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1
Dolson, Shona. "Women's Perceptions Toward Mobile Advertising." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5458.
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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 advertising messages. The conceptual framework for this study was user gratification theory. The study population was 5 women business owners from a medium-sized city in the Mid-Atlantic region of the United States. Criteria for study participation included owning a business and using a mobile device to shop. Data were gathered in face-to-face interviews and the review of company documents and websites pertaining to mobile advertising. Yin's 5-step process was used for data analysis. Themes that emerged were value, need, personalization, and time. Business owners, potential business owners, and marketing personnel could benefit from this research. The implications for positive social change include activating management to motivate employees, thereby enhancing employee performance to sustain organizational profitability. Leaders can actively participate in social change by motivating and developing employees, who can then help others and contribute to society by bringing awareness to social causes and providing mentoring and job skills training.
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Nafeesi, Sulaiman. "Advertising in Saudi Arabia." CSUSB ScholarWorks, 1986. https://scholarworks.lib.csusb.edu/etd-project/373.
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Negm, Rasha Ahmed. "The Value of Customer Relationship Management in the Service Industry in Egypt." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/3231.
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Researchers have demonstrated that customer centricity strategies, including customer relationship management (CRM), contribute to 33% of the formula for organizational success. Relationship management theory was used to frame this single case study focused on the factors contributing to successful CRM strategies used by business leaders in a multinational organization in the service industry in Egypt. This company was chosen for its successful implementation of CRM strategies, as shown by online reviews, the company website, and market reputation on its effective campaing results. The population consisted of managers working in the marketing department for more than 5 years. Data collection included semistructured interviews, review of company documents, and onsite observation. Transcribed interviews, company documents, and observational notes were coded for emergent themes. Member checking was used to increase the credibility of the findings. Findings suggested 7 themes that contributed to effective the CRM strategies of this single operation: improving the customer experience, customer segmentation and targeting, improving customer satisfaction and loyalty, organization, market differentiation, sophisticated technical capability, and increasing revenue and profitability. The results from this study may influence social change by helping to create a positive work culture for the employees in this company. Research has shown that customer empowering behaviours positively affect employee creativity, satisfaction, and trust, creating a positive work environment. In addition, these positive changes to the work enviornment may in turn strengthen this organization's sustainability and ability to engage directly in community outreach.
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Dublish, Sandipa. "Advertising effects on brand search and preference: assessing the mediational role of Aad and Ab." FIU Digital Commons, 1997. http://digitalcommons.fiu.edu/etd/3093.
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Most advertising research has focussed at examining effects of advertising on attitudinal responses or brand preference and choice. However, in a natural environment, the time period between advertising exposure and purchase decision is filled with prepurchase search. Prepurchase external search refers to information search from sources other than memory, prior to making a purchase decision. Usually consumers access only a small subset of available information and base their choice decisions on it. Prepurchase search therefore acts as a filter and, the final choice depends critically on the small subset of potential inputs the consumer notes in the environment and integrates into the decision. Previous research has identified a variety of factors that affect consumers' prepurchase search behavior. However, there is little understanding of how specific advertisements designed by marketers impact consumers' prepurchase search. A marketer would like consumers to search information that reflects favorably on his/her brand. Hence, s/he would attempt to influence the brands and attributes on which consumers seek information prior to making a choice. The dissertation investigates the process by which a particular marketer's advertising influences consumers' search on available brands, i.e., the marketer's brand and other competing brands. The dissertation considers a situation where exposure to advertising occurs prior to seeking information from any other source. Hence, the impact of advertising on subsequent search behavior is the topic of interest. The dissertation develops a conceptual model of advertising effects on brand search and conducts two experiments to test the tenets of this model. Specifically, the dissertation demonstrates that attitudinal responses generated by advertising mediate advertising effects on search attitudes and behaviors. The dissertation goes on to examine how attitudinal responses generated by advertising and subsequent effects on search alter brand preference and choice.
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Milsom, Greg. "Perceptions Among Senior Consumers Regarding Stereotyping in Magazine Advertisements." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/3405.
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Marketing decision makers often employ stereotypes in their advertising messages, but constant exposure to negative messages is offensive to older consumers and contributes toward ageism. The general problem is that many senior adults feel dissatisfied with advertising directed toward them and may not purchase products that they could otherwise enjoy. Based on the tenets of social identity theory, the purpose of this study was to explore the perceptions of a group of senior consumers toward the stereotypes used to portray older adult models featured in magazine advertisements by uncovering the factors that influence purchasing decisions and the stereotypes that are most offensive and least offensive. Study participants included 30 self-selected volunteers living in Maryland and ranging in age from 70 to 85 years. Each participant ranked 40 magazine advertisements that featured a variety of potentially offensive age-related stereotypes. Analysis of the data included correlation, factor analysis, and factor scores. Three unique factors emerged from the data, which were termed Pioneers, Unpredictables, and Cupids. Pioneers, Unpredictables, and Cupids had 17, 18, and 15 distinguishing advertisements, respectively, each at a 95% confidence level. Participants found stereotypes portraying older adults as sickly or weak to be the most offensive. Stereotypes highlighting active lifestyles and loving relationships were least offensive. This study has implications for social change by increasing awareness of the negative effects of ageism in magazine advertisements. Understanding how senior adults perceive stereotypes presented in advertisements may challenge generalizations and facilitate their happiness, health, and positive identity formation.
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Teng, Hsiao-Ching. "Successful Marketing Strategies for Promoting Clinical Diagnostic Instrument Validation Packages." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5789.
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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 data collection process involved semistructured interviews with 4 business development managers from a diagnostic instrument manufacturing organization in the western United States who had successfully marketed validation packages. Analysis of the audio recordings, notes from the interviews, and marketing flyers yielded 1 overarching theme, collaboration of cross-functional teams, and 4 subthemes: integration, effectiveness, partnership, and profitability. The results suggested dynamic capabilities created value for validation packages, differentiated the products and services from those from the competitors, and increased customer satisfaction and profitability. The implications for positive social change include the potential to promote validation packages to clinical laboratories and raise awareness of laboratory quality, leading to improved healthcare outcomes.
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Li, Meng. "Narrative Advertising." Digital Commons @ East Tennessee State University, 2015. https://dc.etsu.edu/etd/2485.
