Business Commons^™

Warhol Speaks: How One Museum Leverages Communications Strategies To Engage In An Era Of Innovation And Value Creation, Kristina Kaufman, Peter Kaufman

Atlantic Marketing Journal

As museums face increasing competition for guests amidst a growing number of cultural options, these institutions are challenged to reinvent themselves to offer a more modern experience for guests that addresses inclusivity, and a balance of active (engaging) and passive (reflective) experiences. This paper documents researcher observation at The Andy Warhol Museum in Pittsburgh, Pennsylvania. Through the lens of sensory perception theory, several themes emerge as communication strategies that aim to offer visitor engagement and added value. This paper analyzes and highlights how museums can offer multisensory experiences which cater to guests’ ability to cognitively invest and engage with the …

Brand Engagement Through Branded Mobile Apps Among The “Small-Screen” Gen, Waros Ngamsiriudom, Trang Phuc Tran, Russell K. Lemken

Atlantic Marketing Journal

Using the technology acceptance model, this study examines the combined impact of brand and technology on users' intention to continue using the branded app. A Partial Least Square Structural Equation Modelling with data from 454 experienced branded app users reveals two mechanisms: perceived usefulness has a favorable influence on the customer-brand connection, and perceived simplicity of use improves the customer's brand experience. Branded app interactions and experiences increase customer brand engagement, resulting in continued use. The study offers managerial insights for businesses looking to improve brand experiences using mobile technology, highlighting the importance of technology-driven marketing tactics and user-friendly branded …

A Breadth Review Of Digital Landscape And Related Foundational Theories, Jie Gao Fowler, Amy Watson

Atlantic Marketing Journal

The dominating information technology of the present time is digital media. Platforms, like Facebook, Instagram, and TikTok encourage new types of connection, influencing friendships, family and peer groups, and business relationships while reshaping public involvement and discourse through influencers, memes, and viral media. However, algorithms dictate how social media is consumed, as well as the influence these platforms can have on individuals and society. As a result, the primary goal of this study is to investigate the impact of social media/artificial intelligence on society. This study examines the digital media ecosystem and its interaction with today's customers in depth. Furthermore, …

Millennials’ Perception Towards Adaption And Intention Of M-Banking: Experience From A Developing Country, Noman Hasan, Md. Shahed Mahmud, Abdul Gaffar Khan, Reshma Pervin Lima, Shiblu Miah

Journal of Global Business Insights

In recent years, m-banking has been developed rapidly around the world. The research aims to measure millennials’ perception towards adaption and intention of m-banking from a developing country’s perspective. A PLS-SEM modeling approach was performed to test the hypothetical model. The empirical results reveal that perceived ease of use, perceived security and privacy, and perceived cost significantly affect the millennials’ attitude to adopt m-banking. In contrast, perceived usefulness and perceived self-efficacy have an insignificant effect. Furthermore, attitude towards adopting m-banking significantly impacts adoption and intention among millennials. Practical and theoretical implications have been identified based on the study results.

Understanding Consumer Belief Of Locavorism On Food Consumption At Farmers’ Markets: Implications For Extension Professionals, Youngdeok Lee, Christopher Sneed, Michelle L. Childs

The Journal of Extension

Using an intercept method at two local farmers’ markets (n= 192), this study found the notion that local foods taste better and are more nutritious (i.e., lionization) and the notion that buying locally supports and contributes to the local economy and community (i.e., communization), positively influences consumers’ attitude towards shopping at their local farmers’ market. This positive attitude subsequently influences consumer purchase behavior. Extension professionals can utilize these data-driven results to aid in effective farmers’ market promotion by communicating micro-benefits (e.g., nutrition, taste) and macro-benefits (e.g., economic impact) to potential and current farmers’ market consumers.

Fanfiction: When Copyright Violation Benefits Brands, Ethan Milne, Kirk Kristofferson, Miranda Goode

Proceedings from the Document Academy

We investigate fanfiction (i.e., original fiction adopting elements of pre-existing media), as a copyright-violating phenomenon and show it can benefit brands. Our work first identifies two benefits of fanfiction: 1) reading fanfiction increases purchase intent for brand content, 2) and fanfiction production rates can be used to generate more accurate estimates of next-week TV viewership. Next, we identify that brands can grow their fanfiction communities by waiving copyright protection, thus removing a barrier to publication faced by many fanfiction authors. We demonstrate these results using two real-world datasets representing billions of words of fanfiction content, and one lab study (N=600).

