Marketing Commons^™

How The Use Of Social Media As A Public Relations Tactic Has Aided Animal Rescue Organisations In Raising Awareness Of Their Cause, Carole Hennessy

Theses

This study aims to contribute to the understanding of the non-profit sector, in particular animal welfare organisations and how social media can be used as a Public Relations tactic which in turn enables them to raise awareness of their cause.

A qualitative research design was deemed the most suitable by the researcher. Semi-structured interviews and a content analysis in the form of a netnographic analysis of the chosen non-profit organisations Facebook pages were used to collect the primary data. Interviewees were chosen on the basis they had knowledge, experience and exposure in their area.

Research findings indicate that social media …

How Social Media Networking Is Supporting Customer Engagement And Brand Awareness: A Pr Perspective In An Irish Context., Miriam O'Regan

Theses

The primary purpose of this thesis is to investigate the phenomenon of social media networking in the Irish organisational context. The study examines how Irish organisations are utilising social media networking as a communication platform. The research assesses the aspects of phenomenon that provide organisational advantages in Public Relations. Therefore, aim of the study is to identify how social media networking is influencing customer engagement and brand awareness.

The first research phase comprises of an extensive literature review of key academic sources of secondary research including reports, articles and publications. This review cultivates a range of sources with insight into …

Technology Readiness In A B2b Online Retail Context: An Examination Of Antecedents And Outcomes, Roisin Vize, Joseph Coughlan, Aileen Kennedy, Fiona Ellis-Chadwick

Articles

This paper develops and empirically tests a model that examines the role of Technology Readiness (TR) in the Business-to-Business (B2B) context. It examines how the antecedents of TR affect the construct, and how the construct affects evaluations of a complex credence based B2B service. The research investigates how the retailers’ TR impacts their evaluation of web solution service providers (WSSPs). It responds to previous research calls by extending the TR construct from the business-to-consumer (B2C) perspective that is traditional in the extant literature into the B2B domain. The key findings of a survey conducted with 133 firms in the retail …

Online Book-Buying Behavior, Carolina Ziegler

Theses

Generally speaking, the Internet is directly influencing the buying decision-making process of the consumer. More than ask relatives and friends' opinions, current customers tend now to acquire information about products on search engines, social networks, blogs, or websites. Therefore, this research was set to develop a better overall understanding about online buying behavior.

The e-commerce is growing every year and the number of consumers willing to spend money on virtual transactions follows this tendency. In order to better understand this trend, the market for academic books was chosen as a reference to appreciate how consumers behave when buying a specific …

Sales Manager Support: Fostering Emotional Health, Motivation And Customer-Orientation In Salespeople, Elyria Kemp, Aberdeen Leila Borders, Joe M. Ricks

Faculty Articles

Purpose – The purpose of this paper is to examine the role of sales manager support in promoting the subjective well-being of salespeople as well as the function of the sales manager in cultivating positive, motivating and productive environments. Design/methodology/approach – An exploratory assessment of the relationship between sales manager support and emotional health in salespeople was conducted by interviewing sales professionals from diverse industries. The insight offered from these individuals, in conjunction with prior literature, provided the basis for the development of a conceptual model that elucidates the impact of sales manager support on the emotional well-being of salespeople …

Proceed To Checkout? The Impact Of Time In Advanced Ticket Purchase Decisions, Brendan Dwyer, Joris Drayer, Stephen L. Shapiro

Human Movement Studies & Special Education Faculty Publications

When purchasing tickets in advance, sports consumers are often faced with uncertainty. Most notably, in today's real-time environment, it can be challenging for consumers to determine how ticket prices and seat availability will change over time. Guided by the generic advanced-booking decision model, the current study investigated the role of time, ticket source (primary or secondary market), and team identification in advanced ticket purchasing by exploring a consumer's perceptions of ticket availability and finding a lower price. The results suggest the perceived likelihood of ticket availability and finding a lower priced ticket increased as the date of the game drew …

Social Media In The Business Curriculum, Pauline Ash Ray, Jenny Swearingen

AMTP Proceedings 2013

Due to the prolific development of Web 2.0 tools and the growing demand for their use in business this study explores the status of their inclusion in the business curriculum. Social media use is valuable, not only to marketing students, but also to all business students as well as the ability to build a personal brand to further their careers. There is a growing consensus to include social media in the curriculum but to what extent: A course, a major or a MBA specialization? A literature review for research of social media inclusion in curriculum is conducted for the current …