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Brand meaning, which is often used in narrative advertising, is an important value that companies try to build around their loyal consumers. This exploratory research aims to explore brand meanings from consumers’ narratives. This study analyzed 2,382 consumer submitted narratives for a real brand in the food service marketplace. Brand narratives were analyzed using a mixed method content analysis approach by applying Leximancer software to generate key themes and their related concepts. The results indicate brand meaning with some thematic similarities as well as differences when comparing narratives submitted by females and males. This exploratory study introduces analyzing narrative as a way to learn brand meaning and generate future narratives that could be applied to creative message strategy.
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Luk, Siu Lun. "Department store image advertising in Hong Kong : management and customer responses." HKBU Institutional Repository, 1995. https://repository.hkbu.edu.hk/etd_ra/50.
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Smith, Shaquilla Nicole. "Successful Marketing Strategies Employed by Traditional AM/FM Radio Stations." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/6126.
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An increase in Internet radio adverting spending is negatively affecting the revenue of traditional radio stations. Some general managers and sales directors at traditional radio stations lack marketing strategies to compete effectively with Internet radio. Grounded by the attitude toward the ad theory, the purpose of this qualitative case study was to explore marketing strategies that successful general managers and sales directors used at traditional radio stations to compete effectively with Internet radio. The population consisted of 8 general managers and sales directors at traditional radio stations located in southeast Florida, who demonstrated success in developing marketing strategies to compete with Internet radio. Data were collected from semistructured face-to-face interviews and marketing campaign literature. The process of member checking improved the credibility of the analysis and interpretations. Data were analyzed using thematic analysis to identify keywords, phrases, and concepts. The process led to the following 4 key themes: (a) evolution of Internet radio, (b) traditional radio and Internet media platforms, (c) marketing strategies to yield results, and (d) effectiveness of marketing tactics. The findings from the study may contribute to positive social change by providing knowledge useful in improving the lives of consumers by providing targeted messages regarding needed goods and services through free media.
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Al, Haj Anas. "Leadership Styles and Employee Motivation in Qatar Organizations." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/3380.
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Organizations in the public sector in Qatar have a reputation for delivering inefficient services. Leaders lack an understanding of motivational factors affecting public sector employee performance. The purpose of this correlational research was to examine the relationship between leadership styles and employee motivation in public companies in Qatar. The independent variables were the transformational, transactional, and passive-avoidant leadership styles. The dependent variable was employee motivation. The moderator variables were employee age and salary. A sample of 92 employees from 4 public sector organizations in Qatar responded to the online survey. The full range leadership theory served as the theoretical foundation for describing leadership styles of managers as perceived by employees. Self-determination theory served as the theoretical foundation for describing employee motivation. A hierarchical regression model was developed, and results of the study indicated a significant positive correlation between transformational and transactional leadership styles used by managers and employee motivation levels, with a standardized beta coefficient (β) above 0.6, and a significant negative correlation between passive-avoidant leadership style and employee motivation levels, with a standardized beta coefficient (β) below -0.57. Age moderated the relationship between transformational leadership and motivation. Salary moderated the relationship between passive-avoidant leadership and motivation. Leaders of public organizations in Qatar may use the results of this study to better support employee motivation and engagement. The study may contribute to social change by helping managers improve organizational performance and increase efficiency levels.
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Villas-Boas, J. Miguel q. (Joao Miguel). "On promotions and advertising policies : a strategic approach." Thesis, Massachusetts Institute of Technology, 1991. http://hdl.handle.net/1721.1/13717.
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Adjagbodjou, Paulin. "Aligning Sales Promotion Strategies With Buying Attitudes in a Recession." Thesis, Walden University, 2015. http://pqdtopen.proquest.com/#viewpdf?dispub=3688485.
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Some managers lack an effective strategy for aligning sales promotion strategies with consumers' buying attitudes in a recession. The intent of this comparative design was to determine the most effective sales promotion strategy for sales improvement and business sustainability during a recession. The theories of (a) sales promotions, (b) consumer behavioral metrics, (c) price reductions, and (d) strategy in a competitive environment represented the theoretical framework that grounded and complemented this research. Using a confidential paper-based survey and random sampling method, preference data were obtained from 287 consumers in retail stores located in a city in the southern United States. This analysis comprised examining the effects of types of sales promotions and gender of customers. Statistical tests for the data analysis encompassed a 4X2 ANOVA and Bonferroni post hoc tests for mean pairs. The principal findings from the analysis were that there is a significant difference in buying attitudes means among the 4 types of sales promotion in a recession [F(3, 279) = 101.360; p = .000 < .001; Partial &eegr;² = .522]. However, there is no significant difference in buying attitudes means in a recession [ F(1, 279) = .000; p = .999 > .05; Partial &eegr;² = .000] between genders. Price discount strategy had a higher buying attitudes mean than did any other type of sales promotion under study for both genders. The most effective strategy for aligning sales promotions with buying attitudes in a recession is price discount. Implications for business practice and positive social change include the sales increase in a recession, improvement of lifestyle of individuals, and reduction of negative tendencies such as crime and poverty associated with unemployment.
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Thomasson, Joshua M. "The Super Bowl and Advertising: An Analysis of Firm Enhancement." Scholarship @ Claremont, 2014. http://scholarship.claremont.edu/cmc_theses/835.
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This paper conducts an analysis of the short-term Firm Value Enhancement that companies experience during large-scale advertising campaigns, such as the Super Bowl. The findings suggest that these firms may experience a positive or negative return during the days after a large event, by signaling to investors and consumers the value of their firm through their advertisements. Some of the highlights include an approximately – 5% return for Super Bowl Advertisers on the Monday after the event, and underperformance during the two weeks surrounding the event.
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Anderson, Amy. "African American in Televised Advertisements: A Content Analysis." TopSCHOLAR®, 1997. http://digitalcommons.wku.edu/theses/766.
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The purpose of this study was to analyze African American portrayals in televised advertisements over a sixday period in November 1995. A total of 799 advertisements were analyzed, including 205 that depicted at least one African American actor. Content analysis was used to describe the following, with respect to African American actors: age, gender, day and time of portrayal, occupational role, and products and services advertised. Comparisons were also made between frequencies of actors of different races and amount of time these actors appeared. When compared with previous studies of African American television portrayals, many improvements were observed as well as some setbacks, with respect to images of African American actors.
