Business Commons^™

Curating A Consumption Ideology: Platformization And Gun Influencers On Instagram, Jenna M. Drenten Ph.D., Lauren Gurrieri, Aimee Dinnín Huff, Michelle Barnhart

School of Business: Faculty Publications and Other Works

This study explores how a platform enables social media influencers to promulgate a consumption ideology. We show how gun influencers, or “gunfluencers,” use Instagram to link products, activities, and meanings to Second Amendment ideology – a gun-centric belief system in the United States colloquially known as “2A ideology.” Through a qualitative study of 25 Instagram gunfluencers, we identify a process of curating a consumption ideology wherein social media influencers employ four curatorial tactics: glamourizing, demystifying, victimizing, and tribalizing. Findings suggest gunfluencers extend audiences and leverage algorithms to prescribe and model how supporters of 2A ideology should look, act, speak, feel, …

Deciphering Consumer Commitment: Exploring The Dual Influence Of Self-Brand And Self-Group Relationships, Brittney Bauer, Brad D. Carlson, Mark J. Arnold

School of Business: Faculty Publications and Other Works

Consumer-brand relationships are highly valued as brand-committed consumers are thought to deliver many positive outcomes for affiliated brands. However, in addition to connections between individuals and brands, consumer-brand relationships also involve relationships between individuals and other brand users. Little attention has been given to the potential consequences associated with commitment to other brand users as compared to the brand itself. Therefore, our framework establishes two distinct types of consumer-brand relationships (i.e., self-brand relationships vs. self-group relationships) that differentially influence brand commitment versus group commitment, leading to contrasting effects on both desirable and undesirable brand outcomes. Specifically, our studies illuminate …

Centering Transgender Consumers In Conceptualizations Of Marketplace Marginalization And Digital Spaces, Beck Hansman, Jenna Drenten Ph.D.

School of Business: Faculty Publications and Other Works

The purpose of this study is to center transgender consumers in the conceptualizations between marketplace marginalization and digital spaces. We examine trans-gender crowdfunding as a hashtag-bounded digital space created by and for the transgender community–namely, the #TransCrowdFund digital space on Twitter. We draw on trans digital geographies as a novel analytical lens to focus attention on transgender consumers' unique experiences in and between digital spaces. Through qualitative hashtag mapping, we analyzed a sample of 200 Twitter profiles and accompanying tweets drawn from individuals using the#TransCrowdFund hashtag. Findings suggest transgender consumers utilize crowdfunding as a hashtag-bounded digital space in three ways: …

Influencer Celebrification: How Social Media Influencers Acquire Celebrity Capital, Gillian Brooks, Jenna Drenten Ph.D., Mikolaj Jan Piskorski

School of Business: Faculty Publications and Other Works

The digital age has given rise to new pathways for everyday individuals to accrue media attention, which can be translated into promotional endeavors. Such sociocultural currency is referred to as celebrity capital, which can be exchanged within the field of advertising through celebrity endorsements. Traditional celebrities acquire celebrity capital through institutional intermediaries such as sport, television, music, and movies. Research is needed to understand the unique process by which social media influencers (SMIs) acquire celebrity capital. We draw on interviews with 40 global advertising industry practitioners and influencers to better understand how influencers acquire celebrity capital in a saturated media …

Un/Re/Doing Gender In Consumer Research: In Conversation With Pauline Maclaran, Lisa Peñaloza, And Craig Thompson, Jenna M. Drenten, Pauline Maclaran, Lisa Peñaloza, Craig J. Thompson

School of Business: Faculty Publications and Other Works

This article documents a panel conversation with three exceptional scholars in the domain of gender and consumer research— Pauline Maclaran, Lisa Peñaloza, and Craig Thompson. The panel was moderated by Jenna Drenten.

