Advertising and Promotion Management Commons^™

Making A Difference: The Impact Of Corporate Ethical Behavior On Consumers In The Beauty Industry, Paige M. Gould

Honors Theses and Capstones

Over the years, the cosmetic industry has struggled with a variety of ethical issues. This research examines the effects of these unethical practices on consumers’ perceptions and judgements. More specifically, do consumers consider ethical issues when evaluating cosmetics? Can consumers’ ethical perceptions and decision making be influenced? If so, are heuristic appeals or systematic appeals more persuasive? The results of this study indicate that unless prompted, most consumers do not consider ethical issues when purchasing cosmetics. The study also found that both heuristic and systematic appeals were effective in influencing general industry perceptions, but only the systematic appeal was successful …

The Advertisement Value Of Transformational & Informational Appeal On Company Facebook Pages, Fabienne T. Cadet, Priscilla G. Aaltonen, Vahwere Kavota

Marketing Faculty Publications

The advertisement value of Facebook is an under-developed area of social media research. Transformational and informational advertising appeal has yet to be studied as it relates to social media. This paper utilizes established classification and measurement scales from marketing literature to classify companies and their Facebook posts and measures the advertisement value of these posts. The study uses a sample of 100 companies from the 2015 Fortune 500 list. Results indicate that posts with transformational appeal are more engaging to the consumer than informational appeal; however, posts with informational appeal have greater advertisement value for the company. The results also …

An Empirical Study Of Consumers Emotional Reaction On Brand Collaboration, Jianrong Hou, Xiaofeng Zhao, Yingkui Li

Business

The study aims to examine customers’ emotional reaction to brand collaboration, taking into consideration the possible combination of different brand equities using three experiments. Mobile phone is selected as the hypothetical product. Samsung is selected as the brand with the highest awareness in the mobile manufacture category whereas Burberry is selected as the brand with the highest awareness in the fashion category. Meanwhile, HTC and Bottega Veneta have the lowest brand awareness in the mobile and fashion category respectively. Four companies were selected to launch a hypothetical collaboration product. Analyzing the experiment samples’ data from China mobile phone market, the …

Strategies For Implementing Advertisements In The Green Industry, Ashley Deal Castle

Walden Dissertations and Doctoral Studies

After a growth in sales of 30% from 2007 to 2010, green product market sales declined 2% from 2010 to 2014 in the United States. Business leaders need to incorporate sustainable business practices and use green messaging within advertisements and marketing campaigns to assure that present needs do not compromise the ability of future generations to meet their needs. This qualitative case study explored marketing strategies that business leaders in the green advertising industry use to increase the sale of green products. The social cognitive theory was the conceptual framework used in this study. In-depth interviews with 5 purposively selected …

Georgia Southern College Sports Scrapbooks, Zach S. Henderson Library Special Collections

Finding Aids

This collection includes oversized scrapbooks of local and regional newspaper clippings about college sports at Georgia Southern College. Many of these volumes were prepared by Richard Mandes as head of Georgia Southern College Publicity.

Find this collection in the University Libraries' catalog.

Perceptions Among Senior Consumers Regarding Stereotyping In Magazine Advertisements, Greg Milsom

Walden Dissertations and Doctoral Studies

Marketing decision makers often employ stereotypes in their advertising messages, but constant exposure to negative messages is offensive to older consumers and contributes toward ageism. The general problem is that many senior adults feel dissatisfied with advertising directed toward them and may not purchase products that they could otherwise enjoy. Based on the tenets of social identity theory, the purpose of this study was to explore the perceptions of a group of senior consumers toward the stereotypes used to portray older adult models featured in magazine advertisements by uncovering the factors that influence purchasing decisions and the stereotypes that are …

Technological Disruption In Entertainment: Navigating The Film Industry's Dynamic Relationship To The Consumer, Samantha Mea Simon

Scripps Senior Theses

The following thesis acts as a critical cultural progression report surrounding the current technological disruption in the entertainment industry and its impact on consumers. This begins with a study of the history starting in 1910 and covers the urbanization of America during the Industrial Revolution, the developing fan experience, a history of consumer demands in relation to oligopolistic principles and the blockbuster method, the invention and influence of the television, and the current effect of technological advancement in the entertainment industry. Following this historical overview, four chapters will study different methods of analysis covering the intricacies of the current technological …

An Assessment Of Tire-Buying Among Millennial Consumers, John R. Hojnacki, Caleb P. Ohrn, Ben M. Nelson, Addie A. Hujar, Taylor J. Kirian

Williams Honors College, Honors Research Projects

This study first examines general purchasing trends among millennial consumers before digging into the perceptions that millennial consumers have of the tire-purchasing experience. Our initial hypothesis was that the negative view of tire-purchasing held by many millennial age consumers was driven by the difficulty of the process itself. Through our own research, we discovered that it is the perceptions held by those who have not yet purchased tires rather than the reality of the purchasing experience that is the issue.

