Marketing Commons^™

An Analysis Of Empirical Research Of Social Media And User-Generated Content In The Hospitality Industry, Didi Fan

UNLV Theses, Dissertations, Professional Papers, and Capstones

Hospitality remains highly competitive industry where establishments are always pushing new efforts to positively attract and retain consumers more so than the others. In recent years, the most significant trend in reaching to consumers is through social media. The research dives into great detail in the interactions and cause and effect between consumers and hospitality in social media such as the effect of user generated content. The research produces more details and ideas than simply engaging in social media helps hospitality establishments. The information was attained from a large content analysis of previous research, studies, surveys, experiments, statistical and quantitative …

2015 May, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2015.

The Future Of Shrimp: Why Indoor Tank Farming Could Revolutionize The Industry, Nicole M. Daniels

Marketing Undergraduate Honors Theses

“The United States is currently importing 1.2 billion pounds of shrimp a year from Asia. It is cheap to U.S. consumers, but it’s being produced in an unsustainable way. It will stop…and when it does stop there has to be an alternative way to produce seafood” (Hourigan, 2013, p.1). Because the shrimp supply crisis is growing exponentially, it is the job of countries like the United States, who have resources and technology that less economically developed countries do not, to find a sustainable alternative to the current destructive farming practices that are rapidly damaging ecosystems and endangering human health. In …

Digital Word Of Mouth: Motivating And Engaging Millennials With Shareable Content, Amelia Ashton Adams

Marketing Undergraduate Honors Theses

After conducting a thirty-sixquestion survey among 260 Millennials and holding in-depth interviews with two local business owners, I have explored the aforementioned ideas. Throughout this report I will examine the following themes from the perspective of both the consumer and the brand as they relate to my topic: (1) brand engagement through social media and online platforms, (2) motivation as a means of participation in WOM marketing campaigns, (3) the potential for shareability to propel WOM.

The Washington Redskins: A Brand In Crisis, Jonathan Benson

Marketing Undergraduate Honors Theses

Even though it is not new, the debate over the use of the brand and logo by the Washington Redskins has come to the forefront of the collective consciousness. With this debate in mind, I completed a study to answer two questions. Should the Redskins change its brand and logo? And must the Redskins change their brand and logo? In order to complete the study, a survey was conducted with undergraduate students that gathered more than 300 complete responses. After gathering and analyzing the data, I was able to draw conclusions. The first conclusion being that the Washington Redskins should …

The Influence Of Direct To Consumer Advertising Of Oral Contraceptives And The Consumer’S Attitudes And Perceptions That Ensue, Olivia A. Till

Marketing Undergraduate Honors Theses

This paper seeks to gain a better understanding of the influence that Direct-to-Consumer Advertising has on the willingness of a consumer to request a prescription of a particular brand of birth control. More specifically, it assesses how willing a consumer is to undertake the risk of potentially serious side effects to gain some advantageous secondary effect. In this case, the promise of clearer skin for mild to moderate acne was the secondary benefit promoted. Participants were given an advertisement for the fictitious brand of oral contraceptive, Ortho TriRegularis. One group received a version with minor side effects, while another group …

China’S Digital Landscape: Breaking Barriers To Innovation, Srinivas K. Reddy, Zack Zheng Wang, Deckie He Dong

Research Collection Lee Kong Chian School Of Business

When e-commerce giant Alibaba went public on the New York Stock Exchange in September 2014, its market capitalisation rocketed to roughly US$219 billion - a sum greater than any record previously set by its American contemporaries, Facebook, eBay and Amazon. It was a historic event that led many to believe that China’s digital economy was echoing the Middle Kingdom’s own meteoric rise onto the world-stage. China ranks high in digital connectivity. In 2015, almost half of the country’s population, or 649 million people, were online. It’s fast-growing Internet economy generates about US$100 billion annually and is predicted to reach US$277 …

The Influence Of Tier Level Of Hotel Loyalty Programs On Guest Perceptions And Tolerance For Service Quality, Eunjin Choi

UNLV Theses, Dissertations, Professional Papers, and Capstones

This study examined the impact of hotel loyalty program membership and tier levels on guest perceptions and tolerance for service quality in major U. S. hotel chains. A sample of 315 hotel loyalty program members and non-members were surveyed via an online self-administered survey sent by Qualtrics. The survey used a three-column format asking the adequate level of expectations, desired level of expectations, and perceptions to test survey respondents’ zone of tolerance and perceived service quality using SERVQUAL dimensions. Guest satisfaction was measured by American Customer Satisfaction Index (ACSI). A nine-point Likert scale was applied for the measurement of service …

Evaluating Event Effectiveness Across Alternate Platforms, Kristin Marie Malek

UNLV Theses, Dissertations, Professional Papers, and Capstones

As technology continues to influence younger generations and demand a commanding presence in the workplace, more industries are trying to incorporate these advances. Organizations are rapidly adopting new technologies and have justified their return on investment by examining new attendee rates, ‘click-throughs’ on links, and company specific metrics. Despite advances in technology and growing consumer dependence on electronics, the meeting and events industry has been slow to adopt IT advances for fear of cannibalization (Fenich, et al., 2011; Pearlman & Gates, 2010). The goal of this research was to gain a better understanding of how alternate platforms can affect event …

