View All Items

Title: What is old is new again: the role of discontinuity in nostalgia-related consumption.
Creator: Rutherford, Jana., College of Business, Department of Marketing
Abstract/Description: A 'wave of nostalgia' has gripped the US leading to nostalgic fashions, furniture, television programming and even food. The marketing literature suggests that nostalgic-related consumption is the result of an aging population. It has been proposed that the purchase of nostalgic-products and services is an attempt by mature consumers to return psychologically to the ease, certainties and conflict free periods that existed or seemed to exist during their childhood or adolescence. This paper...
Show moreA 'wave of nostalgia' has gripped the US leading to nostalgic fashions, furniture, television programming and even food. The marketing literature suggests that nostalgic-related consumption is the result of an aging population. It has been proposed that the purchase of nostalgic-products and services is an attempt by mature consumers to return psychologically to the ease, certainties and conflict free periods that existed or seemed to exist during their childhood or adolescence. This paper proposes that discontinuity, as argued by Davis (1979), is a better explanation for why people develop a preference for and consume nostalgic goods. Although some insights have been developed, research focused only on mature consumers and is rather limited in offering alternative explanations for the evocation of nostalgic feelings. MANCOVA was the primary method used to test hypotheses. Findings of this study indicate that discontinuity does not necessarily lead to nostalgia and preference for nostalgic products varies.
Show less
Date Issued: 2010
PURL: http://purl.flvc.org/FAU/2683126
Subject Headings: Consumption (Economics), Social aspects, Consumer behavior, Commercial products, Psychological aspects, Nostalgia, Economic aspects, Material culture, Popular culture
Format: Document (PDF)

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: 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: The impact of reputation orientation on marketing strategy formation and performance.
Creator: Goldring, Deborah, College of Business, Department of Marketing
Abstract/Description: This research explores the attitudes held by marketing managers about building their company's corporate reputation, and about the impact of their actions on performance. In an environment of costly brand building, declining customer loyalty, and increasing scrutiny from stakeholders who demand corporate responsibility and transparency, a concern for corporate reputation is increasingly important for everyone in the company, including marketing managers. The marketing literature, however, has...
Show moreThis research explores the attitudes held by marketing managers about building their company's corporate reputation, and about the impact of their actions on performance. In an environment of costly brand building, declining customer loyalty, and increasing scrutiny from stakeholders who demand corporate responsibility and transparency, a concern for corporate reputation is increasingly important for everyone in the company, including marketing managers. The marketing literature, however, has not explored how managers who are concerned about the reputation of their companies can effectively adapt marketing strategy for reputation enhancement. The theoretical justification for this research is grounded in stakeholder theory, dynamic capabilities theory, and strategic choice theory. The study contributes to the marketing strategy literature and the nascent field of stakeholder marketing. It makes a theoretical connection between the corporate-level construct of reputation orientation, and its impact on functional-level decisions about marketing strategy. Reputation orientation is the concern that top management and employees share about their company's commitment to nurturing a positive corporate reputation among key stakeholders. A scale for reputation was conceptually defined and empirically tested (Churchill, 1979). It consists of three dimensions: consciously created corporate identity, internal identity dissemination, and external stakeholder impact. Reputation orientation was found to be a valid and reliable construct that was further tested within the framework of how marketing managers formulate, implement, and evaluate their strategic marketing decisions. This research also tested the impact of stakeholder-conscious marketing strategy on corporate reputation and marketing performance., The results from the empirical research indicate that organizations with a reputation orientation devise and select marketing strategies that focus on the needs and concerns of customers and other key stakeholders. Reputation orientation guides a stakeholder-conscious marketing strategy, such that marketing strategy decisions take into consideration both the impacts on corporate reputation and marketing performance without sacrificing either. The implications for marketing practice is that marketing managers can deliberately choose marketing strategies that build a strong corporate reputation by considering the concerns of customers and other key stakeholders at the earliest stages of marketing strategy formulation.
Show less
Date Issued: 2011
PURL: http://purl.flvc.org/FAU/3357426
Subject Headings: Communication in marketing, Communication in organizations, Corporate image, Management, Business communication, Corporate governance, Industrial management
Format: Document (PDF)

