information (PHCI). Further, it goes on to identify the demographics of persons who consider social media and social networking platforms as most important. This research used …
International Olympic Committee Rule 40: Reasonable Protection For The Ioc Or Unfair Restriction To The Athletes?,
2019
University of Central Oklahoma
International Olympic Committee Rule 40: Reasonable Protection For The Ioc Or Unfair Restriction To The Athletes?, Jeri L. Jones
Atlantic Marketing Journal
This paper explores the history, legality and ethical perspectives of the International Olympic Committee Rule #40 that was put into effect starting with the 2016 Olympic Games. Rule 40 was established to protect official Olympic sponsors from marketing campaign dilution and ambush marketing attempts from non-official brand sponsors. It was designed to prevent over-commercialization of the Olympic brand and to protect official Olympic sponsors’ substantial investment for exclusive marketing rights during the Games. It also however effectively prevents athletes from recognizing their own individual company sponsors and goes so far as to limit an athlete’s apparel during the Games, their …
The History And Evolution Of The Market For ‘Delebs’ (Dead Celebrities),
2019
University of Lynchburg
The History And Evolution Of The Market For ‘Delebs’ (Dead Celebrities), Denver D'Rozario, Guang Yang
Atlantic Marketing Journal
In this paper, we survey the history behind the growing market for dead celebrities (‘Delebs’) in their role of creating secondary brand associations. According to some estimates, this market is now worth $2.25 billion in annual licensing and royalty revenues (CBC 2013). We begin, by defining key terms that are used in this market. Next, we do a survey and analysis of the major events that have given rise (intentionally or unintentionally) to this market. For ease of discussion, we discuss these historical events grouped by era. We follow this with a summary of the major events and trends that …
Group Brands As An Innovative Pedagogical Tool: Using Marketing Theory In Real-World Collaborative Teaching,
2019
City University of New York: Queensborough Community College
Group Brands As An Innovative Pedagogical Tool: Using Marketing Theory In Real-World Collaborative Teaching, Cheryl A. Tokke
Atlantic Marketing Journal
This teaching and learning pedagogy paper demonstrates how group brands were used as interdisciplinary teaching tools in marketing, business, research, and social science classes by applying theories of branding, collaborative learning, affinity, and social identity in experiential learning. There were two primary reasons why this project was done. First, implementing a pedagogical tool would bring students together in a collaborative team over the period of a semester gaining a critically important business tool; the requirement of working in teams and networked relationships. Second, by enriching the curriculum of business marketing and social science courses through incorporating a semester long term-based …
Islamic Expression On Instagram Social Media:
Marketing Communication Strategies
Equestrian And Archery Tourism In Indonesia,
2019
Padjadjaran University
Islamic Expression On Instagram Social Media: Marketing Communication Strategies Equestrian And Archery Tourism In Indonesia, Elan Jaelani, Lukiati Komala Erdinaya, Rohanda Rohanda, Susie Perbawasari
Library Philosophy and Practice (e-journal)
This study aims to determine the use of symbols of Islamic expression on social media Instagram as a marketing communication strategy of Equestrian and Archery Tourism in Indonesia. This research was conducted using a qualitative approach to the content analysis conducted on three official Instagram social media accounts from the three most popular Equestrian and Archery Tourism destinations in Indonesia. The results showed that most uploads on the Instagram account of equestrian and archery tourism in Indonesia display symbols of Islamic expressions, such as on images, captions, and hashtags. This study also discusses the positive responses from Instagram users to …
Sponsored Messages In Facebook And Twitter News Feeds: An Examination Of Prevalence, Brands, And Products,
2019
High Point University
Sponsored Messages In Facebook And Twitter News Feeds: An Examination Of Prevalence, Brands, And Products, Cynthia B. Hanson
Atlantic Marketing Journal
This paper compares the prevalence and nature of sponsored messages on Facebook and Twitter. Results of a content analysis of 180 sponsored messages from 65 screenshots provided by undergraduate student subjects showed significant differences in the product categories advertised on each platform, with sponsored messages for apparel and entertainment more prevalent on Facebook and financial products and services more prevalent on Twitter. The majority of the sponsoring advertisers on both platforms were from companies established after the year 2000; only seven percent were leading US advertisers; and only three advertisers—Amazon, Microsoft, and Toyota—appeared in both samples.
