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Full-Text Articles in Public Relations and Advertising
Who’S Got My Back? Comparing Consumers’ Reactions Topeer‐Provided And Firm‐Provided Customer Support, Lan Jiang, Matthew O'Hern, Sara Hanson
Who’S Got My Back? Comparing Consumers’ Reactions Topeer‐Provided And Firm‐Provided Customer Support, Lan Jiang, Matthew O'Hern, Sara Hanson
Marketing Faculty Publications
This study demonstrates that when an individual encounters a product‐related problem, fellow consumers (i.e., one’s peers) have a unique advantage in providing social support to the affected consumer. Specifically, we find that social support can be a dominant driver of consumer satisfaction when the risk of customer defection is at its highest (i.e., following an unsuccessful attempt to solve the consumer’s problem). Using real‐world data from an online support community, a pilot study finds that if the problem that a consumer faces goes unsolved, satisfaction is greater when consumers receive peer‐provided versus firm‐provided support. Study 1 replicates this finding in …
Video Game Sociology And Public Relations/Marketing Efforts: An Analysis And Application Of Sociological Elements And Efficacy Of Public Release In The Bioshock Series, Bethany Johnson
Mahurin Honors College Capstone Experience/Thesis Projects
Video games are a major, viable source of entertainment for all age groups and offer practical application to everyday life; however, they are mostly viewed in terms of sales and viral popularity. They often go unanalyzed in terms of narrative, real-life implications, reach, and impact. In order to understand different audiences and achieve greater public reach, the game must be thought about in terms of its sociological meaning, public relations and marketing messages, and the market segmentation of domestic versus international consumers. Using one of the more unique games to come out of the last two decades as an example, …
Character Content As An On Line Branding Strategy In Indonesia’S Fashion Creative Industri, Sri Dewi Setiawati 1, Asep Suryana 2, Dadang Sugiana 3, Centurion Chandratama Priyatna 4
Character Content As An On Line Branding Strategy In Indonesia’S Fashion Creative Industri, Sri Dewi Setiawati 1, Asep Suryana 2, Dadang Sugiana 3, Centurion Chandratama Priyatna 4
Library Philosophy and Practice (e-journal)
The basic problems of SME actors are capital and marketing. the internet and social media have become widely used media in conducting marketing communication strategies. The problem is that there are still a few SME actors who can make optimal use of the internet and social media as a marketing communication strategy. most of the SME actors use influencer strategies from public figures at a high cost. This strategy is considered to be less effective, and burdensome to SME actors, who have problems with capital. Some of the SME actors have succeeded in developing marketing communication strategies by optimizing the …
The Bride, Millennial Identity, And Instagram: A Case Study Of Hillsong Australia’S Instagram Account, Jessica Delp
The Bride, Millennial Identity, And Instagram: A Case Study Of Hillsong Australia’S Instagram Account, Jessica Delp
Senior Honors Theses
Identity has become an incessant focus for millennials. They ascribe ever-growing significance to identity anchored in an accepting community that elevates their perception. Subsequently, identity is increasingly significant for brand and consumer relationships. Successful brands understand this and incorporate a pervasive sense of their unique identity into their brand, visually and otherwise. This case study of Hillsong Church hopes to help churches understand the importance of visuals in communicating identity. Hillsong Australia’s Instagram is examined using the Saussure model of visual semiotic theory to understand how they present their church identity in relation to millennial identity. The two most dominant …
Packaging Morocco For The Foreign Eye: A Survey Into The Moroccan Tourism Industry, Pangrum Boonbaichaiyapruck
Packaging Morocco For The Foreign Eye: A Survey Into The Moroccan Tourism Industry, Pangrum Boonbaichaiyapruck
Independent Study Project (ISP) Collection
The history of tourism in Morocco cannot be separated from the country’s colonial legacy. Tracing its’ roots back into the 1920s, tourism was yet another medium where the West manifested their fascination with exoticness in “the other”. Within the past decades, the Moroccan tourism industry has witnessed continued growth in tourist arrivals and media attention. Morocco’s geographical and linguistic proximity to Europe has made it an “accessible” option to many European tourists. Tourism is not only a promising driver of economic growth, an employment generator, but also has become how many foreign individuals come to understand the country. Through the …