Arts Management Commons^™

An Exploratory Comparison Of Private And Hbcu Marketing Student Study Abroad Program (Sap) Participation Intentions, Omar Woodham, George W. Stone, Kathryn Cort, Michael A. Jones

Atlantic Marketing Journal

The current research compares two demographically diverse universities regarding their respective awareness of the study abroad programs (SAPs) offered by their school. The study focuses on each sample’s awareness of SAP opportunities (i.e., as offered by their own institution) as well as each group’s opinion of the level of university administrator effort aimed at promoting the SAP offerings at each school. The authors analyzed whether student perceptions of the level of administrator support affected student expectations regarding SAP participation prior to graduation. Given the different socio-economic characteristics of the two student samples used in the study, the authors provide additional …

Motivations In The Fine-Art Market: A Self-Determination Theory Approach, Jonathan P. Leavell

Atlantic Marketing Journal

The purpose of this paper is to demonstrate the theoretical value of incorporating constructs from self-determination theory (SDT) into the analysis of the motivations within the fine-art market. The motivations of buyers and artists are examined in light of a controlling-informational event gradient. Moureau’s and Sagot-Duvauroux’ (2012) artist business-model framework is used to provide the context for marketing’s role in facilitating communication along the various motivational interactions of the gradient. Opportunities for further research are presented.

College Students Use Social Networking Sites For Sharing With Friends, But Guess Who Else Is Looking?, Elizabeth C. Alexander, Fred Mader, Deanna Mader

Atlantic Marketing Journal

Abstract - Jobvite, a recruiting platform for the social web, reports from their annual 2012 survey of recruiters that 92% of U.S. companies are using social networking sites (SNS) for hiring purposes (Jobvit, 2012). Career Builder reported in 2009 that 45% of employers were using SNS to screen and research applicants (CareerBuilder, 2009). It is important that faculty and support staff working to place students, and the students themselves, understand the developments and practices in the use of social networking sites for job search and recruiting and the best methods, as well as detriments when marketing themselves. This study examines …

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

Atlantic Marketing Journal

This paper explores the relationship between millennials’ online behavior and their opinions of online reviews via the use of focus groups and correspondence analysis. The proposition was that millennials’ online behavior (including search behavior) is likely to have an effect on how they view online reviews. The correspondence analysis results suggest that millennials who spend more time online peruse a greater number of products. Further, relationships were found between millennials’ time online and factors influencing review trustworthiness as well as millennials’ time online and factors affecting review memorability. It is noteworthy to suggest that focus group analysis can be enhanced …

Rights Of Publicity: A Practitioner's Enigma, Gil N. Peles Esq.

Georgia Journal of Law & Technology

No abstract provided.

Impact Of Country Personality On Attitude Toward Foreign Products : Self-Congruity As A Mediator, Murat Aktan, Paul W. Chao

Atlantic Marketing Journal

This research examines the direct effect of country personality (CP) on consumer product attitude and indirect effect through consumer self-congruity between CP and his/her own self-concept on product attitude in an emerging country- Turkey. We propose an integrated structural equation model to examine the relationships. Measurement scales for CP, self-congruity and attitude are developed whose validities and reliabilities are confirmed by exploratory (EFA) and confirmatory (CFA) factor analyses with data collected from a sample of consumers in Turkey on two countries: USA and China.

The results reveal that four out of the original six dimensions of CP remain after a …

How Does Music Consumption Impact The Music Industry And Benefit Artists?, Benjamin Fly

Accounting Undergraduate Honors Theses

With the introduction of digital music in the 1990s, it internet-based music consumption has become significantly simpler and increasingly more popular as more and more consumers are streaming, sharing, and discovering new music all across the globe. With this new development of digital music, the dynamics of the music industry have been affected dramatically both in terms of record sales and the way music listeners are consuming music. Unfortunately, with the rise of music in its digital format came the rise of illegal file sharing sites, causing many to believe that the music industry was headed for its impending destruction. …

