Business Commons^™

Pengaruh Customer Engagement Di Media Sosial Terhadap Brand Intimacy Pada Produk Fashion Lokal Indonesia, Classica Harsya Nawastha, Yeshika Alversia

Jurnal Manajemen dan Usahawan Indonesia

The fashion industry is one of the industries that is constantly expanding and Indonesia is the ninth largest contributor globally. Domestic growth of the fashion industry is supported by the campaign to love local products. Local fashion brands utilize the social media as a channel to communicate directly with their customers to develop a strong customer engagement. Therefore, it is important to know which factors influenced customer engagement, such as advice seeking, self image expression, and fashion involvement. Moreover, customer engagement also plays a role in the formation of brand intimacy. This study develops customer engagement as a second-order construct …

The Effect Of Social Networks Advertisements On Egyptian Consumers’ Purchase Behaviour, Madiha Metawie, Rasha Hussien Mostafa Faculty Of Commerce

Business Administration

The purpose of this study is to examine the effects of perceived advertising value of Social Networks adverts (SN ads) on Egyptian consumers’ purchasing behaviour. The researchers based their study on Ducoffe (1996) Advertising Value Model that includes informativeness, entertainment, credibility, and irritation, in addition to materialism and peer influence. Data were obtained from 375 Egyptian respondents. Structural Equation Modelling was applied to examine the research hypotheses. The results supported the positive mediating effect of attitude towards SN ads and purchase intention on the relationship between informativeness, entertainment, irritation, materialism and peer influence on consumers purchasing behaviour. Yet, SN ads …

Final Report: Marketing Internships With Connected, Hadi Kiani

SASAH 4th Year Capstone and Other Projects: Publications

Working as the Marketing Coordinator Intern for a tech start-up was an amazing experience. I conducted competitor research, ghostwrote blog posts, ran social media, and aided in a complete company rebrand. Connected is a software product development firm. They partner with ambitious organizations to deliver on the potential of software-powered products. Joining the company halfway through their rebrand, I was immediately thrown into the deep end. Fortunately, I was able to leverage the research and communication skills I had honed through SASAH and translate them into successful contributions. Nevertheless, I had to learn a lot about industry standards, tech jargon, …

The 1st Disrupting Thinking Research Conference Presentation Tu Dublin - An Investigation Of The Personality Traits That Could Identify Vulnerable Young People Who Will Be Susceptible To Undue Influence By Social Media Influencers (Smis), Charles Alves De Castro, Aiden Carthy Dr

Other Resources

This study aims to further the overall understanding of Social Media Influencers (SMIs) and to specifically predict who will be susceptible to influence by them. The main objective of this research relies on to determine whether there is a specific personality profile that predisposes young people to undue influence by social media influencers. Based on previous research published by the journal Frontiers in Psychology titled “The Role of Social Media Influencers in the Lives of Children and Adolescents ¹”, a list of potentially harmful content will be compiled. Participants (N=40) in phase one will then be given …

The 11th Annual Graduate Research Symposium 2020 Presentation Tu Dublin - An Investigation Of The Personality Traits That Could Identify Vulnerable Young People Who Will Be Susceptible To Undue Influence By Social Media Influencers (Smis), Charles Alves De Castro, Aiden Carthy Dr

Other Resources

This study aims to further the overall understanding of Social Media Influencers (SMIs) and to specifically predict who will be susceptible to influence by them. The main objective of this research relies on to determine whether there is a specific personality profile that predisposes young people to undue influence by social media influencers. Based on previous research published by the journal Frontiers in Psychology titled “The Role of Social Media Influencers in the Lives of Children and Adolescents ¹”, a list of potentially harmful content will be compiled. Participants (N=40) in phase one will then be given …

The Impact Of Fake News On Company Value: Evidence From Tesla And Galena Biopharma, David D. Parsons

Chancellor’s Honors Program Projects

No abstract provided.

