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Articles 391 - 420 of 816

Full-Text Articles in Marketing

Quitting Together: Formative Research To Develop A Social Marketing Plan For Smoking Cessation Among Women In A Residential Treatment Facility For Substance Abuse Recovery, August D. Anderson Jan 2018

Quitting Together: Formative Research To Develop A Social Marketing Plan For Smoking Cessation Among Women In A Residential Treatment Facility For Substance Abuse Recovery, August D. Anderson

Theses and Dissertations--Communication

Both smoking addiction and illicit substance abuse are prevalent issues in the United States today. Furthermore, these are issues that have significant impact on women’s health and mental state. Despite research that shows that smoking cessation coupled with substance abuse recovery can decrease likelihood of relapse post-recovery, few substance abuse recovery facilities today offer smoking cessation programming options. To address the issue of smoking addiction on top of substance abuse recovery, formative research was conducted through this study to determine the underlying causes of smoking habits coupled with recovery efforts and the attitudes. Through focus group sessions with women in …

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Traditional And Emerging Ethical Concerns In Advertising, Jennifer Lemanski Jan 2018

Traditional And Emerging Ethical Concerns In Advertising, Jennifer Lemanski

Communication Faculty Publications

Ethical issues surrounding advertising have been well-discussed. However, over time and alongside societal and media changes, different questions have moved to the forefront in the discussion on advertising ethics. This paper presents an overview of traditional ethical issues of importance in the United States, and analyzes the changes that have come about as a result of newer, more interactive media for ad placements. Although many of the traditional ethical dilemmas remain, the more personalized and interactive nature of new media and an expanded landscape for advertisers to stake their claims have introduced new issues that were previously not of concern, …

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Technology Over-Consumption: Helping Students Find Balance In A World Of Alluring Distractions, George D. Shows, Pia A. Albinsson, Tatyana B. Ruseva, Diane Marie Waryold Jan 2018

Technology Over-Consumption: Helping Students Find Balance In A World Of Alluring Distractions, George D. Shows, Pia A. Albinsson, Tatyana B. Ruseva, Diane Marie Waryold

Atlantic Marketing Journal

The last two decades has seen a fundamental shift in society with the growth in technology and the growth of social media. This shift has been embraced in the classroom as a tool to enhance the learning experience of the student. Students have experienced a fundamental shift in interaction with themselves and the world they inhabit with the exponential growth in technology and social media both inside and outside the classroom. The result is the multitasking student, who must constantly switch between a growing number of interactions. Attention spans have a finite limit, and eventually students experience an over-consumption of …

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Blogging As Marketing: From Writing To Revenue, Matthew Headland Jan 2018

Blogging As Marketing: From Writing To Revenue, Matthew Headland

Williams Honors College, Honors Research Projects

This research paper explores the evolution of writing from a form of self-expression into a tactic to build community and to earn revenue in the form of web logs, or blogs. A history tracing blogging back to personal diaries and journals operates to set the context for the methods by which current day blogs create persona, community, and revenue. Through research conducted utilizing industry reports, academic texts, and professional blog articles, a thorough examination of 3 types of blogs outlines the methods of creating a successful blog and how each type of blog is monetized. Current trends in personal blogging, …

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Marketing Unhealthy Foods And Beverages: Our Children At Risk, Cheryl Ward, Diane R. Edmondson, Allison Wheeley Jan 2018

Marketing Unhealthy Foods And Beverages: Our Children At Risk, Cheryl Ward, Diane R. Edmondson, Allison Wheeley

Atlantic Marketing Journal

This paper examines the ethical dilemma created because of the largely ineffective self-regulation of the advertising industry as it relates to children and the corresponding drastic increase in childhood obesity. Unhealthy food and beverage companies are intentionally targeting children who have not yet developed the cognitive skills necessary to discern programming content from advertising. Children, who have many years of consumption ahead of them, can be an appealing target market for companies promoting products high in fat and calories. Given that existing self-regulation policies have been largely unsuccessful, four potential solutions are discussed.

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Marketing Leadership In A Knowledge Economy, Myles Bassell, Sonia Lambert Jan 2018

Marketing Leadership In A Knowledge Economy, Myles Bassell, Sonia Lambert

Atlantic Marketing Journal

Often the most valuable assets of a marketing driven firm are intangible assets such as a brand name, intellectual capital, and the expertise and knowledge of employees. The new breed of marketing leaders understand that it is important for employees to collaborate and be engaged and that leaders must be agents of change, creative, ethical, and global thinkers who can create learning organizations. The research reveals that organizations that are going to thrive in the knowledge economy are those that have marketing leaders who can build learning organizations, encourage diversity, and ensure employees are engaged in meaningful work.

