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Full-Text Articles in Business
A Calculated Model Of Linkedin Feature Usage Across Organizational Types: Large, Small, And Non-Profits, Joe Spencer, Lisa Witzig, Marcella Gallegos
A Calculated Model Of Linkedin Feature Usage Across Organizational Types: Large, Small, And Non-Profits, Joe Spencer, Lisa Witzig, Marcella Gallegos
Association of Marketing Theory and Practice Proceedings 2013
Intensity of LinkedIn usage is examined by business type: Fortune 200, INC 200, and Fortune 200 Non-profit. The study of approximately 600 organizations finds, contrary to expectations, that non-profits and small businesses utilize the features of LinkedIn significantly less in intensity than large businesses. An eleven factor intensity model is presented and tested to evaluate intensity of usage among the three study groups. This study concludes that SMBs and non-profits need to better utilize the features of LinkedIn to better enable their organizational goals.
Good Media Mix Strategies For Bad Times: Sequencing Optimizes, Marsha Loda, Barbara Carrick Coleman
Good Media Mix Strategies For Bad Times: Sequencing Optimizes, Marsha Loda, Barbara Carrick Coleman
Association of Marketing Theory and Practice Proceedings 2013
This paper summarizes an experiment which compares three commonly used marketing elements: advertising, Internet websites, and publicity. These elements are rated on two dependent variables: message acceptance (credibility and message strength), and message response (attitude and purchase intent). Direct effects of each variable are examined. Sequencing effects are also examined to see if it matters in what order potential customers encounter the marketing message. Results indicate that a website, used alone, can make a significant difference in message strength. However, to impact purchase intent, a multimedia campaign is necessary. The current study extends the authors’ 2005 research comparing only advertising …
Model Size In Magazine Advertising And Body Esteem Among Female College Students: The Moderating Role Of Bmi, James A. Roberts, Chloe' A. Roberts
Model Size In Magazine Advertising And Body Esteem Among Female College Students: The Moderating Role Of Bmi, James A. Roberts, Chloe' A. Roberts
Association of Marketing Theory and Practice Proceedings 2013
Weight and body concerns have reached epidemic proportions among female college students. Such high levels of body dissatisfaction can lead to disastrous results. Since the mass media is considered an important purveyor of the thin ideal, the present study investigated the impact model size in magazine advertising has on the body esteem of female college students. Because it is unlikely that all women will respond similarly to the models depicted in such ads, the present study tested the potentially moderating role of Body Mass Index (BMI) on the model size – body esteem relationship. As hypothesized, subject BMI did moderate …