An Exploration Of Rural Small Business Owners Experience With Internet Marketing, Veronica Monique Triplett

Doctoral Dissertations and Projects

This qualitative case study explored how rural small business owners make decisions about using internet marketing as a strategy. To understand the small business owner’s experiences, this study uncovered relevant factors influencing the business owner’s during the decision-making process. The general problem to be addressed is the lack of internet marketing used by small business owners. The project focused on rural small business owners in Sumter and Marengo counties in Alabama, to gain their perspective on internet marketing, the impact that a failure to use internet marketing have on their businesses, and the specific factors that influence them not to …

An Analysis Of Sustainable Marketing And How Is Managed Through Social Media Platforms., Luis Eduardo Medina Zambrano

Business ETD Collections

This paper provides the analysis of sustainable marketing and how is managed through social platforms. Globalization and the rise of the digital era have allowed companies to put more effort in their sustainability practices. Therefore, it is important to know that consumers are smarter more demanding, thus, brands a creating relevant content to share their corporate share values.

The data has been gathered from number of website’s articles, previous studies, books and videos. The current study has been an attempted to build knowledge and to understand the importance of how sustainable brands such as Weleda, Patagonia, Whole foods, McDonalds, Alo …

How Patagonia Apply Triple Bottom Line In Their Marketing Strategy., Paolo Pena Lozada

Business ETD Collections

A sustainable business model generates competitive advantages through the incorporation of values and mission at social media platforms, especially in the clothing sector which is the second most pullulated in the world, by changing business supply chain can impacted environmental positively to save the planet. This case study examines how Patagonia apply triple bottom line in its marketing strategy, by analysing how having an ethical awareness drives brand engagement and the evaluation of the most appropriate Patagonia social media platform (YouTube, Facebook and Instagram) from driving the sustainability. The findings of both questions will lead to building hypothesis regarding if …

Using Social Media To Enhance Customer Service: A Study Of Independent Day Spas In Phoenix, Arizona, Krista Fabrick

Doctoral Dissertations and Projects

Social media customer service is becoming increasingly crucial for businesses, and many small businesses struggle in this area. This qualitative study explored how independent day spas use Facebook and Instagram for customer service and their effectiveness on these platforms. The participants included ten small, independent days spas in the Phoenix, Arizona, areas with ten or fewer employees, have less than $1,500,000 in annual revenue, and have a presence on Facebook and Instagram. Four common themes arose from this research. First, day spa owners/managers generally have at least a basic knowledge of Facebook and Instagram. Second, owners/managers are typically the ones …

Fixing Social Media: Toward A Democratic Digital Commons, Michael Kwet

Markets, Globalization & Development Review

In the past few years, big Social Media networks like Facebook, Twitter, and YouTube have received intense scrutiny from the intellectual classes. This article critiques the dominant strain of criticism, the neo-Brandeisian School of antitrust, for its narrow focus on “regulated competition” as an appropriate means to “fix social media”. This essay calls for a socialist alternative: a democratic social media commons based on free and open source technology, decentralization, and democratic socialist legal solutions. It reviews how existing solutions like the Fediverse and LibreSocial work, and how they may provide answers for a better way forward.

Discretionary Dissemination On Twitter, Richard M. Crowley, Wenli Huang, Hai Lu

Research Collection School Of Accountancy

Using an unsupervised machine learning approach to analyze 12.8 million tweets posted by S&P 1500 firms from 2012 to 2016, we find that firms tweet more financial information around significantly negative or positive earnings announcements or accounting filings. Specifically, we observe a symmetric U-shaped relation between the number of financial tweets and the materiality of accounting information events. This relation is consistent with the theoretical prediction in Hummel et al. (2018) which assumes that managers are sensitive to their firm’s fundamental value. We document that this relation also holds for hyperlink usage in tweets about financial information around important events, …

Structuring The Social Media Assessment During The Hiring Process, Jake Harrison, Christopher Hartwell

