Business and Corporate Communications Commons^™

Typology Of Tweets And User Engagement Generated By U.S. Companies Involved In Developing Covid-19 Vaccines, Priyanka Khandelwal, Leslie Ramos Salazar, Soni Khandelwal

Department of Marketing: Faculty Publications

This study analyzes 295 tweets by four U.S. companies engaged in discovering a vaccine for COVID-19. Tweets were analyzed to understand how their Twitter feeds balanced corporate and product branding (vaccine, medicines, etc.) and disseminated scientific information relating to COVID-19. The results suggest that these companies were actively embedding technical information about COVID-19 in their corporate and product branding. Tweets providing technical and scientific information about the progress made toward developing a COVID-19 vaccine garnered high levels of user engagement from their target audience. Findings from this study indicate the growing importance of technical communication in corporate settings during a …

The Psychology Behind The Marketing Of Alcohol And Tobacco: How We Convince People To Do Things That Are Bad For Them, Sophie Dvorkin

CMC Senior Theses

The marketing tactics of the alcohol and tobacco industry are inextricably linked through the psychological basis upon which these companies target their customers. Through the principles of reciprocity, social proof, scarcity, commitment and consistency, unity, and authority featured in Robert Cialdini’s book Influence: The Psychology of Persuasion (2021). The principle of reciprocity explains how companies get customers to buy in, social proof explains our dependence on our peers’ validation, and scarcity explains why we want what we can’t have. The principles of commitment and consistency explain how companies garner long-term customers that see themselves as an extension of a brand, …

Businesses Supposedly Held The Key To The Ada, But They Dropped The Ball: Can Marketing Be The Shot In The Arm America Needs To Bring The Spirit Of The Ada Back To Life?, Elizabeth T. Gratz

Graduate Theses, Dissertations, and Problem Reports (ETD)

This research investigates the historical and current focus of the field of marketing on the disability community and considers whether marketers can positively impact attitudes toward the group through their firm media content. My first essay uses the Rocky Road to Policy Pavers model to discuss the importance of this large and underserved consumer group, and highlights several opportunities for the marketing community to reduce existing barriers to disabled consumers in the marketplace. One way that marketers can reduce stigma and improve attitudes toward the disability community is by strategically portraying individuals with disabilities in their firm media content. My …

Brides And Bridal Stores: Online Or Brick-And-Mortar, Libby C. Jones, Ismet Anitsal, Melek Meral Anitsal

Atlantic Marketing Journal

This paper explores the growing global bridal industry and the different trends, traditions, and aspects of specific countries' bridal industries. It outlines western and eastern traditions and how globalization contributes to their spread. A deeper focus is dedicated to the United States' bridal industry and the issues brick-and-mortar bridal boutiques face as more brides have started shopping at online bridal stores. The relationship between brick-and-mortar and online bridal stores is explored based on various propositions about the bridal industry's emerging challenges. These propositions include trust issues in the retail environment, convenience, selection of bridal gowns in different retail formats, incorporating …

2021 Ijbe V2 Front Matter, Tamra Connor

International Journal for Business Education

1. Editorial Board
2. Letter from International President
3. SIEC-ISBE International

What Has Changed For Top Mba Schools Within A Decade In Terms Of Mindfulness?, Dr. Damla Aktan, Asst. Prof. Nilgün Gürkaynak

International Journal for Business Education

The concepts of “mindful consumption” and “sustainability” became indispensable parts of both academia and business life. Based upon an initial research conducted in 2012, this research aims to understand and compare the change within a decade in MBA curricula in terms of mindfulness content inclusion as well as sustainability and ecological orientation. The results compare the evolution of the integration of concepts to curricula since 2012 through the official websites of the top 100 MBA schools of the Financial Times Global Ranking in both 2012 and 2022. The study aims to summarize how the concepts of sustainability, mindful consumption and …

A Pedagogical Mystique?: Lessons Of Incorporating Feminism Into Skills-Based Communication Courses, Daniela Molta, Regina M. Luttrell Ph.D., Christopher J. Mccollough

Journal of Communication Pedagogy

It is imperative that today’s advertising, journalism, mass communication, and public relations students are prepared to engage in corporate activism and corporate social responsibility communications once in the workforce. This article explores the need for incorporating equity-based pedagogy, using feminism as one of many approaches, into skills-based communication courses. The researchers conducted 20 qualitative interviews with academics to discuss various approaches, examples, and learnings. The findings suggest that using a feminist framework to teach skills: (1) enhances the skill being taught, (2) allows students to communicate more effectively, (3) builds life skills, and (4) comes in many forms. The article …

