Enterprise Feedback Management (Efm): What Lies Beyond The Hype?,
2021
Singapore Management University
Enterprise Feedback Management (Efm): What Lies Beyond The Hype?, Lerzan Aksoy, Sabine Benoit, Shreekant G. Joag, Jay Kandampully, Timothy Lee Keiningham, An L. Yan
Research Collection Lee Kong Chian School Of Business
Purpose: The needs of CMOs to utilize a firm's data productively in order to support decision-making combined with the reported benefits of enterprise feedback management solutions has resulted in a rapid rise in usage and valuation of EFM providers. The explicit promise of EFM providers is improved financial performance, whereas there is no scientific research investigating this link. To investigate the link between EFM usage and financial performance is core of this research. Design/methodology/approach: To gain insight into this link survey data from 127 US-based firms on their usage of EFM platforms was linked to their stock market performance over …
Marketing Agility: The Concept, Antecedents, And A Research Agenda,
2021
Singapore Management University
Marketing Agility: The Concept, Antecedents, And A Research Agenda, Kartik Kalaignanam, Kapil R. Tuli, Tarun Kushwaha, Leonard Lee, David T Gal
Research Collection Lee Kong Chian School Of Business
Changes in the way customers shop, accompanied by an explosion of customer touchpoints and fast-changing competitive and technological dynamics, have led to an increased emphasis on agile marketing. The objective of this article is to conceptualize and investigate the emerging concept of marketing agility. The authors synthesize the literature from marketing and allied disciplines and insights from in-depth interviews with 22 senior managers. Marketing agility is defined as the extent to which an entity rapidly iterates between making sense of the market and executing marketing decisions to adapt to the market. It is conceptualized as occurring across different organizational levels …
Branding Small Businesses In Small Communities,
2021
Eastern Illinois University
Branding Small Businesses In Small Communities, Lacey Jenkins
Masters Theses
Branding has grown into a vital part of communicating a brand to its audience members. Unfortunately, large portions of branding tactics are geared towards large corporations in large communities. Small and mid-sized businesses require different tactics in order to create a brand that effectively communicates its purpose and values to its consumers. Because of this, this thesis is looking at the branding tactics of a small business in Charleston, Illinois. This business, Phoenix Elite, showed weaknesses in multiple areas of its branding package. Using a literature review, the goal is to create a better understanding of what branding is, as …
Media Discourses On The Economy In Ireland: Framing The Policy Possibilities,
2021
Technological University Dublin
Media Discourses On The Economy In Ireland: Framing The Policy Possibilities, Brendan K. O'Rourke
Books/Book Chapters
Ireland suffered a lot economically in the Great Recession, yet its policies continued on a neoliberal trajectory, making Irish neoliberalism less a non-dead Zombie and more like a reinvigorated Frankenstein’s monster, with ordoliberal transplants from Germany grafted into an Anglo-American neoliberal composite body. Yet along with these continuities come much change. There was political change in party strengths and personnel. There was change in the Irish state’s capacity for policy analysis (MacCarthaigh, 2017) an increase in the number of Ireland’s policy analysts and their specialisms, and an increased stress on evidence-based policy-making. How can we explain both these continuities and …
Meme Marketing: How Viral Marketing Adapts To The Internet Culture,
2021
University of Northern Iowa
Meme Marketing: How Viral Marketing Adapts To The Internet Culture, Triet Minh Ngo
Honors Program Theses
Meme marketing (MM) is the practice of promoting a product or service using memes, an Internet-based phenomenon involving viral pieces of user-generated content, including image, articles, and video or audio clips. This latest form of viral marketing is starting to gain prominence in recent years following the infiltration of social media into everyday life thanks to the rapid advancement in communication technologies and dissemination thereof. As more people are exposed to and becoming part of the Internet culture, a bid to appeal to this growing audience can be an attractive use of resources for those wishing to advertise through meme …
Students' Perceptions Of Different Types Of Banks' Marketing,
2021
University of Northern Iowa
Students' Perceptions Of Different Types Of Banks' Marketing, Jeffrey Reicks
Honors Program Theses
This study investigates what messages are most effective in convincing students to switch the bank they use. The study consists of a survey with eight ad messages and respondents rate how much they are interested in switching to the hypothetical bank considering the ad message. Sixty-six students, aged 18-24, submitted responses. T-test analysis showed there were 5 ad messages that had a significant impact: no minimum balance requirement, offering free e-banking, having your specific needs cared for, the bank giving back to the community, and the bank having experienced employees. Of these, the most significant was the message that the …
Accountability Via Social And Financial Performance Of The Hospitality Sector: The Role Of Market Orientation,
2021
Edith Cowan University
Accountability Via Social And Financial Performance Of The Hospitality Sector: The Role Of Market Orientation, Soheil Kazemian, Hadrian G. Djajadikerta, Saiyydi Mat Roni, Terri Trireksani, Zuraidah Mohd-Sanusi
Research outputs 2014 to 2021
Purpose This study aims to examine the three dimensions of market orientation, namely, customer orientation, competitor orientation and inter-function coordination, which influence the accountability in the financial and social performance of tourism operators in large touristic cities. Design/methodology/approach In total, 95 usable questionnaires as the required data were collected from the top managers of four- and five-star hotels in Iran. Findings Partial least squares (PLS) results confirm that customer orientation and inter-function coordination influence both the financial and social performance of the hospitality sector yet reveal that competitor orientation has no significant relationship with social performance. Research limitations/implications These findings …
Generational Cohorts And Search For B2b Service Providers,
2021
University of St. Thomas, Houston
Generational Cohorts And Search For B2b Service Providers, John Story
AMTP Proceedings 2021
This study explores differences in B2B search processes of members of three generational cohorts, Millennials, Generation X, and Baby Boomers. When searching for a business-to-business service provider, Millennials were significantly more likely to use an internet search, but there were no significant differences between Generation X and Baby Boomers. Although more likely to use an internet search than previous generations, Millennials were just as likely to use interpersonal information sources. These results provide insights into differentiating marketing communications to effectively reach members of different generations in business-to-business marketing.