Patient Service Quality And Health Maintenance Organizations: Not An Oxymoron, Jessica Mcbeath

UNLV Theses, Dissertations, Professional Papers, and Capstones

Today’s quality movement in health care has driven the importance of patient satisfaction and experience across the industry. While the subject is of huge interest to researchers and health care companies, many struggle to identify a unified list of attributes that are applicable globally. Due to the industry’s uniqueness, it becomes necessary to understand the population and specific attributes for each. In review of previous service quality research, this study presents many dimensions and attributes for application. Using existing service quality framework 5Qs, this study provides unique findings correlated to existing literature and presents actionable items.

Purpose: The purpose of …

Impact Of Menu Designs And Personal Dietary Behaviors On Young Millennials' Restaurant Menu Choices, Yuan Tian

UNLV Theses, Dissertations, Professional Papers, and Capstones

The global prevalence of obesity has more than doubled since 1980. In response to this health crisis, the U.S. Food and Drug Administration finalized the Menu Calorie Labeling Rule in 2014. It requires that food service chains post Calorie information next to all food items on menus. Young Millennials aged 18-24 reportedly have poor dietary habits, which contributes to obesity rates. This on-line study surveyed 505 young Millennials to evaluate the relationship between young Millennials’ Calorie choices on restaurant menus and various factors, including menu design, personal dietary behaviors, and demographic characteristics. The survey data was analyzed using logistic regression. …

2015-April-30-Dada Cabaret To Perform ‘Circus Carnales…Finalem’, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-April-30-Jedaidah Chilufya, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-April-30-Jingwen Wu, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2015-April-30-Sherry Armitage It Is, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

A Study On Green Consumer Segmentation Based On Socio-Demographics And Behavioral Responses, Young Doo Kim

Asia Marketing Journal

In the 21^st century, green consumer behavior, playing one of the core roles of sustainability, is still an important issue to green-related stakeholders. Because one of the major objectives of green-consumer research is an improvement of behaviors aligned with greening, this paper revisited socio-demographic variables and shed light on segmenting and profiling green consumers based on their connectedness between socio-demographic variables and green behaviors. Using correlations, factor analysis, analysis of variance, k-means cluster analysis and χ²-tests, this paper shows that socio-demographic variables differentially impact green-consumer behaviors. In order to profile green consumers, this paper additionally attempts to segment green-consumer …

The Lifespan Of Social Hub In Social Networking Sites, Sangman Han, Christopher L. Magee, Yunsik Kim

Asia Marketing Journal

This paper examines a highly used social networking site (SNS) by studying the behavior of more than 11 million members over a 20 month period. The importance of the most highly active members to the overall network is demonstrated by the significant fraction of total visits by extremely active members in a given period but such members have surprisingly short lifespans (an average of only 2.5 months) as social hubs. We form and test a number of hypotheses concerning these social hubs and the determinants of their lifespan. We find that the speed of achieving social hub status increases the …

Consumer Reactions To Products Of Social Enterprises, Sangman Han, Jongyoung Lee, Jungyun Kang, Kim

Asia Marketing Journal

Social enterprises that seek to pursue socially desirable goals through economic profits have received considerable attention in recent years. Despite the widespread attention paid to social enterprises, they often achieve limited success in markets. This research examines how types of enterprises affect consumer judgments. This research considers two types of enterprises: social and for-profit enterprises. Building on the stereotype content model, we propose that consumers perceive social enterprises using the dimensions of warmth and competence. Study 1 shows that a product of a for-profit enterprise is judged as having higher performance, but being less meaningful; in contrast, a product of …

How To Build A Learning Capability For Innovation? A Framework Of Market-Based Learning Process, Hyun Jung Lee, Jeong Eun Park, Jae Hyun Pae

Asia Marketing Journal

Learning organization has been an important issue in both management and marketing areas. Also learning capability is a key construct of innovation process in a firm. Especially, in marketing context, several researchers have studied market-based learning and its relation with performance. Previous studies have shown that market-based learning has a positive impact on overall firm performance. However, there has been inconsistency in the concept of market-based learning itself and its relationships with antecedents and consequences. Given this conflicting and inconsistent results of previous research, this study has two main objectives. First, this paper proposed a conceptual framework that marketbased learning …

Can Brand Equity Explain Excess Behavioral Loyalty?, Sang Uk Jung

Asia Marketing Journal

Despite the well-known predictive power of Dirichlet model on customer loyalty, deviations of share of category requirement (SCR) predicted by Dirichlet model from actual SCR have been repeatedly reported. It has been shown that these deviations can be systematically explained by some factors such as brand’s market share, product positioning strategy, purchase volume and retail marketing mix strategies. Presuming that brand equity would be additional sources of these deviations, current study assesses the incremental predictive power of brand equity by using over 4,000 brand-level observations for the consumer packaged goods industry in the U.S. Our model estimations indicate that brands …