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Articles 1 - 30 of 52
Full-Text Articles in Business
Social Media Influencer Perceived Source Credibility Scale Validation And Consumer Attitudes Toward The Brand: An Exploratory Study In Urban India, James E. Stoddard, Lubna Nafees, Christy M. Cook
Social Media Influencer Perceived Source Credibility Scale Validation And Consumer Attitudes Toward The Brand: An Exploratory Study In Urban India, James E. Stoddard, Lubna Nafees, Christy M. Cook
Association of Marketing Theory and Practice Proceedings 2023
This study explores the relationship between social media influencers (SMIs) perceived source credibility and the formation of brand attitudes of their followers from an urban Indian sample. SMIs have become a channel in shaping consumers’ brand perceptions for products and services across multiple industries worldwide. Using survey data from India, this research delves into the dimensions of SMI perceived source credibility and attitudes towards the brand. A confirmatory factor analysis (CFA) validated the concept that SMI perceived source credibility is a second order construct that is comprised of SMI perceived expertise, goodwill and trustworthiness. Also, that partial least squares structural …
Increasing Social Media Equity Of A Brand By Developing Social Media Capabilities And Consumer Promotions, Manisha Mathur
Increasing Social Media Equity Of A Brand By Developing Social Media Capabilities And Consumer Promotions, Manisha Mathur
Association of Marketing Theory and Practice Proceedings 2023
Existing literature identifies the role of customers in promoting a brand on social media and in providing recommendations to others customers based on their own experiences with the brand. The recent focus on using social media has led to most firms becoming effective in using social media to develop customer communities, becoming content providers unlike traditional advertisers, and focusing on conversing with consumers rather than directing marketing messages at them (Barwise and Meehan, 2010). In this research, we conceptualize social media equity as comprising of a brand’s associations with customers on social media, quality perceptions of the retailer brand on …
An Ethical Discussion About The Responsibility For Protection Of Minors In The Digital Environment: A State-Of-The-Art Review, Charles Alves De Castro, Aiden Carthy, Isobel Oreilly Dr
An Ethical Discussion About The Responsibility For Protection Of Minors In The Digital Environment: A State-Of-The-Art Review, Charles Alves De Castro, Aiden Carthy, Isobel Oreilly Dr
Articles
Many ethical questions have been raised regarding the use of social media and the internet, mainly related to the protection of young people in the digital environment. In order to critically address the research question "who is responsible for ethically protecting minors in the digital environment?", this paper will review the main literature available to understand the role of parents, the government, and companies in protecting young people within the digital environment. We employed a holistic process that covers a state-of-the-art review and desk research. The article is divided into four sessions; (1) Government Policies from the European Union (EU) …
An Investigation Of The Personality Traits That Could Identify Vulnerable Young People Who Will Be Susceptible To Undue Influence By Social Media Influencers (Smis) - Edi Research And Practice Showcase 2022 Presentation, Charles Alves De Castro, Isobel O'Reilly, Aiden Carthy
An Investigation Of The Personality Traits That Could Identify Vulnerable Young People Who Will Be Susceptible To Undue Influence By Social Media Influencers (Smis) - Edi Research And Practice Showcase 2022 Presentation, Charles Alves De Castro, Isobel O'Reilly, Aiden Carthy
Other Resources
The annual EDI (Equality, Diversity and Inclusion) Research & Practice showcase is a platform for researchers and practitioners at TU Dublin to present and discuss their work on EDI related issues. Supported by the AIB Research Centre on Inclusive and Equitable Cultures (RINCE), this event aims to provide a forum for exchanging knowledge and experiences of EDI in research and in higher education institutions, to promote interdisciplinarity and to encourage future collaborations.
