Public relations strategies for creating mass media content: A case study of the National Basketball Association

Fortunato, John A.

doi:10.1016/s0363-8111(00)00060-6

Cited by 37 publications

(21 citation statements)

References 4 publications

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“…(Andreassen, 1994) revealed that corporate image is positively correlated with customer loyalty. Customer loyalty higher as a result of good corporate image implies a higher market share and ability to demand prices that are relatively higher than competitors ( (Herington, Johnson, & Scott, 2006) and (Fortunato, 2000). Besides that, image effective and good companies are also considered as determinants in customer satisfaction.…”

Section: University Imagementioning

confidence: 99%

Effect Of Marketing Mix, Service Quality, And University Image On Student Loyalty

Radiman¹,

Wahyuni²,

Jufrizen³

et al. 2019

Proceedings of the Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 20

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This research aims to investigate the impact of the marketing mix, service quality, and university image on student's loyalty. The main purpose of the study is divided into three sub-goal of investigating the effect of the marketing mix on student's loyalty, investigates the effect of service quality on student's loyalty and investigates the influence of university image on student loyalty. Questionnaires were distributed to the students as much as 200 questionnaires using Likert scale, yet only 167 questionnaires are returned. To process the data is used SPSS version 21. The results showedmarketing mix variable, service quality, and university image and a significant positive effect on student loyalty.

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Section: University Imagementioning

confidence: 99%

Effect Of Marketing Mix, Service Quality, And University Image On Student Loyalty

Radiman¹,

Wahyuni²,

Jufrizen³

et al. 2019

Proceedings of the Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 20

View full text Add to dashboard Cite

show abstract

“…In the triangular relationship among PR, mass media and the audience, it has been demonstrated through PR strategies that an enterprise is productive in assisting the mass media content selection and framing processes. This study shows that maintaining relationship with customers via PR is very effective for future loyalty (Fortunato, 2000).…”

Section: Public Relations (Pr) and Corporate Affairsmentioning

confidence: 74%

Marketing Research and the Potentials of SMEs in Sub-Saharan Africa: Conceptual Evidence from Nigeria

Oladepo¹,

Olanipekun²

2016

IJMS

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This study evaluated the relevance of marketing research in unveiling the potentials of small and medium enterprises (SMEs) in sub-Saharan Africa with conceptual evidence from Nigeria. The study attempted to paint the pictures of marketing research and SMEs within the context of entrepreneurial marketing scheme. The study also adopted schema theory, the cognitive scheme for processing and retrieving marketing information, as the underpinning theory for the study. The explanatory cross-sectional survey research design was adopted as the study guide. The population of the study is made up of all operators of SMEs in Nigeria. Using multi-stage sampling technique, 248 marketing research-oriented operators of SMEs were selected. A structured interview schedule, which contains a number of nominal construct items, was used as research instrument to generate primary data from respondents that cut across the six geo-political zones in Nigeria. Cronbach's Alpha reliability coefficients for all major constructs of the research instrument ranged between 0.73 and 0.81, while Average Variance Extracted (AVE) which further served as additional evidence of convergent validity also ranged from 0.842 to 0.865. Data generated were analyzed using basic descriptive statistics. The study revealed that the relevance of marketing research in unveiling the potentials of SMEs in sub-Saharan Africa can only be appreciated in the context of marketing function. Public relations and corporate affairs, human resource and personnel management, marketing and strategic management, as well as financial planning and technical development were conceptualized as the functional areas of business in which marketing research can easily be deployed to unveil the potentials of SMEs for optimal performance in sub-Saharan African region. The study concluded that some concerted efforts are needed to be made to reinvigorate the activities of the SMEs in sub-Saharan Africa. Marketing research, as amodern commercial tool, provides the required insights, direction and guide for optimized economic performance and sustainability of micro, small and medium scale enterprises in the region.

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“…In return, each year, the media industry receives millions of sports audiences and advertising revenue. As such, it is highly important and necessary for celebrity athletes to be cautious about their image and identity management as they may appear to have hundreds of thousands of fans and followers [4]. Their conduct, personalities, and words will generate a huge impact on the fan communities.…”

Section: Overview Of Kobe's Sexual Assault Casementioning

confidence: 99%

Crisis Management Report on Kobe’s Sexual Assault Case

Yang¹

2020

Proceedings of the 2019 International Conference on Education Science and Economic Development (ICESED 2019)

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Celebrities get more attention than common people due to their outstanding appearance and some outstanding professional skills. People pay attention not only to their achievements in their fields, but also to their words and deeds in their daily life. As rapid development of technology, the speed of information transmission is also faster and faster, once the stars make mistakes, their mistakes will be exposed by the media at a very fast speed. It is very important for stars to redeem their reputation by apologizing for their mistakes. A good apology can help them win forgiveness from the public to secure their career and even make them more productive and help them build a better public image. Therefore, it is significant to research celebrity apology ways. The paper takes Kobe Bryant as an example to analyze what kind of attitude or means should be used by celebrities to get the public to forgive.

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Public relations strategies for creating mass media content: A case study of the National Basketball Association

Cited by 37 publications

References 4 publications

Effect Of Marketing Mix, Service Quality, And University Image On Student Loyalty

Effect Of Marketing Mix, Service Quality, And University Image On Student Loyalty

Marketing Research and the Potentials of SMEs in Sub-Saharan Africa: Conceptual Evidence from Nigeria

Crisis Management Report on Kobe’s Sexual Assault Case

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