Title: 2016-2017 Program Review Marketing.
Creator: Florida Atlantic University Office of Institutional Effectiveness & Analysis, Department of Marketing, College of Business
Abstract/Description: Florida Atlantic University Departmental Dashboard Indicators. Department program reviews for College of Business, Florida Atlantic University.
Date Issued: 2016-2017
PURL: http://purl.flvc.org/fau/fd/FA00007781
Subject Headings: Florida Atlantic University -- History
Format: Document (PDF)

Title: 2009-2010 Program Review Marketing.
Creator: Florida Atlantic University Office of Institutional Effectiveness & Analysis, Department of Marketing, College of Business
Abstract/Description: Florida Atlantic University Departmental Dashboard Indicators. Department program reviews for College of Business, Florida Atlantic University.
Date Issued: 2009-2010
PURL: http://purl.flvc.org/fau/fd/FA00007775
Subject Headings: Florida Atlantic University -- History
Format: Document (PDF)

Title: 2010-2011 Program Review Marketing.
Creator: Florida Atlantic University Office of Institutional Effectiveness & Analysis, Department of Marketing, College of Business
Abstract/Description: Florida Atlantic University Departmental Dashboard Indicators. Department program reviews for College of Business, Florida Atlantic University.
Date Issued: 2010-2011
PURL: http://purl.flvc.org/fau/fd/FA00007776
Subject Headings: Florida Atlantic University -- History
Format: Document (PDF)

Title: 2012-2013 Program Review Marketing.
Creator: Florida Atlantic University Office of Institutional Effectiveness & Analysis, Department of Marketing, College of Business
Abstract/Description: Florida Atlantic University Departmental Dashboard Indicators. Department program reviews for College of Business, Florida Atlantic University.
Date Issued: 2012-2013
PURL: http://purl.flvc.org/fau/fd/FA00007777
Subject Headings: Florida Atlantic University -- History
Format: Document (PDF)

Title: 2013-2014 Program Review Marketing.
Creator: Florida Atlantic University Office of Institutional Effectiveness & Analysis, Department of Marketing, College of Business
Abstract/Description: Florida Atlantic University Departmental Dashboard Indicators. Department program reviews for College of Business, Florida Atlantic University.
Date Issued: 2013-2014
PURL: http://purl.flvc.org/fau/fd/FA00007778
Subject Headings: Florida Atlantic University -- History
Format: Document (PDF)

Title: 2015-2016 Program Review Marketing.
Creator: Florida Atlantic University Office of Institutional Effectiveness & Analysis, Department of Marketing, College of Business
Abstract/Description: Florida Atlantic University Departmental Dashboard Indicators. Department program reviews for College of Business, Florida Atlantic University.
Date Issued: 2015-2016
PURL: http://purl.flvc.org/fau/fd/FA00007780
Subject Headings: Florida Atlantic University -- History
Format: Document (PDF)

Title: 2014-2015 Program Review Marketing.
Creator: Florida Atlantic University Office of Institutional Effectiveness & Analysis, Department of Marketing, College of Business
Abstract/Description: Florida Atlantic University Departmental Dashboard Indicators. Department program reviews for College of Business, Florida Atlantic University.
Date Issued: 2014-2015
PURL: http://purl.flvc.org/fau/fd/FA00007779
Subject Headings: Florida Atlantic University -- History
Format: Document (PDF)