Gender East And West: Transnational Gender Theory And Global Marketing Research, Katherine Sredl

School of Business: Faculty Publications and Other Works

Much of the prior scholarly research on global gender and marketing tends to focus on development. The post-socialist space does not fit neatly into this paradigm, given the diversity of its legacy of ideology, industrialization, feminist thought, and the post-socialist experience of privatization, democratization, European Union expansion, and, in some cases, war. This chapter uses the history of feminist thought in Yugoslavia and Croatia to highlight the contribution the post-socialist space brings to global gender and marketing research: questioning the role of the state in securing rights and questioning assumptions about individualism in a neoliberal era. I argue for an …

The Arizona Market: A Marketing Systems Perspective On Pre- And Post-War Developments In Bosnia, With Implications For Sustainable Peace And Prosperity, Katherine Sredl

School of Business: Faculty Publications and Other Works

Through this longitudinal study of a historically significant, complex, conflicted and evolving macromarketing space, Bosnia’s Arizona Market, the authors reveal that marketing systems are not merely random artifacts of human behavior; rather, they are adaptive, purposeful, can be pernicious and/or provisioning, and ultimately—if they are to reflect our humanity—must be well integrated into other prosocial systems to affect the best possible outcomes for all stakeholders. By engaging with a marketing system in a post-conflict, divided society, we are better able to understand the genesis and evolution of markets and marketing systems; the relationships among war economy, peace accords, and the …

Environmental Ethics: Theory And Implications For Marketing, Raymond Benton Jr.

School of Business: Faculty Publications and Other Works

Many marketers recognize they have obligations toward the non-human world, obligations that are not fully understood. This chapter sheds light on how such marketers can justify their own feelings and persuade others. The chapter begins with the historical rise of environmental consciousness before discussing the two most influential of the Western ethical theories: Kantianism and utilitarianism. It then discusses their shortcomings before moving on to the sentimentalist approach to ethics that comes down to us from David Hume and Adam Smith. A direct line from the sentimentalist approach is drawn to the environmental/ecological ethics of Aldo Leopold. Much is left …

World Cup 2014: Macromarketing Views From Croatia, Clifford J. Shultz

School of Business: Faculty Publications and Other Works

309 World Cup 2014: Macromarketing Views from Croatia Bruno Grbac, University of Rijeka, Croatia Clifford Shultz, Loyola University Chicago, USA This extended abstract is an abriged version of a longer document articulating a study on the effects of the FIFA World Cup, an organizationally, financially, economically and politically demanding quadrennial sporting spectacle that affects billions of global citizens. This reality raises questions about the effects of the World Cup on the marketing system of the host country and the participating countries, as well as institutions and people in them. As a step toward sharing insights the authors analyzed secondary data …

War, Civil Unrest, Failed States, And Other Extreme Threats To Marketing Systems, Clifford J. Shultz, Samer Abdelnour

School of Business: Faculty Publications and Other Works

Well-functioning markets and marketing systems are intended to enhance and to sustain the survivability and security of societies and the people who comprise them (e.g., Fisk 1967; Layton 2007; McMillen 2002; Shultz 2007; Wilkie and Moore 1999; World Bank 2014). For myriad reasons – natural or human-induced cataclysms and resource scarcity to list a few examples – marketing systems sometimes are disrupted or fracture (e.g., Shultz 1997; in press). This can have profound and often horrific effects on individuals, families, communities, countries, regions, and occasionally – at least twice in the form of two World Wars – global upheaval. The …

The Fifa World Cup: Analyses And Interpretations Of The World’S Biggest Sporting Spectacle, Clifford J. Shultz, Rodrigo Castilhos, Andres Alberto Barrios Fajardo, Bruno Grbac, Andreas Chatzidakis, Alexander Nill, Almir Peštek

School of Business: Faculty Publications and Other Works

This special session assembles scholars from various countries with keen interests in the marketing and societal dynamics of the world’s most popular sporting spectacle, the FIFA World Cup. It builds on a stream of research in, for example, ethology (e.g., Morris 1981) economics (e.g., Kuper and Szymanski 2014) consumer behavior (e.g., Shultz 1998; Tavassoli, Shultz and Fitzimons 1995), marketing (e.g., Shultz et al. 2010) and macromarketing (Shultz and Burgess 2011) that explores the systemic complexities of this enormous, global extravaganza and the extent to which it benefits and/or harms myriad players, fans, local and global consumers, companies, governments, societies and …

