Marketing Commons^™

2014-August-14-Heart Research Grants, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Relationship Between Social Media Use And Consumer Brand Engagement, Joshua Stein

Journal of Undergraduate Research at Minnesota State University, Mankato

The use of social media by businesses as a communication tool has grown rapidly in recent years. Despite this rapid adoption, little is known about the use of social media among consumers and its effect on brand behavior. This research study aims to fill this gap by investigating the relationship between social media use and consumer brand engagement. To conduct this research, an on-line survey was administered through Survey Monkey to 60 undergraduates ranging in age from 18-24 through a snowball method. Survey questions included: extent of social media use, willingness to engage with brands, views on online vs. offline …

2014-August-11-Teaching With Pogil, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Consumer Behavior In The Online Context, Shannon Cummins, James W. Peltier, John A. Schibrowsky, Alexander Nill

Marketing & Entrepreneurship Faculty Publications

The purpose of this article is to review the consumer behavior and social network theory literature related to the online and e-commerce context.

Design/methodology/approach

To conduct the review, the authors draw on a sample of 942 articles published from 1993 to 2012 addressing consumer behavior or social network issues in the online or social media context. The sample is analyzed by both era (incubation, expansion and explosion) and primary topic.

Findings

Eight categories of online consumer behavior research are described. In the order from largest to smallest, these are: cognitive issues, user-generated content, Internet demographics and segmentation, online usage, cross …

2014-August-11-White Oak String Band, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-August-08-Umoja Storytelling, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-August-05-Etsu Professional Development To Offer Civil Mediation Training In Kingsport, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-August-05-Child Study Center New Children, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-August-05-Ousley's Dermatology Book, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-August-05-Senior Scientist Hired, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-August-05-Dr. Brad Deweese, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-August-04-Etsu Physician To Speak On Head Injuries In Youth Sports, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Finding Answers In Digital Media Research, Singapore Management University

Perspectives@SMU

It is a different ball game altogether when measuring the effectiveness of an online advertisement than that of print and broadcast

2014-August-01-Blakely Bays, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-August-01-Dr. Katherine Weiss Named Chair Of Literature And Language, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

The Implications Of A University Brand: Institutional Brand Alignment And The Experience Of Honors Students Attending Clemson University, Lori Pindar

All Dissertations

In this research, the process by which honors students interact with the institutional brand and become part of their university is examined. Branding and the brand experience is the process by which institutions differentiate themselves from other competing organizations. It was assumed that the degree to which honor students consume the brand impacts not only how they understand their student identity on campus but also their beliefs about their education, their campus community, and their own intellectual and social development. A single-site case study approach was employed to illuminate and provide an in-depth description and analysis of the effects of …

The Influence Of Collaboration In The New Product Development Process, Laurel Aynne Cook

Graduate Theses and Dissertations

Consumers expect greater involvement in the product and service offerings of firms. In response, the integration of collaboration in the new product development (NPD) process has become of interest to researchers across disciplines. Collaboration can be viewed as a "looking glass" technique, which fosters an enhanced sense of shared identity by promoting a "we" versus an "us-them" orientation. Drawing from social identity and exchange theories, the central purpose of this dissertation is understanding ways that collaboration influences perceptions during the NPD process to help shape consumers' identity with the firm.

Essay 1 employs a mixed-method approach across three studies to …

Designing Museums For Participation, Collaboration And Social Interaction, Martin Mccarthy

Masters

This thesis documents the design and development of novel interactive experiences that explored concepts aimed to enhance the visitor experience to Cork Butter Museum, Cork, Ireland.

