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Articles 121 - 134 of 134

Full-Text Articles in Marketing

Use Of Peripheral Route Triggers To Test Buying Habits On Social Curating Sites, Kellie K. Brown Mar 2014

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, …

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Content Marketing Enhances Public Relations Strategies Through Social Media To Increase Market Shares For Businesses, Kelsey Donofrio Mar 2014

Content Marketing Enhances Public Relations Strategies Through Social Media To Increase Market Shares For Businesses, Kelsey Donofrio

Journalism

This paper is the about the study of content marketing and the value it brings to companies. There will be discussion on the elements and tactics of content marketing that will help a business become successful. The data, to support this study, will come from working professionals in the marketing and public relations industry, as well as additional research from books and articles. This paper will discuss why written word and infographics are the best and most commonly used tactic, and why content marketing is a great tool for companies to connect and inform their consumers, on a themselves or …

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

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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 Apr 2013

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 …

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The Tweet's The Thing: Exploring The Intersection Of Social Media And Broadway, Hilary Sutton Apr 2013

The Tweet's The Thing: Exploring The Intersection Of Social Media And Broadway, Hilary Sutton

Masters Theses

In 2009 the little known Broadway musical Next to Normal rose to fame through the aid of an unprecedented Twitter campaign conducted by Situation Interactive, a digital marketing agency. The Next to Normal Twitter account gathered over one million followers throughout a six-week campaign in which the Situation Interactive team joined forces with the book writer and lyricist of Next to Normal to recreate the plot in one hundred and forty-character snippets. By analyzing the data collected the researcher cultivates a collection of best practices for running a successful Twitter marketing campaign for a live experience.

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Unleashing The Power Of Social Media Marketing Within Non-Profits, Through The Lens Of Social Cognitive Theory, Kerah Kemmerer Apr 2013

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 …

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Main Street 2.0: A Guide To Online And Social Media Marketing For Small Business Through The Use Of Online Analytics And Content Marketing Strategies, Peter John Cleary Jan 2013

Main Street 2.0: A Guide To Online And Social Media Marketing For Small Business Through The Use Of Online Analytics And Content Marketing Strategies, Peter John Cleary

Electronic Theses and Dissertations

This project is intended to serve as a guidebook for small businesses interested in developing digital marketing strategies to reach prospective and existing customers online. The guide will serve three main functions. The first is to provide a review of literature on integrated marketing communications, relationship marketing and content marketing to use as a foundation for planning online communications. Business owner interviews will also provide various perspectives to small business online marketing. The second is to provide instruction on evaluating existing website data to gain customer insight in planning communications. The third is a network structure for distributing content through …

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Rhetorical Analysis Of Successful Brands In Social Media Discourse, Maja Stevanovich Dec 2012

Rhetorical Analysis Of Successful Brands In Social Media Discourse, Maja Stevanovich

Communication & Leadership Dissertations and Theses

The expression "content is king" is a sentiment those in the marketing and public relations industries live by. When it comes to social media, still considered a newer form of communication, not all brands are sure of what makes for successful utilization of the medium. This study performed a rhetorical analysis on three brands considered to be social media standouts in their respective industries, Coca-Cola, Southwest Airlines and the U.S. Army and identified patterns on what makes these brands successful in their social media discourse. The study proved that social media discourse has much to do with sound communication principles …

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Twitter Technology Trampling Fashion Designs: The Effects Of Twitter On The Fashion Industry., Margaret K. Reder Aug 2012

Twitter Technology Trampling Fashion Designs: The Effects Of Twitter On The Fashion Industry., Margaret K. Reder

Pell Scholars and Senior Theses

The fashion industry continuously faces the issue of fashion piracy, retailers intentionally copying fashion designs from the runway and cheaply manufacturing them to sell at a low price. While large retailers are soaring, many young designers are struggling to survive. Fashion labels are turning to better marketing strategies and the use of social media to increase their popularity, image and revenue. This thesis covers the rise of Twitter, and how fashion designers, specifically Diane Von Furstenberg, Nanette Lepore, and Tory Burch, use Twitter and for what purpose. My goal is to determine if the use of Twitter fosters brand growth …

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Using Social Media To Increase Consumer Loyalty To A Brand, Lindsey Julian Jun 2012

Using Social Media To Increase Consumer Loyalty To A Brand, Lindsey Julian

Journalism

The following study investigates how to use social media to increase consumer loyalty to a brand. With the increasing trend in the utilization of social media practices in the fields of public relations and marketing, it is becoming significantly important to understand how to effectively reach and communicate with consumers through this medium. Sashi states (2012) "the interactive nature of social media (its ability to establish conversations among individuals, firms in communities of sellers and customers, and involve customers in content generation and value creation) has excited practitioners with its potential to better serve customers and satisfy their needs" (p. …

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The Growing Use Of Social Media In Political Campaigns: How To Use Facebook, Twitter And Youtube To Create An Effective Social Media Campaign, Kaitlin Vonderschmitt May 2012

The Growing Use Of Social Media In Political Campaigns: How To Use Facebook, Twitter And Youtube To Create An Effective Social Media Campaign, Kaitlin Vonderschmitt

Mahurin Honors College Capstone Experience/Thesis Projects

A political campaign is carefully crafted for each candidate, to address their constituency and present the candidate and party in the best possible way. After the creation of the United States suffrage was limited to land owning white men, these men were involved in politics by reading local newspapers and visiting the politicians face to face. However as we fast forward to the 1930’s President Franklin D. Roosevelt used the radio to connect with the American public, and then in 1960’s Nixon and Kennedy’s debate introduced the mass-produced version of face-to-face politics through televisions all over the country we begin …

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Marketing Mavens’ Fusion With Social Media, Deborah Lester, R. Keith Tudor, Dolly D. Loyd, Tyra Mitchell Feb 2012

Marketing Mavens’ Fusion With Social Media, Deborah Lester, R. Keith Tudor, Dolly D. Loyd, Tyra Mitchell

Atlantic Marketing Journal

Maven behavior and its fusion with social media was a natural progression from an auspicious beginning. The acknowledgement of market influencers and their impact on consumer behavior emerged in the discipline literature during the 70’s with a study by Sheth (1971) who recognized the marketing opportunity of information disseminators. The potential publicizing influence of these brokers was investigated by Kotler and Zaltman (1976) whose findings advocated for their inclusion within a communication stratagem. Further examination produced precise demographic variables and personality traits along with the more accurate terminology of market mavens (Feick and Price, 1987) to delineate their unique dispositions. …

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Co-Creation Of Value: Creating New Products Through Social Media, Birud Sindhav Jun 2011

Co-Creation Of Value: Creating New Products Through Social Media, Birud Sindhav

Marketing and Management Faculty Publications

Co-creation of value with consumers is an emerging marketing paradigm for the firms. One way to understand co-creation of value is to examine co-creation of value at the new product development (NPD) stage, when consumer has yet to interact with the fully formed product. We first describe the emergence of social media as an evolution of the social nature of the web. Then we describe social validation, social information, and social inspiration as three processes that help explain why consumers like to be part of co-creation at the NPD stage. Finally, we describe two stages of NPD in the context …

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Use Of Social Media For College Athletic Events: Analysis And Implementation For The Cal Poly Women’S Basketball Program, Krista Lee Scarbrough Dec 2010

Use Of Social Media For College Athletic Events: Analysis And Implementation For The Cal Poly Women’S Basketball Program, Krista Lee Scarbrough

Journalism

No abstract provided.

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