Influence Of Production Method Information On Acceptance Of Precision-Grown Food Compared To Conventional And Organic Food: The Role Of Consumer Innovativeness, Lishan Su, Jason Ellis

Journal of Applied Communications

Precision farming is becoming crucial in the ongoing agricultural revolution due to its enhanced economic and ecological sustainability in food production compared to conventional farming. However, only a limited number of studies have focused on consumer acceptance of food produced through precision farming. To address this gap, an online experiment (n = 276) was conducted to investigate how production method information influences consumer beliefs of food quality (i.e., health, sustainability, and safety values), ultimately affecting consumer attitudes and purchase intentions toward precision-grown food. The findings suggest consumers exhibit higher quality beliefs, leading to more favorable attitudes and purchase intentions, toward …

How Trust In Human-Like Ai-Based Service On Social Media Will Influence Customer Engagement: Exploratory Research To Develop The Scale Of Trust In Human-Like Ai-Based Service, Jin Jingchuan, Shali Wu

Asia Marketing Journal

This research is on how people's trust in human-like AI-based service will influence customer engagement (CE). This study will discuss the relationship between trust and CE and explore how people's trust in AI affects CE when they lack knowledge of the company/brand. Items from the philosophical study of trust were extracted to build a scale suitable for trust in AI. The scale's reliability was ensured, and six components of trust in AI were merged into three dimensions: trust based on Quality Assurance, Risk-taking, and Corporate Social Responsibility. Trust based on quality assurance and risk-taking is verified to positively impact customer …

Paying Back To Good Deeds: A Text Mining Approach To Explore Don-Jjul As Pro-Consumption Behavior, Hojin Choo, Sue Hyun Lee

Asia Marketing Journal

More consumers are choosing pro-consumption for social change, but scholars know little about why and how consumers engage in pro-consumption behaviors. A newly emerged pro-consumption behavior called "Don-jjul,'' which appeared during the COVID-19 pandemic in South Korea, refers to compensating businesses that have engaged in altruistic actions by boosting their sales. This study used Latent Dirichlet Allocation (LDA) of topic modeling, sentiment analysis, and in-depth interviews to investigate the perceptions, motivations, and emotions regarding Don-jjul. As a result, the study revealed pro-consumers' perceptions of Don-jjul as "collective pro-consumption for contributing to social well-being.'' Don-jjul has two main motives: "supporting underdogs …

Nodding As A Catalyst For Improving Attitudes And Purchase Intentions In Online Context, Yusu Lee, Jinhee Choi

Asia Marketing Journal

This study investigates the influences of the head movement (nodding vs. head shaking vs. nothing) on consumer attitude and purchase intention toward the product in an online shopping context and introduces the consumer motivation (need vs. want) as a moderating factor for this relationship. Through two studies, this article finds that nodding, as opposed to head shaking or no movement, leads to more positive attitudes and higher purchase intentions toward the product, and this effect is strengthened when the shopping is pursued with a need compared to a want motivation. The effect is found specifically in the fashion industry, where …

How Google Advertisements Attract Consumers' Call-To-Action And Electronic Word-Of-Mouth, Tser-Yieth Chen, Hsueh-Ling Wu, Jiun-Hua Yun

Asia Marketing Journal

This study investigated central and peripheral route factors to assess the impact of Google Advertisements on how these factors contribute to users' call-to-action (CTA) and electronic word-of-mouth (e-WOM) behaviors. We explored the persuasive effects of Google Advertisements on consumers by using a dataset of 483 valid empirical samples from Taiwan. We employed structural equation modeling (SEM) to examine the hypotheses. The empirical results of this study indicate that both peripheral (image appeal) and central (information completeness) routes positively lead to the persuasion effect. This finding confirms that the peripheral and central routes increase the persuasion effect. The empirical results indicate …

The Effect Of Ewom On Movie Sales Considering Competition And Culture, Jungwon Lee, Cheol Park

Asia Marketing Journal

This paper aims to empirically analyze how competitive and cultural factors moderate the relationship between electronic word-of-mouth (eWOM) characteristics and sales in the US and Korean film industries. A conceptual model was developed based on the cue utilization theory (CUT) to analyze the role of cultural and competitive factors that moderate the relationship between three characteristics of eWOM (volume, valence, and variance) and movie sales. Data of 45 days of 163 films released in Korea and the US were collected and a total of 7,335 samples were analyzed by panel regression. As results, competitive factors enhanced the influence of the …

