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Full-Text Articles in Business
The Psychological Motivations Of Attendees To Engage And Share Their Event Experiences, Denise Matoushek
The Psychological Motivations Of Attendees To Engage And Share Their Event Experiences, Denise Matoushek
Theses
Social media usage, content creation and consumption has increased steadily throughout the years. This facet has impacted the event industry and their audiences’ expectations of immersive and high-end digital opportunities with the goal of memory capturing and user generated content. In addition to providing digital event opportunities, meeting audiences on their psychological level when in attendance at events heightens the likelihood of revisits, word-of-mouth, and social media sharing. The two main psychological aspects to study are that of belonging and internal motivation. In the event field, belonging is the feeling or association to a community of peers and internal motivation …
Analyzing The Effect Of Sponsorship Disclosure On Social Media Influencer Contribution To Engagement In The Test And Measurement Industry, Todd B. Baker
Doctor of Business Administration (DBA)
Audiences are consuming digital content at an increasing rate, and they use social media as a substantial source of information on products and services. Businesses are leveraging influencer marketing to reach their audiences and create a pre-disposition to buy from their brands represented by these social media influencers. Marketers are likely to increase their investments in social media by 53.6% in the coming five years, placing greater attention on this topic for many business executives (Moorman, 2021). This quantitative study explored the varying forms of sponsorship disclosure cues and their effect on engagement rates for different influencer types in the …
An Analysis Of Tiktok's Digital Marketing Capabilities And Its Effectiveness For Brands And Businesses Across Different Industries, Katherine Jacome Guerrero
An Analysis Of Tiktok's Digital Marketing Capabilities And Its Effectiveness For Brands And Businesses Across Different Industries, Katherine Jacome Guerrero
Theses
TikTok, a video-sharing social media site, has become one of the most popular platforms among digital natives. As a result of evolving globalization trends and unprecedented social changes, this platform has rapidly grown in popularity since its debut in 2016. TikTok has established an ideal setting to boost engagement by fostering a repetitive logic and enabling everyone around the globe to easily create and consume short videos. Although TikTok has capabilities similar to those found on other more established platforms, it has a distinct framework and platform culture refined by its predictive algorithm and user-friendly content interface. For this study, …
Sophisticated Vs. Rugged: Examining Gendered Brand Communication Styles And Social Media Engagement, Joanne T. Cao, Jamye Foster, Gallayanee S. Yaoyuneyong, Lacey K. Wallace
Sophisticated Vs. Rugged: Examining Gendered Brand Communication Styles And Social Media Engagement, Joanne T. Cao, Jamye Foster, Gallayanee S. Yaoyuneyong, Lacey K. Wallace
Journal of Applied Marketing Theory
Advertising and marketing managers understand that not all brands need to be on social media, but what is not clearly understood is consumers’ engagement expectations for brands that are on social media. Therefore, this study investigates the impact of brand personality, specifically sophisticated and rugged brands, and gendered communication styles on consumers’ expectations of social media engagement. A scenario-based experiment is performed to test the hypotheses using a mock brand. The main study consisted of a Qualtrics consumer panel, and a MANOVA was utilized to examine three components of social media engagement (consumption, contribution, and creation) on the two brand …