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Buyer-Seller Communications: Trusted Advisor Constructs And Measurement, Stephen C. Carlson 6425540 Jan 2018

Buyer-Seller Communications: Trusted Advisor Constructs And Measurement, Stephen C. Carlson 6425540

Atlantic Marketing Journal

Attainment of the “trusted advisor” role for sales representatives in a complex sales environment is considered the pinnacle of buyer-seller relationships. This study also examines whether pervasive smartphone use particularly among the millennial generation has substantially altered behaviors in the form of communications in the buyer-seller relationship. Does replacement of face-to-face and direct verbal communications by impersonal technology based communications that removes verbal and non-verbal or behavioral forms of communications have an impact on perceptions of communication quality and trust building among the parties. As use of smartphones for text based communications is more prevalent among younger generations, can generational …

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A Course Project Designed To Aid Students’ Understanding Of The Structure Of Advertisements: An Application Of The Who Says What To Whom Over What Channel With What Effect Model, Paul J. Costanzo Jan 2018

A Course Project Designed To Aid Students’ Understanding Of The Structure Of Advertisements: An Application Of The Who Says What To Whom Over What Channel With What Effect Model, Paul J. Costanzo

Atlantic Marketing Journal

The author describes a project using a classic communication and attitude-change model and explains how instructors teaching a course in promotional strategy, advertising, or integrated marketing communications can use it to help students better understand the critical elements of an effective advertisement. The author provides an overview of the research on the classic model and describes how the model is still useful today. One benefit for the instructor who adopts this project in their respective course is that students are required to synthesize knowledge of the model with information provided in the current advertising literature and then use this knowledge …

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A Theoretical Framework Of Sports Team’S Well-Being: An Integrative Perspective Of Emotional Intelligence And Equivocality On Trust And Happiness, Drew Sannes, Wooyang Kim Jan 2018

A Theoretical Framework Of Sports Team’S Well-Being: An Integrative Perspective Of Emotional Intelligence And Equivocality On Trust And Happiness, Drew Sannes, Wooyang Kim

Atlantic Marketing Journal

Abstract – The purpose of this study is to develop and provide an integrative conceptual model of sports teams’ well-being to achieve a win-win situation of happiness for all stakeholders of sports teams, grounded in role theory and commitment-trust theory. We first conceptualized the well-being as an ultimate consequence by exploring sub-dimensions of happiness and provide relevant propositions linking with the respective antecedents. Second, we explored the effect of antecedents of sports team’s well-being in the spectrum of the anchor between positive and negative sides on the resultant outcomes – i.e., trust and happiness. Third, we examined the role of …

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The Inherently Flawed Relationship Between Physicians And Pharmaceutical Companies’ Gifts: Tanstaafl*, David P. Paul Iii Jan 2018

The Inherently Flawed Relationship Between Physicians And Pharmaceutical Companies’ Gifts: Tanstaafl*, David P. Paul Iii

Atlantic Marketing Journal

Pharmaceutical companies frequently give practicing physicians and physicians-in-training an assortment of free “gifts,” ranging from pens to stethoscopes to continuing medical education. In an ideal world, these gifts would not compromise, or even seem to compromise, physicians’ decision-making. Unfortunately, as we live in a non-perfect world, this paper examines how physicians have been shown to perceive such gifts, the pharmaceutical companies’ position regarding these gifts, what the theory of gift-giving and gift-receiving tells us about this behavior, and what the future may hold as healthcare becomes more transparent.

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Corporate Social Media: A Typology Of Consumers, Beverly Wright, Scott Nadler, Aberdeen L. Borders, Paul H. Schwager, Ashley Sasnett Jan 2018

Corporate Social Media: A Typology Of Consumers, Beverly Wright, Scott Nadler, Aberdeen L. Borders, Paul H. Schwager, Ashley Sasnett

Atlantic Marketing Journal

Abstract - This consumer segmentation schema is developed using 1) number of businesses followed and 2) companies’ social posts as direct influence toward purchase decisions, as defining behaviors. The use of a theoretical progression prospective, which tracks the development of the customer engagement construct, is central to our development. A combination of qualitative and quantitative research methods reveals types of consumer groups and their interactions, perceptions, and involvement with Corporate Social Media (CSM). Cluster analysis produces five distinct consumer segments, and a process to help managers more effectively achieve marketing goals. The use of additional consumer metrics are recommended for …

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Social Media Marketing Strategies Used By Small Retail Businesses, Rochelle Shivon Jordan Jan 2018

