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Full-Text Articles in Business
Financial Market Implications Of Marketing Actions And The Disclosure Of Marketing Information, Sungkyun Moon
Financial Market Implications Of Marketing Actions And The Disclosure Of Marketing Information, Sungkyun Moon
Dissertations and Theses Collection (Open Access)
This dissertation contributes to marketing literature by examining the effects of marketing actions and the disclosure of marketing information through the financial market perspective that has high managerial relevance and policy implications. Specifically, the first essay provides the first empirical examination of the effects of the disclosure of advertising spending on investors’ and analysts’ uncertainty. It is responsive to calls by Marketing Science Institute and Marketing Accountability Standard Board to examine the consequences of disclosure of marketing metrics. The second essay examines the effect of advertising spending on firm value and explores firm and market level contingency effects. By doing …
Keeping Social Media Influencers Influential: Preserving Perceptions Of Authenticity While Brand Dropping, Cassandra Miriam Ditt
Keeping Social Media Influencers Influential: Preserving Perceptions Of Authenticity While Brand Dropping, Cassandra Miriam Ditt
Doctoral Dissertations
Marketers’ use of social media influencers (SMIs)—individuals who use various social media channels to discuss a particular topic (e.g., fashion, health) or offer entertainment (e.g., comedy) and, in doing so, attract followers—to promote products, known as “influencer marketing,” is a widely employed and effective strategic tool (Linqia 2018). In fact, SMIs, who can be conceptualized as human brands (Thompson 2006), have a greater audience reach and dialogue generation compared to that of celebrities (Crimson Hexagon 2015). Further, consumers perceive SMIs’ content as trustworthy (Scott 2015), which is likely due to them being perceived as highly authentic. According to Audrezet, de …
Once Upon A Team: The Impact Of Personal Storytelling Types On Desire To Collaborate, Matt Ebeling
Once Upon A Team: The Impact Of Personal Storytelling Types On Desire To Collaborate, Matt Ebeling
Theses and Dissertations
Personal story disclosure supports the development of interpersonal relationships through the building of trust and feelings of closeness. In organizational teams, trust is key to the promotion of cooperative behaviors and team performance, and collaboration within a team and across teams becomes exceedingly important as organizations grow and increase in complexity. The purpose of this study was to explore the impact of specific types of personal storytelling on a person's desire to collaborate with others in the workplace. I conclude that the following characteristics of personal story sharing by co-workers have a positive impact on desire to collaborate with the …