Marketing Commons^™

Running And Chasing: The Competition Between Paid Search Marketing And Search Engine Optimization, Kai Li, Mei Lin, Zhangxi Lin, Bo Xing

Research Collection School Of Computing and Information Systems

As search engine is leading the revenue growth in online marketing field, the competition of search engine marketing between paid search marketing (PSM) by search engine providers (SEPs), and search engine optimization (SEO) provided by search engine optimization firms, is white-hot. While PSM is simply for advertisers to buy the top ranks in sponsored links, SEO tries to optimize advertisers' websites by free-riding search engine's organic searching results. This study aims to investigate this competition by analytical modeling regarding organic search quality. We focus on sustainability conditions of SEO firms, investment analysis of SEO firms, and profit analysis of SEP. …

An Investigation Into The Importance Of Organisational Public Relations For Live Music Festivals In Ireland, Paying Particular Attention To Organisational Identity, Image And Reputation, David Mahy

Theses

This research is concerned with Image and Reputation creation and management within the entertainment sector, specifically with regard to live music festivals and how a Public Relations campaign can successfully create a favourable image with its main target demographics and maintain a positive reputation and corporate identity.

The literature on the subjects of reputation, identity and event management revealed that relationship building and image management with primary groups of stakeholders can be very significant contributors to the success of live music festivals. Successful two way engagement with customers and perspective attendees of the festival can ensure the continued existence of …

The Role Of Social Marketing In Salt Reduction, Michael Barry

Theses

More people die from cardiovascular disease than any other cause in Ireland (Department of Health, 2013). A direct correlation exists between high salt intake and high blood pressure and ensuing cardiovascular diseases (He and MacGregor, 2010). This thesis focuses on the use of social marketing to educate people on the dangers of high salt intake with the eventual aim of making recommendations to aid in the reduction of high blood pressure. In-depth interviews were conducted with twelve leading personnel from salt reduction and social marketing fields. All interviewees reached similar conclusions suggesting that salt reduction as a health issue needs …

Analysis Of The Current Public Relations Practices Within The Irish Luxury Hotel Sector And The Importance Of These Practices To The Industry., Aoife Ducatta Lohse

Theses

The purpose of this study was to investigate the current knowledge, importance and application of public relations within Irish Luxury Hotels. Another aim was to find out how the public relations theories of relationship management, strategic management and communications are used in the sector.

The research methodology in this study used a mixed method approach. Quantitative research was used in the form of an online questionnaire and qualitative research was used in the form of semi-structured interviews. The online questionnaire was distributed to all luxury four star and five star properties with an online presence in Ireland with an aim …

Consumers' Perceptions Towards Sustainability: A Cross-Cultural Analysis, Mertcan Tascioglu

College of Graduate Studies: Theses & Dissertations

Sustainability has become a subject of increasing concern to academics and practitioners in recent years. Increasing consumer demand for socially responsible products encouraged supply chains to put increasing emphasis on sustainability. In adapting sustainability practices consumers play a very important role for supply chains. Thus this dissertation examines consumers’ perceptions towards sustainability practices. Although most previous research has examined environmental sustainability practices, the social dimension of sustainability has received little attention. This dissertation attempts to explore both environmental and social sustainability and their effects on consumer perceptions in different cultural contexts and price levels. Two scenario based experiments are utilized. …

Political Ideology And Consumer Preferences, Adam Farmer

Theses and Dissertations--Marketing and Supply Chain

Despite continued polarization along political party lines, it remains unclear how differences in political ideology impact the choices consumers make. The results of seven studies indicate that political ideology profoundly influences the way consumers think and behave. Liberals and conservatives are systematically drawn to distinct choice preferences where liberals prefer hedonic, novel, and desirable options, while conservatives prefer utilitarian, status quo, and feasible options. These findings are robust for multiple measures of political ideology across multiple choice sets. Differences in behavior are explained by the amount of deliberation used for a given decision. Liberals deliberate more than conservatives as they …

Evolutionary Motives And Consumer Food Choice In Romantic Relationships, William Robert (Rob) Richerson Iii

Theses and Dissertations--Marketing and Supply Chain

This research examines the evolutionary eating patterns of consumers when eating with those they are in relationships with, moving beyond eating decisions made in isolation or in the presence of strangers. Across three studies, unique patterns of consumption emerge when males and females are in different stages of romantic relationships. I demonstrate that the evolutionary motives of mate acquisition and mate retention drive eating patterns for relationship partners relative to their gender. I show that females match the eating habits of males at early stages in the relationship but are more independent later in the relationship, while males match eating …

