Marketing Commons^™

The Role Of Social Media Influencers In Brand Communication Strategies, Elvis Madondo, Eunice Akindeji

ASEAN Marketing Journal

Manuscript type: Review Paper.

Research Aims: This study aims to examine the role of social media influencers in shaping contemporary brand communication strategies and to identify the opportunities and challenges associated with influencer marketing practices. Design/methodology/approach: This study employs a semi-systematic literature review approach by analyzing previous studies related to influencer marketing, brand communication, customer engagement, and consumer behavior across digital platforms. Research Findings: The findings indicate that brands strategically select influencers whose personal branding aligns with the company’s values and identity to enhance customer engagement and brand perception. Long-term collaborations between brands and influencers are also found to strengthen …

Voices Of A New Era: A Discursive Psychology Study Of Influencer-Follower Discourse On Tiktok, Andrea Guerrero Hernandez

Electronic Theses and Dissertations

The present study researched and investigated the discourse of five mega fashion influencers on TikTok, as well as the discourse of 15 followers engaging with fashion influencer content on the same platform. The theory used to guide this study was discursive psychology theory, which provided the groundwork for understanding how both influencers and followers position their identities, justify their actions and decisions, and construct their reality. The primary aim of this research is to deepen understanding of how influencer discourse shapes follower discourse, identifying recurring patterns, contradictions, and the ways in which tensions are negotiated. The findings reveal a range …

Centralizing Communication Intake To Improve Workflow Visibility And Engagement: A Quality Improvement Project In A Cancer Center's Education Division, Menatalla El-Sharkawi, Mohamed Ait Aiss

Advances in Cancer Education and Quality Improvement

Background: In large or complex organizations, multiple teams may be charged with managing different components of a project, initiative, or administrative assignment. When these teams have overlapping needs for information, the absence of a structured intake and tracking process can limit transparency, reduce efficiency, and hinder coordination across communication channels.

Methods: Drawing on principles of strategic communications and project management, we created a structured and centralized information sharing process for teams within the education division of a comprehensive cancer center. The intervention included workflow redesign, development of a standardized intake system, and use of real-time dashboard analytics to support operation …

Green Marketing And Culture: Understanding Hispanic Consumers’ Sustainable Purchase Intentions, Santiago Reyes, Sindy Chapa

AMTP Proceedings 2026

As sustainability becomes a central force in shaping consumer expectations, businesses increasingly rely on green marketing strategies to communicate environmental responsibility and influence purchasing behavior (Polonsky, 1994; Kuria, 2024). This study examines how environmental concern, attitudes toward cause-related marketing (CRM), and cultural values influence purchase intentions, and compares Hispanic and non-Hispanic consumers.

Measuring The Effect Of A Brand Communication Strategy Through Consumer-Generated Content: A Case Study Of Telecommunication Services, Jiwon Baek, Haejin Seo, Tae Ho Song

Asia Marketing Journal

The objective of marketing communication is to develop brand knowledge in consumers’ minds by informing and persuading consumers with the information that the brand needs to convey. However, existing studies on advertising effects have primarily focused on quantitative performance metrics. Although studies measuring consumers' cognitive responses have increased recently, it is still difficult to find research analyzing the effectiveness of advertising from a communication perspective. Therefore, we aimed to examine the communication effectiveness of advertising by utilizing Consumer-Generated Content data. The results of the Semantic Network Analysis and centrality analysis revealed differences in advertising effectiveness between the two brands. Moreover, …

Do Universities Choose The Right Strategies For X Engagement? The Case Of Six Universities In Thailand, Mathupayas Thongmak

Higher Learning Research Communications

Objective: The purpose of this study is to understand how Thai public universities engage their stakeholders on X (the social media platform previously known as Twitter). This article answers the following research questions: 1) What are the X message strategies of six public universities? 2) Do they choose the most effective strategies to drive X engagement in terms of favorites and reposts?

Method: Data was automatically collected using anX analytic tool, and the potential variables were extracted semi-automatically using tools appropriate to text mining, sentiment analysis, word cloud, and so on. Posts from six universities in Thailand were investigated.

Results: …

Personalized Persuasion In The Digital Age: A Data-Driven Approach To Effective Communication, Annye Braca

Doctoral

This thesis investigates the potential of Machine Learning (ML) to personalize persuasive marketing messages. It explores the identification of individuals receptive to specific persuasion techniques based on their psychometric profiles. By developing ML models that incorporate these profiles, the thesis aims to predict the impact of tailored messages and improve the effectiveness of marketing communication.

