Beauty And Lifestyle Subscription Services: A Modern Retailing Format For The Vigilante Collaborative Consumption Consumer, Melisa Spilinek

Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research

Advancements in technology and ease of use of online shopping via phone applications (apps) and subscription services have fundamentally changed how consumers shop. Now more than ever, consumers are turning to time-saving technological tools that are subscription services. Subscription services provide a multitude of benefits to consumers and contribute to collaborative consumption in nearly every product and service category from coffee to apparel. To investigate beauty and lifestyle subscription services and collaborative consumption this study will utilize a mixed methods convergent design to analyze user experience including price sensitivity, subscription service apps and ease of use. Anticipated contributions to the …

Exploring The Perception Of Sponsored Posts On Instagram, Mahek Verma

Honors Theses

Influencer marketing has grown immensely, and consumers are now frequently interacting with and making decisions based on content published by influencers on social media. This thesis explores how different types of endorsed influencer posts are perceived along with how the type of endorsed post can impact a consumer’s perception of the product and brand being endorsed. Using self-administered questionnaires, semi-structured interviews a simulated influencer content browsing experience, this research examines differences between influencer endorsements officially sponsored by a company, endorsements of products merely gifted by the company, and endorsements of products with no company involvement. Research findings identified a lack …

Illusional Marketing: The Use Of Storytelling, User Experience And Gamification In Business, Adnan Veysel Ertemel

Zea E-Books Collection

“This book is a must-have for marketers who need to use a composite set of tools to break through the attention economy. The book is also for the general public who might be concerned about the growing and numbing screen time that takes people away from doing other things.” — Philip Kotler on Illusional Marketing

Digital platforms know how to “hook” consumers and keep them glued to the screen. These products were developed based on psychologists’ research into the way the human brain works. These are new weapons in the marketing toolkit that will become even more effective when combined …

Advertising During The Covid-19 Global Pandemic: The Rise Of Influencer Marketing Strategies In A Recession, Bre Tenhulzen

Honors Program: Senior Projects (Public)

The COVID-19 pandemic reached the United States in January of 2020 and has since impacted nearly all industries, including advertising. Consumers, the guiding factors for all advertising strategies, faced drastic lifestyle changes and behavior shifts which sent current strategies askew. The virus has created insurmountable unknowns, thus advertising and marketing experts must rely on historical and recent data to develop strategies for brands forging ahead. COVID-19 is the first global crisis in the age of social media which has both helped and hindered communication during the crisis. Additionally, emerging influencer marketing strategies are proving more effective than ever as brands …

Digital Marketing And Smes: A Systematic Mapping Study, Abdurrahman Rahim Thaha, Erna Maulina, R Anang Muftiadi, Mohammad Benny Alexandri

Library Philosophy and Practice (e-journal)

Small and Medium Enterprises (SMEs) have a high priority for many governments because of their important economic contribution and the number of people they employ. The very rapid development of ICT in the digital era has an impact on various lines of life, including changes in business environment and consumer behavior. Therefore, the need to find out about research trends and themes in digital marketing in SMEs is important. The objective of this paper is to classify, and identify related themes and trends in the literature that are directly related to digital marketing and SMEs over the past 10 years. …

Why Online Personalized Pricing Is Unfair, Jeffrey Moriarty

Philosophy Faculty Publications

Online retailers are using advances in data collection and computing technologies to “personalize” prices, i.e., offer goods for sale to shoppers at their reservation prices, or the highest price they are willing to pay. In this paper, I offer a criticism of this practice. I begin by putting online personalized pricing in context. It is not something entirely new, but rather a kind of price discrimination, a familiar pricing practice. I then offer a fairness-based argument against it. When an online retailer personalizes prices, it competes unfairly for the social surplus created by a transaction. I defend this argument against …

Effects Of Clickbait Headlines On User Responses: An Empirical Investigation, Supavich Fone Pengnate, Jeffrey Chen, Alex Young

