Marketing Commons^™

Managing Negative Comments Posted On Social Media, Darci Wagner

Walden Dissertations and Doctoral Studies

Consumers use social media to share their service experiences, positive and negative. Some organizations lack strategies to respond to the negative comments, which can inhibit service recovery and harm the success of the organization. The purpose of this case study was to explore strategies used by social media managers to manage negative comments posted on social media sites. The study's conceptual framework was social exchange theory. Participants in Central Ohio were recruited through e-mail. Data were gathered by observing 2 social media marketers manage social media and by interviewing social media managers. Secondary data from the organization displayed the engagement …

Measuring Work Stress Of Marketing Professionals, Nauman Abdullah, Shaukat Ali Raza, Mahr Mohammad Saeed Akhtar

Business Review

The study investigated the work stress of marketing professionals in terms of organizational factors, environmental factors and personal factors. Marketing professionals of 51 corporations from twelve sectors of industry listed with Lahore Stock Exchange constituted the sample. An adapted questionnaire having 34 items was used to collect the data. Mean scores were calculated for measuring the significance analysis. Frequencies, standard deviation, one-sample t-test, independent samples t-test, and oneway ANOVA were used to measure and compare the level of stress of the marketing professionals. The study concluded that there was an inconsiderable level of stress among marketing professionals. However, personal factors …

Mcnair Research Journal - Summer 2015, Kelly Abuali, Starr Bailey, Krystal Courtney D. Belmonte, Brittaney Benson-Townsend, Jennifer Bolick, Mihaela A. Ciulei, Ashley Crisp, Daniel N. Erosa, Richard V. Foster, Gisele Braga Goertz, Michael A. Langhardt, Kara Osborne, Julienne Jochel Paraiso, Shawn M. Rosen, Bella V. Smith, Jeevake Attapattu, Ernesto H. Bedoy, Michael G. Curtis, Wanda Inthavong, Marielle Leo, Primrose Martin, Tamieka Meadows, Rosa Perez, Jessica Recarey, Shea Silver, Linda Tompkins

McNair Journal

Journal articles based on research conducted by undergraduate students in the McNair Scholars Program

Table of Contents

Biography of Dr. Ronald E. McNair

Statements:

Dr. Neal J. Smatresk, UNLV President

Dr. Juanita P. Fain, Vice President of Student Affairs

Dr. William W. Sullivan, Associate Vice President for Retention and Outreach

Mr. Keith Rogers, Deputy Executive Director of the Center for Academic Enrichment and Outreach

McNair Scholars Institute Staff

Heuristics And Consumer Uncertainty: Sorting Through Online Reviews, Cory Catalano

Communication & Leadership Dissertations and Theses

As shopping online continues to grow in popularity and convenience, so does the way consumers communicate information about products they have purchased. Most online retailers utilize some form of product review system (PRS) and customers are often encouraged to leave feedback about the product and their online shopping experience. Often a product can have radically polarizing reviews making it confusing for consumers. Using Berger’s and Calabrese’s Uncertainty Reduction Theory (URT) as well as Chaiken’s Heuristic-Systematic Model of Information Processing (HSM), this study looks to deduce what heuristic methods are the best for consumers who are looking to make informed decisions …

Essays On Marketing Strategies In The Context Of Interdependent Consumption, Minoo Talebi Ashoori

Electronic Theses and Dissertations

This dissertation consists of two essays in which I study the impact of two interdependent consumer behaviors, fairness concerns and exclusivity seeking, on a companys marketing strategies and profits specifically in a context where it tries to expand its clientele with the objective of generating repeat purchases, for example by running deals on daily deal platforms. In the first essay, I examine the impact of customers fairness concerns on the profitability of a company running promotions on daily deal platforms. With the prevalence of social media and the internet, information about such targeted promotions can become available to all consumers …

Development Of A Fuzzy Linear Programming Model For Allocation Of Inoperability In Economic Sectors Due To Loss Of Natural Resource Inputs, Raymond R. Tan, Kathleen B. Aviso, Michael Angelo B. Promentilla, Krista Danielle S. Yu, Joost R. Santos

DLSU Business & Economics Review

The inoperability input-output model (IIM) has recently been proposed as an extension of conventional input-output analysis for assessing the vulnerability of interdependent infrastructures to various perturbations, such as natural disasters, industrial accidents, and deliberate attacks. The IIM framework makes use of a dimensionless risk metric called inoperability, which quantifies the degree of failure of a system on a scale ranging from 0 (normal state) to 1 (total failure). This inoperability is then assumed to propagate through any given industrial network after being induced by initial demand or supply-side perturbations. This work presents a fuzzy linear programming (FLP) model to allocate …

