Natalie T. Wood

'No rules, just right' or is it? The role of themed restaurants as cultural ambassadors.

After mass media, ethnic-themed restaurants are possibly the second most influential socialising agents of foreign cultures. Whereas the media often depicts foreign cultures in a stereotypical manner, the opportunity exists in the hospitality field to offer consumers a more detailed and accurate insight into a culture. Yet, is this what consumers really want? This paper addresses an important question: How do spaces of consumption affect the perception and representation of ‘authentic’ culture? To explore this, a four-stage, cross-cultural (ie Australia and United States) qualitative study was undertaken to examine the role the Outback Steakhouse chain of restaurants plays in representing Australian culture in the United States. Findings revealed that US subjects were more accepting of the restaurant environment where it matched the images of Australia perpetuated by the media. By contrast, Australian subjects indicated that the image this restaurant provides is a largely stereotypical, outdated, inaccurate representation of their culture. Research implications and recommendations from a marketing, hospitality, and tourism perspective are provided.

Political Star Power and Political Parties: Does Celebrity Endorsement Win First-Time Votes?

Abstract Political parties, and more specifically public interest groups, budget extensive amounts of time and money to use celebrity endorsers for their candidate. Do celebrities bring forth enough value to warrant the time, effort, and money expended to make their endorsements public? Using a sample of first-time voters from the 2004 U.S. Presidential Election, the authors examine the extent to which celebrities influence voting while specifically assessing whether celebrity influence is greater for Republicans or Democrats. Implications and recommendations for future research are discussed.

Personalisation of online avatars: is the messenger as important as the message?

In traditional media, the selection of an appropriate source for communication (such as a celebrity) is left in the hands of the advertiser who generally adopts a standardised spokesperson for an entire target market. Online, the opportunity now exists for this spokesperson to be personalised to suit individual consumers, through the use of avatars. This exploratory study investigates the potential functions and manifestations of avatars as well as consumer preference for avatars as a direct source of communication. Using a non-probability referral sample of college educated females (aged 18?30) from Southern California, preliminary findings revealed that empowering female consumers to select their own source of communication for online apparel shopping may offer a more effective way of developing persuasive messages.

Update Status: The State of Social Media Marketing Curriculum.

The purpose of this research is to examine how the topic of social media has been integrated and executed within academic institutions and marketing courses. An exploratory survey of marketing educators that taught social media in their course(s) was undertaken. The survey addressed how social media was embedded within an institute’s curriculum, the amount of coverage given to social media, teaching approach taken, what specific topics were covered, instructional materials, type(s) of assessment, and unique pedagogical challenges the topic posed. Recommendations are provided to assist faculty in their social media curriculum development.

Maximizing Commerce and Marketing Strategies through Micro-Blogging

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