Marketing Commons^™

Sns Effect Of The Negative Event On The Firm Performance, Sang Yong Kim, Da Eun Lee

Asia Marketing Journal

When the negative event is published, the company tends to go through the negative impact on the firm performance. Especially, with the SNS, the negative event is instantly spread on indefinite region so the impact seems bigger than the period before the SNS media appearance. It seems that everyone considers the SNS media impact on the firm performance quite big. However, there has been no empirical study on the impact comparison on the firm performance between pre and post SNS media occurrence periods. This study tries to empirically compare the impact of the negative event on the firm performance between …

Measuring The Impact Of Competition On Pricing Behaviors In A Two-Sided Market, Min Kyung Kim, Ins Eong Song

Asia Marketing Journal

The impact of competition on pricing has been studied in the context of counterfactual merger analyses where expected optimal prices in a hypothetical monopoly are compared with observed prices in an oligopolistic market. Such analyses would typically assume static decision making by consumers and firms and thus have been applied mostly to data obtained from consumer packed goods such as cereal and soft drinks. However such static modeling approach is not suitable when decision makers are forward looking. When it comes to the markets for durable products with indirect network effects, consumer purchase decisions and firm pricing decisions are inherently …

Effects Of Emotional Regulation Processes Onadaptive Selling Behavior And Sales Performance, Joon Hwan Kim, Sun Gho Lee, Dong Woo Shin, Song

Asia Marketing Journal

While the role of emotional antecedents of effective selling behavior would be important, the issue has not been fully addressed in the sales literature. To fill this gap, we conceptualize and empirically examine the relationships among salesperson``s emotional regulation processes such as emotional intelligence (EI) and emotional labor (EL), effective selling behavior, and sales performance on the basis of educational, occupational, social psychology literature and marketing literature (e.g., Henning-Thurau, Groth, Paul, and Gremler 2006; Kidwell et al. 2011; Liu et al. 2008; Mayer, Salovey, and Caruso 2008). First, salesperson``s EI is defined as his or her capability that enables correct …

Strong Attachment Toward Human Brand And Its Implication For Life-Satisfaction And Self-Efficacy, Mi Na Jun, Chung K. Kim, Jeong Soo Han, Kim, Jos Hua Y. Kim

Asia Marketing Journal

In the year 2013, Warren Buffett was named one of the most influential people of the year by TIME magazine. When people are exposed to such news, they show strong interest in who the influential people are and how those people became so successful. Likewise, people show strong attachment to other prominent figures as well. This social phenomenon indicates that people perceive well-known persona like business leaders, TV stars or sports stars etc. as human brands of intangible assets. As the role of these human brands is becoming more important, people tend to develop stronger attachment toward them. Another notable …

Dark Sides Of Engaging In Fan Community Of Human Brand, Jeong Soo Han, Chung K. Kim, Mi Yea Kim, Jun, Jo Shua Y. Kim

Asia Marketing Journal

People enthusiastic about human brands eagerly engage in fan communities to share their common interests with others. Although sharing one``s enthusiasm towards the same celebrities can give them positive senses of we-ness (in-group identity, togetherness, camaraderie) and belongingness, negative sides also exist such as schadenfreude and trash talk. Even though the studies addressing the negative sides of fan community are gaining significance, no prior studies formally examined the negative consequences of engaging in a fan community and their effect on one``s well-being. Therefore, this current study aims to investigate how engaging in fan community negatively affects members`` psychological well-being through …

The Effect Of Perceived Risk, Hedonic Value, And Self-Construal On Attitude Toward Mobile Sns, Ji Yoon Kim, Sang Yong Kim

Asia Marketing Journal

This study investigates the effect of perceived risk on attitude toward mobile Social Network Services (SNSs). First, we understand that perceived risk of SNSs is a multidimensional concept, and we study the relationship between attitude and perceived risk such as social risk, performance risk, and privacy risk in SNS environments. Subsequently, the relationships between these multidimensional concepts of perceived risk and attitude are investigated. The result indicates that social, performance, and privacy risk have negative effects on attitude. In addition, the moderated effect of individual characteristic variables such as hedonic value and self-construal are confirmed as mitigating factors that alleviate …