Disrupting Thinking Conference 2022 - An Ethical Discussion About The Responsibility For Protection Of Minors In The Digital Environment: A State-Of-The-Art Review, Charles Alves De Castro, Isobel O'Reilly, Aiden Carthy
Disrupting Thinking Conference 2022 - An Ethical Discussion About The Responsibility For Protection Of Minors In The Digital Environment: A State-Of-The-Art Review, Charles Alves De Castro, Isobel O'Reilly, Aiden Carthy
Other Resources
Disrupting Thinking organised by the School of Accounting and Finance at TU Dublin. Disrupting Thinking endeavours to offer a forum that encourages innovative and disruptive studies that help us to gain a better understanding of our economy and its new dynamics. We seek to challenge the status quo and bring new insights into existing economic and financial theories and the way that our global economy interacts with our social, cultural, and political systems. We will host an exciting conference on the theme Covid-19 Global Challenges – The Economic and Financial Dimensions. https://arrow.tudublin.ie/dt/#:~:text=Join%20us%20at%20our%20first,economy%20and%20its%20new%20dynamics.
The Evolution Of The Internet And Social Media: A Literature Review, Charles Alves De Castro, Isobel O'Reilly Dr, Aiden Carthy
The Evolution Of The Internet And Social Media: A Literature Review, Charles Alves De Castro, Isobel O'Reilly Dr, Aiden Carthy
Articles
This article reviews and analyses factors impacting the evolution of the internet, the web, and social media channels, charting historic trends and highlight recent technological developments. The review comprised a deep search using electronic journal databases. Articles were chosen according to specific criteria with a group of 34 papers and books selected for complete reading and deep analysis. The 34 elements were analysed and processed using NVIVO 12 Pro, enabling the creation of dimensions and categories, codes and nodes, identifying the most frequent words, cluster analysis of the terms, and creating a word cloud based on each word's frequency. The …
Social Media Influencers (Smis) In Context: A Literature Review, Charles Alves De Castro, Isobel O'Reilly Dr, Aiden Carthy
Social Media Influencers (Smis) In Context: A Literature Review, Charles Alves De Castro, Isobel O'Reilly Dr, Aiden Carthy
Articles
This review focused on three main areas, "Social Media Influencers (SMIs) in Context, The Impact of SMIs on Adolescents, and Consumer Behaviour in a Digital Era – Generation Z in Perspective". This article aims to further the overall understanding of SMIs and outlines the impact of SMIs on adolescents‘ lives. Thus, the main objective of this literature review is to raise awareness within the marketing field about the influence of social media influencers on adolescents and how brands promote their products and content through social media influencers. The review comprised a regular search using electronic journal databases and secondary data …
An Investigation Of The Personality Traits That Could Identify Vulnerable Young People Who Will Be Susceptible To Undue Influence By Social Media Influencers (Smis) - 7th Sim (Società Italiana Marketing) Doctoral & Research Colloquium, Charles Alves De Castro, Isobel O'Reilly Dr, Aiden Carthy
An Investigation Of The Personality Traits That Could Identify Vulnerable Young People Who Will Be Susceptible To Undue Influence By Social Media Influencers (Smis) - 7th Sim (Società Italiana Marketing) Doctoral & Research Colloquium, Charles Alves De Castro, Isobel O'Reilly Dr, Aiden Carthy
Other Resources
Presentation for the 7th SIM Doctoral & Research Colloquium organised by the Società Italiana Marketing (Italian Marketing Society) and University of Salento in Italy. Experts and research colleagues reviewed my presentation and proposal. I received feedback about many aspects of my research regarding research questions, clarity, focus, methodology and other elements. This is important to enhance the quality of my research and makes it relevant to the scientific field.
