Marketing Commons^™

Social Media: Revolutionizing The Business World, Emily Raush

Senior Honors Theses

Public communication avenues were greatly affected through the invention of the Internet; however, what has developed communication processes even further is the rise of social media. This thesis explains how the utilization of social media tools is revolutionizing the business world and also provides information to understand the direction in which social media is heading.

Segmenting Motivation: An Analysis Of Fantasy Baseball Motives And Mediated Sport Consumption, Brendan Dwyer, Stephen L. Shapiro, Joris Drayer

Human Movement Studies & Special Education Faculty Publications

Fantasy sport consumer behavior research is a burgeoning area of inquiry as this growing segment of sport fans exhibits unconventional, yet robust media consumption habits. In addition, consumer motivation and market segmentation represent core principles within the study of marketing, yet the integration of these two essential concepts with regard to sport consumers is limited. The purpose of this study was to explore fantasy baseball motives, develop a motive-based taxonomy of users, and quantify the differences between segments through an examination of mediated sport consumption. An exploratory hierarchal cluster analysis with a subsequent K-means analysis was conducted to determine the …

The C.A.L.M. Method Of Mass Product Distribution: An Update & Comparative Analysis, Marvin Lovett, Irma S. Jones

Marketing Faculty Publications

This paper updates the evaluation of the C.A.L.M. Method: The Consignment Auction Liquidation Marketing Method of Mass Product Distribution as well as provides a limited comparison of eBay as a form of auction product distribution. Originally developed and initiated in 1993 in response to the common need business organizations have for product liquidation outlets, the C.A.L.M method targets audiences contemplating the distribution of products, including manufacturers, wholesalers, retailers, and other entrepreneurs. General merchandise is distributed via consignment auction outlets located throughout the United States. Building on a previously published ten-year time span evaluation on the effectiveness of the C.A.L.M. method, …

A Consumer-Based Brand Equity Approach To Detect Perceived Incongruity And Its Impact Upon Consumer Perceptions, Stefan Linnhoff

Electronic Theses and Dissertations

An analysis of the retail market environment reveals two striking trends - remarkable growth of private brands, exerting increased pressure on national brands, and the increased market share of discounters and mass merchandisers stirring market competition with other retail types. These trends press the question - how do different product brand images interact with the variant images of different retailers? In order to thoroughly address, a comprehensive multiple mediator model was devised and empirically tested, tapping into three literature streams: the psychological, sociological and business literature on incongruity; studies on Consumer-Based Brand Equity (CBBE; Keller 1993); and works on Retailer …

The Impact Of Celebrity Endorsement On Public Relations And The Consumer, Berenice Geraghty

Theses

Celebrity culture and endorsement has become a huge part of public relations today. Therefore it has become a core tactic within public relations campaigns and is becoming increasingly important as a method for building a long standing relationship with the consumer. The aim of this research study is to discover if celebrity endorsement makes an impact within public relations campaigns - why it is selected as a public relations tactic and how companies select celebrities to go with particular campaigns. The study also aims to discover how celebrity endorsement affects the consumer.

A qualitative research design was chosen as there …

A Study Of The Pr & Marketing Tactics Used In The Gaming Industry., David Hurley

Theses

The gaming industry in Ireland has changed greatly in the last 20 years. The way in which we communicate has also changed greatly in this time due to technological advancements. This advanced technology has greatly changed the way in which the gaming industry works, as there has been a massive increase in popularity in recent years thanks to the advent of online gaming.

This study aims to examine and gain an understanding of the public relations and marketing tactics being promoted by both game developers and the organisations that supply them. It also assesses the overall impact the gaming industry …

The Marketing Of Toys To Children In Ireland: The Parents' Perspective, Derarca O'Shea

Theses

Children, as a target audience are increasingly attractive to marketers for many reasons. Firstly, children represent an important demographic to marketers, they have their own purchasing power; they influence their parents buying decisions and are the adult consumer of the future (McNeal, 1999). Secondly, the children’s market is ever expanding and marketers see opportunities to reap the rewards by targeting their products at children in an effort to increase sales. Thirdly, children between the ages of 2-11 see more than 25,000 advertisements a year on television alone and until the age of eight years, children do not understand advertisements’ persuasive …

