Open Access. Powered by Scholars. Published by Universities.®
Public Relations and Advertising Commons™
Open Access. Powered by Scholars. Published by Universities.®
- Institution
-
- Morehead State University (96)
- Western Kentucky University (20)
- Liberty University (12)
- University of Dayton (10)
- University of Nebraska - Lincoln (7)
-
- Bryant University (3)
- Loyola University Chicago (3)
- Roger Williams University (3)
- University of Nevada, Las Vegas (3)
- Chapman University (2)
- Georgia Southern University (2)
- Linfield University (2)
- Southern Methodist University (2)
- University of Connecticut (2)
- Embry-Riddle Aeronautical University (1)
- Florida International University (1)
- Munster Technological University (1)
- Old Dominion University (1)
- Rowan University (1)
- SIT Graduate Institute/SIT Study Abroad (1)
- San Jose State University (1)
- Singapore Management University (1)
- The University of Maine (1)
- University of North Florida (1)
- University of Pennsylvania Carey Law School (1)
- University of Rhode Island (1)
- University of Richmond (1)
- University of San Diego (1)
- University of Wollongong (1)
- Keyword
-
- Western Kentucky University (16)
- Marketing (15)
- Advertising (9)
- Public relations (7)
- Fundraising (6)
-
- Social media marketing (6)
- Branding (5)
- Business Administration, General (4)
- Communication (4)
- Construction (4)
- Kentucky Building (4)
- Mass Communications (4)
- Social media (4)
- Athletics (3)
- Business Administration, Marketing (3)
- CPC (3)
- Communications (3)
- Community Partnerships Center (3)
- Community engagement (3)
- Consumer behavior (3)
- Facebook (3)
- Instagram (3)
- Mascots (3)
- Service learning (3)
- Advertisement (2)
- Big Red (2)
- Brand (2)
- Digital (2)
- Diversity (2)
- Influencer marketing (2)
- Publication Year
- Publication
-
- Morehead State Athletics Press Release Archives (96)
- WKU Archives Records (12)
- Management and Marketing Faculty Publications (10)
- Masters Theses (9)
- WKU Archives Collection Inventories (6)
-
- Honors Projects in Marketing (3)
- Senior Honors Theses (3)
- Business Faculty Articles and Research (2)
- College of Journalism and Mass Communications: Faculty Publications (2)
- College of Journalism and Mass Communications: Student Advertising Projects (2)
- College of Journalism and Mass Communications: Theses (2)
- Honors Scholar Theses (2)
- Library Faculty Publications (2)
- Mahurin Honors College Capstone Experience/Thesis Projects (2)
- Marketing Faculty Publications (2)
- Marketing and Communications (2)
- School of Business: Faculty Publications and Other Works (2)
- 2012 Projects (1)
- 2013 Projects (1)
- Association of Marketing Theory and Practice Proceedings 2020 (1)
- Association of Marketing Theory and Practice Proceedings 2024 (1)
- Business (1)
- City and Regional Planning -- Florida (1)
- Collection of Engaged Learning (1)
- College of Communication & Creative Arts Faculty Scholarship (1)
- Copley Library: Faculty Scholarship (1)
- Dept. of Organisation & Professional Development Publications (1)
- Faculty Publications (1)
- Faculty of Commerce - Papers (Archive) (1)
- Global Strategic Communications Student Work (1)
Articles 31 - 60 of 182
Full-Text Articles in Public Relations and Advertising
Diversified Social Influence Maximization, Fangshuang Tang, Qi Liu, Hengshu Zhu, Enhong Chen, Feida Zhu
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. …
Get Schooled: A Visual Social Semiotic Analysis Of Target's Branding Using Instagram, Chelsea Bevins
Get Schooled: A Visual Social Semiotic Analysis Of Target's Branding Using Instagram, Chelsea Bevins
Masters Theses
With new technology arising, brands must be able to adapt to them. This thesis will break down brand management, using David Aaker's framework, of the Target Corporation to see if they are using modern resource, Instagram effectively. This thesis will also look at how the theory of visual social semiotics, applied to communications, is used to decipher intended meaning. Brand management embodies a company and people are driven by what a brand portrays. People are driven by values, emotions and quality within a brand. People associate products with memories, celebrities, attributes and symbols. Brands are more than just a name. …
Reflections Magazine - A Promotional Magazine For Reflections Adoption Ministry, Kamryn Reynolds
