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Articles 1 - 30 of 38
Full-Text Articles in Business
Examining The Impact Of Sports Influencer Advertising On Consumer Behavior In The Us And Saudi Arabia On Instagram., Mohammed Samer Alassaf
Examining The Impact Of Sports Influencer Advertising On Consumer Behavior In The Us And Saudi Arabia On Instagram., Mohammed Samer Alassaf
Masters Theses
This paper discusses the influence of sports influencers on the buying pattern of fans in the United States and Saudi Arabia. Sports are a crucial part of life in both countries, with numerous athletes being considered celebrities. Sports influencers have a tremendous impact on the audience, who often imitate their behavior and buy the products they advertise. The sports market is huge in both countries, with businesses utilizing sports influencers to promote their brands. Instagram is a popular platform for businesses to gain young fans and customers. The research and development of the sports industry have enabled considerable growth of …
Purpose Advertising And The Credibility Gap, Tyler Milfeld, Eric Haley
Purpose Advertising And The Credibility Gap, Tyler Milfeld, Eric Haley
Purpose Project
One approach to purpose advertising is brand activism—taking a stand on a sociopolitical issue. This research compares divergent perspectives on whether and how brand activism influences brand attitudes and purchase intentions. Results from three studies, in which real-world brands and messages were used, identify a credibility gap between brands with a reputation for activism (established activist brands) and those without a reputation (emergent activist brands). Findings also reveal how personal issue knowledge moderates the credibility gap. Among other contributions, this research creates a new brand typology in the brand activism arena and empirically demonstrates a more favorable effect for established …
The Impact Of Guilt And Empathy Appeals On Green Advertisement Purchase Intent Among Green Consumers, Jasmine C. Fehr
The Impact Of Guilt And Empathy Appeals On Green Advertisement Purchase Intent Among Green Consumers, Jasmine C. Fehr
Masters Theses
The purpose of the study was to examine whether guilt appeals or empathy appeals were more effective at promoting purchase intention among green consumers for green products. This purpose was achieved through studying the effect of using an empathy appeal versus a guilt appeal in a hypothetical green advertisement. To test this objective, participants completed a survey that assessed the relationship between the message condition they were exposed to—either guilt, empathy, or neutral—and their subsequent purchase intent of the advertised product. It was hypothesized that the empathy appeal would lead to higher purchase intention than the guilt appeal, but the …
Ace! How The Waste Management Phoenix Open Rose From The Ash Heap To Become A Sponsorship Exemplar, Lee P. Mcginnis, Keevan Statz
Ace! How The Waste Management Phoenix Open Rose From The Ash Heap To Become A Sponsorship Exemplar, Lee P. Mcginnis, Keevan Statz
Journal of Applied Sport Management
Waste Management leverages the PGA TOUR’s so-called “People’s Open” in a manner that is unparalleled in the sport industry. The Waste Management Phoenix Open (WMPO) is not only a zero-waste event but also utilizes activation tactics that maximize this value proposition for consumers through sponsored activities that engage fans of all ages, backgrounds, and motivations. After an extensive analysis of the event and what makes it distinct, we propose a framework that we term ACE (Activation optimization, Cohesive value propositions, and Experientially focused programs), which can serve as a three-pronged test that event/property owners and sponsors alike can use to …
Sunny Days Ahead: Messages During A Pandemic: Creative Strategies And Themes In Health And Wellness Public Service Ads By The Ad Council, Meenakshi Trichur Venkitasubramanian
Sunny Days Ahead: Messages During A Pandemic: Creative Strategies And Themes In Health And Wellness Public Service Ads By The Ad Council, Meenakshi Trichur Venkitasubramanian
Doctoral Dissertations
Public Service Advertising is an essential field of study because of its ability to impact and shape public behavior and community changes. Historically, the advertising industry has come together during the times of world war to form an association, the Ad Council, to help create awareness to the public. Over the past 75 years, the Ad Council has contributed to the various causes by communicating and advertising to encourage better habits and behavior. The Ad Council has collaborated with CDC and COVID Collaborative to communicate the right messages about coronavirus response and COVID-19 vaccine during this pandemic. The purpose of …
Artists On The Rise: An Exploration Of The Role That Brand Collaboration Prestige Plays In The Development Of Identification And Artist Attractiveness, Isabel Soldner
Chancellor’s Honors Program Projects
No abstract provided.
