Advertising and Promotion Management Commons^™

Analyzing The Effect Of Advertising On Hospital Choice And Selection: Advancing A New Truth For Hospital Selection And Its Implication For Other Service Providers, Michael A. Petrochuk, Trish Berg

Atlantic Marketing Association Proceedings

Consumerism has long-been an important driver in other industries across the globe, as industries have embraced the importance of meeting customer and consumer expectations (Bennett and Mandell, 1969; Oliver, 1980; Bolton and Drew, 1991; Peyrot, Cooper, and Schnapf, 1993; Taylor and Cronin, 1994). Firms have attempted to understand consumer expectations prior to the delivery of service or product purchase.

Within the last ten years, this consumerism movement has infiltrated into the field of global health care (Herzlinger, 2002; Grazman, & Leifer, 2007). Tenets of the consumer-driven health care include increased demands for high performance, flawless quality, data analytics to support …

Exploring Motivations And Usage Patterns Of Social Media Users, Anita Whiting

Atlantic Marketing Association Proceedings

Social media is an important aspect of marketing today. According to Hanna et al (2011), social media is not an optional part of marketing strategy but a mandatory component for most companies today. Social media usage is rapidly growing. Facebook, the largest global social network, has over 1.19 billion users with an annual growth rate of eighteen percent (Aichner & Jacob 2015).

A Systematic Review Of Anti-Brand Website Literature: What We Know And What We Need To Know, David L. Williams, Ellen Kolbas

Atlantic Marketing Association Proceedings

The emergence of Web 1.0 began an evolution in electronic communication. This platform resulted in a unidirectional communication flow (e.g. firm to consumer) that featured firms generating messages for public consumption. Web 1.0 gave rise to Web 2.0 and 3.0 platforms that facilitate bi-directional communication between firms and the public. This new method has resulted in an increase in consumer empowerment to create and disseminate marketing messages of their own (Williams, Crittenden, Keo, & McCarty, 2012). Third party stakeholders are disseminating electronic word-of-mouth communications about companies through the use of video, reviews, forums, microblogs and multiple other channels (Gil-Or, 2010). …

Using Focus Groups And Correspondence Analysis To Explore The Relationship Between Millennials' Online Behavior And Their Opinions Of Online Reviews, James E. Stoddard, Michael J. Dotson, Neel Das

Atlantic Marketing Association Proceedings

Consumer decision-making regarding a purchase is usually influenced by feedback received from other people in addition to prior experiences/beliefs/attitudes and marketer dominated information. Such diverse sources of influence are collectively referred to as the influence mix (Simonson and Rosen 2014). Of the different sources in the influence mix, word-of-mouth (i.e., feedback received from other people) is one of the most impactful sources of information (Duan, Gu, and Whinston 2008). With the advent of e-tailers on the Internet, the influence of word-of-mouth communication has grown significantly in the form of online consumer reviews (Schindler ad Bickart 2012). Research has shown that …

An Application Of Social Media Marketing For Community Sustainable Development, Lei Huang, Amelia Clarke, Wen Tian, Natalie Heldsinger

Atlantic Marketing Association Proceedings

Though the social marketing approach has been developed from commercial marketing, it is a holistic approach from various social sciences disciplines like marketing, psychology, sociology, mass communication and economics. It is basically an art to explore new ways of analyzing problems and solving them effectively. For instance, social marketing influences sustainability through the use of marketing principles to increase awareness, understanding, change attitudes, and motivate the society to change, adopt, or sustain a particular behavior. This paper attempts to explore a framework of social media in light of disseminating the knowledge of a community-wide sustainability plan among various stakeholders. Policy …

Profile Of Corporate Social Media Consumer Segments, Beverly Wright, Aberdeen Leila Borders, Paul H. Schwager, S. Scott Nadler

Atlantic Marketing Association Proceedings

The trade and academic literature is replete with commentary about the need for companies to develop promotional strategies and to adopt media platforms that are more engaging and conversational with customers than the traditional top-down company directed one-way communication strategies of the past (Thomas, Peters, Howell and Robbins, 2012; Foster, West and Francescucci 2011; Deighton and Kornfeld, 2009). This viewpoint is supported by Christodoulides (2008) who reported that many customers view information about a company or brand that they obtained from blogs, social networking sites and the like as being more relevant, believable and important to them in their interactions …