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Lesser, Warren P. "Physician decision criteria regarding omega-3 dietary supplements." ScholarWorks, 2011. https://scholarworks.waldenu.edu/dissertations/1113.
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American Heart Association officials and other expert cardiologists recommend omega-3 (n-3) dietary supplementation for the secondary prevention of cardiovascular disease, a prevalent health problem in the United States. Physicians' lack of understanding of possible n-3 preventive health benefits results in underprescribing n-3 dietary supplements and lower n-3 dietary supplement product sales. N-3 dietary supplement marketers do not understand physician n-3 prescribing decision criteria enough to optimize high-impact communication to physicians to increase n-3 dietary supplement product use. The purpose of this phenomenological research study was to improve n-3 marketers' understanding of how physicians reach decisions to prescribe or recommend products including n-3 dietary supplements. Argyris' ladder of inference theory provided the study framework to facilitate understanding physicians' decision criteria. Rich data collected and analyzed from 20 primary care physician interviews in Kentucky, Indiana, and Tennessee revealed physicians use similar decision criteria for drugs and n-3s. Three essential influencers of physician decisions included clinical evidence, personal experience, and cost. Other influencers were opinions of peers, pharmaceutical representatives, samples, direct-to-consumer advertising, and knowledge of dietary supplements. Study outcomes may inform pharmaceutical marketers regarding presentation of clinical evidence, cost emphasis, and pharmaceutical representative skills and may facilitate competitive advantage for n-3 marketers. The social benefit of this study is improved physician understanding of n-3s may result in more accurate and appropriate prescribing to augment positive health outcomes.
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Harrison, Dominique N. A. "Emotional Appeals in Nonprofit Advertising: A Rhetorical Analysis of Print Ads by the Susan G. Komen Breast Cancer Foundation and the American Cancer Society." Digital Commons @ East Tennessee State University, 2020. https://dc.etsu.edu/etd/3774.
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Emotional appeals are frequently employed in strategic messaging by nonprofit organizations. In this study, I identify instances of emotional appeals in select print adverts of the Susan G. Komen Breast Cancer Foundation and the American Cancer Society, and use rhetorical analysis to explore how each organization’s tactics are strategic in their appeal to target audiences’ emotions. In doing so, I identify several reoccurring emotional themes—including hope, love, and unity—that engage their target audiences and persuade them to respond to diverse calls-to-action. In order to make these appeals to audience emotion, the adverts employ rhetorical devices such as personification, metaphor, repetition, and imagery. Rhetorical analysis of the two organizations’ strategic messaging suggests that their calls-to-action, at least in print adverts, rely heavily on appeals to audience emotion. Taken together, the data suggest that previous efforts made by these nonprofits have been proven successful.
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McKinley-Powell, Gregory S. "Selling Disbelief." CSUSB ScholarWorks, 2014. https://scholarworks.lib.csusb.edu/etd/101.
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This report outlines the methodology and findings used to create the book Selling Disbelief: A 20 Step Guide to Grow and Promote Atheist and Secular Groups (Appendix A). The book Selling Disbelief outlines a six-month marketing plan and best practices for groups that are part of the growing Secular Movement.
This project is the first systematic academic study of marketing methods in regards to promoting Secular movements. A need for this research has been identified due to a lack of research in this particular field and the continued marginalization facing the non-religious. The objectives of this project were twofold:
The first objective was to identify the themes and methods that are most effective in promoting Secular groups and organizations to the general public and to Atheist, Agnostic, and Secular individuals, and to identify those areas where knowledge or methods were lacking or ineffective.
The second objective was to conduct an extensive literature review of existing marketing best practices, and using the information from objective one as a guide, to adapt existing marketing information for use by Secular groups.
For objective one, the project used ten in-depth interviews with experts in the marketing and organizing of Secular groups. These experts were selected based on years of experience, visibility, and availability. The data was analyzed through Thematic Analysis to find themes on methods, messages, and tactics that have lead to successful marketing and promotion.
For objective two, this project used a review of existing marketing and promotion literature of best practices for community groups of a similar nature to Secular groups. By triangulating the existing marketing literature with themes from the interviews, best practices pertinent to Secular groups were identified.
The interview and research findings of this project were compiled into a handbook titled “Selling Disbelief: A Guide to Organizing and Promoting Secular Organizations” with recommendations and best practices for Secular and Atheist groups to market and promote their organizations.
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Schmidt, Nicholas. "The Determinants of Firm Profitability: The Effect of Social Media." Scholarship @ Claremont, 2014. http://scholarship.claremont.edu/cmc_theses/958.
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This study seeks to explore whether social media plays an important role in determining a firm’s profits. Using data from 392 Large American firms from the period 2005-2013, obtained primarily from the database, COMPUSTAT, I find that a firm’s adoption of Social Media plays a minor role in determining profits, while higher Lagged Profits, Lagged Productivity, Firm Sizes, and Advertising Expenses lead to higher profits.
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Naneva, Natasa. "Marketing Strategies During the Product Life Cycle in the Pharmaceutical Industry." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/6073.
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Development and implementation of effective marketing strategies during various stages of product life cycle in the pharmaceutical industry are critical to an organization's successful performance in the marketplace in the 21st century. Guided by the general systems theory developed by Bertalanffy and the evolutionary systems theory developed by Laszlo and Laszlo, the purpose of this single case study was to explore best practices among marketing managers within pharmaceutical companies related to marketing strategies during various stages of product life cycle. Data were gathered via semistructured interviews with 3 purposefully selected managers who have successfully developed marketing strategies in a central Ohio pharmaceutical company in business for more than 10 years. A review of secondary data included company documents, such as annual reports, news releases, and websites, in addition to government databases. Member checking was conducted to ensure accuracy of the interpreted data and trustworthiness of the research findings. Yin's 5-step process and thematic analysis were used to analyze the data. Four themes emerged from data analysis: marketing function, product life cycle phases, factors influencing the decision-making process, and strategic activities in executing business strategies. Findings may have implications for positive social change such as assisting organizational leaders to understand the challenges and business practices in implementing marketing strategies to successfully deliver products that improve patients' health.
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Morsi, Atef Habashi. "Saudi Market Strategies for Transforming Local Brands into Global Brands." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/4872.