A Conceptual Framework For Estimating The Impact Of Climatic Uncertainty And Shocks On Land Use, Food Production, And Poverty In The Philippines, Caesar Cororaton, Arlene Inocencio, Anna Bella Siriban-Manalang, Marites Tiongco

DLSU Business & Economics Review

Wide variations in climatic conditions from prolonged dry season to frequent occurrence of super typhoons have significant impact on the Philippines, especially on rural poor households which depend heavily on agriculture and food production for subsistence and income. This paper provides a research framework that can be used to understand the dynamics between climate change and agriculture. The framework incorporates the effects of climate change on agricultural productivity, as well as the effects of agricultural activities and land use on climate change through the emission of greenhouse gasses. The framework uses three simulation models to analyse the impact of climate …

Does Financial Cooperation Agreement Influence The Real Economy?: A Gmm Panel Data Approach On Asean+3 Countries, Md. Saifur Rahman, Mohamed Aslam, Wee-Yeap Lau, Farihana Shahari

DLSU Business & Economics Review

This study aims to investigate the influences and contributions of financial integration on real sectors in ASEAN+3 economies. It employs General Methods of Moment (GMM) technique and uses the proxies of financial integration and real economy from 1990 to 2012. The findings show that financial integration on real economy has positive effect, such as increasing government spending, reducing unemployment, and so forth. The finding has great implications for the regional economies. It is recommended that the policy makers improve the financial integration in order to develop the real economy.

Determinants Of Investor’S Subscription Level Of Ipos: Evidence From Indian Capital Market In Post Mandatory Ipo Grading Regime, Souvik Banerjee, K.T. Rangamani

DLSU Business & Economics Review

This research paper determines the factors that influence investor’s appetite for Graded Initial Public Offerings(IPOs) between 2007 and 2013, in the context of Indian capital market. Company specific factors related to pre-issue financial position, corporate governance, and post issue promoter holding, firm age at the time of the issue, reputation of the lead manager of the issue, reputation of the credit rating agency, IPO Grade, and also market sentiment related factors like change in the money supply, Foreign Institutional Investor’s (FII) inflow, Price to Earnings (PE) ratio of the market, and market return, are considered. Out of these factors, FII …

Evaluating Banking Agents: A Case Of Brazilian Banking Correspondents, Tania Pereira Christopoulos, Lauro Emilio Gonzales Frias, Tomás Costa De Azevedo Marques

DLSU Business & Economics Review

Financial institutions play an important role in the development of any country’s economy, but there is still an enormous gap between supply and demand of financial services that meet the needs of the poor. Hence, it is important to analyze the role of the traditional financial system in the expansion of proper financial services, and their accessibility to the poor. Within inclusive finance, the most promising topic seems to be branchless banking. One major example of branchless banking is the case of banking correspondents (BC) in Brazil. In order to deepen the comprehension of the subject, this article will present …

Initiating Women Empowerment And Youth Development Through Involvement In Non- Formal Education In Three Selected Parishes: An Action Research On Poverty Alleviation, Divina M. Edralin, Maria Victoria P. Tibon, Florenz C. Tugas

DLSU Business & Economics Review

This article elaborates on an action research undertaken by three researchers from a business school of a leading university in the Philippines on the contribution of non-formal education programs in poverty alleviation, aimed to initiate women empowerment and youth development among selected women and youth in the parishes they belong to. Non-formal education programs such as home-based livelihood program, parenting for women, leadership, character building, values clarification, and priority setting for women and youth were administered as a way to reduce the selected parishioners’ vulnerabilities arising from poverty. Using outcome mapping as a project cycle management tool, changed behaviours, attitudes, …

Dine In Or Out: Understanding The Budgeting And Eating Out Behavior Of De La Salle University Students, Ma. Luisa C. Delayco, Hazel T. Biana

DLSU Business & Economics Review

The preparation and consumption of one’s food is governed by choices, attitudes, behavior, and beliefs. In De La Salle University, a school surrounded by a variety of restaurants, students make these food choices every day. Understanding how these food decisions are made is noteworthy, as this paper seeks to comprehend the students’ budgeting and eating out behavior through the use of Fishbein and Ajzen’s Theory of Reasoned Action. The underlying variables of the budgeting and eating out behavior of students are used to explain the pattern of correlations within a set of observed variables. Through an administered survey and data …

Women-Owned Business Branding: Consumer Behavior Based On Hedonic Vs. Utilitarian Positioning, Gracie Leeann Arnold

