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Articles 1 - 11 of 11
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 …
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 …
The Importance Of Corporate Social Responsibility: An Examination Of The Dollywood Foundations My People Fund, Callie Victoria Johnson
The Importance Of Corporate Social Responsibility: An Examination Of The Dollywood Foundations My People Fund, Callie Victoria Johnson
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.
Is Big Press Tougher On "She"-Eos?, Kenan G. Smith
Is Big Press Tougher On "She"-Eos?, Kenan G. Smith
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.
Consumer Perceptions Of A Brand's Social Media Marketing, Taylor Michelle Smith
Consumer Perceptions Of A Brand's Social Media Marketing, Taylor Michelle Smith
Masters Theses
This project seeks to inform corporate marketing efforts, as well as add to the growing body of literature on social media marketing. The purpose of this project is to assess consumer perceptions of a brand’s social media marketing. Participants were obtained from the PetSafe® brand Facebook fan page, and a total of 195 respondents completed all measures and were included in the study. The results show that brands must be actively engaging their consumers via social media in order to compete in a competitive marketplace. Engagement can be promoted through entertaining and interactive posts, useful and relevant content, word of …
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 …
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 …
The Role Of Financial Services Advertising On Investors' Decision-Making, Tae Jun Lee
The Role Of Financial Services Advertising On Investors' Decision-Making, Tae Jun Lee
Doctoral Dissertations
The present study assesses the effect of financial services advertising on investors’ decision-making by adopting a two-sided approach: a stimulus-side analysis to document the nature and prevalence of advertising strategies and advertising disclosures being used and a response-side investigation to examine the investors’ processing of and receptiveness to financial services advertising. By performing a content analysis of recently published financial services magazine advertisements, this study provides a contemporary look at whether and how financial services companies inform, persuade, and communicate with average investors. Results from this content analysis method is also used as a foundation to help design realistic test …