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Market-driven changes have led managers in Middle Eastern countries to globalize their local consumer brands to enhance and diversify their business opportunities. The purpose of this multiple case study was to explore strategies used to globalize local brands to global brands. The criteria for participation included 15 executive directors and division heads from 3 companies in the consumer goods industry in Saudi Arabia used to globalize their brands. Data collection included semistructured face-to-face interviews with executive leaders, because each person possessed specialized knowledge of successful brand globalization strategies in the consumer goods industry. The interviewees also provided pertinent internal documents that traced the decision-making processes of their companies. The conceptual framework for this study was the Uppsala internationalization model, modified by organizational learning theory. The data were coded key words, phrases, and concepts identified through analysis software and organized into themes. Themes were interpreted by applying a case-study discussion format and comparing findings to published peer-reviewed research. The analyses revealed 5 major themes: focus on long-range strategic objectives, be flexible to adapt to market and environmental changes, satisfy consumer needs while expanding brand acceptance, standardize marketing of product attributes, and maintain quality assurances. The findings from this study could lead to social change by providing business leaders with information they need to become positive global citizens contributing to society through the generation of revenues, employment, and products for the betterment and benefit of society.
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Rivers, Anita Elaine. "The role of the African-American in advertising." CSUSB ScholarWorks, 1991. https://scholarworks.lib.csusb.edu/etd-project/589.
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Ukiwe, Alladin O. "The joint impact of brand value and advertising on corporate financial performance and on stock return: A case study of the computer industry." ScholarWorks, 2009. https://scholarworks.waldenu.edu/dissertations/688.
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Firm's advertising and marketing expenditures do not always translate to measurable financial returns. Understanding brand value appropriation and financial consequences of advertising is important for more focused investments in branding and marketing. This quantitative study sought to understand the joint effects of advertising expenditure and brand value (BV) on firms return on assets (ROA) and on stock return (SR) in the computer industry. The theoretical framework of the study was the resource-based view theory that proposes that the intangible assets of a corporation have a direct relationship to its ability to sustain its competitive advantage. The key research question involved the joint and positive effect of a firm's advertising expenditure and brand value on return on assets and on stock return. The research design was a non randomized cross sectional study. The data consisted of advertising expenditures and brand value of 17 firms listed on the Interbrand annual global brand list from 2000 to 2007, ROA and SR extracted from each firms 10K and Morningstar financial report. The study used panel data modeling and time series of cross section analysis. Results showed positive correlation between ROA and BV, and between AER and BV. The association between brand value and ROA, even after accounting for the effect of advertising expenditure and the interaction effect between brand value and advertising expenditure, was statistically significant. Further research is needed to confirm the findings. Effective marketing increases firms' profitability. Profitable firms contribute more to causes that drive social changes in the areas of education, healthcare and food sustainability.
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Amoako, Richard Opoku. "Metaphors and Emotions in Advertising: A Rhetorical Analysis of Audi’s Online Video Commercials." Digital Commons @ East Tennessee State University, 2020. https://dc.etsu.edu/etd/3768.
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Advertising often employs metaphor because of its rhetorical utility. By drawing on analogous imagery and language, metaphor has the potential to elicit emotional responses. As the digital age is increasingly saturated with commercial messaging, advertising experts leverage the persuasive power of metaphor and emotion to produce creative, compelling, and memorable commercials. German automobile company Audi employs metaphorical language and imagery in their video advertisements to arouse consumer emotions. In this study, I conduct rhetorical analyses of Audi’s online video commercials in order to: identify instances in their ads that employ metaphorical language and imagery; investigate how those metaphors function rhetorically; and discuss the complex rhetorical interplay between metaphor and emotion. My findings suggest that Audi leverages the power of metaphor to build audiences’ emotional investment in the brand, and therefore, be more likely to purchase Audi vehicles.
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Flannery, John M. "From Math Men to Mad Men: Digital Media & the New Ad Strategy." Scholarship @ Claremont, 2014. http://scholarship.claremont.edu/cmc_theses/807.
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Developments in advertising are necessarily tied to shifts in media technology – by this very fact, the industry has changed significantly since the 1960s. In the 21st century, ad men have to contend with an increasingly complex and fractured digital landscape. Big, traditional ad agencies – like those depicted in the popular television series Mad Men – no longer dominate; instead, they are forced to compete with a growing class of digital marketing start-ups for a stake in tomorrow’s adscape. Innovative ad serving technologies, instead of creative-driven campaigns, rule the day. Internet technologies have created an environment in which identifying and engaging consumers on an individual level is entirely possible; in effect, the software engineers and data scientists capable of executing these types of campaigns – the “Math Men” – have become the new industry luminaries.
And yet, there is still something to be said about the importance of a sentimental bond between the consumer and product. The type of advertising practiced by Don Draper and his real-life counterparts is based in a fundamental truth about human decision-making: emotions are an integral aspect of information-processing. While there is truth to the Math Men’s core principle that, “Advertising should deliver the right information to the right person at the right time,” There is a good reason that brands such as Coca-Cola, McDonald’s and GE – all vestiges of the Mad Men era – remain some of the most valuable and celebrated in the world. The paper will argue that the future of powerful ad content is dependent upon an appreciation of the Mad Men's creative philosophy, emboldened by an understanding of the ways in which media – and by extension ad serving technology – has advanced since the 1960s.
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Goryan, Michael Stanley. "Reasoning from cause to effect: The government and the marketing of new medicine in the 80s." CSUSB ScholarWorks, 1987. https://scholarworks.lib.csusb.edu/etd-project/422.
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O'Beirne, Cameron. "Online Strategies for Sport Organisations in Western Australia." Thesis, Edith Cowan University, Research Online, Perth, Western Australia, 2003. https://ro.ecu.edu.au/theses/1741.
