Advertising and Promotion Management Commons^™

More Than Just A Tie: The Role Of Content And Context In Firm Alliance Networks, Holly Loncarich

Graduate Theses and Dissertations

Researchers often rely on social network theory to understand both the structural antecedents and outcomes of strategic alliances. However, many alliance studies only emphasize the existence of a tie and rarely theorize further about their efficacy. This failure to consider the role and variation of content in alliance ties (e.g. resource commitment, trust, information exchange) may hinder the application of various network theories at the interorganizational level. Further, interorganizational network studies have largely neglected the role of the external environment, or context, in interfirm collaboration and often fail to consider how the external environment shapes firm network actions and outcomes. …

Market To Me: A Case Study On The Marketing Efforts Of Salesforce Software Company, Marissa Adrianna Spiess Espinola

Experience Industry Management

Social media platforms constitute outstanding channels for fostering relationships with consumers. Recently, there has been a drastic shift towards social media marketing and away from traditional marketing. Marketers are beginning to understand the importance of social media opportunity and are implementing social media marketing strategies and initiatives into companywide marketing practices. Companies cannot afford to lack presence on social media, as competitors could outpace them with marketing efforts of products and services to the public. Social media has become a necessary tool when marketing and advertising. The purpose of this study was to examine social media marketing practices of Salesforce …

Serena, Inc.: Using Instagram To Build Brand Equity After A Crisis, Frauke Hachtmann

College of Journalism and Mass Communications: Faculty Publications

Serena Williams is one of the most successful athletes of all time. In addition to dominating the professional tennis circuit for decades, she has also built a massive business empire while becoming a first-time mother and wife. During this time of transition, Williams experienced a significant crisis moment during the 2018 US Open. Williams did not publicly acknowledge or apologise for the crisis and instead focused on a new sense of direction after living through the experience, much of which is documented and promoted on her Instagram account. This exploratory case study focuses on Serena Williams’s use of Instagram as …

The Portrayal And Reception Of Multiracial Couples And Families In Advertisements, Kiran A. Chand

Student Theses and Dissertations

The goal of the research conducted here is to see the candid ways in which the American people react to the existence of multiracial couples and families. As these families are becoming more commonplace within the population and large companies such as Nestlé, Toyota, Expedia, Progressive, and General Mills have taken note of this. Instead of portraying the typical nuclear family as a backdrop for their products, companies are now demonstrating how their products are part of the everyday life of any and every American by depicting unions amongst white, black, Hispanic, and Asian partners. This normalization is due to …

Go Green: Make Green, Sam Montague

Marriott Student Review

While cost might seem like an obstacle to some, adopting sustainable practices can turn out to be profitable for most companies. Recent research find positive correlation between business efforts and the consumer response, showcase direct benefits to the business, and provide suggestions to put the findings into practice.

Techy, Classy, And Social: Electric Vehicles And Brand Communication On Twitter, Marilena Olguta (Olga) Vilceanu, Kailey Bertelson, Rhianna Davis

AMTP Proceedings 2020

This study explored brand communication and audience engagement metrics for automakers selling electrified vehicle models in the U.S. The dataset included all Twitter communication from 27 major brand accounts during a one-year period (July 2018 through June 2019). Data analysis focused on communication volume, explicit saturation, and discourse clustering around key themes and variables. The study found abysmal amounts of EV-category explicit terminology for all brands, particularly so for U.S. accounts. Audience engagement was stronger for brands that pulled EVs into the lifestyle of their targets, than for brands pushing normative messages about environmental concerns.

The Impact Of Responsible Leadership (Rl) On Responsible Employee (Re): The Mediating Role Of Sustainable Leadership (Sl), Safaa Shaaban

Business Administration

Business leaders are facing an uncertain issue regarding what extent their actions and decisions are responsible for the sustainable development supported by Responsible Employees. Although, several papers are discussing the concept of Responsible Leadership (RL) and Sustainable Leadership (SL). However, there is still an important missing element connected to these two leadership approaches which are Responsible Employee/s (RE). The purpose of this paper is to explore how Responsible Leadership and Sustainable Leadership affect Responsible Employees (RE). The study will examine the impact of two leadership approaches on RE. A sample of 250 employees and future leaders’ positions working in the …

College Of Business Dean's Report: 2019-2020, Ryan Butt

College of Business Dean’s Reports

No abstract provided.

