Marketing Commons^™

International Management: Strategic Opportunities And Cultural Challenges, Paul B. Sweeney, Dean B. Mcfarlin

Management and Marketing Faculty Publications

As the economies of many countries become more interrelated, international managers are facing huge challenges and unique opportunities associated with their roles. Now in its fifth edition, Sweeney and McFarlin's International Management embodies a balanced and integrated approach to the subject, emphasizing the strategic opportunities available to firms on a global playing field, as well as exploring the challenges of managing an international workforce.

Integrating theory and practice across all chapter topics, this book helps students to learn, grasp, and apply the underlying principles of successful international management:

• Understanding the broad context of international business, including the critical trends impacting …

More Than, Joslyn Maenner, Katie Knobbe, Joel Girouard, Desiree Botica, Molly Deaver, Alex Vasey, Ramon Diaz De Leon, Lucy Grant, Kyle Thompson, Adam Weisenberger

College of Journalism and Mass Communications: Student Advertising Projects

This project was developed in response to the following challenge: create messaging to promote a more welcoming and inclusive climate on campus while branding the Jackie Gaughan Multicultural Center.

The Fuzzin' Facts, Rebel Alliance, Mitch Ohnstad, Rebekka Erks, Erin Prohaska, Ryan Mueksch, Rachel Foehlinger, Laura Bergen, Sean Davis

College of Journalism and Mass Communications: Student Advertising Projects

The challenge for this campaign is to expose the facts about sexual health and safe sex practices in a light-hearted manner in order to make it a more comfortable topic to talk about so that more people understand the need to get the facts, get tested and get involved to help prevent the spread of sexually transmitted diseases in Nebraska.

Maximizing Sharability And Persuasiveness On Web 2.0, Yuhua (Jake) Liang, Christina Lopez, Tim Seavey, Shelby Stanton

Student Scholar Symposium Abstracts and Posters

Online marketing efforts usually focus on the persuasiveness or sharability of a message. However, research has not established where these two concepts overlap. The current study explores this overlap. Web 2.0 platforms facilitate the delivery of different content and statistics to convey the persuasiveness and the sharability. An original experiment varied message quality (high argument strength, direct message, and emotional message) and web cues (i.e., ratio of views, likes, and shares) to signal self-presentation (favorable and unfavorable). Prospective participants will view mock webpages for internet news and donation collection, followed by measures of the content persuasiveness and sharability.

Social Media Marketing For The Medical Industry: Best Practices To Avoid Legal And Ethical Issues, Jessica Padilla

Journalism

This study analyzes the best social media practices for medical industry professionals and the proper and ideal uses for social media. It analyzes the public relations functions of social media—relationship building, reputation management, and crisis communication. With the constant rise of social media as a widely-used medium for marketing comes increased potential for damage to a medical business’ reputation, loss of medical licensing, or lawsuits if practitioners do not act within the lines of legal and ethical standards. Medical offices must have an online presence to remain relevant and build and keep relationships with new and current patients. This study …

Fundraising Techniques Of San Luis Obispo Nonprofit Organizations, Samantha Suyemoto

Graphic Communication

The purpose of this study was to identify the strengths and weaknesses of using direct mail and electronic media in the fundraising techniques of local San Luis Obispo nonprofit organizations. The intended audience includes the nonprofits interviewed in each case study as well as the other organizations that fundraise within the San Luis Obispo area. Three case studies of nonprofit organizations within the area were conducted in conjunction with research on various types of funding. Results of this study are intended to benefit the nonprofits by providing more information on successful fundraising habits.

Facebook: A Marketing Tool For Small Business, Michaela Willer

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

Get Schooled: A Visual Social Semiotic Analysis Of Target's Branding Using Instagram, Chelsea Bevins

Masters Theses

With new technology arising, brands must be able to adapt to them. This thesis will break down brand management, using David Aaker's framework, of the Target Corporation to see if they are using modern resource, Instagram effectively. This thesis will also look at how the theory of visual social semiotics, applied to communications, is used to decipher intended meaning. Brand management embodies a company and people are driven by what a brand portrays. People are driven by values, emotions and quality within a brand. People associate products with memories, celebrities, attributes and symbols. Brands are more than just a name. …

The Effectiveness Of Viral Advertising Messaging Techniques On Social Media, David Teeples

Honors Capstones

Capstone submitted as a graduation requirement for the BSU Honors Program.

