Business Commons^™

What’S In It For Me? Consumer Perceived Value Of Marketing Activities As A Driver Of Consumer Brand Engagement On Social Network Sites., Mary Jane Gardner

Doctor of Business Administration Dissertations

Social network sites are transforming the way companies, both big and small, communicate and market to consumers. Many businesses recognize the need for incorporating a social networking strategy as part of their overall marketing efforts. This strategy involves the use of social network sites as a means of promoting and communicating about a focal brand to consumers, attracting and building relationships with consumers, and increasing sales. However, an effective social network strategy is much more complex than simply having a Facebook page to which companies occasionally post. The effectiveness of marketing on social network sites depends at least in part …

Redefining The Sales Call, Judi Billups

Doctor of Business Administration Dissertations

The sales process is undergoing a revolution as a result of social media and related technological advancements. Although each step of the sales process is being affected, the most drastically altered step is likely the sales call. The purpose of this research is to examine the impact the type of sales call used by sellers has on both the buyer’s evaluation of the salesperson and the seller’s attribution of sale call success or failure. The study consists of two essays. The first focuses on the buyer’s evaluation of the salesperson based on the frequency and alignment of their use of …

Conceptualizing And Measuring Design Of Retail Environments, Julie C. Steen

Doctor of Business Administration Dissertations

Managing the retail environment is critical for retailers since the retail environment affects consumer’s behavior within a store. To investigate retail environments, researchers often group the environment into three dimensions—an ambient, a social and a design dimension. While the ambient dimension is frequently investigated and research on the social dimension is gaining momentum, the design dimension has received comparably little attention. There is not a common definition of design in the literature. The lack of common definition has led to many different scales for design being offered in the literature, generating conflicting and incomparable empirical results.

This dissertation addresses these …