Advertising and Promotion Management Commons^™

Promoting Innovative Product Adoption Via Facebook, Terry Damron, Ashleigh Knoll, Bailey Carruth

Atlantic Marketing Association Proceedings

No abstract provided.

Native Advertising On Facebook And Twitter: A Content Analysis Of Sponsored Messages In User News Feeds, Cynthia B. Hanson

Atlantic Marketing Association Proceedings

No abstract provided.

Crm And Executive Decision-Making, Harriette Bettis-Outland, Keith Tudor, Muhammad Bilal

Atlantic Marketing Association Proceedings

No abstract provided.

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.

Cultural Competence: The Missing Piece Of Relationship Marketing, Mario Norman

Atlantic Marketing Association Proceedings

No abstract provided.

An Emotional Perspective On Political Attack Advertising, Kirsten Passyn

Atlantic Marketing Association Proceedings

No abstract provided.

A Research Plan To Update The Marketing Literature On Legal Regulation Of Firms Using Direct Or Indirect Comparative Advertising In The United States, William Neese, Natalie Bryant, David Van Buskirk

Atlantic Marketing Association Proceedings

No abstract provided.

Visualizing The Decline Of The Corset Business, Iris Finkel

Dissertations, Theses, and Capstone Projects

The corset defined a woman’s silhouette for nearly four hundred years. It continues to fascinate and inspire new ways to study its place in culture. Taking a digital humanities approach, my project encompasses visualizations of metadata from advertisements for foundation garments in Harper’s Bazaar, Ladies’ Home Journal, and Vogue from 1905 through 1929. These visualizations represent the marketing behavior of corset manufacturers, a well-established group of businesses that benefited from the industrial revolution to produce and sell a type of garment that held a constant place in women’s wardrobes.

“Woke” Advertising And The Best Men Can Be, Singapore Management University

Perspectives@SMU

Gillette’s latest ad has generated lots of conversation. But has the world’s largest shaving products brand lost more than it has gained?

Advertising Icons: Preserving The Cultural Record Of Brand Ambassadors, Patricia Sobczak, Sam Byrd

VCU Libraries Faculty and Staff Publications

The authors discuss the background and implementation of the Brandcenter Advertising Icons image collection, available at https://scholarscompass.vcu.edu/brandcenter_icons/

Higher Education, Robert Ping

Marketing Faculty Publications

Research on Higher Education, including promotion and tenure, and the possibility of reusing one's data for a second paper to help reduce the "time between papers." (Perhaps surprisingly, some editors do not object to reusing data, as long as new theory is being tested.) This Higher Education web page has been substantially revised and updated in its "The Jr. Faculty Corner" section. For example, the suggestions there for Revising and Resubmitting a paper and sample "Responses to the Reviewers" have been heavily edited for clarity and, utility.

(Buyer-Seller) Relationship Termination, Robert Ping

Marketing Faculty Publications

Research on responses to (business, e.g., buyer-seller) relationship problems: Relationship Exiting, Voice, Loyalty, Relationship Neglect, Opportunism, and their antecedents.

Latent Variable Interactions And Quadratics, Robert Ping

Marketing Faculty Publications

Research on interactions (XZ) and quadratics (XX) in theoretical model (hypothesis) tests using structural equation analysis (LISREL, EQS, AMOS, SIMPLIS, etc.) and real-world data. Topics include XZ and XX reliability and validity. In theory tests these are important because low reliability/validity in XZ or XX may mean that a significant interaction or quadratic will be NS or of opposite sign in its next model test. Other topics include estimating categorical (nominal) variables, and improving measures that are in serious trouble--ones with low Average Variance Extracted (AVE), or unacceptable model-to-data fit (i.e., only a 3-indicator specification fits the data, etc.)

The Short Dark Triad And Giving To Nonprofits, Austin N. Prewett, Charles Elliott, Paul A. Story

The Kennesaw Journal of Undergraduate Research

The present study examines whether “demonstrable utility,” the belief that giving provides immediate or future tangible benefits (Sargeant, Ford, & West, 2006) significantly correlates to the adverse personality traits Machiavellianism and narcissism as they are defined in the Short Dark Triad (Paulhus & Williams, 2002). Two-hundred and twelve participants were gathered from Kennesaw State University to participate in a 20-minute online survey. While other factors were tested, attention was placed on demonstrable utility. Simple linear regression models were used to determine the relationship between demonstrable utility, Machiavellianism, and narcissism. A post-hoc Sobel’s mediation test was used to establish the different …

Brands Take A Stand For Good: The Effect Of Brand Activism On Social Media Engagement, Alexis A. Gray