The Influences Of Perceived Environmental Responsibilities On Green Purchasing Intentions, Jinhee Lee, Ilwoo Ju
The Influences Of Perceived Environmental Responsibilities On Green Purchasing Intentions, Jinhee Lee, Ilwoo Ju
Annual Research Symposium of the College of Communication and Information
The current study examined the influences of perceived environmental responsibilities of the three types of important social agents (individuals, companies, and governments) on consumers’ green purchasing intentions. Drawing on the environmental consumerism and purchase decision making literature, consumers’ perceptions of the aforementioned social agents’ roles in environment protection were hypothesized to influence their purchase intentions for green products. In addition, the current study attempted to investigate the different prediction patterns of such factors for two different purchase intention measures (e.g., general purchase intention and “willingness to pay more” for green products) to capture the nuance between the different measurement scales, …
Communication Strategies In Direct-To-Consumer Prescription Drug Advertisements, Ilwoo Ju
Communication Strategies In Direct-To-Consumer Prescription Drug Advertisements, Ilwoo Ju
Annual Research Symposium of the College of Communication and Information
Little research has incorporated a theoretical framework for the analysis of message and creative strategies used in DTCA to date. The purpose of the current study is to extend the previous literature by providing a more complete list of DTCA message and/or creativity strategies based on Taylor’s message strategy wheel. The results show that DTCA has been used to promote drugs for such life-threatening conditions as asthma, acid reflux, Alzheimer’s disease, depression, and arthritis. The most common inducement was the offer of consumer support information. In general, magazine DTC ads from 2006 to 2010 were likely to take both informational …
Influencer Versus Body Positive Marketing: Perceived Brand Personalities In The Eye Of The Target Consumer, Sarah N. Bowman
Influencer Versus Body Positive Marketing: Perceived Brand Personalities In The Eye Of The Target Consumer, Sarah N. Bowman
Chancellor’s Honors Program Projects
No abstract provided.
When Social Media Takes Your Money: In-App Shopping And Buyer’S Remorse Study, Catie Jaffe
When Social Media Takes Your Money: In-App Shopping And Buyer’S Remorse Study, Catie Jaffe
Chancellor’s Honors Program Projects
No abstract provided.
Boys That Blend: How Men In Makeup Can Affect Social Media Marketing Efforts, Matthew Meyers
Boys That Blend: How Men In Makeup Can Affect Social Media Marketing Efforts, Matthew Meyers
Chancellor’s Honors Program Projects
No abstract provided.
Ecocar Mobility Challenge Communications Plan, Whitney M. Brothers
Ecocar Mobility Challenge Communications Plan, Whitney M. Brothers
Chancellor’s Honors Program Projects
No abstract provided.
Yes, We Can Brewing Company, Madison Hailey Murphy
Yes, We Can Brewing Company, Madison Hailey Murphy
EURēCA: Exhibition of Undergraduate Research and Creative Achievement
Yes, We Can! Brewing Company is a minority owned and operated small batch microbrewery for black women, by black women. The brewery aims to change the narrative of women of color in the craft beer industry by creating unparalleled quality beverages that empower this underserved market. Yes, We Can! is blazing the trail by paying homage to the original trailblazers, crafting beer as complex as the women on our labels. From Mae Jemison, the first African American female astronaut to travel to space to Bessie Coleman, the first African American woman to hold a pilot license, each can’s label will …
Building The Nashville Predators Brand, Jonathan R. Generotti
Building The Nashville Predators Brand, Jonathan R. Generotti
Chancellor’s Honors Program Projects
No abstract provided.
#Sponsored: The Emergence Of Influencer Marketing, Steven Woods
#Sponsored: The Emergence Of Influencer Marketing, Steven Woods
Chancellor’s Honors Program Projects
No abstract provided.