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The globalisation of communications has brought with it the ability to increase the efficiency of various business aspects of sport organisations. Although the use of the Internet may be seen as a promotional and strategic eBusiness tool, there is little empirical evidence or analysis of the influence of organisational strategy on Internet initiatives within sport organisations. Little is known about the nature and effects of eBusiness developments in voluntary sport organisations and the extent that various sport management constructs influence organisational strategy to deliver sport business growth. Most of the existing research on the subject has simply provided what amounts to check lists of desired outcomes, or descriptive analysis of use of the Internet by sport organisations. This study has sought to investigate factors that contribute to voluntary sport organisations in Western Australia developing online strategies. To do this it was necessary to define characteristics of online sport organisations and development of a framework through an extensive literature review. Using sport strategic types from the literature, 5 imperatives of sport organisation strategy were identified and used to assist in developing research questions for the study. Specifically, the research sought to investigate what computer technologies are currently being utilised by sport organisations, how the Internet was being used by sport organisations, what were the features of sport organisation websites, which strategic imperatives contributed to the development of online strategies, and how do these strategic imperatives contribute to the development of online strategies. The research utilised complementary methods incorporating both qualitative and quantitative measures. The study used descriptive methodology to report what actually happened whilst examining relationships between strategic imperatives and the sport organisations through case study analysis. The major methods of data collection were survey analysis and interviews with key stakeholders within the sport organisations. The use of computer technology by sport organisations, and the use and role of the Internet within sport organisations was investigated. This was followed by an exploration of the features and characteristics of sport 2 organisation web sites which was analysed and contrasted with previous studies. This survey analysis provided a starting point for the main part of the study that entailed interviews with a number of participants from volunteer sport organisations in Western Australia. Using an interview guide approach, participants provided responses grouped around strategic imperatives for sport strategy that included fundability, the size of the client base, volunteer appeal, support group appeal, and total costs. Phenomenological nodes that arose from the research based on the qualitative method were analysed using a statistical computer program, NUD•IST. Using a case study analysis, the study explored a number of themes and issues that emerged from the data which influenced the development of Internet strategies within sport organisations. These included themes of strategic capability, intermediation effects, financial aspects, the issue of control, as well as measuring value. A plan of strategic preparedness for the online sport organisation was subsequently developed utilising the themes and results that emerged from the data coupled with planning models identified from the literature. The results of this research have many implications for the voluntary sport organisation in maximising online innovations to drive sport business growth. At the conclusion of the thesis, extensive recommendations for further research are provided.
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Osei-Sarfo, Sophia. "Marketing Strategies of U.S. Small Businesses Led by African Immigrants." Thesis, Walden University, 2018. http://pqdtopen.proquest.com/#viewpdf?dispub=10843577.
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Small businesses play a vital role in the U.S. economy and represent 99.7% of all U.S. businesses. Small business failure rate is 50% within the initial 5 years. Creating and executing a well-formulated marketing strategy is essential to business sustainability. Effective marketing strategy builds small business survival rates and supports long term execution advantages. The purpose of this qualitative multiple case study was to explore the marketing strategies that African immigrant small grocery store owners use to sustain their businesses for longer than 5 years. The population included 5 successful first-generation African immigrant small business owners located in the Bronx County who had developed a well-formulated marketing strategy. Kohli and Jaworski’s marketing orientation theory served as the conceptual framework. The van Kaam data analysis process was used to validate findings. The data analysis included diverse mind maps, project maps, explorations with participant response and document analysis. Three marketing strategy themes emerged: customer retention and attitudes, inventory that promote value for potential buyers that result in superior performances, conventional and unconventional marketing that focuses on lowering cost of product and services to meet market needs of individuals. The findings revealed several features of how to use marketing strategies effectively to improve stability in the local economy by reducing small business failure rates, increasing profitability, and promoting buyer value. Application of the findings may result in a positive social change by increasing local community employment opportunities and enhancing residents’ standards of living.
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Reinert, Cristina. "Successful Implementation of Grocery Store Loyalty Reward Programs." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/2270.
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Consumer loyalty programs are a key marketing strategy implemented across multiple industries in the United States. A successfully implemented loyalty program can benefit both the consumer and the company. The purpose of this single case study was to explore strategies that grocery store managers use to successfully deliver consumer loyalty programs. The theory of planned behavior was used as the conceptual framework to guide the study. Semistructured interviews, guided by the theory of planned behavior, were conducted with 4 participants who had direct involvement with the delivery of the consumer loyalty program, in Ocala, Florida. Data were also gathered from loyalty program documents and from reviewing the grocery store chain website. Data were transcribed and coded via Yin's 5 phases of analysis to identify themes. Mobile technology, consumer involvement, and lack of social media applications were the prominent themes that emerged during data analysis. The study findings are of interest to grocery store managers because they provide information for use in increasing store revenue, consumer satisfaction, and cost savings for grocery store chains implementing successful loyalty reward programs. Implications for positive social change include positive community initiatives and cause-related marketing campaigns.
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Premo-Hurt, Joran. "Marketing and Microbusiness." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/2227.
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Marketing plays an influential role in small business survival. The purpose of this multiple case study was to explore the mechanisms used by microbusiness retail store owners for collecting, monitoring, and transforming market data into operational marketing activities. Marketing orientation (MO) provided the conceptual framework for this study. Guided by an abridged interview protocol, 4 retail microbusiness owners from Delaware participated in audio-recorded, semistructured interviews. Saturation of data occurred after 3 interviews, confirmed when the 4th interview produced no new information. After transcribing the interviews, member checking occurred, as each participant received a summary of the interview, along with thematic interpretations to ensure accurate capture of their intended meaning. The data were triangulated using the audio-recordings, transcriptions, observations, field notes, and Internet documents. From the coded data, 3 main themes emerged: (a) role of business owner as marketing instrument, (b) human capital, time, and self, and (c) relationships and networking. Positive social change may result from helping retail microbusiness owners understand the (a) identity relationship that exists between retail microbusiness owners and their business, (b) importance of active owner involvement in marketing, and (c) significant influence of networking and relationships on profitability. These findings may also promote firm and local economic stability through greater understanding of microbusiness owner marketing orientation and effective mechanisms for the integration of marketing activities into operations.
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Kpedor, Dorm. "Personification in Advertising: A Rhetorical Analysis of Digital Video Ads in the Insurance Industry." Digital Commons @ East Tennessee State University, 2021. https://dc.etsu.edu/etd/3894.