Undergraduate Honors Capstone Projects

Similar to the "country of origin" effect, branding a business with a specific ownership may have an effect on consumer purchasing behavior; but, as this trend grows so does the amount of research on how this effect is manifested. Large, powerful companies like Wal-Mart, Ex-IM Bank, and Toyota have recently launched initiatives to promote women-owned business enterprises by targeting women-owned suppliers. Women-owned business have seen unprecedented growth and market share in the past decade. In response, Wal-Mart has pledged to source $20 billion in goods from women-owned businesses by 2016. Wal-Mart began using the "Women-Owned" business logo (WOB) that was …

2015 January, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2015.

2015 Web Features, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Web features for 2015.

Marketing Strategies Of Mobile Game Application Entrepreneurs, Talaya Waller

Walden Dissertations and Doctoral Studies

Mobile game application entrepreneurs can offer many benefits to the U.S. economy; however, 80% of the entrepreneurs in this study stated that marketing their mobile applications was a major business challenge. Successful strategies that entrepreneurs have used to overcome their mobile game application marketing challenges may be beneficial to other entrepreneurs. Based on Schumpeter's theory of economic development and new value creation of technological innovation, the purpose of this phenomenological study was to explore the strategies that entrepreneurs have used to market their mobile game application development businesses successfully. Twenty mobile game application entrepreneurs from northern California, who successfully sustained …

Marketing Strategies To Increase Profits From Retailing Fair Trade Coffee, Emily Christine Knowles

Walden Dissertations and Doctoral Studies

Low consumer loyalty threatens the sustainability of the fair trade (FT) coffee market and corporate social responsibility investment. To provide business owners with strategies and decision-making processes to market FT coffee products successfully in the United States, this phenomenological study explored the lived experiences, perceptions, and insights of 20 FT coffee marketing managers. Planned behavior theory served as the conceptual framework. Face-to-face or Skype interviews were conducted with each of the 20 purposefully sampled FT coffee marketing managers. The data from these interviews were analyzed using Moustakas' modified van Kaam method and qualitative analytic software to collect, group, reduce, validate, …

Social Media Strategies Used In Marketing Custom Bicycle Framebuilding Companies, Angela Au

Walden Dissertations and Doctoral Studies

Social media is a cost-effective marketing tool, and in a 2014 survey, 75% of small business owners reported that they used social media to market. However, many of these businesses merely set up social media profiles and do not use social media to its full potential. Microenterprise owners face barriers such as lack of time, financial resources, and marketing knowledge, preventing them from adopting social media as a marketing tool. This multiple case study explored what strategies microenterprise owners in the artisan economy need to market using social media. Data were collected from 5 custom bicycle framebuilders in a Southwestern …

The More Things Change: Reflections On The State Of Marketing In Continuing Higher Education, James D. Campbell, James L. Narduzzi

School of Professional and Continuing Studies Faculty Publications

All of us can readily identify the major changes that have occurred in society over the past several decades and, more important, the manner in which these changes have affected the way we conduct the business of continuing higher education. For example, the telephone has been replaced by e-mail, which is now the most prevalent way we communicate with each other in the workplace. Social media and the web now dominate how we market our programs and communicate with our various constituencies. Instruction, once delivered primarily face-to-face in a classroom setting, is now routinely delivered utilizing various digitally mediated formats, …

Breastfeeding In The Philippine Workplace: What’S Wrong With The Right?, Emily Sanchez Salcedo

DLSU Business & Economics Review

There are four main differences between the Philippine and American statutes that promote breastfeeding. First, the Philippine law provides that lactation breaks should be compensated while the American law explicitly stated that employers are under no such obligation. Second, the Philippine law provides for “culturally appropriate lactation care and services” whereas majority of American states exempt breastfeeding from public indecency laws. Third, the Philippine law makes a conclusive statement that breastfeeding “enhances mother-infant relationship”. The American law wisely left such matter to individual realization. Fourth, the Philippine law puts the right of a mother to breastfeed on equal footing with …

Customer Relationship Management (Crm) Of Hotels In The Context Of Variety-Seeking Behaviour (Vsb), Maduka Udunuwara

Theses: Doctorates and Masters

This study combined two significant areas in marketing, customer relationship management (CRM) and variety-seeking behaviour (VSB), which are paradoxical constructs due to their contradictory intentions. While organisations implement various customer relationship management practices with an intention of retaining customers and generating loyalty, a preference for variety-seeking behaviour can make customers switch. This study investigated the impact of variety-seeking behaviour on generating outcomes of customer relationship management practices in the hotel context, by focusing exclusively on leisure travellers.

Even though customer relationship management is widely adopted in the hotel domain, much of its discussions are on implementation related aspects, rather than …

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.