Xviii Sim Conference Presentation - Social Media Influencers (Smis) In Context: A Literature Review, Charles Alves De Castro Mr, Isobel Oreilly Dr, Aiden Carthy Dr
Xviii Sim Conference Presentation - Social Media Influencers (Smis) In Context: A Literature Review, Charles Alves De Castro Mr, Isobel Oreilly Dr, Aiden Carthy Dr
Other Resources
This review focused on three main areas, “Social Media Influencers (SMIs) in Context, The Impact of SMIs on Adolescents, and Consumer Behaviour in a Digital Era – Generation Z in Perspective.” This article aims to further the overall understanding of SMIs and outlines the impact of SMIs on adolescents’ lives. Thus, the main objective of this literature review is to raise awareness within the marketing field about the influence of social media influencers on adolescents and how brands promote their products and content through social media influencers. The review comprised a deep search using electronic journal databases and secondary data …
Social Media Influencers (Smis) In Context: A Literature Review, Charles Alves De Castro, Isobel O'Reilly, Aiden Carthy
Social Media Influencers (Smis) In Context: A Literature Review, Charles Alves De Castro, Isobel O'Reilly, Aiden Carthy
Conference papers
This review focused on three main areas, “Social Media Influencers (SMIs) in Context, The Impact of SMIs on Adolescents, and Consumer Behaviour in a Digital Era – Generation Z in Perspective.” This article aims to further the overall understanding of SMIs and outlines the impact of SMIs on adolescents’ lives. Thus, the main objective of this literature review is to raise awareness within the marketing field about the influence of social media influencers on adolescents and how brands promote their products and content through social media influencers. The review comprised a deep search using electronic journal databases and secondary data …
Exploring Research Methods Workshop Presentation Tu Dublin - An Investigation Of The Personality Traits That Could Identify Vulnerable Young People Who Will Be Susceptible To Undue Influence By Social Media Influencers (Smis), Charles Alves De Castro, Isobel O'Reilly Dr, Aiden Carthy Dr
Exploring Research Methods Workshop Presentation Tu Dublin - An Investigation Of The Personality Traits That Could Identify Vulnerable Young People Who Will Be Susceptible To Undue Influence By Social Media Influencers (Smis), Charles Alves De Castro, Isobel O'Reilly Dr, Aiden Carthy Dr
Other Resources
This study aims to further the overall understanding of Social Media Influencers (SMIs) and to specifically predict who will be susceptible to influence by them. The main objective of this research relies on to determine whether there is a specific personality profile that predisposes young people to undue influence by social media influencers. Based on previous research published by the journal Frontiers in Psychology titled “The Role of Social Media Influencers in the Lives of Children and Adolescents 1”, a list of potentially harmful content will be compiled. Participants (N=40) in phase one will then be given …
Engaging With Customers On Social Media: Insights From Business-To-Business Companies, Emory Serviss
Engaging With Customers On Social Media: Insights From Business-To-Business Companies, Emory Serviss
Association of Marketing Theory and Practice Proceedings 2021
Social media are an important part of a company’s ability to directly engage with customers. However, the lack of an established definition of engagement creates challenges for scholars and practitioners attempting to assess return on investment derived from social media marketing. In addition, limited scholarly literature exists regarding how B2B customers specifically react to social media. To enhance understanding of how a B2B company’s social media activity affects customer engagement, this manuscript will examine social media utilization and customer response.
The Youtube - Savoring Model: Youtube As A Means Of Increasing Savoring For An Upcoming Consumption Experience, Marc P. Dupont
The Youtube - Savoring Model: Youtube As A Means Of Increasing Savoring For An Upcoming Consumption Experience, Marc P. Dupont
Association of Marketing Theory and Practice Proceedings 2021
YouTube started primarily as a means of entertainment. However, in recent years it has become a platform for both information-seeking and information-giving behaviors. Using the consumption, participation, and production framework for user generated media, YouTube is examined as a platform to influence an individual’s savoring and remembered enjoyment of a consumption experience. This study proposes a model for utilizing YouTube as a means of increasing savoring for an upcoming consumption experience through elaborative processing, minimizing distractions, and encouraging remembered enjoyment.
As (Un)Real As It Gets – Exploring The Persuasiveness Of Advertising Posts By Virtual Influencers, Sphurti Sewak
As (Un)Real As It Gets – Exploring The Persuasiveness Of Advertising Posts By Virtual Influencers, Sphurti Sewak
Association of Marketing Theory and Practice Proceedings 2021
No abstract provided.
When You Meme Business – Exploring Use Of Memes By Brands On Social Media And Resultant Engagement, Sphurti Sewak, Jaehoon Lee
When You Meme Business – Exploring Use Of Memes By Brands On Social Media And Resultant Engagement, Sphurti Sewak, Jaehoon Lee
Association of Marketing Theory and Practice Proceedings 2021
No abstract provided.