Title: Communication and interactivity in B2B relationships.
Creator: Murphy, Micah, Sashi, C. M., College of Business, Department of Marketing
Abstract/Description: 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: The role of advertising and information asymmetry on firm performance.
Creator: Fine, Monica B., College of Business, Department of Marketing
Abstract/Description: Research linking marketing to financial outputs has been gaining significance in the marketing discipline. The pertinent questions are, therefore: how can marketing improve measures of firm performance and draw potential investors to the company, and where is the quantitative proof to back up these assertions? This research investigates the role of marketing expenditures in the context of initial public offerings (IPOs). The proposed theoretical framework comes from marketing and finance...
Show moreResearch linking marketing to financial outputs has been gaining significance in the marketing discipline. The pertinent questions are, therefore: how can marketing improve measures of firm performance and draw potential investors to the company, and where is the quantitative proof to back up these assertions? This research investigates the role of marketing expenditures in the context of initial public offerings (IPOs). The proposed theoretical framework comes from marketing and finance literature, and uses econometric models to test the hypotheses. First, we replicate the results of a previous study by Luo (2008) showing a relationship between the firm's pre-IPO marketing spending and IPO underpricing. Next, we extend the previous study by looking at the IPO's long-run returns, types of risk, analyst coverage, and market/industry characteristics. The results of this study, based on a sample of 2,103 IPOs from 1996 to 2008, suggest that increased marketing spending positively impac ts firm performance. We examine different measures of firm performance, such as risk and long-run performance, whose results are important to the firm, its shareholders, and potential investors. This study analyzes the impact marketing spending has on IPO characteristics (IPO underpricing in the short-run and cumulative abnormal returns in the long run); risk characteristics (systematic, unsystematic, bankruptcy risk, and total risk); analyst coverage characteristics (the number of analysts, optimistic coverage, and forecast error) and market characteristics (market volatility and industry type). We control for variables such as firm size, profitability, and IPO characteristics. In this paper, the results show that increased marketing spending lowers underpricing, lowers bankruptcy risk, lowers total risk, leads to greater analyst coverage, leads to more favorable analyst coverage, and lowers analyst forecast error. For theory, this paper advances the literature on the, marketing-financ e interface by extending the market-based assets and signaling theories. For practice, the results indicate that spending more money on marketing before the IPO and disclosing this information produces positive bottom-line results for the firm. KEYWORDS: Marketing-Finance, Risk, Financial Analysts, Marketing Spending, Firm Performance, Marketing Strategy Meets Wall Street, Long-Run Firm Performance, Underpricing, Stock Recommendations, Initial Public Offering, Marketing Strategy, Econometric Model.
Show less
Date Issued: 2012
PURL: http://purl.flvc.org/FAU/3342050
Subject Headings: Investment analysis, Organizational effectiveness, Measurement, Advertising, Financial services industry, Marketing, Financial services industry, Computer network resources
Format: Document (PDF)

Title: Optimal positioning of web page banner advertisements: an extension of hemispheric process theory.
Creator: Goodrich, Kendall., Florida Atlantic University, College of Business, Department of Marketing
Abstract/Description: The purpose of this research is to determine whether optimal ad placement and page context can significantly impact advertising effects, by extending hemispheric processing theory. This study contributes to the marketing literature by 1) addressing theoretical conflicts regarding optimal hemispheric ad placement (more favorable effects with leftward photo ads and rightward text ads; Janiszewski 1988) and page context (matching activation from "priming" of opposing brain hemispheres...
Show moreThe purpose of this research is to determine whether optimal ad placement and page context can significantly impact advertising effects, by extending hemispheric processing theory. This study contributes to the marketing literature by 1) addressing theoretical conflicts regarding optimal hemispheric ad placement (more favorable effects with leftward photo ads and rightward text ads; Janiszewski 1988) and page context (matching activation from "priming" of opposing brain hemispheres Janiszewski 1990), 2) by evaluating multiple advertising effects in relation to mere exposure rather than focusing primarily on attitudes (Janiszewski 1988, 1990), and 3) by addressing an important knowledge gap regarding optimal Web advertising (Dahlen, Rasch and Rosengren 2003). A growing amount of money is being spent on Internet advertising, with revenues totaling $12.5 billion in 2005, up more than 30 percent over 2004 (IAB 2006). However, banner ad click-through rates are low (between .1 and .2 percent for standard ads; DoubleClick 2007) and only 10% of business executives believe that banner advertising is highly effective in generating new business (Forrester 2006). Advertisers continue to use banner ads, perhaps because the "branding" benefits are not limited to clickthroughs (Briggs and Hollis 1997). While numerous ad-related factors have been previously studied (e.g., ad context creative factors, recall/recognition effects, repetition), to the author's knowledge no research has examined the effect of banner ad placement on advertising outcomes such as attention, recognition, brand attitude and purchase intention., A 2 x 2 x 2 between subjects factorial design was implemented, in which the ad type (pictorial or verbal), ad placement (left or right of Web page), and the page type (text or image-oriented) were manipulated in an online environment. While the results only partially support the hypotheses (rank-ordered stimuli groups from "optimal" to "least optimal" effects) matching activation and hemispheric ad placement appeared to differentially affect advertising outcomes. A supplementary data analysis, which directly compared hemispheric ad placement and matching activation, indicates that matching activation has a greater effect on attention, while hemispheric ad placement has a greater effect on purchase intention. The findings suggest that online advertising efforts should be specifically matched with advertising goals. Managerial implications are discussed.
Show less
Date Issued: 2007
PURL: http://purl.flvc.org/FAU/77642
Subject Headings: Product management, Internet advertising, Economic aspects, Logos (Symbols), Design, Marketing, Psychological aspects, Advertising, Effective frequency
Format: Document (PDF)

