Advertising and Promotion Management | Open Access Articles

An Analysis Of Gender Differences In Ratings Of Importance Of School Physical Education And Recreation Programs, Paul J. Costanzo

Atlantic Marketing Association Proceedings

No abstract provided.

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Exploring Csr Communication On Twitter, Terry Damron, Lindsey Batts

Atlantic Marketing Association Proceedings

No abstract provided.

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Message Strategy And Consumer Engagement In Sponsored Posts On Facebook And Twitter, Cynthia B. Hanson

Atlantic Marketing Association Proceedings

No abstract provided.

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The Influence Of Social Media On Perceptions Of Political Authenticity, Kirsten Passyn

Atlantic Marketing Association Proceedings

No abstract provided.

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The Impact Of Social Media Power On Consumer Attitudes Toward The Brand: The Mediating/Moderating Role Of Social Media Source Credibility, Lubna Nafees, Christy M. Cook

Atlantic Marketing Association Proceedings

No abstract provided.

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

Atlantic Marketing Association Proceedings

No abstract provided.

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A Study Of Factors Influencing The Online Purchasing Intention Toward Online Shopping In Thailand, Howard W. Combs

Atlantic Marketing Association Proceedings

No abstract provided.

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Strategic Aspects Of E-Commerce Related To V-Commerce, V-Learning, And Disaster Relief, Alan D. Smith

Atlantic Marketing Association Proceedings

No abstract provided.

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Consumer Behavior In The Ready To Eat Foods Category: An Exploration In An Emerging Market, Shubhra Rajendra Meshram, Preetika Muralidharan, Avinash Mulky

Atlantic Marketing Association Proceedings

No abstract provided.

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How Effective Are Virtual Reality Experiences As Destination Marketing Tools?, Alessandra Marasco, Piera Buonincontri, Mathilda Van Niekerk, Marissa Orlowski, Fevzi Okumus

Rosen Research Review

How did you decide where to go on your last holiday? Did you see a picture-perfect paradise promoted on your social media feed? Once upon a time, planning your perfect holiday was organized with a trip to the local travel agency. In recent years you are more likely to pick your destination based on the most attractive advertisements at the top of an online travel agency website. Dr. Mathilda van Niekerk, Dr. Marissa Orlowski and Dr. Fevzi Okumus from Rosen College of Hospitality Management, along with Allessandra Marasco and Dr. Piera Buonincontri from the National Research Council's Institute for research …

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Competing With The Sharing Economy: Understanding The Barriers Faced By “Traditional” Providers, Amiee Mellon, Jim Connell

AMTP Proceedings 2020

Consumer participation has made the sharing economy an economic wonder, creating valid competition for traditional service providers. Using the self-determination theory, we examine why both consumers and peer-providers engage in the sharing economy. Three areas of consumer-focused marketing where traditional providers can increase efforts to decrease erosion are app abilities; niche markets; and consumer-desired amenities. Two areas of employee-focused marketing where traditional providers can increase efforts to decrease erosion are flexible hours and environments and employee appreciation and rewards.

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A Multimodal Analysis Using An Exemplar From Japanese Television Advertising, Noel Murray

Business Faculty Articles and Research

A multimodal analysis is used to investigate for the presence of situated meanings of uchi/soto in Japanese advertising. The analysis supports the proposition that discourses of gendered relations of uchi/soto may be found in contemporary Japanese television advertising. The article argues that relations of uchi/soto provide a unique window into Japanese consumption behavior. I advocate for multimodal critical discourse analysis as a preferred methodology and theoretical framework for multimodal advertising research applications. I discuss social and economic implications of reproducing gendered relations of uchi/soto in advertising and offer suggestions for future research on situated meanings.

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Video Marketing Strategies For Generation Z, Tay R. Sauer, Carol S. Hall

Honors Projects

If Generation Z is the first generation of digital natives, what is the best strategy for marketing college recruitment to them? Video marketing has been proven to be the most profitable form of marketing, especially short videos that can easily be spread on social media. Generation Z connects with a university most when they are able to see themselves reflected back in a diverse student body. Generation Z doesn't like "fluff" in their university recruitment marketing; this money-minded generation wants to see that they will quickly be able to get a job, internship, or campus opportunities to advance their career. …

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When Opinion Leaders Endorse Products — What Marketers Take Advantage Of And Consumers Misconceive, Alexander Mueller, Marjorie Delbaere

AMTP Proceedings 2020

This conceptual paper explores the influence of opinion leaders, the elements of credibility, and draws on endorsement literature to illustrate how opinion leaders are perceived as credible sources in the market. The paper proposes a new type of opinion leader — the celebrity expert endorser (CEE). The CEE is characterized by the typical opinion leader behaviour in the form of information dissemination and the inherent motivation to collect information to pass it on to opinion seekers. However, the CEE also cooperates with marketers, manufacturers, and corporations and engages in some form of endorsement. As a result, the CEE walks a …

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A Longitudinal Analysis Of Music Tourism Impacts, Kate Price-Howard, John C. Crossley, Andrew Holdnak Dr.