Curiosity

Social media assessments (SMAs) are becoming a common practice during the hiring process, but little research existing that examines how to best structure SMAs. Drawing from Campion et al.’s (1997) components of interview structure and including additional components specific to the SMA procedure, a framework of eight components of SMA structure that should be considered when conducting SMAs in research and/or practice has been developed. Those components include (1) job-related specificity, (2) procedural consistency, (3) measurements used, (4) documentation, (5) assessor training, (6) separate rater(s) than decision maker(s), (7) informed consent, and (8) notification of results. We define each of …

The Legal And Ethical Considerations Of Using Social Media In The Recruiting And Hiring Stages Of Employment, Bruce Haller, Daniel R. Ball

Faculty Works: Business (1973-2022)

The use of social media in the recruiting and hiring process raises both legal and ethical considerations for employers. According to a 2018 survey, 70% of employers use social media to screen candidates during the employment process and 48% use social media to check on current employees (CareerBuilder, 2018). The obvious potential for abuse has generated legislative action, ethical debate, and an extensive search for best practices. This paper will examine the current legal parameters of the use of social media at the recruitment and selection process stages of employment. The ethics and appropriate ethical considerations of social media as …

Arbor Day Foundation Consultation, Frances Munro, Drew Spadaro, Trevor Lockard, Mason Smalley, Leigh Hanson, Demi Van Reeuwijk

Honors Theses

Over the past 4 months, our team at the University of Nebraska-Lincoln Business Honors Academy has been working directly with Nebraska’s own, Arbor Day Foundation, or Arbor Day, in hopes of applying our skill sets and mindsets to solve a pressing problem Arbor Day currently faces. We have been tasked with the challenge of identifying creative, scalable, and profitable new business ventures for Arbor Day that will aid the generation of new revenue sources. With these sources of revenue, Arbor Day desires to further inspire people to plant, nurture, and celebrate trees and in turn solve some of the …

Emotional Engagement Of Consumers: A Case Study Between Peloton And Classpass And Their Differences In Branding Initiatives On The Facebook Platform, Meredith Stephens

Honors College

This thesis investigates two companies whose products offerings are alike, yet their branding via the Facebook platform is different. Throughout this thesis, there will be research gathered from organic Facebook posts between the two companies’ brand pages on the Facebook Platform. The research consists of total reactions as well as comments on a per post basis for various posts throughout September of 2018 and 2019. The raw data that this thesis will be using will be positive emotionality scores from LIWC1 (after comments are entered and run through the software) as well as the total number of reactions (likes, loves, …

Social Media As A Personal Branding Tool: A Qualitative Study Of Student-Athletes’ Perceptions And Behaviors, Jin Park, Antonio Williams, Sungwook Son

Journal of Athlete Development and Experience

While previous research focused on social media and student-athletes, there is a lack of knowledge about positive functions of social media use for student-athletes, especially personal branding purposes. Thus, this study aimed to explore how student-athletes perceive and use social media for personal branding purposes. A total of 11 student-athletes at a Division I university participated in semi-structured interviews. Considering the exploratory nature of the study, a qualitative inquiry and a phenomenology approach were employed to grasp an overall understanding of student-athletes’ personal branding via social media. The self-presentation theory was adopted to help understand student-athletes’ use of social media. …

How College Departments Can Use Inbound Digital-Content Marketing To Effectively Recruit Students: Exploratory Research, Preliminary Recommendations, And Unanswered Questions, Julie M. Pharr

Atlantic Marketing Association Proceedings

No abstract provided.

The Influence Of Social Media On Perceptions Of Political Authenticity, Kirsten Passyn

Atlantic Marketing Association Proceedings

No abstract provided.