Social Media Marketing Strategies Used By Small Retail Businesses, Rochelle Shivon Jordan

Walden Dissertations and Doctoral Studies

Developing effective social media marketing (SMM) strategies to engage customers is a challenge for business leaders. The purpose of this multiple case study was to explore the SMM strategies used by small business retailers to engage customers. The conceptual framework for this study was Rogers's diffusion of innovations theory. Participants included 5 small business retailers who had been in business for at least 5 years, used effective SMM strategies to engage customers, and were located in the southwest region of the United States. Data were collected through semistructured, face-to-face interviews. Data analysis resulted in 3 emergent themes: (a) marketing strategies …

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Getting Girls In Stem & The Dangers Of Forgetting That Science Is Art - Someone Made It Up, Heidi Therese Dangelmaier, Camilla Hermann Dec 2017

Getting Girls In Stem & The Dangers Of Forgetting That Science Is Art - Someone Made It Up, Heidi Therese Dangelmaier, Camilla Hermann

The Transdisciplinary STEAM+ Journal

Encouraging girls to participate in STEM is a hot topic that has captured the concern of the world’s academic, business and scientific communities. The intention is noble, however the strategies being deployed are reinforcing the very bias society seeks to eliminate. If we wish to advance our evolutionary journey as a species, a shift from “feeling sorry for disadvantaged girls” to “fearing STEM without girls’ reformation” is imperative. This piece discusses the rise to an initiative to redesign culture: Girlapproved.

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Collective Narcissism, Anti-Globalism, Brexit, Trump, And The Chinese Juggernaut, Russell Belk Dec 2017

Collective Narcissism, Anti-Globalism, Brexit, Trump, And The Chinese Juggernaut, Russell Belk

Markets, Globalization & Development Review

Brexit and the election of Trump both relied on a particular type of nationalistic appeal to collective narcissism — an exaggerated emotional belief that the nation’s greatness is being undermined by other nations and other people. This tendency is catered to by appeals to make the nation great again by shutting borders and embracing isolationism while scapegoating refugees and immigrants. The rise of jingoistic leaders like Trump, Putin, and Erdogan can be explained by such appeals. But China, which has long suffered feelings of national humiliation is reacting in quite different ways that embrace globalism, even while rejecting multiculturalism. This …

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Globalization: Mere Hiccup, Major Convulsion Or Mega Transformation?, Nikhilesh Dholakia, Deniz Atik Dec 2017

Globalization: Mere Hiccup, Major Convulsion Or Mega Transformation?, Nikhilesh Dholakia, Deniz Atik

Markets, Globalization & Development Review

No abstract provided.

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Canines For Disabled Kids, Erin Jerrett, Margarita Mnatsakanyan, Colleen Reynolds, Yin Wang Dec 2017

Canines For Disabled Kids, Erin Jerrett, Margarita Mnatsakanyan, Colleen Reynolds, Yin Wang

School of Professional Studies

Canines for Disabled Kids have been working on behalf of children and their families to educate communities and promote service dog partnerships for almost twenty years. Their advocacy with local legislatures, business owners, and community leaders highlighted the difficulties encountered when differentiating service dogs from emotional support/comfort dogs. Service dogs are entitled to access by the Americans with Disabilities Act (ADA), while emotional support/comfort dogs are not protected under the federal statute or to the same rights. Canines for Disabled Kids proposed a study to obtain a current count of licensed service dogs in the Commonwealth and investigate the feasibility …

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The Impact Of Casino Revenue-Sharing On Tourism Efforts In Niagara Falls Usa: 2006-2016, Anthony L. Astran Dec 2017

The Impact Of Casino Revenue-Sharing On Tourism Efforts In Niagara Falls Usa: 2006-2016, Anthony L. Astran

Public Administration Master’s Projects

This qualitative case study examines the intersection of a Native-owned casino, revenue-sharing with its host community, and the impact of tourism marketing efforts vis-à-vis funds provided to the community’s tourism agency. Specifically, this report studies downtown Niagara Falls USA from the time period between 2006 and 2016, and seeks to determine whether and how funds from Seneca Niagara Resort & Casino boosted tourism marketing efforts by Niagara Tourism & Convention Corporation (NTCC). Background research and a series of elite interviews with city officials and tourism agency leaders uncovered overall positivity in terms of growth in Niagara Falls USA’s tourism efforts …

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Interns Matter: Maximizing Integration Of Interns Into Community Agencies, Valerie Garcia Dec 2017

Interns Matter: Maximizing Integration Of Interns Into Community Agencies, Valerie Garcia