Towards New Forms Of Using Social Media: Museums Activity On Linkedin, Magdalena Sawczuk

Journal of Marketing and Consumer Behaviour in Emerging Markets

The social media landscape changes very fast. It regards, among others, the accessible platforms and the features of social media tools. It also concerns the broad spectrum of institutions that start their virtual activity in different ways, and museums’ participation in social media can be indicated here. Their activity mainly focuses on communication with the audience or other museums, but some new approaches can also be observed. One of them is activity on LinkedIn, which is closely connected to the professional perspective and employee-related issues. Hence, the article aims to explore the main paths and forms of the Polish museum’s …

Pity The Poor Reader, Charles H. Haddad

School of Communication and Journalism Faculty Publications

I conceived my book “Pity the Poor Reader” as an un-textbook, an irreverent “Elements of style.” Like Elements, it’s designed to complement textbooks. Pity is concise, memorable and portable. Under 300 pages, Pity serves as an aspiring writer’s keepsake. Concision lies at the heart of Pity. The key concepts of writing well are distilled into irreverent, memorable lines and axioms. Many of them are organized as lists that are easily printed and taped to a wall or a computer. Indeed, in testing the book with my university students, I’ve found that many of them did print out its list of …

Engaging For A Cause: How Nonprofits Can Leverage Theory To Maximize Video Engagement On Instagram., Aiko A. A. A. Jones

Electronic Theses and Dissertations

Video is the second-richest form of media, conveying both verbal and nonverbal cues to viewers (Hasim et al., 2020). When coupled with the accessibility of social media, videos can spark consumer interest and convert neutral parties to brand-supporters (Alamäki et al., 2019; Tseng & Wei, 2020). This study aimed to investigate the effects of using Aristotle’s persuasive appeals, Berger’s STEPPS, and Monroe’s Motivated Sequence on the success of nonprofit organizations’ social media videos, measured in engagement metrics (likes and comments). Through a content analysis of 50 videos posted to Instagram by randomly selected nonprofit organizations, this study found that pathos …

Implementing And Marketing Diversity, Equity And Inclusion Practices And Resources: Creating The E‐Buzz!, Essraa Nawar, Kristin Laughtin-Dunker

Digital Initiatives Symposium

Leatherby Libraries Librarians are committed to supporting and promoting diversity, equity, and inclusion for students, faculty, researchers, and staff. We demonstrate this commitment holistically through the provision of all resources and services in support of teaching, learning, and research. Our goal is to reduce obstacles to accessing diverse research resources, services, learning, and engagement through educational outreach in order to raise awareness of diversity related issues.

In 2020, Library administration selected a Diversity and Outreach librarian that was charged with creating a comprehensive Diversity, Equity and Inclusion (DEI) and Outreach plan. As a result, a number of practices and initiatives …

Leading Horses To Water During A Pandemic: Assuring Communication Learning For "Quants", Thomas Hall

International Journal for Business Education

Students who are attracted to quantitative disciplines of study can be reluctant to devote much attention to the important task of communicating, and previous research (Hostager, 2018) has identified statistically significant differences in learning approaches by major among undergraduate business students. This paper presents results of learning assurance for writing skills (direct measures) even when the content of the course relates to the highly quantitative topics of data analytics and finance. The approach combines various pedagogical methods in an undergraduate, writing-intensive setting: traditional testing but in an iterative framework, “flipped classroom” intensive work using spreadsheet software, repeated submission of brief …

A Review Of Two Decades Of Research On Language In International Management (1997 - 2022) - Supplemental Material, Yung-Hwal Park, Kevin Lehnert

Other Faculty Publications

This research reviews over two decades of research on language within international management. This comprehensive review codes and summarizes 263 articles, highlighting the impact of language in various strategic areas of management: language policy; HRM and organizational behavior; internationalization; HQ-subsidiary relationship; knowledge sharing; corporate reporting and governance; and mergers and acquisitions (M&A) and inter-firm strategic collaboration. This study also highlights two major needs within the discipline (internal vs. external focus of language and level of analysis – individual, group and organizational), and addressed the call for a broader future research agenda.