Examining The Use Of Social Media In Building A Student Personal Brand And The Impact Of Demographics,
2021
The Pennsylvania State University-Altoona
Examining The Use Of Social Media In Building A Student Personal Brand And The Impact Of Demographics, Tulay Girard, Musa Pinar
AMTP Proceedings 2021
The extended abstract is uploaded for publication in the 2021 AMTP conference proceedings.
When You Meme Business – Exploring Use Of Memes By Brands On Social Media And Resultant Engagement,
2021
Florida International University
When You Meme Business – Exploring Use Of Memes By Brands On Social Media And Resultant Engagement, Sphurti Sewak, Jaehoon Lee
AMTP Proceedings 2021
No abstract provided.
Factors Impacting One’S Self-Classification Into One Of The Five Categories Of A Typology Delineating Green (And Not So Green) Consumers,
2021
Eastern Michigan University
Factors Impacting One’S Self-Classification Into One Of The Five Categories Of A Typology Delineating Green (And Not So Green) Consumers, Sam Fullerton, Tammy Mccullough, Estelle Van Tonder
AMTP Proceedings 2021
A sample of 1,243 adult residents of the United States provided insight into an array of issues germane to sustainability. Upon completing a 65-question survey on sustainability, each respondent placed themselves in an eco-group that they felt best corresponded to their own behavior and attitudes towards the task of keeping the planet green for ourselves, and perhaps more importantly, for our posterity. The five groups ranged from the eco-destroyer to the eco-warrior. Within the survey, each respondent provided their opinions regarding seven multi-item scales that primarily addressed green issues; some scales addressed business behavior while others addressed issues such as …
Brand Wonder,
2021
University of North Carolina at Charlotte
Brand Wonder, Sunil Erevelles, Emily Hoffmann, Maanasi Bulusu
AMTP Proceedings 2021
Affect is a core construct in the understanding of how consumers respond to marketing stimuli, such as brands, products, and communications, and is critical in the achievement of marketing outcomes (Erevelles 1998). Despite an extensive body of literature on affect in marketing that exists today, there appears to be an incomprehensible gap in the literature on the study of one type of emotion. This emotion has been described as “humanity’s most important emotion,” and the “one emotion (that) inspired our greatest achievements in science, art, and religion” (c.f., Prinz 2013, p1). That emotion is wonder. Adam Smith, often known as …
Entitled To Be Served: Does Self-Checkout Make Customers Feel Less Rewarded?,
2021
Drexel University
Entitled To Be Served: Does Self-Checkout Make Customers Feel Less Rewarded?, Farhana Nusrat, Yanliu Huang
AMTP Proceedings 2021
The adoption of self-service technologies (SST) has been rising over the last few years, and among different SSTs, self-checkout systems are one of the most popular options. In this study, we examine how self-checkout service impacts customers’ shopping outcomes compared to regular checkout service. We propose that self-checkout (vs. regular checkout) systems, would make customers feel less rewarded and less satisfied with their purchases. We conducted four studies to test our hypotheses and showed that self-checkout (vs. regular checkout) service makes customers feel less rewarded, less satisfied with their shopping outcomes, and less likely to return to the store. We …
Video Ad Project: The Relationship Between Involvement, Aad, Effectiveness, And Skills Gained,
2021
Indian Institute of Management Visakhapatnam
Video Ad Project: The Relationship Between Involvement, Aad, Effectiveness, And Skills Gained, Vivek Madupu, Venkata Rajasekhar Moturu
AMTP Proceedings 2021
A semester-long group project was given to undergraduate students in multiple sections of the Advertising course. The project involved students working in teams and creating video ads of 30, 60, or 90-seconds. Following the project presentations in the class, surveys were conducted to collect students’ opinions and perceptions of the Video Ad project. Sixty-four students spread out in three semesters from an American University in Mid-West filled out the surveys. Results indicate that the Students’ attitude towards advertising is positively related to how effective the project is. However, attitude towards advertising is not related to the project’s involvement and video-making …
Choice Architecture And Marketing Pre-Suasion: The Case Of The Motorcycle Industry,
2021
University of West Florida
Choice Architecture And Marketing Pre-Suasion: The Case Of The Motorcycle Industry, Stephen Lemay, Bethany Landis, Dave Mcmahon
AMTP Proceedings 2021
In this analysis, we examine the motorcycle industry in terms of Cialdini’s concept of Pre- Suasion. We use the chapter titles from the book to explore how these concepts could or should help the motorcycle industry adapt to shifts in its markets, shifts that are both demographic and cultural. In the process, we also explore ideas like product gentrification and choice architecture, ideas at the heart of the motorcycle marketing problem. We conclude that motorcycle promotions and messaging lack traction with younger buyers. We close with an extensive list of questions calling for further research.