An Exploratory Analysis To Understand Organic Food Market In The United States In Comparison To Europe, Alfiya Ansar, Ismet Anitsal, M. Meral Anitsal

Atlantic Marketing Association Proceedings

To meet the increasing continuous demand of food, many techniques are used for mass production food but these techniques in turn have diminished the quality of many products. The negative effects associated with such production methods make them controversial in nature and thus requires discussion. One such method is the use of Genetically Modified Organisms (GMO), which involves genetically modifying the Deoxyribose Nucleic Acids (DNA) of plants or animals of interest to introduce certain traits such as resistance to pests or diseases. Food allergies are on a rise and researchers estimate that up to 15 million Americans suffer from vast …

Being Green And Social Responsibility: Basic Concepts And Multiple Case Studies In Business Excellence, Alan D. Smith, Steven R. Clinton, William T. Rupp

Atlantic Marketing Association Proceedings

Through a qualitative business case approach, three major manufacturing firms in Pittsburgh, PA were reviewed for their eco-friendly sustainability strategic initiatives and products/services. Undoubtedly, use of green best practices are value adding steps for a company may be initially difficult to justify to spend the time and resources developing such a process. This is especially true when other core business needs are present, such as driving revenue, product development and meeting governmental or consumer expectations. However, green and sustainability initiatives may not be currently dictated needs, but many companies feel strongly that charting such a course would be to their …

An Exploratory Investigation Of The Public's Attitude On The Effects Of Global Warming: The Media's Role In Influencing Opinions As Moderated By Having Lived Through A Major Storm, George W. Stone, Percy Willians, Britney Hamilton

Atlantic Marketing Association Proceedings

While the debate over changing global weather patterns and the negative role mankind plays in altering the earth’s climate continues to rage, there appears to be no real movement in the views of entrenched participants on either side of the argument, or, for that matter, in the culture at large (Whitmarsh 2011). Even though global warming advocates claim the debate is now “settled science” and that a consensus of climatologists has emerged indicting mankind as one of the prime culprits in changing global climate patterns, an equally compelling argument has been made that naturally occurring phenomenon (e.g., such as volcanic …

The Clothing Swap: Social, Sustainable, And Sacred, Mary M. Long, Deborah Fain

Atlantic Marketing Association Proceedings

While there is much focus on recycling household waste such as paper, plastic, and metal, there is less focused attention on the waste produced by clothing and textiles. As noted by Joung (2013), consumers dispose of clothes by recycling, donating to charities, or giving to friends and family. But when individuals are not motivated to do this or are unaware of recycling options, they simply discard unwanted clothing where it ends up in landfill sites.

Motives for recycling clothes can range from altruistic (e.g., donating to a clothing drive for the poor or victims of a natural disaster) to economic …

What Drives Conspicuous Consumption? - The Case Of Chinese Consumers, Y. Henry Xie

Atlantic Marketing Association Proceedings

Conspicuous consumption refers to a type of consumer behavior that people display wealth by spending a large proportion of their incomes on luxury products and services (Trigg, 2001). Different from other goods, the satisfaction that conspicuous goods provide buyers often comes from audience’s reaction, as opposed to product’s actual use (Wong, 1997). In other words, consumers exhibit certain conspicuous consumption behaviors due to their hopes to be seen more favorably in the greater social hierarchy (Podoshen, Li, & Zhang, 2011).