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Major companies in the insurance industry—notably Allstate, Progressive, and Farmers—often employ personification as a creative rhetorical tool in digital video advertisements. By leveraging brand characters in various ways, these companies seek to establish trust and engender emotional impact in customers. Allstate ascribes destructive characteristics that are associated with house cats to its Mayhem character; in doing so they evoke the desired emotional responses of humor and fear. Progressive creates and deploys the Motaur character, a visual personification and play on the Centaur; in this case, the company’s rhetorical strategy is to evoke humor and nostalgia that resonate with motorcycle owners. Farmers’ strategy is to win customers by demonstrating experience and empathy; they do so with the Professor Burke character, whose professorial ethos functions to evoke feelings of trust. I employ the Elaboration Likelihood Model (ELM) in my analysis to explore the relationships between personification, emotional appeals, and persuasion.
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Hicks, Nikki R. "Customer Relationship Management in the E-Retailing Environment." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/4732.
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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 4 SBE owners or managers and reviewing organizational documents and online postings from those 4 organizations. Using topic coding, the data were organized into nodes grounded in the context of TOE. The thematic analysis yielded 5 themes: social media engagement, price congruency, organizational knowledge benefit, customer satisfaction, and customer engagement. The study findings revealed that a significant strategy for SBEs operating in online markets was social CRM, an inexpensive and critical tool for CRM. Further, CRM tools such as social media required consistent monitoring and the devotion of financial and human resources to deliver constant customer engagement. The implication for social change includes the potential to improve the life cycle of SBEs in smaller communities, which improves community entrepreneurial and startup success. Entrepreneurship contributes to community vitality and economic prosperity by providing employment, skill development, and job training.
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Thomas, Jordan. "Scentsational Marketing in Business: A Study of Scent Atmospherics." Digital Commons @ East Tennessee State University, 2015. https://dc.etsu.edu/honors/270.
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This research will evaluate a marketing tool called atmospherics. This tool, although very powerful in capturing a consumer’s interest through the use of memories and the overall aspect of buying, is sometimes forgotten when constructing a marketing plan. The thesis will evaluate the strengths and weaknesses when using this marketing tool and then apply those characteristics to a specific example of a bakery.
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Clary, Andrew. "Driving Under the Influence of Ads: The Relationship between Roadside Advertising and Traffic Accidents in Massachusetts." Scholarship @ Claremont, 2016. http://scholarship.claremont.edu/cmc_theses/1374.
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My study offers a strategy to examine the effects of outdoor advertising on traffic safety. Innovations in the out-of-home advertising industry suggest the potential for outdoor advertising to increase driver distraction and therefore vehicle accident rates. Moreover, city planners need to understand how sign-free zones perform relativecompared to other areas and whether there is a safety rather conservational or aesthetic motivation for such planned zones. In addressing these issues, the present study uses panel data collected from the Massachusetts Departments of Transportation and Revenue and the American Community Survey on cities and towns in Massachusetts from 2008 to 2012 to assess whether off-premise advertising displays have a significant impact on vehicle accident rates. Ultimately, this study finds no evidence that sign density, or the number of signs per road mile, consistently impacts accident rates. However, the presence of signs in general significantly and adversely affects traffic safety, increasing collision rates. While this detected effect may be causal, it may also be indicative of differences in city-specific policies and environmental circumstances across Massachusetts cities with and without off-premise advertising signs.
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Naqvi, Iman. "The War on Tobacco: The Impact of Advertising Bans on Tobacco Consumption." Scholarship @ Claremont, 2013. http://scholarship.claremont.edu/cmc_theses/732.
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ABSTRACT
This study provides an empirical analysis of the effect of tobacco marketing regulation on unit sales, in order to evaluate the effectiveness these laws in the United States. The analysis did not find a significant effect of tobacco advertising expenditure on unit sales. Examination of advertising expenditure revealed that tobacco companies substituted banned forms of advertising for other marketing strategies, leading to little reduction in total advertising expenditure and a limited effect on sales. Furthermore, it found an unexpected positive relationship between the 1971 Public Health Cigarette Smoking Act and tobacco consumption; the ban on advertising and promotion actually increased sales by over 88 billion units. Additional empirical evidence is provided from studies performed by Fight Ordinances and Restrictions to Control and Eliminate Smoking (FORCES) and Saffer and Chaloupka that show correspondingly inconclusive results. The paper then discusses several policy implications and subsequent recommendations that follow from these results.
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Malik, Karan. "The Balanced Scorecard and its Application to the Marketing Function." Scholarship @ Claremont, 2015. http://scholarship.claremont.edu/cmc_theses/1091.
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This paper looks at Robert Kaplan and David Norton’s framework of the Balanced Scorecard (BSC) and strategy maps and their application to measuring performance at the level of the marketing business unit. It will begin by looking at the model itself and how it has evolved from solely being a performance measurement system to a strategic management system.
It then applies this framework to the marketing function, which according to Peter Drucker, is one of the two main functions of business; the other being innovation. It also looks at the shortcomings of the traditional measurement systems for marketing – mostly financial measures as well as some newer methods such as marketing performance dashboards. It will also then address some of the shortcomings of the balanced scorecard framework when being applied to corporations.
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Edwards, Remi A. "How Organizations and Their Brands Leverage Marketing Partnerships to Enhance Their Success: The Guidelines to Navigating Both Reaffirming and Repositioning Strategic Partnerships." Scholarship @ Claremont, 2019. https://scholarship.claremont.edu/cmc_theses/2042.
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Understanding the different factors, influencers, and outcomes that form a successful brand partnership allow for marketers to make informed decisions that benefit their company. This paper provides a comprehensive review of the literature regarding partnership marketing and issues a set of guidelines for marketers to strategically market their brand by way of collaboration. With two distinct strategic frameworks, reaffirming partnerships and repositioning partnerships, this paper seeks illustrate the efficacy of brand collaboration and how to achieve success based on varying brand goals.
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Pai, Shiina. "Small Business Marketing Strategies for the First 5 Years." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/4014.
