Marketing Commons^™

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 …

Beyond Higher Ed Marketing: Unsanctioned User Generated Conten, Jordan Salvador, Lindsay R.L. Larson

AMTP Proceedings 2018

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 238 university students at a large public institution were surveyed regarding their engagement with UGC content associated with their school, the reasons for their interest in this content, and the ways in which it may effect …

Indoor Sport Facility Feasibility Study: Assessment, Value And Demand, Mark Lyberger, Laurence M. Mccarthy, Brian H. Yim

AMTP Proceedings 2018

A sport management organization proposed to build an indoor sport facility in a town close to a major urban area. The potential investors and stakeholders required that a feasibility study be conducted before an investment decision was made. The study examined the proposed facility through a traditional economic feasibility study and a market analysis to understand the market, possible future market demands, and potential growth opportunities. Included in the study are the key components and data analysis which led to a positive investment report.

Influence Of Online Consumer Reviews On Brand Choice, Patricia Lui

Research Collection Lee Kong Chian School Of Business

Social interaction encourages consumers toshare information in the digital age. Many consumers use online reviews of products and services to supporttheir brand choice. The concept ofreference group explains how peers can influence consumer purchasedecisions. Peers can exert influence onconsumers in the forms of informational, utilitarian and value-expressiveinfluences. This proposed study aims atexamining how these three forms of reference group influence would affectconsumers in using online consumer reviews when making a brand choice decision. It also explores the role of brand trust onthe brand choice. This paper serves thepurpose of providing a conceptual framework for developing further research.

2018 January, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases from January of 2018.

2018 February, Morehead State University. Office Of Communications And Marketing

Morehead State Press Release Archive, 1961 to the Present

Press releases for February of 2018.

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 …

Strategies For Low Employee Turnover In The Hotel Industry, Odetha Antonnett Davis

Walden Dissertations and Doctoral Studies

Employee turnover affects the profitability, performance, and customer service of an organization. The purpose of this multiple case study was to explore strategies that leaders in the hotel industry used to maintain a low rate of employee turnover. Motivation-hygiene theory was the conceptual framework for the study. The study population included 9 hotel leaders from 2 international hotels operating in Jamaica. Methodological triangulation involved the comparison of data from observation of hotel facilities and leaders' interactions with employees, review of company documents, and semistructured interviews. Data were analyzed into emerging themes using a Gadamerian hermeneutics framework of interpretation. Four major …

Mitigating Petroleum Product Shortages In The Nigerian Downstream Petroleum Supply Industry, Lucky Ubini Itsekor

Walden Dissertations and Doctoral Studies

In Nigeria, almost every business enterprise relies on petroleum products for power or transportation. Shortages of petroleum products cripple business activities and undermine development of the Nigerian economy. The purpose of this multiple case study was to explore supply chain management strategies needed by petroleum business leaders to mitigate shortages and sustain business development in Nigeria. The sample for the study included 10 senior leaders from 2 private-sector Nigerian downstream petroleum supply companies located in the Niger Delta region, who had successfully implemented strategies for petroleum supply. The resource based view theory served as the conceptual framework for the study. …

Social Media Marketing Strategies In Landscape Industry Small Businesses, Crystal Victoria Lupo

Walden Dissertations and Doctoral Studies

Almost 50% of small businesses close within 5 years in part because of inadequate marketing strategies. The purpose of this multiple case study was to explore how landscape industry small business owners have successfully used social media marketing to help ensure business viability. The population for this study was landscape industry small business owners in central Alabama, who have been successful in using social media marketing. The conceptual framework for the study included adoption theory to understand the successful implementation of social media as a marketing tool, and social exchange theory to explain how social behavior results from the exchange …

Mentoring Strategies To Prevent Leadership Shortfalls Among C-Suite Executives, Vernon Walter Tynes

Walden Dissertations and Doctoral Studies

Corporate organizations are facing a shortage of future senior management leaders. The purpose of this single case study was to explore leadership mentoring strategies used to develop future C-suite executives in the waste industry. Companies may improve business practices by mentoring future generations to understand corporate responsibilities and expectations. The target population came from a regional waste company located in central Florida. The study participants consisted of 3 C-suite executives of the company responsible for the management and mentoring of future C-suite executive mentees. The conceptual framework for this study was rooted in transformational leadership theory. Data were collected using …

Exploring Satisfaction And Retention Strategies For Generation Y Customers, Edmund Ehichioya Otaigbe

Walden Dissertations and Doctoral Studies

Firms in the service industry have experienced a 15-30% drop in customer satisfaction ratings and an estimated $10 billion annually due to the unpredictable tendencies of one of the most significant and fastest growing consumer segments in the marketplace, Generation Y customers. The distinctive behavior of this sizeable generational cohort may be reshaping the business landscape of the 21st century regarding how consumers will relate to service providers in the future. Using the theory of customer satisfaction management system, the purpose of this multiple case study was to explore the customer satisfaction strategies that business leaders in southern Nigeria use …

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 …

Marketing Strategies To Increase Sales In Small Family-Style Restaurant Businesses, Tammira Lucas

