Today’s undergraduate student population is part of the Millennial Generation; a generation (born... more Today’s undergraduate student population is part of the Millennial Generation; a generation (born after 1982) raised with a high reliance on Web 2.0 technologies such Facebook, blogs, Myspace, and YouTube. A childhood filled with interactive video games has created similar expectations regarding interactive educational experiences (Drea, Tripp, & Stuenkel, 2005).These students are highly receptive to technology-based pedagogical experiences (Ferrell & Ferrell, 2002) and thrive in online enviroments (Childress & Braswell, 2006). A recent Harris Interactive survey revealed that 20 percent of tweens are interested in taking a virtual class before they graduate high school (“Tweens,” 2007) and in K-12 schools, virtual and online learning is growing at an estimated 30 percent annually (North American Council for Online Learning, 2006). As these students proceed through the education system, they are likely to be drawn to colleges that offer learning environments that support their prefer...
The marketing communications class provides a unique opportunity to incorporate ethics into the c... more The marketing communications class provides a unique opportunity to incorporate ethics into the curriculum. This article discusses ethics in general, and in the marketing communications class in particular. It includes ethical decisionmaking and factors that can affect this process including utilitarianism, rights, and fair ness-justice beliefs. It suggests and develops the case o/Joe and Jo Camel as a possible vehicle to facilitate the students’ examining and understanding of ethics in the marketing communications process.
The purpose of this research is to examine how the topic of social media has been integrated and ... more The purpose of this research is to examine how the topic of social media has been integrated and executed within academic institutions and marketing courses. An exploratory survey of marketing educators that taught social media in their course(s) was undertaken. The survey addressed how social media was embedded within an institute’s curriculum, the amount of coverage given to social media, teaching approach taken, what specific topics were covered, instructional materials, type(s) of assessment, and unique pedagogical challenges the topic posed. Recommendations are provided to assist faculty in their social media curriculum development.
Advances in Marketing, Customer Relationship Management, and E-Services
The purpose of this chapter is to examine the use of Twitter as a communication channel for custo... more The purpose of this chapter is to examine the use of Twitter as a communication channel for customer service interactions. The authors discuss the topic of multichannel communication outlets and how popular social media platforms such as Twitter influence the channel choice patterns of today's customers. The chapter presents the findings of in-depth interviews with 50 customers of a major European telecommunications provider aimed at understanding their motivation to use Twitter for service interactions and how Twitter impacts their use of traditional communication channels including telephones and in-person customer representative interactions. Findings reveal that Twitter is a complement for traditional channels. Further, the number of different channels a customer engages with during a particular purchase process is a function of the customer's knowledge for both the channel and the product/service in question.
Our research aims at better understanding the significance of local context in the making and exp... more Our research aims at better understanding the significance of local context in the making and expressing of ethnic identities. Specifically, we consider whether or not a short exposure to a host trans-national consumer culture results in the negotiation of new ethnic identities. ...
The restaurant industry is experiencing a trend toward “authentic” ethnic restaurants that promis... more The restaurant industry is experiencing a trend toward “authentic” ethnic restaurants that promise not only authentic food from a specific culture, but also an authentic dining experience and decor. For many consumers, these ethnic dining experiences constitute their sole contact with foreign cultures. This paper explores the importance of authenticity in ethnicthemed restaurants. It considers the methods employed and the
Today’s undergraduate student population is part of the Millennial Generation; a generation (born... more Today’s undergraduate student population is part of the Millennial Generation; a generation (born after 1982) raised with a high reliance on Web 2.0 technologies such Facebook, blogs, Myspace, and YouTube. A childhood filled with interactive video games has created similar expectations regarding interactive educational experiences (Drea, Tripp, & Stuenkel, 2005).These students are highly receptive to technology-based pedagogical experiences (Ferrell & Ferrell, 2002) and thrive in online enviroments (Childress & Braswell, 2006). A recent Harris Interactive survey revealed that 20 percent of tweens are interested in taking a virtual class before they graduate high school (“Tweens,” 2007) and in K-12 schools, virtual and online learning is growing at an estimated 30 percent annually (North American Council for Online Learning, 2006). As these students proceed through the education system, they are likely to be drawn to colleges that offer learning environments that support their prefer...
