Natalie Wood

Natalie Wood
Saint Joseph's University (PA, USA) · Department of Marketing

About

58
Publications
14,351
Reads
How we measure 'reads'
A 'read' is counted each time someone views a publication summary (such as the title, abstract, and list of authors), clicks on a figure, or views or downloads the full-text. Learn more
618
Citations
Citations since 2016
5 Research Items
371 Citations
20162017201820192020202120220102030405060
20162017201820192020202120220102030405060
20162017201820192020202120220102030405060
20162017201820192020202120220102030405060

Publications

Publications (58)
Article
Technology and new digital media tools can enhance student learning; however, the opposite also can be true. Abstaining from technology and digital media can help students understand how such technology influences consumer behavior and how marketers may use it. This paper describes the purpose, design, and methods of an unplugged class assignment....
Article
There exist two growing and promising areas of research on voting behaviour in political marketing - one explores the influence of celebrity endorsers, and the other examines the effect of facial similarity on voting intentions. Prior studies have found that under certain circumstances, the faces of famous persons can have a positive influence on v...
Article
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, th...
Chapter
Full-text available
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-dept...
Book
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...
Article
Regulatory bodies in the U.S. and the U.K. recently issued revised guidelines concerning the use of endorsements and testimonials in marketing efforts. Of specific interest within these guidelines is the disclosure of a material connection when brand communications are sent within social media platforms such as Twitter. The findings of quantitative...
Article
Regulatory bodies in the United States and the United Kingdom recently issued revised guidelines concerning the use of endorsements and testimonials in marketing efforts. Of specific interest within these guidelines is the disclosure of a material connection when brand communications are sent within social media platforms such as Twitter. The findi...
Article
Despite the popularity of social media in general and Twitter specifically, little empirical research exists to assist marketers in how to successfully connect with consumers in these environments. The purpose of this study was to identify the ways in which brands can connect with consumers through Twitter and to examine how the category of Tweet i...
Article
Students in introductory marketing, advertising, and marketing communications classes have limited exposure to regulatory bodies, such as the Federal Trade Commission (FTC). While such courses may introduce the FTC and some of its regulations, there is limited depth with respect to the policies surrounding endorsements in online environments. With...
Article
A virtual world is an online representation of real world people, products, and brands in a computer-mediated environment (CME). Within the next few years CMEs are likely to emerge as the dominant internet interface. In addition to corporate websites, companies will operate virtual stores where customers can browse and interact with assistants. How...
Chapter
Eighty million members of the Millennial Generation are knocking at the door of Corporate America. Can traditional “chalk and talk” corporate training techniques adequately address the needs of a generation that views the world through a digital lens? In this chapter, the authors will explore the learning styles of Millennials and how virtual world...
Article
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...
Article
Purpose The purpose of this study is to investigate how geography (distance from the host country, i.e. Mexico) mediates individuals' perceptions of “authentic” ethnic‐themed restaurants and to identify which information sources influence their beliefs. Design/methodology/approach To explore these issues, a two‐part (qualitative and quantitative)...
Article
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...
Article
To date more than 100 schools and educational institutions from more than 20 countries are teaching in a virtual world (Rzewnicki 2007). For those who are new to virtual worlds understanding how to incorporate this technology to provide a meaningful contribution can be overwhelming. The purpose of this article is to conceptually explore the use of...
Article
Full-text available
Political parties, and more specifically public interest groups, budget extensive amounts of time and money to use celebrity endorsers for their candidate. Do celebrities bring forth enough value to warrant the time, effort, and money expended to make their endorsements public? Using a sample of first-time voters from the 2004 U.S. Presidential Ele...
Article
Full-text available
After mass media, ethnic-themed restaurants are possibly the second most influential socialising agents of foreign cultures. Whereas the media often depicts foreign cultures in a stereotypical manner, the opportunity exists in the hospitality field to offer consumers a more detailed and accurate insight into a culture. Yet, is this what consumers r...
Article
Full-text available
Dr. Wood received her PhD from Auburn University in Auburn, AL. Her research was the recipient of the Ameri-can Academy of Advertising Doctoral Dissertation Award. Dr. Wood's specialization is consumer behavior specifically in the area of visual persuasion (the selection of an appropriate source for advertising and marketing communications). She ha...
Article
Full-text available
In recent years, themed Irish pubs have grown in popularity. Marketers often strive to create the perception of authenticity when creating these themed environments. This study seeks to understand the importance of authenticity, tangible and intangible elements that constitute authenticity, and consumers' ability to delineate the ‘real’ from simula...
Article
Full-text available
Much has been written on the role of the message source as a vehicle for persuasion in traditional print and broadcast media, but little from an online perspective. In the virtual world, the opportunity now exists to incorporate a wide variety of message spokespersons in the form of avatars. These figures can range from fanciful, animated character...
Article
Marketing educators are increasingly required to provide a multicultural perspective in their courses. The proposed teaching innovation, cross-cultural collaborative exercises (CCCE), offers students direct experience with another culture through a collaborative assignment and lecture. This exercise challenges students’ perception of differences an...
Article
Full-text available
In traditional media, the selection of an appropriate source for communication (such as a celebrity) is left in the hands of the advertiser who generally adopts a standardised spokesperson for an entire target market. Online, the opportunity now exists for this spokesperson to be personalised to suit individual consumers, through the use of avatars...
Article
Full-text available
Thesis (Ph. D.)--Auburn University, 2002. Abstract. Includes bibliographical references (leaves 132-143).

Network

Cited By