Marketing Commons^™

Investigating The Effects Of Personalization On Brand Love: A Study Of Facebook, Trang P. Tran

AMTP Proceedings 2019

This paper investigates how personalized advertising affects customer brand relationship in social media. In particular, this paper develops and tests a conceptual model that captures the impact of perceived personalization on customer brand relationship through an online survey where respondents are free to describe a personalized ad they see on their Facebook.

Eight hypotheses are developed and tested using PLS-SEM. The results show that all hypotheses are accepted except for Hypothesis 7 (the effect of self-expressive brands on brand love). More specifically, the findings confirm that personalized advertising has an impact on consumer perceptions of a brand. Stated differently, as …

Do Perceptions Of Businesses Differ Between Higher And Lower Counts Of Social Media Post Engagements?, Tally Shaw, Melinda A. Mclelland

AMTP Proceedings 2019

Social media is a popular marketing tool that directly connects businesses and consumers. This is a relatively new phenomenon, which requires more understanding on the part of marketers. Understanding how consumers respond to social media posts made by the business is vitally important to the continued success of businesses utilizing social media as part of their marketing efforts. Using social metrics such as “likes” and “shares”, businesses can both measure and influence consumer attitudes and behaviors. This study features an experiment that manipulates the effects of high versus low counts of Facebook likes/shares on Facebook timeline posts. This research extends …

Are They Even Following Us?: Using Market Research Data To Understand Students’ Social Media Preferences, Mark Aaron Polger, Dan Sich

Publications and Research

The purpose of this paper is the exploration of students’ preferred social media (SM) tools for receiving information about their academic library. The authors administered a questionnaire at their prospective institutions: the College of Staten Island (CSI), City University of New York, USA and the University of Western Ontario (UWO) in London, Ontario, Canada. The authors examine students’ preferences for various SM tools, and analyzed the types of information students expect from the library’s SM accounts. The authors argue that the library’s SM postings should be curated based on market research that provides a better understanding of the target audience.

From Dreaming To Believing: A Review Of Consumer Engagement Behaviours With Brands’ Social Media Content Across The Holiday Travel Process, Dean Creevey, Etain Kidney, Glenn Mehta

Articles

This paper reviews social media user engagement behaviours with brands and proposes a new stage within the travel process. Specifically, the pre-trip stage is examined and investigation into a two sub-stage split is proposed; pre-purchase and post-purchase. Dubbed the Believing phase, this paper calls for research into the patterns of engagement behaviour towards hotel brands’ content at this currently under-researched stage. Current social media-focussed research examines influence on purchasing decisions of users, social media usage on-site, and post-trip evaluation. There remains a conceptual gap highlighting the behavioural patterns of users during the period between initial purchase and subsequent departure.

Exploring The Effectiveness Of Social And Digital Media Communications On Organization-Public Relationship Building With Employees, Iris Cumberbatch

Antioch University Dissertations & Theses

More than a decade after the emergence of social and digital media, professional communicators increasingly use these channels to interact with a wide array of stakeholders. Simultaneously, public relations (PR) and communications leaders seek to understand whether their efforts to communicate and engage with stakeholders through these channels are effective in establishing and building relationships, as well as to measure “effectiveness” in the new technology-driven communications landscape. With this study, I addressed a gap in the academic research with regard to understanding the effectiveness of social and digital media as a communications tool by assessing employees’ perceptions of their organization …

Social Media Deployment In A Business To Business Environment: Theory And Practice., Loran Jarrett

USF Tampa Graduate Theses and Dissertations

Social media is increasingly being used by business-to-business (B2B) firms to engage with their customers as they seek to maintain and grow their relationship with their customers. In my dissertation, I examine what communication objectives B2B firms seek to achieve via social media at different stages of the relationship cycle (exploration, expansion, maturity). I then use a panel of social media experts to evaluate the social media efforts of these firms to determine how well these firms achieve their social media objectives. I then contrast how the social media communication objectives of these firms at different stages of the relationship …

