Open Access. Powered by Scholars. Published by Universities.®
- Keyword
-
- Advertising (1)
- COVID-19 (1)
- Cultural trauma (1)
- Customer experience (1)
- Direct-to-consumer (DTC) (1)
-
- Experimental design (1)
- Genetic testing (GT) (1)
- Hospitality (1)
- Marketing and public policy (1)
- Marketing ethics (1)
- Medical marketing ethics (1)
- Policy process (1)
- Prosocial messaging (1)
- Public policy and regulation (1)
- Relevancy (1)
- Research contributions (1)
- Service performance (1)
- Service strategy (1)
- Social identity theory (1)
- Social impact theory (1)
- Social media (1)
Articles 1 - 4 of 4
Full-Text Articles in Business
What Exactly Is Marketing And Public Policy? Insights For Jppm Researchers, J. Craig Andrews, Scot Burton, Gregory T. Gundlach, Ronald Paul Hill, Jeremy Kees, Richard G. Netemeyer, Kristen L. Walker
What Exactly Is Marketing And Public Policy? Insights For Jppm Researchers, J. Craig Andrews, Scot Burton, Gregory T. Gundlach, Ronald Paul Hill, Jeremy Kees, Richard G. Netemeyer, Kristen L. Walker
Marketing Faculty Research and Publications
In this article for the 40th Anniversary of the Journal of Public Policy & Marketing (JPPM), the authors first share what is meant by “policy,” “public policy,” and “marketing and public policy” for researchers in our field. The authors then offer examples of JPPM research informing policy across different stages of the policy-making process: problem identification, agenda setting, policy formulation, budgeting, implementation, and evaluation. They also discuss important sources of public policy (e.g., federal, state, and international agencies; self-regulation; the courts; nonprofits; society; industry standards; company policies; personal ethics) and their role in the marketing and public policy …
Influence Of Social Media Posts On Service Performance, Carol L. Esmark Jones, Stacie F. Waites, Jennifer Stevens
Influence Of Social Media Posts On Service Performance, Carol L. Esmark Jones, Stacie F. Waites, Jennifer Stevens
Marketing Faculty Research and Publications
Purpose
Much research regarding social media posts and relevancy has resulted in mixed findings. Furthermore, the mediating role of relevancy has not previously been examined. This paper aims to examine the correlating relationship between types of posts made by hotels and the resulting occupancy rates. Then, the mediating role of relevancy is examined and ways that posts can increase/decrease relevancy of the post to potential hotel users.
Design/methodology/approach
Within the context of the hotel industry, three studies were conducted – one including hotel occupancy data from a corporate chain – to examine the impact of social media posts on relevancy …
Direct-To-Consumer Genetic Testing And Its Marketing: Emergent Ethical And Public Policy Implications, Alexander Nill, Gene R. Laczniak
Direct-To-Consumer Genetic Testing And Its Marketing: Emergent Ethical And Public Policy Implications, Alexander Nill, Gene R. Laczniak
Marketing Faculty Research and Publications
This paper provides a marketing ethics analysis that addresses the practice of selling genetic tests (GT) directly to the consumer (DTC). It details the complexity of this emergent sector by articulating the panoply of evolving ethical/social questions raised by this development. It advances the conversation about DTC genetic testing by reviewing the business and healthcare literature concerning this topic and by laying out the inherent ethical complications for consumers, marketers, and regulators. It also points to several possible public and company policy adjustments. Because this area is relatively new and incredibly dynamic, its current discussion is necessarily an exercise in …
Prosocial Messaging During The Covid-19 Pandemic: A Longitudinal Examination Of Email Advertisements, Ashley Deutsch Cermin, Ashton Mouton
Prosocial Messaging During The Covid-19 Pandemic: A Longitudinal Examination Of Email Advertisements, Ashley Deutsch Cermin, Ashton Mouton
Marketing Faculty Research and Publications
Purpose
This study aims to evaluate how brands communicate with consumers through the COVID-19 pandemic and how messaging has shifted over time. The authors identify a typology drawn from extant literature and use it to understand how brands shape consumers’ behavior.
Design/methodology/approach
Through a mix of interpretive and thematic analysis, the authors examine 858 US email advertisements and how these messages have evolved throughout the pandemic.
Findings
The authors findings demonstrate brand communication ranges from prosocial to brand messaging and brands employed different strategies at different phases of the pandemic. Specifically, while brands started out emphasizing socially desirable behavior before …