Title: Level of consumer acculturation and the moderating effects of place of birth, and dominant culture on attitudes toward money.
Creator: Torres, Luis Eduardo., College of Business, Department of Marketing
Abstract/Description: Although growth in the Hispanic population and its buying power has outpaced by far non-Hispanic U.S. growth in the last decade, only a limited amount of attention has been given to study consumer acculturation among Hispanic subcultures. That lack of research represents one of the biggest gaps in the ethnic marketing literature. Previous research has shown that leveln of acculturation is one of the best ways to segment markets, yet key concepts in the acculturation literature have been used...
Show moreAlthough growth in the Hispanic population and its buying power has outpaced by far non-Hispanic U.S. growth in the last decade, only a limited amount of attention has been given to study consumer acculturation among Hispanic subcultures. That lack of research represents one of the biggest gaps in the ethnic marketing literature. Previous research has shown that leveln of acculturation is one of the best ways to segment markets, yet key concepts in the acculturation literature have been used interchangeably (Wallendorf & Reilly, 1983 ; Metha & Belk, 1991 ; Hui, Laroche and Kim, 1998 ; Webster, 1994 ; Penaloza, 1994 ; Laroche, Kim, Hui, and Tomiuk, 1998 ; Ogden, Ogden & Schau, 2004). This research clarifies such concepts and studies the effects of level of acculturation on attitudes toward money among Mexican Americans. Findings suggest that one of the sub-processes of acculturation, integration, can be effectively used to predict Mexican American attitudes toward money. Results address the need of a better understanding of consumption among Hispanic Americans. The importance of research in this area is underlined for public administrators, marketing managers and scholars alike.
Show less
Date Issued: 2012
PURL: http://purl.flvc.org/FAU/3356017
Subject Headings: Target marketing, Consumer behavior, Hispanic American consumers, Hispanic Americans, Cultural assimilation
Format: Document (PDF)

