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Articles 31 - 57 of 57
Full-Text Articles in Business
Effects Of Para-Social Presence On The Consumer Decision Journey, Ayda Tahmasbi
Effects Of Para-Social Presence On The Consumer Decision Journey, Ayda Tahmasbi
Communication Studies
Para-social presence is investigated in this research study to determine its effects on the consumer decision journey. Attachment styles are also taken into consideration as a possible influence on establishing para-social presence. This study specifically looks at an internet personality’s social media platforms, Twitter, Instagram, and YouTube, and her social media marketing efforts for the release of her new book, Almost Adulting. This study found statistically significant relationships between increasing level of para-social presence across Twitter, Instagram, and YouTube. Further, the study found that para-social presence has a positive correlation with consumers’ initial consideration, purchase decision, and post-purchase experience. Finally, …
A Theoretical Application Of Metaphor Research To The Film Industry, Michael J. Stanton
A Theoretical Application Of Metaphor Research To The Film Industry, Michael J. Stanton
Undergraduate Honors Theses
This paper explores the value of using metaphor based marketing research methods (most notably Zaltman Metaphor Elicitation Technique) in the development and green-lighting processes of filmmaking. A review of literature reveals that even large blockbuster films lack any marketing research employed in the developmental stage. Audiences are extremely difficult to analyze when considering something as abstract and subjective as what makes a “good” film. Metaphor based marketing research methods (e.g. ZMET) offer a solution by examining the minds of consumers through language markers called metaphors. Using a metaphor based marketing technique early in a film’s development process may help to …
Comparative Content Analysis Regarding Brand Management Through Influencer Marketing, Julia Hurt
Comparative Content Analysis Regarding Brand Management Through Influencer Marketing, Julia Hurt
Masters Essays
The divide between advertising, marketing, and public relations has deteriorated over time, where each has a specific focus but no longer a particular correct way of reaching audiences. With the ever-growing presence of online social influencers, a new marketing practice known as influencer marketing has evolved, where brands connect with consumers in an authentic and meaningful way. Influencer marketing is a form of marketing that identifies and targets individuals through the influence of bloggers and their active voice. Research indicates how influence plays a role through social media to reach consumers. However, there is a gap in research when it …
Growing Food Equity: A Participant Observation Exploring The Role Of Communication In A Nonprofit Organization’S Work To Improve Food Access In Urban Areas, Samantha Jane Kaufman
Growing Food Equity: A Participant Observation Exploring The Role Of Communication In A Nonprofit Organization’S Work To Improve Food Access In Urban Areas, Samantha Jane Kaufman
Theses and Dissertations
This thesis explores the concept of food equity and a nonprofit organization in Milwaukee, Victory Garden Initiative, that is working towards food equity by increasing food access in the city. The work explores issues of inadequate food access, urban development, and other nonprofit organizations working towards food equity. Through participant observation and interviews with VGI, the researcher found that a small nonprofit organization like Victory Garden Initiative is still bound by time, financial, and staffing constraints. In order for nonprofit organizations to market and run effective programming, they need to be efficient with limited resources, take advantage of any research …
Cell Phone Ethnography: Mixed Methods And The Brand Consumer Relationship, Robert Nathaniel Dove
Cell Phone Ethnography: Mixed Methods And The Brand Consumer Relationship, Robert Nathaniel Dove
Masters Theses
Overall, the goal of this study is to identify and differentiate the various motivations and cultural influences that can be used to explain consumer behavior. In doing so, this study hopes to facilitate the development of new and innovative marketing strategies, providing a new research design for the ethnographer’s toolkit. More importantly, this model can give shape to new constructs and new variables for further empirical testing in the field through quantitative and qualitative methods. By blending the two approaches, using qualitative interpretive anthropological analysis by field study with quantitative sentiment analysis adapted from market researcher Jeffery Breen’s (2012) methodology, …
Entrepreneurial Marketing: A Historical Exploration And Implications For Practice, Sofia Victoria Ramos
Entrepreneurial Marketing: A Historical Exploration And Implications For Practice, Sofia Victoria Ramos
Selected Honors Theses
In an increasingly turbulent market, marketers are having difficulty predicting consumer demands, and academics are finding that traditional marketing theory is no longer highly effective in making educated marketing decisions. With the growth of Entrepreneurial Marketing (EM) research over the past several decades, researchers have found these practices to be effective not only for SME’s but also for larger firms. Because of this, researchers are offering Entrepreneurial Marketing theory as a solution for all firms seeking a competitive advantage in a volatile market. Entrepreneurial Marketing, which is the innovative, opportunity seeking approach most entrepreneurs and small and medium enterprises (SMEs) …
Connecting The Dots: How Iot Is Going To Revolutionize The Digital Marketing Landscape For Millennials, Chloe E. Spilotro
