Advertising and Promotion Management Commons^™

Effects Of Electronic Word Of Mouth On The Purchase Intention Of Millennials (Gen Y) Of Pakistan: Mediating Role Of Brand Image And Perceived Quality, Maria Younus, Sarah Anjum

Business Review

Purpose:

The study strives to find out how the purchase intentions (PI) of millennials consumer in Pakistan are affected by electronic word-of-mouth impacts.

Design/methodology/approach

To fulfill that purpose, three EWOM determinants - quantity, quality, and valence are chosen. Whereas Brand image (BI) and perceived Quality (PQ) are taken as mediators. The paper adopts a Quantitative approach to survey 169 Karachi respondents. Inferential analysis of collected data was performed using PLS version 4.0. Structural equation modeling is also performed using Smart PLS version 4.0.

Findings

The results confirmed the proposed hypothesis that the quality, quantity, and valence of EWOM significantly influence …

Gender And Socio-Economic Differencesin South African Consumers’ Sentimentstoward Marketing Practices, Thérèse Roux

Journal of Marketing and Consumer Behaviour in Emerging Markets

Studies on modern consumers’ sentiments toward marketing in an emerging market context are vital. This paper compares demographic diff erences in South African consumers’ sentiment toward marketing. Data were collected via a survey with 444 diverse consumers residing in the Tshwane metropolitan area. The fi ndings revealed that South African males are signifi cantly less satisfi ed with marketing communication practices compared to females. Consumers earning lower income were signifi cantly less positive towards marketing in general as well as product quality, price, and selling practices. Afrikaans-speaking consumers’ attitudes were less positive towards marketing communication. The fi nding can guide …

How Do Brand Communication And Brand Personality Shape Consumer Loyalty?, Emilija Heleta Švrakić, Maja Arslanagić-Kalajdžić

Economic and Business Review

The concept of brand personality plays a crucial role in brand literature as consumers tend to anthropomorphize brands by attributing human characteristics to them. The creation of a brand personality that resonates with consumers leads to greater customer satisfaction and loyalty over the long term. This study investigates the mediating potential of brand personality dimensions, specifically Competence and Sophistication, in the relationship between brand communication (both controlled and uncontrolled) as an antecedent and brand loyalty as an outcome. Using a sample of 340 users of a cosmetic brand, we employed structural equation modeling to analyze the data. Our results indicate …

How Are Senior Citizens Capable To Cope With The World Of Digital Natives?, Hely Westerholm, Pirjo Takanen-Körperich

International Journal for Business Education

This study discusses the continuously growing threat to the senior citizens*), later called seniors, who can be isolated from the society if their digital competences and experiences are too poor in today’s digital world. It has been noted that to cope with one’s pursuits seniors need to actively construct and maintain their capabilities in ways that are flexible in the world of the digital devices, in response to the changing vicissitudes of life. Thus, the claim above illuminates the issue that the ability to learn from experiences is highly valued in the digital world.

The seniors are obliged to closely …

The Role And Impact Of The Communications Department And Investor Relations Functions On The Process Of Privatization, Iulia Erhan

Student Theses and Dissertations

Current market conditions, and the heavy responsibilities placed on publicly traded companies by investors and regulators alike, have led many publicly traded companies to consider going private. The going-private decision, however, involves a complex set of actions and strategies. This paper analyzes the privatization process and the role that the Communication and Investor Relations departments play throughout the transaction. Its initial focus will be on communication with employees, including communication that facilitates the executive team’s decision-making activity related to employee retention. It will be followed by a review of the range of external communications, such as the going-private transaction announcement, …

Electronic Money And Economic Growth: What Implications For E-Naira Policy Adoption In Nigeria?, Jonathan Oniore, Obukohwo Oba Efayena

Bullion

This study examines the potential economic implications of the e-Naira policy in Nigeria. Employing the autoregressive distributed lagged model in evaluating quarterly data from 2009 to 2020, the study found that there is a long-run relationship between electronic transactions and economic growth. This implies that in the long-run, adopting the e-Naira policy will significantly impact economic growth. The study suggests that there is urgent need to adopt both technological and monetary apparatus fo ensure the e-Naira policy efficacy in Nigeria.