A Proposal Digital Marketing Strategy For Marcheluzzo Srl: Training And Evaluating A Prediction Model For The Number Of Adv. Impressions, Charles Alves De Castro

Articles

This research aims to describe a digital marketing strategy elaborated to be deployed in the MarcheluzzoSrl Company located in Italy. In addition, it intends to give a wide range of information to the company about its customers, target, competitors, market, digital marketing strategy, and potential recommendations. It is also important to highlight that this strategy is focused on the Brazilian market. Most of the information collected for the situational analysis and many other components for this research were gathered through the author`s perception during his internship in the company. The methodology includes secondary data collected through field observation in the …

Ensuring Brand Activism In Integrated Marketing Communications Campaigns Resonates With Millennial Consumers, Anna Hermann

Honors Theses

The purpose of this thesis is to determine how consumers, specifically in the millennial generation, perceive brand activism. Additionally, the study will give recommendations to marketing and public relations professionals creating activist-minded marketing campaigns. As brand activism can be incredibly divisive and controversial, this research is essential in order to understand how best to resonate with, instead of alienate, millennial consumers. The aim of the thesis is to answer the following research questions: (1) How do millennial consumers perceive brands that engage in brand activism and (2) How can marketing and public relations professionals ensure brand activism resonates with millennial …

What Consumers Don’T Know They’Re Giving Away (Data And Privacy Concerns), Bayleigh Reeves

Marketing Undergraduate Honors Theses

The modern world leverages technology and information captured by it in ways the inventors of these technologies likely never imagined. Phones and other devices are gathering information about consumers in the background when they do not even realize it. Pew Research Center found that about 77% of Americans own a smartphone and 88% use the internet. This mass access to technology and information tracking raises many privacy concerns. Basic demographic information is being tracked as well as more in-depth information like shopping tendencies, financial information, and information about known associates. While most of this data is being used for marketing …

Global Public Relations And Multinational Corporations: The Influence Of Culture On Public’S Reactions To H&M, Dove, And Nivea’S Media Campaigns In The United States And Nigeria, Olayinka Makanjuola

Electronic Theses and Dissertations

This study examined the significant impact of culture on global public relations practices using a case study analysis of Dove, H&M, and Nivea’s media campaigns between 2017 and 2019. The analysis was carried out through a structural comparison between the public’s reaction from the United States and Nigeria. Cultural variations between the two countries were examined, and how the variations impact GPR practices were explored. Social judgment theory, apologia, and image restoration theory were used as the theoretical frameworks alongside Hofstede’s cultural dimensions. This study demonstrates that understanding cultural dimensions as it applies to diverse countries operating in the global …

Collegiate Dance Club Marketing Plan, Aubrie Malhoit

Honors Theses

The objective of this thesis is to develop a marketing plan to support the creation and implementation of a new dance club at Western Michigan University (WMU). A situational analysis was conducted that established that there are currently no dance-related opportunities on campus that offers a low time commitment and multiple styles of dance for all skill levels of dancers. Based on primary research, this marketing plan outlines a strategy for the inauguration of a dance club that encompasses what current dance-related activities at WMU are lacking and incorporates the features students are looking for in a new dance club. …

2020 Ijbe Front Matter

International Journal for Business Education

1. Editorial Board
2. Letter from International President
3. SIEC-ISBE International

When And How Frontline Service Employee Authenticity Influences Purchase Intentions, Lynn Matthews, Meike Eilert, Les Carlson, James W. Gentry

Department of Marketing: Faculty Publications

In this manuscript, we investigate the central role of perceived frontline service employee (FSE) authenticity and the process by which it impacts purchase intentions, taking into account the represented brand's authenticity. While brand authenticity has previously been shown to enhance consumer outcomes, we find that FSE authenticity is a separate significant predictor of purchase intentions. Further, we find that FSE authenticity enhances purchase intentions by increasing perceived trust and perceived quality. However, this finding only holds for brands that do not emphasize their authenticity, indicating that brand managers should differentially emphasize FSE authenticity based on their brand's positioning. Furthermore, we …

Parent/Guardian Experience: How Schools Can Improve The Parent Experience And How That Leads To Positive Outcomes., Wesley H. Walters

National Youth Advocacy & Resilience Conference

Parent/Guardian eXperience: How creating an awesome Parent/guardian experience can lead to increased parent participation, and how parent participation leads to success of the student & the overall success of the school. The goal of this presentation is to engage parents in their child’s school experience by building a genuine connection with the school and a positive parent experience.