Enhancing The Visibility Of Traditional Craft Puspa Rinengga Batik Through Online Marketing Approaches, Mimi Savitri, Hayatul Cholsy, Uswatun Hasanah

ASEAN Journal of Community Engagement

This study addresses the visibility of traditional craft and focuses on developing a strategy to increase its exposure through online marketing platforms. Puspa Rinengga Batik Studio, a small and medium-sized enterprise in Sleman, Yogyakarta, Indonesia, specializes in creating batik with jangkang motifs. Despite their unique craft, the studio struggled with marketing their products, resulting in an imbalance between production and sales. This study explores a strategy to boost sales by leveraging social media for digital marketing. The approach involves empowering the community through workshops and implementing a sustainability program. As a result of this initiative, the studio successfully utilized social …

Effectiveness Of Generative Ai In Craft Beer Promotional Campaigns For Small Breweries, Christopher Eastment, Jangwoo Jo

ICHRIE Research Reports

The study explores the effectiveness of Generative AI, specifically Large Language Models (LLMs), in creating promotional campaigns for small breweries, with a focus on Burns Family Artisan Ales' Cold Spell IPA. It assesses the potential of LLMs in crafting narratives and marketing strategies, balancing creativity and relevance to the brand's identity. The research examines the LLM's capabilities in producing both textual and visual content, evaluating their alignment with marketing objectives and brand ethos. The findings reveal strengths in textual content creation but limitations in visual content, emphasizing the need for human oversight. The study contributes insights into integrating AI in …

The Role Of Augmented Reality In Improving Brand Attitude Through Perceived Enjoyment, Widyastuti Widyastuti

Journal of Marketing and Consumer Behaviour in Emerging Markets

Augmented Reality is a technology that is commonly used by businesses to market their products. The technology allows customers to test products online in order to deliver a more enjoyable purchasing experience. The study is aimed at investigating the impact of vividness and perceived informativeness, as a characteristic of AR, on brand attitude through perceived enjoyment. There are 204 respondents chosen using purposive sampling technique. They are women who used Augmented Reality when purchasing cosmetics online. The study used a path analysis with the assistance of Amos software. According to the findings, perceived enjoyment can strengthen the influence of vividness …

Interpreting Consumer Attitude Towards Milk Alternatives: A Purchase Intention Model For Marketing Success, Anjolize Wassenaar, Elizabeth Kempen

Journal of Marketing and Consumer Behaviour in Emerging Markets

Within an emerging market context, the purchase of dairy free milk alternatives is not well understood. The purpose of the article is to present a model within which purchase intentions of South African emerging market consumers can be interpreted, providing marketers with information on which product positioning upon market entry and continuous marketing strategies can be developed for the growing niche ultra-heat treated (UHT) milk alternative product category. Using a qualitative, exploratory-descriptive approach, data was gathered in-person and online from 35 participants through mini-focus groups and semi-structured interviews. Through inductive-deductive thematic data analysis, findings describe consumer purchase intention towards UHT …

Smile Brighter, Michigan: Inside The Mda Public Education Campaign, Rich Evans

The Journal of the Michigan Dental Association

The Michigan Dental Association's (MDA) Public Education Campaign, active for over three decades, aims to improve oral health and encourage visits to MDA-member dentists across Michigan. Funded by member dues, the campaign uses digital advertising and the smilemichigan.com website to educate the public. Key initiatives include the Find-A-Dentist tool, the "Healthy Mouth, Healthy Body" program, and various community outreach efforts. Upcoming features include the "Story Behind Every Smile" campaign, highlighting personal stories about the impact of dental health. By promoting proactive oral care, the MDA supports better overall health for Michigan residents.

Digital Transformation Perceptions In Tourism Businesses: The Case Of Batman Province, Ferhat Kurt

Journal of Mediterranean Tourism Research

This study explores the perceptions of digital transformation within tourism businesses in Batman Province, with a specific focus on accommodation, food and beverage and tourism agencies. Perceptions of digital transformation are considered to have of growing influence on the tourism business, and the research of these perceptions is a critical study not only for academic research but also for practical applications. Experiences, strategies, and challenges of the businesses in digitalization are studied with qualitative research methods, specifically semi structured interviews with five businesses running in Batman, Turkey. The findings highlight the varying degrees of digital transformation awareness and the different …

The Relationship Between Communication Styles And Nonverbal Communication Level: A Study On Tourist Guides, Melike Sak, Ali Turan Bayram, Gül Erkol Bayram, Anuj Kumar, Shakeel Basheer