Let's Speculate About It: When And Why Consumers Want To Discuss Mystery Products, Aleksandra Kovacheva, Hillary Wiener

Marketing Faculty Scholarship

Research suggests that mystery products can be appealing to consumers and can motivate interest and purchase. In this paper, we examine a different benefit of these offerings – their effect on driving conversation. We propose that such products can prompt a conversation due to their ability to motivate joint speculation, or the process of thinking about possible resolutions of the uncertainty with others. We define this novel driver of conversation, delineate it from related constructs, and situate it in the literature. We then provide initial evidence for the proposed theory in seven studies (n = 2,835), demonstrating that mystery …

Understanding The Business Model Of Content Creation, Taylor Vahey

Honors Projects in Communication

Individuals who post niched consistent content to social media platforms have grown audiences, which presents an opportunity for content creators to monetize the attention their posts receive. Both content creators and marketing practitioners are using trial and error processes to learn how to utilize the newest online promotion strategy; influencer marketing. This research aims to outline the business operations from the perspective of the influencer. Research on all aspects of this industry is insufficient, with only a few hundred published peer-reviewed articles on the topic available. Most of the research focuses on the perspective of the audience or the marketing …

How To Grow My Business On Social Media, Thomas Vehige

Honors Theses

This thesis discussed goals, strategies and tactics to expand an existing freelance sports videography business into a more robust business through the use of targeted social media campaigns. Author discusses demographic choices, social media platform selection and goals for thoughtful evaluation of opportunities and core competencies.

An Imc Approach To Building Trust Among Nonprofit Donors, Catherine A. Romaine

Honors Theses

This thesis explores the role of a holistic Integrated Marketing Communications strategy within the nonprofit sector. The research aims to identify the effectiveness of different marketing communication tactics in soliciting donations for nonprofit organizations. It examines the influences and motivations of donors when choosing one organization over another for their monetary contributions. The thesis investigates the impact of specific integrated marketing strategies in building and maintaining relationships with different stakeholders such as donors, volunteers, and employees.

Through a literature review of successful nonprofits and missteps within the sector, this thesis identifies various factors that contribute to nonprofit marketing success, including …

Covid's Positive Implications On Business-To-Business Salesperson Communication And Customer Interaction, Lucy Matthews, Diane R. Edmondson, Ryan Matthews, Frances Ann Stott, Tammy Bahmanziari

Atlantic Marketing Journal

This article aims to investigate the impact of the COVID-19 pandemic on industrial salesperson communication with buyers, specifically focusing on the positive outcomes. The authors use a qualitative data collection approach based on grounded theory. Thirteen executives, primarily from the transportation industry, were interviewed. Based on the executive interviews, this study develops the pandemic-induced customer interaction model for the industrial market, drawing from the Technology Acceptance Model (TAM) and innovation diffusion theory. This study is the first to examine the positive impacts of the COVID-19 pandemic on business-to-business sales organization communication. This study contributes to the literature through the creation …

Making A List: Teaching Prospecting In Sales Courses, Alexander Milovic

Marketing Faculty Research and Publications

The importance of prospecting cannot be overstated in the sales discipline. The authors introduce an exercise that allows students to develop this skill by identifying and developing a detailed prospecting list with data gleaned from real-world contact information. This project can be executed both stand-alone or as an introduction to a larger-scale sales project. Additionally, this project can be delivered beyond the classroom in a workshop-style format to assist student organizations/clubs achieve their goals (e.g., fundraising, corporate outreach). Empirical results are shared, as well as qualitative student feedback, to demonstrate the exercise’s effectiveness for teaching this vital concept.

Stories And Selling: The Impact Of Narrative Storytelling In Video Commercials, Gabriela Martin

Honors Projects in Communication

In a world where business is so closely tied together with the digital world, it can become easy to miss out on the human component of the marketing field. However, it is the narrative storytelling interwoven into advertisements that make them so compelling to consumers. Customers do not just want to be told about the features of a product, but rather they want to understand how having that product will make them feel. This storytelling can be communicated across several different forms of media, but it is especially apparent in the formatting of video commercials. While basic informational videos can …

Resume Research Questions Through The Seven Philosophical Foundations Of Communication, Michael W. Major

Faculty & Staff Scholarship

While there is no lack of peer-reviewed publications that focus on resumes, there is a lack of theory-based research in the genre. Most studies on resumes report observations rather than test theories to predict screener behaviors, and recent calls to action have advocated for more theory-based resume research. This paper answers the call and offers ways in which scholars can introduce theory into the existing body of knowledge in the resume genre by exploring research questions guided by the various philosophical foundations of the communication discipline. Future resume research should reference Craig’s constitutive metamodel that offers more than 250 communication …

If You Can't Take The Tweet: Understanding Corporate Social Responsibility Through The Lens Of Social Media Marketing, Julia Winterhalter

Honors Projects in Communication

Companies are increasingly taking action on societal issues and are aware of the impact that their corporate voice has on impressionable publics. Existing research focuses greatly on corporate social responsibility and the moral standards that set up companies to market themselves authentically to the values they build themselves on. The current study explores how three companies utilize their platform to share their values in relation to ethical issues arising in the modern world. Through the Twitter accounts of Ben & Jerry's, Patagonia, and Starbucks, a content analysis was conducted on their use of language related to their ethical standpoints on …

