Marketing Commons^™

B2b Social Media Marketing: A Content Analysis Of The Role Of Scope On Firm Performance, Nicole Beachum, Marianne Loes, Stacy Wellborn, Catherine Hessick

AMTP Proceedings 2021

Both in the literature and in practice, social media marketing is encouraged for organizations looking to build and maintain relationships with their target markets. However, there is a need to better understand the value of social media marketing specifically for B2B organizations. A review of the literature finds that social network theory, social capital theory, and resource advantage theory offer support for the use of social media marketing to ultimately improve firm performance. This paper leverages text mining and content analysis methodologies to examine the relationship of B2B social media use (in terms of frequency of posts and platforms) and …

Using Fomo To Promote Sports Events: Exploring Technology Usage And Involvement Effects, Julia E. Blose Dr., Rhonda W. Mack, Robert Pitts, Y. Xie

AMTP Proceedings 2021

No abstract provided.

The Youtube - Savoring Model: Youtube As A Means Of Increasing Savoring For An Upcoming Consumption Experience, Marc P. Dupont

AMTP Proceedings 2021

YouTube started primarily as a means of entertainment. However, in recent years it has become a platform for both information-seeking and information-giving behaviors. Using the consumption, participation, and production framework for user generated media, YouTube is examined as a platform to influence an individual’s savoring and remembered enjoyment of a consumption experience. This study proposes a model for utilizing YouTube as a means of increasing savoring for an upcoming consumption experience through elaborative processing, minimizing distractions, and encouraging remembered enjoyment.

Consumer Perceptions Of Podcast Advertising: Theater Of The Mind And Story Selling, M. Olguta (Olga) Vilceanu, Kristine Johnson, Alexis Burns

AMTP Proceedings 2021

COVID-19 has changed the ways in which people manage education, work, and entertainment. This study sought to identify the types of attitudes and behaviors which promote mutually rewarding connections between podcasts, audiences, and advertisers. Survey results underlined the utmost importance for the podcast advertising industry to connect and engage listeners, in order for the overall billion-dollar ad buys to have the desired effect. About two-thirds of the participants listen to 6 or more shows during an average week and prefer live-narrated ads where podcast hosts banter and tell convincing stories about their experiences with advertised products. Key findings indicate that …

Less Talking, More Empathy: How To Use Emojis To Help People Feel Good, Farhana Nusrat, Yanliu Huang

AMTP Proceedings 2021

Text therapy is an affordable and convenient form of counselling that allows clients to text with a Therapist. It is quite common for therapists to use emojis while talking to their clients via texts. In this study, we examine how use of emojis in the context of text therapy impacts clients’ overall counselling experience. In two studies, we show that using emojis with concise messages (vs. long messages) lead to greater clients’ overall satisfaction, higher willingness to pay, and increased positive word of mouth.

Turn The Other Cheek Or An Eye For Eye: Exploring Brand-To-Brand Dialogue On Social Media, Veronica Thomas, Kendra Fowler

AMTP Proceedings 2021

While popular press articles frequently highlight humorous, snarky exchanges between brands on social media, academically, this behavior is relatively unexplored. As consumers’ perceptions of the use of humor in brand-to-brand dialogue may have meaningful managerial and theoretical implications, this research examines consumers’ perceptions of brands that engage in dialogue with one another on social media. To understand the dyadic relationship between two brands who engage with one another on social media, we explore two different types of humorous comments (low aggression and high aggression) and how the type of humor employed affects consumers’ perceptions of both the brand initiating the …

Adapting To Slow-Moving Crises: The Personal Protection Equipment Supply Chain In The Time Of Covid19, Jennifer Shullih, Stephen Lemay

AMTP Proceedings 2021

In this paper, we look at the supply chain for PPE during the COVID-19 pandemic of 2020. We look at the way the supply chain has responded to the pandemic, the coordination of the supply chain relative to the needs of primary users, and the consequences of its use. We find that the supply chain has continued to function more as a commercial supply chain than as an emergency supply chain largely because of a lack of centralized coordination. We include an analysis of existing concepts as they apply to this supply chain, but also incorporate preliminary results from a …

Post-Pandemic Impulse Buying Behavior: Exploring The Antecedents Of Impulsive Buying Across Product Categories During Post Covid-19 Era In The China, Pei Wang, Sindy Chapa

AMTP Proceedings 2021

Due to COVID-19 pandemic, online purchases have become the new normal. Based on the S-O-R framework, this study proposed a model to understand consumers’ impulsive shopping behavior during post COVID-19 era in China. This study investigated the antecedents of impulsive purchase behavior, while exploring the product categories most likely to be consumed because of the pandemic. An online survey was employed using a convenience national sample frame in China. A total sample of 322 was used to test the proposed model, hypotheses and answer the research questions. Theoretically, the study provides an alternative model that explains the role of website …

