Advertising and Promotion Management Commons^™

Illuminating The Pathway From Social Media Marketing Stimuli To Skincare Brand Choice Through Product Effectiveness, Elfi Elfi, Sabrina O. Sihombing, Ferdi Antonio

Asia Marketing Journal

This study illuminates factors driving skincare brand choice by examining the role of product effectiveness in the social media marketing context. Using quantitative approach with Structural Equation Modeling on data from 217 Gen Z respondents, the research focuses on two key social media marketing stimuli: nano influencer marketing and short video content marketing. The findings reveal that product effectiveness significantly mediates the relationship between these marketing stimuli and consumer brand selection. While various marketing stimuli can attract consumer attention, the perceived effectiveness of the product is the primary driver of brand choice. Additionally, the study highlights the importance of selecting …

Beyond Revenge Spending: Exploring The Role Of Loneliness And Online Brand Equity In Sustained Luxury Consumption Among Asian Mz Adults, Sukyoung Kang, Sanghee Kim

Asia Marketing Journal

This study examines the relationship between loneliness, online brand equity, and luxury purchase intentions among Asian MZ adults. While prior research attributed the surge in luxury purchases during COVID-19 to ``revenge spending'' aimed at alleviating negative emotions, this study suggests that individuals leverage loneliness, transforming it into a driving force for luxury consumption by addressing emotional needs rather than simply compensating for distress. By highlighting online brand equity as a moderating factor, the study demonstrates how luxury brands, traditionally reliant on offline experiences, can leverage digital channels to connect with Asian MZ consumers. Based on a survey of 200 participants, …

Editorial: A New Chapter For Asia Marketing Journal, Woojung Chang, Minki Kim, Jaehoon Lee, Choongbeom Choi

Asia Marketing Journal

No abstract provided.

Connecting Emotionally: Examining The Impact Of Narrative Video Advertising On Consumer Involvement And Brand Attachment, Anni Rahimah, Shannon Saghava Aqfa Dzikrullah, Ameylia Ayu Astira

BISNIS & BIROKRASI: Jurnal Ilmu Administrasi dan Organisasi

The increasingly competitive advertising landscape necessitates innovative strategies to engage potential customers effectively. This study investigates the impact of emotional and narrative-driven video advertisements on attitudes toward advertisements and advertisement involvement, ultimately fostering emotional brand attachment among viewers. This research adopts a quantitative approach, employing Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) using SmartPLS 4 software. Data were collected through a structured survey involving 131 respondents who had utilized the GoSend service in DKI Jakarta, Indonesia. The results demonstrate that emotional and narrative elements in video advertisements exert a significant positive influence on viewers’ attitudes toward advertisements …

Can Kirana Stores Compete In India's E-Commerce Revolution? Rethinking Traditional Retail In The Digital Age, Anshi Jindal, Ashwarya Kapoor

Management Dynamics

E-commerce has reshaped the global retail landscape bringing both disruptions and opportunities specifically in emerging markets like India. This paper explores the evolution of e-commerce in India and its impact on traditional retail particularly unorganized Kirana stores. By analysing market trends, consumer behaviour and policy implications, the study examines how conventional retailers are adapting to digital transformation. Using Reliance Retail’s JioMart initiative as a case study, it provides insights into the integration of digital and physical retail ecosystems. While e-commerce challenges Kirana stores, it also fosters innovation, growth and the emergence of hybrid retail models.

The Nfl And The Digital Era: How Social Media Has Redefined The National Football League, Lexis Brattain

Whittier Scholars Program

To summarize this senior project, you can look at it from two perspectives. One being- a sports fan interested in fan engagement, or someone more interested in social media marketing. This paper shows how both work together to improve one another just the same. As the NFL transitioned from traditional marketing to a dynamic, real-time digital strategy, social media emerged as a powerful tool to reach diverse audiences and foster deeper connections with fans. By leveraging platforms, the NFL has not only expanded its global digital footprint but also redefined its presence in the entertainment industry. This report analyzes the …

What You See Is Not What You Get: Food Advertising Amidst The Global Overweight And Obesity Pandemic, Marija Ocokoljic

