ESC Faculty Publications

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https://hdl.handle.net/10057/4019

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    Engaging in dialogues: The impact of comment valence and influencer-viewer interaction on the effectiveness of YouTube influencer marketing
    (Routledge, 2023-01-25) Xiao, Min
    YouTube is a popular social marketing platform. Marketers or advertisers can collaborate with a YouTube influencer to present marketing messages. However, negative user-generated comments may affect the effectiveness of message delivery. Thus, one pretest and two main studies were conducted to investigate the influence of negative comments on consumers and the strategy to combat the negativity. The first study examined the influence of comment valence on product attitude and perceived trustworthiness of influencer. The second study examined how the increased frequency of influencer?viewer interaction mitigated the damage inflicted by negative comments. The findings of the studies reveal that negative comments have a strong influence on consumers. However, if an influencer is actively replying to negative comments, the negative influence is likely to be mitigated. Theoretical and practical contributions of the studies were discussed.
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    Beauty and the bran: Kellogg’s campaign to “correct faulty elimination” and conquer the cereal industry
    (Routledge, 2022-10-12) Myers, Paul; Parcell, Lisa Mullikin
    Brothers John Harvey Kellogg and William Keith Kellogg understood the importance of public health concerns, particularly those relating to constipation, and of home economics and dietetics research. The Kellogg’s Corn Flake Company’s investment into home economics became integral to the brand itself and helped establish Kellogg’s as a leader in addressing the growing dietary health concerns of the early twentieth century and in the breakfast food industry. The Kellogg’s Corn Flake Company used “reason why” advertising appeals for its bran cereals to teach consumers about the connections between eating bran and health. While the campaigns changed over time, the main focus of eating bran to prevent constipation remained consistent. The company’s success today can clearly be traced back to its original efforts to address health concerns through advertisements that taught women how to use bran cereal as both a curative and preventative food for constipation and related symptoms. Perhaps more significantly, the Kellogg’s Company’s Home Economics Department influenced early dietary standards established by the government for both the American public and military.
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    Serving up a slice of entrepreneurship on campus: The new Pizza Hut museum
    (University of California Press, 2022-02-01) Abdinnour, Sue; Meinecke, Rachelle; Parcell, Lisa; Price, Jay M.
    An interdisciplinary team at Wichita State University with individuals from the departments of Business, Communication, History, and Museum Studies worked with a design firm to rehabilitate the first Pizza Hut into a museum, an endeavor that crossed the boundaries of academic, institutional, and corporate voices. Following the university’s commitment to accessibility, shared authority became an asset in showing how the latest technology was not always the solution, as well as how universal design helped reach a broad range of audiences. The result has been a facility that is a unique intersection of brand history, the study of entrepreneurship, and accessibility.
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    Pride and prejudice and Country-of-origin ecological images: The influence of COO ecological image on consumer evaluation of product greenness and green claim credibility
    (Routledge, 2022-03-10) Xiao, Min; Myers, Paul
    The increasing consumer demand for shopping eco-friendly products online leads brands and marketers to offer more products that are claimed to be eco-friendly on online stores. However, it is very difficult for consumers to evaluate the credibility of such claims, and marketers usually do not offer resources to help consumers make the evaluation. Hence, consumers must utilize limited information cues (e.g. country-of-origin, price, etc.) that are available to them to evaluate the credibility of green claims and the greenness of products. Two online experiments were conducted to examine how product COO, product price, and product types affect consumer perception of product greenness and green claim credibility. The findings suggest that product COO is a powerful factor that influences consumer perception. Theoretical and practical implications of the findings were discussed.
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    Odd bedfellows: self- and partner-enhancement in the communication of commitment
    (Taylor & Francis, 2019-11-12) Weigel, Daniel J.; Ballard-Reisch, Deborah; Davis, Bret A.
    This research examined self- and partner-enhancement biases in the everyday communication of commitment. A total of 189 romantic heterosexual couples completed a survey measuring self- and partner-reports of the communication of commitment. Women self-enhanced in their perceptions of their partner’s attempts at communicating commitment, while men partner-enhanced. Further, women’s self-enhancement and men’s partner-enhancement resulted in their perceptions of each other’s expressions of commitment being more closely aligned than self-reported expressions of commitment. Taken together, rather than being a detriment, bias in the everyday communication of commitment is an important aspect of how couples sustain commitment in their relationships.