Connecting The Dots: How Iot Is Going To Revolutionize The Digital Marketing Landscape For Millennials, Chloe E. Spilotro
Undergraduate Honors Theses
The growing phenomenon of the Internet of Things (IoT), which is that any item capable of being connected to the Internet will be, presents an unprecedented opportunity for businesses. Using an extensive literature review, the current research examines the significant shift in marketing strategies that need to take place to target the millennial generation of as they adopt IoT. Most research defines the Millennial generation as those born from the early 1980s to the early 2000s. As individuals in this generation grow older, there are two behavioral implications: 1) their acceptance of technology suggests they will be quick to adopt …
Consumer Assessment Of New Creative Products Across China And The United States, Eva Teruzzi
Consumer Assessment Of New Creative Products Across China And The United States, Eva Teruzzi
Creative Studies Graduate Student Master's Theses
This cross-cultural research investigates how consumers assess creativity in new products and if their assessment impacts desire to own. Implicit and explicit scale-based measures were tested in China and the U.S. in online consumer samples and were positively correlated. Novelty, affect and importance dimensions of creative products were tested through Horn and Salvendy’s (2006, 2009) Product Creativity Measurement (PCM) scale. Findings point to a different role of novelty in determining desirability of creative new products across-cultures.In fact, novelty and affect are key to explain desire to own in China, while affect and importance are the drivers in the U.S. Affect, …
A Social Marketing Plan For The Arkansas Miracle League, Abby Stuart
A Social Marketing Plan For The Arkansas Miracle League, Abby Stuart
Graduate Theses and Dissertations
Miracle League is a baseball league specially designed to allow disabled children, teens, and adults have the same opportunity to play baseball as able-bodied individuals on a field specifically designed to accommodate all disabilities. This thesis offers the Miracle League of Arkansas a specified Social marketing plan. In order to assist Miracle League in the acquisition of new players, volunteers, and donors, research was compiled and conducted to implement a successful Social marketing plan for the spring 2016 Miracle League season. This Social marketing plan gives Miracle League recommendations on how to appeal to parents of potential Miracle League players, …
A Close Reading Analysis Of Bud Light's Pacman Super Bowl Commercial, Sally Hurst
A Close Reading Analysis Of Bud Light's Pacman Super Bowl Commercial, Sally Hurst
Communication Studies
This paper offers a close reading analysis of Bud Light's PacMan Super Bowl commercial to uncover what rhetorical strategies are employed to appeal to the millennial generation. It discusses three main strategies: creating a "real" experience, nostalgia marketing, and emphasis on the "experience."
Beneath The Kiss: Unearthing The Ideological Underpinnings Of Kay Jewelers Advertisements, Chelsea Nedlyn Hill
Beneath The Kiss: Unearthing The Ideological Underpinnings Of Kay Jewelers Advertisements, Chelsea Nedlyn Hill
Open Access Theses & Dissertations
ABSTRACT
Advertising is a frequently used influential and persuasive means of communication, such as Kay Jewelers, a corporation whose advertising methods have been superficially appealing to a female audience. However, this study sought to investigate the ideological underpinnings associated with Kay Jewelers advertisements, employing an ideological criticism to argue through feminist theory that Kay Jewelers utilizes key elements of heteronormative love as a means to persuade and influence men to purchase their jewelry products. Through this underpinning of heteronormative romance, Kay Jewelers emphasizes the notion that an artifact, like a piece of jewelry, is necessary in order to properly express …
Social Media Marketing For The Medical Industry: Best Practices To Avoid Legal And Ethical Issues, Jessica Padilla
Social Media Marketing For The Medical Industry: Best Practices To Avoid Legal And Ethical Issues, Jessica Padilla
Journalism
This study analyzes the best social media practices for medical industry professionals and the proper and ideal uses for social media. It analyzes the public relations functions of social media—relationship building, reputation management, and crisis communication. With the constant rise of social media as a widely-used medium for marketing comes increased potential for damage to a medical business’ reputation, loss of medical licensing, or lawsuits if practitioners do not act within the lines of legal and ethical standards. Medical offices must have an online presence to remain relevant and build and keep relationships with new and current patients. This study …
Consumer Perceptions Of A Brand's Social Media Marketing, Taylor Michelle Smith
Consumer Perceptions Of A Brand's Social Media Marketing, Taylor Michelle Smith
Masters Theses
This project seeks to inform corporate marketing efforts, as well as add to the growing body of literature on social media marketing. The purpose of this project is to assess consumer perceptions of a brand’s social media marketing. Participants were obtained from the PetSafe® brand Facebook fan page, and a total of 195 respondents completed all measures and were included in the study. The results show that brands must be actively engaging their consumers via social media in order to compete in a competitive marketplace. Engagement can be promoted through entertaining and interactive posts, useful and relevant content, word of …
Drenched Fitness: Marketing Toward Men, Erin Sydni Abzug
Drenched Fitness: Marketing Toward Men, Erin Sydni Abzug
Communication Studies
No abstract provided.