Journal of Mediterranean Tourism Research

Communication, a fundamental tool in human interaction, encompasses a variety of methods and techniques. One such method, non-verbal communication, is a form of expression that transcends words or language. Instead, it relies on a spectrum of non-verbal cues, such as body language, eye contact, physical posture, gestures, and facial expressions, to convey meaning. In the context of tourist guiding, non-verbal communication is a key element. The non-verbal communication skills of tourist guides are pivotal in shaping the quality of the tour experience. By employing non-verbal communication techniques, guides can significantly enhance the quality of interaction with tourists, thereby optimizing communication …

Optimalisasi Penggunaan Energi Matahari Dalam Produk Photovoltaic Pada Era Ekonomi Sirkular, Amanda Syifa Adistri, Feriska Ajeng Anantri

Jurnal Vokasi Indonesia

Perubahan iklim menjadi salah satu masalah yang menjadi perhatian khusus bagi beberapa negara, termasuk Indonesia. Penggunaan energi secara terus menerus akan berdampak negatif, yaitu krisis energi dan pencemaran lingkungan berupa emisi karbon. Salah satu solusi yang dapat diimplementasikan untuk mengurangi emisi karbon yaitu dengan menggunakan energi alternatif. Salah satu penggunaan energi alternatif yaitu energi matahari. Energi matahari dapat dimanfaatkan sebagai energi listrik ramah lingkungan. Hal ini dikarenakan tidak adanya dampak negatif dalam penggunaannya serta mendukung adanya ketahanan energi baik di masa sekarang maupun di masa mendatang. Artikel ini bertujuan untuk memberikan pemahaman yang lebih mendalam tentang bagaimana cara mengurangi emisi …

The Use Of Sustainable Energy Resources In Accommodation Businesses: The Case Of Hakkâri, Murat Tamer

Journal of Mediterranean Tourism Research

This study addresses the utilization of sustainable energy resources. It aims to uncover the initiatives taken by the accommodation businesses in Hakkâri to use sustainable energy resources. To achieve this, a field study was carried out in the Center, Çukurova, and Yüksekova Districts of the city by employing qualitative research methodologies involving interviews. In-depth interviews were conducted with a study group comprised of five managers selected through non-random snowball sampling. The data collected from the field were subjected to descriptive analysis and presented within the thematic framework. The findings revealed that accommodation businesses are not only concentrated on water conservation …

Producing Hospitality Experiences At Exhibitions, Elizabeth K. Wada, Paulo Sergio Gonçalves De Oliveira, Anderson Soares Lopes

Journal of Mediterranean Tourism Research

This study presents considerations on the production of experiences in the environment of exhibitions in the city of São Paulo - SP / Brazil. Therefore, during the first phase of this investigation, bibliographical research was carried out on the subjects of hospitality, hospitality experiences, MICE - Meetings, Incentives, Conferences and Exhibitions, organizations and trade fairs. In the second part, a multiple case study strategy was adopted, consisting of the use of a case study protocol, observation and interviews with exhibition representatives. The question proposed in the research is: what are the aspects observed in the production of hospitality experiences when …

Factors Affecting The Recognition Of International Opportunities By Sme Entrepreneurs: Case Studies From The Creative Industries In Indonesia, Novika Candra Astuti, Intan Widuri Sakti, Agatha Rinta Suhardi, Oktora Yogi Sari, Desy Oktaviani, Zakiah Darajat

ASEAN Marketing Journal

Manuscript type: Qualitative paper

Research aims: To explore the factors influencing the recognition of international opportunities among entrepreneurs in emerging markets, focusing on small and medium-sized enterprises (SMEs).

Design/methodology/approach: This study employs multiple case studies, investigating six Indone- sian SMEs in the creative industries.

Research Findings: Entrepreneurs often recognize international opportunities through serendipi- tous events such as encounters with local agents, communications with foreign clients via Google Ads/Facebook Ads, invitations from government entities, and referrals from acquaintances. These international opportunities are often acknowledged based on prior business experience from initial internationalization, the use of social and business networks, and digital …

Bibliometric Research Of Postgraduate Theses On Technology Acceptance Model Prepared In The Field Of Tourism, Mustafa Said Kocabıyık, Engin Deniz Eriş

Journal of Mediterranean Tourism Research

Within the scope of the study, 16 postgraduate theses published in the field of tourism between 2000 and 2023 were examined within the framework of the Technology Acceptance Model (TAM) concept. In line with the study, it is aimed to reveal 23-year research trends in the field of tourism. The investigations were carried out within the scope of "Technology Acceptance Model" in the Thesis Center database of the Presidency of the Higher Education Institution and the data obtained from the studies were classified. Studies obtained; It is presented with parameters according to years, number of publications, thesis type, place where …