The context to the work is that in recent years, museums and cultural institutions are increasingly motivated to apply creative strategies to engage visitors who come for recreational, social and sometimes educative purposes. Novel museum exhibits designed to cater for such needs often involves the integration of new media technologies in response to rising expectations visitors have with regards to being actively engaged during their visit. This often requires a higher level of participation …

Thriving Under Pressure: An Exploration Of Research Productivity In Business Ph.D. Programs, Ivana Milosevic, Ted A. Paterson, A. Erin Bass

Marketing and Management Faculty Proceedings & Presentations

Ph.D. programs have always been difficult and stressful. However, as a variety of factors have led to a tightening of the academic job market, there is increased pressure on Ph.D. students to conduct innovative research that results in top-tier publications. Yet, there is a dearth of research analyzing how Ph.D. students respond to these demands and why some are able to successfully translate this pressure into publications, while others are not. In this study we integrate literatures on job satisfaction, intrinsic motivation, engagement, and thriving in order to conceptualize and empirically test a model of research productivity in Ph.D. programs. …

The Role Of Self-Concept In Consumer Behavior, Marisa Toth

UNLV Theses, Dissertations, Professional Papers, and Capstones

Understanding the influences underlying consumption has become an increasingly important goal for marketers. This study examined the role of self-concept in consumer behavior, specifically product evaluation. The influences of various dimensions of the self-concept are examined in regard to four product dimensions: public luxury, public necessity, private luxury, and private necessity. Differences due to variations in individual levels of self-monitoring are also measured. Overall, results showed that the more conspicuous a product is (higher on luxury/public dimensions) the greater the relationship between evaluation and ideal self-images (ideal self and ideal social self) for both high and low self-monitors.

Collective Film Camera In Shanghai: A Business Plan, Sha Li

UNLV Theses, Dissertations, Professional Papers, and Capstones

For this project, the primary goal is to research the viability of a vintage camera business in Shanghai, China. By research and analyze the market segmentation and industry environment, this plan is used as a tool to find a marketing strategy to differentiate the business with the others.

Accessibility Of Tourism Websites: Attitudes And Behaviors, Filza Armadita

UNLV Theses, Dissertations, Professional Papers, and Capstones

While developed countries continue to shape an industry that has somehow become an integral part of the society, it only seems fair that the industry should provide equal access for every member of the society, recouping members of the market that is excluded without notice. The basic tier of service in the web interface is to provide information, before any booking systems and online purchasing (Siegel, 1997). In the travel industry, this basic tier is achieved in many different travel businesses, but consistently in destination marketing websites that solely promotes a tourism destination through delivering information about the specific location. …

2014-August-01-Anonymous Gift, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-August-01-Etsu Historian Named To Statewide World War I Commission, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-August-01-Iperc Work, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Promotional Reviews: An Empirical Investigation Of Online Review Manipulation, Dina Mayzlin, Yaniv Dover, Judith Chevalier

Dartmouth Scholarship

Firms' incentives to manufacture biased user reviews impede review usefulness. We examine the differences in reviews for a given hotel between two sites: Expedia.com (only a customer can post a review) and TripAdvisor.com (anyone can post). We argue that the net gains from promotional reviewing are highest for independent hotels with single-unit owners and lowest for branded chain hotels with multi-unit owners. We demonstrate that the hotel neighbors of hotels with a high incentive to fake have more negative reviews on TripAdvisor relative to Expedia; hotels with a high incentive to fake have more positive reviews on TripAdvisor relative to …

Diversified Social Influence Maximization, Fangshuang Tang, Qi Liu, Hengshu Zhu, Enhong Chen, Feida Zhu

Research Collection School Of Computing and Information Systems

For better viral marketing, there has been a lot of research on social influence maximization. However, the problem that who is influenced and how diverse the influenced population is, which is important in real-world marketing, has largely been neglected. To that end, in this paper, we propose to consider the magnitude of influence and the diversity of the influenced crowd simultaneously. Specifically, we formulate it as an optimization problem, i.e., diversified social influence maximization. First, we present a general framework for this problem, under which we construct a class of diversity measures to quantify the diversity of the influenced crowd. …

2014 August, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for august of 2014.

2014-July-31-Kaleidoscopic Minds’ Exhibit Features Work From Across State, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2014-July-31-Studying Mrsa Knowledge, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.