Can Scalability Be A Marketing Liability For Sustainability?, Dennis F. X. Mathaisel, Clare L. Comm

Atlantic Marketing Association Proceedings

A common principle of modern business marketing is that growth is good. It is usually thought that all businesses should market themselves with the goal of increasing their revenues and gaining market share. Scalability is developing products or services that people want and figuring out how to produce and promote many of them for lower costs while selling more of them (Dudnik 2010). It is the purpose of this paper to show that some businesses, especially small ventures with unique value propositions, should not necessarily seek to grow or scale up. There are numerous examples of new ventures failing for …

Taking The Plunge: Online Data Collection Using Mturk, L. Jean Harrison-Walker

Atlantic Marketing Association Proceedings

Mechanical Turk, an online crowdsourcing service created in 2005 by Amazon.com, is gaining in popularity among academics as a source of subjects for survey research. The initial attraction is based on access to a very large pool of participants who can be accessed online producing rapid response at low cost with minimal effort on the part of the researcher. For the uninitiated, however, the task of designing and running a research project on MTurk is rather daunting.

This paper begins with an introduction to MTurk. We review the language of MTurk and explain how a researcher goes about setting up …

Chinese Consumers' Involvement In Wine Consumption And Their Willingness To Visit Wineries In California, Mahmood Hussain, Roblyn Simeon, Lutfus Sayeed

Atlantic Marketing Association Proceedings

This research fills a gap in wine tourism literature, taking into account the effects of consumers’ involvement in the pre-purchase stages on their willingness to visit wineries in California or in a foreign country. The theoretical framework presented in this paper provides support for a strong linkage between product involvement, consumption, and eventual propensity to visit a wine destination. As of this writing this paper constitutes the first of its kind econometric study of these effects.

Fitting Consumer Needs To Perceived Product Value: The Example Of Apple Versus Samsung Products, Yi-Chia Wu, Arturo Vasquez-Parraga

Atlantic Marketing Association Proceedings

This study explores the fitting of consumer needs to product perceived value using the example of two lines of competitive products in the area of communication electronics, Apple products versus Samsung products. Five types of needs regarding digital communication and three types of related product value are evaluated for these two brands in order to know if product value differences have a distinctive effect on consumer needs.

This study focuses on the impact of perceived product values on certain consumer needs. We use Apple products and Samsung products to accomplish this.

A Perspective On Pharmaceutical Marketing Practices: Message Development, Media Selection, Medication Adherence And Health Literacy, Yvette L. Bonaparte

Atlantic Marketing Association Proceedings

According to the National Action Plan to Improve Health Literacy issued in 2010 by the U.S. Department of Health and Human Services, health literacy is a multi-faceted concept and has importance for multiple sectors. Stakeholders typically involved in the health literacy discussion include government, public health officials, practitioners and those concerned with health promotion (U.S. Department of Health and Human Services 2010). In addition to these stakeholders, there is the opportunity for the pharmaceutical industry to be an active participant in the health literacy discussion.

Given the variation in health literacy levels among the U.S. population and the impact of …

The Effect Of Advertorial Format And Copy Length On Attitudes Of Female (Target) And Male (Non-Target) Audiences, Cynthia B. Hanson

Atlantic Marketing Association Proceedings

The use of promotional messages that resemble editorial content is a long-standing practice in advertising, occurring in all major media, from advertorials in newspapers and magazines, to infomercials on television, to, most recently, digital “native” advertising on the internet. However, we have arguably never experienced as much growth in these advertising-editorial “hybrid” messages, as they are sometimes called (Balasubramanian 1994) as we have in recent years, as their use in existing media has grown while new forms have emerged with new media.

One of the older forms of hybrid message, the magazine advertorial presents an interesting hybrid message format for …

Investigating The Ichthus (Fish) Christianity Symbol On Perceived Source Credibility Of Service Providers Under Different Service Evaluation Contexts, Jeri L. Jones, Mahmood T. Shandiz

Atlantic Marketing Association Proceedings

Combining religious practices with commercial pursuits for profit is neither a novel nor an insignificant trend (Belk, Wallendorf, and Sherry 1989; McDannell 1995). Today, marketplace use of Christian symbols in secular advertising is becoming more common, especially in certain geographic locations within the United States. Christian religion-based messages and symbols regularly appear in a wide range of advertisements. The Christian elements in these ads often include Bible verses, crosses, doves, and often, the Christian fish symbol (Ichthus). Similar Christian messages are often observed in outdoor advertising, retail store signage, product packaging, and even the daily newspaper. These examples illustrate that …