Are Virtual Assistants Effective In Generating Customer-Firm Engagement? The Role Of Social Media As A Component Of Marketing Strategies., Neda Mossaei

AMTP Proceedings 2021

ABSTRACT

This paper examines the effects of utilizing voice assistants in addition to integrating social media in firms’ communication strategies. Many consumers are increasingly using voice assistants to communicate with companies. At the same time, the Covid-19 pandemic has impacted the way customers are interacting with companies due to social distancing, stay-at-home orders, and mental overload during this unprecedented time. Firms that provide consumers with easier ways of communication, such as utilizing a voice assistant in customer service, could benefit from higher consumer engagement. The cognitive load theory is proposed to explore its applicability in assessing whether less mental effort …

Uncertainty And Risk Are Multidimensional: Lessons From The Covid-19 Pandemic, David Stewart

Marketing & Business Law Faculty Works

No abstract provided.

Future Proof And Real-World Ready: The Role Of Live Project-Based Learning In Students’ Skill Development, Andrew J. Rohm, Matthew Stefl, Noriko Ward

Marketing & Business Law Faculty Works

The rapid pace of technological change taking place today makes it even more important for marketing educators to incorporate relevant technical and higher level meta-skills in their digital marketing courses. We review the pedagogical literature on skill development and project-based learning and detail two live course projects designed to help students develop technical skills related to digital marketing in addition to important meta-skills involving creativity, critical thinking, collaboration, and communication. We evaluate the impact of the projects through a direct and indirect assessment process. Findings suggest that live project–based learning can support the development of the technical and meta-skills necessary …

Fostering Music Performers In The 21st Century: A Contemporary Professional Perspective Toward A New Curricular Agenda For Graduate Study In Music, Andre Januario

Graduate Theses, Dissertations, and Problem Reports (ETD)

What if the core curriculum for graduate students in music performance were designed to prepare students to succeed in the world of the Fourth Industrial Revolution?

This dissertation offers a hypothetical answer: a structured and systematic academic curricular framework for music graduate students of performance of concert music (especially those in terminal degrees, such as doctoral students), along with music instructors, professional music performers, school administrators, and college professors, seeking to prepare such students for achieving and maintaining a music career more in keeping with the current work environment, especially those skills demanded by the Fourth Industrial Revolution and the …

Getting Connected: Exploring The Role Of Sustainability Labels In Tourism Marketing Communications, Elvira Kizilova

Graduate Theses, Dissertations, and Problem Reports (ETD)

While sustainability has become an important brand differentiator in many industries, current research suggests that tourism businesses rarely use sustainability labels in their communications, e.g., on their websites or other types of advertisements.

This dissertation examines the role of sustainability labels in increasing consumer preferences for sustainable travel destinations. Drawing on social exchange theory and anthropomorphism framework, we propose that sustainability labels increase consumer visit intentions, willingness to recommend a destination to someone else, and willingness to pay price premium for the sustainable offer. These effects are mediated by perception of goal congruence and connectedness with a destination. We further …

A Podcasting Series On Employing Podcasts As An Effective Marketing Method For Small Businesses, Sevohn Alexis Bree Hunter

Graduate Theses, Dissertations, and Problem Reports (ETD)

This time has been called the "Golden Age" of podcasting. The number of people listening to podcasts continues to grow year after year as the medium itself continues to evolve. The ability to target specific, or niche, audiences is one reason why podcasting is so attractive to consumers. This also makes podcasts useful for small businesses. Like podcasts, small businesses can target niche audiences and cater to specific needs. The purpose of this project was to investigate the benefits of podcast marketing as it pertains to the uncertainty reduction theory and to create a podcast that can serve as a …

Three Essays On The Impact Of Cuteness On Consumer Behavior, Alexis Taeeun Yim

Graduate Theses, Dissertations, and Problem Reports (ETD)

Over the last decade, the world has seen a rise in the popularity of cute stimuli. Adorable baby pictures, fluffy puppy videos, and whimsical emojis seem ever-present in social media news feeds and friends’ posts. In addition, products marketed toward adults that feature cute characters drive sales worth billions of dollars. The growing presence of cute stimuli in our daily lives is accompanied by emerging research on their social and behavioral impacts. Correspondingly, the current dissertation consists of three essays that contribute to the literature on cuteness by empirically testing the impacts of cuteness in the marketplace. To extend the …

The Prospect Of Indonesian Government Retail Sukuk: From The Perspective Of Sharia Financial Knowledge, Education, And Behavior, Fajri Adrianto