The Effect Of Social Networks Advertisements On Egyptian Consumers’ Purchase Behaviour, Madiha Metawie, Rasha Hussien Mostafa Faculty Of Commerce
The Effect Of Social Networks Advertisements On Egyptian Consumers’ Purchase Behaviour, Madiha Metawie, Rasha Hussien Mostafa Faculty Of Commerce
Business Administration
The purpose of this study is to examine the effects of perceived advertising value of Social Networks adverts (SN ads) on Egyptian consumers’ purchasing behaviour. The researchers based their study on Ducoffe (1996) Advertising Value Model that includes informativeness, entertainment, credibility, and irritation, in addition to materialism and peer influence. Data were obtained from 375 Egyptian respondents. Structural Equation Modelling was applied to examine the research hypotheses. The results supported the positive mediating effect of attitude towards SN ads and purchase intention on the relationship between informativeness, entertainment, irritation, materialism and peer influence on consumers purchasing behaviour. Yet, SN ads …
Final Report: Marketing Internships With Connected, Hadi Kiani
Final Report: Marketing Internships With Connected, Hadi Kiani
SASAH 4th Year Capstone and Other Projects: Publications
Working as the Marketing Coordinator Intern for a tech start-up was an amazing experience. I conducted competitor research, ghostwrote blog posts, ran social media, and aided in a complete company rebrand. Connected is a software product development firm. They partner with ambitious organizations to deliver on the potential of software-powered products. Joining the company halfway through their rebrand, I was immediately thrown into the deep end. Fortunately, I was able to leverage the research and communication skills I had honed through SASAH and translate them into successful contributions. Nevertheless, I had to learn a lot about industry standards, tech jargon, …
The 1st Disrupting Thinking Research Conference Presentation Tu Dublin - An Investigation Of The Personality Traits That Could Identify Vulnerable Young People Who Will Be Susceptible To Undue Influence By Social Media Influencers (Smis), Charles Alves De Castro, Aiden Carthy Dr
The 1st Disrupting Thinking Research Conference Presentation Tu Dublin - An Investigation Of The Personality Traits That Could Identify Vulnerable Young People Who Will Be Susceptible To Undue Influence By Social Media Influencers (Smis), Charles Alves De Castro, Aiden Carthy Dr
Other Resources
This study aims to further the overall understanding of Social Media Influencers (SMIs) and to specifically predict who will be susceptible to influence by them. The main objective of this research relies on to determine whether there is a specific personality profile that predisposes young people to undue influence by social media influencers. Based on previous research published by the journal Frontiers in Psychology titled “The Role of Social Media Influencers in the Lives of Children and Adolescents 1”, a list of potentially harmful content will be compiled. Participants (N=40) in phase one will then be given …
The 11th Annual Graduate Research Symposium 2020 Presentation Tu Dublin - An Investigation Of The Personality Traits That Could Identify Vulnerable Young People Who Will Be Susceptible To Undue Influence By Social Media Influencers (Smis), Charles Alves De Castro, Aiden Carthy Dr
The 11th Annual Graduate Research Symposium 2020 Presentation Tu Dublin - An Investigation Of The Personality Traits That Could Identify Vulnerable Young People Who Will Be Susceptible To Undue Influence By Social Media Influencers (Smis), Charles Alves De Castro, Aiden Carthy Dr
Other Resources
This study aims to further the overall understanding of Social Media Influencers (SMIs) and to specifically predict who will be susceptible to influence by them. The main objective of this research relies on to determine whether there is a specific personality profile that predisposes young people to undue influence by social media influencers. Based on previous research published by the journal Frontiers in Psychology titled “The Role of Social Media Influencers in the Lives of Children and Adolescents 1”, a list of potentially harmful content will be compiled. Participants (N=40) in phase one will then be given …
An Exploration Of Rural Small Business Owners Experience With Internet Marketing, Veronica Monique Triplett
An Exploration Of Rural Small Business Owners Experience With Internet Marketing, Veronica Monique Triplett
Doctoral Dissertations and Projects
This qualitative case study explored how rural small business owners make decisions about using internet marketing as a strategy. To understand the small business owner’s experiences, this study uncovered relevant factors influencing the business owner’s during the decision-making process. The general problem to be addressed is the lack of internet marketing used by small business owners. The project focused on rural small business owners in Sumter and Marengo counties in Alabama, to gain their perspective on internet marketing, the impact that a failure to use internet marketing have on their businesses, and the specific factors that influence them not to …
Using Social Media To Enhance Customer Service: A Study Of Independent Day Spas In Phoenix, Arizona, Krista Fabrick
Using Social Media To Enhance Customer Service: A Study Of Independent Day Spas In Phoenix, Arizona, Krista Fabrick
