Parallel Session: Viral Marketing Via The New Media: The Case Of Communication Behavior In Whatsapp,
2016
University of Malaya
Parallel Session: Viral Marketing Via The New Media: The Case Of Communication Behavior In Whatsapp, Wan Yu Chong, Yusniza Kamarulzaman
International Conference on Marketing
WhatsApp is the number one smartphone application in Malaysia. With its enormous user base, WhatsApp is a platform with considerable potential for viral marketing, which is a form of electronic word-of-mouth. Past literature indicates that the success of viral marketing greatly depends on a user’s decision to forward viral content, with the user’s intention being the key factor leading up to it. Although different models have been proposed in electronic word-of-mouth viral marketing behaviour, these platforms do not work entirely the same way as WhatsApp, which is a mobile instant messaging application. In addition, the factors affecting the user’s participation …
Parallel Session: The Impact Of Industry Type, Business Age And Size On Proactive And Responsive Customer Orientation (Market Strategy),
2016
Universiti of Malaya, Kuala Lumpur, Malaysia
Parallel Session: The Impact Of Industry Type, Business Age And Size On Proactive And Responsive Customer Orientation (Market Strategy), Corrinne Lee, Norbani Che Ha
International Conference on Marketing
This study investigates on proactive customer orientation and responsive customer orientation among business units operating in the technology, information, communication and entertainment (TICE) industry of Malaysia. The impact of the demographic factors of these business units on proactive and responsive customer orientation is examined. The results revealed that the business unit size has statistically significant impact on the variables of interest. The difference in t he business unit size based number of employees has an influence on both the proactive and responsive constructs. In contrast, the difference in the business unit size based on the amount of annual sales turnover …
Parallel Session: A Study Of Buyers' And Sellers' Perception Of Organic Foods In Pakistan: Towards A More Effective Marketing Mix (Green Field Marketing),
2016
Institute of Business Administration
Parallel Session: A Study Of Buyers' And Sellers' Perception Of Organic Foods In Pakistan: Towards A More Effective Marketing Mix (Green Field Marketing), Sara Khan
International Conference on Marketing
Issues of food safety, nutritional value as well as environmental and ecological damage as a result of agricultural abuse have acquired global significance. Many people are looking for equitable, less cruel and sustainable answers to these problems. Organic foods / products are one such solution to people's food and agricultural needs. Looking at the viewpoints of both consumers (including prospective consumers) and producers, this research undertakes to study the marketing mix of the organic foods / products market in Pakistan and explores marketing solutions to enhance its development (research objective). Using qualitative interviews and thematic analysis, respondents' answers are coded …
Parallel Session: Trends On Green Consumer Behaviors (Gcb): A Viewpoint From Developed And Developing Countries,
2016
Universiti Teknologi Mara, Selangor, Malaysia
Parallel Session: Trends On Green Consumer Behaviors (Gcb): A Viewpoint From Developed And Developing Countries, Siti Aisyah Asrul
International Conference on Marketing
Green consumers are those who purchase and consume green products and the one who persevere the environment with being green. The effort of these green consumers is with regards to their awareness of how the environment has been savagely polluted and they are working hard to reduce the pollution by saving the environment. They play their role as one of the living mechanism with purchasing and consuming eco-friendly products and even influence their family and peers to be part of it. Green behaviour has been well-developed by the consumers all around the continents, be it from developing country or developed …
Parallel Session: Customer’S Attitude Towards Ramadan Advertising,
2016
Institute of Business Management, Karachi, Pakistan
Parallel Session: Customer’S Attitude Towards Ramadan Advertising, Farheen Khalid, Muhammad Sufyan Ramish, Junaid Ansari, Dr. Tariq Jalees
International Conference on Marketing
Ramadan is the only religious festival in which marketing & advertising activities are carried for whole month. This provides opportunities & challenges to the marketers along with controversies. This paper will not address the controversies but will measure the effect of Ramadan advertisements on consumer attitude. Three hundred and ninety one (391) students of different universities in Karachi participated in this study. The questionnaire adopted for this study had established reliabilities and validates which were re-ascertained for the present set of data. All the five constructs used in this study had five items all based on seven point Likert scale. …
Parallel Session: What Constitutes The Bottom Of Pyramid Market For Innovation?,
2016
The University of Auckland, New Zealand
Parallel Session: What Constitutes The Bottom Of Pyramid Market For Innovation?, Fasiha Subhan, Amira Khattak
International Conference on Marketing
The BOP is a concept of dividing the world into an economic pyramid by keeping the privileged on the top and unprivileged poor at the bottom. Businesses need to adopt innovative ways of doing businesses in a market consisting of billions of underprivileged poor consumers. However, the main question is, does this huge segment have the capability of becoming profitable for companies? This research analyzes the viewpoints of various theorists and organizations about the agreed income level of a typical BOP and in doing so attempts to arrive at an ideal definition of the BOP market for businesses. Further, the …
Parallel Session: Moving Towards Sustainable Consumption: A Study Of Reduce, Reuse And Recycle (3rs) Adoption Among Malaysians,
2016
University of Malaya, Kualampur, Malaysia
Parallel Session: Moving Towards Sustainable Consumption: A Study Of Reduce, Reuse And Recycle (3rs) Adoption Among Malaysians, Regina Yan Ginny, Yusniza Kamarulzaman
International Conference on Marketing
Over the last decade, rapid globalization, industrial development, economic growth and technological advancement has resulted in population growth and unprecedented changes to the social and cultural lifestyle in Malaysia. One of the dramatic increase was witnessed in the consumption of goods and services due to the rising household income and progressive consumption-oriented lifestyles. On one hand, it helps to stimulate economic activities, but on the other hand, it poses threat to the diversity and stability of the natural environment in various ways. Hence, the key purpose of this study is to identify the factors that affects Reduce, Reuse and Recycle …
2016-December-19-Heritage Day,
2016
East Tennessee State University
2016-December-19-Heritage Day, University Marketing And Commucications, East Tennessee State Univeristy
ETSU News
No abstract provided.