Journal of Tourism Insights

Music tourism has boomed in recent decades and has been part of the rise in cultural tourism. In recent years, several communities have implemented a concert series to help promote tourism during the shoulder season, or slower months during the off-season. In this study, a longitudinal examination of several concerts of various sizes and genres spanning about three years looks at the economic impacts for the tourist destination of Panama City Beach, FL. This paper will conduct an analysis comparing the tourism development tax, hotel/motel data provided by the industry leading data resource, Smith Travel Research (STR), in order to …

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Ethical Purchasing Dissonance: Antecedents And Coping Behaviors, Tim Reilly, Amit Saini, Jenifer Skiba

Department of Marketing: Faculty Publications

The pressure of oversight and scrutiny in the business-to-business purchasing process has the potential to cause psychological distress in purchasing professionals, giving rise to apprehensions about being ethically inappropriate. Utilizing depth interviews with public sector purchasing professionals in a phenomenological approach, the authors develop the notion of ethical purchasing dissonance to explain the psychological distress. An inductively derived conceptual framework is presented for ethical purchasing dissonance that explores its potential antecedents and consequences; illustrative propositions are presented, and managerial implications are discussed.

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A Digital Platform For College Students In The Ghanaian Rental Housing Market, Balchisu Adam Miss

Regis University Student Publications (comprehensive collection)

This paper reviewed the literature on rental housing market services in Ghana to provide the foundation in addressing the housing challenge in the country with specific reference to students. Affordability and availability of housing have been a major development challenge. However, search frictions in the rental housing market exacerbate the housing problem for college students in Ghana. The proposed project seeks to address the search friction in the rental housing market through a business start-up. The goal of the business project is to develop a digital platform that provides listing services for the Ghanaian rental housing market to reduce the …

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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 …

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The Effect Of Presenting Relative Calorie Information On Calories Ordered, Christopher Gustafson, Eliana Zeballos

Department of Agricultural Economics: Faculty Publications

In this research, we tested the effect of a novel method of presenting calorie information—highlighting relative differences in calories among ingredients. We conducted an online hypothetical food choice experiment where 633 participants selected the ingredients for a sandwich from five categories: meat/protein, cheese, spread/ dressing, bread, and vegetables. Each participant was randomly assigned to one of four calorie information conditions: 1) a condition in which no information about calories was provided, 2) a condition in which calorie information was provided for each ingredient, 3) a condition in which calorie information was presented relative to the highest calorie item, and 4) …

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Thei Student Applied Research Presentations Sarp 2020, Research Office, Technological And Higher Education Institute Of Hong Kong

THEi Student Applied Research Presentations (SARP)

No abstract provided.

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Csr Communication Strategies: How To Steer Away From Consumer Skepticism, Margaret M. Dauphinais

Honors Theses and Capstones

CSR Communication Strategies: How to Steer Away from Consumer Skepticism and Distrust

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Performance Appeals, Environmental Knowledge, And Emotions For Green Advertising, Dooyoung Choi, Ha Kyung Lee

STEMPS Faculty Publications

This study aims to investigate the effect of the green performance appeals in an advertisement on purchase intentions, which are mediated by anticipated positive emotions (i.e., happiness and hope). This study also explores that the mediation model is moderated by individuals’ environmental knowledge. Three experimental conditions were utilized in which three types of green performance appeals (before, after, before–after appeal) were presented in the advertisement of a mock denim brand. Web-based online survey data (N = 201; Amazon MTurk) were analyzed by using ANOVA and PROCESS procedure using SPSS 23.0. The results of this study indicated that when the green-message …

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Creating, Metavoicing, And Propagating: A Road Map For Understanding User Roles In Computational Advertising, Yuping Liu-Thompkins, Ewa Maslowska, Yuquing Ren, Hyejin Kim

Marketing Faculty Publications

Over the past two decades, everyday users have become a prominent force in the advertising landscape. They actively participate in conversations with and about brands by creating, amplifying, and interacting with brand-related messages. These user activities generate large volumes of structured and unstructured data that advertisers can mine to understand consumer interests and preferences. In this article, we survey insights from the user-generated content literature through the computational advertising lens to offer a road map for future research. Specifically, we discuss three roles that users play—as creators, metavoicers, and propagators. For each role, we present key research areas that can …