Beyond Higher Ed Marketing: Unsanctioned User Generated Content, Jordan Taylor Salvador

Honors College Theses

The impact of User Generated Content (UGC) on higher-education marketing is an entirely untouched area of marketing research, therefore the current study aims to better understand how widely disseminated this content is among students, how they perceive this content and its impact upon their university, as well as what kinds of students are drawn to participate in and consume this content. A sample of 187 university students at a large public institution were surveyed regarding their engagement with UGC content associated with their school, and the ways in which it may effect their perception of the institution.

My Choice Greens, Alina Zulfikarova, Amelia Mohr, Hesi Zhang, Ruiqi Huang, Sean Tatar, Yuhao Zhou, Zijun Zhou

School of Professional Studies

My Choice Programs for Independent Living is a nonprofit in Worcester, Massachusetts that helps individuals with special needs. In 2016, My Choice Programs added a branch to their organization called My Choice Greens. My Choice Greens is committed to growing fresh produce in their hydroponic farm. The profit generated from selling their vegetables is put back into direct programming for My Choice Programs. My Choice Greens is the first hydroponic farm in Worcester, but unfortunately not many people are aware of their program. Also, since they are a small nonprofit, they do not have sufficient funding or resources to market …

A Social Media Plan For The Changemakers’ Playground, Meng Cong, Ciara Kilian, Xinling Wang, Sumanth Wilson, Chenyu Yan

School of Professional Studies

The purpose of this project was to create a social media plan for the Changemakers’ Playground campaign. The Changemakers’ Playground is a website thought up by our client, Sarah Lange, whereby ordinary individuals doing extraordinary things in their community can be celebrated for the work they are doing. Each person featured on the website, also known as a Changemaker, was interviewed by Sarah and that interview was split into three videos to be posted on the Changemakers’ Playground website throughout the week they are being featured. In short, our task was to create the Facebook, Twitter, and Instagram content to …

Music & Media: A Senior Recital & Honors Project, Kayla Luteran

Honors Projects

Music & Media: A Senior Recital & Honors Project is a cross-media marketing strategy. The main purpose of this project was to develop visually appealing, informative graphic elements and branding to effectively promote a musical performance. This is interdisciplinary in nature and includes written and oral communication.

While many music students post about their senior recital on social media or place flyers, they do not develop a thorough methodology for generating buzz about their event. Although musical preparation is of utmost importance for a performance, I believe that time should be spent on all aspects of planning the recital. With …

Political Marketing: How Social Media Influenced The 2008-2016 U.S. Presidential Elections And Best Practices Associated, Morgan Swartley

Senior Honors Theses

Political marketing has become a growing facet of marketing that has infiltrated the campaigning of U.S. presidential elections. Within this cognate of marketing, social media has become a major component of predicting election outcomes starting with the 2008 U.S. presidential election. An analysis of the social media performance of candidates from the 2008 to 2016 U.S. presidential elections reveals how the power of social media can be harnessed to increase voter participation, connect voters to offline political activity, and engage voters with candidates on a more personal note. Social media political marketing should further emphasize the candidate’s brand and build …

An Analysis Of The Impact Of Social Media Marketing On Individuals’ Attitudes And Perceptions At Nova Community College, Nya Gibson

OTS Master's Level Projects & Papers

Social media has become prominent in the 21st century. Companies are persistently looking for ways to utilize this new platform within their marketing strategies to increase business growth. Since social media is a networking and communication platform, it is important for companies to create a voice to humanize the business and maintain foot traffic. Although there are studies on how to use social media marketing within a business, there is minimal corroboration available of how social media marketing activities influence a consumer’s buying behavior. This study investigated the effects of social media on consumer attitudes of social media marketing and …

17 Days: Cross-Country With Social Media, Zachary Alvarado

Senior Theses

"Austin Prescott and Zach Alvarado travel from South Carolina to California using social media to find and communicate with hosts throughout the country..."

https://www.youtube.com/watch?v=V8k6EQnW5D4

Costs of investment were weighed against capital contributions throughout our campaign. While the film serves to inspire, entertain, and inform, the paper dives deeper into the brand-building, cost-savings, and logistics of the trip. In the end, we more than doubled our initial investment and had an awesome time while doing it.