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Small businesses have an integral role in the U.S. economy and represent 99.7% of all employers in the United States; however, approximately 50% of small business start-ups fail within the first 5 years. Developing and implementing a well-formulated marketing strategy is critical to the success of business because a marketing strategy provides long-term benefits for a company's financial performance and increases the survival rate. The objective of this case study was to explore the marketing strategies that small retail business owners use to sustain their businesses for the first 5 years. The population was 5 successful retail-based small business owners in New York and New Jersey who had developed a well-formulated marketing strategy and sustained their start-ups for the first 5 years. The conceptual framework built upon Porter's competitive strategy theory. Data collection involved semistructured, face-to-face interviews and a review of company marketing documents. Data analysis involved coding and populating the data in software. Thematic analysis and methodological triangulation of the data revealed several themes: online marketing, marketing knowledge and planning, market research, and customer acquisition and retention. The findings of this study contribute to social change through the potential to improve economic activity, create stability in the local economy, and decrease small business failure rates by using marketing strategies effectively. Application of the findings could also lead to increased employment in communities where small businesses are located to improve the standard of living of local residents and contribute to effective positive social change
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Edwards, Minetta. "Using Marketing Strategies to Advance Millennial Prospects at Credit Unions in Jamaica." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5003.
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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 advisors from credit unions in Jamaica to explore marketing strategies they used to increase the sale of financial services to millennials to improve their businesses' performance. Analysis of the audio recordings and hand-written field notes included methodological triangulation and grouping information into themes that were prevalent in the data. The coding process yielded 5 major themes -marketing strategies and funding, financial literacy, the impact of information technology, product design, development and modification and measures of success. The study results provided by the financial advisors to millennials could show how marketing communication strategies can contribute to millennials' financial literacy and enhance their financial stability and extend their economic sustainability.
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Siddiquie, Mohammed Aslamuddin. "Branding Strategies of Service Small and Medium-Sized Enterprise Owners." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/6118.
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Most enterprises in the United Arab Emirates are small and medium-sized enterprises (SMEs); some owners of these enterprises lack the knowledge of branding strategies to succeed financially. The purpose of this multiple case study was to explore branding strategies used by owners of some successful service SMEs. Krake's funnel model for the role of brand management in SMEs was the conceptual framework used in the study. Data were collected from semistructured interviews with a purposeful sample of 6 owners of medium-sized service enterprises who used branding strategies to improve the financial performance of their companies, and a review of company documents and company websites. Data analysis was conducted using the principles of the content analysis method, which included identifying codes and themes. Findings indicated owners of SMEs should be the personification of their brand, must do internal branding, should use the Internet and social media for marketing and branding, and should use innovative marketing strategies to promote their brand. The implications of this study for positive social change include the potential for owners of SMEs, who successfully implement branding strategies, to participate in the social causes started by the local governments for the welfare of people and communities.
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Philpott, Austin, and Susan Waters. "Examining Snapchat: Narcissistic Tendencies of Core Users." Digital Commons @ East Tennessee State University, 2017. https://dc.etsu.edu/honors/396.
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This study aims to establish current levels of narcissistic tendencies among the major Snapchat demographic, 18 to 34-year-olds in the United States. Like the Raskin and Terry 40-item Narcissistic Personality Inventory, commonly referred to as NPI-40, the present survey utilized a smaller variant with 16 items, known as NPI-16, for participants. This study may provide indications for further research and advertising techniques using social media, specifically Snapchat.
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Tan, Ya Hsuan Sunny. "A content analysis of print advertisements from the United States and Taiwan." CSUSB ScholarWorks, 2004. https://scholarworks.lib.csusb.edu/etd-project/2704.
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This study is conducted through content analysis to determine the degree of advertising standardization between the United States and Taiwan. Based on the literature review the impact of standardization versus localization advertising strategies is discussed.
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Tynes, Vernon Walter. "Mentoring Strategies to Prevent Leadership Shortfalls Among C-Suite Executives." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/5143.
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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 semistructured face-to-face interviews, along with supporting documentation provided by the C-suite executives, including the company succession plan. Through methodological triangulation, coding, and thematic analysis, 4 themes emerged that could help C-suite executives in the successful mentoring of future C-suite executives. The 4 themes that emerged from the study, were (1) C-suite executives use various strategies to identify talent, (2) C-suite executives use various mentoring and coaching strategies to develop future C-suite executives, (3) C-suite executives use formal and informal leadership strategies to mentor, and (4) succession planning is in place or planned. The implication for social change was improved mentoring strategies for future C-suite candidates. These strategies may transfer to industries that face generational mentoring issues and challenges, improving structural and managerial growth and stability, which will aid in providing community employment opportunities.
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Kennedy-Tucker, Patricia Elaine. "Direct-to-Consumer Advertising of Drugs and Patients' Health Care Seeking Behaviors." ScholarWorks, 2014. https://scholarworks.waldenu.edu/dissertations/42.
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Known as direct-to-consumer advertising (DTCA), pharmaceutical companies in the United States are permitted to advertise prescription drugs directly to consumers. The purpose of this quantitative study was to determine if an association exists between DTCA and health care-seeking behaviors. The theoretical framework for this study involved social learning theory, information integration theory, and prospect theory. The research questions identified if exposure to DTCA (a) is associated with physician office visits, (b) influences a patient/physician conversation regarding a prescription, (c) influences requesting a prescription, and (d) has an impact on patients' ratings of the overall interaction with the physician. Data were derived from an online survey adapted from the U.S. Food and Drug Administration. Participants included 235 college-affiliated adults. Data were analyzed using descriptive statistics and analysis of variance. The Bonferroni correction was used to control the family-wise Type I error rate. The most significant findings of this study are that DTCA is associated with patients asking more questions, having more office visits, and patients having a lower overall health status. Future researchers should consider a non-college-affiliated sample and the post-implementation impact of the Affordable Care Act. This study helps to address the community challenges of how DTCA impacts prescription drug use and costs, as well as patients' understanding of the associated risks. Having knowledge of the impact of DTCA can help patients and their communities, employers, and governments make more informed decisions that will positively impact their health, wellbeing, and prescription expenses.
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Ku, Sung Mo. "The Influence of Content and Context Motivation on Advertisement Effectiveness Online." Scholarship @ Claremont, 2015. http://scholarship.claremont.edu/cmc_theses/1177.
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This research proposal provides literature review regarding context motivation and its influence on advertisement effectiveness. I propose two quasi-experiments using motivation as an independent variable while measuring memory for the advertisement in order to predict advertisement effectiveness. The first experiment solely investigates the role of program motivation on advertisement memory. The secondary experiment proposed an investigation looking into the interaction between program motivation and advertisement motivation. Based on previous literature on advertisements, persuasion, and motivation, I hypothesized that high program motivation may impair memory for the advertisements. For Experiment 2, I hypothesized that both independent variables regarding content and context motivation will interact to show different results than Experiment 1, in which only the context motivation is measured. This paper aims to provide an effective marketing strategy in a relatively new yet potent advertising market in OTV (online television).