Does Information And Communication Technology Improve Job Satisfaction? The Moderating Role Of Sales Technology Orientation, Yam Limbu, C Jayachandran, Barry J. Babin

Department of Marketing Faculty Scholarship and Creative Works

Empirical research concerning the role of information and communication technology (ICT) in shaping business-to-business salesforce job satisfaction remains relatively scarce. The authors propose and empirically test a causal model that theoretically represents structural relationships among factors comprising ICT and eventual salesperson job satisfaction. Study results indicate that ICT indirectly influences job satisfaction through salesforce administrative performance. While ICT infrastructure, training, and support positively relate to administrative performance, none of them influence outcome performance significantly. In addition, salesperson technology orientation moderates the effect of both ICT infrastructure and support on job satisfaction. Managerial insights and implications from the research are discussed.

Using Inoculation Messages To Protect “Stay In The Market” Beliefs During Financial Crises, Lindsay Lyles Dillingham

Theses and Dissertations--Communication

This paper focuses on the problem of collapsed “stay in the market” (SIM) beliefs during financial crises. The primary purpose of this investigation was to ascertain whether or not inoculation messages represent a viable communication strategy to preemptively protect SIM beliefs during forthcoming financial crises. Ancillary purposes of this study were to further investigate the role of print and video crises, explicit instructions regarding post-inoculation talk (PIT), and gain and loss frame inoculation messages on the inoculation process. This study used a between subjects factorial design (3 x 2 plus four additional conditions) to explore ten hypotheses. Data collected from …

The Impact Of Attitudinal Ambivalence On Weight Loss Decisions: Consequences And Mitigating Factors, Bui My, Courtney Droms, Georgiana Cracium

Scholarship and Professional Work - Business

This research takes a new look at individuals' attitudes and intentions towards losing weight. Study 1 examines the relationship among those interested in losing weight and individual self-evaluative ambivalence on attitude towards trying to achieve a weight loss goal and the intentions to achieve the weight loss goal. For Study 2, a between-subjects experimental design, where attitudinal ambivalence and prior outcome feedback were manipulated and self-efficacy was measured, is conducted to examine attitude towards eating healthier and intention to change eating behaviours. Findings across the two studies show that attitudinal ambivalence about the self and the individual's abilities and motivation …

Smart Phone Purchasing Habits Among The University Of New Hampshire Students, Alexa Lomonaco

Honors Theses and Capstones

College students are more connected to technology now than ever, especially because a smart phone that has all of the capabilities of a computer is right in their pockets. This study delves into why students at the University of New Hampshire purchase their smart phones, how they use their smart phones, and how to better market toward profitable segments. The two segments found were the technology buffs, who are smart phone experts and are constantly on their devices, and the practical users who mainly use their smart phones for texting and calling. The results from the study showed that students …

The Role Of Social Norms In Consumers' Evaluations Of Brands From Emerging Countries, Shuang Yang

Open Access Theses & Dissertations

In prior studies, the effects of country of origin (COO) on purchase intention have been explained by signaling theory, the elaboration likelihood model and categorization theory. However, none of these theories explains the role social norms play in COO effects. Applying the theory of reasoned action (TRA), this study proposes that COO influences purchase intention through attitudes and social norms. This proposed model explains the joint effect of quality perceptions, consumer animosity, and perceived social pressure on purchase intention. The moderation effect of collectivism/individualism culture is also tested.

The research findings support the proposed model. Specifically, the results suggest that …

Internationalization Dilemma For Brazilian Firms: China Vs. The Greater Mercosur Region, Syed H. Akhter, Marcilio Machado

Marketing Faculty Research and Publications

Purpose

The purpose of this paper is to explore, using the conceptual frameworks of psychic distance and resource-based view, how Brazilian firms resolve strategic dilemma. Brazilian firms face a strategic dilemma about whether to diversify and exploit the rapidly growing markets of China or to protect and expand the established markets of the Greater Mercosur region. The strategic responses of Brazilian business to business firms are examined within the context of internationalization decisions.

