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Full-Text Articles in Business
Social Media Influencers: Talk Is Not Cheap!, Antoinette Okono
Social Media Influencers: Talk Is Not Cheap!, Antoinette Okono
Association of Marketing Theory and Practice Proceedings 2022
Social media influencers are digital opinion leaders who have amassed large followings on social media. Through their content and communication on social commerce platforms, and social networking sites, social media influencers can influence their audience's attitude towards brands and encourage purchase decisions. This paper explores the impact of social media influencers on the relationship between social commerce and purchase intention. Since the relationship between social commerce and purchase intention has been thoroughly examined by researchers, I discover through reviewing the literature how an independent entity can impact social media consumers' attitudes and purchase decisions. Specifically, I analyze the social commerce …
Brand Love And Purchase Intention: Does A Sports Team Name Matter?, Kristy C. Grayson Dba, Katie Kamachi Phd, David Olsen Phd
Brand Love And Purchase Intention: Does A Sports Team Name Matter?, Kristy C. Grayson Dba, Katie Kamachi Phd, David Olsen Phd
Association of Marketing Theory and Practice Proceedings 2022
This study aims to explore the relationship between the construct of brand love, the strength of fan allegiance to a sport team brand name, fan past purchase behavior, and future purchase intention should a team change its controversial name. The overall research question that bounds this study is: How does consumer brand love and a change to a sport team name impact fan purchase behavior?
The Effect Of Diversity Initiatives By Brands On Consumer Perceptions, Dolph F. Nelson Iv, Laura Boman
The Effect Of Diversity Initiatives By Brands On Consumer Perceptions, Dolph F. Nelson Iv, Laura Boman
Association of Marketing Theory and Practice Proceedings 2022
Over the course of the last few years, there has been an increase in the number of brands that are using their platforms to raise awareness for and support social justice causes/initiatives, such as gender equality in sports, Black Lives Matter, and #MeToo. Cause-related marketing (CRM), the broader terminology under which this practice falls under, has been the primary subject of prior research projects. Westberg (2004) suggests that consumers respond more favorably to CRM initiatives compared to sponsorship and sales promotion, and that there is some support that CRM initiatives help in increasing consumer attitudes of a brand. Other prior …
Transaction-Based Cause-Related Marketing: The Role Of Consumer Trust And Self-Congruity On Purchase Intention, Dawn D. Hart, Doug Johansen
Transaction-Based Cause-Related Marketing: The Role Of Consumer Trust And Self-Congruity On Purchase Intention, Dawn D. Hart, Doug Johansen
Association of Marketing Theory and Practice Proceedings 2022
The link between corporations, their socially responsible activities, and business performance has become irrefutable (Marconi, 2002). Companies grapple with how to successfully implement their socially responsible marketing activities (Marconi, 2002). Corporate social responsibility has various initiatives including corporate philanthropy, corporate statesmanship, through-the-firm giving, and profit motivated giving (Varadarajan & Menon, 1988). Cause-related marketing includes a profit motive (Varadarajan & Menon, 1988). Several studies find cause-related marketing efforts have the potential to affect consumers’ purchase intentions (Webb & Mohr, 1998).