Honors Theses and Capstones

Brands are entering an era where brand activism and corporate social responsibility strategies are holding a large influence on consumer purchase decision making, rather than the traditional brand product marketing. A major distribution outlet for the rising brand activism strategy is through social media, where users can directly interact with brands and other users surrounding major issues. Higher engagement with such activism campaigns suggests more consumer support for the brand, leading to higher sales performance potential. This study examines the influence of brand activism campaign qualities on social media engagement, specifically on the Twitter platform. Tweets for 8 different brands …

Theoretical Model Testing With Latent Variables, Robert Ping

Marketing Faculty Publications

Topics include improving Average Variance Extracted (AVE), estimating a latent variable with only two indicators, and speeding up the "weeding" (itemizing) of a measure so it is consistent ("fits the data"), is valid and reliable, yet has more than 3 indicators.

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 …

How Organizations And Their Brands Leverage Marketing Partnerships To Enhance Their Success: The Guidelines To Navigating Both Reaffirming And Repositioning Strategic Partnerships, Remi A. Edwards

CMC Senior Theses

Understanding the different factors, influencers, and outcomes that form a successful brand partnership allow for marketers to make informed decisions that benefit their company. This paper provides a comprehensive review of the literature regarding partnership marketing and issues a set of guidelines for marketers to strategically market their brand by way of collaboration. With two distinct strategic frameworks, reaffirming partnerships and repositioning partnerships, this paper seeks illustrate the efficacy of brand collaboration and how to achieve success based on varying brand goals.

What Supports Are Needed To Encourage And Assist Community Festivals And Events To Succeed And Grow? An Empirical Study., Helen Mcdwyer

Theses

Abstract: Communities are motivated to host festivals and events for a myriad of reasons. They generate important economic and social benefits for an area with increased visitor numbers, increased local spending and greater community cohesion. Festival and event tourism is an important segment of the overall tourism product in Ireland, particularly in an area such as Kerry where there is a heavy reliance on tourism. Many festivals and events in Kerry are organised by community and voluntary groups and yet these groups are increasingly pressurised to increase the professionality of their offering to compete for regional funding and sponsorship. Changes …

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 …

Goodyear "As A Service" Project Plan, Nicholas Nutial, Tara Myatt, James Genetin, Brenna Paananen, Julian Moore

Williams Honors College, Honors Research Projects

This paper summarizes the research conducted on how the Goodyear Tire and Rubber Company can utilize the "as-a-service" business model. The research consisted of a survey, focus group, and a secondary research report. The primary research was focused around the consumers' opinions of tire-buying, car maintenance, and current subscription services that the participants used. Thus data led to the recommendation for Goodyear to implement a subscription service that includes text reminders for car maintenance, a meet your technician feature, and tire credits.

Sherwin-Williams Research Report, Chase Edwards, Krista Mathis, Savannah Frase, Madeline Connolly, Charles Howe

Williams Honors College, Honors Research Projects

The overall purpose of this research is to gather information from a variety of different sources regarding recruitment and retention strategies. After gathering this information, the findings will be applied to The Sherwin-Williams Company in order to provide them with strategies on how to increase both retention and recruitment efforts in their organization. While there is no universal secret to better recruitment, the findings may transfer to a variety of different solutions.

The study was designed to cover a variety of different generations that companies can pull from. Primarily, baby boomer, generation X, and generation Y were taken into account. …

The New Frontier Of Advertising: Computer-Generated Images As Influencers, Corliss Deionn Oglesby

UNF Graduate Theses and Dissertations

The use of computer-generated images as influencers of consumer opinions and behavior is an emerging advertising strategy. This research investigates the advantages and disadvantages of using computer-generated images (CGI) as influencers of human behavior from the perspective of promoting a brand. The power of electronic word of mouth (social media) and how it is incorporated in computer-generated images used as influencers is discussed as a major factor in consumer decision making. The social media account content of computer-generated images was analyzed by conducting a frame analysis to discern how computer-generated images are portrayed on social media. A frame analysis of …

The Augmenting Effects Of Artificial Intelligence On Marketing Performance, Jing Chen

Open Access Theses & Dissertations

This study explores the antecedents and consequences of firm's artificial intelligence (AI) adoption. Based on technology-organization-environment (TOE) framework and institutional theory, I propose that technological opportunism, top management support, customer orientation, and normative pressure are the main antecedents lead to firm's AI adoption. According to firm's different strategic types, this study added that prospectors are most likely to adopt AI, followed that analyzers, defenders, and reactors. In addition, enlightened by dynamic capability theory, I further propose that the intensity of AI adoption will enhance firm's marketing performance through improved dynamic selling capability, dynamic pricing capability, dynamic new product development capability, …

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 …