Online Advertising And Consumer Behavior In Tunisia,
2019
University of Sfax, Tunisia
Online Advertising And Consumer Behavior In Tunisia, Rabeb Hamdi, Romdhane Khemakhem
Atlantic Marketing Journal
The aim of this study was to present new mediating and moderating variables in the relationship between online advertising and purchase intention as well as visiting the store. Therefore, a qualitative study of 17 Tunisian Internet users was conducted (semi-structured interview). Results showed that the lifestyle change and the disposition to visit the store are the mediating variables between these consequences and electronic advertising (purchase intention and visiting the store). Furthermore, the involvement with the product is the moderating variable between e-advertising and lifestyle change, including disposition to visit the store.
Marketing Play Book: Shoreline Orthopaedics,
2019
Grand Valley State University
Marketing Play Book: Shoreline Orthopaedics, Rio Weikum
Honors Projects
This campaign book is comprised of essential information for conducting a successful campaign for our client, Shoreline Orthopaedic located in Holland, Michigan. For the purpose of this campaign, both primary and secondary research were conducted in order to gain crucial information that would form Shoreline's marketing strategies, tactics, and objectives. Primary research was conducted in order to get a better understanding of the attitudes, perceptions, beliefs, and needs of the patients at Shoreline. Secondary research was conducted to gain marketing information on other orthopedic practices, the best marketing strategies to implement in the digital world, and information about our target …
Social Media Firestorms: How Does Observing Customer-To-Customer Incivility Affect Consumers’ Brand Evaluation And Behavioral Intentions?,
2019
Marshall University
Social Media Firestorms: How Does Observing Customer-To-Customer Incivility Affect Consumers’ Brand Evaluation And Behavioral Intentions?, Tyson Ang
Faculty Research Day
Project Description: Brands increasingly engage customers through social media platforms. However, just like human, brands too can make mistake when interacting with customers. The higher the engagement, the higher the chance of brands committing mistakes. These mistakes tend to be amplified in the context of social media, which may eventually lead to a firestorm against the brand. Social media firestorm refers to a sudden, rapid discharge of large quantities of intensely negative messages against a brand. Even more concerning is that these firestorms are usually accompanied by uncivil interactions between customers who have opposing views on the issue at …
Luxuriously Succeeding In China,
2019
Singapore Management University
Luxuriously Succeeding In China, Singapore Management University
Perspectives@SMU
To succeed, luxury brands in China must speak to the aspirations and yearnings of young Chinese and help them become a “better me"
Platform As Brands: The Inbuilt Potential And Perils,
2019
Singapore Management University
Platform As Brands: The Inbuilt Potential And Perils, Jp Kuehlwein
Asian Management Insights
Rethink brand building through the concept of platform brands. Their key tenets—participation, personalisation and shared purpose—lay the foundation for transforming a brand.
Gender And Racial Diversity In Commercial Brands’ Advertising Images On Social Media,
2019
Singapore Management University
Gender And Racial Diversity In Commercial Brands’ Advertising Images On Social Media, Jisun An, Haewoon Kwak
Research Collection School Of Computing and Information Systems
Gender and racial diversity in the mediated images from the media shape our perception of different demographic groups. In this work, we investigate gender and racial diversity of 85,957 advertising images shared by the 73 top international brands on Instagram and Facebook. We hope that our analyses give guidelines on how to build a fully automated watchdog for gender and racial diversity in online advertisements.
Caregiver Companion: A Service-Learning Initiative In Tippecanoe County,
2019
Purdue University
Caregiver Companion: A Service-Learning Initiative In Tippecanoe County, Danielle Auckley, Jack Harber
Purdue Journal of Service-Learning and International Engagement
In this paper, we share our reflection of our semester-long service learning and community engagement project in partnership with a local organization in Lafayette called Caregiver Companion. Caregiver Companion is a non-profit organization serving the elderly and disabled community in Tippecanoe County by providing companionship and respite breaks for overwhelmed caregivers. Our English 420 Business Writing class assisted Caregiver Companion on publicizing the organization to Purdue students as well as community members with digital communication materials. With a close partnership with the Caregiver Companion staff, we created materials such as newsletters, brochures, advertisements, and videos to bring their mission to …
Witnessing At Work When It's Taboo To Talk About Religion,
2019
Southern Adventist University
Witnessing At Work When It's Taboo To Talk About Religion, Michael E. Cafferky
Faculty Works
This article explores an alternative to traditional approaches to evangelism in the workplace. it presents an approach based on using the language of business alone in conversations with coworkers, suppliers and customers. While it is often taboo to talk about religion in secular organizations, opportunities exist for believers to be not just silent witnesses but rather explicit verbal witnesses to Jesus Christ. Business conversations naturally present opportunities to champion the theological identity and character traits of Jesus Christ without mentioning his name.