Graduate Internship Report - Cal Poly Bull Test, Kayla Marie Dubowsky

Agricultural Education: Graduate Internship Reports

The Cal Poly Bull Test has a long-standing history on the university campus. The program has continued to grow and improve since it was founded in 1956 and with these improvements to the program, the marketing and curriculum need to adapt as well. For this internship, I worked in partnership with Dr. McFarlane on three main projects focusing on rebranding, curriculum development, and the creation of marketing materials. The rebranding consisted of the creation of a new logo and an updated brand guide. The curriculum development consisted of the creation of a marketing module for the enterprise-class that focuses on …

The Effect Of Risk Profile In Pandemi Outbreak To Banking Financial Performance Case Study In Indonesia, Fajar Abdullah

Journal Of Middle East and Islamic Studies

The risk profile that occurred within the scope of banking during the Covid 19 pandemic which was quantitatively reflected in the microeconomic ratios of the BOPO, NPF/NPL, FDR/LDR ratios, and macroeconomics in this case, inflation and the USD exchange rate, were the main factors in the decline in the soundness level bank which is reflected in the value of the bank's financial performance ratio, namely Return on Assets due to. The objects in this study are the general Islamic and conventional banking industry, with data observations including BOPO, NPF/NPL, FDR/LDR, inflation, and the USD exchange rate. By comparing the effect …

Gauging The Effect Of Buyer Vs. Seller Initiation Of Customer Value Creation On Buyer Loyalty In Large B2b Sales Relationships, George Talbert, Earl D. Honeycutt Jr., Subhashish Samaddar

Engaged Management ReView

This study addresses two central questions: Is it important to determine whether the salesperson or the buyer initiates value creation in large business-to-business (B2B) selling environments? Furthermore, does the mode of initiation – buyer or seller – later influence customer attitudes toward the sales interaction? Value creation is necessary for large B2B sales situations because customized solutions often are required to meet customer needs. This empirical study compares buyer and seller initiators of value creation in B2B dealings and analyzes which actor most positively affects customer perceptions. In a study of 142 senior-level managers at buyer organizations

who participated in …

Calling Their Bluff: Misplaced Loyalty Is A Problem For Gamblers, Jonathan Ross Gilbert, Marla B. Royne Stafford, Leonard Hostetter

International Conference on Gambling & Risk Taking

Abstract

Due to the ubiquity of casinos, both brick and mortar and online, problem gambling has emerged as a significant public health issue. It is estimated that 30% - 50% of all casino revenues are generated from problem gamblers who tend to be disproportionately male, young, and minority group members (Welte et al. 2014). Although prior research has examined the mediating role of gambling behaviors in the relationship between casino marketing strategies and problem gambling, it is not clear what role casino loyalty programs play in predicting problem gambling, particularly in underserved and minority populations. Prentice & Wong (2016) examined …

Analysis Of The Changing Behaviours Of Chinese Genz Towards Casino Tourism: Implications To The Asian Markets, Linqian Huang

International Conference on Gambling & Risk Taking

Abstract

While the Chinese GenX spend largely in gambling activities during their visits to the destinations which are famous for their casino tourism industry, the GenY have shown less enthusiasm to be the high rollers. Regarding the Chinese GenZ, their spending behaviours in casino tourism will continue to exhibit changes and differences comparing to the GenX and GenY, especially for the non-gaming expenditure. Considering the potential purchasing power of GenZ, it is important for integrated resorts operators to understand the changing consumption behaviour of this new generation. For this, online questionnaire survey and analysis of narratives are employed to explore …

Manage Your Money Wisely: How Consumers And Marketers Can Effectively Communicate Money Issues, Alexander Park

Olin Business School Graduate Student Theses and Dissertations

Consumers and marketers find it challenging to communicate money matters. For example, consumers experience discomfort and uneasiness when discussing financial issues with their social relationships. Firms often receive backlash when sharing their good financial deeds (e.g., charitable efforts) with consumers. Because financial matters can be a sensitive topic, in my research, I explore the difficulties consumers and marketers experience when communicating money issues and how they can better navigate these problems.In Chapter One, I investigate a particularly uneasy interaction that consumers often face with their friends and acquaintances: the need to ask for money back. Seven fully preregistered studies (N …

Essays On Customer Relationship Management, Nan Zhao

Olin Business School Graduate Student Theses and Dissertations

The general topic of my dissertation is customer relationship management. Specifically, I use quasi-experimental causal inference methods, randomized field experiments, and machine learning methods to study and measure consumer response to co-branded credit cards and email communications promoting subscriptions.

