<p> Each year, over 300 billion dollars of print coupons are distributed, yet the redemption rate is less than one percent. As of 2010, 93% of the U.S. population has one or more cell phones providing anytime, anywhere access. Despite the 2009 economic downturn, Americans still spend 41% of their food budget outside of the home. The specific problem to be studied is the behavioral intention of young adults, 18 to 24 years of age, attending private, non-profit universities to use mobile coupons for casual restaurant dining. The purpose of this quantitative, cross-sectional correlation study was determining the relationship between five independent variables: (a) performance expectancy, (b) effort expectancy, (c) social influence, (d) fear of spam, and (e) opting-in; and one dependent variable: participants' behavioral intention to use mobile coupons for casual restaurant dining. The results demonstrated a strong positive correlation between all of the variables except fear of spam and the dependent variable: the behavioral intention to use mobile coupons for casual dining restaurants. There was no relationship between the fear of spam and the behavioral intention to use mobile coupons. This, in itself, was an important finding. Recommendations for using mobile coupons include coupon promotion as a component of the marketing mix, mobile coupons as a unique way of encouraging new menu items, creating an easy path to opt-in, and creative ideas for coupon face-value promotions. Mobile coupons have the potential to exceed the redemption rates of printed coupons.</p>

<p> The current qualitative phenomenological study was conducted to explore small and medium enterprise (SME) business leaders&rsquo; lived experiences with e-commerce practices. The central research question for the current study was as follows: What is the lived experience of SME leaders who have used e-commerce practices within their business with regard to the effect and critical success factors (CSFs) of e-commerce in the SMEs&rsquo; success? The findings of this study offer insights into how the adoption of e-commerce practices might help SMEs in Puerto Rico to achieve competitive advantage and contribute to their success or survival. The study served to define the knowledge and skills required for leaders to manage e-commerce operations. Research findings indicated that e-commerce helps to generate revenue and profitability for a business. A key negative aspect of e-commerce that leaders must consider is distrust in terms of security risks and identity fraud, among others. The study findings indicate that SME leaders in Puerto Rico are using e-commerce practices such as media advertising and promotion based on electronic marketing media, and cutting-edge technology through more interactive websites, among others. Other key factors for e-commerce success were the knowledge and skills that the SME leaders possessed, which included knowledge of technology like Web programming, and know how to create and use different tools based on computer systems, among others. The findings of the current study can serve as a roadmap to those considering adopting e-commerce, and lead future research related to the use e-commerce practices in SMEs.</p>

Firm's advertising and marketing expenditures do not always translate to measurable financial returns. Understanding brand value appropriation and financial consequences of advertising is important for more focused investments in branding and marketing. This quantitative study sought to understand the joint effects of advertising expenditure and brand value (BV) on firms return on assets (ROA) and on stock return (SR) in the computer industry. The theoretical framework of the study was the resource-based view theory that proposes that the intangible assets of a corporation have a direct relationship to its ability to sustain its competitive advantage. The key research question involved the joint and positive effect of a firm's advertising expenditure and brand value on return on assets and on stock return. The research design was a non randomized cross sectional study. The data consisted of advertising expenditures and brand value of 17 firms listed on the Interbrand annual global brand list from 2000 to 2007, ROA and SR extracted from each firms 10K and Morningstar financial report. The study used panel data modeling and time series of cross section analysis. Results showed positive correlation between ROA and BV, and between AER and BV. The association between brand value and ROA, even after accounting for the effect of advertising expenditure and the interaction effect between brand value and advertising expenditure, was statistically significant. Further research is needed to confirm the findings. Effective marketing increases firms' profitability. Profitable firms contribute more to causes that drive social changes in the areas of education, healthcare and food sustainability.