Millennials On The Move, But To Where?, Zach Kisor, Shelby Hoge, Ashley Cosher, Bethany Gump, Derek Carson, Kristi Mitchell

Williams Honors College, Honors Research Projects

The following reports discuss the geographical preferences of Millennials in relation to job selection preferences. Our team analyzed the moving trends of Millennials in both Ohio and the United States to determine what factors influence this decision. Collectively, our team concluded that in order to successfully recruit Millennials, companies must offer benefit packages that center around work-life balance. This entails not just highlighting what a job requires technically, but opportunities for leadership development, social activities outside of work, and more. To recruit this upcoming talent, companies need a holistic approach that convinces Millennials that working for their company creates a …

Brunswick Schools Video Program Social Media Campaign, Nicole Rhoades

Williams Honors College, Honors Research Projects

This social media campaign is to be executed by student managers within the Brunswick Schools Video Program. The Video Program provides journalistic experience to young students by immersing them in print and broadcast journalism that is provided to the Brunswick-area through Brunswick Educational Access Television.

The Gojo Smartlink Observation System: Research For Adoption, Robert Cuenot, Austin Reich, Joseph Tuck, Sarah Dick, Sean Poholski

Williams Honors College, Honors Research Projects

This research project sought to provide GOJO Industries, Inc. with strategic recommendations for improving sales of their SMARTLINK Observation (OBV) hand hygiene compliance monitoring mobile application. The two required steps for building recommendations were to analyze the status of the hand hygiene compliance monitoring market (as of 2017) and gain insight on the needs of nurses, doctors, and other healthcare directors in hospitals and urgent care facilities. In conjunction with GOJO Industries, Inc., the viability of a subscription-based mobile application for monitoring was tested. Employees of several different healthcare facilities were interviewed about their current methods and practices for compliance …

Strategies For Crisis Preparedness Of Tourist Destinations, Carrine V. M. Todman-Lewis

Walden Dissertations and Doctoral Studies

Billion-dollar disasters are projected to increase at a statistically significant rate of 5% annually. Crises affect the viability and lucrativeness of tourism business and implicate destinations in the process. Crisis preparedness is vital to improving outcomes and reducing consequential effects in the tourism industry-a key contributor to socioeconomic progress and infrastructural development worldwide. The study was an exploration of the strategies used for crisis preparedness to reduce business interruptions and improve the image of destinations affected by large-scale natural disasters and human-induced crises. A multiple case study was conducted based on the cycle of preparedness framework. Data were gathered from …

Marketing Strategies To Enhance Profitability Among International Oil And Gas Service Companies, Hesameddin Zafari

Walden Dissertations and Doctoral Studies

A significant drop in oil price in 2014 resulted in enormous pressure on marketing managers of international oilfield service companies to address new market expectations. In such competitive conditions, some marketing managers lack strategies to leverage profitability during downturns. The purpose of this multiple case study was to explore strategies that senior marketing managers of international oilfield service companies in the Middle East successfully used to enhance sales performance, revenues, and profits during periods of declining oil prices. Theory of market segmentation, targeting, and positioning formed the conceptual framework for this study. Data were collected through semistructured interviews of 5 …

British Virgin Islands Tourists' Motives To Travel, Destination Image, And Satisfaction, Sherrine Natahsa Augustine

Walden Dissertations and Doctoral Studies

The turbulent events of the world have resulted in a decline in the number of travelers since 2011. Nevertheless, approximately one billion international tourists still travel annually.Tourist activity plays an important role in the global economic activity. The purpose of this correlational study was to examine if a relationship exists between destination images, push and pull motives to travel, and tourists' satisfaction. The target population consisted of noncitizen and nonresident tourists of the British Virgin Islands (BVI) between March 2017 and April 2017. Oliver's expectancy-disconfirmation theory that the individual will act in a particular way because the expectation that a …

Social Media Strategies To Increase Professional Membership Association Dues Income, Robert J. Spangler

Walden Dissertations and Doctoral Studies

Social media strategies can play an important and specific role in nonprofits by increasing membership dues income. However, insufficient data exists supporting effective strategies for social media in professional membership associations, potentially

affecting both business managers within those associations and the stakeholders they represent. The purpose of this qualitative single case study was to explore social media strategies that nonprofit marketing professionals used to increase professional

membership association dues income. The sample included 7 nonprofit marketing professionals in a New Jersey-based professional membership association. Social exchange theory and social influence theory formed the conceptual framework. Data

collection occurred using semistructured …

Instilling Positive Beliefs About Organ Donation: An Information Processing Approach, Gerardo Jose Moreira

Open Access Theses & Dissertations

The number of those seeking a kidney donation in the United States continues to increase while the number of donors is not growing at the same rate (U.S. Department of Health and Human Services USDHHS, 2010). The lack of donations is more prevalent in low health literate communities which suffer from misinformation and ultimately negative beliefs toward organ donation. Thus, it is important to understand how marketing efforts can effectively change individuals' beliefs about organ donation.

