Personal media are social media, mobile device applications, and communication interfaces that enable consumers to publish, share, and participate in two way conversations with other consumers and with firms. An interesting point of comparison is how marketing communication in mass media versus personal media bears strong resemblance to the distinction between the marketing of mass produced manufactured goods versus service. Moreover, mass media marketing communication shares commonalities in marketing philosophy focusing on the mass market of standardized tangible good products. In contrast, personal media marketing communication shares similarities in marketing philosophy focusing on service. Several research projects are undertaken to explore this position. The first essay is devoted to merging the domains of marketing communication in mass and personal media to various areas within the domains of standardized manufactured goods marketing and service marketing practice. Theory and philosophies establish the overlapping parallels between these domains in an effort to develop four research propositions. Whereas mass media marketing communication channels are traditionally a firm-controlled resource standardizing one-way marketing messages to a wide passive consumer audience, personal media are more interactive and create two-way exchanges. The result is two distinct service-related themes now relevant to a marketing communication channel. The first theme focuses on the interactive nature of personal media now enabling consumers to partake in service encounters within a marketing communication channel. The second theme focuses on personal media's interactive characteristics now enabling consumers to co-produce and customize preferences for marketing communication dissemination. The second essay builds upon some of the first essay's propositions using three studies to examine public service recovery attempts and the actions of dysfunctional consumers in personal media. The third essay uses empirical data across multiple studies to support a co-production strategy for personal media marketing communication. In combination, all three essays highlight the importance to use a service-perspective as a supplemental management philosophy for personal media marketing communication channels. / A Dissertation submitted to the Department of Marketing in partial fulfillment of the requirements for the degree of Doctor of Philosophy. / Summer Semester, 2013. / June 6, 2013. / co-production, mobile devices, personal media, service, service recovery,
social media / Includes bibliographical references. / Charles F. Hofacker, Professor Directing Dissertation; Jay Rayburn, University Representative; Michael K. Brady, Committee Member; Michael D. Hartline, Committee Member.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_183651 |
| Contributors | Bacile, Todd (authoraut), Hofacker, Charles F. (professor directing dissertation), Rayburn, Jay (university representative), Brady, Michael K. (committee member), Hartline, Michael D. (committee member), Department of Marketing (degree granting department), Florida State University (degree granting institution) |
| Publisher | Florida State University, Florida State University |
| Source Sets | Florida State University |
| Language | English, English |
| Detected Language | English |
| Type | Text, text |
| Format | 1 online resource, computer, application/pdf |
| Rights | This Item is protected by copyright and/or related rights. You are free to use this Item in any way that is permitted by the copyright and related rights legislation that applies to your use. For other uses you need to obtain permission from the rights-holder(s). The copyright in theses and dissertations completed at Florida State University is held by the students who author them. |
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