Exploring Csr Communication On Twitter, Terry Damron, Lindsey Batts

Atlantic Marketing Association Proceedings

No abstract provided.

The Impact Of Social Media Power On Consumer Attitudes Toward The Brand: The Mediating/Moderating Role Of Social Media Source Credibility, Lubna Nafees, Christy M. Cook

Atlantic Marketing Association Proceedings

No abstract provided.

A Study Of Factors Influencing The Online Purchasing Intention Toward Online Shopping In Thailand, Howard W. Combs

Atlantic Marketing Association Proceedings

No abstract provided.

Ethical Purchasing Dissonance: Antecedents And Coping Behaviors, Tim Reilly, Amit Saini, Jenifer Skiba

Department of Marketing: Faculty Publications

The pressure of oversight and scrutiny in the business-to-business purchasing process has the potential to cause psychological distress in purchasing professionals, giving rise to apprehensions about being ethically inappropriate. Utilizing depth interviews with public sector purchasing professionals in a phenomenological approach, the authors develop the notion of ethical purchasing dissonance to explain the psychological distress. An inductively derived conceptual framework is presented for ethical purchasing dissonance that explores its potential antecedents and consequences; illustrative propositions are presented, and managerial implications are discussed.

The Impact Of The Social Media Influencer Power On Consumer Attitudes Toward The Brand: The Mediating/Moderating Role Of Social Media Influencer Source Credibility, Lubna Nafees, Christy M. Cook, James E. Stoddard

Atlantic Marketing Journal

This paper presents a conceptual model of the impact of social media influencer power on consumer attitudes toward a brand. The research uses naïve theories of social influence, consumer socialization theory and market signaling theory to support the contention that social media influencer power will impact consumer brand attitudes. However, the impact of the social media influencer power on consumer brand attitudes is posited to be mediated and/or moderated by the social media influencer source credibility. In turn, the social media influencer source credibility is modeled as being positively related to the social media influencer’s expertise/competence with respect to the …

Beneficiary Foci Types And Performance Appeals In Green Advertising, Dooyoung Choi, Ha Kyung Lee

STEMPS Faculty Publications

In green advertising, the message focus is often associated with one of two benefits: the self-benefit focus and the other-benefit focus. However, determining which of the two benefit foci is more effective in generating positive consumer responses is still debatable. To explain the complexity of the mixed findings, we have explored advertising appeals that influence the perception of the environmental performance of the product, or green performance perception. Specifically, we have examined the self- and other-benefit types with three performance-based appeals (before, after, and before–after appeals) in relation to perceived green performance and brand attitudes. A 2 × 3 ANOVA …

Customer Service Challenges In Omni-Channel Retailing—An Exploratory Study Of Vague Language In Retailer Customer Service Policies, Terence L. Holmes, Edward C. Brewer

Atlantic Marketing Journal

Retailers are interacting with customers via an ever-increasing number of touchpoints. The addition of social media and mobile devices to the traditional physical and virtual retail platforms has created an evolving consumer practice of using several such "touchpoints" in the course of a single purchase (the "omni-channel”). The difficulty of providing high levels of customer service has increased with the necessity of managing multiple channels under the retailer’s control and coordinating formally or informally with touchpoints not directly within the retailer’s own operations. Multiple sources of potentially conflicting information (e.g., order fulfillment) can lead to miscommunication, and thus poor service …

An Analysis Of Millennials And Their Interactions With Financial Institutions, Fallon Endsley, Lucy Matthews, Cheryl Ward

