A5071278389- Digital Marketing and Social Media
- Technology Adoption and User Behaviour
- Consumer Behavior in Brand Consumption and Identification
- Customer Service Quality and Loyalty
- Consumer Retail Behavior Studies
- Marketing and Advertising Strategies
- Management and Organizational Studies
- Service-Learning and Community Engagement
- Behavioral Health and Interventions
- Leadership and Management in Organizations
- Gender, Feminism, and Media
- Innovation and Knowledge Management
- Diverse Educational Innovations Studies
- Organizational Leadership and Management Strategies
- Experimental Behavioral Economics Studies
- Cultural Differences and Values
- Social Media and Politics
- Creativity in Education and Neuroscience
- Media Influence and Health
- Digital Communication and Language
- Privacy, Security, and Data Protection
- Conflict Management and Negotiation
- Corporate Identity and Reputation
- Business Strategies and Innovation
- Gender Diversity and Inequality
Florida Gulf Coast University
2014-2024
University of North Texas
2012-2014
The use of the internet and social media have changed consumer behavior ways in which companies conduct their business. Social digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness increased sales. However, challenges exist from negative electronic word-of-mouth as well intrusive irritating online presence. This article brings together collective insight several leading experts on issues relating marketing. experts' perspectives...
Abstract Consumers enjoy following famous media personalities, discovering details about their habits, food preferences, or designer brands that they wear. model consumption behaviors based on favorite celebrities’ preferences. Marketers are aware of such celebrity admiration and frequently use celebrities as part marketing communication strategies. Grounded in parasocial relationship social connectedness theories, this study tests a to the celebrity, attitude toward receptivity...
Purpose The purpose of this paper is to investigate the role emotional brand attachment in consumers’ evaluation new products that represent technological innovation. Design/methodology/approach A quantitative study was conducted using survey data from a nationally representative probability sample US consumers ( n = 624) understand context really (RNPs). framework developed and tested structural equation modeling included attachment, trust, product incongruity, familiarity, perceived risk,...
<p>The use of the internet and social media have changed consumer behavior ways in which companies conduct their business. Social digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness increased sales. However, challenges exist from negative electronic word-of-mouth as well intrusive irritating online presence. This article brings together collective insight several leading experts on issues relating marketing. The experts’...
ABSTRACT Reality television programming (RTVP) was once simply an innovative entertainment phenomenon. But RTVP also has recently evolved into a mainstream promotional platform. Two new forms of celebrities arose during this progression: “reality” and “celebreality” stars. This study, which is grounded in connectedness theory, addresses unresolved issue related to the use celebrity endorsers, that is, how endorsers’ status as reality or celebreality stars influences viewers’ perceptions of,...
ABSTRACTMany times, branded apps are rarely used after consumers initially download them, raising the question of how marketers can make these more useful to consumers.To that end, although Technology Acceptance Model (TAM) has been well-documented in information systems and marketing literatures, application this theory app context is scarce. Building on TAM value co-creation research explores key functions improve brand loyalty via personalization co-creation. Data were collected from...
Purpose Consumers are increasingly connected to each other through electronic devices. Consequently, the potential for online retailer (hereafter, e‐tailer) initiated communications delivered media inspire viral‐like e‐WOM processes among consumers is also expanding. Microblog postings and e‐mails may impact consumers' perceptions of retail web sites (e‐servicescape). These trigger outcomes (i.e. greater trust, patronage, or e‐WOM) that redound e‐tailers' interests. The first purpose this...
Abstract The rapid growth in consumers' adoption of social networking sites revolutionized the marketing landscape, transforming way brands communicate with their customers. At same time, widespread popularity raised major concerns about privacy and security users' personal information on these platforms. Drawing identity, calculus theories, this study examines roles consumer‐social site relational dimensions, namely disclosure identification as drivers consumer brand engagement sites‐hosted...
<h3>ABSTRACT</h3> In-game advertising (IGA) may offer an attractive opportunity for advertisers to reach elusive consumer segment if messaging is managed effectively. In this study, the authors applied media uses and gratification theory investigate factors related gamers9 acceptance of advertisements in online games across various platforms. They also investigated influence IGA on word-of-mouth behavior attitudes toward brands products featured IGA. Using structural equation modeling as a...
<p>The use of the internet and social media have changed consumer behavior ways in which companies conduct their business. Social digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness increased sales. However, challenges exist from negative electronic word-of-mouth as well intrusive irritating online presence. This article brings together collective insight several leading experts on issues relating marketing. The experts’...
Purpose – The purpose of this article is to develop three approaches that managers should use channel formerly negative stressors and anxieties into productively motivated behaviors. When deal more deftly with naturally arising anxiety-inducing stress, they their subordinates perform effectively simply because levels motivation will increase. Design/methodology/approach conceptual discussion grounded in ideas principals adopted and/or adapted from ancient contemporary Western social...
Following an ecosystem perspective and drawing on the stimulus-organism-response model, this research examines how experiential stimuli, including consumers' experiences with their smartphones, phone service providers, smartphone applications affect satisfaction which then leads to referral behaviors. An online survey questionnaire was completed by 444 respondents, structural equation modeling used test proposed model. Findings recognize stimulating role of experience products services...