Emerging Themes Regarding Customer Perception Of A Third-Party Online Food Delivery Provider And The Implications For Operators, Shian-Lih Chen Mccain, Jeff Lolli, Emma Liu

Journal of Applied Marketing Theory

This study discusses third-party online food delivery providers' (OFDPs) continuing dominance post-pandemic and provides recommendations for providers and foodservice operators by analyzing customer comments regarding a third-party OFDP. Thematic Analysis, a data-driven inductive approach, was applied in this study to identify four emergent themes. 1) App Technology- Oriented Quality Attributes, 2) App Service-Oriented Quality Attributes, 3) Delivery Person’s Performance, and 4) Restaurant Food Quality. Technology-Oriented Quality Attributes had the highest frequency of mentions (533), followed by Deliverer’s Performance (531), Service-Oriented Quality Attributes (524), and Restaurant Food Quality (115) for a total of 1,703 mentions of which 461(27%) were positive and …

Whose Opinions Do We Listen To? The Influence Of Online Product Ratings And Price On Consumers, David Ackerman, Jing Hu, Barbara L. Gross

Journal of Applied Marketing Theory

User-generated reviews have become important to consumers in evaluating market offerings and making purchase decisions. This study takes an overall look at the evolving sources of information from which consumers draw to get information about products and services and focuses specifically on an electronics product, a smart phone. We examine the influence of online product ratings and reviews on consumers. Results from data analysis found that online consumer ratings may have more of an impact on consumers than do the ratings of experts. Consumers were more likely to purchase products receiving high ratings from consumers despite receiving low ratings from …

Empathy And Political Skill: Improving Salespeople’S Value Enhancing Behavior Performance, Megan C. Good, Charles H. Schwepker Jr.

Journal of Applied Marketing Theory

Little is known about the interface between empathy and political skill in sales. This study develops a model to reflect these characteristics and their impact on performance. Results from a study of 240 B2B salespeople contradict the a priori assumption that empathy may not be positively related to sales performance and challenge existing stereotypes that salespeople are not empathetic. Importantly, the findings show sellers employing empathy can generate enhanced outcomes. Also, this study extends our understanding that utilizing political influence spreads the benefit of empathy beyond the impact itself. Politically skilled B2B salespeople can better understand and display their empathy …

Comments From The Editor, Tulay Girard

Journal of Applied Marketing Theory

Welcome to the spring 2024 issue of the Journal of Applied Marketing Theory. The Journal of Applied Marketing Theory (JAMT) aims to provide a reputable platform for publishing academic research that advances marketing knowledge and offers insights for marketing managers.

In the current issue, we are pleased to present five manuscripts that offer unique insights into several diverse topics. Each article received praise from our review team, and we are happy to have the opportunity to present them to you in this edition of JAMT.

Understanding Course Success In Mandated Online Learning: The Role Of Computer And Computer- Mediated Communication Anxiety, Chris Zimmer

Journal of Applied Marketing Theory

Amidst the COVID-19 pandemic, many universities shifted to fully online learning. This study contributes to the existing online learning literature by examining the connection between course success, student engagement, and levels of computer and computer-mediated communication anxiety. The research delves into understanding the impact of anxiety on course engagement and the relationship between engagement and overall course success. Regression analyses were used to test hypotheses, revealing an interaction between computer anxiety and computer-mediated communication anxiety. The study underscores the importance of student engagement with course materials, particularly for assignments that require higher-order thinking. In contrast, objective quizzes and tests that …

When Consumer Brand Advocacy Goes Bad: A Study Of Key Drivers Of Extreme, Negative Activism, Esta D. Shah, Julia E. Blose, Reagan C. Kilpatrick

Journal of Applied Marketing Theory

This paper uses an active, two-party political landscape in the U.S. as a testing ground to study the effects of an individual’s level of perceived political identification, fantasy proneness, and conspiracy mentality as possible antecedents of extreme, negative activism (e.g. attacking a police officer) undertaken to protect one’s brand community. Two independent, national surveys conducted one week prior to the November 2020 presidential election (N=481) and again in March 2021 after the presidential transition (N=465) allowed us to study the relationship between the three variables among U.S. citizens with liberal or conservative perceived political identifications, and measure likelihood to engage …