Business Students' Personal Branding: An Empirical Investigation, Lee Allison, Philip J. Boutin, Kevin J. Cumiskey

EKU Faculty and Staff Scholarship

Personal branding is the process by which an individual actively tries to manage others’ impression of their skills, abilities and experiences (Johnson, 2017). It is the marketing of oneself to society (Lair, Sullivan, & Cheney, 2005; Peters, 1997; Shepherd, 2005). While the current job market is touted as being the best in years, employment opportunities for business aspirants in the U.S. economy changed little from 2017 to 2016 when comparing a United States Department of Labor annual report (“United States Department of Labor,” 2018). This suggests that new business graduates continue to face the harsh reality of a challenging environment …

Consumers As Legitimating Agents: How Consumer-Citizens Challenge Marketer Legitimacy On Social Media, Ella Lillqvist, Johanna K. Moisander, A. Fuat Firat

Marketing Faculty Publications

Previous research has shown that consumers increasingly challenge the legitimacy of marketers and unsolicited marketing communication in online contexts. Based on a qualitative study, this article examines how and for what reasons consumers challenge marketer legitimacy—the perceived appropriateness of marketers and their activities—in the empirical context of Reddit, a popular social news and community website. The study suggests that consumers challenge or accept marketer legitimacy in online communities based on particular, community and situation specific, legitimacy criteria that reflect and reproduce the values and norms of the community. In doing so, it is argued, consumers play a role as …

Consumer Value And Social Media Usage On Luxury Product For Vietnamese Consumers, Hyowon Hyun, Jungkun Park, Tuan Ba Pham, Ren

Asia Marketing Journal

Vietnamese luxury market is rapidly growing, however, there is a few researches on Vietnamese consumers’ perceptions of luxury products and influential factors in purchasing intention. The purpose of this study is to explore Vietnamese consumers’ value dimensions and mediating effect of social media information for their decision making for luxury product. Data were collected using self-administered mail survey. This study examines the influences of consumers’ perceptions of quality and value, and social media word-of-mouth on Vietnamese consumers’ luxury purchase intention.

Graduate Admissions Recruitment Project, Kevin Anderson, Chiemela Dike, Yixin Du, Arvinder Kaur, Amanda Popp, Huizhong Yang

School of Professional Studies

In this project, several comparison schools were interviewed and disclosed to have used search lists to find candidates. The organizations that have valuable search lists which may be of good use for the School of Professional Studies include Educational Testing Service (ETS) and the Graduate Management Admission Council (GMAC). By choosing criteria such as demographics, location, academic performance, educational history provided by search lists, we believe there are many quality candidates for SPS programs. However, as we further investigated the functionality and cost-efficiency or return of investment of GRE search list, we spotted many uncertainties and few solid and successful …

Utilising Social Media To Improve Relationship Quality: The Case Of The University Library, Melissa N. Clark, Scott Bacon

Library Faculty Publications

As the centre of academic life at a university, the university library plays an important role in how students perceive their relationship with the university. This study analyses the effect that participation in library social media has on student perception of relationship quality with the university. The hypotheses proposed in this study were found to be substantiated: following the library on social media is positively related to a student's perception of their relationship quality with the university; students interested in multiple library services are likely to report the perception of a higher quality relationship with the university.