In Chapter 1, “The Impact of Co-branded Credit Card Adoption on Customer Loyalty”, we estimate the treatment effects of adopting a co-branded credit card on spending and loyalty behaviors using a comprehensive longitudinal dataset from a North American airline. Our data set contained detailed records of both airline credit card adopters and non-adopters, including their travel and loyalty program activities over …

New Technologies In The Field Of Sensory Marketing And Customer Experience: A Systematic Literature Review, Dawid Gajda

Journal of Marketing and Consumer Behaviour in Emerging Markets

Nowadays, we are noticing more and more new technological solutions that fit into the field of sensory marketing, the implementation of which is in a relatively preliminary stage. They are intended to improve customer experience. The main objective of the research is to determine the main topics covered in the literature. This article covers a systematic literature review of research conducted to date on new technologies that are part of the field of sensory marketing related to customer experience. The research search was based on two databases: Scopus and Web of Science Core Collections. Studies conducted between 2007 and May …

How To Grow My Business On Social Media, Thomas Vehige

Honors Theses

This thesis discussed goals, strategies and tactics to expand an existing freelance sports videography business into a more robust business through the use of targeted social media campaigns. Author discusses demographic choices, social media platform selection and goals for thoughtful evaluation of opportunities and core competencies.

The Change In Representation Of Women In Perfume Advertisements With Respect To Power, Rasika More

Electronic Theses and Dissertations

Gender portrayals in advertising have been examined extensively in the last six decades and remain an important topic. Certain brands have taken the initiative of destabilizing patriarchal norms entrenched in society by supporting modern trends and initiatives through various brand/product campaigns and advertisements that support the fluidity in power and representation. The present study navigates the changes in the representation of women in perfume advertisements that have taken place in the advertising world in the past two decades to see if women are shown to possess a sense of power with their head held high and strong posture, compared to …

Test Submission, Christine Test

Test Series

No abstract provided.

Assessing The Snap Consumer Environment At Farmers Markets, Gabrielle C. Young, Sarah Misyak, Meredith Ledlie Johnson, Natalie E. Martin, Elena Serrano

Journal of Extension

The SNAP at Farmers Market Environmental Assessment was developed as a tool for market managers to examine SNAP participant accessibility for redeeming SNAP benefits at farmers markets. By completing the SNAP at Farmers Market Environmental Assessment, the tool can serve as a guide for providing practical next steps for market improvement. Extension practitioners and researchers, including SNAP-Ed staff, can use the assessment tool to support policy, systems, and environment change efforts that promote access to local, high-quality foods by SNAP consumers, the redemption of SNAP benefits, and potentially increased sales at farmers markets.

Effects Of Disclosing Discount Code Commissions On Perceived Influencer Sincerity And Attitude Toward Discount Code Use, Mira Lee, Taehee Park

Asia Marketing Journal

The purpose of this study is to examine the effects of disclosing sales commissions pertaining to an influencer discount code on perceived sincerity of an influencer and attitude toward using the discount code. In the first study, consumers participated in a two-cell (commission disclosure: absent vs. present) between-subjects experimental design. In the second study, consumers participated in a two (commission disclosure: absent vs. present) by two (discount level: low vs. high) between-subjects experimental design. The findings of Study 1 demonstrate that the sales commission disclosure pertaining to discount codes results in a higher perceived sincerity of the influencer. Results of …

Beyond Boarders For First-Generation Students, Nayeli Ortiz

Management Undergraduate Honors Theses

1. Tabeling at TRIO and Multicultural Center events

2. Require academic advisors to have at least one conversation with every student about studying abroad (never assume a student is not interested or unable to go)

3. Overtly feature first-generation study abroad students in social media and Hogs Abroad website.

4. Network interested students with students who have completed study abroad

5. Offer a promotional study-abroad program for first-generation students

6. Promote funding information and add more first-generation specific scholarships

"Hog Wild" Business Plan, Ethan Munk

Accounting Undergraduate Honors Theses

A business plan covering all parts of the creation of a business. In this case the business is a comedy club named "Hog Wild", located in the old Dickson Street theater. It covers the financials, marketing, hiring and construction processes within it. A good visual and physical understanding of a business plan and what it can lead to. Well served as an example for students to use on future projects.

Understanding The Persuasive Attributes Of Twitch Advertisements: A Study On The Effects Of Current Advertisements And Sponsorships, Colleen Sharkey

Electronic Theses and Dissertations

The research in this study aims to investigate the effectiveness of Twitch’s current advertising option, which includes mid-roll, pre-roll, and sponsored streams. It will focus on usefulness of content, brand credibility, purchase intent, and streamer credibility. Twitch has seen a surge in growth and attention in recent years, with an average of 31 million daily visitors and 1.3 trillion minutes watched globally in 2021 alone (Twitch Sales, 2022). However, despite Twitch’s growing popularity as an entertainment and entrepreneurship platform, little research has been conducted on the impact of its advertising options on brand perception. This study seeks to address this …