Encouraging And Rewarding Customer Loyalty: Key Considerations For Sports Teams,
2021
California State University - San Marcos
Encouraging And Rewarding Customer Loyalty: Key Considerations For Sports Teams, Vassilis Dalakas, Madeleine Tseng, Joanna Melancon
AMTP Proceedings 2021
Sports is an ideal context to study loyalty because sports fans often transcend simple behavioral and affective loyalty and integrate their commitment to a team into their self-identity. Season ticket packages often serve as loyalty rewards programs, offering tiered benefits and perks to consumers in exchange for their level of patronage. This paper offers insights on the impact of various reward types on consumers’ perception of their relationship with a team. Theoretical foundations and insights from sports marketing professionals suggest that those benefits that are exclusive to a team’s season ticket holders and/or premium seat buyers, as well as social …
Loyalty Reward Programs By Brands Partnering With Sports Teams: Do Fans Prefer Team-Related Benefits?,
2021
IESEG School of Management
Loyalty Reward Programs By Brands Partnering With Sports Teams: Do Fans Prefer Team-Related Benefits?, Clara Loquier, Vassilis Dalakas
AMTP Proceedings 2021
This study used a sample of French consumers that included highly identified fans of French soccer club Paris Saint-Germain (PSG), low-identification fans, and non-fans, to examine their responses to loyalty reward benefits for different brands. The reward benefits were either tied to the team (e.g., team-related experiences) or not (e.g., vouchers for the brand). Results showed that highly identified fans found the team-related benefits more desirable than the low-identification fans and non-fans. Also, highly identified fans found several of the team-related benefits more desirable than the benefits not relating to the team. The findings provide useful managerial insight regarding the …
Where Do We Go From Here?: Crucial Conversations In Multicultural Marketing,
2021
University of Georgia
Where Do We Go From Here?: Crucial Conversations In Multicultural Marketing, Kimberly Grantham
AMTP Proceedings 2021
As educators, we have a responsibility to challenge our students and ourselves to push beyond our comfort zones and become better leaders and decision-makers who will embrace equity and inclusion as the standard. As educators, we are in positions to facilitate these difficult conversations with and amongst our students as we recognize that our students are stepping into roles where they will expect equity and inclusion in their workplaces. Our Multicultural Marketing course allows students and I to push ourselves to a greater understanding of what possibly hinders our personal and professional growth in this area. Student-led discussions in the …
Re-Envisioning A Masters Of Science In Marketing Degree,
2021
Clemson University
Re-Envisioning A Masters Of Science In Marketing Degree, Danny Weathers, Scott D. Swain
AMTP Proceedings 2021
In response to changing market demands for marketing graduates, our university’s Department of Marketing began a major revision to its MS Marketing program. With input from faculty, administrators, students, industry contacts, and MS directors at peer institutions, the department developed a vision for the program that emphasizes “real-world” experiences and career support. This paper presents the research and decision-making that led to a new vision for the program, as well as the process that will be used to implement this vision.
Love The Customers: Principles Of Interpersonal Relationships Applied To Social Media,
2021
University of North Florida
Love The Customers: Principles Of Interpersonal Relationships Applied To Social Media, Tracey Kyles
UNF Graduate Theses and Dissertations
Social media has changed communication, and its influence is far-reaching. Companies have adapted and tweaked their marketing strategies to more personal approaches to reach their audiences. This is especially evident in recent years. It can be observed, for example, by fast-food Twitter accounts attracting the attention of online users through witty personas and sarcastic tweets. This phenomenon is the motivation of this research looking into relationships between brands and their social media followers. Here, interpersonal relationship theories are referenced to uncover what encourages these kinds of relationships as well as discover which methods deliver the most positive responses, likes, and …