Adoption Of Social Media Marketing Among Professionals, Liana Moran
Adoption Of Social Media Marketing Among Professionals, Liana Moran
Honors College Theses
Social media marketing is the professional use of social media websites such as Facebook for marketing purposes. This thesis project examines the adoption patterns and factors behind the decision to use social media marketing among professionals. The researcher conducted in-depth interviews with business professionals from the real estate rental industry in Statesboro, Georgia, and analyzed the results and implications using thematic analysis. Everett Rogers’ diffusion of innovations theory provides the theoretical framework for the research with social media marketing being the innovation. The participants identified that observability, relative advantage and complexity/simplicity were major factors for adopting social media marketing. The …
An Examination Of The Best Practices Of Experiential Marketing In Selected Popular Beverage Companies, Taylor Matthews
An Examination Of The Best Practices Of Experiential Marketing In Selected Popular Beverage Companies, Taylor Matthews
Recreation, Parks, and Tourism Administration
In recent years, marketing efforts have shifted from traditional marketing strategies toward experiential marketing in order to ensure that consumers become emotionally attached to a brand. Experiential marketing strategies help companies create relationships with consumers and engage them through unique and memorable experiences. The purpose of this study was to examine the use of experiential marketing in three popular beverage companies. The research for this study was conducted using a best practices matrix created by the researcher, which examined experiential marketing strategies for selected popular beverage companies in the soft drink industry. The results of this study indicate that each …
Money, Morals, And Human Rights: Commercial Influences In The Marketing, Branding, And Fundraising Of Amnesty International And Human Rights Watch, Danielle Morgan
Money, Morals, And Human Rights: Commercial Influences In The Marketing, Branding, And Fundraising Of Amnesty International And Human Rights Watch, Danielle Morgan
Electronic Thesis and Dissertation Repository
This thesis explores the marketing, branding, and fundraising activities of Amnesty International and Human Rights Watch and critically examines promotional texts used to communicate with the public. This thesis is multidisciplinary, combining scholarly work on the topics of history, humanitarianism, marketing, branding, commercialization, representation, and consumer culture. By adopting market logic and corporate strategies from the private sector, both organizations have increased revenue and created a strong identifiable brand. Each organization attempts to balance between the moral foundation or grassroots origins of the organization and the need to raise immediate revenue to sustain operations. This money-morals dilemma is also at …
Social Media Strategy For The Hank Greenspun School Of Journalism And Media Studies, Irene Williams
Social Media Strategy For The Hank Greenspun School Of Journalism And Media Studies, Irene Williams
UNLV Theses, Dissertations, Professional Papers, and Capstones
Within the past 10 years, communication online has evolved tremendously toward social media. This rapid change has been difficult for higher education institutions (HEI) to adapt to, leaving this important area underexplored. This strategic social media plan was developed to improve internal and external communication for the Hank Greenspun School of Journalism and Media Studies (JMS). By initiating social media platforms, relationships are cultivated with present and future students on Facebook and Twitter. This strategic social media plan develops and maintains Facebook and Twitter pages for JMS and interprets social media site visitation data. These data provide information on users, …
The Best Social Media Practices For An Individual Franchisee In The Restaurant Industry, Stephanie Francesca Ronca
The Best Social Media Practices For An Individual Franchisee In The Restaurant Industry, Stephanie Francesca Ronca
Journalism
No abstract provided.