Reflections Magazine - A Promotional Magazine For Reflections Adoption Ministry, Kamryn Reynolds
Senior Honors Theses
For my senior honors thesis I have received permission to present a project along with its scholarly apparatus. I will be displaying ways to apply communications to ministry. The project will be a promotional magazine and informational materials. For the thesis I will include the magazine and a press release. I will be approaching some marketing techniques for a non-profit organization and assessing potential ways to reach the public. Many organizations are doing incredible work to fight social injustice and oftentimes few people understand the issues. I want to show how communication can revitalize ministry and get the word out …
Selling Life To Abortion-Seekers: A Content Analysis Of Passive And Active Persuasion In Crisis Pregnancy Center Marketing, Alexander Kocman
Selling Life To Abortion-Seekers: A Content Analysis Of Passive And Active Persuasion In Crisis Pregnancy Center Marketing, Alexander Kocman
Masters Theses
For supporters of the pro-life cause, crisis pregnancy centers (or CPC's) have become the "darlings of the movement," according to the New York Times (Belluck, 2013), offering women with unplanned pregnancies free advice, information, classes, childcare, and needed supplies. For abortion advocates, such establishments are intended to seduce vulnerable abortion-seekers into a situation where they will be counseled out of an abortion and possibly even proselytized. Yet for as much controversy as exists in the news media, medical community, and legal realm about CPC's, there is an unsettling lack of understanding of how--and why--CPC's market themselves the way they do. …
Canadian Patriotism And The Timbit: A Rhetorical Analysis Of Tim Horton's Inc.'S Canadian Connection Through The Application Of Semiotics, Shelanne Jennings
Canadian Patriotism And The Timbit: A Rhetorical Analysis Of Tim Horton's Inc.'S Canadian Connection Through The Application Of Semiotics, Shelanne Jennings
Masters Theses
This study examines the content of Tim Horton's television advertisements from 1980 to 2014 from a communication perspective. Using Peirce's semiotic theory, this study examines the significations of Canadian culture as they appear within each advertisement for the purpose of establishing the time and extent to which Canadian culture was used over the course of Tim Horton's advertising history. This study finds that Tim Horton's advertisements did not purposefully use Canadian significations during the 1980s to create a connection between their brand and Canadian patriotism. However, after discovering Canadians' natural affinity to the Tim Horton's brand through focus group research …
Like, Retweet, Repeat: Social Media's Impact On Real Estate Marketing, Emily Kendall
Like, Retweet, Repeat: Social Media's Impact On Real Estate Marketing, Emily Kendall
Masters Theses
With the advent of Facebook and Twitter, people from all walks of life in all parts of the world have the ability to connect electronically, impersonally, and constantly. Small businesses are just beginning to unlock the power of social media marketing, specifically real estate professionals. Shelly Chaiken created the Heuristic Systematic Model of persuasion, the descendant of the Elaboration Likelihood Model. This study applies the tenets of Chaiken's HSM to the methods of persuasion employed by real estate agents via Facebook and Twitter. Fifty participants were surveyed by the researcher in order to gauge their activity, interest level, and motivation …
Community Preparatory School: Alumni Relations Plan, Arnold Robinson
Community Preparatory School: Alumni Relations Plan, Arnold Robinson
Marketing and Communications
When trying to get people to understand your message, you can use the Uses and Gratifications theory which talks about how people tend to pay attention when they are entertained, informed, their opinions get reinforced and they have a sense of belonging. Our message will get people to pay attention because the Alumni already have a sense of belonging to CPS, and it informs and reinforces their opinions about caring for their Alma mater. We will get Alumni to believe this message by holding events and other activities in which they can be a part of.