The Diffusion Of Microgeneration Technologies.: Assessing The Influence Of Perceived Product Characteristics On Home Owners’ Willingness To Pay, Marius Claudy, Claus Michelsen, Aidan O'Driscoll

Articles

This study presents empirical insight into willingness to pay (WTP) for microgeneration technologies and the relative influence of subjective consumer perceptions. First, we apply a double-bounded-contingent valuation method to elicit Irish home owners’ willingness to pay for micro wind turbines, wood pellet boilers, solar panels and solar water heaters. Utilizing findings from the adoption of innovation literature, in a second step, we assess the influence of different antecedents on WTP for each of the four technologies, including (1) home owners’ perception of product characteristics, (2) normative influences, and (3) socio demographic characteristics. Our results show that WTP varies significantly between …

[Introduction To] Propaganda State In Crisis: Soviet Ideology, Indoctrination, And Terror Under Stalin, 1927-1941, David Brandenberger

Bookshelf

The USSR is often regarded as the world's first propaganda state. Particularly under Stalin, politically charged rhetoric and imagery dominated the press, schools, and cultural forums from literature and cinema to the fine arts. Yet party propagandists were repeatedly frustrated in their efforts to promote a coherent sense of "Soviet" identity during the interwar years. This book investigates this failure to mobilize society along communist lines by probing the secrets of the party's ideological establishment and indoctrinational system. An exposé of systemic failure within Stalin's ideological establishment, Propaganda State in Crisis ultimately rewrites the history of Soviet indoctrination and mass …

Mobile Application Adoption By Young Adults: A Social Network Perspective, David G. Taylor, Troy A. Voelker, Iryna Pentina

WCBT Faculty Publications

The use of mobile applications, defined as small programs that run on a mobile device and perform tasks ranging from banking to gaming and web browsing, is exploding. Within the past two years, the industry has grown from essentially nothing to a $2 billion marketplace, but adoption rates are still on the rise. Using network theory, this study examines how the adoption of mobile apps among young consumers is influenced by others in their social network. The results suggest that the likelihood of adoption and usage of mobile apps increases with their use by the consumer's strongest relationship partner. In …

Building Buzz Without Big Bucks, Laura Hibbler, Robert Scheier, Michael Zeller

Staff publications

Guerrilla marketing is a means of advertising that relies more on unconventional methods and less on big budgets. The goal is typically to do something that gets the targeted market or demographic talking so that word of mouth does most of the advertising legwork. Guerilla marketing was the technique employed to promote the 2010 Information Faire and Festival, or IF², a new event sponsored by the Libraries of the College of the Holy Cross which invited students to learn in fun and engaging ways about the many library services and resources available. The Information Faire and Festival was …

How New Ftc Guidelines On Endorsement And Testimonials Will Affect Traditional And New Media, Jason Goldstein

Cardozo Arts & Entertainment Law Journal

No abstract provided.

Correlates Of Poverty: Evidence From The Community-Based Monitoring System (Cbms) Data, Rechel G. Arcilla, Frumencio F. Co, Shirlee R. Ocampo

DLSU Business & Economics Review

This study identified correlates of poverty for Pasay City and Mogpog, Marinduque representing an urban and a rural area in the Philippines, respectively, by utilizing the 2005 census data from its Community-Based Monitoring System. Regression models with the arcsine of the square root of barangay level poverty incidence as dependent variable were investigated which allowed the identification of the correlates of poverty at the barangay level. Results showed that the significant correlates of barangay poverty incidence were average household size, proportion of households whose housing units/lot are not owned and proportion of households who own telephone/cellphone. Furthermore, lower poverty incidences …

Social Media Marketing: Facebook And The Effect Of Coupons On Customer Loyalty Among College Students, Ciara Pearce

Honors Program Theses

Research for this honors thesis involved social media marketing (SMM), which is the utilization of social media channels to engage with online communities by building and maintaining mutually beneficial relationships. SMM exists as a subset of the field of integrated marketing communications (IMC). The primary goal of IMC is to synchronize marketing communications from all platforms to create a consistent and strong message. The inclusion of social media marketing in corporate IMC plans is occurring more and more often, as participation in social media sites continues to rise. According to a study by the Pew Internet & American Life Project, …