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Beneficiary Foci Types And Performance Appeals In Green Advertising, Dooyoung Choi, Ha Kyung Lee

STEMPS Faculty Publications

In green advertising, the message focus is often associated with one of two benefits: the self-benefit focus and the other-benefit focus. However, determining which of the two benefit foci is more effective in generating positive consumer responses is still debatable. To explain the complexity of the mixed findings, we have explored advertising appeals that influence the perception of the environmental performance of the product, or green performance perception. Specifically, we have examined the self- and other-benefit types with three performance-based appeals (before, after, and before–after appeals) in relation to perceived green performance and brand attitudes. A 2 × 3 ANOVA …

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The Corrosion Behavior Of Aisi 304l Stainless Steel In Simulated Concrete Pore Solution. And A New Marketing Plan For Stainless Steel Rebars., Kenny Aronson

Williams Honors College, Honors Research Projects

The purpose of this project is to study the corrosion behavior of AISI 304L stainless steel, and to present the results for a new marketing strategy for a steel rebar manufacturer. This experiment involved the usage of cyclic potentiodynamic polarization tests to investigate the effect of chlorides on the pitting corrosion behavior of AISI 304L stainless steel in a simulated concrete pore solution with 3.5 wt.% chlorides. The results of this experiment showed that the chlorides caused a large increase in the corrosion current density of AISI 304L stainless steel indicating increased susceptibility to general corrosion and pitting corrosion. The …

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Digital Transformation And Strategic Sponsorship: The Case Of Bbva, James Santomier, Sten Soderman, Reinhard Kunz

WCBT Faculty Publications

The overall purpose of this paper is to describe and explain the strategic sponsorship program of Banco Bilbao Vizcaya Argentaria (BBVA) and, specifically, the partnership of its U.S. subsidiary, BBVA Compass (BBVAC), with the American National Basketball Association (NBA) using a case study method. This paper demonstrates how BBVA, initially through the transformational leadership of former BBVA Group Executive Chairman Francisco González, has leveraged digital transformation and strategic sponsorship to increase its brand equity and revenue. BBVA’s effective sponsorship strategy represents an innovative, agile, and digitally focused model for marketing executives and sport marketers considering a long-term investment in strategic …

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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 …

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An Analysis Of Millennials And Their Interactions With Financial Institutions, Fallon Endsley, Lucy Matthews, Cheryl Ward

Atlantic Marketing Journal

As the largest generational cohort since the Baby Boomers of the mid-20^th century, Millennials hold significant power over the future. This is especially true in business; therefore, consideration of the environment and the target market should be lucrative. Millennials seem to fit this role more every year. This project investigates the Millennial age cohort and creates a social media portfolio to create a short social media campaign for Ascend Federal Credit Union to market their financial services and education to people ages 23 – 37. This project seeks to better understand how to utilize social media in a business …

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Breaking Down Silos Through Authentic Assessment: A Live Case Analysis, Olivia Freeman, Rosie Hand, Aileen Kennedy

Conference papers

One of the aims of Technological University Dublin (TU Dublin) is to create graduates who problem solve as socially responsible global citizens.We wanted to provide an opportunity for our students toaddress relevant, marketing and consumption challenges in new and innovative ways,and to develop analytical competences and professional skills and comportment in a real-life context.This paper describes the design,implementation and outcome of an inter-disciplinary and cross-programme ‘authentic assessment’ method which we have termed a ‘live case analysis’.The assessment comprised fieldwork, wider industry engagement, formative assessment components and a summative presentation.The method is discussed against the backdrop of a Curriculum Framework project …

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Uses And Gratifications Of Generation Z Within Social Networks: A Dialectical Investigation Into The Facebook Domain, Ryan O'Carroll, Tara Rooney

Articles

To date, little research has considered how various types of gratifications operate within SNSs such as Facebook (LaRose et al. 2001; Quan-Haase and Young, 2010; Wang, 2015). To address this gap, we explore Generation Z’s motivational behaviour through the lens of Uses and Gratifications Theory. Additionally, we investigate the types of gratification obtained by Generation Z through Facebook. The research adopted an interpretivist philosophy and employed a qualitative approach. The data collection method used semi-structured interviews, in conjunction with qualitative digital diary research. Research participants were requested to record emotions, behaviours and opinions in their digital diaries over a consecutive …

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Full-Text Articles in Advertising and Promotion Management

An Analysis Of Gender Differences In Ratings Of Importance Of School Physical Education And Recreation Programs, Paul J. Costanzo

