Current Search: Marketing -- Social aspects (x)
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- Title
- Viral advertising: conceptual and empirical examination of antecedents, context and its influence on purchase intentions.
- Creator
- Petrescu, Maria., College of Business, Department of Marketing
- Abstract/Description
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The purpose of this paper is to focus on viral advertising and study the conditions under which ads become viral, how they are intentionally transmitted by consumers to their social network and their relationship with classical advertising variables, such as attitude toward the ad, attitude toward the brand and purchase intention of the consumer. We first analyze studies focusing on different aspects of the viral communication, "electronic word-of-mouth", "word-of-mouse", "viral marketing"...
Show moreThe purpose of this paper is to focus on viral advertising and study the conditions under which ads become viral, how they are intentionally transmitted by consumers to their social network and their relationship with classical advertising variables, such as attitude toward the ad, attitude toward the brand and purchase intention of the consumer. We first analyze studies focusing on different aspects of the viral communication, "electronic word-of-mouth", "word-of-mouse", "viral marketing" and "buzz" in order to clarify the concept of viral advertising. After clarifying the viral advertising concept, the project analyzes the viral process and its main antecedents and influencers, by taking into consideration emotional and ad appeals theories. The results show that ad appeals influence attitude toward the ad and viral intentions, with humor being the most significant appeal in the context of viral advertising. The study also focuses on the social aspects of advertising and consumption , including influential differences related to the source of the message, social influencers analyzed in the socialization literature, such as family and peers, the tie strength element from the social network theory and consumer market maven traits. The findings show the significance of family communication and market maven characteristics in relation to consumers' viral intentions. We then integrate our key variable, viral intentions, in a classical advertising framework based on attitudes theory and their influence on behavioral intentions. The results confirm previously studied relationships between attitude toward the ad, attitude toward the brand and purchase intentions., The findings bring into attention two key new relationships: the significant effect of attitude toward the brand on viral intentions, and the positive relationship between viral intentions and purchase intentions, a very important relationship for marketing research the viral advertising concept, analyzes its key antecedents, and studies the relationship between attitudes and behavioral intentions in a viral advertising context. The paper also establishes a key positive relationship between viral intentions and purchase intentions regarding the advertised product.
Show less - Date Issued
- 2012
- PURL
- http://purl.flvc.org/FAU/3352280
- Subject Headings
- Viral marketing, Marketing, Management, Relationship marketing, Internet marketing, Mass media, Social aspects, Consumer behavior
- Format
- Document (PDF)
- Title
- Celebrating diversity through fashion? A cultural analysis of Tommy Hilfiger online.
- Creator
- Taylor, Adam D., Florida Atlantic University, Scodari, Christine
- Abstract/Description
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Tommy Hilfiger is a popular fashion designer who incorporates a unique mix of style, patriotism and cultural diversity into the advertising and marketing of his products. But does his approach communicate true equality or divide Americans through race, class, and/or consumerism? Does his conceptualization of cultural diversity support ideals of multiculturalism or promote principles of assimilation? Tommy Hilfiger's official website, www.tommy.com, is analyzed from a cultural studies...
Show moreTommy Hilfiger is a popular fashion designer who incorporates a unique mix of style, patriotism and cultural diversity into the advertising and marketing of his products. But does his approach communicate true equality or divide Americans through race, class, and/or consumerism? Does his conceptualization of cultural diversity support ideals of multiculturalism or promote principles of assimilation? Tommy Hilfiger's official website, www.tommy.com, is analyzed from a cultural studies perspective to examine these questions. Political economic, cultural economic and semiotic theories are applied at the levels of production, text and consumption to reveal whether hegemonic or counter-hegemonic themes prevail. As a result, it is determined that hegemonic themes of white, Anglo-Americanism and consumerism do prevail, while counter-hegemonic messages of multiculturalism are less dominant. Findings also indicate that there is still much progress to be made in terms of achieving cultural equality in the United States.
Show less - Date Issued
- 2004
- PURL
- http://purl.flvc.org/fcla/dt/13184
- Subject Headings
- Fashion--Social aspects, Internet advertising, Internet marketing, Multiculturalism, Fashion--Psychological aspects, Clothing and dress--Marketing, Hilfiger, Tommy
- Format
- Document (PDF)
- Title
- Communication and interactivity in B2B relationships.
- Creator
- Murphy, Micah, Sashi, C. M., College of Business, Department of Marketing
- Abstract/Description
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This research explores the impact of interactive communication on business-to business (B2B) relationships. In the past decade the internet and especially social media as a mode of communication has grown rapidly in both consumer and business markets. Drawing on marketing channels and communications literature this paper identifies the dimensions of interactive communication and develops a theoretical framework to examine their impact on satisfaction, commitment, and advocacy. Media...