Capstone Projects and Master's Theses

Hope Services is a non-profit agency serving individuals with developmental disabilities in six counties. Over the years, there have been many agencies that have formed connections with Hope Services. One of these collaborative partnerships has been with CSU Monterey Bay’s (CSUMB) integration of interns through their field placement program. However, recently former Hope Services South District Manager, Greg Dinsmore, witnessed a lack of utilization and integration of interns across all Hope Services agencies. Through firsthand experience as a mentor, he witnessed the benefits of utilizing interns and saw the need for further advocacy and support for the integration of interns …

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Cause-Related Marketing: The Effect Of Checkout Charity Requests On Consumer Donation Behavior, Brian R. Kinard, Minerva Lacal Pardo Nov 2017

Cause-Related Marketing: The Effect Of Checkout Charity Requests On Consumer Donation Behavior, Brian R. Kinard, Minerva Lacal Pardo

Atlantic Marketing Journal

The aim of this research was to understand better consumer reactions to donation requests when making point of purchase decisions. A between-subjects full factorial design manipulated product type (goods/services), consumption experience (frivolous/practical), and product/cause fit (strong/weak). In line with prior research (e.g., Chang, 2008; Savary et al, 2015; Strahilevitz & Myers, 1998), a scenario-based approach was employed to assess responses to the CRM manipulations. A total of 241 subjects participated in the study. Our results mirror extant research evidence on the positive effects of pairing frivolous products with donation requests. In that, positive donation behavior largely results as consumers compensate …

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Couples Sleeping Apart--Separate Master Bedrooms And The Impact On The Real Estate And Related Markets, John E. Crawford Nov 2017

Couples Sleeping Apart--Separate Master Bedrooms And The Impact On The Real Estate And Related Markets, John E. Crawford

Atlantic Marketing Journal

Sleeping is a fundamental individual human need. However, most adults fulfill this need by sleeping with a partner, a behavior particularly true for married couples. A trend of couples choosing to sleep apart has emerged in recent years. For reasons practical and personally beneficial or preferred, a growing number of couples are choosing to have a home with two master bedrooms--one for him and one for her, each furnished according to the needs and tastes of the partners. Thus, some homes are being built with two master bedrooms, others are being modified to have two master bedrooms, and new empty …

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Do Investors Value Comparative Ads? The Effects Of Comparative Advertising On Stock Returns, Tommy Hsu Nov 2017

Do Investors Value Comparative Ads? The Effects Of Comparative Advertising On Stock Returns, Tommy Hsu

Atlantic Marketing Journal

Comparative advertising has been more widely used in the United States. However, based on research that has been done in the past, the effectiveness of comparative advertising is still a controversial argument even though it is generally believed that comparative advertising is more effective than non-comparative advertising. Previous studies have been mainly focusing on the effects on consumer behavior. This study tries to fill the research gap to emphasize on the effects from investors’ perspectives. Therefore, the effect of comparative advertising on stock returns is investigated. Also, since many American firms are doing business in other countries and begin advertising …

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Reaching Out: Expanding Your Library’S Online Presence Using Online Tools, Erin Gow Nov 2017

Reaching Out: Expanding Your Library’S Online Presence Using Online Tools, Erin Gow

Faculty and Staff Scholarship

The article offers information on expanding the online presence of a library, with examples from the law library at the University of Louisville. Topics discussed include using social media to reach the target audience, generating content, and developing a brand.

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The Introduction Of Virtual Reality To Education: Should The Marketing Discipline Engage?, Enda Mcgovern Oct 2017

The Introduction Of Virtual Reality To Education: Should The Marketing Discipline Engage?, Enda Mcgovern

WCBT Faculty Publications

This position paper explores whether faculty should embrace the use of virtual reality as a medium of academic engagement with the future intake of digital native students. In recent years there has been a tremendous surge in the use of digital device platforms to extend the reach of education to the wider student populations. As a result, the positive engagement by students of multimedia objects, including video, sound clips and data in a more integrated, multi-sensory digital medium has gained significant traction in the learning environment. Students are moving faster into this digital space and it is not long before …

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Translation Of Viral News Topics Into Digital Marketing, Eba Diab Sep 2017

Translation Of Viral News Topics Into Digital Marketing, Eba Diab

Graduate Student Dissertations, Theses, Capstones, and Portfolios

In today’s digital marketing driven environment, it is essential that organizations understand the strategies behind technology in advertising. Unfortunately, many marketers do not have a strategy when they begin utilizing digital marketing strategies. The purpose of this study is to understand how viral topics translate into digital marketing. The research includes a case study on United Airlines, followed by in-depth interviews with digital marketers, and accompanied by an analysis of the business’ digital marketing campaigns. Analysis of the campaigns reveal the different digital marketing strategies organizations use to build and maintain relationships with consumers. The study concludes with a discussion …