DLSU Business & Economics Review

As a source of government financing, the Indonesian government’s retail Sukuk is still not as popular as conventional government bonds. The Indonesian government has issued serial retail Sukuks with the code SR to get funds from retail investors, especially those concerned with Sharia values. Sharia financial literacy is expected to determine the success of this Sukuk. This study fills the gap of previous research on financial literacy by investigating the Sharia financial literacy in the investment decision. This study investigates the descriptive analysis of Sharia financial literacy in Indonesia and its relationship with the prospect of retail Sukuk issued by …

Redefining Sustainable Tourism In Covid-19: A Political-Economy Approach, Eylla Laire M. Gutierrez

DLSU Business & Economics Review

Tourism has emerged as a critical sector generating economic growth and development across countries in the world. However, in the face of the outbreak of the COVID-19 pandemic, it is also considered as one of the most heavily hit sectors. Given the backdrop of all the measures implemented to prevent the spread of the outbreak and the changing mindset of actors towards travel, sustainable tourism is expected to play a more critical role in the face of the new normal. This article aims to provide a better understanding of sustainable tourism by utilizing a political economy approach. Specifically, this article …

Risk Perception In Respect Of Equity Shares: A Literature Review And Future Research Agenda, Ranjit Singh, K. Kajol, Jayashree Bhattacharjee

DLSU Business & Economics Review

The purpose of this paper is to systematically review the literature published on various aspects of risk perception about equity investment. It also aims to raise specific questions for future research. A comprehensive and systematic literature review is done to get the insights of the available literature with an objective to identify the determinants of equity-share-related risk perception and identify its impact that influences equity investment behavior. The study found that risk perception can be measured mainly by using the axiomatic approach, socio cultural group approach, emotional reactions, marketing mix approach, and psychometric approach. It is also found that the …

Successful Event Fundraising Strategies For Nonprofit Museums, Stacie Barrett

Walden Dissertations and Doctoral Studies

Some museum nonprofit organizational leaders are experiencing financial losses. Less than 25% of nonprofit agencies in the United States have enough funds to operate for six months. Museum nonprofit leaders are concerned with financial losses because the decrease in financial support can cause decreased operational funding and prohibit museum nonprofit leaders from carrying out the organizational mission. Grounded in Ajzen’s theory of planned behavior, the purpose of this qualitative single case study was to explore successful event fundraising strategies nonprofit managers use to increase financial support. The participants were three successful nonprofit museum leaders who had fundraising responsibilities. The study …

Servqual Measurement In A Healthcare Setting: Before And After Corrective Strategy Implementation, Jerome Christia, Aaron Ard, Lorraine Runion

Atlantic Marketing Journal

In the United States, the most dominant industry is services, yielding the highest volume of total employment and gross domestic product. Due to this insight, academics and business professionals continue to research and apply strategies to achieve distinctive competitive advantages in the services arena. The steady growth and increasing significance of the service sector in the United States and other developed markets has resulted in a sizeable body of related research addressing a variety of issues such as service quality and its characteristics. Healthcare is an impactful service industry that has received a considerable amount of attention. In the healthcare …

Importance-Performance Gap Analysis Of The University Brand Equity Dimensions, Tulay Girard, Musa Pinar

Atlantic Marketing Journal

This study examines the gaps between the importance students place on brand equity dimensions and their perceptions of how well their university performs on each dimension. It also assesses if the brand equity dimensions differ based on student demographics including gender, class level, and their living arrangement. Data were collected from a university in the Midwestern U.S. from undergraduate students. The findings reveal significant gaps between the importance and performance perceptions of students, and that females, students living on campus, and freshman require special

Modeling Austrian Consumer Responses To A Vignette Television Commercial Drama For A Vacation Resort Destination, Ozcan Kilic, Michael Stoica, Andreas Nachbagauer, Darryl Miller

Atlantic Marketing Journal

Abstract- This project involved the formulation and test of a model of Austrian consumers' cognitive and affective responses to a vignette television commercial drama for a vacation resort area, the Halkidiki region of Greece. Results indicate that response to the commercial was both cognitive and affective with sympathy and empathy, mediating the influence of verisimilitude on attitudes toward the ad and brand. These results were consistent with what was expected from a sample of consumers from a low power distance and moderate individualistic culture such as Austria. Results suggest that to promote tourism services effectively, a commercial's production value and …

Escape For Boone & Crocket, William Foxx, W. Frank Thompson Jr., Joseph W. Giese, David Vanbuskirk

Atlantic Marketing Journal

Eber Crocket is the owner of Boone & Crocket Trapper Supply (B&C). He feels like the environmental forces that are impacting his business are like a trap slowing closing on him. He is considering ideas to improve his store’s profitability.

