Marketing Commons^™

Marketing Strategies To Increase Profits From Retailing Fair Trade Coffee, Emily Christine Knowles

Walden Dissertations and Doctoral Studies

Low consumer loyalty threatens the sustainability of the fair trade (FT) coffee market and corporate social responsibility investment. To provide business owners with strategies and decision-making processes to market FT coffee products successfully in the United States, this phenomenological study explored the lived experiences, perceptions, and insights of 20 FT coffee marketing managers. Planned behavior theory served as the conceptual framework. Face-to-face or Skype interviews were conducted with each of the 20 purposefully sampled FT coffee marketing managers. The data from these interviews were analyzed using Moustakas' modified van Kaam method and qualitative analytic software to collect, group, reduce, validate, …

Managing Negative Comments Posted On Social Media, Darci Wagner

Walden Dissertations and Doctoral Studies

Consumers use social media to share their service experiences, positive and negative. Some organizations lack strategies to respond to the negative comments, which can inhibit service recovery and harm the success of the organization. The purpose of this case study was to explore strategies used by social media managers to manage negative comments posted on social media sites. The study's conceptual framework was social exchange theory. Participants in Central Ohio were recruited through e-mail. Data were gathered by observing 2 social media marketers manage social media and by interviewing social media managers. Secondary data from the organization displayed the engagement …

Social Media Marketing Strategies To Engage Generation Y Consumers, Christopher Tingley

Walden Dissertations and Doctoral Studies

Consumers of the Generation Y cohort, also referred to as Millennials, include approximately 75 million Americans who have significant purchasing power. These consumers access social media on a daily basis, but they often ignore advertisements that are targeted to them. Previous studies on social media marketing to Generation Y consumers have focused on consumer input but lacked data from marketing professionals. The purpose of this phenomenological study of social media marketers in the United States was to determine successful strategies to engage Generation Y on social media. The study's conceptual framework was attitude toward the ad. The data were gathered …

The Influence Of Movie Reviews On Consumers, Jacob R. Pentheny

Honors Theses and Capstones

No abstract provided.

Beneath The Kiss: Unearthing The Ideological Underpinnings Of Kay Jewelers Advertisements, Chelsea Nedlyn Hill

Open Access Theses & Dissertations

ABSTRACT

Advertising is a frequently used influential and persuasive means of communication, such as Kay Jewelers, a corporation whose advertising methods have been superficially appealing to a female audience. However, this study sought to investigate the ideological underpinnings associated with Kay Jewelers advertisements, employing an ideological criticism to argue through feminist theory that Kay Jewelers utilizes key elements of heteronormative love as a means to persuade and influence men to purchase their jewelry products. Through this underpinning of heteronormative romance, Kay Jewelers emphasizes the notion that an artifact, like a piece of jewelry, is necessary in order to properly express …

The Role Of Motives And Decision Rules In Restaurant Tipping, Jacob Lee Hiler

LSU Doctoral Dissertations

The goal of this research is to address critical deficiencies in our understanding on how bill size, service quality, motives, and decision rules affect tipping behavior. This research uses social norm and equity theories to define the role of motives and decision rules used in determining tipping behavior. Additionally, it provides further evidence of other operant motives and decision rules through qualitative analysis. A conceptual framework and operational model are developed and empirically tested.

Does Service Employees' Appearance Affect The Healthiness Of Food Choice?, Tabea: Benoit Huneke, Sabine Benoit, Anders Gustafsson

Research Collection Lee Kong Chian School Of Business

Derived from previous research on social influence on food consumption and social comparison theory, this article examines the effect of service employees’ appearance on consumers’ food choice using an experimental study, involving a video manipulation and eye-tracking technique. The video shows a menu being proffered by a waitress whose degree of apparent healthiness varies (healthy, overweight, unhealthy lifestyle). The menu contains both healthy and unhealthy meal alternatives. The analysis of participants’ eye movements demonstrated that exposure to the overweight employee did not stimulate greater (i.e., earlier or longer) attention to unhealthy meal alternatives, whereas exposure to the employee who displayed …

Small Seasonal Business Strategies To Increase Profits Through Community Collaboration, Kevin B. Gibbons

Walden Dissertations and Doctoral Studies

Seasonal small business owners (e.g., boating and golf industries), primarily within the upper and Midwestern United States, face challenges for profit and growth because of a brief business potential year and limited time to establish a reliable and committed customer base. The purpose of this case study was to explore strategies that seasonal small business owners in Oakland County, Michigan may use to collaborate with local associations and charitable organizations to increase profits. Stakeholder theory served as the conceptual framework for this study. A purposive sample of 4 successful small seasonal business owners in Oakland County, Michigan participated in face-to-face …

Profitability And The Financial Strategies Of Women-Owned Small Businesses, Kellie J. Emrich

Walden Dissertations and Doctoral Studies

The fastest growing segment of business development in the United States comes from small business start-ups, with 42% of these businesses being women owned. Women-owned businesses are annually 25% less profitable when compared to the average small business in the United States. Based on the theory of planned behavior, the purpose of this single exploratory case study was to investigate how women small business owners and their employees use financial strategies to increase the profitability of their businesses. Data came from semistructured interviews with 1 woman business owner and 5 business consultants who work for the women-owned small business. The …

Acknowledgements/Image Credits, Molly Lynde-Recchia

Transference

No abstract provided.

2014-December-20-Ruth Facun-Granadozo, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-December-20-President's Holiday Greeting, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-December-19-Dr. Don Hoover Awarded Nih Grant For Research, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-December-18-$1.85m Nih Grant, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-December-18-Graduate Student's Work Among Top 25 Most Accessed Worldwide, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Integrating Organisational Change Management And Customer Relationship Management In A Casino, Charlie Chi Cong Mai, Chad Perry, Erwin Loh

UNLV Gaming Research & Review Journal

This research aims to solve the problem: how can casinos manage organizational change programs, and internal and external customer relationship management (CRM) programs? To find a solution, it uses two stages of qualitative methods: convergent interviewing and case research about four departments of a casino in Australia. After a thorough data analysis of documents and interview data, 12 themes were identified and they led to the development of a model of how organizational change management and CRM can be integrated to improve initiatives in organisations such as casinos. The model has seven core elements: vision, key challenge, objective, measure, strategy, …

2014-12-17-New Microscope Could Mean More Research Funding, University Marketing And Communications, East Tennessee State University

Accent [newsletter]

No abstract provided.

2014-December-17-Service Honor Roll, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-December-16-Brian Sims, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-December-16-Secondhand Smoke Exposure, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.