Innovation has flourished at the edge of the Internet; however, the core has experienced a slower pace of innovation. This lag is impacting the pace of innovation at the edge and threatening quality as ad hoc solutions are implemented to overcome core network barriers to innovation. Active...

This thesis investigates how firms can measure and manage influence of IT-enabled communication media, particularly blogs. The thesis constitutes two essays. The essays can be read independently, but they are complementary to each other. The first essay measures the influence of employees'...

This project explores the narratives of nonprofit wrongdoing through media coverage and organizational responses exhibited in four individual cases, representing four common types of nonprofit organizations and four distinct types of wrongdoing. Through a rhetorical analysis of nearly 450 texts,...

While academic research has begun to probe Internet users' underlying beliefs, attitudes, and purchase intent toward Internet advertising, there has been no attempt to develop an underlying theory comparing male versus female users' Internet versus print advertising content information...

This dissertation examines the development of guerrilla marketing strategies and techniques. At the dawn of the 21st century, as the traditional advertising model evolves thanks to changes in technology, markets, commercial clutter, and audience cynicism, marketers are increasingly exploring new...

Product placement, or placing brands in movies, is a widely recognized practice that dates from the 1980s. This study is a content analysis of product placement in 15 Bollywood and 15 Hollywood movies from 2005 to 2009.Statistical tests showed that there were a significantly higher number of...

The present study examined the causal structure of advertising effects on consumers' attitude toward foreign brands in an advertising situation. The objectives of the study were to investigate effects of various factors regarding advertising, country perceptions and product on brand attitude,...

Critics point to several ethical concerns over USA Today's innovation in form and content of news. The paper: (1) emphasizes form over function, (2) takes brevity and shallowness to extremes, (3) contains too much trivia and fluff, not enough substance, and (4) is too optimistic and amusing....

Problem. The performance of African institutions has been negatively affected by the difficulty of communicating with other institutions. Despite several attempts to use low-cost computer networks to alleviate this problem, little is known about the factors that influence the success of...

The purpose of this dissertation was to explore differences in consumption behavior between consumers who experienced upgraded social status and consumers who did not experience such change. The study was designed to offer marketers information about changes in consumption behavior that occur...