The Effect Of Word-Of-Mouth On The Purchase Of Genuine And Counterfelt Luxury Brands : The Roles Of Attitude Functions, Wei Wang

Lingnan Theses

This research aims to investigate the effect of word-of-mouth (WOM) on the purchase of genuine and counterfeit luxury brands with a focus on the roles of attitude functions, product type, valence of WOM, and brand popularity. It consists of two experimental studies. Study 1 examines the effect of WOM on the purchase of luxury brands and attempts to investigate the mediating role of attitude functions in the relationship between WOM and purchase intentions for luxury brands, with regard to different product types and valence of WOM. Study 2 compares the effects of WOM communications with traditional advertising on the purchase …

The Internationalization Of Emerging Market Multinationals : Effects Of Host And Home Country Institutional Facotrs, Yuanyuan Zhang

Lingnan Theses

As we all know, economic globalization and internationalization have sparked off countless studies and arguments in the past years. Some of the conventional theories about the internationalization of firms, however, are repeatedly challenged when they are applied to the less developed countries. The internationalization of firms from less developed countries has been a topic of growing interest in the international business and economics literature. In our study, we consider the influence of institutions from both the host and home country on entry modes of Chinese firms expanding overseas. Based on a sample of 314 China’s MNCs, the results support our …

The Role Of Income And Employment On School Participation Rate In Pasay City And Eastern Samarthe Role Of Income And Employment On School Participation Rate In Pasay City And Eastern Samar¹, Tereso S. Tullao Jr, John Paolo R. Rivera

DLSU Business & Economics Review

The Philippines committed itself to the United Nations’ Millennium Development Goals (MDG), one of which is the universal access to primary education by 2015. To address the goal, supply factors and demand factors must be considered. Supply factors refer to the ability of the government to provide resources to finance elementary education. Demand factors refer to the variables affecting household’s decision to demand educational services such as income, education cost, and demographic characteristics of the households: age structure and family characteristics. This study explored the extent to which household income and household head employment status influence elementary school participation rate …

Effective Customer Relationship Management Of Health Care: A Study Of Hospitals In Thailand, Howard W. Combs, B. Laohasirichaikul, S. Chaipoopirutana

Faculty Publications

This article investigates the effects and the relative importance of the four perceived service quality dimensions on corporate image, customer satisfaction, and customer loyalty. To obtain results, factor analysis and multiple regression techniques are applied to data collected from 500 Thai outpatients of the five largest private hospitals in Bangkok. The findings indicate that the four dimensions significantly affect corporate image, customer satisfaction, and customer loyalty. More specifically, the doctor concern dimension is the most important factor affecting customer satisfaction and customer loyalty. The tangibles dimension is the most important factor affecting corporate image.

Creating Online Brand Value Through Online Discussion Site, David Czerwinski, M Merz, U Herbst

Faculty Publications

This paper discusses the implications of the new evolving Service-Dominant (S-D) logic in marketing on brand value creation. Furthermore, it introduces the concept of online brand value and examines whether online discussion sites constitute a means for firms to co-create, together with a firm's customers, online brand value. Moreover, a conceptual framework of online discussion sites is proposed. Finally, the results of an exploratory empirical analysis of two discussion sites are presented. The findings provide initial support for the hypothesis that online discussion sites can be used to create online brand value. Moreover, the findings suggest that firm-generated discussion sites …

Adaptive Appointment Systems With Patient Preferences, Wen-Ya Wang, D. Gupta

Faculty Publications

Patients' satisfaction with an appointment system when they attempt to book a nonurgent appointment is affected by their ability to book with a doctor of choice and to book an appointment at a convenient time of day. For medical conditions requiring urgent attention, patients want quick access to a familiar physician. For such instances, it is important for clinics to have open slots that allow same-day (urgent) access. A major challenge when designing outpatient appointment systems is the difficulty of matching randomly arriving patients' booking requests with physicians' available slots in a manner that maximizes patients' satisfaction as well as …