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Full-Text Articles in Business
A Quantitative Content Analysis On Food-Based Advergames Aimed At Children, Emiko Barker
A Quantitative Content Analysis On Food-Based Advergames Aimed At Children, Emiko Barker
Honors Projects in Communication
No abstract provided.
Social Media Influence: Metrics Matter, Juliana Houldcroft
Social Media Influence: Metrics Matter, Juliana Houldcroft
Honors Projects in Marketing
It is imperative for companies to engage in social media marketing as consumers are often dependent on online information and electronic word-of-mouth. Past literature claims that consumers evaluate the influence of communications differently on social media than they would in a traditional environment because of the nature of the internet. This study aims to analyze user’s perceptions of social media marketing influence and determines if user’s perception of influence changes based on the number of social media metrics (likes, comments, and shares) that accompany a Facebook post. The study also investigates if perceptions of influence vary depending on a user’s …
Five Seconds To The Ad: How Program-Induced Mood Affects Ad Countdown Effects, Tiffany Venmahavong
Five Seconds To The Ad: How Program-Induced Mood Affects Ad Countdown Effects, Tiffany Venmahavong
Honors Projects in Marketing
The study examines what effects a five second countdown warning will have on consumer’s attitudes towards the advertisement depending on the main program content. This study builds upon several theoretical models concerning program-induced moods in relation to viewer’s judgment to commercial advertisements. Findings from two studies suggest that program-induced mood systematically influences attitude toward the inserted ad with (vs. without) a five-second countdown: for the negative-affect program, attitude toward the ad was more positive when the ad was preceded by the countdown than when the ad was not preceded by the countdown. However, for the positive-affect program, attitude toward the …
Asian Multiculturalism In Communication: Impact Of Culture In The Practice Of Public Relations In Singapore, Su Lin Yeo, Augustine Pang
Asian Multiculturalism In Communication: Impact Of Culture In The Practice Of Public Relations In Singapore, Su Lin Yeo, Augustine Pang
Research Collection Lee Kong Chian School of Business
This study aims to understand the role of cultural values in influencing public relations practice in Singapore. Given that Singapore exhibits a hybrid of cultures, it purposes to comprehend how multiculturalism is operationalized and to uncover if the values that have a greater influence on organizational communication resemble those in individualistic or collectivistic societies. Using Gudykunst's (1998) seven dimensions that influence individualism-collectivism on communication as a guide, this study interviewed 20 public relations practitioners in Singapore. Our findings showed that although the patterns expressed is slightly more consistent with those found in collectivistic cultures, it does not resemble collectivism in …