Kanye West: The Brand, Alexander Wade
Kanye West: The Brand, Alexander Wade
Chancellor’s Honors Program Projects
No abstract provided.
Cell Phone Ethnography: Mixed Methods And The Brand Consumer Relationship, Robert Nathaniel Dove
Cell Phone Ethnography: Mixed Methods And The Brand Consumer Relationship, Robert Nathaniel Dove
Masters Theses
Overall, the goal of this study is to identify and differentiate the various motivations and cultural influences that can be used to explain consumer behavior. In doing so, this study hopes to facilitate the development of new and innovative marketing strategies, providing a new research design for the ethnographer’s toolkit. More importantly, this model can give shape to new constructs and new variables for further empirical testing in the field through quantitative and qualitative methods. By blending the two approaches, using qualitative interpretive anthropological analysis by field study with quantitative sentiment analysis adapted from market researcher Jeffery Breen’s (2012) methodology, …
Changing The Industry, Spotify, Seth A. Carver
Changing The Industry, Spotify, Seth A. Carver
Chancellor’s Honors Program Projects
No abstract provided.
The Four-Hour Film Festival, James Christopher Agan
The Four-Hour Film Festival, James Christopher Agan
Chancellor’s Honors Program Projects
No abstract provided.
Creating Competitive Advantage In The Premium Market Segment Through A Sustainability Strategy, Andrew E. Iberg
Creating Competitive Advantage In The Premium Market Segment Through A Sustainability Strategy, Andrew E. Iberg
Chancellor’s Honors Program Projects
No abstract provided.
Corporate Social Responsibility (Csr) Advertising And Consumer Responses In The Lodging Industry: Functions Of Green Marketing Motive And Appeal Type, Donghwan Yoon
Doctoral Dissertations
Hotel chains are increasingly engaging in corporate social responsibility (CSR) marketing to fulfill their social responsibilities. This study primarily aimed to contribute to the hospitality marketing literature and derive findings from the applied theoretical frameworks that would provide practical information for hotel CSR marketers. The study introduced three theoretical concepts: the information-processing model to provide a comprehensive framework of the attitude formation process, the attribution theory to explain the different effects of CSR motives, and the hierarchy-of-effects model to explain the relational effects of affect, cognition, and conation on consumer responses. In this sense, the study was conducted to test …
2015-2016 Pebble Smartwatch Advertising Campaign, Robert W. Jellicorse
2015-2016 Pebble Smartwatch Advertising Campaign, Robert W. Jellicorse
Chancellor’s Honors Program Projects
No abstract provided.
The Most Powerful Mouse In The World : The Globalization Of The Disney Brand, Michaela J. Robbins
The Most Powerful Mouse In The World : The Globalization Of The Disney Brand, Michaela J. Robbins
Chancellor’s Honors Program Projects
No abstract provided.
