Business Commons^™

How Does Choosing Fitness Labeled Food Affect Consumer’S Intention To Forgo Exercise, Mei Han

Theses and Dissertations

As one of the most widely used marketing techniques, the role and effects of food labels have received significant attention from researchers. Different labels have very different influences and implications. This dissertation focuses on a unique persuasive language label: fitness label. This dissertation starts with a discussion on self-regulation mechanisms and research on goals, and their implications on how choosing fitness labeled food affects subsequent intention to forgo exercise.

This dissertation finds that the existence of response conflict in food choice, as well as the magnitude of the response conflict affect consumer’s reaction mechanisms, which in turn affect consumer’s exercise …

How Youtube Health Vloggers Influence Viewer Compliance: The Interplay Between Vlogger Characteristics, Parasocial Interaction, And Viewer Characteristics, Md Nazmus Sakib

Theses and Dissertations

Drawing on the notion of parasocial interaction (PSI) theory (Horton and Wohl, 1956), this dissertation provides a framework to demonstrate how YouTube health vloggers can influence viewer compliance intention toward a prescribed health behavior (i.e., weight-loss diet to lose weight). Initially, drawing on the discounting principles of attribution theory (Kelly, 1973), physical attractiveness stereotype (Eagly et al., 1991), and the black sheep effect (Marques and Yzerbyt, 1988), the interaction effects of three vlogger characteristics on viewer PSI experience were conceptualized and examined (Study 1). Then by using a scenario-based experiment, viewer PSI experience with the vlogger was manipulated (high vs. …

Memes And Copyright: Article 13, Branding, And Digital Remix Culture, Yasemin Beykont

Theses and Dissertations

This study investigates the impact of the EU digital copyright directive, Article 13, on memes and internet culture. Due to their transformative nature, it is tricky to fit memes into a traditional copyright framework. Article 13’s filter algorithms will be coded to detect posts that make use of intellectual property, thereby complicating the use of copyrighted images drawn from film and television. This study includes a discourse analysis of news coverage of Article 13 to explore how various groups characterized the value of meme culture and the threats posed by the new directive. It also includes a textual analysis of …

Exploring Customers' Reactions To Enforcement Of Fine Print, Sudipto Sarkar

Theses and Dissertations

The goal of this dissertation is to investigate the effects of enforcement and/or unenforcement of “Fine Print” on consumers’ reactions. “Fine Print” is defined as both the explicit and implicit conditions under which the product/service contract waives firm responsibility and accountability toward unsuccessful product/service experience, and outcome or lack of customer satisfaction with the same. Study 1 examined the interaction effects between “Fine Print” and “Company Size” on trust, satisfaction, repurchase intention, switching intentions, and word-of-mouth in a retailer context. The results revealed significant interaction effects between “Fine Print” and “Company Size” for satisfaction and repurchase intention, where satisfaction and …

The Effects Of Online Incentivized Reviews On Organic Review Ratings, Yoonsun Jeong

Theses and Dissertations

As online reviews become a major factor in the consumer decision-making process, firms have started seeking ways to create and leverage reviews to help achieve their marketing objectives. One productive strategy to generate reviews is to incentivize or reward customers to write reviews. While such a strategy certainly augments the number of reviews, it naturally raises questions of how unbiased such reviews are, and how such a "bias," if it exists, affects potential customers. Complicating the issue further, such incentives can be provided by either the vendor or the platform, which may affect the nature of "bias."

To understand the …

Production Of Native Advertising In The New Media Economy, Siddhant Dwivedee

Theses and Dissertations

The need to study the production of advertising content from an academic standpoint, particularly advertising content that mimics or is embedded in other editorial content, in some form or the other, is greater than ever. Emerging marketing techniques such as native advertising, content marketing, and sponsored content have disrupted traditional media eco-systems and created a new media economy. While traditional advertising research is skewed in the favor of the consumer experience, researching the production and the lived experiences of journalists involved in the production of native advertising can yield promising results.

This project discusses native ethnographic fieldwork that has been …

"Thanks For The Free Products! #Ad": The Effects Of The Number Of Followers And Sponsorship Disclosures On The Credibility Of Instagram Influencers, Allison Renee Cox

Theses and Dissertations

Instagram influencers regularly promote products for brands. Some influencers follow Federal Trade Commission rules on advertising disclosures, such as putting "ad" or "sponsored" in a visible line of text, whereas others do not. Disclosures alert users that they are viewing an ad. Many social media users view influencers as authentic, trusted information sources, so it is important they are aware when viewing paid ads. How disclosures affect source credibility remains unclear. This study used 2 x 2 factorial design to evaluate the roles of two possible credibility enhancing factors: number of followers and advertising disclosures. Instagram users (N = …