Tie Strength, Embeddedness, And Social Influence: A Large-Scale Networked Experiment, Sinan Aral, Dylan Walker

Business Faculty Articles and Research

We leverage the newly emerging business analytical capability to rapidly deploy and iterate large-scale, microlevel, in vivo randomized experiments to understand how social influence in networks impacts consumer demand. Understanding peer influence is critical to estimating product demand and diffusion, creating effective viral marketing, and designing “network interventions” to promote positive social change. But several statistical challenges make it difficult to econometrically identify peer influence in networks. Though some recent studies use experiments to identify influence, they have not investigated the social or structural conditions under which influence is strongest. By randomly manipulating messages sent by adopters of a Facebook …

Adoption Of Social Media Marketing Among Professionals, Liana Moran

Honors College Theses

Social media marketing is the professional use of social media websites such as Facebook for marketing purposes. This thesis project examines the adoption patterns and factors behind the decision to use social media marketing among professionals. The researcher conducted in-depth interviews with business professionals from the real estate rental industry in Statesboro, Georgia, and analyzed the results and implications using thematic analysis. Everett Rogers’ diffusion of innovations theory provides the theoretical framework for the research with social media marketing being the innovation. The participants identified that observability, relative advantage and complexity/simplicity were major factors for adopting social media marketing. The …

[Sabbatical Report], Joanna Phillips

Sabbatical Reports

Research suggests that 2.4 billion conversations about brands occur daily in social media. Managers consistently cite consumers being negative as the number one fear upon entering social media, yet few organizations have policies in place to handle negative comments and there is a lack of research focusing on how to strategically handle negativity from consumers on social media. My sabbatical project addresses this paucity in the marketing literature by developing a construct called "Consumer Social Voice," defined as public complaining behavior attempting to change the operations of an organization.

Like, Retweet, Repeat: Social Media's Impact On Real Estate Marketing, Emily Kendall

Masters Theses

With the advent of Facebook and Twitter, people from all walks of life in all parts of the world have the ability to connect electronically, impersonally, and constantly. Small businesses are just beginning to unlock the power of social media marketing, specifically real estate professionals. Shelly Chaiken created the Heuristic Systematic Model of persuasion, the descendant of the Elaboration Likelihood Model. This study applies the tenets of Chaiken's HSM to the methods of persuasion employed by real estate agents via Facebook and Twitter. Fifty participants were surveyed by the researcher in order to gauge their activity, interest level, and motivation …

Use Of Peripheral Route Triggers To Test Buying Habits On Social Curating Sites, Kellie K. Brown

Communication Studies

Ecommerce has become an increasingly visual activity as images of product fill websites, social media, and social curation sites. The Elaboration Likelihood Model has often been used to examine and explain online purchasing behavior; however, this previous research barely touches on the use of peripheral cues. In analyzing the effect of peripheral cues on buying habits when searching social curation sites, statistical results from a survey conducted using women aged 18 to 34 in the San Luis Obispo area showed that these cues made no difference on the activity of a user. Regardless of their awareness to the visual cues, …

Quench The Thirst: A Content Analysis Of The Persuasive Techniques Of Unicef's Tap Project, Rachel Chadalavada

Masters Theses

This study analyzes the persuasive techniques utilized by UNICEF's Tap Project. This water related campaign began in 2007 and since then has created four themes. These themes are: Dine out, Celebrity Tap, Facebook Push and Cellphone Challenge. The study finds that the videos employed by the Tap Project portray all six Facets of Effects. However, their usage was based on the message that was being delivered. That said, not all videos utilized all of the facets. This implies that an advertisement need not necessarily use all six Facets of Effects to be successful. The facet of association however, stood out …

An Examination Of The Best Practices Of Experiential Marketing In Selected Popular Beverage Companies, Taylor Matthews

Recreation, Parks, and Tourism Administration

In recent years, marketing efforts have shifted from traditional marketing strategies toward experiential marketing in order to ensure that consumers become emotionally attached to a brand. Experiential marketing strategies help companies create relationships with consumers and engage them through unique and memorable experiences. The purpose of this study was to examine the use of experiential marketing in three popular beverage companies. The research for this study was conducted using a best practices matrix created by the researcher, which examined experiential marketing strategies for selected popular beverage companies in the soft drink industry. The results of this study indicate that each …

