Marketing Commons^™

Threatening Products And Threats To The Social Contract In Consumer Review Forums, Lindsay Larson, Luther T. Denton

AMTP Proceedings 2014

Suspicion regarding dishonest electronic word-of-mouth is a growing concern for online consumers. Individual consumers are occasionally seen acting as product review forum ‘watchdogs’ within the websites they visit; posting vigilante comments against reviews they perceive to be fraudulent. This study investigates consumer ‘watchdog comments,’ and the way in which ego-threatening product categories themselves may actually induce a prosecutorial mindset, leading to greater levels of suspicion towards positive online product reviews and the impulse to prosecute potential fraudsters. A content analysis of actual Amazon.com reviews and consumer commentary indicates that the occurrence of ‘watchdog comments’’ is more common within ego-threatening product …

Consumer Alienation: Relationships With Marketplace Interaction Styles, David J. Burns

AMTP Proceedings 2014

Within today’s shopping environment where discretionary purchases are the norm, individuals’ purchasing activities are affected by the degree to which they interact with the marketplace. One factor which appears to affect the degree of interaction consumers have with the marketplace is the degree of consumer alienation experienced. When attempting to better understand consumer alienation, marketplace interaction styles (e.g., assertiveness and aggressiveness) appear to be an area of particular interest. Individuals with stronger feelings of alienation can logically be expected to possess marketplace interaction styles which differ from those of individuals who are less alienated from the marketplace. These relationships were …

Is Environmental Concern In Advertising Related To The State Of The Economy? An Exploratory Study From The Wall Street Journal 2007-2011, Lindsay Larson, Luther T. Denton, Anni Rainio

AMTP Proceedings 2014

This study is an attempt to determine the relationship between the prevalence of environmental cues in advertisements and the state of the U.S. economy. Advertisements sampled from the Wall Street Journal, a preeminent daily business news publication in the United States, were examined during the years 2007, 2009, and 2011 to determine this relationship. While few direct environmental appeals were found within the sample of advertisements, a variety of indirect environmental cues were utilized for analysis. The results show that there is a quadratic relationship between advertisers’ use of indirect environmental cues and the state of the economy, such that …

Structural Relationship Among Loss Aversion, Emotion, And Sport Consumption: The Case Of Ncaa Men’S Basketball Tournament Bracketology, Brian H. Yim, Kevin K. Byon, Thomas A. Baker

AMTP Proceedings 2014

The NCAA Men’s Division I Basketball Championship, known to fans as March Madness, is one of the most popular annual sporting events in the United States. Despite its economic impact on the sports industry, relative few studies have examined phenomena surrounding the March Madness bracket. Some (e.g., Kaplan &Garstka, 2001; McCrea &Hirt, 2009) have focused on how to make accurate predictions for the tournament. However, sports marketers need to understand why and how participants make decisions when filling out their brackets, and no studies have investigated this behavior. To fill this void, the current project was conducted to explain the …

Monetizing Social Media In The Sport Industry--Or Not?, Dallas Branch Jr., Jason Falls

AMTP Proceedings 2014

One of the vexing issues for sport marketers is how one can develop marketing strategies and programs to utilize social media in order to "monetize" this effort. No one can argue the other 5 of 6 business drivers of social media marketing" (Falls, personal communications, 2013). These 5 include the following: Enhance Branding and Awareness Protect Brand Reputation Facilitate Customer Service Build Community Facilitate Research and Development However, when it comes to the sixth driver--"Drive Sales/Leads", sport organizations have found it difficult to affect their ability to "monetize" social media marketing efforts in this regard. It is this inability or …

Sports Events Attended By Americans: What And Why?, Sam Fullerton, Tammy Mccullough, Larry G. Neale

AMTP Proceedings 2014

A sample of 956 consumers who had attended a spectator sports event provided insight into what sport they last witnessed as part of the live audience. The data were collected in a major market with all four North American leagues plus major and mid-major collegiate sports and an abundance of minor league and other recreational sports. The respondents also identified the primary motive for attending. They also provided their age and gender. The results identified 41 different sports and 34 unique motives for attending. Age and gender were shown to be related to several, but far from all, of the …

Sports Fantasy Camps: Opportunities For Amtp Members, Mark Mitchell, Gregory Turner

AMTP Proceedings 2014

Sports Tourism is one of the fastest growing areas of the global travel and tourism industry. More organizations are providing more immersive experiences for a growing (and increasingly diverse) fan base by developing Sports Fantasy Camps. This manuscript provides an overview of such Camps and broader Sports Experience Tourism in the area around the Coastal South Carolina (i.e., North Carolina, South Carolina, Georgia, and Florida).

