Business Commons^™

Underlying Factors Behind Generation Of Different Types Of User-Generated Content - Impact Of Individual And Brand/Product Level Factors In Generation Of Brand-Oriented Content And Community-Oriented Content, Kemal Cem Soylemez

Theses and Dissertations in Business Administration

Defined as groups of people who communicate with each other about brand and product via internet without restricted by geographical and ethnic origin constraints to accomplish collective goals, express mutual sentiments & commitments and entertainment, online brand communities are valuable source for marketing practitioners. Although content generation is heavily used in the literature, earlier studies assumes that user-generated content is monolith, and all aimed to brand. However, our experiences tell us that reality is far different from that. This study categorizes user generated content based on target audience, namely brand-oriented content and community-oriented content. Although both types of content are …

Marketing Strategies Of Small Traditional Travel Agencies In A Technology-Driven World, Charice Hayes

Walden Dissertations and Doctoral Studies

In 2012, there was a 70% increase in online travel booking, resulting in small traditional brick-and-mortar travel agencies having serious difficulties with obtaining and retaining customers. The purpose of this case study was to explore online marketing strategies that leaders of small traditional travel agencies have used to successfully obtain and retain customers. Technology disruption theory was the conceptual framework of this study. Using criterion sampling, the population for this study consisted of 3 leaders of small traditional travel agencies located in the state of Maryland. Data collection consisted of interviews, observations, and review of documentation, such as displays, websites, …

Integrated Internet Marketing Communications For The Global Market: An Empirical Examination, Philip Jean Boutin Jr.

Doctoral Dissertations

Strategy formulation, strategy implementation, and performance of Internet (online) marketing communications (IOMC) by companies when they attempt to target, reach, and communicate with the global market (i.e., both domestic and foreign markets) in order to promote and sell products to the members of that market was the broad phenomenon examined. The specific focus was on the use of a globally integrated marketing communications (GIMC) approach with IOMC and the creation of the global Internet integrated marketing communications (GI-IMC) concept.

Relevant theories and theoretical models were identified and leveraged to serve as the theoretical foundation for the general theoretical framework, the …

Small Business Use Of Internet Marketing: Findings From Case Studies, Maya Demishkevich

Walden Dissertations and Doctoral Studies

Internet marketing is critical for meeting changing consumer needs and staying competitive in the business environment. Small business owners need strategies on how to use Internet marketing to promote their products or services. The purpose of this multiple case study was to explore how 5 small business owners in Maryland developed and implemented an online marketing strategy. Participants were recruited for their roles as the chief decision maker of their business; additional prerequisites for their participation were that they used Internet marketing, represented different industries, and had fewer than 20 employees. Data came from semi-structured interviews with the small business …

Facebook And College Students: Is Marketing Effective, Kelsey Craig

Chancellor’s Honors Program Projects

No abstract provided.