Journal of International Technology and Information Management

This study investigates the influence of a conventional method of delivering news headlines, clickbait, on online users’ perceptions and responses. An experiment was conducted on two groups of news headlines—traditional news and clickbait—to provide empirical evidence of the effects of clickbait on online users. The findings suggest that clickbait headlines can evoke users’ arousal and curiosity. In addition, the results from structural equation modeling fill the gap in the literature by providing evidence of the factors influencing users’ intention to read and share online news. The results reveal that while the major determinant of users’ intention to read news stories …

The Future Of Fashion: Corporate Social Responsibility And Essential Marketing Strategies, Taite Jorgensen

CMC Senior Theses

This paper analyzes how fast fashion has impacted future trends of the fashion industry. Due to globalization, the fast fashion industry has been able to create new norms of over-consumerism and international labor. Because of this, the fast fashion industry is able to mass produce in a way consumers have never seen before, in addition to making it all at extremely low prices. However, fast fashion brands are only able to mass produce cheap goods through unethical methodologies; these methodologies include unsustainable materials and practices, inhuman labor conditions and wages, and by making sizes that exclude bigger bodies. Consumers are …

Crowdfunding Digital Platforms: Backer Networks And Their Impact On Project Outcomes, Yee Heng Tan, Srinivas K. Reddy

Research Collection Lee Kong Chian School Of Business

Crowdfunding platforms serve to connect project creators and backers. Previous research has explored several project and platform determinants that impact crowdfunding outcomes. However, there has been limited research on these determinants at an individual level. Our paper addresses how backers may influence the outcomes of projects in crowdfunding platforms. We explore several methods commonly used in the industry to identify influence and show that centrality measures through a backer affiliation network best exemplifies influence. Using data from Kickstarter, we construct a weighted backer network based on 52,678 common projects backed by 11,134 backers. Controlling for digital media mentions and project …

Implementation Of Green Marketing Concept Throughsocial Media Activities: A Systematic Literature Review, Elnur Nabivi

Journal of Marketing and Consumer Behaviour in Emerging Markets

The last century’s industrial and technological development has led to the growth of environmental problems such as global warming, climate changes, water, air, and ground pollution. The awareness of modern consumers about these issues is growing, and companies respond by using “green marketing” strategies. Green marketing refers to the development and marketing of products that are considered environmentally safe. Furthermore, the extensive use of the Internet and increasing social media’s importance in recent years forced brands to communicate with consumers in this way. In this study, these two mega-trends influencing contemporary consumer behavior were combined: social media and green marketing. …

Influence Of Convenience, Time-Savings, Price, And Product Variety On Amazon Prime Members And Non-Prime Shoppers’ Online Apparel Purchase Intention, Md Rashaduzzaman

Department of Textiles, Merchandising and Fashion Design: Dissertations, Theses, and Student Research

The number of internet users and online shoppers in the United States has grown at an incredible rate over the past few decades. Greater convenience and availability of a wide assortment of apparel products at a cheaper price made online shopping very enticing to consumers. Amazon.com (Amazon) gained unprecedented popularity among consumers with its Amazon Prime program. Amazon’s retail revolutions changed consumer’s way of shopping and expectations. Both online and physical store retailers are facing tremendous pressure to fulfill that level of expectation. Thus, it is essential for retailers clearly understand the shopping expectations and preferences of Amazon Prime members …

The Challenges And Opportunities Created By A Global Pandemic's Effects On Consumer Shopping Behavior Within The Fashion Retail Industry, Kate O'Connor

Undergraduate Honors Theses

The fashion retail industry has already been undergoing an extensive transformation since the introduction of e-commerce in the late 1990s. However, changes in consumer shopping behavior caused by the COVID-19 pandemic have fundamentally altered the industry in a matter of months. Because the COVID-19 pandemic is relatively recent, there is a lack of literature regarding the challenges and opportunities for fashion retailers in light of these changes in consumer behavior. This project will illuminate the challenges and opportunities created by the COVID-19 pandemic for the different distribution modes in the fashion retail industry: brick and mortar stores, e-commerce, and omnichannel …

Tree-Based Algorithm For Stable And Efficient Data Clustering, Hasan Aljabbouli, Abdullah Albizri, Antoine Harfouche

