Browsing by Subject "Social media marketing"
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Item Essays on management of new technologies in manufacturing and service industries(2015-12) Sano, Hiroki; Anderson, Edward George; Gilbert, Stephen M; Gutierrez, Genaro J; Morrice, Douglas J; Tan, BurcuThis dissertation studies management of new technologies in the context of manufacturing and service, respectively, focusing on different issues specific to each type of industry. The first two essays investigate cooperative decisions regarding development and ownership of new technologies between competing manufacturers, and the third essay explores the positive effects of social media marketing (SMM) activities for companies of services with high perceived risk. In the first essay, we consider firms which can individually invest a fixed cost to enter a market that generates fixed industry-wide revenue if at least one firm invests. Instead of individually investing, each firm can also invest with its rival(s) as a coalition to share their cost efficiency and their total cost while incurring an additional coordination cost. The industry-wide revenue is divided to firms in the market according to their relative market power. We characterize the stable coalition structure and examine the industry-wide efficiency of the structure for a duopoly case and a restricted three-firm case, respectively. In the second essay, we consider a Cournot duopoly model in which one firm originally owns a new process technology while the other firm originally owns an existing process technology. Compared to the existing one, the new process technology enables production with a lower unit capacity cost while involving yield uncertainty in production capacity. We show that yield uncertainty of the new process technology can increase the likelihood of the new process technology being shared whether or not transfer payment is allowed between the two firms. In the third essay, we empirically investigate how customers of non-life insurance services in Japan recognize the effects of companies' SMM activities and how those SMM activities influence customer satisfaction (SAT) and relationship strength (RS). The results indicate that the dominant dimensions of the SMM construct are Interaction, Customization, and Security whereas Trendiness fails to demonstrate a dominant role. Further results indicate that both the direct effect of SMM on RS and the indirect effect of SMM on RS with SAT playing a mediating role are positive and significant.Item Social media marketing : a new era in the pharmaceutical industry(2009-12) Taylor, Rhonda Nancy; Mackert, Michael; Love, BradThis paper seeks to understand how social media can be employed by pharmaceutical brands as an integral component of the marketing mix. Novo Nordisk will be used as an example to demonstrate the unsuccessful use of social media marketing. Similarly, Johnson & Johnson, Sanofi-Aventis and Bayer Didget will be used as examples to demonstrate the successful use of social media marketing. The framework necessary in the construction of a successful social media marketing campaign will be discussed, with each component receiving individual attention. This framework will be implemented in a hypothetical campaign for the pharmaceutical brand, Vytorin, to demonstrate the process.Item Social media marketing for small businesses and organizations with an emphasis on Facebook(2010-12) Gribbin, Meagan Elizabeth; Wilcox, Gary B.; Burns, Neal M.Social media is the fastest growing communication medium in history. Integrating it into a company’s marketing plan is becoming a necessity, regardless of the size of the company, for marketers to engage populations and promote their brands. This report is a comprehensive look into the implications of using these newer forms of communication for small businesses and organizations. In addition, there is an emphasis on using Facebook as a marketing tool because of its popularity and the capabilities it provides. First, the author will define the parameters of social media and take a brief look at the various platforms that exist. The report will then cover a more extensive overview of digital channels of communication as compared to traditional outlets as well as types of online marketing and advertising. Next the author will write about what all these new channels of communication can do and how small businesses and organizations can properly execute their own social media plans successfully as a way to interact with current and prospective customers. We will look at several examples of how the digital space has been used by other businesses and organizations including The University of Texas’ Advertising Department. The report will conclude with a look at criticisms, growing trends and the future of social media.