The Influence Of Mobile Website Quality On Consumer Satisfaction And Behavior, Xiuyuan Gao

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

Mobile shopping has grown into a huge market and an increasing number of consumers have begun to use mobile websites to shop. Therefore, how mobile shopping websites provide good shopping to customers is significant. The object of this study is to relate factors of website quality to college students’ satisfaction with mobile shopping experiences, which in turn influence their intentions to return to the website and/or to purchase on the website. Five dimensions of website quality, which were information quality, navigation, visual appeal, response time and interactivity, were selected in this study. The model of self-regulatory process (Bagozzi, 1992) has …

Embracing Change: Exploring How Creative Professionals Use Interactive Media In Advertising Campaigns, Adam Wagler

College of Journalism and Mass Communications: Faculty Publications

Advertising agencies are incorporating new forms of interactive media into campaigns as media continues to rapidly change. The purpose of this phenomenological qualitative study is to explore how five creative professionals at leading advertising agencies in the Midwest are integrating interactive media into campaigns. Through a series of interviews this project helps solidify what it means to integrate interactive media. The findings illustrate a fundamental shift in an industry that is moving away from “advertising.” An industry built around traditional media now requires creatives to incorporate dynamic, mobile, and social media into the marketing mix. Advertising agencies must engage audiences …

Engaging And Expanding Communities: Widening The Circle Of Stakeholders, Lisa Deangelis, Maureen A. Scully, Andrea Wight

Emerging Leaders Program Team Projects

The 32 fellows in the 2013 Emerging Leaders Program (ELP) worked with community partners to investigate the theme, “Engaging and Expanding Communities".

They worked with six community partners, and identified ways to help them expand beyond their core stakeholders to a wider circle of stakeholders and broader potential impact. The fellows gave their time and professional skills to understand how to reach new business partners, new participants, new advisors, and new donors. They conducted surveys, interviews, and focus groups; explored social media options; examined best practices; and considered ways to tell powerful stories about the vitally important work of the …

The Baptist Church In Warren: Marketing Plan To Increase Public Awareness, Arnold Robinson

Marketing and Communications

Videos from nonprofits can feature “call-to-action” overlays to facilitate that action. Visitors can click on these overlays to visit the Church’s website. See the “YouTube Nonprofit Program” section to the right for more information about this option.

Will "Smarter" Marketing End Social Discrimination? A Critical Review, Frances Grodzinsky, Andra Gumbus, Stephen J. Lilley

School of Computer Science & Engineering Faculty Publications

Purpose - There are two claims made by the web marketing/advertising industry. 1) By collecting, managing, and mining data, companies serve consumer’s best interests and 2) by adopting sophisticated analytics web marketers avoid discriminations that disserve individuals. Although we share an interest in ending social discrimination, we are more circumspect about pronounced individualism and technological fixes. Despite its appeal, or perhaps because of it, we should not accept the claim at face value. In this paper we argue that social discrimination may not disappear under smarter marketing; more overt forms may wane only to be replaced by more subtle forms. …

Does Paying For Online Product Reviews Pay Off? The Effects Of Monetary Incentives On Content Creators And Consumers, Andrew Stephen, Yakov Bart, Christilene Du Plessis, Dilney Goncalves

Research Collection Lee Kong Chian School Of Business

We show that although incentivizing product reviews results in more helpful content, disclosing payment lowers review consumers’ product quality expectations. This effect occurs because disclosure induces doubt in product quality and persists when more objective information is available, irrespective of disclosure specificity, across product categories and even after product trial.

Our Celebrities Our Selves: Reconstructing Ourselves As Online Personalities, Arne Baruca

WCBT Faculty Publications

Celebrity influence on consumer behavior at the online macro level is the motivation for this study that addresses the nature of celebrity consumption and how consumers apply that consumption to develop their online self-presentation.

The sample for this study is limited to consumers with active accounts at online social networks such as Facebook or Twitter. Methodology is a three-part design. A multi-factor qualitative exploratory study (n=73) reveals four celebrity-consumer relationships whose proposed measurement scales are tested in a quantitative pilot study (n=85). Finally, a large sample study (n=593) is used to test the measurement model and to test the proposed …

The Marketing Effectiveness Of Hotel Facebook Pages: From Perspectives Of Customers And Messages, Xi Yu Leung

UNLV Theses, Dissertations, Professional Papers, and Capstones

In the hotel industry, social media marketing has become a new trend hoteliers are chasing and an increasing number of hotels are using social media to promote their business. However, the marketing effectiveness of social media is still a big challenge in both academic and business world. Since social media marketing is totally different from traditional marketing approaches, traditional marketing theories and practices may not be applicable to social media. Besides, very few studies have examined the effectiveness of social media marketing in the academic world.