Doctoral Dissertations and Projects
Social media customer service is becoming increasingly crucial for businesses, and many small businesses struggle in this area. This qualitative study explored how independent day spas use Facebook and Instagram for customer service and their effectiveness on these platforms. The participants included ten small, independent days spas in the Phoenix, Arizona, areas with ten or fewer employees, have less than $1,500,000 in annual revenue, and have a presence on Facebook and Instagram. Four common themes arose from this research. First, day spa owners/managers generally have at least a basic knowledge of Facebook and Instagram. Second, owners/managers are typically the ones …
Arbor Day Foundation Consultation, Frances Munro, Drew Spadaro, Trevor Lockard, Mason Smalley, Leigh Hanson, Demi Van Reeuwijk
Arbor Day Foundation Consultation, Frances Munro, Drew Spadaro, Trevor Lockard, Mason Smalley, Leigh Hanson, Demi Van Reeuwijk
Honors Theses
Over the past 4 months, our team at the University of Nebraska-Lincoln Business Honors Academy has been working directly with Nebraska’s own, Arbor Day Foundation, or Arbor Day, in hopes of applying our skill sets and mindsets to solve a pressing problem Arbor Day currently faces. We have been tasked with the challenge of identifying creative, scalable, and profitable new business ventures for Arbor Day that will aid the generation of new revenue sources. With these sources of revenue, Arbor Day desires to further inspire people to plant, nurture, and celebrate trees and in turn solve some of the …
Emotional Engagement Of Consumers: A Case Study Between Peloton And Classpass And Their Differences In Branding Initiatives On The Facebook Platform, Meredith Stephens
Emotional Engagement Of Consumers: A Case Study Between Peloton And Classpass And Their Differences In Branding Initiatives On The Facebook Platform, Meredith Stephens
Honors College
This thesis investigates two companies whose products offerings are alike, yet their branding via the Facebook platform is different. Throughout this thesis, there will be research gathered from organic Facebook posts between the two companies’ brand pages on the Facebook Platform. The research consists of total reactions as well as comments on a per post basis for various posts throughout September of 2018 and 2019. The raw data that this thesis will be using will be positive emotionality scores from LIWC1 (after comments are entered and run through the software) as well as the total number of reactions (likes, loves, …
The Brand Axis: Strategic Impacts Of Loyalty And Engagement Within The Social Media Magnet Theory, Kyle A. Huggins, J. Elliott Cunningham
The Brand Axis: Strategic Impacts Of Loyalty And Engagement Within The Social Media Magnet Theory, Kyle A. Huggins, J. Elliott Cunningham
Association of Marketing Theory and Practice Proceedings 2020
The Social Media Magnet is presented as a new pedagogy for organic, inbound marketing instruction. This methodology has now been deployed for the last four years across multiple universities combining a digital online delivery system with a new theory and a live online practicum to teach college students both strategic and tactical planning for inbound marketing campaigns. Using live website creation, social media planning tools, and email retention campaigns, students using this pedagogy learn the best practices for inbound marketing. This is not a simulation, but a live practicum that teaches students real-time inbound marketing principles. This paper recaps the …
Early-Career Professional Athletes, Social Media Marketing, And Sponsorship, Nichada Satasuk, Gallayanee Yaoyuneyong
Early-Career Professional Athletes, Social Media Marketing, And Sponsorship, Nichada Satasuk, Gallayanee Yaoyuneyong
Association of Marketing Theory and Practice Proceedings 2020
The sports marketing industry has changed in the new era of easy internet access and ubiquitous mobile devices. Sports marketers are beginning to use social media platforms, such as Facebook, YouTube, Twitter, and Instagram, to promote their brands and to connect with fans. In addition, legislative trends and announcements by the NFL and NCAA show that individual athletes, early in their professional careers (at the college level), will be able to profit from their names, images, and likenesses. While research into social media marketing by sports brands is existent and growing, most studies are concerned with the strategies and impacts …
Leveraging User Experience Expertise For Engaging And Sustainable Social Media, Jon Jeffryes, Kiersten Quilliams, Cara Medvendenko, Katie Alphenaar
Leveraging User Experience Expertise For Engaging And Sustainable Social Media, Jon Jeffryes, Kiersten Quilliams, Cara Medvendenko, Katie Alphenaar
Conference Proceedings
This presentation discusses an evolution of our staffing model that revived our library’s Twitter account, beginning with creating a sustainable workflow to allow for more engaging content by leveraging the expertise and creativity of front line user experience staff. We’ll discuss the entire evolution from having a single librarian generating content to this team-based approach, discuss missteps, and share the positive outcomes. Lastly, we’ll discuss meaningful assessment to ensure the identifying and transmitting of key messages frequently and effectively, and sustainable expansion into new social media platforms.