Comparing The Effects Of User Generated Video Reviews And Brand Generated Advertisements On Consumer Decisions On Youtube, Vaibhav Shwetangbhai Diwanji, Jaejin Lee

Journal of Applied Marketing Theory

This empirical study examines the effects of user generated vlogs (UGV) versus brand generated ads (BGA) on consumer decisions on YouTube. UGV refers to any type of review video content about brands or products, created and published by users on YouTube. BGA refers to brand generated advertisements on YouTube. Guided by the elaboration likelihood model of persuasion, this online experimental research involved a 2 (source: UGV versus BGA) X 2 (involvement: high versus low) X 2 (gender: male versus female) between-subjects research design. Results showed that UGV elicited significantly greater effects on consumer brand attitudes and purchase intentions than BGA, …

Examining The Factors Influencing Tourists’ Destination: A Case Of Nanhai Movie Theme Park In China, Liting Zhou, Fei Ouyang, Yang Li, Jieling Zhan, Nadeem Akhtar, Muhammad Ittefaq

School of Communication Studies - Faculty Scholarship

The present study used a stimulus-organism-response (S-O-R) theoretical framework to examine the relationship between theme park tourists’ experience, brand identity, brand satisfaction, and brand loyalty in China. By using the structural equation model (CB-SEM), this paper illustrates the process of forming destination brand loyalty for sustainable tourism on theme parks. The results suggested a second-order structure of tourism experience. The first-order four factors have different impacts on the second-order tourism experience. Activity experience is the most important factor influencing tourism experience, followed by environment experience, then facility experience, and finally interaction experience. In terms of tourism experience, individual brand identity-brand …

Corporate Social Responsibility Influence On Organizational Performance: Moderating Effect Of Corporate Reputation Performance: Moderating Effect Of Corporate Reputation, Eti Jain, Anuja Shukla, Shiv K. Sharma, Arvind Kumar

Management Dynamics

No abstract provided.

Obstacles To Managing Social Institutions In Light Of The Corona Pandemic, Ibrahim Al-Adra, Mohd Habib Samkari

Journal of the Association of Arab Universities for Research in Higher Education مجلة اتحاد الجامعات العربية للبحوث في التعليم العالي

The study aimed to identify the obstacles to managing social institutions in light of the Corona pandemic. The study sample consisted of (15) general managers and directors of sub-sections in social institutions working in the field. The study used the qualitative approach for the purposes of the study, and the researchers used the interview as a tool for collecting information and data. The results of the study indicated that the most prominent administrative obstacles are the lack of alternative plans for the administration to deal with crises, and the lack of readiness of the Internet and technology infrastructure. While the …

The Relationships Among Locus Of Control, The Impostor Phenomenon, And Math Anxiety In Business Majors, Tiffany L. S. Tovey, Stephanie Kelly, Wiley Brown

International Journal for Business Education

The importance of quantitative literacy in business education cannot be overstated. A barrier to enhancing quantitative skills for many business majors is their math anxiety, an angst some individuals experience when working with numbers. This study explored the relationship between math anxiety, locus of control, and impostor phenomenon in business students. 220 business students (undergraduate and graduate) from a two moderately sized southeastern universities in the United States participated in an online survey that assessed these three phenomena. A linear regression was run to understand the relationships among the variables. The results indicated that more than one fifth of math …

The Terrorist Laffer Curve:Rationality And Insurgency In Iraq, 2004-2008, Dennis S. Edwards

Southern University College of Business E-Journal

While the original framework by Arthur Laffer focused on tax rates and the resulting revenue from such taxation, the Laffer curve has been applied to other studies in behavior as well. This paper details evidence of a Laffer curve in Iraq with respect to terrorist violence and Iraqi public support of that violence against the U.S.-led coalition forces. As insurgents began killing more Iraqi citizens in their attacks on U.S.-led forces, the increased lethality caused initial support of such violence to erode. As a result, the high-level terrorist hierarchy has suggested that its operatives reduce lethality and indiscriminate bombings.

Marketing Activity Influences On Brand Attractiveness & Loyalty, Keiondre' Mcallister

McNair Scholars Research

While selecting a specific brand could seem simple, many variables are considered. Consumers must trust that the chosen brand meets their needs by providing value. Value differs for everyone; however, four value pillars within the value creation pyramid could explain which value attracts the consumer most to a brand. These value elements will be explored to explain consumer preferences.