Content And Design Characteristics Of Chinese Corporate Homepages, Lixuan Zhang, Sufen Tian, Patti Miles

AMTP Proceedings 2013

Many Chinese companies have built their online presences; however few studies examine if the Chinese corporate websites follow recommended design guidelines. Through a content analysis of 487 websites of the largest Chinese companies, the study analyzes 55 content and design elements of the corporate homepages. A new coding scheme for Chinese web design is developed by utilizing existing schemes and identifying design elements unique to Chinese web including content, information architecture and usability, multimedia, and interactivity. In addition, the study also finds two unique design elements on Chinese corporate homepage. The differences in web design practices between American and Chinese …

From Push To Pull — How Smartphones Are Changing Mobile Marketing, Julie M. Pharr

AMTP Proceedings 2013

As “smartphones” have displaced traditional cell phones, mobile marketing—marketing via wireless handheld devices—has become increasingly more sophisticated. This paper highlights the dramatic shifts underway in the field of mobile marketing with the advent of mobile technology that simultaneously delivers web access, location information, and social networking capabilities. The paper makes a case for why smartphones may foreshadow the end of traditional push marketing, giving way to a new style of marketing that is location-based, context-specific and superior at initiating consumer pull.

The Factors That Influence Merchants’ Likeliness To Continue Business: A Study Of Georgetown, South Carolina, Monica B. Fine, Paul Clark

AMTP Proceedings 2013

Loss of businesses to surrounding areas has escalated in the past decade, promoting an examination of factors causing business defection from the city of Georgetown, South Carolina. Kotler (1969) warned that customer retention is more important than identifying new prospects. If the customer’s satisfaction levels fall below completely satisfied, there is a risk of customer defection. This issue is important because the “purpose of a business is to create and keep customers” (Kotler 1969, p. 2). Therefore, understanding what dissatisfies a customer is just as important as understanding what satisfies a customer. The degree to which cities are vulnerable to …

Relationships Of Brand Awareness, Logo Associations And Prior Shopping Experience: A Pre-Test Study, Tulay Girard, M. Meral Anitsal, Ismet Anitsal, Zhenye Zhang

AMTP Proceedings 2013

Branding is instrumental in achieving success in today’s highly competitive markets. Successful brands are those that differentiate themselves from competition in the minds of consumers even though they satisfy the same needs. Brand name, logos, jingles, slogans, brand personalities/characters, URL of a web site, signs and packages, letterheads, business cards are some of the tools that companies and organizations use as part of their external branding efforts. Companies typically spend considerable sums in their logo design activities. Some of them even try to revive their brands by changing their logos over time. Despite the importance of this research topic, little …

Internal Communication As A Tool For Stakeholder-Organization Identification, Ania Izabela Rynarzewska

AMTP Proceedings 2013

Identification has long been considered to be one of the main concepts in organizational behavior. Fortunately, organizational identification has also shifted into marketing and communication literature. Recent streams of marketing literature suggest that organizational identification may be a key to connecting employees and consumers to an organization on much deeper level than any other relationship known before. Due to the possible impact of customerorganizational identification on performance, marketing scholars have become increasingly interested in possible advantages of this relevant construct. Identification with an organization is popular in both management and marketing research as the means of fostering a relationship between …

The Role Of Media Richness Of Channels On Consumer Decision- Making And Channel Choice, Moutusy Maity, Mayukh Dass

AMTP Proceedings 2013

With the increasing popularity of multichannel strategies, many retailers actively encourage their customers to undertake purchasing activities across various retail channels. Extant literature on multichannel strategies advances our understanding of why and how consumers select channels, but our knowledge is limited on how different channel characteristics affect consumer behavior, decision-making across channels and channel choice. In this paper, we focus on one such channel characteristic, called media richness of the retail channels, and investigate the effects of media richness of channels on consumer decision-making and channel choice. Media richness, as originally described by Media Richness Theory, is a set of …

Online Learning: Best Practices And Online Technologies, Anita H. Whiting

AMTP Proceedings 2013

This session seeks to provide a forum for discussing online technologies and best practices in online learning. Session seeks to provide an opportunity for faculty to discuss what strategies have worked well in their online classes and what obstacles they have encountered while teaching online. Session will also foster discussion about online technologies that faculty prefer to use and the benefits they gain from these technologies. Overall, session will help faculty learn more about how to be successful in the online classroom.