Atlantic Marketing Association Proceedings

Exploring Csr Communication On Twitter, Terry Damron, Lindsey Batts

Atlantic Marketing Association Proceedings

Message Strategy And Consumer Engagement In Sponsored Posts On Facebook And Twitter, Cynthia B. Hanson

Atlantic Marketing Association Proceedings

The Influence Of Social Media On Perceptions Of Political Authenticity, Kirsten Passyn

Atlantic Marketing Association Proceedings

The Impact Of Social Media Power On Consumer Attitudes Toward The Brand: The Mediating/Moderating Role Of Social Media Source Credibility, Lubna Nafees, Christy M. Cook

Atlantic Marketing Association Proceedings

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

Atlantic Marketing Association Proceedings

A Study Of Factors Influencing The Online Purchasing Intention Toward Online Shopping In Thailand, Howard W. Combs

Atlantic Marketing Association Proceedings

Strategic Aspects Of E-Commerce Related To V-Commerce, V-Learning, And Disaster Relief, Alan D. Smith

Atlantic Marketing Association Proceedings

Consumer Behavior In The Ready To Eat Foods Category: An Exploration In An Emerging Market, Shubhra Rajendra Meshram, Preetika Muralidharan, Avinash Mulky

Atlantic Marketing Association Proceedings

How Effective Are Virtual Reality Experiences As Destination Marketing Tools?, Alessandra Marasco, Piera Buonincontri, Mathilda Van Niekerk, Marissa Orlowski, Fevzi Okumus

Rosen Research Review

Competing With The Sharing Economy: Understanding The Barriers Faced By “Traditional” Providers, Amiee Mellon, Jim Connell

AMTP Proceedings 2020

A Multimodal Analysis Using An Exemplar From Japanese Television Advertising, Noel Murray

Business Faculty Articles and Research

Video Marketing Strategies For Generation Z, Tay R. Sauer, Carol S. Hall

Honors Projects

When Opinion Leaders Endorse Products — What Marketers Take Advantage Of And Consumers Misconceive, Alexander Mueller, Marjorie Delbaere

AMTP Proceedings 2020

A Longitudinal Analysis Of Music Tourism Impacts, Kate Price-Howard, John C. Crossley, Andrew Holdnak Dr.

Journal of Tourism Insights

Ethical Purchasing Dissonance: Antecedents And Coping Behaviors, Tim Reilly, Amit Saini, Jenifer Skiba

Department of Marketing: Faculty Publications

A Digital Platform For College Students In The Ghanaian Rental Housing Market, Balchisu Adam Miss

Regis University Student Publications (comprehensive collection)

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

The Effect Of Presenting Relative Calorie Information On Calories Ordered, Christopher Gustafson, Eliana Zeballos

Department of Agricultural Economics: Faculty Publications

Thei Student Applied Research Presentations Sarp 2020, Research Office, Technological And Higher Education Institute Of Hong Kong

THEi Student Applied Research Presentations (SARP)

Csr Communication Strategies: How To Steer Away From Consumer Skepticism, Margaret M. Dauphinais

Honors Theses and Capstones

Performance Appeals, Environmental Knowledge, And Emotions For Green Advertising, Dooyoung Choi, Ha Kyung Lee

STEMPS Faculty Publications

Creating, Metavoicing, And Propagating: A Road Map For Understanding User Roles In Computational Advertising, Yuping Liu-Thompkins, Ewa Maslowska, Yuquing Ren, Hyejin Kim

Marketing Faculty Publications

Beneficiary Foci Types And Performance Appeals In Green Advertising, Dooyoung Choi, Ha Kyung Lee

STEMPS Faculty Publications

The Corrosion Behavior Of Aisi 304l Stainless Steel In Simulated Concrete Pore Solution. And A New Marketing Plan For Stainless Steel Rebars., Kenny Aronson

Williams Honors College, Honors Research Projects

Digital Transformation And Strategic Sponsorship: The Case Of Bbva, James Santomier, Sten Soderman, Reinhard Kunz

WCBT Faculty Publications

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

An Analysis Of Millennials And Their Interactions With Financial Institutions, Fallon Endsley, Lucy Matthews, Cheryl Ward

Atlantic Marketing Journal

Breaking Down Silos Through Authentic Assessment: A Live Case Analysis, Olivia Freeman, Rosie Hand, Aileen Kennedy

Conference papers

Uses And Gratifications Of Generation Z Within Social Networks: A Dialectical Investigation Into The Facebook Domain, Ryan O'Carroll, Tara Rooney

Articles