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Increasing the Effectiveness of Location-Based Advertising

Description: Location-based ads are defined as any ads that are sent by an identified source to consumers' mobile devices when they are around the advertised product/store. Although mobile ad spending is said to have accounted for 68% of all digital ad spending in 2020, knowledge of how businesses can use mobile and location-based technology to reach their customers effectively is limited. Thus, the purpose of this three-essay format dissertation is to review the literature on LBA and identify the gaps in t… more
This item is restricted from view until September 1, 2027.
Date: August 2022
Creator: Thapa, Sajani
Partner: UNT Libraries
open access

Exploring the Complex Exchange Relationships in Direct Selling Channels

Description: This dissertation research explores the factors that influence direct selling agents' sales performance and job satisfaction. In the direct selling channels, the agents not only sell the products to customers. They may concurrently perform a "distributor" role as a stand-alone entity composed of their own sales network. This dissertation research features two essays. The first essay investigates how direct selling agents' perceptions of control and sense of belonging relate to PO. This ess… more
Date: December 2021
Creator: Geng, Guanyu
Partner: UNT Libraries

Two Essays Examining the Effects of AIVA Search on Cognition, Emotion and Choice

Description: AI-enabled virtual assistants (AIVAs) have become increasingly popular (e.g., Amazon Alexa, Google Home) and assist consumers with various tasks, including home automation, access to media, entertainment, and shopping. Essay 1 focuses on the outcomes of consumers' lost autonomy after information search using AIVAs versus an online search engine (e.g., Google). Drawing on research in advances in AI technology, I predict that interacting with AIVAs (versus online search engines) will lead to seve… more
Date: May 2022
Creator: Pricer, Laura
Partner: UNT Libraries

The Effect of Online Consumer Reviews and Brand Equity on the Consumer Decision Making Process

Description: This research aims to investigate the (1) review effects on consumer decision making process, (2) effects of negative reviews on brand equity, and (3) consumers' likely response to a brand's request for reviews. The objective of the first essay is to investigate the nature of the relationship between skepticism and consumer decision making in an online behavior context. Its second objective is to know whether people's belief on their abilities or their hedonic principle moderates the relationsh… more
Date: December 2021
Creator: Ahmad, Fayez
Partner: UNT Libraries
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