Social Media In The Financial Services Industry, Nathaniel Gibbs, Perry Haan

AMTP Proceedings 2014

Innovative strategies set a company apart from its competitors. Lindsay and Hopkins (2010) said strategy is making the most of a current situation and devising a plan for the future. Likewise, if banks and other financial organizations want to enhance their brands, reduce costs, increase customer satisfaction, boost innovation, increase revenue, and maintain their competitive positions, they need to embrace social media. Social networks are used by marketers to connect and communicate with customers (Mangold & Faulds, 2009). Organizations must be receptive and flexible to remain relevant in the business environment (Bouckenooghe, Devos, & Van den Broeck, 2009). The environment …

Information Disclosure On A Chinese Social Media Platform, Lixuan Zhang, Clinton Amos, Iryna Pentina, Bj Blackwood

AMTP Proceedings 2014

The nature of social media encourages people to contribute voluntarily to public web and inevitably, leaving a persistent and cumulative repository of personal information. Aware of the privacy risks, about one third of the Internet users in the United States have expressed concerns of their personal privacy. However, users are often cavalier in the protection of their own data profile. There is often a discrepancy between users’ intentions to protect privacy and their actual heavier. This behavior is often terms as “privacy paradox”. The privacy paradox might arise because users balance between risks and benefits of disclosing information on social …

Intensity Of Linkedin Usage By “Truly Small” Firms To Promote Business-To-Professional Interactions, Lisa Witzig, Joe Spencer, Nikole Maki

AMTP Proceedings 2014

LinkedIn is the largest business-oriented collaborative tool enabling Professional-to-Professional (P2P) and Business-to-Professional (B2P) connections. Regardless of organizational type, there are distinct advantages for firms to utilize LinkedIn. This research builds on previous work examining the intensity of LinkedIn usage by organizational type -- Fortune 200, INC 200, Fortune 200 Non-profits – by focusing on truly small businesses and small non-profits with revenues between $500K to $2M revenue. The study of approximately 1000 organizations finds that truly small non-profits and small businesses utilize the B2P features of LinkedIn significantly less than all three types of larger organizations. This paper applies a …

Rugby As A Growth Model For College Marketing, Nicolas P.E Whitrow, Justin M. Hickey, James W. Satterfield, Michael G. Godfrey

AMTP Proceedings 2014

The purpose of this paper is to suggest a model for institutions to structure their rugby program in order to grow the brand name of an educational institution. The strategy outlined in the paper promotes the use of the sport of rugby union to reach foreign markets that are otherwise not tapped. The international branding of U.S colleges generates source of funding and institutional recognition. A suggested model that could be transposed to other non-school sponsored sports in order to reach the intended market, is preceded by a brief outline and examination of the current common structuring that institutions use …

Personal Selling: A Humanist Perspective, William R. Gruver, Timothy W. Sweeney

AMTP Proceedings 2014

Association of Marketing Theory and Practice Proceedings 2014,

Tolerance Of Noise In The University Library, Harold Ogden, Hammaad Subhani, Lydia Schreier, Marie Deyoung

AMTP Proceedings 2014

In modern civilization, noise has become a problem in many situations. Traffic noise has been seen to reduce level of health and quality of life (Dratva et. al. 2010). Background noise has been seen to reduce learning ability (Lukits 2012). Even at low levels, noise has been identified as a source of distraction, irritation and low productivity (HR Focus 2006). This study examined the degree to which various sources of noise are a problem to university library users. Preliminary exploratory investigation was conducted with secondary research, as well as informal consultation with library staff, informal discussion with undergraduate classes and …

Developing And Reassessment Of Consumer Based Brand Equity Model In Sport (Case Study Of Soccer Clubs In Iranian Premier League), Mahdi Bigdely, Habib Honari, Rahman Aqayi, Mahdi Aghazadeh

AMTP Proceedings 2014

The main purpose of this study was to develop a valid and reliable model for evaluation of brand equity in sport teams in Iran. In this research, considering the importance and vital role of brand equity in sport teams and infancy of brand equity topic, Ross (2008) model of spectator based brand equity in sport was reassessed and after evaluating it, new Spectator Based Brand Equity in Sport model was proposed of sport teams Iran.

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 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 …

Situating Men Within Local Terrain: A Sociological Perspective On Consumption Practices, Deirdre Duffy

Conference papers

The aim of this paper is to explore how young men, operating within influential discursive regimes, construct their identity projects and come to know themselves, through their engagement with consumption and leisure practices. Foucauldian theory is drawn upon to conceptualise men as intertwined within their social environs, the recipients of socio-cultural inscription. By situating the micro-social context of the male consumer in a larger socio-cultural context, this study endeavours to go beyond consumer narratives to incorporate the influence of market and social systems on individuals’ identity work. The two discursive practices explored include: hometown community and Gaelic sport. Findings show …

Quench The Thirst: A Content Analysis Of The Persuasive Techniques Of Unicef's Tap Project, Rachel Chadalavada

Masters Theses

This study analyzes the persuasive techniques utilized by UNICEF's Tap Project. This water related campaign began in 2007 and since then has created four themes. These themes are: Dine out, Celebrity Tap, Facebook Push and Cellphone Challenge. The study finds that the videos employed by the Tap Project portray all six Facets of Effects. However, their usage was based on the message that was being delivered. That said, not all videos utilized all of the facets. This implies that an advertisement need not necessarily use all six Facets of Effects to be successful. The facet of association however, stood out …

The Hidden Layer Of Buyer-Seller Relationships, Stephanie Marie Mangus

LSU Doctoral Dissertations

Using social capital theory (SCT), this research conceptualizes trusted advisor relationships (TAR) and empirically tests the implications of such intense relationships on important performance outcomes. Essay 1 was conducted to offer an in-depth analysis of the conceptualization of trusted advisor relationships. A hermeneutical phenomenological approach was used to interpret the data derived from fourteen in-depth interviews with professional salespeople and their business-to-business (B2B) clients. These data supported the development of a conceptual model and definition of TARs. Essay 2 was conducted to explore the measurable components of trusted advisor relationships and solidify an operationalization of the construct for used in …