Demand for furs as fashion goods is a multi-million dollar industry. Twenty percent of this demand is met by wild fur which is harvested by trappers. Trapping suppliers serve as the middleman between small individual trappers and auction houses. These auction houses collect the raw fur pelts from trappers and trapping stores and hold them until one of their auctions. …

Customer Service 2.0: The Effect Of Ryanair's Policy Change, John C. Griffith Ph.D., Donna L. Roberts Ph.D.

International Journal of Aviation, Aeronautics, and Aerospace

Customer perceptions of Ryanair and Southwest were evaluated to compare two data periods; 2012-13 and 2016-17 to determine differences in passenger perceptions between and within airlines. Quantitative data and open area comments were analyzed. A replication of a previous study for 2016-17 data indicated that customer perceptions of Ryanair improved since the implementation of a customer service program. Survey results indicated Ryanair and Southwest did not have statistically significant differences in overall ratings; a change from 2012-13 data where Southwest was rated significantly higher. Additionally, 2016-17 Ryanair customers indicated they would recommend the airline at a significantly higher rate than …

2021 January, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2021.

The Evolving Nature Of The Inside And Outside Sales Relationship: Cooperation And Conflict, Zori Perkins, Claire Durant, Stefan Sleep

AMTP Proceedings 2021

Firms are increasingly turning to inside sales, salespeople working from a single or virtual location versus traveling to customers, because of the significant costs savings and improvements in communications technology. As a result, there is growing interaction between the inside and outside sales organizations. Through a series of interviews with inside and outside sale representatives, this research explores the evolving relationship between the two. The results of the interviews show that the sales responsibilities for inside and outside sales vary significantly across firms. Additionally, the research finds that personal relationships play a critical role in the success of the inside …

Revisiting The Beneficiaries Of The Scotus Ruling Striking Down Paspa, Sam Fullerton, Ronald Dick, Michael Mccall

AMTP Proceedings 2021

A Supreme Court ruling in 2018 essentially rendered restrictions on sports gambling to run counter to states’ rights, thus in conflict with the Constitution of the United States. As a consequence, 13 states and the District of Columbia now have legalized sports gambling. Initial research into the consequences of this ruling identified 12 potential beneficiaries. Subsequent research entailing an assessment of new literature and a survey of executive opinion involving a number of marketing executives who work within the field of sports marketing expanded the findings from the earlier study. This extension of the preliminary study found 14 beneficiaries rather …

The Stressors Faced By Retail Workers During The Covid-19 Pandemic, Nada Elnahla, Leighann C. Neilson

AMTP Proceedings 2021

Amidst the COVID-19 pandemic, brick-and-mortar retail workers have been hailed as heroic frontline employees. No matter where a retail store is located or the severity of the lockdown, retail workers have many new regulations and guidelines to follow and implement in order to protect both themselves and their customers. Using a qualitative research methodology, this exploratory research focuses on how the COVID-19 pandemic and its resulting drastic changes in the retail sector are affecting the workers in North America. Four main stressors are identified: fear of the unknown, fear of infection, mistreatment by consumers, and the role of the powerless …

The Effect Of Profanity And Quality On Perceived Review Helpfulness And Purchase Intentions, Dustin R. Wilcox, Ismail Karabas

AMTP Proceedings 2021

This extended abstract explores the effect of profanity usage and writing quality on the perceived helpfulness of online customer reviews and customers’ purchase intentions. Customer reviews have become increasingly important in recent years. Topics related to customer reviews are valence, quality, and the presence or absence of profanity. While previous research has connected some of these topics, the moderating effect of profanity on review quality is scarce. We expect that readers will find low quality negative reviews containing profanity less helpful, high quality negative reviews containing profanity more helpful, and high quality reviews containing profanity more helpful. Furthermore, we expect …

An Exploration Of The Experiences Of Modern Marketers: Skills Gaps, Mindset, And The Role Of Career Stage, Tim Crowley

Theses

The digitalisation of marketing is the greatest change that the marketing profession has experienced (Kähler & Magnusson, 2018) and digital technologies now sit at the forefront of modern marketing (Thomas & Thomas, 2018). Digital marketing has numerous benefits (Kumar, 2015; Malar, 2016), however, digitalisation is disruptive (Mgiba, 2019) and has resulted in mismatched skills and an increased need for reskilling and upskilling (Bajpai & Biberman, 2019). Accordingly, skills gaps are evident (Crush, 2011; Day, 2011; Hege, 2020; Quinn et al., 2016; Royle & Laing, 2014; Wood, 2011). Notwithstanding, there is a scarcity of research in this area (Raghuraman, 2017; Royle …