Understanding Millennials Regarding Online Versus In-Store Grocery Shopping Preferences, Timothy L. Schauer

Atlantic Marketing Journal

Grocery shopping has changed in significant ways over the last 150 years – all to allow customers to choose their own items (Strasser, 1989). Within the last decade, large U.S. supermarkets, like Kroger, Walmart, and Safeway have rolled out online stores (Perez, 2015). However, in 2017, when the Internet-based giant, Amazon, acquired Whole Foods and developed the Amazon Go concept store, the march toward online-only sales came into question. The purpose of this research is to attempt to understand the preferences associated with Millennials regarding online versus in-store grocery shopping preferences. This paper provides the following contributions. First, it extends …

Keeping The Faith: The Impact Of Religiosity On Controversial Social Justice Advertising, Rebecca Rast, Josh Coleman, Christina S. Simmers

Atlantic Marketing Journal

Religious individuals have traditionally responded negatively to controversial advertising; however, little has been examined in their response to brand activism in the form of social justice issues. Interestingly, brands may find support from more religious individuals when promoting certain social issues. Across three studies using two social networks (Twitter and Instagram), this research demonstrates that individuals who identify as more religious (compared to those who identify as less religious) consistently display higher attitudes, intentions, and perceptions of authenticity for brands supporting social justice issues (precisely racial inequality, or “Black Lives Matter”). These findings are explained through social identity theory, in …

Analysis Of The Comovement Of Unemployment In Midwestern States, Tammy Rapp Parker

Southern University College of Business E-Journal

The current paper investigates the interrelatedness of twelve Midwestern states through the comovement of unemployment rates. Due to their geographic location, we would anticipate similarities and comovement among macroeconomic variables. The results show that although most of the bivariate pairings do show a relationship. Five of the sixty-five pairings show no indication of cointegration among their unemployment rates. Each of these five pairings includes North Dakota. The paper investigates geographic and socioeconomic similarities between these states to try to explain these results.

Baumol And Bowen Cost Effects In Research Universities, Robert E. Martin

Southern University College of Business E-Journal

We estimate cost models for both public and private research universities and use partial differentials from these models to estimate different cost effects. The results suggest both Baumol’s cost disease and Bowen’s revenue theory drive cost higher and that Bowen effects are larger than Baumol effects. Tight revenue since 2008 reversed some declines in productivity and accelerated the trend in economizing on the use of tenure track faculty. This behavior under loose and tight revenue constraints is consistent with Bowen’s revenue theory.

Tesla Vs. Its Stock Price: “Herd Theory” At Work?, Yun Cheng, Carroll Griffin

Southern University College of Business E-Journal

Since its inception in 2003, Tesla, Inc. has striven to be more than simply an electric automobile manufacturer. Since its first release in 2008 (the luxury Roadster), the company has introduced several additional high-end models as well as a much anticipated mid-priced model. Its vehicles consistently receive enthusiastic reviews from consumer analysts and industry publications alike. Perhaps as a reflection of its continued innovation and product-line expansion, as well as investor optimism regarding the company’s future prospects, its stock price has risen to extraordinary levels. However, despite all of this apparent success and highly-valued stock, Tesla has generated relatively little …

The Use Of Ethnonyms In Communication Strategies, Cristina B. Gonzales Otoya Villanueva

Student Theses and Dissertations

This research aims to explore the effectiveness of the language used in external communications, including brand campaigns already launched targeting different ethnic groups, with a particular emphasis on the Hispanic, Latino and Latinx communities. The final objective is to provide recommendations on the appropriate use of ethnonyms in their marketing strategies while authentically approaching their target market to generate brand affinity and long-standing trust.

The Significance Of Sonic Branding To Strategically Stimulate Consumer Behavior: Content Analysis Of Four Interviews From Jeanna Isham’S “Sound In Marketing” Podcast, Ina Beilina

Student Theses and Dissertations

Purpose:
Sonic branding is not just about composing jingles like McDonald’s “I’m Lovin’ It.” Sonic branding is an industry that strategically designs a cohesive auditory component of a brand’s corporate identity. This paper examines the psychological impact of music and sound on consumer behavior reviewing studies from the past 40 years and investigates the significance of stimulating auditory perception by infusing sound in consumer experience in the modern 2020s.

Design/methodology/approach:
Qualitative content analysis of audio media was used to test two hypotheses. Four archival oral interview recordings from Jeanna Isham’s podcast “Sound in Marketing” featuring the sonic branding experts …

Implementing A Micro-Business Internship Program In Dangriga, Belize, Shaadee Shojai

Management Undergraduate Honors Theses

Over the Summer, I was able to work with Peacework in Belize through the University of Arkansas. While I was unable to physically go to Belize due to the COVID-19 Pandemic, I feel that I was still able to learn about the culture, in both the casual and business workplace, as well as help the people of Dangriga. The goal of my project was to help consult with the Tourism Department of Dangriga to help develop their small business into businesses that were more appealing to tourists. Unfortunately, most people who own small businesses in Dangriga can’t support themselves with …