Quench The Thirst: A Content Analysis Of The Persuasive Techniques Of Unicef's Tap Project, Rachel Chadalavada
Quench The Thirst: A Content Analysis Of The Persuasive Techniques Of Unicef's Tap Project, Rachel Chadalavada
Masters Theses
This study analyzes the persuasive techniques utilized by UNICEF's Tap Project. This water related campaign began in 2007 and since then has created four themes. These themes are: Dine out, Celebrity Tap, Facebook Push and Cellphone Challenge. The study finds that the videos employed by the Tap Project portray all six Facets of Effects. However, their usage was based on the message that was being delivered. That said, not all videos utilized all of the facets. This implies that an advertisement need not necessarily use all six Facets of Effects to be successful. The facet of association however, stood out …
Drawing Lessons From The U.K. Constitutional Reform Act Of 2005, Terence J. Lau
Drawing Lessons From The U.K. Constitutional Reform Act Of 2005, Terence J. Lau
Management and Marketing Faculty Publications
In this City Square dialogue, Professor Judith Maute provided the initial spark in her important 2007 article on reforms to judicial selection in the United Kingdom.[1] In her article, Professor Maute outlined the breathtaking and daring changes implemented in the U.K. that upended centuries of tradition to modernize and strengthen public confidence in the judiciary. Most significant among these changes were the creation of a Supreme Court and dramatically moving the process of becoming a judge away from a secretive appointment to a professional Judicial Appointments Commission.[2] The reforms eschew direct affirmative action, but place an explicit value on diversity …
Embracing Change: Exploring How Creative Professionals Use Interactive Media In Advertising Campaigns, Adam Wagler
Embracing Change: Exploring How Creative Professionals Use Interactive Media In Advertising Campaigns, Adam Wagler
College of Journalism and Mass Communications: Faculty Publications
Advertising agencies are incorporating new forms of interactive media into campaigns as media continues to rapidly change. The purpose of this phenomenological qualitative study is to explore how five creative professionals at leading advertising agencies in the Midwest are integrating interactive media into campaigns. Through a series of interviews this project helps solidify what it means to integrate interactive media. The findings illustrate a fundamental shift in an industry that is moving away from “advertising.” An industry built around traditional media now requires creatives to incorporate dynamic, mobile, and social media into the marketing mix. Advertising agencies must engage audiences …
Integrated Communications Plan For The Smu Spanish Club, Jordan Noelle Fields
Integrated Communications Plan For The Smu Spanish Club, Jordan Noelle Fields
Collection of Engaged Learning
SMU Spanish Club debuted in January 2013 with temporary charter status. This paper explains my role as a public relations advisor to the club.
Assessing Oregon Wineries' Facebook And Website Content, Katherine Byers, Katelyn Henson, Ashley Streich, Shelby Vandebergh
Assessing Oregon Wineries' Facebook And Website Content, Katherine Byers, Katelyn Henson, Ashley Streich, Shelby Vandebergh
2013 Projects
The Keck Summer Collaborative Research Program provides opportunities for Linfield College students and faculty to conduct research on issues related to the Pacific Northwest, and to bring the research findings back into the classroom within the subsequent academic year. Students partner with faculty to conduct research and present their work to other students, Linfield staff and faculty, and community members during a series of brown bag lunches. Kathie Byers, Katelyn Henson, Ashley Streich, and Shelby VandeBergh conducted research with Sharon Wagner and Lisa Weidman and gave this presentation during the summer of 2013.
Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis
Fifteen Percent Or More: A Content Analysis Of Geico's Commercial Advertising, Paul Davis
Masters Theses
In this media saturated world which is lived in today, the general public is bombarded by a multitude of advertisements. This thesis was conducted to examine Geico's commercial advertising looking specifically at their use of humor. The Elaboration Likelihood Model and the Humorous Message Taxonomy were used to conduct this content analysis. The research examined the route of persuasion and elaboration that were used in 60 Geico commercials from five of their most recent campaigns. The Humorous Message Taxonomy helped to establish which types of humor were being used along with the processes and relationship between elements. Three research questions …
Seattle's Seafaring Siren: A Cultural Approach To The Branding Of Starbucks, Briana Kauffman
Seattle's Seafaring Siren: A Cultural Approach To The Branding Of Starbucks, Briana Kauffman
Masters Theses
Many corporate brands tend to be built on a strong foundation of culture, but very minimal research seems to indicate a thorough analysis of the role of an organizational's culture in its entirety pertaining to large corporations. This study analyzed various facets of Starbucks Coffee Company through use of the cultural approach to organizations theory in order to determine if the founding principles of Starbucks are evident in their organizational culture. Howard Schultz' book "Onward" was analyzed and documented as the key textual artifact in which these principles originated. Along with these principles, Starbucks' Website, Facebook, Twitter and YouTube page …
The Phenomenon Behind The Bite: Altercasting As It Applies To Apple Technology, Elizabeth Baldwin
The Phenomenon Behind The Bite: Altercasting As It Applies To Apple Technology, Elizabeth Baldwin
Masters Theses
This paper investigates how the brand Apple markets their product so that consumers feel obligated to buy their product. By looking at five main categories of brand loyalty, environmentally friendly practices, being up-to-date with technology, pricing with value and customer service, this paper will rhetorically analyze how successful of a job it does. To get an inside look at what the public thought on the the way that Apple fulfilled their altercasting this paper analyzed what people said about Apple verses competing technology brands. By drawing overall conclusions, recording trends and making observations about the way that people had been …
Unleashing The Power Of Social Media Marketing Within Non-Profits, Through The Lens Of Social Cognitive Theory, Kerah Kemmerer
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 …
East Bay Coalition For The Homeless: Branding Study And Marketing Strategy, Michele Abramowitz, Leah Barwise, Marissa Berardi, Alyssa Brangi, Megan Breault, Matthew Connolly, Daniel Czasonis, Lauren Dranoff, Hillary Dutton, Victoria Fernandez, Ross Fitzgerald, Matthew Grossbard, Holly Hancock, Anker Johansen, Karlene Kiskinis, Erynne Landry, Amanda Lingg, Christopher O'Keefe, Shane Parcel, Lisa Reddy, Matthew Silva, Anthony Summa, Kathleen Micken, Kelsey Alexander, Morgan Barresse, Jacqueline Bole, Cindy Brenner, Phuong Ha Bui, Samantha Cloutier, Christine Couto, Kaitlyn Lauer, Christina Micela, David Milano, Kyle Palmer, Rebecca Quigley, Alexa Roberto, Gabriela Sanchez-Vega, Margaret Sullivan, Laura Walter, Courtney Way, Alan Williams, Cody Young, Alan Cutting, Arnold Robinson
East Bay Coalition For The Homeless: Branding Study And Marketing Strategy, Michele Abramowitz, Leah Barwise, Marissa Berardi, Alyssa Brangi, Megan Breault, Matthew Connolly, Daniel Czasonis, Lauren Dranoff, Hillary Dutton, Victoria Fernandez, Ross Fitzgerald, Matthew Grossbard, Holly Hancock, Anker Johansen, Karlene Kiskinis, Erynne Landry, Amanda Lingg, Christopher O'Keefe, Shane Parcel, Lisa Reddy, Matthew Silva, Anthony Summa, Kathleen Micken, Kelsey Alexander, Morgan Barresse, Jacqueline Bole, Cindy Brenner, Phuong Ha Bui, Samantha Cloutier, Christine Couto, Kaitlyn Lauer, Christina Micela, David Milano, Kyle Palmer, Rebecca Quigley, Alexa Roberto, Gabriela Sanchez-Vega, Margaret Sullivan, Laura Walter, Courtney Way, Alan Williams, Cody Young, Alan Cutting, Arnold Robinson
Business
There are a number of potential positioning strategies. The two which make the most sense for the EBCH are to “position the EBCH away from others in the category” and to “position the EBCH as unique.” These strategies have the advantage of setting the EBCH apart from the other organizations that address homelessness. Occupying its own “position” in the minds of potential and current donors is not only an effective communications/marketing strategy but also a less costly one because it avoids head-to-head competition and comparisons.
Community Preparatory School: 2013-2014 Public Relations Plan, Liz Gallagher, John Tateossian, Max Dowgiallo, Cory Kadlik, Victoria Isenstein, Spencer Gossy, Pat Holland, Arnold Robinson
Community Preparatory School: 2013-2014 Public Relations Plan, Liz Gallagher, John Tateossian, Max Dowgiallo, Cory Kadlik, Victoria Isenstein, Spencer Gossy, Pat Holland, Arnold Robinson
Marketing and Communications
Community Prep sends out seasonal newsletters during fall, winter, spring, and summer of each year that promote recent activities in school, discuss recent events, profile important donors, and give updates on alumni’s successes. These newsletters are sent out in the mail, and are also accessible on Community Prep’s website. Each newsletter comes in one color, with black and white photographs, and has a readable and attractive layout. Email updates have similar information, but sometimes have embedded videos, and provide links to a site where donations can be made or tickets can be bought for future events.