A Uniquely Jesuit Approach To Engagement Through Social Media, Karl F. Kozlowski, Shawn M. O'Rourke

Jesuit Higher Education: A Journal

Social media is a relevant and powerful instrument of communication in higher education, especially in the college age population. The use of social media in and out of the classroom on the college campus allows faculty to meet students where they are. Content shared by faculty on social media is a means to continue to educate our students and alumni outside of the classroom and build relationships regardless of geographic boundaries. Through the use of social media platforms, we can also continue to relay and demonstrate our Jesuit ideals. This engagement can help build a relationship between faculty and students …

A Review Of Two Decades Of Research On Language In International And Multicultural Marketing (1997 – 2020) – Supplemental Material, Yung-Hwal Park, Kevin Lehnert

Other Faculty Publications

This comprehensive review piece investigates over two decades of research, reflecting on the crucial role of language in international marketing success. In coding and summarizing 181 articles, this work highlights how language has impacted international-marketing-related outcomes across 19 specific content areas. Those content areas are then grouped into seven broad research themes relating to language: Marketing Communications; Linguistics; Branding; Consumer Behavior; Servicescape and Retailing; Internationalization, Supply Chain and Sales; Bilingualism. We synthesize these themes and the common outcomes of the research. From these themes we highlight challenges to the field and explore future research in language in international marketing.

Communication During A Crisis: Keeping Our Patrons Informed During The Covid-19 Pandemic, John P. Delooper, Michelle Ehrenpreis

Publications and Research

This article discusses the Leonard Lief Library’s communications strategy to keep its patrons informed during the COVID-19 crisis. The Leonard Lief Library at Lehman College (CUNY) made use of its website, social media, and research guides to effectively convey timely information about service changes, library resources, and to improve outreach activities to our patron community while the library’s physical building was closed to its students, faculty, and staff.

An Exploration Of Experiential Marketing In The Fast-Moving Consumer Goods Industry: Development Of The Experiential Marketing Implementation Model And The Return On Integrated Experience Formula, Holly Anne Barry

Theses

The nature of brand-customer relationships has long been the focus of marketers’ attentions, however, the competitive environment of the Fast-Moving Consumer Goods industry in the modern era, has significantly elevated the importance of that relationship in the literature. This is primarily due to the evolution of consumers’ needs and wants and their growing expectation of brands playing a key role in their daily lives. As a result, brands face the challenge of trying to communicate with their target audience through a multitude of marketing communications tools that both engages and excites them, while at the same time building effective memory …

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 …

How Museum Utilize Social Media On Communication, Jiake Han

School of Professional Studies

With the development of Internet, social media became more and more popular among people. Many industries realize the importance of social media in business. Traditionally, museum concentrates more on personal visual experience, which is hard to be replaced by online media. However, museums now also put more concentrate on social media platform because it expands the way of engagement. Especially, for Coronavirus, many organizations including museums have to close. Therefore, museums have to depend more on social media platforms to communicate with audiences. This research aims at finding how different kind of social media help museum communicate and engage with …

Best Practices For The Collection Of Feedback From Campus Constituents Utilizing Campus And Community Partners, Maggie Mason Smith, Jessica L. Serrao, C. Lili Klar, Deanna Mcentire, Anne Grant, Gabriel Israel

Collaborative Librarianship

The Clemson Libraries Campus Feedback Task Force was created to collect feedback from a broad sample of campus constituents. This article outlines the Task Force’s approach and how the group effectively succeeded at the given charge. Seven Libraries employees, each with diverse expertise and a collaborative and supportive mentality, worked together to break down tasks and assign responsibilities based on members’ strengths, identifying and relying on outside partners as needed. This article will discuss the importance of collaboration within a library Task Force on a project that required skills in online and face-to-face campus interactions by examining the composition of …

Customer Service Challenges In Omni-Channel Retailing—An Exploratory Study Of Vague Language In Retailer Customer Service Policies, Terence L. Holmes, Edward C. Brewer

Atlantic Marketing Journal

Retailers are interacting with customers via an ever-increasing number of touchpoints. The addition of social media and mobile devices to the traditional physical and virtual retail platforms has created an evolving consumer practice of using several such "touchpoints" in the course of a single purchase (the "omni-channel”). The difficulty of providing high levels of customer service has increased with the necessity of managing multiple channels under the retailer’s control and coordinating formally or informally with touchpoints not directly within the retailer’s own operations. Multiple sources of potentially conflicting information (e.g., order fulfillment) can lead to miscommunication, and thus poor service …