Small Business Marketing Strategies For Physical Therapy Practice Owners, Matthew Lane Daugherty

Walden Dissertations and Doctoral Studies

The United States economy depends on small businesses, which represent 99% of all businesses in the United States, yet approximately 50% of small businesses cease operations in the first 5 years. The purpose of this multiple case study was to explore the marketing strategies used by owners of small businesses to develop and maintain their organization through the initial 5 years of business operation. The population included 5 physical therapy business owners in northeastern Florida who had sustained their business for a minimum of 5 years. The conceptual framework for this study was the brand equity model, and data were …

Corporate Social Media: A Typology Of Consumers, Beverly Wright, Scott Nadler, Aberdeen L. Borders, Paul H. Schwager, Ashley Sasnett

Atlantic Marketing Journal

Abstract - This consumer segmentation schema is developed using 1) number of businesses followed and 2) companies’ social posts as direct influence toward purchase decisions, as defining behaviors. The use of a theoretical progression prospective, which tracks the development of the customer engagement construct, is central to our development. A combination of qualitative and quantitative research methods reveals types of consumer groups and their interactions, perceptions, and involvement with Corporate Social Media (CSM). Cluster analysis produces five distinct consumer segments, and a process to help managers more effectively achieve marketing goals. The use of additional consumer metrics are recommended for …

Strategies To Improve Business Performance With Information From Social Media, Taylor Chan

Walden Dissertations and Doctoral Studies

In the past 3 decades, China has experienced rapid economic growth. The China retail market reached renminbi (RMB) 29,651 billion in 2016, up by 10.4% from 2015. Using traditional ways that developed before the Internet era to acquire information regarding customers' changing preferences for products and services in a fast-moving business world is insufficient to support management in the retail industry to make informed strategic decisions. The purpose of this multiple case study was to explore successful customer-centric strategies that business leaders used to improve business performance with marketing information acquired from social media. The population comprised business leaders from …

Digital Fundraising Strategies For Nonprofit Marketing Leaders In International Markets, John Basco

Walden Dissertations and Doctoral Studies

Leaders of North American nonprofit healthcare organizations require funding from international markets but lack the resources to reach these markets through traditional marketing or the skills to reach them through digital marketing, a cost-effective alternative. The purpose of this multiple case study was to document digital fundraising strategies successfully used to reach international markets by the marketing leaders of 5 North American nonprofit healthcare organizations. Participants in the study were involved in implementing digital fundraising strategies. Marketing systems theory was the framework for the study. Data were collected through semistructured interviews and analysis of documents that illustrated the digital marketing …

Social Media Marketing Strategies Used By Small Retail Businesses, Rochelle Shivon Jordan

Walden Dissertations and Doctoral Studies

Developing effective social media marketing (SMM) strategies to engage customers is a challenge for business leaders. The purpose of this multiple case study was to explore the SMM strategies used by small business retailers to engage customers. The conceptual framework for this study was Rogers's diffusion of innovations theory. Participants included 5 small business retailers who had been in business for at least 5 years, used effective SMM strategies to engage customers, and were located in the southwest region of the United States. Data were collected through semistructured, face-to-face interviews. Data analysis resulted in 3 emergent themes: (a) marketing strategies …

Understanding A Mechanism To Enhance Perceived Quality And Brand Loyalty In Social Media: The Role Of Personalizatio, Tyler Shanahan, Trang P. Tran

AMTP Proceedings 2018

A growing number of researchers have examined the effects of personalized advertising in traditional media, but little has been developed to examine the effects of a personalized ad of a brand on social media (i.e., Facebook). The primary objectives of this research are (1) to develop a comprehensive model detailing the role personalization plays in the development of consumer perception about a specific brand; (2) test the hypothesized relationships via online survey and (3) understand the effects of personalized messages as it relates to consumer purchasing behaviours related to a particular brand. The model is tested using data collected from …

Media Marketing Strategies University Leaders Use To Increase Alumni Financial Support, Wesley Carter