Does Service Employees' Appearance Affect The Healthiness Of Food Choice?, Tabea: Benoit Huneke, Sabine Benoit, Anders Gustafsson

Research Collection Lee Kong Chian School Of Business

Derived from previous research on social influence on food consumption and social comparison theory, this article examines the effect of service employees’ appearance on consumers’ food choice using an experimental study, involving a video manipulation and eye-tracking technique. The video shows a menu being proffered by a waitress whose degree of apparent healthiness varies (healthy, overweight, unhealthy lifestyle). The menu contains both healthy and unhealthy meal alternatives. The analysis of participants’ eye movements demonstrated that exposure to the overweight employee did not stimulate greater (i.e., earlier or longer) attention to unhealthy meal alternatives, whereas exposure to the employee who displayed …

A Web Personalization Artifact For Utility-Sensitive Review Analysis, Long Flory Mrs.

Theses and Dissertations

Online customer reviews are web content voluntarily posted by the users of a product (e.g. camera) or service (e.g. hotel) to express their opinions about the product or service. Online reviews are important resources for businesses and consumers. This dissertation focuses on the important consumer concern of review utility, i.e., the helpfulness or usefulness of online reviews to inform consumer purchase decisions. Review utility concerns consumers since not all online reviews are useful or helpful. And, the quantity of the online reviews of a product/service tends to be very large. Manual assessment of review utility is not only time consuming …

Relevant Decision Criteria And Their Level Of Importance In Consumers' Choice Of Hospital, Jordan Brelje

Honors Program Theses

As the health care industry becomes increasingly consumer-driven, it is crucial for hospitals to understand the considerations involved in their patients’ choice of health care institution. The purpose of this study was to determine the factors which most heavily influence consumers’ choice of hospital, as well as to make recommendations to health care marketers based upon the conclusions reached. This study also hoped to provide beneficial insights to public policy makers who desire to give consumers more control in the health care decision-making process. Very little research has been performed in recent years as to consumers’ choice of hospital decision …

The Model Of Network Carriers' Strategic Decision Making With Low-Cost Carrier Entry, Tamilla Curtis, Dawna L. Rhoades

Publications

No abstract provided.

The Model Of Network Carriers' Strategic Decision Making With Low-Cost Carrier Entry, Tamilla Curtis, Dawna L. Rhoades

Publications

"After deregulation in the United States in 1978, airlines faced intense competition on previously regulated routes. The proponents of deregulation stated that equilibrium in the industry would be achieved by providing lower fares and improved service (Daraban and Fournier, 2008). While this became true to some extent, the airline network in the U.S. was dominated by the hub-and-spoke system and concentrated in the hands of few large airlines. The emergence of the Low-Cost Carrier (LCC) model, which originated in the U.S. through Southwest Airlines in the early 1970s, became an instrument to drive the airlines towards a competitive equilibrium. The …

Case Study: Sexism In Advertising And Airlines, Tamilla Curtis, Anke Arnaud Ph.D., Blaise Waguespack

Publications

This case study outlines an ethical dilemma faced by a young female student who is planning to buy airline tickets. Her purchase decision is influenced by cost and advertising strategies. The case discusses advertising ethics, ethical moral philosophies, including teleology and deontology, and sexist advertising with examples from the airline industry. This case will be beneficial for marketing students to discuss the topic of advertising ethics, and for business students to discuss the topic of organizational ethics. Students enrolling in aviation related classes will also benefit from this case. The teaching notes for instructors are available upon request.

The Power Of Brand Love, Marc Fetscherin, Ryan Barker, Jeffery Peacock

Faculty Publications

In this article we would like to respond to Romaniuk’s (2013) Viewpoint article "What’s (brand) love got to do with it?" and provide our point of view regarding brand love. While we agree with some of the limitations she points out in Batra et al.’s (2012) article, and acknowledge them, we disagree with her statement that there is ‘no evidence that building brand love leads to higher market share, sales or profitability’ (Romaniuk 2013, p. 185). It is conceivable that there was no evidence when she wrote the article in 2013. However, as this article illustrates, we have since 2013 …

Beyond Instrumentalism: A Relational Approach To Negotiation, Marc-Charles Ingerson, Kristen Bell Detienne, Katie A. Liljenquist

Faculty Publications

Instrumentalism, the philosophy that rational people will behave in ways that promote self-interest, is often the default assumption that scholars and practitioners rely upon when interpreting and predicting human behavior in negotiations. Instrumentalism, however, need not be the only lens through which negotiators and negotiations are viewed. In this article, we discuss some of the problems associated with too heavy a reliance on instrumentalism and propose an alternative relational approach, one in which negotiators see themselves as agents embedded in a system of relationships, who are motivated to understand and advance the welfare of others. We discuss some of the …