Walden Dissertations and Doctoral Studies

Small business owners understand the advantages of using social media as a marketing tool; however, some of these owners do not leverage social media marketing strategies to increase sales. Small business owners who fail to implement social media marketing strategies minimizes the potential to gain new customers; thus, negatively impacting sales. The purpose of this qualitative multiple case study was to explore social media marketing strategies used by five small family-style restaurants in Maryland. Berry's relationship marketing theory was the conceptual framework for this study. Data collection included semistructured interviews, documents pertaining to social media marketing strategies, and social media …

Using Marketing Strategies To Advance Millennial Prospects At Credit Unions In Jamaica, Minetta Edwards

Walden Dissertations and Doctoral Studies

Content of marketing strategies not only appeals to consumers based on their demographics and identity but consumers can also respond more positively to marketing strategies that target their purchasing behaviors. The purpose of this qualitative multiple case study was to explore how financial advisors at credit unions in Jamaica are using marketing strategies to advance millennial prospects, in an environment where consumers recognize commercial banks as the dominant institution in the financial industry. The conceptual framework for this study was the sustainability theory, with a direct focus on economic sustainability. The data collection process involved semistructured face-to-face-interviews with 5 financial …

Marketing Strategies Of International Pharmaceutical Companies In The Middle East And North Africa Region, Ali Abou Abbas

Walden Dissertations and Doctoral Studies

The declines in oil and gas prices in 2014 by 50% or more led governments in the Middle East and North Africa (MENA) region to decrease healthcare budgets correspondingly by more than 30%. The purpose of this multiple case study was to explore the marketing strategies that managers of international pharmaceutical companies have successfully implemented in the MENA region to ensure profitability after the 2014 decreases in the healthcare budgets, which followed the decline in oil and gas prices. The study involved data collection through semistructured interviews of 6 middle and executive managers working in 2 international pharmaceutical companies located …

Women's Perceptions Toward Mobile Advertising, Shona Dolson

Walden Dissertations and Doctoral Studies

The use of technology is changing at a very rapid pace, and companies must strategically design advertising messages for the ever-changing devices and platforms. The general business problem was that business owners have not been able to maximize the profitability of mobile advertising messages directed at women. The specific business problem was that business leaders need strategies to enhance mobile advertising returns by targeting messages that incorporate women's perceptions of mobile advertising. The purpose of this case study was to explore how business leaders can enhance mobile advertising returns by incorporating women's perceptions of mobile advertising into the design of …

Successful Marketing Strategies For Promoting Clinical Diagnostic Instrument Validation Packages, Hsiao-Ching Teng

Walden Dissertations and Doctoral Studies

Successful marketing strategies for clinical validation packages not only help laboratories increase the accuracy and efficiency of testing, but also facilitate clinical quality awareness and collaboration. False diagnosis and inefficiency in healthcare can be costly, and managers in diagnostic instrument manufacturing organizations need strategies to promote validation packages to help laboratories reduce errors leading to inappropriate treatment. The purpose of this single case study was to explore strategies business development managers use to integrate dynamic capabilities for marketing instrument validation packages aimed to increase clinical laboratory quality and test accuracy. The conceptual framework was Teece's concept of dynamic capabilities. The …

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 …

Predictors Of Humanistic Sustainability Hrm Practices, Ana Liza Asis-Castro, Divina M. Edralin

DLSU Business & Economics Review

We determined and compared the degree of implementation of humanistic sustainability human resource management (HRM) practices. We analyzed which among the firm demographics, such as the number of years of operation, size, and type of ownership, is its significant predictor. Based on the Motivations of Humanistic “Sustain Ability” framework where the HRM practices were rooted, we used the descriptive, correlational, and causal research designs to analyze the 137 samples responses of various companies who participated in the survey. Our results showed that Philippine companies were moderately implementing humanistic sustainability HRM practices. It also indicated that those that were registered as …

Strategies For Insurance Agency Managers To Retain Customers And Improve Revenue, Daniel Lee Jackson

Walden Dissertations and Doctoral Studies

The cost of creating new property and casualty insurance accounts is much greater than the costs associated with sustaining current accounts. Property and casualty insurance agency managers lack strategies to retain customers, the retention of whom has been found to improve revenue. The purpose of this qualitative case study was to explore strategies for insurance agency managers to retain customers and improve revenue. The population used for the study was 4 insurance agency managers in the Northeastern United States. The conceptual framework was customer relationship management, which is a technological and organizational mechanism for buffering market instability by understanding customer …

Senior Marketing Executives' Strategies To Implement Multicultural Marketing Campaigns, Derine Mccrory

Walden Dissertations and Doctoral Studies

The population in the United States is expected to increase an estimated 42% by the year 2042; ethnic minorities will become the majority group. Marketing executives must understand the environment in which consumers from diverse cultures respond to marketing stimuli. The purpose of this multiple case study was to explore the strategies senior marketing executives use to implement successful multicultural marketing campaigns. The target population consisted of senior marketing executives from 3 profitable companies in the state of Michigan with experience in the implementation of successful multicultural marketing campaigns. The conceptual framework was the critical multicultural marketing theory. Data were …