The marketing communications class provides a unique opportunity to incorporate ethics into the c... more The marketing communications class provides a unique opportunity to incorporate ethics into the curriculum. This article discusses ethics in general, and in the marketing communications class in particular. It includes ethical decisionmaking and factors that can affect this process including utilitarianism, rights, and fair ness-justice beliefs. It suggests and develops the case o/Joe and Jo Camel as a possible vehicle to facilitate the students’ examining and understanding of ethics in the marketing communications process.
The purpose of this research is to examine how the topic of social media has been integrated and ... more The purpose of this research is to examine how the topic of social media has been integrated and executed within academic institutions and marketing courses. An exploratory survey of marketing educators that taught social media in their course(s) was undertaken. The survey addressed how social media was embedded within an institute’s curriculum, the amount of coverage given to social media, teaching approach taken, what specific topics were covered, instructional materials, type(s) of assessment, and unique pedagogical challenges the topic posed. Recommendations are provided to assist faculty in their social media curriculum development.
Advances in Marketing, Customer Relationship Management, and E-Services
The purpose of this chapter is to examine the use of Twitter as a communication channel for custo... more The purpose of this chapter is to examine the use of Twitter as a communication channel for customer service interactions. The authors discuss the topic of multichannel communication outlets and how popular social media platforms such as Twitter influence the channel choice patterns of today's customers. The chapter presents the findings of in-depth interviews with 50 customers of a major European telecommunications provider aimed at understanding their motivation to use Twitter for service interactions and how Twitter impacts their use of traditional communication channels including telephones and in-person customer representative interactions. Findings reveal that Twitter is a complement for traditional channels. Further, the number of different channels a customer engages with during a particular purchase process is a function of the customer's knowledge for both the channel and the product/service in question.
Our research aims at better understanding the significance of local context in the making and exp... more Our research aims at better understanding the significance of local context in the making and expressing of ethnic identities. Specifically, we consider whether or not a short exposure to a host trans-national consumer culture results in the negotiation of new ethnic identities. ...
The restaurant industry is experiencing a trend toward “authentic” ethnic restaurants that promis... more The restaurant industry is experiencing a trend toward “authentic” ethnic restaurants that promise not only authentic food from a specific culture, but also an authentic dining experience and decor. For many consumers, these ethnic dining experiences constitute their sole contact with foreign cultures. This paper explores the importance of authenticity in ethnicthemed restaurants. It considers the methods employed and the
The purpose of this chapter is to examine the use of Twitter as a communication channel for custo... more The purpose of this chapter is to examine the use of Twitter as a communication channel for customer service interactions. The authors discuss the topic of multichannel communication outlets and how popular social media platforms such as Twitter influence the channel choice patterns of today's customers. The chapter presents the findings of in-depth interviews with 50 customers of a major European telecommunications provider aimed at understanding their motivation to use Twitter for service interactions and how Twitter impacts their use of traditional communication channels including telephones and in-person customer representative interactions. Findings reveal that Twitter is a complement for traditional channels. Further, the number of different channels a customer engages with during a particular purchase process is a function of the customer's knowledge for both the channel and the product/service in question.
The Internet is quickly becoming a commonly used tool for business-customer interaction. Social m... more The Internet is quickly becoming a commonly used tool for business-customer interaction. Social media platforms that were once typically reserved for personal use are now becoming a vital part of a business’s strategy.
Maximizing Commerce and Marketing Strategies through Micro-Blogging examines the various methods and benefits of using micro-blogs within a business context, bringing together the best tools and tactics necessary to properly incorporate this approach. Highlighting current empirical research and insights from various disciplines, this book is an essential reference source for academics, graduate students, social media strategists, and business professionals interested in the positive use of social media in business environments.
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Maximizing Commerce and Marketing Strategies through Micro-Blogging examines the various methods and benefits of using micro-blogs within a business context, bringing together the best tools and tactics necessary to properly incorporate this approach. Highlighting current empirical research and insights from various disciplines, this book is an essential reference source for academics, graduate students, social media strategists, and business professionals interested in the positive use of social media in business environments.