Creative Brief For Bliss Cupcake Cafe, Maggie Moore

Marketing Undergraduate Honors Theses

The baking and culinary industry is growing. In fact, in 2020, the market size of the global baking industry was $331.37 billion and is projected to reach $436.91 billion by 2026. Although the recent pandemic made those in the hospitality field struggle due to the canceling of special events such as birthday party gatherings, weddings, and holiday events, the industry is coming back stronger than pre-pandemic times through implementing new practices such as online ordering and delivery practices. With this, in the recent years, supply chain disruptors and inflation have caused materials and labor costs to increase and can be …

Creative Brief For The University Of Arkansas Student Technology Center, Emma Sutherland

Marketing Undergraduate Honors Theses

Creative Brief for the University of Arkansas Student Technology to improve the awareness and quality of the center.

Just Be Happy?: Investigating The Role Of Joy In Influencer Marketing Campaigns Within The Fitness Industry, Grace Gill

Marketing Undergraduate Honors Theses

Influencer marketing has become exceedingly relevant with the rise of the digital age, difficulties of the attention economy, and successes of social media marketing. Clearly, influencer marketing can be advantageous for brands, however research is limited, and best practices are generalized. This particular research focuses on influencer marketing in the fitness industry and best practices for brands implementing fitness influencers. This paper specifically analyzes the emotion breakdown of fitness influencers’ content and the value of portraying joy through branded content to the success of these influencer marketing campaigns. Through comparing quantitative data collected from third-party platforms with data gathered through …

A Community U-Knighted: Developing A Community Engagement Program For Student-Athletes, Jensen Kitrel

Undergraduate Theses

Student-athletes are expected to fill multiple roles and balance both athletic and academic responsibilities while facing other stressors. In some cases, student-athletes are further tasked with engaging with their communities as university representatives. Past research has shown that the motivation to participate in these initiatives is low due to lack of time and has acknowledged burnout among college athletes (Martin, 2019; Huml, 2019). However, few studies have taken a creative approach to address this important challenge. Utilizing functionalist theory and marketing strategies, the current research develops a program to increase volunteerism and community engagement among collegiate athletes.

Online Food Delivery Platforn Use By Restaurants, Jessica Felix Martinez

Open Access Theses & Dissertations

During the COVID-19, many restaurants were forced to adopt online food delivery platforms such as Door Dash, Uber Eats to serve their clientele. In this dissertation, I examine the following research question: what challenges and benefits did restaurant managers consider to adopt online food delivery platforms during the COVID-19 pandemic? To answer this question, I present three essays. In the first essay, I reviewed the existing academic and practitioner literature on the research context, identified the major players in the food delivery industry, and summarized the challenges that restaurants faced during the pandemic. In the second essay, I identified what …

Does Disclosure Of Advertising Spending Help Investors And Analysts?, Sungkyun Moon, Kapil R. Tuli, Anirban Mukherjee

Research Collection Lee Kong Chian School Of Business

Publicly listed firms have the discretion to disclose (or not) advertising spending in their annual (10-K) reports. The disclosure of advertising spending can provide valuable information because advertising is a leading indicator of future performance. However, estimates of advertising spending are available from data providers, arguably mitigating the need for its formal disclosure. This study argues that firms’ disclosure of advertising spending provides more complete and public information and therefore lowers investor uncertainty about future firm performance (idiosyncratic risk). Empirical analyses show this effect is largely driven by the negative effect of disclosure of advertising spending on analyst uncertainty. Consistent …

Social Acceptance Vital To Success Of Novel Food Technologies, Mark Chong, Mark Chong

Research Collection Lee Kong Chian School Of Business

In a joint commentary, SMU Associate Professor of Communication Management (Practice) Mark Chong and Andrew Powell , CEO of Asia BioBusiness Pte Ltd, discussed how social acceptance is vital to the success of novel food technologies. They also explained how companies should be guided by the science of risk perception and behavioural science, and why a risk communication and engagement strategy is an essential component of risk management.

Effects Of Difference Age And Information Searching Level On Attitudes Toward Innovative Product, Sinae Lee, Dongwon Min

Asia Marketing Journal

Innovation is no longer the purview of high-tech industries; it is blossoming in the home appliances and cosmetics sectors. However, consumers’ anxiety about the risk of new products prevents them from reaping the benefits of innovation. This anxiety is driven by customer’s lack of prior information on new products. This study examines how difference age between the chronological age of consumers and their cognitive age affects consumers’ willingness to search for information on innovative products, leading to reduced new-product anxiety. According to a survey of participants who actually bought an innovative product, we found that participants searched for more information …