Advertising and Promotion Management Commons^™

“Damn, You Reek Of Pr”: Anti-Establishment Rhetoric And Resistance To Advertising Within Science Fiction Film Discussions In The Reddit Movie Community, Bailey R. Tinsley

Honors Capstones

No abstract provided.

Ua12/2/1 Housing Guide, Wku Student Affairs

WKU Administration Documents

WKU campus newspaper reporting campus, athletic and Bowling Green, Kentucky news. This issue contains articles:

• Wysong, Morgan. Greek Hand-Me-Down Home – Cabell Castle, Phi Gamma Delta
• Norvell, Abbey. 3 Ways to Resolve Roommate Conflicts
• Wysong, Morgan. Décor Dupes
• Crawford, Ashlyn. House Hunting on the Hill
• Harper, Beckah. DIY Natural Cleaners
• Harper, Beckah. Becoming a Plant Parent
• Hughes, Gabe. What’s In Your Fridge?
• Brandt, Jess. What to Look for In a Lease
• Brandt, Jess. What Dorm Personality Are You? – McLean Hall, Hilltopper Hall, Minton Hall, Meredith Hall, Pearce-Ford Tower

Do Families That Tailgate Together Stay Together?, Meredith David, Luke C. Lorick

Atlantic Marketing Association Proceedings

No abstract provided.

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 …

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 …

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 …

Group Brands As An Innovative Pedagogical Tool: Using Marketing Theory In Real-World Collaborative Teaching, Cheryl A. Tokke

Atlantic Marketing Journal

This teaching and learning pedagogy paper demonstrates how group brands were used as interdisciplinary teaching tools in marketing, business, research, and social science classes by applying theories of branding, collaborative learning, affinity, and social identity in experiential learning. There were two primary reasons why this project was done. First, implementing a pedagogical tool would bring students together in a collaborative team over the period of a semester gaining a critically important business tool; the requirement of working in teams and networked relationships. Second, by enriching the curriculum of business marketing and social science courses through incorporating a semester long term-based …

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.

Islamic Expression On Instagram Social Media: Marketing Communication Strategies Equestrian And Archery Tourism In Indonesia, Elan Jaelani, Lukiati Komala Erdinaya, Rohanda Rohanda, Susie Perbawasari

Library Philosophy and Practice (e-journal)

This study aims to determine the use of symbols of Islamic expression on social media Instagram as a marketing communication strategy of Equestrian and Archery Tourism in Indonesia. This research was conducted using a qualitative approach to the content analysis conducted on three official Instagram social media accounts from the three most popular Equestrian and Archery Tourism destinations in Indonesia. The results showed that most uploads on the Instagram account of equestrian and archery tourism in Indonesia display symbols of Islamic expressions, such as on images, captions, and hashtags. This study also discusses the positive responses from Instagram users to …

Gender And Racial Diversity In Commercial Brands’ Advertising Images On Social Media, Jisun An, Haewoon Kwak

Research Collection School Of Computing and Information Systems

Gender and racial diversity in the mediated images from the media shape our perception of different demographic groups. In this work, we investigate gender and racial diversity of 85,957 advertising images shared by the 73 top international brands on Instagram and Facebook. We hope that our analyses give guidelines on how to build a fully automated watchdog for gender and racial diversity in online advertisements.

Caregiver Companion: A Service-Learning Initiative In Tippecanoe County, Danielle Auckley, Jack Harber

Purdue Journal of Service-Learning and International Engagement

In this paper, we share our reflection of our semester-long service learning and community engagement project in partnership with a local organization in Lafayette called Caregiver Companion. Caregiver Companion is a non-profit organization serving the elderly and disabled community in Tippecanoe County by providing companionship and respite breaks for overwhelmed caregivers. Our English 420 Business Writing class assisted Caregiver Companion on publicizing the organization to Purdue students as well as community members with digital communication materials. With a close partnership with the Caregiver Companion staff, we created materials such as newsletters, brochures, advertisements, and videos to bring their mission to …

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 …

Creative Innovation Online Relationship Marketing Islamic Fashion E-Commerce In Indonesia, Melly Maulin Purwaningwulan, Asep Suryana, Uud Wahyudin, Susanne Dida

Library Philosophy and Practice (e-journal)