Walden Dissertations and Doctoral Studies

Colleges and universities in the United States could end operations in record numbers largely from financial shortfalls. The Urban Institute reported that nonprofit organizations lost $3.4 billion in reneged pledges from 2013 to 2014 from donor dissatisfaction, creating a problem because financial losses can occur from a lack of understanding on how media marketing efforts affect fundraising. The purpose of this qualitative multiple case study was to identify traditional and social media marketing strategies that some nonprofit college and university leaders use to increase alumni financial support. Interviews took place with 7 college or university leaders at 3 private, nonprofit …

Music Artists' Strategies To Generate Revenue Through Technology, Kalilu Kamara Ii

Walden Dissertations and Doctoral Studies

Music streaming services are increasing, compact discs (CDs) and digital download sales are declining, and many music artists are becoming affected by this positive shift in music technology. Music streaming revenue does not compensate for the decrease in revenue from CDs and paid downloads. Based on organizational configuration theory (OCT), the purpose of this multiple case study was to explore the technology and marketing strategies that small business music artists used to generate sales revenue from the Internet. Six small business music artists who were 18 years or older with different music revenue streams participated in semistructured interviews. These small …

Customer Relationship Management In The E-Retailing Environment, Nikki R. Hicks

Walden Dissertations and Doctoral Studies

Small business enterprise (SBE) managers often lack resources, expertise, and impact when selling in an online environment. SBEs can overcome increased competition by adopting customer relationship management (CRM) into their business model for survival and longevity. Using the conceptual framework technology, organization, environment (TOE), this multiple case study explored effective marketing strategies that small store retail managers use to successfully sell apparel and accessories in online markets. The study population included leaders from independent small online retail enterprises with brick-and-mortar stores located in the Central, Tri-Cities, or Southside areas in Virginia. The data collection process included semistructured, on-site interviews of …

Good Game, Greyory Blake

Theses and Dissertations

This thesis and its corresponding art installation, Lessons from Ziggy, attempts to deconstruct the variables prevalent within several complex systems, analyze their transformations, and propose a methodology for reasserting the soap box within the display pedestal. In this text, there are several key and specific examples of the transformation of various signifiers (i.e. media-bred fear’s transformation into a political tactic of surveillance, contemporary freneticism’s transformation into complacency, and community’s transformation into nationalism as a state weapon). In this essay, all of these concepts are contextualized within the exponential growth of new technologies. That is to say, all of these semiotic …

Examining The Role Of Sales-Based Crm Technology And Social Media Use On Post-Sale Service Behaviors In India, Raj Agnihotri, Kevin J. Trainor, Omar S. Itani, Michael Rodriguez

Marketing Faculty Publications

Despite the growing recognition of the critical role of post-sale service on the salesperson-customer relationship, few studies have explored how salesperson service behaviors (SSB) are enhanced through tools such as sales-based customer relationship management (CRM) technology and social media. Using dyadic salesperson-customer data within a business-to-business context, this study analyzes the direct effects of sales-based CRM technology on the behaviors of diligence, information communication, inducements, empathy and sportsmanship. Additionally, the study examines the interactive effects of sales-based CRM technology and social media on these behaviors. The results indicate that sales-based CRM technology has a positive influence on SSBs and that …

Social Media Use In B2b Sales And Its Impact On Competitive Intelligence Collection And Adaptive Selling: Examining The Role Of Learning Orientation As An Enabler, Omar S. Itani, Raj Agnihotri, Rebecca Dingus

Marketing Faculty Publications

Highlights

• Findings of the study suggest that social media is one way to enhance sales performance, but its use alone does not guarantee such enhancement.

• Social media use will affect performance of salespeople through affecting their competitive intelligence collection and adaptive selling.

• Perceived usefulness of social media was not significantly related to salesperson social media use.

• Results support linking collection of competitive intelligence to a salesperson’s adaptive selling behavior.

Abstract

This paper examines the use of social media by business-to-business (B2B) salespeople to assist in their job functions. The authors propose that a salesperson's attitude toward social media usefulness, as …