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Dissertation/Thesis Abstract

Generational preferences in marketing medium selections of animal adoptions in nonprofit organizations: A correlational study
by Casale, Natalie, D.M., University of Phoenix, 2015, 154; 3708595
Abstract (Summary)

Community leaders of nonprofit animal rescue organizations have options in determining if investing donated dollars in digital marketing or social networking services are profitable communication strategies for advertising adoptive companion animals. The alternative is to continue with traditional marketing tactics. Pet adopters may seek gratification of marketing mediums differently based on generational differences. Providing the leaders generational preferences of marketing mediums could present the proper tools for adopting out companion animals before euthanasia. This correlational study addressed the marketing preferences of advertising homeless animals from adoptive parents for generational cohorts Matures, Baby Boomers, Xers, and Millennials. A self-designed survey was distributed to 249 adoptive parents at the premises of the two participating nonprofit animal rescue organizations for a three-month period. The survey questions were designed to assist in providing information to the problem. The specific problem is homeless companion animals may not be marketed properly satisfying the gratifications based on generational differences of potential adoptive parents. The purpose of this correlational study was to determine if a relationship exists between the generational cohort of the adoptive parent and the marketing medium preferences regarding homeless animals temporarily residing in Monmouth County, New Jersey. A Spearman’s rho correlation coefficient was calculated for marketing medium tactics used to advertise homeless pets. The study revealed a relationship between a generational cohort and it’s marketing medium preferences radio, mobile applications, Facebook, Twitter, Pinterest, YouTube, blog, and Instagram. The results suggested advertising on these marketing mediums is preferred by the younger generations, Millennials and Xers.

Indexing (document details)
Advisor: Mims-Word, Marsha
School: University of Phoenix
School Location: United States -- Arizona
Source: DAI-A 76/10(E), Dissertation Abstracts International
Subjects: Marketing, Management
Keywords: Animal rescue, Correlation, Generation, Marketing, Nonprofit, Social media
Publication Number: 3708595
ISBN: 978-1-321-83992-0
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