Business Commons^™

Is Every Tweet Created Equal? A Framework To Identify Relevant Tweets For Business Research, Thad Chee

Information Technology & Decision Sciences Theses & Dissertations

It is a life or death matter for a firm to observe its environment and identify new threats or opportunities quickly. Information technology has increased firm’s speed and agility in responding to environmental changes. Social media offers a vast and timely source of environmental information that firms can readily use gauge public sentiment. Twitter is a high-speed service that allows anyone to “tweet” a message to any interested parties. Firms can access near instantaneous changes in the public mood about any topic by using Sentiment Analysis. These topics range from predicting equities prices to predicting election outcomes. A gap exists …

What’S In It For Me? Consumer Perceived Value Of Marketing Activities As A Driver Of Consumer Brand Engagement On Social Network Sites., Mary Jane Gardner

Doctor of Business Administration Dissertations

Social network sites are transforming the way companies, both big and small, communicate and market to consumers. Many businesses recognize the need for incorporating a social networking strategy as part of their overall marketing efforts. This strategy involves the use of social network sites as a means of promoting and communicating about a focal brand to consumers, attracting and building relationships with consumers, and increasing sales. However, an effective social network strategy is much more complex than simply having a Facebook page to which companies occasionally post. The effectiveness of marketing on social network sites depends at least in part …

Marketing Strategy Of School Of Professional Studies In China, Jiahui Liu, Jing Wang, Shuo An, Wengxing Wang, Yiwei Wang

School of Professional Studies

Chinese students are the most visible international presence at many universities across the United States, and the number continues to grow. Since 2010, The number of graduate students studying abroad has entered the period in which the increase has been declining. Under the circumstance of the weak global economy and high cost of education, the administration needs to attract the attention of Chinese students. In the process of competing for applicants, how to develop marketing strategies to attract students’ eyeballs has become an important means of trying to increase school income through Chinese students. The marketing strategy mentioned in this …

Others’ Reactions To Service Recovery Efforts In Social Media: A Third-Party Justice Perspective, Minwoo Lee

Doctoral Dissertations

Service failures are inevitable incidents in hospitality settings due to the characteristics of hospitality offerings such as intangibility, heterogeneity, and inseparability. When service failures occur, effective service recovery effort should be made in order to redress such failures and improve customer satisfaction because service failures could negatively affect customers’ satisfaction and future behaviors. In the context of social media, firms’ service recovery efforts can be witnessed by the complainant’s family, close friends, other fan page members, and/or even unknown people who are connected and influenced through enormous social networks. However, no prior study has been found to investigate how and …

Detecting User Demographics In Twitter To Inform Health Trends In Social Media, Christopher R. Markson

Dissertations

The widespread and popular use of social media and social networking applications offer a promising opportunity for gaining knowledge and insights regarding population health conditions thanks to the diversity and abundance of online user-generated information (UGHI) relating to healthcare and well-being. However, users on social media and social networking sites often do not supply their complete demographic information, which greatly undermines the value of the aforementioned information for health 2.0 research, e.g., for discerning disparities across population groups in certain health conditions. To recover the missing user demographic information, existing methods observe a limited scope of user behaviors, such as …

Transitioning Business-To-Business Marketing Communications To Social Media, Terri S. Gibson

Master of Arts in Media and Communication Plan II Graduate Projects

There has been a movement toward digital media marketing channels away from the traditional media marketing channels in the realm of business-to-business (B2B) marketing. This transformation is more than mere semantics. It reflects the recent integration of digital strategies including blogging, social media, and email marketing by B2B marketers. A greater commitment to driving return on investment (ROI) and tracking movement through a website is seen in these strategies. In the rapidly changing digital landscape of B2B marketing, there is a focused emphasis on analytics, which reveals a sharp contrast between traditional media channels and social networking. With traditional media, …

Effects Of Para-Social Presence On The Consumer Decision Journey, Ayda Tahmasbi

Communication Studies

Para-social presence is investigated in this research study to determine its effects on the consumer decision journey. Attachment styles are also taken into consideration as a possible influence on establishing para-social presence. This study specifically looks at an internet personality’s social media platforms, Twitter, Instagram, and YouTube, and her social media marketing efforts for the release of her new book, Almost Adulting. This study found statistically significant relationships between increasing level of para-social presence across Twitter, Instagram, and YouTube. Further, the study found that para-social presence has a positive correlation with consumers’ initial consideration, purchase decision, and post-purchase experience. Finally, …

Factors Contributing To Consumers Decisions To Attend A Sporting Event, Sarah Gensler

Sport Management Undergraduate

Previous research on consumer attendance patterns has explored the impact of single factors on desired outcomes. This is problematic because people rarely have a single motive behind their decision making to attend a sporting event. This study aimed to determine which factors were the most important to college students when deciding to attend sporting events. Using a cross-sectional survey, the research found that desire for excitement, geography, and social media all had statistical significance in influencing decision making. Contradictory to existing research, on field promotions, level of fandom, and consumer emotion were not found to be tied to their decision …

Straight From The Horse's Mouth: An Examination Of Social Media Usage And Advertising Methodologies In The Sale Of Sporthorses, Michael Willham

Undergraduate Distinction Papers

This study discovered general market conditions as well as buyer and seller behavior in the sporthorse market for the disciplines of Dressage, Show Jumping, and Eventing. The efficient sale of sporthorses in these disciplines is equally as important of a consideration as the marketing and advertising decisions for any other product such as automobiles or electronics. Equids differ from regular products in that they typically have markedly higher inventory costs associated with the maintenance of holding onto a live animal. Therefore, it is arguably more imperative for businesses to determine the quickest and most efficient means to sell them. This …

Modeling Adoption Dynamics In Social Networks, Minh Duc Luu

Dissertations and Theses Collection

This dissertation studies the modeling of user-item adoption dynamics where an item can be an innovation, a piece of contagious information or a product. By “adoption dynamics” we refer to the process of users making decision choices to adopt items based on a variety of user and item factors. In the context of social networks, “adoption dynamics” is closely related to “item diffusion”. When a user in a social network adopts an item, she may influence her network neighbors to adopt the item. Those neighbors of her who adopt the item then continue to trigger more adoptions. As this progress …

Social Media Strategies To Increase Professional Membership Association Dues Income, Robert J. Spangler

Walden Dissertations and Doctoral Studies

Social media strategies can play an important and specific role in nonprofits by increasing membership dues income. However, insufficient data exists supporting effective strategies for social media in professional membership associations, potentially

affecting both business managers within those associations and the stakeholders they represent. The purpose of this qualitative single case study was to explore social media strategies that nonprofit marketing professionals used to increase professional

membership association dues income. The sample included 7 nonprofit marketing professionals in a New Jersey-based professional membership association. Social exchange theory and social influence theory formed the conceptual framework. Data

collection occurred using semistructured …

Marketing Strategies: How Small Restaurant Businesses Use Social Media, Tasheenia Bennett

Walden Dissertations and Doctoral Studies

Social media has changed the way businesses relate to their customers. Since the beginning of social media, traditional methods of communicating with customers have begun to decline. The purpose of this multicase study was to determine the strategies of 5 owners of small restaurant businesses in Western North Carolina who successfully used social media marketing for 1 year or more. Rogers's diffusion of innovation theory was the conceptual framework for this study. Data collection included semistructured interviews, documents pertaining to social media marketing strategies, and social media pages and websites from the participating restaurants. These data were analyzed following Yin's …