The Brand Axis: Strategic Impacts Of Loyalty And Engagement Within The Social Media Magnet Theory, Kyle A. Huggins, J. Elliott Cunningham

Association of Marketing Theory and Practice Proceedings 2020

The Social Media Magnet is presented as a new pedagogy for organic, inbound marketing instruction. This methodology has now been deployed for the last four years across multiple universities combining a digital online delivery system with a new theory and a live online practicum to teach college students both strategic and tactical planning for inbound marketing campaigns. Using live website creation, social media planning tools, and email retention campaigns, students using this pedagogy learn the best practices for inbound marketing. This is not a simulation, but a live practicum that teaches students real-time inbound marketing principles. This paper recaps the …

Early-Career Professional Athletes, Social Media Marketing, And Sponsorship, Nichada Satasuk, Gallayanee Yaoyuneyong

Association of Marketing Theory and Practice Proceedings 2020

The sports marketing industry has changed in the new era of easy internet access and ubiquitous mobile devices. Sports marketers are beginning to use social media platforms, such as Facebook, YouTube, Twitter, and Instagram, to promote their brands and to connect with fans. In addition, legislative trends and announcements by the NFL and NCAA show that individual athletes, early in their professional careers (at the college level), will be able to profit from their names, images, and likenesses. While research into social media marketing by sports brands is existent and growing, most studies are concerned with the strategies and impacts …

Happy Analysts, Ole-Kristian Hope, Congcong Li, An-Ping Lin, Maryjane Rabier

Research Collection School Of Accountancy

This paper is the first to investigate the role of work-life balance in financial analysts’ performance and career advancement. Using a large sample of Glassdoor reviews by financial analysts, we find a significant non-linear relation between work-life balance satisfaction and analyst performance and analyst career advancement. Specifically, when work-life balance satisfaction is relatively low, an increase in work-life balance is associated with better analyst performance and career advancement; however, when perceived work-life balance is already high, a further increase in work-life balance is associated with worse analyst performance and career advancement.

Social Media Influencers List: The Normal Brand, John Hadley

2020 Academic Exhibition

For my capstone/internship, I was tasked with finding 100 social media influencers that matched the aesthetic, style, and image of the Normal Brand. From there, I picked a top 20 and then curated "care packages" with merchandise for each specific influencer. This project was a way of branching out and marketing to new costumers. Attached is the top 100 list as well as the boxes used.

E-Commerce Strategies Small And Medium Enterprises Use To Market Products In Ghana, Joseph Kwaku Amaglo

Walden Dissertations and Doctoral Studies

Small and medium enterprise (SME) business owners face challenges in adopting e-commerce strategies to market products. By utilizing e-commerce technology and tools, SME business owners could reach more customers and improve their business performance. Grounded in the technology acceptance model, the purpose of this qualitative multiple case study was to explore the strategies some SME business owners in the furniture industry used to adopt e-commerce to market products in Ghana. The participants comprised 5 SME business owners from 5 different furniture firms in Ghana who adopted e-commerce strategies to market products. Sources of data included semi-structured interviews, interview notes, and …

Strategies To Mitigate Negative Social Media Communications In Collegiate Athletics, Jennifer A. Parks

Walden Dissertations and Doctoral Studies

Harmful social media communications in collegiate athletics are challenging, compelling athletic administrators to implement strategies to mitigate costly damage to the university. Grounded in framing theory, the purpose of this qualitative multiple case study was to explore strategies some collegiate athletic administrators use to mitigate negative social media communications by their student-athletes and coaches that may cause problems resulting in reputational damage to the brand, negative publicity, financial loss, sanctions, and fines for the university or college. Participants were 4 collegiate athletic administrators located in the southeastern United States, who had a social media policy and strategies to successfully mitigate …

Just Post It: A Critical Discourse Analysis On Nike’S Instagram, Jillian Cataldo

Honors Theses and Capstones

No abstract provided.

Analyzing The Social Media Presence Of Nike, Adidas, And New Balance Using Social Listening, Sean P. Fontaine

Honors Theses and Capstones

No abstract provided.