Show moreThis research explores the impact of interactive communication on business-to business (B2B) relationships. In the past decade the internet and especially social media as a mode of communication has grown rapidly in both consumer and business markets. Drawing on marketing channels and communications literature this paper identifies the dimensions of interactive communication and develops a theoretical framework to examine their impact on satisfaction, commitment, and advocacy. Media synchronicity theory and the concept of the internet as an alternative to the real world are used to distinguish between digital and non-digital modes of communication. Relationship marketing is used to identify the dimensions of interactivity: rationality, social interaction, contact density, and reciprocal feedback. The framework developed is usedto explore the influence of face-to-face (F2F), digital, and traditional, impersonalcommunications on the dimensions of interactivity.Hypotheses linking the mode of communication: personal, digital, and impersonal with the dimensions of interactivity and relational outcomes are empirically examined with data from the commercial printing and graphic design industry. Confirmatory Factor Analysis is used to analyze the measurement and structural model. Personal, F2F communication has the greatest impact on social interaction, reciprocal feedback, and number of contacts. Digital communication has a weaker effect on these dimensions and impersonal communication has the weakest effect. Personal and Digital have equal impacts on rationality and rationality is the only dimension of interactivity positively associated with relationship satisfaction. Contact density has a negative impact on relationship satisfaction and this negative impact is greater with personal communication that it is with digital. The study shows that affective commitment leads to advocacy in a B2B channel, but trust and calculative commitment have no impact on advocacy. The findings of the study have implications for both managers and researchers regarding the mode and content of communications in B2B relationships.
Show less - Date Issued
- 2013
- PURL
- http://purl.flvc.org/fau/fd/FA0004040
- Subject Headings
- Business logistics -- Management, Customer relations, Marketing -- Social aspects, Sales management, Web services -- Management
- Format
- Document (PDF)
- Title
- Dinner conversation: eating sustainably without dietary elitism.
- Creator
- Wood, Alyssa A., Harriet L. Wilkes Honors College
- Abstract/Description
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This study explores the perceived elitism within both the environmentalist community and general public in regards to "environmental diets" such as : vegetarianism, veganism, locavore-ism, and ethical omnivory. I explore these diets and potential expressions of elitism within the framework developed by Morrison and Dunlap in their discussion of environmental elitism. Examples come from published sources as well as personal anecdotes. Through this study, I suggest that this perceived elitism...
Show moreThis study explores the perceived elitism within both the environmentalist community and general public in regards to "environmental diets" such as : vegetarianism, veganism, locavore-ism, and ethical omnivory. I explore these diets and potential expressions of elitism within the framework developed by Morrison and Dunlap in their discussion of environmental elitism. Examples come from published sources as well as personal anecdotes. Through this study, I suggest that this perceived elitism is actually not elitism per se, but a very thin line of tension between describing the ideal food systems aside the current state of food inequity and industrial agriculture. Simply, I am trying to grapple with how to be educated in the fields of Food Studies and systems of oppression without perpetuating elitism alongside the system which desperately needs reform.
Show less - Date Issued
- 2012
- PURL
- http://purl.flvc.org/FAU/3359330
- Subject Headings
- Food industry and trade, Food habits, Nutrition policy, Food, Marketing, Eating (Philosophy), Food, Social aspects
- Format
- Document (PDF)
- Title
- A Baudrillardian examination of municipalities as public relations and marketing firms.
- Creator
- Zavattaro, Staci M., College for Design and Social Inquiry, School of Public Administration
- Abstract/Description
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Local governments are adopting both the rhetoric and practices of market-based governance interventions. Imported into these cities are public relations and marketing tactics to sell cities to internal and external audiences alike. Public communication in these cities went from a public information focus hinging on a just-the-facts approach to a public relations and marketing focus on selling and image generation to please customers. Acute attention to image generation leads to the metaphor...
Show moreLocal governments are adopting both the rhetoric and practices of market-based governance interventions. Imported into these cities are public relations and marketing tactics to sell cities to internal and external audiences alike. Public communication in these cities went from a public information focus hinging on a just-the-facts approach to a public relations and marketing focus on selling and image generation to please customers. Acute attention to image generation leads to the metaphor of municipalities presented in this research - as public relations and marketing firms. Private sector public relations (PR) and marketing firms gain results for their clients, usually in the form of consumer consumption. A city acting as a public relations and marketing firm puts priority on the image-generation potentials of nearly all its governance functions to sell a commodity to customers. To illustrate this, a six-point model was devised of PR and marketing tactics used in cities operating as public relations and marketing firms: branding, media relations, in-house publications, use of volunteers and outside organizations as PR tools, aesthetic and affective appeal, and sustainability and going green. A city using all six is a fully realized PR and marketing firm, as it adopts, adapts and executes the tactics in meaningful ways. An over-reliance on image-generation (PR and marketing) versus substance (information) pushes public organizations through Baudrillard's four phases of the image. The image of the city becomes dissociated with reality, and the government operates in a simulation of itself. This research uses Qualitative Media Analysis (Altheide, 1996) supplemented by a discourse analysis method created for this research - Baudrillardian Discourse Analysis., Baudrillardian Discourse Analysis examines market-based, consumer-driven, postmodern language found in public organizations because of the governance changes mentioned earlier. Implications for public administration include: developing a model of organizations for other scholars to examine; introducing a discourse analysis method; and showing realizations of postmodern critiques and impacts of market models on cities.
Show less - Date Issued
- 2010
- PURL
- http://purl.flvc.org/FAU/1927610
- Subject Headings
- Influence, City and town life, Social aspects, Sociology, Urban, Place marketing
- Format
- Document (PDF)