Drawing on the Self-Determination Theory and Schema Theory, I proposed that the effectiveness of health education programs, which is to motivate individuals to be …

Corporate Sponsorship And The Consumer Socialization Of African American Women Athletes: A Qualitative Study, Tahla Monique Wade

Open Access Theses & Dissertations

African-American consumption is a unique feature of the American consumer market. A characteristic of African American consumers is their participation in conspicuous consumption. A look into the sociological concept of consumer socialization can drive insight to what initiates purchases of this group. However, this is not studied as an evolving process. Over time, individuals may encounter several new influences that affect their consumer socialization and purchase behavior, including the possibility of corporate sponsorship. To explore this evolution, I examine if corporate sponsorships affect the consumer socialization of African-American women collegiate athletes. Fifteen NCAA Division I African-American women athletes from a …

Essays On The Role Of Product Characteristics In Information Source Importance, Saeed Tajdini Tajdini

Open Access Theses & Dissertations

The goal of this Dissertation is to contribute to our understanding of relative importance of different information sources that consumers use to guide their purchasing behavior. Specifically, this work aims to model the product characteristics affecting the importance of each information source to consumers as they seek to purchase a given product. Although the extant literature has examined this topic, the efforts have not been cohesive and a comprehensive model of the phenomenon has yet to be developed, limiting our understanding of the topic. Gaining insight into the effects of product characteristics on the importance of different sources of information …

New Product Development Team Creativity And Innovation: The Role Of Cultural Diversity, Communication, Proximity And Foreign Culture Representativeness, Felix A. Flores

Open Access Theses & Dissertations

This Dissertation explores new product development team creativity and innovation. Section 1 discusses the definition, measurement and relevance of new product development team creativity. It highlights some of the discrepancies in the literature with regards to the definition and operationalization of creativity, and adopts a definition and scale, that will serve as the foundation for section 2 and 3 studies.

Section 2 examines the influence of several dimensions of cultural diversity on new product development creativity and innovation, during differing stages of new product development, and in both co-located and domestic environments.

Section 3 extends section 2 by examining the …

Effective Strategies Small Retail Leaders Use To Engage Employees, Dr. Janet Lynn Deskins

Walden Dissertations and Doctoral Studies

Research suggests that 70% of North American employees are disengaged in the workplace. Some small retail managers lack strategies for engaging employees. Using the employee engagement framework, the purpose of this descriptive case study was to explore successful strategies that small retail managers use to engage employees. The target population was small retail leaders, purposefully selected because of their success with engaging employees at an Orlando, Florida, company. Data collection was through face-to-face interviews with 5 leaders; and a review of archived organizational documents, including company memorandums, central email software, and online customer reviews through social media websites such as …

Strategies To Teach Customer Service Skills, James Francis Ortman

Walden Dissertations and Doctoral Studies

Business managers' failure to retain dissatisfied customers leads to millions of dollars in lost revenue. The purpose of this single case study was to explore managers' training strategies to teach sales associates customer service skills. The sample included 3 training managers from the mobile phone industry in Michigan who recorded a 25 % increase in customer retention after implementing customer service training. The conceptual framework for this study was human capital theory. Data were collected from semistructured interviews and training documents. Data analysis entailed using coding techniques and cluster analysis. Member checking applied to clarify the interpretation of participants' responses …

Integrating Consumer Feedback Into Business Marketing Strategies, Elijah G. Clark

Walden Dissertations and Doctoral Studies

Consumer feedback and reviews are critical to the success of businesses because 49% of consumers trust online reviews more than other sources. The purpose of this multicase study was to explore marketing managers' strategies for using consumer reviews to improve marketing success, brand awareness, and their clients' profitability. The conceptual framework for this study was built upon organizational theory and disruptive innovation theory. The participants were recruited through local events, social media, and e-mail. Data were collected from public online records and semistructured telephone interviews using 1 marketing manager from each of 5 marketing agencies in North Texas. Thematic analysis …

Small Business Marketing Strategies For The First 5 Years, Shiina Pai

Walden Dissertations and Doctoral Studies

Small businesses have an integral role in the U.S. economy and represent 99.7% of all employers in the United States; however, approximately 50% of small business start-ups fail within the first 5 years. Developing and implementing a well-formulated marketing strategy is critical to the success of business because a marketing strategy provides long-term benefits for a company's financial performance and increases the survival rate. The objective of this case study was to explore the marketing strategies that small retail business owners use to sustain their businesses for the first 5 years. The population was 5 successful retail-based small business owners …

Evaluating Data Quality In Reports Of Sales In A Retail Establishment Survey, Kristen Olson, Xiaoyu Lin, Timothy Banks

Department of Sociology: Faculty Publications

This paper examines failure to use records in sales reporting across about 12,000 store owners participating in a retail measurement panel in a Southeast Asian country. Reported sales based on the storekeeper’s memory (oral reports) were lower than those from records, as expected. More surprisingly, oral reports acted as a supplement to record-based reports at the same store, such that stores that had oral reports had higher total sales than those with invoices. Although stores were expected to either have or not have a reliable record system, many stores used both. Findings varied over individual categories of products. Little research …