This research aimed to in-depth analysis and provide solutions about the processes and forms of online relationship marketing e-commerce Islamic fashion. This study used qualitative approach with case study method. Evidence or data for research purposes came from documents, archival records, interviews, direct observation, participant observation, and physical devices. Data validity test conducted through several tests which included credibility, transferability, dependability, and confirmability test. Relationship marketing cannot be purely online, synergies between online and offline activities are needed to be more effective. Community has become the power of relationship marketing for Islamic fashion e-commerce in Indonesia. Programs conducted by community …

A Study Of Factors Affecting The Credibility Of Sponsored Posts Created By Instagram Influencers, Nakyung Lee

Student Theses and Dissertations

This study examined how source expertise, objective information about product ingredients and benefits, review length, and the use of promotional language influence the perceived credibility of a sponsored review post for skincare products. This study carried out 4 in-depth interviews and online survey to 106 millennials living in the U.S. Results indicated that subjective comments about a reviewer’s personal experiences had a higher level of perceived credibility of a review post than objective information about product ingredients and benefits. With regard to source expertise, a sponsored review post written by an influencer with higher expertise was perceived as more reliable …

It Is In The Cards: An Analysis Of Greeting Card Selection Through Identity And Personality, Emily Topilow

Honors Projects

In this exploratory study, personal and social identity were analyzed for their effect on how consumers choose greeting cards. Factors, including personality, relationships, and identity will be qualitatively analyzed to understand people’s buying habits. Certain factors, including gender, personality, relationships, type of card, and frequency of receiving and giving cards, will be qualitatively analyzed for frequency. The two theories analyzed were the Social Identity Theory (SIT) and the Identity Theory (IT).

525 college-aged students were surveyed to examine their purchasing habits of greeting cards. The results showed that the identity of the card giver and the identity of the card …

Profile Imperfect: How Do Young Urban Millennials Perceive The Impact Of Tinder In Their Lives?, Hairol Ma

Renée Crown University Honors Thesis Projects - All

As Tinder, Bumble, and other swipe-based dating apps usher departure from detailed information-entering dating sites like OkCupid and Match.com, how do young urban millennials perceive the impact of Tinder in their lives? Fifteen individuals aged 18-25 were interviewed on their use of swipe dating apps. Additionally, two ethnographies were conducted. Results showed that by commodifying other users on the app as a list of features rather than a holistic individual, users subsequently ascribed the same judgements upon themselves. The resulting assets for an overarching campaign aims to urge users to practice view themselves (and subsequently others) beyond their Tinder profile …

Finding In-Store Help: The Role Of Recommendation Agents On Shoppers’ Mobile Devices, James Coyle, Yi-Fan Chen

Atlantic Marketing Association Proceedings

No abstract provided.

2019 Icrcc Proceedings Table Of Contents, Conference Organizers

International Crisis and Risk Communication Conference

These proceedings are a representative sample of the presentations given by professional practitioners and academic scholars at the 2019 International Crisis and Risk Communication Conference (ICRCC) held March 11-13, 2019. The ICRCC is an annual event that takes place the second week in March in beautiful sunny Orlando, Florida. The conference hosts are faculty and staff from the Nicholson School of Communication. The goal of the ICRCC is to bring together prominent professional practitioners and academic scholars that work directly with crisis and risk communication on a daily basis. We define crisis and risk broadly to include, for example, natural …

Analyzing Public Relations As A Strategic Management Function At Sec Universities, Whitney Harder

MPA/MPP/MPFM Capstone Projects

A changing higher education landscape – rising costs, competition and skepticism – coupled with a changing media and communications landscape – a 24/7 news cycle with fewer local journalists, new technology and the expectation of instant and constant communication – have pushed universities to try to become more effective and efficient in telling their institutional stories to multiple stakeholder groups. Institutional leaders are concerned about how higher education and their institutions present public value and communicate their impact on both the students they graduate and their communities. But how are they using public relations and communications to deliver solutions for …

Always Already Imprisoned: The Panoptic Power Of Capitalism In American Literature, 1900-1940, Andrew Spencer

Theses and Dissertations

Abstract

ALWAYS ALREADY IMPRISONED: THE PANOPTIC POWER OF CAPITALISM IN AMERICAN LITERATURE, 1900-1940

By Andrew Blair Spencer, Ph.D.

A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy at Virginia Commonwealth University.