Therefore, this study intended to provide an in-depth examination on the marketing effectiveness of …

Attitudes Toward And Behavioral Intentions To Adopt Mobile Marketing: Comparisons Of Gen Y In The United States, France And China, Rebecca Wells, Catherine E. Kleshinski, Terence Lau

Management and Marketing Faculty Publications

The rapid global diffusion of mobile marketing makes it increasingly important to understand cross-­‐cultural consumer attitudes and behavioral intentions toward mobile marketing as a promotional channel. By building on the previously published research of Altuna and Konuk (2009), this work investigates the attitudes and behavioral intentions toward mobile marketing of Generation Y consumers in the United States, France, and China. Based on this analysis, Chinese Gen Y have the most positive attitude toward mobile marketing, and their overall attitude is significantly more positive than the attitudes of French and American Gen Y groups. While American Gen Y's behavioral intentions are …

Advertising The Thin Ideal-The Effect On Women, Christine Murphy

Irish Business Journal

Debate on the thin ideal has been prevalent for many decades, however given the substantial increase in eating disorders and the omnipresent influence of the media the time is now ripe for decisive action in the area of women in advertising. Most research in this area has focused on the psychological impact of the thin ideal. The new research presented in this paper is important as it explores the marketing implications of the portrayal of women in the fashion and cosmetic industry. The success of this industry depends entirely on how receptive consumers are to the images portrayed. This paper …

Diy Pr: How Independent Music Artists Use Online Social Networks For Public Relations Purposes, Martina Lawless

Theses

Significance of the study: Independent musicians are a huge part of the Irish music industry and yet they are the part that do not have the backing of a record label. This means independent musicians need to look at cheap or even free ways to promote themselves to existing fans and potential new fans. With the emergence of social networks musicians both signed and independent have the tools necessary to engage in a new form DIY PR. The purpose of this study is to look at the different ways that social networks have helped musicians in recent years, but also …

Our Celebrities Our Selves: Reconstructing Ourselves As Online Personalities, Arne Baruca

Marketing Faculty Publications (Archived)

Celebrity influence on consumer behavior at the online macro level is the motivation for this study that addresses the nature of celebrity consumption and how consumers apply that consumption to develop their online self-presentation.

The sample for this study is limited to consumers with active accounts at online social networks such as Facebook or Twitter. Methodology is a three-part design. A multi-factor qualitative exploratory study (n=73) reveals four celebrity-consumer relationships whose proposed measurement scales are tested in a quantitative pilot study (n=85). Finally, a large sample study (n=593) is used to test the measurement model and to test the proposed …

Creating Social Contagion Through Viral Product Design: A Randomized Trial Of Peer Influence In Networks, Sinan Aral, Dylan Walker

Business Faculty Articles and Research

We examine how firms can create word-of-mouth peer influence and social contagion by designing viral features into their products and marketing campaigns. To econometrically identify the effectiveness of different viral features in creating social contagion, we designed and conducted a randomized field experiment involving the 1.4 million friends of 9,687 experimental users on Facebook.com. We find that viral features generate econometrically identifiable peer influence and social contagion effects. More surprisingly, we find that passive-broadcast viral features generate a 246% increase in peer influence and social contagion, whereas adding active-personalized viral features generate only an additional 98% increase. Although active-personalized viral …

Social Media Perceptions And Usage By Generation Y And Relevant Marketing Implications, Irene J. Dickey, William F. Lewis

Management and Marketing Faculty Publications

One of the most common ways in which Internet users connect and network with each other is through "social media." Social media is the content that is provided and maintained by the user on a website. It is clear that social media such as Facebook and LinkedIn are becoming increasingly pervasive in the lives of students, professionals and consumers. A literature review, as well as the results from our survey, reveals that not only have social networks evolved rapidly during the last few years, but so too have consumers’ behaviors. Subsequently, marketing strategies and tactics, and the potential for practitioners …