Devastation And Rebirth: A Longitudinal Study Of Bosnia’S Arizona Market, With Implications For Markets, Marketing And Society, Ruzica Brecic, Clifford J. Shultz, Katherine Sredl, Natasa Renko

School of Business: Faculty Publications and Other Works

In this presentation, we share findings from a longitudinal study—twenty years and counting—on the role of Arizona in the war and the peace in this highly contested region of Bosnia. Data were/are collected via site observations and retrospective interviews to explore the emergence of entrepreneurship in Brčko, Bosnia before, during and after the war. A synthesis and assessment of findings led to the exploration of the ways that the terms of Dayton and the implementation of Dayton by NATO IFOR, Task Force Eagle, 1st Armored Division (November and December 1995) and 1st Infantry Division (1996-2004), US Army, contributed to the …

Revisiting Marketing As Constructive Engagement: Linking Policies And Managerial Practices, Clifford J. Shultz

School of Business: Faculty Publications and Other Works

Policies that initiate or support responsible micromarketing institutions and practices can be some of the most important catalysts to socioeconomic development and sustainable peace and prosperity, particularly in distressed or devastated political economies. Such polices and the accordant positive marketing forces might be considered a form of constructive engagement. The consideration of constructive engagement, including the idea that managerial marketing can be complementary to macromarketing, is gaining currency among some macromarketers, and is explored in this presentation. The author discusses some evolving successful cases from fieldwork in developing, devastated, transitioning and/or recovering economies.

Making Choices While Smelling, Tasting, And Listening: The Role Of Sensory (Dis)Similarity When Sequentially Sampling Products, Dipayan Biswas, Lauren Labrecque, Donald R. Lehmann, Ereni Markos

School of Business: Faculty Publications and Other Works

Marketers are increasingly allowing consumers to sample sensory-rich experiential products before making purchase decisions. The results of seven experimental studies (two conducted in field settings, three conducted in a laboratory, and two conducted online) demonstrate that the order in which consumers sample products and the level of (dis)similarity between the sensory cues of the products influence choices. In the absence of any moderators, when sampling a sequence of sensory-rich experiential products (e.g., fragrances, chocolates, flavored beverages, music) with similar sensory cues (e.g., smell, taste, color, sound), consumers prefer the first product in the sequence. However, when sampling a sequence of …

Creating A Successful Marketing Strategy For Your Small New Business, Stanley F. Stasch

School of Business: Faculty Publications and Other Works

Strategies for marketing small businesses.

According to the Wall Street Journal, 572,900 new businesses were started in the United States in 2003—and 554,800 businesses failed that same year. Perhaps that dismal statistic comes from the fact that more than 95 percent of all small, new businesses make one or more of the four major marketing strategy mistakes identified in this book.

Not Just A Party In The Parking Lot: An Exploratory Investigation Of The Motives Underlying The Ritual Commitment Of Football Tailgaters, Jenna M. Drenten, Cara Okleshen Peters, Thomas Leigh, Candice R. Hollenbeck

School of Business: Faculty Publications and Other Works

This study examines the underlying motives within the ritual of football tailgating and the influence of these motives on ritual commitment. Employing an ethnographic approach, methods include participant observation, informal conversations, and formal interviews. Findings indicate that four basic motivations and the dual nature of these motives perpetuate the tailgating ritual: involvement (preparation and participation), social interaction (camaraderie and competition), inter-temporal sentiment (retrospection and prospection), and identity (collectivism and individualism). The data illustrate that the duality of these motives perpetuates consumers’ commitment to the ritual of tailgating and thus motivates participants to continue tailgating over time. Theoretical and sport marketing …

Orientations For Marketing Systems: The Leisure Alternative, Raymond Benton Jr.

School of Business: Faculty Publications and Other Works

No abstract provided.

Work, Consumption, And The Joyless Consumer, Raymond Benton Jr.

School of Business: Faculty Publications and Other Works

No abstract provided.