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Articles 1 - 5 of 5
Full-Text Articles in Business
Reconceptualizing Markets: Hip- Hop Artists, Marketing, Distribution, And Consumers, Ronald Pikes
Reconceptualizing Markets: Hip- Hop Artists, Marketing, Distribution, And Consumers, Ronald Pikes
Theses and Dissertations
Sociologists have made many contributions to the current understanding of markets. In spite of these contributions, individuals and market practices in sociology are generally overlooked, but both are important because individuals and their practices give markets their form. By overlooking market practices, sociologists disregard two of the most important forces within markets, distribution and marketing. These oversights significantly reduce our ability to understand how modern economic markets operate. Thus, the focus of this study is centered on market actions of independent hip-hop music artists and consumers of hip-hop music especially in regards to music distribution technology. Data was collected via …
Three Essays On Retransmission Of Brand Messages In Social Media, Nima Yahyapour Jalali
Three Essays On Retransmission Of Brand Messages In Social Media, Nima Yahyapour Jalali
Theses and Dissertations
Social networks have emerged as an important channel for brands to communicate with customers both directly as well as secondarily through customers who share the communications with others. A value of this channel to brands, therefore, depends on how effective they are in increasing the retransmission of their messages by customers. This is the issue that we investigate through three essays using the social media site Twitter as our research setting. Our investigation is based on the theory that retweeting is a choice made by consumers who rely on constructive preferences (Bettman, Luce and Payne 1998) while seeking three intangible …
Succeeding In Extremely Competitive Markets: Insights From The Mobile Appmarket, Ruijiao Guo
Succeeding In Extremely Competitive Markets: Insights From The Mobile Appmarket, Ruijiao Guo
Theses and Dissertations
Some products and services today compete against hundreds or thousands of competitors. Faced with so much competition, developers offer their products and services for free, or at a very low price, to those who are interested in the hope of attracting a large group of users. We label such markets where producers give products away for free or charge a nominal price as extremely competitive markets. Businesses competing in extremely competitive markets need insights regarding how they can increase the interest in, and use of, their products by potential customers. Unfortunately, the literature provides few such insights. This is the …
"Be A Sturdy Oak:" The Art Of Manliness And Rebranding Masculinity In 21st Century America, Leslie J. Peckham
"Be A Sturdy Oak:" The Art Of Manliness And Rebranding Masculinity In 21st Century America, Leslie J. Peckham
Theses and Dissertations
This thesis presents the ways the blog, The Art of Manliness, negotiates a rebranding of masculinity through nostalgia-based marketing initiatives and individualistic language and perspectives. This blog, dedicated to the self-improvement of the modern man, relies on “intentionality” and makes room for both traditional forms of masculine consumption and progressive masculine domesticity. The thesis begins by illustrating the ways marketing initiatives have had a hand in creating masculinity and the ways society has adopted or rejected these representations. It goes on to discuss how a contemporary blog on masculinity, The Art of Manliness, has incorporated some of these marketing techniques …
A Web Personalization Artifact For Utility-Sensitive Review Analysis, Long Flory Mrs.
A Web Personalization Artifact For Utility-Sensitive Review Analysis, Long Flory Mrs.
Theses and Dissertations
Online customer reviews are web content voluntarily posted by the users of a product (e.g. camera) or service (e.g. hotel) to express their opinions about the product or service. Online reviews are important resources for businesses and consumers. This dissertation focuses on the important consumer concern of review utility, i.e., the helpfulness or usefulness of online reviews to inform consumer purchase decisions. Review utility concerns consumers since not all online reviews are useful or helpful. And, the quantity of the online reviews of a product/service tends to be very large. Manual assessment of review utility is not only time consuming …