Marketing And Outreach In Law Libraries: A White Paper, All-Sis Task Force On Library Marketing And Outreach, Amanda Runyon, Carol A. Watson, L. Cindy Dabney, Liz Mccurry Johnson, Emily Lawson, Shira Megerman, Jamie Sommer, T. J. Striepe, Michele Thomas
Marketing And Outreach In Law Libraries: A White Paper, All-Sis Task Force On Library Marketing And Outreach, Amanda Runyon, Carol A. Watson, L. Cindy Dabney, Liz Mccurry Johnson, Emily Lawson, Shira Megerman, Jamie Sommer, T. J. Striepe, Michele Thomas
Librarian Scholarship at Penn Law
In recent years, libraries have turned to marketing and outreach to better educate library users about services and resources while gaining an understanding of their needs. Marketing and outreach are relatively new concepts in academic law libraries, and librarians tasked with these functions have found resources and examples of this type of work to be lacking. Though focused on academic law libraries, the article identifies the challenges facing all law libraries, explains why libraries need marketing and outreach plans, and provides examples of marketing and outreach successes.
How Strong Is The Pull Of The Past? Measuring Personal Nostalgia Evoked By Advertising, Altaf Merchant, Kathryn Latour, John B. Ford
How Strong Is The Pull Of The Past? Measuring Personal Nostalgia Evoked By Advertising, Altaf Merchant, Kathryn Latour, John B. Ford
Marketing Faculty Publications
Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic but not the actual dimensions of personal nostalgia. Results from four studies show that advertising-evoked personal nostalgia comprises four correlated but distinct dimensions: past imagery, positive emotions, negative emotions, and physiological reactions. This multidimensional scale showed a high level of validity and reliability. Moreover, due to careful choice of sampling frames, the study demonstrates a high level of external generalizability. Evaluating nostalgia-based advertising using the study's multidimensional scale may provide marketers with strategic insights for developing and fine-tuning advertising …
Ua3/9/7 President's Office-Ransdell Correspondence, Wku Archives
Ua3/9/7 President's Office-Ransdell Correspondence, Wku Archives
WKU Archives Collection Inventories
Selected correspondence not duplicated in the Reading File. Contains incoming correspondence and responses.
Ua42/1 Wku Winter Term Annual Report, Wku Summer Sessions & Winter Term
Ua42/1 Wku Winter Term Annual Report, Wku Summer Sessions & Winter Term
WKU Archives Records
Annual report of WKU Winter Term course enrollments, college data, course sections and marketing.
Regional Identity And The Reputation Of Willamette Valley Wines: A Multiple Stakeholder Assessment, Katherine Byers, Julia Prow
Regional Identity And The Reputation Of Willamette Valley Wines: A Multiple Stakeholder Assessment, Katherine Byers, Julia Prow
2012 Projects
The Keck Summer Collaborative Research Program provides opportunities for Linfield College students and faculty to conduct research on issues related to the Pacific Northwest, and to bring the research findings back into the classroom within the subsequent academic year. Students partner with faculty to conduct research and present their work to other students, Linfield staff and faculty, and community members during a series of brown bag lunches. Kathie Byers and Julia Prow conducted research with Sharon Wagner and gave this presentation during the summer of 2012.
This presentation gives a project overview, explaining the purpose of the research and where …
Ua42/1 Summer Sessions Annual Report, Wku Summer Sessions & Winter Term
Ua42/1 Summer Sessions Annual Report, Wku Summer Sessions & Winter Term
WKU Archives Records
Annual report of the Summer Session demographics, enrollment trends, faculty stipends, tuition rates and marketing.