Design/methodology/approach

The paper takes a qualitative approach to study the decisions taken by Brazilian firms to deal with the strategic dilemma arising from competitive developments in domestic …

Read Poster - Vaughn Williams, Director Of Athletics, Amy Thompson

Library Marketing Materials

READ Poster, featuring Vaughn Williams, Director of Athletics at Kennesaw State University.

Book: The Servant: A Simple Story About the True Essence of Leadership, by James C. Hunter. Rocklin, CA: Prima Publishing, 1998.

Low-Income Consumers In Brazil: Nuances Of A Market That Can No Longer Be Ignored, Luiz Antonio Slongo, Carlos Sergio Valdez Saldanha, Syed H. Akhter

Marketing Faculty Research and Publications

The main goal of this paper is to better understand the low income Brazilian market, supported by two basic concepts: price unfairness and perceived product value. In order to meet the research objective a qualitative approach, based on two methodological procedures – observation and in-depth interviews –, was used. The findings indicate that small neighborhood retailers, despite lacking adequate physical infrastructure and management skills, play an important role in meeting the needs of low-income consumers. They offer convenience, personalized services, easy and uncomplicated credit (on an informal basis), and a product mix that matches the needs and desires of their …

Is Neuromarketing Ethical? Consumers Say Yes. Consumers Say No, Jason Flores, Arne Baruca, Robert Saldivar

Marketing Faculty Publications (Archived)

Advancements in the development of neuroscience have created the capacity for neuroscientific methods to be applied to marketing science and ultimately marketing practice. As a relatively nascent subfield in marketing, neuromarketing applies neuroscientific methods to study consumer reactions to specific marketing related stimuli. This study analyzes the use of neuromarketing by for-profit and non-profit organizations from an ethical perspective based on consumers’ point of view. The implications of consumers’ ethical judgments are also explored. The empirical evidence indicates that consumers perceive the use of neuromarketing-based marketing tactics by for-profit organizations to be unethical, yet the same tactics are considered ethical …

The Impact Of Salesperson Listening: A Multi-Faceted Research Approach, Emily A. Goad

Marketing Dissertations - Archive

Relationships are based on communication between parties; an important aspect of communication that is necessary for building long-term relationships is listening (Ingram et al. 1992). In sales, researchers have posited that salespeople's relationships with their customers are strengthened when salespeople consistently have effective listening skills (Ramsey and Sohi 1997; Marshall et al. 2003). Given the importance of listening in relationship building and the sales context, this dissertation examines salesperson listening from varying research approaches in three essays. First, a meta-analysis was conducted to synthesize existing empirical research on listening to empirically assess the research stream of salesperson listening. This meta-analysis …

Do We Have Zero Privacy In Transportation? An Exploratory Study Of Video Surveillance Systems, Michael Latta

AMTP Proceedings 2014

The extent of and ethics of video surveillance has moved the conversation about privacy and surveillance from the internet to the camera, from home to transportation systems, and from static to real time marketing analytics. The issue of privacy and surveillance is international in scope for transportation surveillance, since, like the internet, transportation knows no borders and there are no limits on transportation types where surveillance of the public can be done routinely. The extent of surveillance systems worldwide is not well documented. This exploratory study seeks to document the extent of surveillance video camera systems around the world used …

A Student Inventory Simulation Evaluating Changing Demand Variation And Customer Service, Craig G. Harms

AMTP Proceedings 2014

This paper presents the pedagogy of an Excel student simulation that allows the user to change various costs and demand variation and experiment with the effects of those changes on a set of customer service levels. Unlike merely reading about inventory control and the importance of customer service, students can actually experience the results of experimenting with a variety of service levels and the effects on shortages. Track: Marketing Education

Adjuncts And Institutional And College Mission: Maintaining Distinctives In An Era Of Part-Time Faculty, David J. Burns, Yvonne Smith, Keith Starcher

AMTP Proceedings 2014

In 1969, roughly 78 percent of the instructional faculty at colleges and universities were full time and tenured or on tenure track. By 2009, that percentage had declined to 33 percent. Given their part-time status, adjunct faculty members are commonly viewed as a supplementary workforce. Evidence suggests that this looser connection extends to the mission of the university. Today, institutional mission is becoming increasingly important to colleges and universities as higher education has become much more competitive. The competitive environment is forcing colleges and universities to focus more attention on segmentation and differentiating their missions from those of the competition. …