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Full-Text Articles in Business
Social Media Marketing Adoption Strategies: An Exploratory Multiple Case Study Of Landscape Industry Small Businesses, Crystal Lupo, Jason R. Stroman
Social Media Marketing Adoption Strategies: An Exploratory Multiple Case Study Of Landscape Industry Small Businesses, Crystal Lupo, Jason R. Stroman
Journal of Social, Behavioral, and Health Sciences
Despite research contending that marketing is a pivotal factor in small business success, many small business owners continue to underutilize low-cost marketing options available to them. Of these options, social media marketing is a useful tool to maintain competitiveness in the larger marketplace. However, the adoption of social media best practices in small business remains deficient. The landscape industry is a large and growing field with small businesses making up a large and growing share of the industry. Yet some landscape industry small business owners lack strategies to adopt innovative social media marketing strategies to help ensure business viability. This …
Crazy Rich Asians: A Tale Of Immigration, Globalization And Consumption In East Asia, Giana M. Eckhardt, Finola Kerrigan
Crazy Rich Asians: A Tale Of Immigration, Globalization And Consumption In East Asia, Giana M. Eckhardt, Finola Kerrigan
Markets, Globalization & Development Review
We review the 2018 film Crazy Rich Asians in order to highlight its relevance for debates on immigration, globalization and consumption. In doing so, we argue that a new model of immigration for East Asians, distant and distinct from the American Dream, a “pull yourself up by the bootstraps” narrative infused with an Asian ethic, is being valorized in the film. We also illuminate the complexities of East Asian representation on screen, as evidenced by varying receptions to the film in America and in various regions of Asia. And, finally, we note that while the film celebrates excess in consumption …
Crazy Rich Asians: Exploring Discourses Of Orientalism, Neoliberal Feminism, Privilege And Inequality, Devi Vijay
Crazy Rich Asians: Exploring Discourses Of Orientalism, Neoliberal Feminism, Privilege And Inequality, Devi Vijay
Markets, Globalization & Development Review
In this review of Crazy Rich Asians (2018), I examine elements of orientalism, neoliberal feminism, privilege and inequality that layer the film. Specifically, I interrogate the film’s American inflection of orientalism, surfacing a constant duel between essentialized Asian and American values, where what is American eventually wins out. Independent, entrepreneurial women are integral to this narrative of global capitalist accumulation. Yet, as the East meets the West in the globalized consumptive spaces of the super-rich, inequalities in the United States and Singapore are either repackaged under the myth of meritocracy, or conveniently erased. While the film demarcates a new Hollywood …
Globalization Tropes In Films: A Focus On Crazy Rich Asians, Nikhilesh Dholakia, Deniz Atik
Globalization Tropes In Films: A Focus On Crazy Rich Asians, Nikhilesh Dholakia, Deniz Atik
Markets, Globalization & Development Review
No abstract provided.
Diversity In Advertisements And Brand Perception, Aarica Z. Flowers, Charlotte Buckman, Madeleine C. Diprete, Caroline G. Regan
Diversity In Advertisements And Brand Perception, Aarica Z. Flowers, Charlotte Buckman, Madeleine C. Diprete, Caroline G. Regan
Student Publications
This research project examines the relationship between representation of diversity in marketing and brand perception. The debate about whether diversity in advertisements impacts how consumers perceive and purchase from brands is ongoing. Thus, this study examines whether companies are rewarded for representing diversity in their advertisements and punished for representation that is inappropriate or insensitive. We conducted an online survey among Gettysburg College students and elicited their beliefs about the importance of diversity in marketing campaigns. We found that consumers are more likely to buy from companies that represent more racial diversity in their advertisements. The same was found for …
Viewing The Covid-19 Resilient Skincare Market Through A Sociohistorical Lens: The Patterning Of Conspicuous Consumption Mediated By Marketing, Siren Chen
Senior Projects Fall 2020
The Chinese skincare market distinguishes itself with an inelastic consumer demand during the COVID-19 pandemic. This project employs the endogenous preferences economic framework and a sociohistorical lens to analyze the social forces that sustain the resilient beauty market. Through setting up a socially embedded framework for economic analysis, this project highlights the active role of marketers, which are omitted in mainstream economics, in fostering a bond between consumers and skincare products. With a comparative analysis of both the colonial and the COVID-19 pandemic contexts, this project demonstrates how marketers connect consumers to skincare products through reference to the system of …