Title: An Empirical Test of a Theoretical Model of Surprise in Marketing.
Creator: Toteva, Irina T., Shaw, Eric H., Florida Atlantic University, College of Business, Department of Marketing
Abstract/Description: The purpose of this research was to construct and empirically test a theoretical model of surprise and its impact on consumer affect and behavior. First the literature on the emotion of surprise was reviewed with particular emphasis on classification and process models of surprise. A theoretical model of surprise was constructed. A new concept called motivated meaning integration (MMI) was proposed. MMI takes place in a setting that includes the interaction of the appraisal process with...
Show moreThe purpose of this research was to construct and empirically test a theoretical model of surprise and its impact on consumer affect and behavior. First the literature on the emotion of surprise was reviewed with particular emphasis on classification and process models of surprise. A theoretical model of surprise was constructed. A new concept called motivated meaning integration (MMI) was proposed. MMI takes place in a setting that includes the interaction of the appraisal process with factors such as environmental uncertainty and consumers’ individual differences. These interactions impact outcomes such as consumer affect and buying behavior. Ten hypotheses were derived from the theoretical model and empirically tested using several pretests and two main studies. The present research designed and evaluated several surprise manipulations and MMI manipulation checks to effectively test the proposed relationships. Participants were recruited from Amazon Mechanical Turk (Mturk). Although many of the hypotheses were not supported, some important ones were. The results provide some support that a consumer’s sense of personal control interacts with MMI to impact a consumer’s likelihood of choosing unknown or mystery products ( e.g. products in a known category such as beauty products but the actual products are selected by the company). Specifically, consumers who experienced a low sense of personal control (compared to a high sense personal control) were more likely to choose mystery products (vs. objectively similar known products) after they encountered surprise with mystery (vs. with known) elements. The results also provided some support that productivity orientation interacts with surprise appraisal to impact consumer affect. Particularly, consumers with high productivity orientation (vs. low) were more likely to experience higher positive affect after encountering surprise with mystery (vs. with known) elements. The primary implication for theory involves refining the conceptualization of surprise appraisal, especially fast MMI, and adopting adequate measure for testing it. The most relevant implication for marketing management is to offer products with mystery elements because consumers are more likely to choose additional mystery products. If this dissertation stimulates others to pursue research on surprise theory in marketing, my efforts to continue developing scientific theory will be worth it.
Show less
Date Issued: 2018
PURL: http://purl.flvc.org/fau/fd/FA00013102
Subject Headings: Marketing., Surprise., Empirical Research.
Format: Document (PDF)

Title: An Empirical Test of a General Theory of Problem-Solving.
Creator: Hall, Justin, Shaw, Eric H., Florida Atlantic University, College of Business, Department of Marketing
Abstract/Description: The purpose of this research is to better understand how marketers and consumers solve problems. This research first reviews the problem-solving literature, discusses several areas of confusion related to problem-solving, and offers solutions. After resolving the confusion, this research then develops a theoretical model of problemsolving. Four hypotheses are derived from the model, and then empirically tested. The model states that the distinct cognitive domain of problem-solving begins with...
Show moreThe purpose of this research is to better understand how marketers and consumers solve problems. This research first reviews the problem-solving literature, discusses several areas of confusion related to problem-solving, and offers solutions. After resolving the confusion, this research then develops a theoretical model of problemsolving. Four hypotheses are derived from the model, and then empirically tested. The model states that the distinct cognitive domain of problem-solving begins with problem recognition. Given a problem, associative memory and associative activation provide a solution (H #1). This solution is either satisfactory or unsatisfactory. If satisfactory, the individual engages in the satisficing process and accepts the solution (H#2). If unsatisfactory, the individual engages in the decision-making process and searches for information related to an alternative solution (H #3). Thus, the difference between satisficing and decision-making is the search for information (H #4). Problemsolving ends when an intended solution is chosen. A pretest and two studies are conducted to test the four hypotheses. The Pretest demonstrated situations that elicited problem recognition. Study 1 tested hypothesis #1 and found that at least 75 percent of the time associative memory and associative activation provided a solution. Study 2 tested hypotheses #2, #3, and #4. Hypotheses #2 and #3 were tested using a two-way ANOVA, Chi-Square, and Point Biserial Correlation and hypothesis #4 was tested using an independent sample t-test and Point Biserial Correlation. Results of all empirical tests confirm each of the hypotheses, which in turn support the theoretical model.
Show less
Date Issued: 2017
PURL: http://purl.flvc.org/fau/fd/FA00004807, http://purl.flvc.org/fau/fd/FA00004807
Subject Headings: Game theory., Problem solving., Decision making., Management science., System theory., Creative thinking., Creative ability in business.
Format: Document (PDF)