Recipe For Good: Analyzing The Authenticity Of Csr Commitments Among The Leadership Of A Parent Company To Global Restaurant Brands., Lauren E. Reuss

College of Arts & Sciences Senior Theses

Corporate Social Responsibility (CSR) is a form of private self-regulation conducted by businesses; CSR aims to contribute to societal goals of philanthropy, activism, and ethics by improving society, policy, and or the environment. Corporate social responsibility is becoming a greater aspect of modern business, but as it becomes part of the modern discourse, it is right to question whether its efforts are authentic to those driving these initiatives? This case study seeks to understand how the leadership within the parent company of a global foods brand depicts authenticity and communicates its social and environmental efforts to stakeholders. Building on existing …

Crip Theory And Creative Briefs: Interpreting Disability In The Creative Process, Josh Loebner

All Dissertations

Brands, advertising agencies and other partners collaborate through curated phases to create marketing and advertisements, but within this process, how does the creative brief shape disability inclusion or exclusion? By moving the conversation from interpreting disability representation in an advertisement or finished marketing piece, to analyzing disability at the onset of the creative process, these insights present a critical contribution to scholarship on disability, marketing and consumer culture. Framed within crip theory, the research investigates how disability identity is—or is not—manifest in a creative brief within the creative process.

Much of marketing, advertising and disability studies scholarship centers on finished …

Dentistry And The Law: Responding To Internet Criticism And Hipaa Considerations, Dan Schulte Jd

The Journal of the Michigan Dental Association

This Dentistry and the Law column addresses the challenge of responding to online criticism as a healthcare professional, particularly dentists. The question involves a patient posting false and damaging information online, leading to concerns about reputation and the desire to set the record straight. The response outlines the limitations imposed by HIPAA on using patient information for such purposes and explores the legal complexities in pursuing recourse. The column advises against responding directly to negative online posts, emphasizing proactive reputation management through online advertising and patient testimonials.

Ira Disclosure Framing Effects On Purchase Decisions, Eugene Cautillo, Mary M. Long

Atlantic Marketing Journal

This research examines the use of disclosures included in IRA advertisements to determine their impact on purchase decisions. Disclosures were manipulated through different framing language to examine the investor’s risk perception. The Hayes Process Model was used to test the significance of investor risk perception and risk propensity (investor’s likelihood to act on risk perception) related to framing manipulation and ultimately, the purchase decision. The level of risk propensity was then used to assess the impact on the purchase decision for investors with varying sophistication levels. Additionally, the investor’s sophistication level, determined via a series of investment questions, was also …

Medst 260: Advertising And Marketing, Mara Einstein

Open Educational Resources

Introductory course to Advertising and Marketing.

The Impact Of Verified (Unverified) Online Product Consumer Reviews On Consumer Product Attitudes, Kathryn Cort Dr., Roland Leak Dr.

Atlantic Marketing Journal

Customer product reviews are an integral component for companies conducting e-commerce, enabling them to stay connected and engaged with their consumers. However, more important these reviews are being utilized and incorporated into the marketing plans of companies. Companies can use a mixture of verified and unverified purchase badges in their displayed product reviews. This study finds that as customers are provided with this additional information to help form impressions about the products they are reviewing, customers' need for cognition ultimately determines how they utilize the presence or absence of these badges.

What's In A Name? Public Perceptions Of Multi-Level Marketing, Robert A. Peterson, Jeffrey A. Peterson

Atlantic Marketing Journal

This paper presents the results of a nationwide survey of the American public’s general familiarity with, and perceptions of, multi-level marketing, direct selling, and social selling. Survey respondents were most familiar with direct selling; there was no substantive difference in familiarity with multi-level marketing and social selling. Respondents familiar with the three terms possessed perceptions of them that were significantly more positive than were the perceptions of respondents reporting not being familiar with the terms. Across all terms, male respondents reported being more familiar with, and more positively disposed toward, them than did female respondents. Respondents 55 years of age …

Fashion And Sustainability: Consumption And Shared Responsibility, Jie Gao Fowler, Timothy Reisenwitz, Rongwei Chu

Atlantic Marketing Journal

Indulgence in fashion has been indispensable in modern societies, as it is a crucial device for self-image and identity construction. With the advanced technology and globalization of production, the fashion industry has skewed towards fast fashion, making the latest trends available to mass consumers at affordable prices. This research aims to examine how Chinese consumers perceive sustainable consumption in the context of fashion. We endeavor to explore the factors that influence the engagement of sustainable consumption. This study aims not to argue whether sustainable fashion should mobilize or replace the current fashion system but to provide evidence on consumers' perception …