Internal Marketing Implications Of Workplace Bullying: The Integration Of Multiple Perspectives, Mary F. Mobley, Michael C. Mobley, Richard Easley, Clinton Amos

AMTP Proceedings 2013

This special session will highlight marketing, behavioral, leadership, and legal perspectives of workplace bullying behavior and how such behavior can negatively affect an individual’s wellbeing and adversely impact an organization’s welfare. The discussion will be couched within an internal marketing framework with special emphasis on strategic implications. Behavioral aspects of those who bully and the impact that their behavior can have on their targets will be given special consideration. Also, various leadership issues that arise in workplace environments with respect to workplace bullying will be explored. Further, an overview of the legal ramifications of workplace bullying will be integrated into …

Social Media In The Business Curriculum Panel, Pauline Ash Ray, Jenny Swearingen, Paul Wilkens

AMTP Proceedings 2013

Social Media has grown from an auxiliary chapter in a marketing text to an entire course in the curriculum, an undergraduate major, or a MBA specialty. The controversy now appears to be the extent of the coverage of the Social Media area. The challenge in examining social media’s role in the business curriculum is that there is a lack of empirical research on this subject. The purpose of this panel is to undertake an exploratory review of how social media has been utilized in the business curriculum of participants’ schools in response to the demands of the changing business landscape. …

The Effects Of A Disaster’S Onset On The Humanitarian Aid Supply Chain, Micheal J. P. Dwyer

AMTP Proceedings 2013

Through the development of an illustrative model, this conceptual paper argues that the relative timeframe of the onset of a disaster – whether slow or sudden - is related to the form of the supply chain response of the humanitarian aid organization. Further, a proposed method for researching the interrelationship between the nature of a disaster and how it affects the formulation of the humanitarian aid supply chain is offered. Several contributing characteristics of humanitarian aid supply chains are identified and described within the context of the model. Finally, several potential avenues for future research are described including the efficiencies …

Good Media Mix Strategies For Bad Times: Sequencing Optimizes, Marsha Loda, Barbara Carrick Coleman

AMTP Proceedings 2013

This paper summarizes an experiment which compares three commonly used marketing elements: advertising, Internet websites, and publicity. These elements are rated on two dependent variables: message acceptance (credibility and message strength), and message response (attitude and purchase intent). Direct effects of each variable are examined. Sequencing effects are also examined to see if it matters in what order potential customers encounter the marketing message. Results indicate that a website, used alone, can make a significant difference in message strength. However, to impact purchase intent, a multimedia campaign is necessary. The current study extends the authors’ 2005 research comparing only advertising …

A Comparison Of Potential Student Blood Donors To Actual Donors, Harold Ogden, Kelly Campbell Lefort, Matthew Kerr, Matthew Maclellan, Zachary Briggs

AMTP Proceedings 2013

With a growing need for blood and blood products, managers of blood collection agencies are interested in increasing donation rates. A better understanding of how donors are different from the general public might inform decisions on how to promote to make non-donors more like donors. A sample of 74 student blood donors was surveyed at two university blood donor clinics about their attitudes and beliefs about blood donation. A convenience sample of 134 respondents in a university student population was also surveyed for comparison. The latter was later split by level of commitment to blood donation. Differences among these three …

Understanding Online Brand Communities: Netnographic Study Of Apple Iphone Consumers, May Aung, Keija Wu, Laila Rohani, Khalil Rohani

AMTP Proceedings 2013

This study extends the concept of brand communities. The netnography approach has been applied to two online brand communities, both central to Apple iPhone consumers. This study reveals two cultural manifestations with their own passions and communal norms not detected by previous research. This study, thus, enriches the conceptual understanding of brand communities. It also offers contribution toward understanding consumers of high technology brands, an area where few studies have been conducted to date.