Virginia Commonwealth University, 2019

Director: Dr. Richard Fine, Professor, Department of English

By applying the theories of control that Michel Foucault outlines in Discipline and Punish to the capitalist system, I argue that capitalism functions in much the same was as Jeremy Bentham’s Panopticon in that it perpetually imprisons individuals who live under its purview. As I see it, capitalism works on …

Sport Branding In The Digital Age Prs 370, Joanna Burkhardt

Library Impact Statements

No abstract provided.

Appeals To Ownership Of Automobiles In Style Magazines Of The U.S. And U.K., 1930-2000, Steven D. Silver

Faculty Publications

We report an analysis of attribute and motive content of appeals to automobile ownership in print advertising of style magazines in the U.S. and U.K. Results of the analyses show significant country differences in appeals to technology, status and subcategories of motivation.

Authentically Disney, Distinctly Chinese: A Case Study Of Glocalization Through Shanghai Disneyland’S Brand Narrative, Chelsea Michelle Galvez

Electronic Theses, Projects, and Dissertations

In 2016, the Walt Disney Company launched Shanghai Disneyland--the company’s first theme park in mainland China. Entering mainland China poses significant political and cultural challenges for American companies. To address these challenges, Disney pursued a “glocalization” strategy -- it accounted for local norms and values in launching Shanghai Disneyland. This paper examines how Shanghai Disneyland constructed its brand narrative to negotiate tensions in this glocalization process. A semiotic analysis of two Shanghai Disneyland commercials illustrates the ways in which Disney tapped into culturally meaningful themes of harmonic balance and collective identity to produce the park’s brand narrative--“China’s Disneyland.” A thematic …

Radical Social Ecology As Deep Pragmatism: A Call To The Abolition Of Systemic Dissonance And The Minimization Of Entropic Chaos, Arielle Brender

Student Theses 2015-Present

This paper aims to shed light on the dissonance caused by the superimposition of Dominant Human Systems on Natural Systems. I highlight the synthetic nature of Dominant Human Systems as egoic and linguistic phenomenon manufactured by a mere portion of the human population, which renders them inherently oppressive unto peoples and landscapes whose wisdom were barred from the design process. In pursuing a radical pragmatic approach to mending the simultaneous oppression and destruction of the human being and the earth, I highlight the necessity of minimizing entropic chaos caused by excess energy expenditure, an essential feature of systems that aim …

Ua12/2/1 Best Of The Hill, Wku Student Affairs

WKU Administration Documents

College Heights Herald magazine rating restaurants, stores, bars and music.

Advertisements On Facebook: Identifying The Persuasive Elements In The Development Of Positive Attitudes In Consumers, Mahmud Akhter Shareef, Bhasker Mukerji, Mohammad Abdallah Ali Alryalat, Angela Wright, Yogesh K. Dwivedi

Dept. of Organisation & Professional Development Publications

The main objective of this study is to develop the scale items of consumers’ attitudes toward Facebook advertisements and to theorize consumers’ attitudinal behaviour. To undertake this study, a research assistant was appointed, who is also an active member of Facebook, to introduce a message about the product Samsung Tab S, and to pass it to other members of their network. From this experiment, different members of their network participated in generating, passing, and receiving messages to develop a preliminary structured perception which was converted to generate scale items to measure attitude. Then an independent empirical study was conducted among …

Advertisements’ Perpetuation Of Rape Culture: A Look At How Images Containing Objectification And Victimization Impact Consumers, Lauren Leedberg

Honors Projects in Marketing

The research I have conducted explores connections between images shown in advertisements and the perpetuation of rape culture and gendered stereotypes in society. It was guided by the Cultivation Theory which looks at how media, such as advertisements, can shape our reality. After an extensive literature review, data was gathered via an experimental design utilizing surveys. Within these surveys, respondents were randomly shown an advertisement I created containing the variables to be tested (i.e. images with objectification and victimization). After viewing the ad, they answered questions regarding their attitude toward the brand/product depicted, purchase intentions, a rape myth acceptance scale …

17 Days: Cross-Country With Social Media, Zachary Alvarado

Senior Theses

"Austin Prescott and Zach Alvarado travel from South Carolina to California using social media to find and communicate with hosts throughout the country..."

https://www.youtube.com/watch?v=V8k6EQnW5D4

Costs of investment were weighed against capital contributions throughout our campaign. While the film serves to inspire, entertain, and inform, the paper dives deeper into the brand-building, cost-savings, and logistics of the trip. In the end, we more than doubled our initial investment and had an awesome time while doing it.