2016-December-15-Readers Choice,
2016
East Tennessee State University
2016-December-15-Readers Choice, University Marketing And Commucications, East Tennessee State Univeristy
ETSU News
No abstract provided.
2016-December-15-Socon Faculty Staff Team,
2016
East Tennessee State University
2016-December-15-Socon Faculty Staff Team, University Marketing And Commucications, East Tennessee State Univeristy
ETSU News
No abstract provided.
2016-December-14-Effectiveness Of Diabetes Dogs,
2016
East Tennessee State University
2016-December-14-Effectiveness Of Diabetes Dogs, University Marketing And Commucications, East Tennessee State Univeristy
ETSU News
No abstract provided.
2016-December-12-M.S.W. Info: Abingdon,
2016
East Tennessee State University
2016-December-12-M.S.W. Info: Abingdon, University Marketing And Commucications, East Tennessee State Univeristy
ETSU News
No abstract provided.
2016-December-09-Reunion Agents,
2016
East Tennessee State University
2016-December-09-Reunion Agents, University Marketing And Commucications, East Tennessee State Univeristy
ETSU News
No abstract provided.
2016-December-08-Grammy Nominations,
2016
East Tennessee State University
2016-December-08-Grammy Nominations, University Marketing And Commucications, East Tennessee State Univeristy
ETSU News
No abstract provided.
2016-December-07-Parker Puts Out Book,
2016
East Tennessee State University
2016-December-07-Parker Puts Out Book, University Marketing And Commucications, East Tennessee State Univeristy
ETSU News
No abstract provided.
2016-December-07-Hannah Greene,
2016
East Tennessee State University
2016-December-07-Hannah Greene, University Marketing And Commucications, East Tennessee State Univeristy
ETSU News
No abstract provided.
Hello Kitty's Long-Standing Cross-Cultural Popularity In The United States And Japan,
2016
Western Michigan University
Hello Kitty's Long-Standing Cross-Cultural Popularity In The United States And Japan, Melanie Matchette
Honors Theses
Hello Kitty’s success is unique in that the character is popular across the world and has been popular for decades. This paper seeks to determine how Sanrio has gained and maintained success in both the United States and Japan despite their differences in consumers. I will explore the differences and similarities in marketing strategies employed in each country. I develop themes that attempt to explain the success of marketing techniques unique to each country as well as marketing techniques that worked for both countries.
After exploring the reasons behind marketing success in each country, I determine what Sanrio could do …
2016-December-07-Fast Food In China,
2016
East Tennessee State University
2016-December-07-Fast Food In China, University Marketing And Commucications, East Tennessee State Univeristy
ETSU News
No abstract provided.
Marketing The Magic In A Nature-Based Experience: A Case Study On The Walt Disney Company,
2016
California Polytechnic State University, San Luis Obispo
Marketing The Magic In A Nature-Based Experience: A Case Study On The Walt Disney Company, Kristen L. Byron
Recreation, Parks, and Tourism Administration
Customers focus on different values when looking for a travel experience. Experiential marketing is able to connect customers with companies and experiences that match their values, including ecotourism and nature-based experiences. The Walt Disney Company is an international brand of entertainment features and is able to provide guests with customized experiences. The purpose of this study was to examine experiential marketing techniques in relation to the Walt Disney Company’s ecotourism and nature focused experiences. The researcher used a best practices matrix on the Walt Disney Company, Disney’s Animal Kingdom, and Disney’s Aulani Resort and Spa. This study found that the …
Java Plus Coffee: A Case Study In Economic Sustainability In A Non-Profit Organization,
2016
Augsburg University
Java Plus Coffee: A Case Study In Economic Sustainability In A Non-Profit Organization, George Dierberger, Marc Mcintosh, Nancy Johnson
Faculty Authored Articles
Java Plus is a non-profit case study focusing on the coffee industry. The case deals with business strategy, multiple distribution channels, financial analysis, break-even analysis, operational, sourcing challenges and inventory rationalization. The profits of the company are used to help inner city youth gain experience in business and find a vocation that would support their dreams and aspirations.