How Commercial Advertising Enforces Gender Stereotypes Among Children And The Ways This Affects Them Psychologically,
2019
Sacred Heart University
How Commercial Advertising Enforces Gender Stereotypes Among Children And The Ways This Affects Them Psychologically, Abigail Frisoli
Sacred Heart University Scholar
Some people believe that children of different sexes are born with completely separate preferences and mindsets which are permanent and predetermined. However, children are very influenced by their surroundings, which is often the main deciding factor which is predetermined by parents and caretakers from birth. Separating children by gender puts them into boxes, stunting their ability to make their own decisions and creating stereotypes. This segregation is painfully apparent in commercial advertising and is proven to have affected children psychologically in ways that can be detrimental.
Character Content As An On Line Branding Strategy In Indonesia’S Fashion Creative Industri,
2019
universitas padjadjaran
Character Content As An On Line Branding Strategy In Indonesia’S Fashion Creative Industri, Sri Dewi Setiawati 1, Asep Suryana 2, Dadang Sugiana 3, Centurion Chandratama Priyatna 4
Library Philosophy and Practice (e-journal)
The basic problems of SME actors are capital and marketing. the internet and social media have become widely used media in conducting marketing communication strategies. The problem is that there are still a few SME actors who can make optimal use of the internet and social media as a marketing communication strategy. most of the SME actors use influencer strategies from public figures at a high cost. This strategy is considered to be less effective, and burdensome to SME actors, who have problems with capital. Some of the SME actors have succeeded in developing marketing communication strategies by optimizing the …
Youtube Advertising Value And Its Effects On Purchase Intention,
2019
Kocaeli University
Youtube Advertising Value And Its Effects On Purchase Intention, Duygu Firat
Journal of Global Business Insights
This study investigated the factors that affect the YouTube advertising value and its effect on purchasing intention. The data were gathered through a 52-item questionnaire administered to YouTube users (n = 420). Multiple regression analysis determined the effect of the factors on YouTube advertising value, and simple regression analysis determined the effect of its value on purchasing intention and ANOVA test was run to determine the differences of demographic groups via YouTube ads value. The findings indicated that informativeness and entertainment and trendiness had a positive effect on YouTube advertising value; however, irritation had a negative effect. In addition, …
The Art Of The Rebrand: Utilizing Strategic Communications To Obtain Employee Buy-In During A Rebrand,
2019
CUNY Bernard M Baruch College
The Art Of The Rebrand: Utilizing Strategic Communications To Obtain Employee Buy-In During A Rebrand, Samantha Azizo
Student Theses and Dissertations
The purpose of this study is to identify how organizations can effectively communicate with employees during a rebrand in order to obtain their acceptance of the changes, otherwise known as employee buy-in. Prior research has found that employee acceptance of a rebrand is a contributing factor towards a successful rebrand; however, prior research fails to determine how the rebrand can be best communicated to employees to obtain their buy-in. The research performed for the study took place in two parts. First, 142 online surveys probing employee and consumer perception about rebranding were performed. Secondly, three semi-structured interviews with professionals who …
Optimizing Impression Counts For Outdoor Advertising,
2019
Singapore Management University
Optimizing Impression Counts For Outdoor Advertising, Yipeng Zhang, Yuchen Li, Zhifeng Bao, Songsong Mo, Ping Zhang
Research Collection School Of Computing and Information Systems
In this paper we propose and study the problem of optimizing theinfluence of outdoor advertising (ad) when impression counts aretaken into consideration. Given a database U of billboards, each ofwhich has a location and a non-uniform cost, a trajectory databaseT and a budget B, it aims to find a set of billboards that has themaximum influence under the budget. In line with the advertisingconsumer behavior studies, we adopt the logistic function to takeinto account the impression counts of an ad (placed at differentbillboards) to a user trajectory when defining the influence measurement. However, this poses two challenges: (1) our problemis …
The African Digital Citizen’S Awareness Of Online Information Privacy,
2019
Women's University in Africa
The African Digital Citizen’S Awareness Of Online Information Privacy, Sam Takavarasha Jr, Liezel Cilliers, Willie Chinyamurindi
African Conference on Information Systems and Technology
Internet access continues to increase among the youth in developing countries, like South Africa, due to the exponential growth of mobile penetration and the higher education system’s reliance on Information and Communication Technologies. Higher education graduates are expected to be digital citizens in the workplace, which is characterised by socio-economic inclusion and academic capability. However, this increased exposure to the Internet does present information privacy challenges. This paper investigates young adults’ perceptions and concomitant behaviours to protect their information privacy when using Internet sites. The paper further aims to unpack young adults’ understanding of the potential problems and their preparedness …