Attitudes Toward And Behavioral Intentions To Adopt Mobile Marketing: Comparisons Of Gen Y In The United States, France And China, Rebecca Wells, Catherine E. Kleshinski, Terence Lau
Attitudes Toward And Behavioral Intentions To Adopt Mobile Marketing: Comparisons Of Gen Y In The United States, France And China, Rebecca Wells, Catherine E. Kleshinski, Terence Lau
Management and Marketing Faculty Publications
The rapid global diffusion of mobile marketing makes it increasingly important to understand cross-‐cultural consumer attitudes and behavioral intentions toward mobile marketing as a promotional channel. By building on the previously published research of Altuna and Konuk (2009), this work investigates the attitudes and behavioral intentions toward mobile marketing of Generation Y consumers in the United States, France, and China. Based on this analysis, Chinese Gen Y have the most positive attitude toward mobile marketing, and their overall attitude is significantly more positive than the attitudes of French and American Gen Y groups. While American Gen Y's behavioral intentions are …
Appearances Do Matter! What Libraries Can Learn From Clinton Kelly, Nancy E. Fawley
Appearances Do Matter! What Libraries Can Learn From Clinton Kelly, Nancy E. Fawley
Library Faculty Publications
One could easily mistake Clinton Kelly’s closing keynote presentation at ACRL 2011 in Philadelphia last March as light fare. Kelly, cohost of TLC’s What Not To Wear, spoke enthusiastically about the importance of one’s appearance and the necessity of making an extra effort in the way individuals present themselves. His keynote address, and the fact that a fashion expert was a speaker at a conference for librarians, sparked debates on Twitter and in the blogosphere.
Do appearances matter? I say they do and add that this applies to buildings and objects, as well. Academic libraries, especially, could benefit from some …
From The Last Frontier To The New Cosmopolitan A History Of Casino Public Relations In Las Vegas, Jessalynn Strauss
From The Last Frontier To The New Cosmopolitan A History Of Casino Public Relations In Las Vegas, Jessalynn Strauss
Occasional Papers
This research chronicles the history of public relations by the gaming industry in Las Vegas. Reflecting larger trends in the field, public relations efforts by the casinos and hotels in this popular tourist destination have used a variety of communication tactics over time to promote themselves to potential Las Vegas tourists. Based on archival materials from over 30 casinos and gaming corporations, this paper identifies four ways in which public relations is practiced in the gaming industry and four macro-level trends in the evolution of casino public relations in Las Vegas.
Status: In A Relationship How Effective Is Customer Relationship Marketing On Facebook?, Courtney Weiss
Status: In A Relationship How Effective Is Customer Relationship Marketing On Facebook?, Courtney Weiss
Honors Projects in Marketing
Facebook provides an avenue for companies to connect with consumers in new ways. Since so many tools for communication are available on the site, it can be difficult for a company to focus its marketing efforts. This study examines how consumers respond to Facebook Advertisements and company pages on Facebook in order to determine where companies should allocate their resources on the social networking site. Specifically, it explores consumer click-through rates on Facebook Ads, as well as consumer perception of various Facebook promotional tools. The methodology includes traditional research in the form of a literature review, as well as focus …
Identifying Barriers And Incentives Related To Attending The Performing Arts: An Examination Of First Year College Students, Laura J. Sweet
Identifying Barriers And Incentives Related To Attending The Performing Arts: An Examination Of First Year College Students, Laura J. Sweet
College of Journalism and Mass Communications: Theses
Young adults entering their first year of academic study beyond high school face seemingly limitless opportunities. For the first time, they’re on their own: deciding everything from when to eat to where to study and what to do in their free time. Campuses are rich with possibilities. From official student organizations and clubs, to impromptu pizza parties and dorm floor trivia contests, daily decisions create the experiences that shape the life to come. On many large campuses, alongside academic buildings are art galleries and performance spaces. Research shows that early exposures to the arts lead to increased engagement during student …
Does Twitter Create Similar Patterns Of Positivity/Negativity As Face-To-Face Word-Of-Mouth?, Nicholis Jones
Does Twitter Create Similar Patterns Of Positivity/Negativity As Face-To-Face Word-Of-Mouth?, Nicholis Jones
Honors Projects in Marketing
Word-of-mouth communication is important to organizations because it is a free form of advertising and has been shown to be influential on consumers’ purchasing decisions. Marketers of course, would like WOM to be positive and thus increase brand reputation and sales. In the past decade, new forms of communication have created different channels for WOM to travel through. Current social media websites such as Facebook and Twitter allow one person to send a message to many almost instantaneously. This study’s objective is to examine the WOM on the networking site Twitter. Previous research has indentified the relative incidence rates of …