Social Customer Relationship Management In Rural Commerce: A Study Of Small Businesses In Southern West Virginia, Timothy John Anderson
Social Customer Relationship Management In Rural Commerce: A Study Of Small Businesses In Southern West Virginia, Timothy John Anderson
Doctoral Dissertations and Projects
The limited-resource context in which small businesses operate impedes the ability of the proprietors of small businesses in implementing customer relationship management. Despite the availability of a more cost-effective alternative in the form of social customer relationship management, there is a failure to utilize the practice because of a lack of knowledge of the use of social media platforms for the purposes of customer relationship management. The purpose of this study was to explore the influence that the use of social customer relationship management has on the small businesses located in Southern West Virginia. The study used a qualitative research …
Is Utilization Of University-Sponsored Social Media Associated With Increased Social Integration And Retention Among Online Students?, Gary C. Eaton
Is Utilization Of University-Sponsored Social Media Associated With Increased Social Integration And Retention Among Online Students?, Gary C. Eaton
Doctoral Dissertations and Projects
Despite the growth of online higher education, online student retention remains a problem for many colleges and universities. The seminal higher education retention models developed for residential students also explain the contribution to retention resulting from connecting online students with other students, faculty, staff, and connecting with the daily life of the university in order to create a sense of belonging and community. The difficulty for the university is that online students may live at such distances from the school that participation in on-campus activities or even a singular campus visit is impractical. Further, online students are often non-traditional students …
Social Media Listening: Revealing The Indirect Effects Of User Generated Content (Ugc) On Product Adoption, Nga Ho-Dac, Ian Clark Sinapuelas
Social Media Listening: Revealing The Indirect Effects Of User Generated Content (Ugc) On Product Adoption, Nga Ho-Dac, Ian Clark Sinapuelas
Association of Marketing Theory and Practice Proceedings 2019
Industry studies suggest social media listening espouses several advantages. Evidence from academic research however is lacking and the need to investigate its impact especially in the context of product development is needed. This research explores how UGC influences market outcomes indirectly via its impact on product development. Building on current findings from empowerment-product demand and new product adoption research, we propose that product improvements building on consumer social media conversations are more likely to succeed. Using a system of equations modeling in the open source software context, we verify that increasing forum posts lead to a greater number of codes …
The Role Of Brand Personality In Setting Expectations For Engagement On Social Media, Joanne T. Cao, Jamye Foster, Gallayanee Yaoyuneyong
The Role Of Brand Personality In Setting Expectations For Engagement On Social Media, Joanne T. Cao, Jamye Foster, Gallayanee Yaoyuneyong
Association of Marketing Theory and Practice Proceedings 2019
In recent years, business has leapt on to the social media marketing bandwagon. However, many have learned that social media marketing is not equally beneficial for all brands, and that there is a difference between aiming for more followers versus aiming for more engagement and deeper relationships. Recently, the shift has been toward engagement as the ultimate social media goal, rather than mere followers. But just as all brands do not need to be on social media, do all brands have to aim toward high engagement? This study attempts to answer this question by considering communication based on brand personality …