Marketing Commons^™

2013 Ijbe Front Matter, Tamra Connor

International Journal for Business Education

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

The Existence Of State Dependence And Switching Costs In The Transition From Myspace To Facebook, Taryn M. Ohashi

Scripps Senior Theses

In this paper, I examine the existence and roles of state dependence and switching costs in the mass transition from MySpace to Facebook during the 2007-2008 time period. Using a dataset that compiles individual browsing behavior and a discrete multinomial logit model, I find precise, yet extremely small amounts of state dependence for users of only MySpace, of only Facebook, and users of both MySpace and Facebook. Positive state dependence directly implies the existence of switching costs for each firm. While there is an abundance of literature regarding switching costs in the brick and mortar setting with tangible products and …

A Simulation Approach To Airline Cost Benefit Analysis, Massoud Bazargan, David Lange, Luyen Tran, Zhiyuan Zhou

Management, Marketing and Operations - Daytona Beach

In this paper we conduct a cost benefit analyses using simulation for an Airline. This study pertains to using Towbarless Towing Vehicles (commonly referred to as supertugs) to transport aircraft to and from the terminal to airline’s maintenance hangar facility at their hub. This study attempts to investigate the possibility of reducing costs through saving jet fuel by adopting supertugs and identify if their high purchasing costs are justified. This study adopts simulation to analyze the annual savings by studying the numbers needed, as well as the utilization and operation cost for these supertugs. The results are very encouraging, enabling …

News - Don't Hang Up! Learn How To Better Serve Customers With Hearing Or Speech Loss With Georgia Relay Partner, Ellen Rolader, Lindsay Hebert

Georgia Library Quarterly

Georgia Relay, the free public service provided by the State of Georgia that makes communicating by telephone easy, accessible and reliable for everyone, wants to make Georgia’s libraries friendlier for people who are deaf, hard of hearing, deaf-blind, late-deafened or who have difficulty speaking. This article provides an overview of Georgia Relay Partner, a free program that provides local businesses with online educational and training materials about Relay services so that employees will be able to easily accept and place calls to customers who have hearing loss or speech difficulties.

Online Social Presence (Osp) In E-Tailing: Construct Development And Testing, Russell Reams

Dissertations, Theses and Capstone Projects (Full IR Collection)

This research proposes and validates the Online Social Presence (OSP) scale and framework as an effective means of addressing the struggle e-tailers have encountered in attempting to create persuasive and effective online retailing experiences, which persuade customers to purchase their products and services. Online Social Presence (OSP) reexamines and extends the original social presence theory to the complex and dynamic e-tailing environment to address research that indicates that the typical online shopping experience lacks warmth and sociability.

A robust mixture of qualitative and quantitative research methods were employed to validate the Online Social Presence (OSP) as containing three reflectively measured …

2013-April-01-Erin Savage Of Appalachian Voices To Speak At Etsu, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Fashion Adoption Behaviors Of Women In Manhattan Related To Spring 2012 Apparel Fashion Trends, Nicole Powell

Honors Theses

The purpose of this study is to look at the spring trends for 2012 and then compare them that to what the women of Manhattan are actually wearing, during the same season. I wanted to understand how women were adopting the fashion trends from Spring 2012 and turning them into part of their own self-identified style. I went on a research trip to New York City from May 6th to May 12th and spent a great deal of time, on the streets, observing and taking pictures of what real Manhattan women are wearing. For this project, I focused on four …

Refresh. Create. Inspire. The Mission, Vision And Values Behind The Coca-Cola Company And The Digital Marketing Strategies Of The "Open Happiness" Campaign, Sara Svendsen

Masters Theses

Due to the influence of Coca-Cola on advertising, digital marketing, and marketing strategies, the present rhetorical analysis seeks to show the many aspects of digital media in the Company's present "Open Happiness" campaign. The study of the campaign seeks to show that the Company mission statement, Company values and the vision of The Coca-Cola Company are implemented into all of the different facets of the Open Happiness campaign, and in the context of Mood Management Theory, exude the overall theme of the campaign, happiness. The parts of the campaign that were analyzed were focused on the YouTube channels of The …

Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis

Masters Theses

In this media saturated world which is lived in today, the general public is bombarded by a multitude of advertisements. This thesis was conducted to examine Geico's commercial advertising looking specifically at their use of humor. The Elaboration Likelihood Model and the Humorous Message Taxonomy were used to conduct this content analysis. The research examined the route of persuasion and elaboration that were used in 60 Geico commercials from five of their most recent campaigns. The Humorous Message Taxonomy helped to establish which types of humor were being used along with the processes and relationship between elements. Three research questions …

Seattle's Seafaring Siren: A Cultural Approach To The Branding Of Starbucks, Briana Kauffman

Masters Theses

Many corporate brands tend to be built on a strong foundation of culture, but very minimal research seems to indicate a thorough analysis of the role of an organizational's culture in its entirety pertaining to large corporations. This study analyzed various facets of Starbucks Coffee Company through use of the cultural approach to organizations theory in order to determine if the founding principles of Starbucks are evident in their organizational culture. Howard Schultz' book "Onward" was analyzed and documented as the key textual artifact in which these principles originated. Along with these principles, Starbucks' Website, Facebook, Twitter and YouTube page …

Amateurism In An Age Of Professionalism: An Empirical Examination Of An Irish Sporting Culture: The Gaa, Ian Keller, Angela Wright