Title: Enhancing the effectiveness of online video advertising through interactivity.
Creator: Robinson, Arnold, Korgaonkar, Pradeep, Florida Atlantic University, College of Business, Department of Marketing
Abstract/Description: This research examines how incorporating interactivity into online video advertisements effects the following key marketing dependent variables: a) Involvement with the Advertisement, b) Ad Recall, c) Attitude towards the website, d) Attitude towards the Advertisement, e) Attitude towards the Brand, and f) Purchase Intention. Deriving from past Interactivity research, three important facets of interactivity are identified; User Control, Two-way Communication and Synchronicity. In order to...
Show moreThis research examines how incorporating interactivity into online video advertisements effects the following key marketing dependent variables: a) Involvement with the Advertisement, b) Ad Recall, c) Attitude towards the website, d) Attitude towards the Advertisement, e) Attitude towards the Brand, and f) Purchase Intention. Deriving from past Interactivity research, three important facets of interactivity are identified; User Control, Two-way Communication and Synchronicity. In order to test an Internet based 2 (User Control: high or low) X 2 (two-way communication: high or low) X 2 (synchronicity: high or low) between subjects experimental design, 8 different online video platforms were created. The online video experiment was administered to approximately 400 students in a large South-Eastern school. Overall the findings regarding interactivity in online video advertising found no significant effect of synchronicity on the dependent variables. There was however a significant interaction effect of user control and two-way communication on the dependent variables. These interaction effects were examined further with a cell means multiple comparison analysis. User control and two-way communication were found to have a significant interaction effect on ad recall, purchase intention and attitude towards the brand. User control had a significant effect on involvement and two-way communication had a significant effect on attitude towards the website. There was no effect of UC or TWC on attitude towards the ad.
Show less
Date Issued: 2014
PURL: http://purl.flvc.org/fau/fd/FA00004156, http://purl.flvc.org/fau/fd/FA00004156
Subject Headings: Internet advertising, Internet videos, Marketing -- Graphic methods, Marketing -- Management, Online social networks, Social media
Format: Document (PDF)

Title: A Historical Perspective on LP Marketing and Payola in 1962: The Case of Robby and the Troubadours.
Creator: Fagan, Kalman Sheppard, Rhorer, Marc A., Florida Atlantic University, College of Business, Department of Marketing
Abstract/Description: The music industry in 1962 reflected the political turmoil of the times. Dinner and dancing was a popular pastime. The music Americans heard and enjoyed over the airways was limited, however, by payola. Program directors adhered to criteria that supported the corporate fiscal model of their radio stations. Songs needed to attract listeners and major advertisers. Payola typically involved direct payments from major record labels to disc jockeys and the rewards were lucrative. Record labels fed...
Show moreThe music industry in 1962 reflected the political turmoil of the times. Dinner and dancing was a popular pastime. The music Americans heard and enjoyed over the airways was limited, however, by payola. Program directors adhered to criteria that supported the corporate fiscal model of their radio stations. Songs needed to attract listeners and major advertisers. Payola typically involved direct payments from major record labels to disc jockeys and the rewards were lucrative. Record labels fed them songs to play and disc jockeys became loyal to the payments. Thus, payola became a bottleneck to broader distribution of other artists, which hurt musicians, small record labels, and the public, and increased the price of music. Entertainment managers were ambitious band managers who took on additional roles due to the high costs of producing and promoting songs. The case of Robby and the Troubadours is shared through a historical simulated marketing plan.
Show less
Date Issued: 2018
PURL: http://purl.flvc.org/fau/fd/FA00013059
Subject Headings: Long-playing records., Music trade--Marketing., Rock groups.
Format: Document (PDF)

Title: ONLINE BRAND COMMUNITIES, INTERACTIVE COMMUNICATION, AND RETENTION.
Creator: Brynildsen, Gina, Sashi, C.M., Florida Atlantic University, Department of Marketing, College of Business
Abstract/Description: An estimated 90% of U.S. companies including Tesla, 3M, McDonald’s, and UnitedHealth Group use social media such as Facebook, Instagram, and Snapchat to connect with consumers and form community around their brands; yet little is known about the effects of different social media structures on consumer-brand relationships. The purpose of this research is to understand the unique nature of firm-hosted online brand communities on social networking sites and how they can be used to retain...
Show moreAn estimated 90% of U.S. companies including Tesla, 3M, McDonald’s, and UnitedHealth Group use social media such as Facebook, Instagram, and Snapchat to connect with consumers and form community around their brands; yet little is known about the effects of different social media structures on consumer-brand relationships. The purpose of this research is to understand the unique nature of firm-hosted online brand communities on social networking sites and how they can be used to retain customers. We review the literature on online brand communities as a tool for building relationships and apply network theory to understanding firm-hosted online brand communities on social networking sites. Relationship marketing provides a framework for how consumer-brand relationships are developed, built, and maintained. Network theory explains how different network structures interact with network processes to produce specific outcomes for individuals and groups.
Show less
Date Issued: 2019
PURL: http://purl.flvc.org/fau/fd/FA00013360
Subject Headings: Social media, Online social networks, Customer loyalty, Relationship marketing, Brand loyalty, Online chat groups
Format: Document (PDF)