Life Beyond The Like: Uses And Gratifications Of Sharing Business Facebook Page Content, Sara M. Nash

College of Journalism and Mass Communications: Theses

One of the main reasons businesses create a Facebook Page is to solidify relationships with existing customers who are Facebook users and to leverage those relationships to gain new customers. Many studies have asked Facebook users to articulate the gratifications they receive when “liking” a business Facebook Page. These studies help explain what gratifications users gain by connecting to businesses via Facebook. To expand on these findings, the current pilot study applied the uses and gratifications theory to identify Facebook users’ motivations to “share” business Facebook content within their own personal network. Understanding users’ reasons for “sharing” will help businesses …

Cutting The Cord: An Examination Of Changing Tv Viewership, John Crawford

Atlantic Marketing Association Proceedings

On October 2, 1925, John Baird successfully transmitted the first television image. Since the early days of the new medium, television technology has constantly changed. Similarly, as the decades have passed the means for receiving television programming has also changed. Today, programs are delivered to millions of customers via cable connections and by satellite transmissions as those technologies were chosen by consumers to replace antennas as a means for receiving signals. The newer delivery mechanisms also provided many more channels to consumers compared to the handful of channels they could access in the antenna-only days.

The television programming delivery industry …

Authenticity In Music Performance: Evidence From The Singer-Songwriter Community, Jon Littlefield

Atlantic Marketing Association Proceedings

Experiencing music provides a unique lens to study identity. The alienation resulting from increased technological mediation in both music production and consumption might drive consumption (Potter 2010), hence authenticity may be an appealing positioning strategy for marketers. Singer-songwriters, for example, write and perform their own music with minimal technological interference. This represents a direct connection with the musician that we characterize as more historically authentic (Thornton 1996), however this characterization is not universal. In this paper, I seek to gather insight into the myriad expressions of authenticity within the music consumption environment by detailing a study of performance musicians.

Narrative Engagement And The Role Of Presence, Stef Nicovich

Atlantic Marketing Association Proceedings

Presence as a phenomenon has been studied for over 20 years with an identifiable progression as to how the field has matured. Initial research explored the physical nature of what conditions were necessary to produce presence focusing on the physical representations of the experience such as vividness and interactivity. This soon segued into more of an exploration into the psychological understanding of what is to experience presence focusing more on the actual “being there” phenomenon experienced by people as they engaged in a CM event. However as our understanding of presence has matured the focus has turned to exploring the …

Music As A Positional Good: Why Market Success Might Actually Drive Away Some Fans?, Timothy J. Schibik

Atlantic Marketing Association Proceedings

The Oxford Dictionary of Economics defines “goods” as things that people (e.g., consumers) prefer to consume more of rather than less. Further, these “goods” overwhelmingly adhere to a relationship between price and quantity known as the Law of Demand wherein consumers will purchase more of a good at lower prices than at higher prices. How the demand for these “goods” reacts to non-price stimuli is also well known and yields a place in the market system for marketing. Traditionally, the adoption of marketing techniques to alter the consumer satisfaction process and thus consumer demand has predictable impacts on the market …

The Sensoryscape Of Theaters: A Case Of Two University Associated Theaters, Peggy O. Shields

Atlantic Marketing Association Proceedings

Live theater productions, must compete with other forms of entertainment offered in the experience economy (Barlow and Maul 2000). An impressive sensory experience that entertains and excites consumers is a key element that can differentiate and distinguish one experience from another (Gobe 2001). To be competitive theater productions should use their delivery facilities to provide an immersion experience in a theater’s sensoryscape.

