Digital Commons Network^™

Identifying The Actual Impact Of Online Social Interactions On Demand, Dong Soo Kim

Asia Marketing Journal

Firms often engage in manipulating online reviews as a promotional activity to influence consumers' evaluation on their products. With the prevalence of the promotional activities, consumers may notice and discount the reviews generated by the promotional activities. Discounting the firm-generating reviews may cause systematic measurement errors in the valence variable and lead to a negative bias when estimating the effect of consumers' organic reviews on demand. To correct the bias, this study proposes including product-specific bias-correction terms representing the proportion of extreme reviews in analysis. For illustration, the proposed method is applied to a demand model for data of movies …

Csr Communication Strategy: Avoiding Consumer Skepticism Considering Product Type And Firm Size, Maisy Dauphinais, Setare Mohammadi, Lin Guo

Association of Marketing Theory and Practice Proceedings 2023

According to prior study, applying a promotional tone may diminish the credibility of the CSR message. To the best of our knowledge, prior studies did not distinguish between luxury and everyday products when determining the most effective technique for highlighting their CSR initiatives and accomplishments. Furthermore, these tactics may need some adjustments for organizations of various sizes, which hasn't been researched before. Results show that three variables—company size (small/large), product type (luxury/fairly priced), and communication style (factual/promotional)—influence customer CSR skepticism. According to our findings, if a firm is big and sells luxury goods, it's ideal to use a factual tone …

Effectiveness Of Checkout Charities: Exploring Generational Differences, Shaylee R. Ferguson, Lauren Beverly, Jamye Foster

Association of Marketing Theory and Practice Proceedings 2023

As consumer-brand relationships continue to evolve, the role of cause-related marketing (CRM) is becoming increasingly complex (Mohr et al., 1998). A specific type of CRM, checkout charities, is becoming common in brick-and-mortar and online retailers (Sudbury & Vossler, 2021). Previous check-out-charity research has focused on consumer stress and cause fit while ignoring the influence of generational differences on perceptions and participation. Research has found that some generational groups differ in motivations for giving and donation expectations, thus impacting consumer behaviors in the context of checkout charities. Therefore, this study will attempt to answer the following research question: Do younger generations …

Sounds Good To Me: How Communication Mode And Priming Affect Auditor Performance, Mary Parlee Durkin, S. Jane Jollineau, Sarah C. Lyon

Accounting Faculty Articles and Research

Audit associates routinely interact with clients to request explanations and evidence regarding financial statement account balances. Client explanations may be vague or incomplete. We examine whether auditors' assessments of the quality of client explanations and their decision to follow-up with the client are influenced by (1) communication modes that vary in media richness, and (2) a prime that is intended to stimulate skeptical behavior. Media richness refers to the amount of data inherent in the communication mode. We predict that richer communication modes, such as video, can be more distracting than less rich communication modes, such as email. More distracted …

All On Board? Board Diversity Trends Reflect Signs Of Promise And Concern, Lisa Fairfax

All Faculty Scholarship

This Article argues that while there is considerable reason to be optimistic about the possibility that board diversity efforts will create meaningful change in the number of women who occupy board positions, that optimism must be tempered by certain trends suggesting that the board diversity effort will continue to confront challenges. The recently enacted California law mandating board diversity has the potential to significantly increase board diversity not only at those companies that fall within the law’s purview, but also with respect to other companies that may be motivated to increase their board diversity efforts as a result of the …

Apologetics Without Apology: Arguments For The Existence Of God From Business & Economics, Michael E. Cafferky

Faculty Works

This paper offers the reader ways for the business practitioner to participate in Christian apologetics. Apologetics is defined. The purpose and tasks of apologetics is described. A case is made for the importance of Christian apologetics. Several tactics are introduced that offer potential for the Christian apologist. A matrix describes the potential opportunities to develop Christian apologetics for the context of business and economics. A discussion follows regarding the implications for business scholars and Christian business school curriculum at all levels.

Self-Correcting Kelly Strategies For Skeptical Traders, Aaron C. Brown

International Conference on Gambling & Risk Taking

The Kelly criterion gives the appropriate bet size in idealized situations with known parameters. In financial trading situations parameters are generally unknown and the mathematical assumptions underlying the Kelly proof are not met precisely. Moreover a risk manager typically must cooperate with a trader who may be skeptical about both the Kelly criterion specifically and the concept of mathematical optimization of bet size in general.

This presentation tackles the problem of designing a Kelly-based system for setting trade risk management parameters that is both self-correcting (the system delivers good results even if initial parameter are misestimated or parameters change) and …

Is Corporate Rebranding A Double-Edged Sword? Consumers` Ambivalence Towards Corporate Rebranding Of Familiar Brands, Grace Ing Phang

Asia Marketing Journal

Corporate rebranding has been evident in the qualitative corporate rebranding studies as an imposed organizational change that induces mixed reactions and ambivalent attitudes among consumers. Corporate rebranding for the established and familiar corporate brands leads to more ambivalent attitudes as these companies represent larger targets for disparaging information. Consumers are found to hold both positive and negative reactions toward companies and brands that they are familiar with. Nevertheless, the imposed change assumption and ambivalent attitude, in particular corporate rebranding, have never been widely explored in the quantitative corporate rebranding studies. This paper aims to provide a comprehensive empirical examination of …

Perceived Firm Transparency: Scale And Model Development, Jennifer Dapko

USF Tampa Graduate Theses and Dissertations

In the last few years alone, calls for transparency by consumers have grown louder. No longer are consumers willing to sit back and allow firms to make `closed door' decisions that benefit the company (and its executives) at the expense of consumers and society. This dissertation begins to answer the call for a greater understanding of transparency from both practitioner and academic perspectives. In particular, this dissertation focuses on systematically developing a succinct definition of perceived firm transparency, developing a valid measure of transparency, and empirically testing antecedents and consequences of transparency.

Two studies were conducted to develop the transparency …