Department of Information Management and Business Analytics Faculty Scholarship and Creative Works

The K-means algorithm is a well-known and widely used clustering algorithm due to its simplicity and convergence properties. However, one of the drawbacks of the algorithm is its instability. This paper presents improvements to the K-means algorithm using a K-dimensional tree (Kd-tree) data structure. The proposed Kd-tree is utilized as a data structure to enhance the choice of initial centers of the clusters and to reduce the number of the nearest neighbor searches required by the algorithm. The developed framework also includes an efficient center insertion technique leading to an incremental operation that overcomes the instability problem of the K-means …

A Place To Grow: Social Media And The Small Business, Lilli Vehikite

Marriott Student Review

E-commerce has revolutionaized the way we shop-- yet many small businesses have yet to embrace the growth that can come through harnessing the power of social media.

An Evaluation Of Three Online Chatbots, Mahesh Vanjani, Jamison Posey, Milam Aiken

Southwestern Business Administration Journal

Chatbots enable machines to emulate human conversation. While research has been done to examine how human-like communication with chatbots can be, heretofore comparisons of the systems with humans have not accounted for abnormal behavior from the users. For example, the people using the chatbot might be lying or trying to, in turn, imitate a computer’s response. Results of a study comparing transcripts from three chatbots and two humans show that student evaluators were able to correctly identify two computer transcripts, but failed on one. Further, they incorrectly guessed that one of the humans was a chatbot. The study also presents …

E-Commerce And Web Design For Small Businesses: Using Blogs To Build Engaging Consumer Marketing, Emma N. Tomlin

Journalism

The following study explores how to develop a successful website for an E-Commerce store that is user-friendly and engaging to consumers. A key concept that this study will discuss, is how a blog can create engaging consumer marketing. This study is focused on Moondoggies Beach Club, a surf shop with two brick-and-mortar locations in San Luis Obispo, California. A Cal Poly student saw the need for their existing online presence to be reevaluated and recreated. This paper will address the importance of well-done web design for E-Commerce, including ways to achieve user-friendly, easily accessible, well thought out web design; as …

A Proposal Digital Marketing Strategy For Marcheluzzo Srl: Training And Evaluating A Prediction Model For The Number Of Adv. Impressions, Charles Alves De Castro

Articles

This research aims to describe a digital marketing strategy elaborated to be deployed in the MarcheluzzoSrl Company located in Italy. In addition, it intends to give a wide range of information to the company about its customers, target, competitors, market, digital marketing strategy, and potential recommendations. It is also important to highlight that this strategy is focused on the Brazilian market. Most of the information collected for the situational analysis and many other components for this research were gathered through the author`s perception during his internship in the company. The methodology includes secondary data collected through field observation in the …

What Consumers Don’T Know They’Re Giving Away (Data And Privacy Concerns), Bayleigh Reeves

Marketing Undergraduate Honors Theses

The modern world leverages technology and information captured by it in ways the inventors of these technologies likely never imagined. Phones and other devices are gathering information about consumers in the background when they do not even realize it. Pew Research Center found that about 77% of Americans own a smartphone and 88% use the internet. This mass access to technology and information tracking raises many privacy concerns. Basic demographic information is being tracked as well as more in-depth information like shopping tendencies, financial information, and information about known associates. While most of this data is being used for marketing …

Web Analytics: Best Practices For An Organization’S Successful Performance; A Preliminary Analysis, Salma Dahbi

Electronic Theses and Dissertations

This research presents an exploratory study concerning organizations’ best practices of Web analytics for a successful performance and the factors influencing the companies’ successful adoption of Web analytics.

A qualitative research methodology was used engaging a comprehension of Web analytics adoption using the Diffusion of Innovation theory (Rogers, 1995) and the theory building approach (Eisenhardt, 1989). Interviews with five companies from different industries were conducted.

Findings suggest that for a successful performance, companies should consider:

• Data for better decision making.

• Web analytics barriers

• Selecting the right KPIs and metrics based on the company’s goals.