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Targett, Paul Barrie. "Marketing Strategies to Improve Online Sales." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/6134.
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Marketing executives of traditional retail firms who lack strategies to expand e-commerce business, can experience inhibited growth, higher transaction costs, and a loss of competitive advantage. The purpose of this qualitative single case study was to explore marketing strategies that marketing executives of a traditional retail firm used to improve online sales. Eight purposefully selected marketing executives in the head offices of a large traditional retail business in South Africa who had implemented effective marketing strategies to improve online sales participated in the study. Social exchange theory was the conceptual framework for the study. The data collection process entailed face-to-face semistructured interviews and review of company and industry-specific documentation. Data were coded and analyzed to identify emergent themes: the use of customer relationship management to drive marketing strategies; positive exchange relationships that are primarily measured in economic and benefit-orientated terms; trust that relies on safety, security, and privacy of transactions; and reciprocity in the relationship that is facilitated through electronic word of mouth and social media. The implications for positive social change from increased profitability include increased employment opportunities in the local community, improved working conditions and benefits for employees, and increased charitable contributions locally, thereby improving the quality of life for employees and the community.
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Varadarajan, Balasubramanian. "Branding Strategies of Private International Schools in India." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/2589.
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Private international schools in India are considered by many to be a quality brand. They have grown rapidly leading to competition among schools for student enrollments. The purpose of this case study was to explore the branding strategies used by leaders of Indian private international schools. The study population consisted of private international school leaders in India as well as the faculty and parents from the study site. The double vortex brand model served as the conceptual framework for the study. Semistructured interviews were conducted with 5 school leaders, 5 faculty, and 5 parents from an international school in Chennai. Participants were selected using purposive sampling. Secondary data was collected from school website and school policy manual. Data were analyzed using thematic analysis. The major themes that emerged related to vision, mission, values, culture of the school, and the school's functional capabilities. Study findings suggest international schools in India adopt branding strategies based on core values to inspire, motivate, and educate employees to implement internal branding and communicate their school's brand story using social media tools. School administrators looking to enhance their school brand may find social benefits through improved sustainability, resource availability, and a more harmonious relationship between school leaders and parents. Social implications include better educational outcomes for students who then become better prepared to continue their academic pursuits after high school. The study may be of value to school leaders looking to enhance their school brand.
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Abrons, Irene Michel. "Social Media Marketing Among Small Retail Clothing Businesses." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/4769.
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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 participated in this study had not experienced insurmountable barriers to their use of social media marketing. However, participants cited difficulties relating to the cost and time involved in social media marketing and the lack of suitable training. The 4 main themes that emerged relating to the perceived benefits of social media marketing were cost, convenience, ability to reach a large audience, and benefits relating to visual marketing. The study has implications for the success of the small business sector as well as the U.S. economy because data yielded insight into effective practice in social media marketing in the small retail clothing industry, as well as the types of barriers and difficulties that small business owners must overcome. This study has potential for social change because knowledge about the barriers to social media marketing could empower small businesses, especially in Chicago, to adopt strategies to overcome barriers, thereby remaining competitive and adding to the stability of small businesses as a significant source of jobs and economic growth.
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Terblanche-Smit, Marlize. "The impact of fear appeal advertising on disposition formation in HIV/AIDS related communication /." Thesis, Stellenbosch : Stellenbosch University, 2008. http://hdl.handle.net/10019.1/1275.
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Wagner, Darci. "Managing Negative Comments Posted on Social Media." ScholarWorks, 2015. https://scholarworks.waldenu.edu/dissertations/1556.
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Consumers use social media to share their service experiences, positive and negative. Some organizations lack strategies to respond to the negative comments, which can inhibit service recovery and harm the success of the organization. The purpose of this case study was to explore strategies used by social media managers to manage negative comments posted on social media sites. The study's conceptual framework was social exchange theory. Participants in Central Ohio were recruited through e-mail. Data were gathered by observing 2 social media marketers manage social media and by interviewing social media managers. Secondary data from the organization displayed the engagement level of consumers. The data were coded for emergent themes, which revealed community management, engagement, and reputation management. Data analysis of the themes suggested that organizations should search daily for reviews and respond immediately and organizations should create a positive social media environment by encouraging conversations and engaging followers in conversations. Further, organizations should use experience comments as an opportunity to create value and not delete comments unless derogatory to the audience. Lastly, the analysis demonstrated that organizations should build and maintain relationships with customers and other audiences through social media. Marketers reading this study can learn and implement strategies for responding to negative comments posted on social media. This study may promote social change by enhancing service recovery for organizations, improving experiences for consumers, and informing marketers of the prominent role of social media in communications and marketing plans.
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Knowles, Emily Christine. "Marketing Strategies to Increase Profits from Retailing Fair Trade Coffee." ScholarWorks, 2015. https://scholarworks.waldenu.edu/dissertations/1853.
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Low consumer loyalty threatens the sustainability of the fair trade (FT) coffee market and corporate social responsibility investment. To provide business owners with strategies and decision-making processes to market FT coffee products successfully in the United States, this phenomenological study explored the lived experiences, perceptions, and insights of 20 FT coffee marketing managers. Planned behavior theory served as the conceptual framework. Face-to-face or Skype interviews were conducted with each of the 20 purposefully sampled FT coffee marketing managers. The data from these interviews were analyzed using Moustakas' modified van Kaam method and qualitative analytic software to collect, group, reduce, validate, and organize the interview data into themes. Nine themes emerged from the analyses. The theme analysis revealed the importance of including consumer education as a part of a marketing strategy to improve consumer understanding of the FT label and to catalyze demand. Based upon the topics participants emphasized during the interviews, another principal theme was the importance of establishing a direct relationship with a farm. Furthermore, 2 of the 20 participants provided unique insights on achieving consumer trust and the importance consumers attribute to consistent taste. Educating consumers on the effects and implications of the FT label is instrumental in increasing profits from FT coffee. The findings could catalyze beneficial social change by enabling business owners to educate consumers through marketing communications, which increase their market share of FT coffee and thereby enhance the lives of third-world farmers.