Social Media Marketing Among Small Retail Clothing Businesses, Irene Michel Abrons

Walden Dissertations and Doctoral Studies

Social media marketing influences consumer trust in businesses, and trust accounts for about 37% of consumer purchasing decisions. The purpose of this multiple case study research was to identify the barriers to social media marketing that owners of small retail clothing businesses must overcome to be competitive. The conceptual framework was the technology acceptance model. Collected data consisted of company documents and semistructured interviews with 3 small retail clothing business owners in Chicago, Illinois, who had experience with social media marketing. Data analysis consisted of an open coding approach and member checking. The study revealed the small business owners who …

Fifty Shades Of Day - The Varied And Incomplete Meanings Of Marketing Capabilities, Gregory J. Tanguay

Theses and Dissertations (Comprehensive)

Capabilities theories have been the subject of robust research efforts since being bridged into the Marketing domain from the organizational strategy literature approximately 25 years ago. While much empirical work has been performed to establish and clarify the relationships between marketing capabilities and firm performance, little work has been done in the ensuing period to describe and clarify the construct itself in the period ensuing its introduction to the marketing domain.

This has led to a large yet unchanging body of research founded upon a relatively vague construct. Marketing capabilities theory offers the domain an interesting means to explain marketing’s …

The Impact Of Advertising Share Of Voice On The Idiosyncratic Risk Of The Firm, Sungkyun Moon, Kapil R. Tuli, Anirban Mukherjee

Research Collection Lee Kong Chian School Of Business

Integrating literature in marketing, finance and accounting, this study examines the impact ofa firms’ advertising share of voice (ASOV) on investors’ uncertainty about its future financialperformance, i.e., firms’ idiosyncratic risk. Drawing on signaling theory, authors propose that ASOV serves as a signal for investors such that higher ASOV reduces idiosyncratic risk. Consistent with this argument, analysis of 2,777 publicly listed firms over a two-decade period (1995-2014) shows that ASOV has a significant negative effect on idiosyncratic risk.In addition, consistent with the argument that ASOV is a more credible signal when firmshave higher cash flows; authors find that the negative impact …

Projecting Lower Competence To Maintain Moral Warmth In The Avoidance Of Prosocial Requests, Peggy J. Liu, Stephanie C. Lin

Research Collection Lee Kong Chian School Of Business

When faced with prosocial requests, consumers face a difficult decision between taking on the request’s burden or appearing unwarm (unkind, uncaring). We propose that the desire to refuse such requests while protecting a morally warm image leads consumers to under-represent their competence. Although consumers care strongly about being viewed as competent, five studies showed that they downplayed their competence to sidestep a prosocial request. This effect occurred across both self-reported and behavioral displays of competence. Further, the downplaying competence effect only occurred when facing an undesirable prosocial request, not a similarly undesirable proself request. The final studies showed that people …

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 …

Detecting Discrimination In Small Business Lending, Sterling A. Bone, Glenn L. Christensen, Jerome D. Williams, Stella Adams, Anneliese Lederer, Paul C. Lubin

Faculty Publications

With limited financial sophistication, entrepreneurial consumers approach the financial marketplace more like retail financial consumers than business customers. However, the assumption of both legislators and regulators is that business-borrowers are more financially savvy than consumer-borrowers, and thus do not require as broad-reaching protections. This gap between marketplace policy protections and the lived reality of the vast majority of small business entrepreneurs sets the stage for entrepreneurial consumers to fall through the regulatory cracks and sets the stage for possible exploitation and abuse. This situation is potentially exacerbated for minority entrepreneurs who belong to protected classes that are generally more vulnerable …

Exoskeletons, Entrepreneurs, And Communities: A Process Model Of Opportunity Co-Construction, Stella K. Seyb, Dean A. Shepherd, Trenton Alma Williams

Faculty Publications

Exoskeletons represent a technological breakthrough that presents a diverse range of potential opportunities to overcome human physical limitations. Drawing on data from 16 exoskeleton prototypes, we develop a model of opportunity co-construction that involves mutual adjustment between the actions and beliefs of entrepreneurs and their communities of inquiry. Our study enhances our understanding of potential opportunities as dynamic entities that are (re)constructed as entrepreneurs and community members seek to resolve key tensions throughout the process. Specifically, we identify tensions relating to technological change, shifting power dynamics, and reduced visibility, and explain how actors seek to resolve those tensions through opportunity …

Real-Time Inbound Marketing: A Use Case For Digital Banking, Alan Megargel, Venky Shankararaman, Srinivas K. Reddy

Research Collection School Of Computing and Information Systems

Over the years banks have been strategically using digital technologies to help transform various aspects of their business. In recent times, this strategy has evolved into one of digital augmentation of the bank’s processes, products and channels. This allows for reaching out to customers and partners through digital platforms, for example; the addition of mobile apps for customers to access and perform service transactions. Marketing continues to play a major role in supporting the expansion of business and increasing revenue for the bank. Marketing has evolved from mass direct targeting to more personalised, face-to-face and real-time targeting. In the digital …