Theater venues offer a sensory experience that contributes to the service offering and also provide an opportunity to contribute to the achievement of numerous marketing goals. By consciously developing the sensoryscape, not only will consumer enjoyment and satisfaction …

Motivations In The Fine-Art Market: A Self-Determination Theory Approach, J. Paul Leavell

Atlantic Marketing Association Proceedings

Fine-art marketing research experiences friction that other arenas for marketing research do not. The product moved within this arena has subjective value with many drivers that can be difficult to quantify: The motivations of sellers and buyers may be different from what other marketing arenas experience (Marshall and Forrest 2011). The end price of fine art may have no relationship to the cost of inputs relying more on the demand driven by the artist’s reputation (Throsby 1994). Due to such challenges, the Academy has struggled in its contemplation of the marketing concept within this arena.

This paper will investigate the …

Rembrandt Versus Van Gogh: A Qualitative Contrast Study Applying A Visual Arts Valutation Model, Rene Desborde, Kimball P. Marshall

Atlantic Marketing Association Proceedings

Few marketing scholars have explored the field of fine arts marketing despite its significance as an area of economic activity and human creativity. Billions of dollars change hands annually in the worldwide visual fine arts industry (Velthuis, 2007; Clark and Flaherty, 2002), defined here to include various paintings, sculptures, and ceramics. This lack of academic attention might be because marketing scholars perceive that issues related to fine arts have little to do with marketing. It could also be that the unique characteristics of fine arts marketing are thought not to lend themselves to a traditional analytical approach to explain a …

Pricing In Opaque Markets: Paintings Old And New, Sharon V. Thach

Atlantic Marketing Association Proceedings

Pricing is one of the more difficult aspects of marketing management and poses interesting problems for economists trying to account for what are really a collection of microsales that are not well reflected in aggregate macroterms. The developed models and processes work best for mass produced products but grow increasingly problematic when products are intangible services or unique goods. This paper looks at paintings as a product within a specific “industry” , but many of the issues are similar to those in the professional services (law, medicine, education) and auxiliary services (consulting, IT outsourcing, insurance). There are also aspects of …

Copyright Complements And Piracy-Induced Deadweight Loss, Jiarui (Jerry) Liu

Indiana Law Journal

Conventional wisdom suggests that copyright piracy may in effect reduce the deadweight loss resulting from copyright protection because it allows the public unlimited access to information goods at a price closer to marginal cost. It has been further contended that lower copyright protection would benefit society as a whole, as long as authors continue to receive sufficient incentives from alternative revenue streams in ancillary markets, for example, touring, advertising, and merchandizing. By evaluating the empirical evidence from the music, performance, and video game markets, this Article highlights a counterintuitive yet important point: copyright piracy, while decreasing the deadweight loss in …

An Integrated Marketing Communications Plan For The Great American Comedy Festival, Johnny Carson Theatre, Norfolk, Nebraska, Adnormal Strategies, Emily Schaefer, Tony Nelson, Dominique Brown, Kary Benson, Mickey Mcconkey, Katheryn Schuller, Amanda Gammel, Max Wesely

College of Journalism and Mass Communications: Student Advertising Projects

EXECUTIVE SUMMARY Client: The Great American Comedy Festival

Campaign Purpose: In the summer of 2014, members of the Great American Comedy Festival approached our team of 8 advertising and public relation students with a specific task. The proposed task was to help increase attendance as well as raise awareness for future Great American Comedy Festivals. Our team’s mission is to present innovative ideas that will help our client generate an increase in attendance and to also provide them with beneficial tactics for future festivals.

Research: For our campaign, we accumulated various data through both secondary and primary research. Our secondary …

Twitter Technology Trampling Fashion Designs: The Effects Of Twitter On The Fashion Industry., Margaret K. Reder

Pell Scholars and Senior Theses

The fashion industry continuously faces the issue of fashion piracy, retailers intentionally copying fashion designs from the runway and cheaply manufacturing them to sell at a low price. While large retailers are soaring, many young designers are struggling to survive. Fashion labels are turning to better marketing strategies and the use of social media to increase their popularity, image and revenue. This thesis covers the rise of Twitter, and how fashion designers, specifically Diane Von Furstenberg, Nanette Lepore, and Tory Burch, use Twitter and for what purpose. My goal is to determine if the use of Twitter fosters brand growth …