Activating Parents’ Persuasion Knowledge In Children’S Advergames: Testing The Effects Of Advertising Disclosures And Cognitive Load, Nathaniel Joseph Evans
Activating Parents’ Persuasion Knowledge In Children’S Advergames: Testing The Effects Of Advertising Disclosures And Cognitive Load, Nathaniel Joseph Evans
Doctoral Dissertations
This study focused on parents of children between the ages of 7 to 11 and their ability to recognize and understand a children’s advergame as advertising. Using the theoretical framework of the Persuasion Knowledge Model (PKM), this study experimentally tested the effects of advertising disclosures and cognitive load on parents’ activation of persuasion knowledge in children’s advergames and parents’ attitudes toward children’s advergames. In addition, this study examined how parents’ individual trait differences in persuasion knowledge and mediation of their children’s Internet use potentially influenced their persuasion knowledge in children’s advergames as well as their attitudes toward them. By conducting …
Text Size Impact Of Responsibility Messages In Magazine Alcohol Advertisements Among College Students, Sumin Shin
Text Size Impact Of Responsibility Messages In Magazine Alcohol Advertisements Among College Students, Sumin Shin
Masters Theses
Although warning labels on products and in advertising have been much studied and discussed in the past several decades, the effect of text size on recall of these messages has been largely ignored, particularly with regard to alcohol advertising. Guided by the bottom-up model of visual attention processing, this study hypothesizes that a responsibility message with larger text attracts more consumer attention and creates greater message recall. One hundred twenty three magazine alcohol ads were collected in preliminary research, and the average size of their responsibility messages was found to be approximately 6 points. An experimental survey of college students …
The Effects Of Message Quantification: The Modearing Role Of Numeracy, Ilwoo Ju
The Effects Of Message Quantification: The Modearing Role Of Numeracy, Ilwoo Ju
Annual Research Symposium of the College of Communication and Information
Although the numerical information effects has been reported in persuasive contexts, little research has investigated how numeric information in the drug efficacy appeals may affect consumers' evaluation of DTC advertising. Based on an experiment, the current study revealed that: (a) consumers reported more positive perceived message effectiveness of and attitude toward advertising toward numeric DTC advertising; (b) when consumers were lowly numerate, the persuasive effects of numeric information was stronger. When consumers were highly numerate, however, the persuasive effects of numeric information was significantly reduced; and (c) perceived message effectiveness was found to be a valid indicator of actual DTC …
Dtc Advertising And Perceived Importance Of Illness: Two-Sided Message And The Moderating Role Of Dtca Skepticism, Ilwoo Ju
Annual Research Symposium of the College of Communication and Information
To better understand consumers' coping mechanisms of DTC advertising and to address socially important health issues, the current study examined whether perceived importance of sleep disorders is influenced by DTC advertising. Two-sided message order and DTCA skepticism were hypothesized as predictors of the perceived importance. The results showed that there is interaction between order effects and DTCA skepticism. Theoretical, practical, and regulatory implications are discussed.
The Effects Of Statistical Information In Pharmaceutical Product Advertising, Ilwoo Ju
The Effects Of Statistical Information In Pharmaceutical Product Advertising, Ilwoo Ju
Annual Research Symposium of the College of Communication and Information
In the contexts of prescription drug (DTC) advertising, statistical information has been frequently used. However, little is known about how the statistical information affects consumer attitude toward the advertisement and perceived importance of an advertised illness. Based on an experiment, the present study explored the mechanism of consumers' DTC advertising information processing using structural equation modeling (SEM) approach. The findings revealed that: (a) the use of statistical information in DTC advertising positively related to perceived message effectiveness; (b) perceived message effectiveness positively related to attitude toward the advertisement and perceived importance of an advertised illness; and (c) message framing (gain …
Examining Corporate Social Responsibility In Thailand: A View From Thai Companies, Nutthanun Rajanakorn
Examining Corporate Social Responsibility In Thailand: A View From Thai Companies, Nutthanun Rajanakorn
Doctoral Dissertations
This study aims to understand the perceptions and meanings of corporate social responsibility (CSR) in the context of Thailand. Phenomenology was used to explore the inquiry of how Thai executives perceived and implemented their companies’ CSR. Twenty long-interviews were conducted with Thai executives who were directly involved in and in charge of CSR in their companies. Several themes emerged from the study, and the findings were presented in the aspects of their perceptions of CSR involvement, the motivations, the benefits, and the overall meanings of CSR. Giving back, caring for and helping /sharing, and developing and creating are three themes …
Understanding The Dimensions Of Trust In Public Relations And Their Measurements, Joosuk Park
Understanding The Dimensions Of Trust In Public Relations And Their Measurements, Joosuk Park
Doctoral Dissertations
Trust judgment of an organization’s publics validates the existence of an organization as well as being one of the most powerful moderators of public relations effectiveness. The ideas of trust as one of the key dimensions to explain relational status between an organization and its key publics has been around more than a decade. Over the last two decades, the idea of trust in fact has been showing rising prominence across many diversified studies of relationship and relationship management. In relationship management, one of the important goals of public relations is to build mutually beneficial relationships among organizations and their …