Vicky O'Rourke

Vicky O'Rourke
Letterkenny Institute of Technology | LYIT · Department of Business Studies

Doctor of Education

About

26
Publications
10,381
Reads
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18
Citations
Citations since 2016
16 Research Items
17 Citations
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Introduction
Dr. Vicky O’Rourke (Ed.D.) is a Lecturer in Marketing in the School of Business at Letterkenny Institute of Technology, Co. Donegal, Ireland. Her research focuses on areas including marketing innovations, marketing ethics, and advertising literacy. She is interested in the development of consumerism in children and the role of education in this development.

Publications

Publications (26)
Article
Full-text available
As the use of mobile devices among consumers proliferates, it is important for managers to understand how they can effectively integrate mobile marketing into their marketing strategy. The objective of this research was to explore the current use of mobile marketing by Irish businesses and provide a set of guidelines for the effective integration o...
Conference Paper
The manner in which organisations finance ventures and borrow loans is changing. In light of the need to find finance for seed and early stage ventures, alternative finance channels have emerged. One such channel is crowdfunding. Crowdfunding is an internet based method of fundraising whereby a group of individuals contribute monies to projects on...
Conference Paper
Full-text available
As part of a larger study evaluating the efficacy of a media literacy intervention in primary curriculum, this paper presents findings on the impact of four lessons of a media literacy teaching intervention on advertising literacy. Using a newly developed Irish Media Literacy intervention, a pilot randomised controlled trial was conducted in seven...
Article
Full-text available
This study reports the effect of four lessons of a recently developed Irish media literacy teaching intervention on the advertising literacy of children aged 8-11. Covariates of age and gender were also considered. Alongside this, a process evaluation was completed. The results of this pilot RCT show that children aged between 8 and 11 are capable...
Conference Paper
Full-text available
In today's rapidly developing digital landscape, driven by the innovation of Industry 4.0, an increasingly powerful Generation Z (Gen Z) consumer has emerged. Gen Z has surpassed Millennials as the largest generational cohort presenting a considerable opportunity for marketers. The research problem focuses on profiling Gen Z their developing consum...
Preprint
Full-text available
This study reports the findings from a pilot RCT, which determined the effect of 4 lessons of a media literacy intervention on children’s wellbeing. Data was collected from children aged 8-11 in 7 primary schools in Ireland (nPaired data=324). On average teachers in the treatment group delivered 150 minutes of a newly launched media literacy interv...
Conference Paper
Full-text available
Consumer socialisation agents of parents, peers, media, and school enable a child to co-construct knowledge, and they condition behaviour. The traditional roles of socialisation agents have evolved and there is concern that media have replaced parents as the primary consumer socialisation agent for children. Furthermore, children have more frequent...
Presentation
The proliferation of digital media and the increase of individualistic media consumption amongst children permits commercial enterprises to frequently communicate with children directly. Messages promoting the necessity of acquisition and the extension of self through ownership pervade media. Consumer culture is growing and its growth is consistent...
Conference Paper
The Irish Neighbourhood Play Research Project included almost 1700 families and 240 communities throughout Ireland. The findings hold clear implications for educational policy and practice. Using surveys, interviews and naturalistic observation, data was secured on how children in modern Ireland aged 0-15 are playing. An all-island approach was tak...
Article
Full-text available
This paper provides an insight into the use of fear appeals to communicate a public health message. A fear appeal is a means of persuasion that threatens the audience with a negative, physical, psychological, and/or social consequence that is likely to occur if they engage in a particular behaviour. This paper explores: the effectiveness of fear ap...
Conference Paper
Full-text available
Experiential marketing has an increasingly important role to play in marketing communications strategy. This paper examines the use of experiential marketing in Ireland and how campaigns can be measured. Exploratory research was employed, with data collected using judgment sampling. Eight in-depth interviews were conducted with Irish brand or mark...
Chapter
Full-text available
This paper examines different aspects of fair trade marketing. Firstly, secondary research examines the development, advantages and challenges of fair trade. Secondly, primary research explores consumer buying behaviour in Ireland and Austria in the fast moving consumer goods (FMCGs) market. Thirdly, the attitudes of consumers towards mainstreaming...
Conference Paper
The aim of this paper is to gain a greater insight into the branding activities of small and medium sized enterprises (SME’s) within the NorthWest of Ireland. Brands play an important role in instilling and evoking emotions and feelings towards that product or service and the organization. However, the majority of SMEs find it difficult to execute...
Conference Paper
This paper focuses on quality management practices within Irish service SMEs. The findings confirm that owner/managers do not involve themselves with quality practices on a continuous basis. Owner/managers, due to limited resources, are reluctant to formalise quality practices within their companies and instead spend much time ‘fire-fighting’. This...
Conference Paper
This paper focuses on attitudes toward quality programmes within small to medium Irish service businesses. In addition, the level of quality programme implementation is established and perceived benefits of and impediments to implementation are uncovered. The findings indicated that positive attitudes toward quality models were not widespread among...
Article
The purpose of this paper is to uncover the level of quality programme implementation within small to medium Irish service businesses and to assess perceived benefits of and impediments to implementation. A postal survey was carried out on a random sample of small to medium service enterprises within the island of Ireland in 2005. The results indic...
Article
This paper focuses on attitudes toward quality programmes within small to medium Irish service businesses. In addition, the level of quality programme implementation is established and perceived benefits of and impediments to implementation are uncovered. The findings indicated that positive attitudes toward quality models were not widespread among...

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Projects

Projects (2)
Project
The aims of this project are to explore the interaction preferences of Generation Z, and to uncover the impact of these new communication demands on marketing communications strategies