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Marketing Strategy Of School Of Professional Studies In China, Jiahui Liu, Jing Wang, Shuo An, Wengxing Wang, Yiwei Wang Aug 2017

Marketing Strategy Of School Of Professional Studies In China, Jiahui Liu, Jing Wang, Shuo An, Wengxing Wang, Yiwei Wang

School of Professional Studies

Chinese students are the most visible international presence at many universities across the United States, and the number continues to grow. Since 2010, The number of graduate students studying abroad has entered the period in which the increase has been declining. Under the circumstance of the weak global economy and high cost of education, the administration needs to attract the attention of Chinese students. In the process of competing for applicants, how to develop marketing strategies to attract students’ eyeballs has become an important means of trying to increase school income through Chinese students. The marketing strategy mentioned in this …

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A Social Marketing Plan For The Children's Safety Center, Morganne Kaylyn Rhodes Aug 2017

A Social Marketing Plan For The Children's Safety Center, Morganne Kaylyn Rhodes

Graduate Theses and Dissertations

The Children’s Safety Center (CSC) is a nonprofit organization in Springdale, Arkansas, that advocates for child abuse victims in Northwest Arkansas. This thesis project includes a social marketing plan that aims to increase the overall awareness of the CSC and its new prevention programs used to decrease the number of child abuse victims in Northwest Arkansas. The social marketing plan also aims to create behavioral changes that increase participation in prevention programs and social media engagement, in addition to volunteers and donors. The plan was developed based on research on effective nonprofit social marketing plans, research on efficient communication efforts …

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How Do Soap Operas Affect The Poor? Experiences Of Turkish Women, Aras Ozgun, Dicle Yurdakul, Deniz Atik Jul 2017

How Do Soap Operas Affect The Poor? Experiences Of Turkish Women, Aras Ozgun, Dicle Yurdakul, Deniz Atik

Markets, Globalization & Development Review

The cultural aspects of poverty remain a relatively understudied subject in marketing and media studies: both fields have been concerned mostly with reaching populations with certain level of purchasing power. This study shows the effects of mass media (specifically the soap opera viewership that constitutes “media exposure”) in the low income context especially for women. Adopting a qualitative approach, also inspired by the New Audience Research in media studies, we conducted 40 in-depth interviews with Turkish women in poverty. Our findings show that identifying themselves with the fictional soap opera characters, women drive emotional fulfillment, at times finding what they …

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The Paramountcy Of Context: Introduction To Special Issue On Popular Culture And Markets In Turkey, Güliz Ger Jul 2017

The Paramountcy Of Context: Introduction To Special Issue On Popular Culture And Markets In Turkey, Güliz Ger

Markets, Globalization & Development Review

No abstract provided.

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Lessons From The Five Data Breaches: Analyzing Framed Crisis Response Strategies And Crisis Severity, Bokyung Kim, Kristine Johnson, Sun-Young Park Jul 2017

Lessons From The Five Data Breaches: Analyzing Framed Crisis Response Strategies And Crisis Severity, Bokyung Kim, Kristine Johnson, Sun-Young Park

College of Communication & Creative Arts Departmental Research

To fill a gap of research that explores cyber crisis management, this study analyzed news stories of the five largest data breaches experienced in 2014 by retailers (i.e. Target, Michaels, Neiman Marcus, Home Depot, and Staples). Corporate crisis communication and its news coverage (n = 64) were evaluated for crisis communication strategies and framed situational factors. Despite companies’ use of multiple strategies, newspapers reported their use of advocate strategies more often. Massmediated crisis response strategies were even different among the five companies. Newspapers also reframed crisis severity and crisis controllability. Finally, our findings addressed the key to dealing with the …

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Proving Marketing Roi: A Digital Marketing Framework, Andrew Wiltsie Jul 2017

Proving Marketing Roi: A Digital Marketing Framework, Andrew Wiltsie

Master of Arts in Media and Communication Plan II Graduate Projects

The purpose of this study is to analyze emerging literature on the best practices in selecting marketing objectives, web analytics/KPI goals, and marketing mix channels by using digital marketing to provide executives with proof of marketing ROI. Evidence-based research was used to analyze emerging trends in digital marketing by combining literature on setting marketing objectives, web analytic and KPI goals, and selecting marketing mix channels. This study contributes a framework that can be used by both educators and practitioners to showcase the most common practices in digital marketing and how they can be applied to create an effective and efficient …

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