Dept. of Organisation & Professional Development Publications

The Gaelic Athletic Association (GAA) has been synonymous with the sporting tradition of Ireland since 1884, and the links it has developed with the parishes and communities of Ireland have been based on the organization’s ethos of volunteerism and amateurism in Gaelic games. Modern Ireland has brought with it many challenges for the GAA, especially in relation to internal and external issues. The dynamic of sport in Ireland has changed with the introduction of professionalism in soccer and rugby, and this has caused the validity of the amateur status of the Gaelic Athletic Association to be questioned. The development of …

2013 April, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for April of 2013.

Reactions Of Generation Y To Luxury Hotel Twitter Promotions, Katherine M. Woods

Honors Theses and Capstones

Social media refers to the means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks (Merriam-Webster, 2013). Social media marketing refers to the process of gaining website traffic or attention through social media sites (Evans, 2008). In today’s society, social media refers mainly to websites including (but not limited to) Facebook, Twitter, LinkedIn, and Google+. The most popular and fastest growing of these social media venues is Twitter. Twitter was founded in 2006 by Jack Dorsey, Evan Williams, and Biz Stone. Since 2006, almost 200 million users across the globe …

Unleashing The Power Of Social Media Marketing Within Non-Profits, Through The Lens Of Social Cognitive Theory, Kerah Kemmerer

Masters Theses

While many organizations still struggle to effectively incorporate the present-day promotional framework of social media marketing, research reveals that non-profit organizations are lagging even further behind when it comes to the implementation of effective social media and interactive marketing strategies. The interactive marketing strategy model incorporates technology and media-based tactics designed to enhance marketing strategies within any industry. In this project, the primary researcher explored why non-profits are struggling to incorporate these specific strategies, and considered it through the lens of social cognitive theory. The purpose of this project was to focus on a specific non-profit organization and apply the …

Employability Advantages Of Marketing Education Industry Certification Examinations, Devon Ashley Elmore

STEMPS Theses & Dissertations

Industry certification of workplace skills is emerging as a key educational movement for career and technical education programs. Many states are now integrating credentialing into their programs with the goal of preparing students with labor market advantages. However, there is little empirical evidence to support the notion that obtaining an industry certification provides students with employability advantages. As a result, the purpose of this study is to collect and analyze empirical data to determine whether obtaining an industry credential can assist a prospective student with job obtainment.

This dissertation examines the use of the National Retail Foundation (NRF) Customer Service …

University Libraries Three Million Volume Celebration, Patricia Campbell

Celebrations

On April 1^st, 2013, University Libraries celebrated the arrival of the three millionth volume in the largest library collection in the state. The ceremonial presentation of the book was held in the Zimmerman Library West Wing.

The official three millionth volume “The Authentic Life of Billy, the Kid, the Noted Desperado of the Southwest, Whose Deeds of Daring and Blood Made his Name a Terror in New Mexico, Arizona and Northern Mexico” has been donated by the William A. Keleher Family. It was written by Pat Garrett, Sheriff of Lincoln County and published in 1882. The book is …

Caffeine Consumption Habits And Perceptions Among University Of New Hampshire Students, Nicole L. Olsen

Honors Theses and Capstones

College students in today’s society have become dependent on caffeine in order to perform at their best in multiple facets of their hectic lives, including classes, clubs, and internships. This study focuses on the specific reasons why college students at the University of New Hampshire are consuming caffeine, where they purchase it, what types of caffeinated beverages they are consuming, and how much they are consuming on a daily basis. The results from the study indicate that coffee is the most popular caffeinated product on campus, and that Dunkin’ Donuts at the MUB is the most popular place to buy …

2013-March-30-Tennessee Institute Of Public Health, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2013-March-20-Primary Care Conference, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2013-March-15-Entertainment-Themed Trip, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2013-March-08-Veterans' Lounge, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2013-March-07-M.Ed. Concentration In Teacher Leadership, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2013-March-07-Economic Development Workshop, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2013-March-05-Etsu Family Physicians Takes ‘Tar Wars’ To Kingsport Elementary Students, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2013-March-02-Red Bus Project, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Best Social Media Practices For An Individual Franchisee In The Restaurant Industry, Stephanie Francesca Ronca

Journalism

No abstract provided.

The Effect Of Crm Outsourcing On Shareholder Value: A Contingency Perspective, Kalaignanam Kartik, Tarun Kushwaha, Jan-Benedict E. M. Steenkamp, Kapil R. Tuli

Research Collection Lee Kong Chian School Of Business

CRM refers to processes that involve interaction with end-users or customers. The increased emphasis on CRM today stems from changes in the business environment, availability of large amounts of data and advances in information technology.Outsourcing of customer relationship management (CRM) processes is rapidly becoming a competitive imperative for firms. However, there is little evidence on why the performance implications of outsourcing CRM processes differ so much across firms. In this study, the authors examine the impact of CRM outsourcing on shareholder value. The authors draw on insights from agency theory and the resource-based view of the firm in an international …

2013-March-01-Tsbdc 2012 Stats, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Digital Marketing: The Re-Imagination Of Technology, Tarin Gyermek

Graphic Communication

As technology continues to advance and improve, marketing trends are beginning to shift into the digital space. Addressing the generation gap within digital marketing, this paper reveals the latest digital strategies being utilized, while comparing results from marketers and the younger generation targets they are trying to hit. Both groups were asked a series of nine questions ranging from the following topics: basic demographics, difficulties faced in digital marketing, views of the industry as a whole, as well as opinions on the digital age gap. Data was collected separately and analyzed quantitatively to provide further insight. Solution paths and methods …

2013 March, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for March of 2013.