• Web analytics …

The Relationship Between Privacy Notice Formats And Consumer Disclosure Decisions: A Quantitative Study, Alexys Mercedes Carlton, David Cross

Publications

In the Data Era, the future success of many businesses will heavily depend on the business’ ability to collect and process consumer personal information. Business leaders must understand and implement practices that increase consumer trust to influence their willingness to disclose their information. The problem addressed by this study is many consumers do not trust online service providers with their personal information, and as a result, have refrained from engaging in online activities. The purpose of this quantitative correlational study was to understand how consumers use privacy notices when deciding to share their personal information with online businesses. A sample …

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

Atlantic Marketing Association Proceedings

No abstract provided.

Business Analytics Programs In Business School: What Can Marketing Do?, Yanbin Tu

Atlantic Marketing Association Proceedings

No abstract provided.

Entrepreneurial Proposal: Virtufit, Hannah Link

Honors Senior Capstone Projects

No abstract provided.

Connecting Art And The Public Through Digital Marketing And Brand Collaboration – Co-Art, A New Art Marketing Agency, Qing Su

MA Projects

Traditional art marketing often focuses on physical exhibitions, in-person networking, and the endorsement of the art world “gatekeepers.” The making of a “star” artist relies not only on the quality of the art itself, but also on how galleries (the art marketers) orchestrate the complex power dynamics in the art industry – critics, curators, institutions, and collectors. This long-lasting mechanism leads to the elitization of the art world and disconnection with the mass public as it targets only a niche number of audiences that might make an influence on an artist’s career, price, and portfolio. COART is an agency that …

"Thanks For The Free Products! #Ad": The Effects Of The Number Of Followers And Sponsorship Disclosures On The Credibility Of Instagram Influencers, Allison Renee Cox

Theses and Dissertations

Instagram influencers regularly promote products for brands. Some influencers follow Federal Trade Commission rules on advertising disclosures, such as putting "ad" or "sponsored" in a visible line of text, whereas others do not. Disclosures alert users that they are viewing an ad. Many social media users view influencers as authentic, trusted information sources, so it is important they are aware when viewing paid ads. How disclosures affect source credibility remains unclear. This study used 2 x 2 factorial design to evaluate the roles of two possible credibility enhancing factors: number of followers and advertising disclosures. Instagram users (N = …

Introversion And Online Word-Of-Mouth Behavior : What Roles Do Review Website Design And Product Design Play?, Shu Ting Lau

Lingnan Theses (MPhil & PhD)

This research investigates the online review behavior of introverted customers. Introversion is a major personality trait that has been widely discussed in many personality theories. This thesis includes two essays. Essay 1 investigates how the design of an online review website can affect the willingness to do an online review of introverts. Based on the arousal theory, it is hypothesized that introverted consumers, because of their avoidance of arousal, would have a higher willingness to do online review in an environment where other users’ feedback is not allowed, but this design does not affect extroverts. These predictions are confirmed by …

The Art Of Marketing Luxury, Aiho Tan

MA Theses

Luxury businesses face the paradoxical challenge of growing a business whilst upholding an aura of exclusivity. The objective of this thesis is to examine the key marketing strategies employed by leading luxury brands ranging from fine art to real estate. This paper examines whether luxury brands need to embrace digital innovation and technology in order to remain leaders of luxury. First-hand insight from industry leaders and case studies reveal that luxury brands need to embrace digital, utilize the power of experiential marketing strategies, invest in creative talent, strategically partner and collaborate with brands and individuals, and craft an authentic narrative …

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 …

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 …

The Role Of Social Media And Social Networking As Marketing Delivery Systems For Preventive Health Care Information, Joe Cangelosi, David Kim, Ken Griffin, Ed Ranelli

Atlantic Marketing Journal

The use of social media and social networking (SM&N) is prevalent in health care. Through social media, individuals can access information to enhance their overall health and well-being. Given that prevention is crucial to a long healthy life, as well as restraining escalating health care costs, this study offers insights into the types of social media and networking platforms that health care consumers consider most important, especially with regard to obtaining Preventive Health Care Information (PHCI). Further, it goes on to identify the demographics of persons who consider social media and social networking platforms as most important. This research used …