Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Business
Three Essays On The Roles Of Review Valence And Conflict In Online Relationships, Ran Liu
Three Essays On The Roles Of Review Valence And Conflict In Online Relationships, Ran Liu
Theses and Dissertations in Business Administration
In the context of online marketing, product reviews and online relationships have played essential roles in determining consumer's decision making. The three essays examine how valence and volume of online reviews affect consumers' perceived relationships with a firm, as well as the boundary effect of the causal link. Previous literature has been focusing on the direct effects of word-of-mouth (WOM) on consumers' short-term purchase decisions and treating WOM solely as an outcome of a relationship. Consequently, the role of online reviews has been underestimated by contemporary literature and how electric WOM (eWOM) changes consumers' perception with an exchange partner is …
A Brand New Narrative: Social Attitudes Toward Conflict Resolution And Inefficiency In Marketing And Branding, Emily Skinner
A Brand New Narrative: Social Attitudes Toward Conflict Resolution And Inefficiency In Marketing And Branding, Emily Skinner
Department of Conflict Resolution Studies Theses and Dissertations
This study aimed to bring to light infield internal assumptions, expectations, and knowledge that may influence limitations on fostering an environment that can increase a social demand for conflict resolution services, knowledge, and practices. The research explored if the field’s marketing is influenced by the macro social norms, assumptions, and expectations of conflict and if they influence how the field communicates with its market. The study’s goal was to investigate if the marketing and the branding of conflict resolution are influenced by the social fact of conflict as negative. This study explored conscious and unconscious broad patterns of common-sense knowledge, …