Title: Perceived Risk and Consumer Adoption of Service Innovations.
Creator: Savas, Selen, Koku, Paul Sergius, Florida Atlantic University, College of Business, Department of Marketing
Abstract/Description: This study examines the influence of various facets of perceived risk on the attitudes toward really new services (RNS) and adoption intentions. Although there is considerable research examining perceived risk and consumer adoption of innovations, three aspects of the relationship have been neglected. First, much of the research on really new innovations is product-focused with little attention to services. Second, there is limited research examining perceived risk as a multidimensional...
Show moreThis study examines the influence of various facets of perceived risk on the attitudes toward really new services (RNS) and adoption intentions. Although there is considerable research examining perceived risk and consumer adoption of innovations, three aspects of the relationship have been neglected. First, much of the research on really new innovations is product-focused with little attention to services. Second, there is limited research examining perceived risk as a multidimensional construct. Third, consumer characteristics that affect the relationship between perceived risks and adoption intentions have not been included in most of the innovation studies. Thus, this study seeks to provide answers to the questions of “which types of perceived risk are more likely to affect adoption intentions of RNS?” and “which consumer characteristics affect the relationship between perceived risks and adoption intentions of RNS?”. The findings of the study show the influence of perceived risk in the service innovations area. We contribute to theory and practice by identifying the specific risks that cause consumers to resist adopting RNS as well as showing the explanatory power of Regulatory Focus Theory (RFT) to understand why consumers react differently when they encounter service innovations.
Show less
Date Issued: 2017
PURL: http://purl.flvc.org/fau/fd/FA00004805, http://purl.flvc.org/fau/fd/FA00004805
Subject Headings: Consumer behavior., Customer services., Risk perception., Regulatory focus (Psychology)
Format: Document (PDF)

FAU Theses and Dissertations (17)	+ -
FAU College Collections (7)	+ -

Florida Atlantic University -- History (7)	+ -
Consumer behavior (4)	+ -
Marketing (3)	+ -
Relationship marketing (3)	+ -
Advertising (2)	+ -

Economic aspects (2)	+ -
Internet advertising (2)	+ -
Management (2)	+ -
Marketing -- Management (2)	+ -
Online social networks (2)	+ -
Psychological aspects (2)	+ -
Social aspects (2)	+ -
Social media (2)	+ -
Brand loyalty (1)	+ -
Buildings, Prefabricated--Trade and manufacture (1)	+ -
Buildings, Prefabricated--United States--Marketing (1)	+ -
Business Administration, General (1)	+ -
Business Administration, Marketing (1)	+ -
Business communication (1)	+ -
Business logistics -- Management (1)	+ -
Commercial products (1)	+ -
Communication in marketing (1)	+ -
Communication in organizations (1)	+ -
Computer network resources (1)	+ -
Consumer behavior. (1)	+ -
Consumer relations (1)	+ -
Consumption (Economics) (1)	+ -
Corporate governance (1)	+ -
Corporate image (1)	+ -
Creative ability in business. (1)	+ -

Electronic Thesis or Dissertation (17)	+ -
Program Review (7)	+ -

College of Business (24)	+ -
Department of Marketing (24)	+ -
Florida Atlantic University (11)	+ -
Florida Atlantic University Office of Institutional Effectiveness & Analysis (7)	+ -
Korgaonkar, Pradeep (2)	+ -

Search In

Pages

Pages

Sort Results By:

Narrow results by:

Collection

Topical Subject

Geographic Subject

Temporal Subject

Genre

Type of Resource

Language

Creator

Format

Owner