The Role Of Consumer Gender Identity And Brand Concept Consistency In Evaluating Cross-Gender Brand Extensions, Laura Rose Frieden
The Role Of Consumer Gender Identity And Brand Concept Consistency In Evaluating Cross-Gender Brand Extensions, Laura Rose Frieden
USF Tampa Graduate Theses and Dissertations
Cross-gender brand extensions are a developing and valuable strategy that has quickly grown to become a vital component of strategic communications management. The goal of this study is to gain a greater insight on what makes for a successful cross-gender brand extension. In order to expand upon the Basic Model of Brand Extension Evaluation (Doust & Esfahlan, 2012), this study examines how marketing factors, more specifically product positioning, combined with consumer gender roles and brand concept, affect how consumers evaluate cross-gender brand extensions. In the past gender and brand concept have been studied within cross-gender brand extension research. Yet, the …
Ironic Advertising: Theory, Evidence And Practice, Ekin Pehlivan Yalcin
Ironic Advertising: Theory, Evidence And Practice, Ekin Pehlivan Yalcin
2012
Irony is one mechanism that advertisers use to attract consumer attention. Although ironic advertising (IA) is utilized in the mass media, it has received surprisingly little conceptual or empirical attention from marketing scholars. Perhaps one reason for this is that in marketing irony has been viewed primarily from a postmodern perspective. This is in marked contrast to psycholinguists where the phenomenon is approached from a more ecumenical, realist point of view. This dissertation is based on the premise that a realist approach to ironic advertising would produce insights for both marketing theory and practice.
This dissertation comprises of three papers …
Diy Pr: How Independent Music Artists Use Online Social Networks For Public Relations Purposes, Martina Lawless
Diy Pr: How Independent Music Artists Use Online Social Networks For Public Relations Purposes, Martina Lawless
Theses
Significance of the study: Independent musicians are a huge part of the Irish music industry and yet they are the part that do not have the backing of a record label. This means independent musicians need to look at cheap or even free ways to promote themselves to existing fans and potential new fans. With the emergence of social networks musicians both signed and independent have the tools necessary to engage in a new form DIY PR. The purpose of this study is to look at the different ways that social networks have helped musicians in recent years, but also …
International Career Conference 2011, Candice Ryann Powell
International Career Conference 2011, Candice Ryann Powell
Communication Studies
As marketing coordinator for the International Career Conference (ICC) 2011 I describe the steps I took to advertise for the event. This event had 10 workshops, 17 companies, and over 200 attendees.
Consumer Responses In Sales To Multiple Media Advertising Exposures : The Impact Of Synergy Based On A Study Of Project Apollo Single Source Data, Leslie Wood
Legacy Theses & Dissertations (2009 - 2024)
The primary focus of this dissertation is to answer the question: how does exposure to advertising affect purchasing behavior, and in particular, how does synergy resulting from exposure to advertising in multiple media influence purchasing behavior? This is a critical piece of information in the business decision process of media planning. It determines which media to include in a media plan and how to allocate a limited budget across media in order to optimize the return on investment from advertising. This question has been studied in many ways since it has been a central question for the advertising industry for …
A Social Relational Model For Firm-Hosted Virtual Communities: The Role Of Firm Support, Tung Duy Cu
A Social Relational Model For Firm-Hosted Virtual Communities: The Role Of Firm Support, Tung Duy Cu
Theses and Dissertations in Business Administration
Since the ease of participation and the usefulness of information provided by online groups continue to proliferate in the World Wide Web, people increasingly participate in different forms of virtual community (i.e. online forums, bulletin boards, message boards, chat rooms) for their purposes, such as solving problems, building social relationships, sharing passions, developing professionals.
Accordingly, an increasing number of companies are now attempting to exploit this phenomenon by hosting and supporting their own online community for commercial and non-commercial purposes, such as building relationships with their customers, getting their feedback, strengthening the brand, and reducing customer service costs by enabling …
A Web Design Shop For Local Business Owners, Mary Colleen Rice
A Web Design Shop For Local Business Owners, Mary Colleen Rice
Theses Digitization Project
This project explores the question of why local business owners are not taking advantage of the benefits the Web has to offer. It presents information that small business owners could use to develop websites for their businesses. It also examines what it would take to start a web design business targeted at local merchants.
The Effects Of Subliminal Messages In Print Advertisements, Jamie Lynne Wilfong
The Effects Of Subliminal Messages In Print Advertisements, Jamie Lynne Wilfong
Undergraduate Honors Thesis Collection
One very controversial topic within advertising is subliminal advertising. There are many studies about the subject of subliminal messages and their effects (Trappey, 1996). This type of advertising uses subliminal stimuli, messages presented so fast or so softly or so masked by other messages that one is not aware of "seeing" or "hearing" them (Hawkins, Best, Coney, 1995). When marketers put subliminal messages in advertising, they create subliminal advertising. Subliminal advertising, therefore, involves the use of words, pictures, and shapes that are purposely inserted into advertising materials so that the viewers of the material perceive the imagery at a subconscious …