Atlantic Marketing Journal

As the largest generational cohort since the Baby Boomers of the mid-20^th century, Millennials hold significant power over the future. This is especially true in business; therefore, consideration of the environment and the target market should be lucrative. Millennials seem to fit this role more every year. This project investigates the Millennial age cohort and creates a social media portfolio to create a short social media campaign for Ascend Federal Credit Union to market their financial services and education to people ages 23 – 37. This project seeks to better understand how to utilize social media in a business …

Analysis Of Newspaper Headlines: A Case Of Two Tanzanian English Dailies, Erasmus Akiley Msuya

Journal of Humanities and Social Sciences

The current study analyses newspaper headlines in respect to three categories: international, local, and business news (irrespective of the geographical scope) of two English dailies: a government-owned Daily News, and a privately-owned The Guardian. The study sought to analyse newspaper headlines guided by semantic under-determinacy, an important theoretical framework in accounting for a balance between linguistic economy that characterises newspaper headlines and communicative precision. The data were collected via documentary review. The headlines were analysed under three categories: local, international, and business news that included local and international spectrums. A total of 2004 headlines were randomly selected for analysis: 1088 …

The Role Of Social Media And Social Networking As Marketing Delivery Systems For Preventive Health Care Information, Joe Cangelosi, David Kim, Ken Griffin, Ed Ranelli

Atlantic Marketing Journal

The use of social media and social networking (SM&N) is prevalent in health care. Through social media, individuals can access information to enhance their overall health and well-being. Given that prevention is crucial to a long healthy life, as well as restraining escalating health care costs, this study offers insights into the types of social media and networking platforms that health care consumers consider most important, especially with regard to obtaining Preventive Health Care Information (PHCI). Further, it goes on to identify the demographics of persons who consider social media and social networking platforms as most important. This research used …

The History And Evolution Of The Market For ‘Delebs’ (Dead Celebrities), Denver D'Rozario, Guang Yang

Atlantic Marketing Journal

In this paper, we survey the history behind the growing market for dead celebrities (‘Delebs’) in their role of creating secondary brand associations. According to some estimates, this market is now worth $2.25 billion in annual licensing and royalty revenues (CBC 2013). We begin, by defining key terms that are used in this market. Next, we do a survey and analysis of the major events that have given rise (intentionally or unintentionally) to this market. For ease of discussion, we discuss these historical events grouped by era. We follow this with a summary of the major events and trends that …

Online Advertising And Consumer Behavior In Tunisia, Rabeb Hamdi, Romdhane Khemakhem

Atlantic Marketing Journal

The aim of this study was to present new mediating and moderating variables in the relationship between online advertising and purchase intention as well as visiting the store. Therefore, a qualitative study of 17 Tunisian Internet users was conducted (semi-structured interview). Results showed that the lifestyle change and the disposition to visit the store are the mediating variables between these consequences and electronic advertising (purchase intention and visiting the store). Furthermore, the involvement with the product is the moderating variable between e-advertising and lifestyle change, including disposition to visit the store.

Character Content As An On Line Branding Strategy In Indonesia’S Fashion Creative Industri, Sri Dewi Setiawati 1, Asep Suryana 2, Dadang Sugiana 3, Centurion Chandratama Priyatna 4

Library Philosophy and Practice (e-journal)

The basic problems of SME actors are capital and marketing. the internet and social media have become widely used media in conducting marketing communication strategies. The problem is that there are still a few SME actors who can make optimal use of the internet and social media as a marketing communication strategy. most of the SME actors use influencer strategies from public figures at a high cost. This strategy is considered to be less effective, and burdensome to SME actors, who have problems with capital. Some of the SME actors have succeeded in developing marketing communication strategies by optimizing the …

The Art Of The Rebrand: Utilizing Strategic Communications To Obtain Employee Buy-In During A Rebrand, Samantha Azizo

Student Theses and Dissertations

The purpose of this study is to identify how organizations can effectively communicate with employees during a rebrand in order to obtain their acceptance of the changes, otherwise known as employee buy-in. Prior research has found that employee acceptance of a rebrand is a contributing factor towards a successful rebrand; however, prior research fails to determine how the rebrand can be best communicated to employees to obtain their buy-in. The research performed for the study took place in two parts. First, 142 online surveys probing employee and consumer perception about rebranding were performed. Secondly, three semi-structured interviews with professionals who …