
Parker J WoodroofUniversity of Alabama at Birmingham | UAB · Department of Marketing, Industrial Distribution and Economics
Parker J Woodroof
Doctor of Philosophy
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19
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Publications
Publications (19)
Influencers are a crucial strategic component for many brands because of their significant marketing value. This research integrates parasocial and signaling theories to posit that relationship-building signals and promotion-focused signals will differentially impact engagement with sponsored posts. The study investigates the role of linguistic per...
This study assesses fostering an authentic disposition of an instructor activity involving self-disclosure called This Is Me Exercise (TIME) as part of positive social change. Establishing authenticity is drawn from the pedagogy of vulnerability and self-determination theories. These theoretical foundations highlight four characteristics contributi...
Although most major brands are utilizing affiliate marketing programs, potential drivers of engagement with influencer affiliate marketing content have yet to be explored. To address this gap, the authors apply the Elaboration Likelihood Model to propose that linguistic characteristics of the text within influencers' affiliate marketing posts motiv...
Purpose of the Study: This study describes an instructor activity involving self-disclosure called This Is Me Exercise (TIME) and assesses its effectiveness in fostering an authentic disposition. Method/Design and Sample: The TIME was conducted at three public regional universities to test its effectiveness. At one institution, the exercise was uti...
Applying the pedagogy of vulnerability and self-expansion theory, the exercise known as the Know Me Activity (KMA) enhances self-expansion by encouraging connections between students and the instructor. The pedagogy of vulnerability is premised on risking self-disclosure as an act of courage. Self-expansion theory is grounded in personal relationsh...
With influencer marketing expenditures set to exceed $16 billion in 2022, pet influencers are leveraging their entertaining content to capitalize on this growing market. Utilizing a dataset of 557 posts from 37 pet influencers, we apply Uses and Gratifications Theory and Persuasion Knowledge to suggest textual and visual cues within sponsored posts...
The 2021 Society for Marketing Advances Annual Conference, in Orlando, Florida, offered thirty-four Teaching Moments from marketing educators around the globe. The purpose of the Teaching Moments sessions was to quickly advance innovative teaching techniques, ideas and assignments allowing other educators to implement these methods in their own cla...
Drawing on the influence of primacy and recency effects in processing information about corporate social responsibility (CSR), the authors examine how internal (customer experience) and external (CSR reputation) factors impact the consumer-firm relationship in the presence of contradictory CSR information. Evaluating these factors provides a more c...
The Know Me Activity (KMA) is implemented at the beginning of the semester. The impetus of this exercise is connection between students and the instructor through self-expansion. Self-expansion theory is grounded in personal relationships whereby individuals are motivated for personal growth and identify with others to gain access to their resource...
In their interactions in the business environment, consumers are placing an increased importance on the social actions with which firms are involved. Typically, research has focused on the positive benefits of corporate social responsibility (CSR) or how consumers respond to negative CSR. Negative CSR involves the presence of a transgression, usual...
This manuscript examines a quality‐oriented philosophy in a nonprofit context utilizing semi‐structured interviews with nonprofit executive directors. The findings indicate that nonprofit organizations do seek continuous improvement and value a long‐term focus, consistent with for‐profit quality aspirations. However, factors unique to the structure...
Purpose
The purpose of this paper is to examine the impact of the type of disclosure used by social media influencers on consumer evaluations of influencer transparency, product performance expectations and how those factors ultimately influence purchase intentions.
Design/methodology/approach
An experiment was conducted with 321 participants recr...
Companies are increasing their use of cause-related marketing as a means of communicating their commitment to corporate social responsibility while accomplishing their strategic goals. Although prior studies suggest that consumers react positively to cause-related marketing programs, understanding of their impact on financial performance remains li...
Academic literature, as well as countless companies, have found cause-related marketing (CRM) to be a powerful sales promotion tool. CRM campaigns are complex promotional tools that present managers with a myriad of decisions to make, and they have been termed “profit-motivated giving” because of the link created between company sales and charitabl...
There is a broad consensus among practitioners and academicians that the success of social media communication relies heavily on the perceived authenticity of the content. Also, transparency – not to be confused with authenticity – has received significant attention in both the literature and the mainstream media in recent months. Both big business...
Over the past few decades, the corporation’s social responsibility (CSR) has been thrust into the limelight as an expected business practice. CSR is defined as “the policy and practice of a corporation’s social involvement over and beyond its legal obligations for the benefit of the society at large (Enderle and Travis 1998). Although the increased...
Today, many companies have the resources and expertise to make meaningful contributions to worthy causes. They also possess the visibility and advertising wherewithal to lend credibility to these causes and generate awareness for pressing social issues. This special session highlights the evolution, current development, and potential changes in the...