Sk Energy"S Customer Satisfaction, Min Sun Yeu, Doo Hee Lee, Jae Hwan Kim

Asia Marketing Journal

Many oil refinery companies have been proactively carried out marketing activities to survive in highly intensified service station industry. In 2012, SK Energy ranked number one in three customer satisfaction surveys (NCSI, KCSI, and KS-SQI). SK Energy``s success is in its differentiated customer satisfaction business strategy. SK Energy has been implementing various marketing activities. As a part of the activities, it issued an affinity credit card with on spot discount privilege for the first time in the oil refinery industry. SK Energy also issued EnClean bonus card for OK Cashbag points that can be used for discounts at the service …

The Impact Of Consumer Product Package Quality On Consumption Satisfaction, Brand Perceptions, Consumer Investment And Behavior, Jeffrey S. Hess Phd, Jay Singh, Lynn E. Metcalf, Jeffrey Danes Phd

Journal of Applied Packaging Research

Consumer product packaging can serve a critical role in the consumption experience, but marketing and packaging science researchers focus primarily on pre and post-consumption aspects of consumer product containers. Exhaustive research into packing ergonomics, logistics, safety, sustainability and promotional features are common across marketing and packaging disciplines, but research isolating the role of a packaging in consumption satisfaction and enduring consumer-brand relationships is rare. In addition to an undervalued role in product satisfaction, functional isolation between marketing and packaging scientists limits packaging’s overall impact on the bottom line.

This research examines the role of bottle quality in bottled-water consumption satisfaction …

2014-April-29-Natural History Museum To Host ‘Fossil And Artifact Id Night’ Tuesday, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-29-Etsu’S Little Bucs To Hold Slocumb Galleries Art Exhibit Fundraiser, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-29-Etsu To Hold Bristol Area Event For Prospective Transfer Students, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Case Study On The First-Time Use Of A Webinar By A Small Marketing Firm, Lauren M. Harrison

College of Journalism and Mass Communications: Professional Projects

The term webinar has become part of the English language, but use of this technology is not yet widespread. Can a webinar help a small marketing firm reach its broad audience efficiently and effectively? That was the question asked by Harvest Retail Marketing before it decided to launch its webinar series. This paper discusses the advantages and disadvantages as well as best practices of webinars when used by a small marketing firm. The research also presents “next” practices that can be used in the planning and presentation of a first-time webinar by other small marketing firms.

2014-April-29-Tsbdc At Etsu To Offer May Training Classes For Small Businesses, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-29-Collegium Musicum Sounds Of The Continent, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Essays On Consumer's Psychological And Behavioral Responses Toward Social Coupons, Chinintorn Nakhata

USF Tampa Graduate Theses and Dissertations

Traditional economic theory suggests that consumers are likely to prepay for a product/ service that appears to be heavily discounted. However, in reality, many consumers do not think and act to achieve that goal. This is evident in consumer's psychological and behavioral responses toward a new type of price promotion, namely social coupons (SCs) (i.e., online coupons that offer consumers a substantial discount with a long redemption period when they prepay for a retailer's products/services). Such responses generate vital impacts not only on consumers themselves in terms of saving maximization but also on service retailers (e.g., sit-down dining restaurants) and …

The Effectiveness Of Viral Advertising Messaging Techniques On Social Media, David Teeples

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

The Misunderstanding Of Multi-Level Marketing, Adrienne D. Reavis

Senior Honors Theses

The structure of multi-level marketing has been mistaken for a pyramid scheme with the introduction of companies, such as Amway, Avon and Mary Kay Cosmetics. The concept of multi-level marketing includes a system of selling a company’s product that involves a pyramid of sales persons. Even though a pyramid structure is present within multi-level marketing, it does not influence the entirety of the business. Because multi-level marketing is a successful manner in which individuals can achieve financial freedom, multi-level marketing companies have migrated to various parts of the world, especially China. However, recent controversies have occurred in China because the …

2014-April-26-Drug Take Back Day, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-April-25-Etsu Names Dr. Judith Slagle As Interim Dean Of The Honors College, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Social Media Strategic Plan For Under Armour, Ashley Leers

Senior Honors Theses

This thesis is a study of the effects of social media on an organization’s integrated marketing communications strategy in general and provides a proposal of how the sports apparel company Under Armour could use social media to enhance its promotional strategies. It is a discussion of the implications that social media has on consumer behavior with focus on how social media has changed the way today’s consumers interact with brands. This thesis provides an analysis of the growing importance of social media being implemented within a business. Benefits discussed include the appeal of social media over traditional media, increased customer …