Journal of Marketing and Consumer Behaviour in Emerging Markets

The tandem issue of obesity and overweight is a serious global issue that has attained pandemic scale. Media, particularly advertising, plays an active role in shaping perceptions and behavioural patterns, influencing both how and what people eat. This paper analyses food advertising in Serbia in 2023 in the context of promoting dietary habits. Content analysis of commercials aired on a selection of television stations during the year showed the overwhelming prevalence of ads for food high in fat, sugar, and salt (HFSS), with confectionary products in lead positions. Commercial narratives centre on framing them as sources or catalysts for joyful, …

A Machine-Learning Tool-Supported Methodology For Nonprofit Donor Analysis, Corbin Weiss

Campus Research Month

We developed a machine-learning tool-supported methodology for modeling the nonprofit donor relationship. This approach was demonstrated in the case of a US-based nonprofit. Conclusions were drawn from this example and tool-support provided for use by other nonprofits.

How To Industry Plant Yourself, Ted Childish

Digital Laboratory: Publisher of Internet Journal

Ted Childish is an artist, creative mind, and cultural organizer working at the intersection of digital culture and contemporary creative economies. His practice spans from conceptual ideation to visual production and designed objects, all approached with a distinct material sensibility. How to Industry Plant Yourself is an analysis of the contemporary creative landscape, delivered in the format of a 'how-to' presentation — a familiar trope of the social media era. This work employs graphic design strategies akin to a pitch deck, symbolizing the increasingly transactional and performative environments in which creatives navigate their careers today.

Exploring The Web And Language Accessibility Of Medical Tourism Providers’ Websites: Implications For Online Marketing And Patient Recruitment Practices, Alicia Mason, Elizabeth Spencer, Kristen Livingston, Treyton Meyers

Faculty Submissions

Background: Web accessibility as an attribute of the digital presence of organizations has been studied across domains and contexts. Our study aims to add to existing lines of research inquiry by examining the web and language accessibility of medical tourism provider (MTP) websites commonly used to market and promote international medical tourism treatments and services globally.

Objective: This study aims to (1) systematically analyze the web and language accessibility of MTP online health messages and (2) discuss challenges and implications for medical tourists’ user experiences when seeking health information online.

Method: We conducted an exploratory quantitative content analysis of web …

State Of Women In The Media: A Look At Kenya, Tanzania, And Uganda - Policy Brief 2025, Hesbon Owilla, Nancy Achieng' Booker, George Nyabuga, Shitemi Khamadi, Alykhan Peermohamed, Clare Mogere, Pauline Muriuki

Graduate School of Media and Communications

In 2023, Aga Khan University’s Graduate School of Media and Communications (AKU-GSMC) undertook a study examining the representation of women in East African news media organisations with a focus on the coverage and portrayal of women in prominent newspapers, television, and digital news platforms across Kenya, Uganda, and Tanzania. The study specifically sought to assess gender representation within the media workforce, the distribution of leadership roles and responsibilities in media companies, and the way women are covered and portrayed in the media. Using content analysis, the study reveals that women are frequently underreported in news stories and disproportionately portrayed in …

Understanding Med Spa Preferences, Lee O. Brannon Iii, Tabor L. Schilling, Baily R. Trettel, Nancy B. Alden

AMTP Proceedings 2025

This study aimed to understand the key factors that influence client loyalty, determining the most effective marketing channels, and analyzing industry trends and client preferences, in order for med spas to increase their number of client bookings. Utilizing a survey, the researchers gathered data on client demographics, preferences, and behaviors related to aesthetic services. The analysis highlighted the critical elements of client retention, the impact of various marketing strategies, and the competitive landscape. By analyzing the results, the researchers provided descriptive analysis of demographic variables and client preferences. This research provided actionable insights to enhance client loyalty, attract new clients, …

“Do I Stand On My Own” Or “Are We All In This Together”? The Effect Of Collectivist Marketing Messages During Challenging Times Like Pandemic, Milad Hour, Golshad Parsimoghadam

AMTP Proceedings 2025

During the pandemic, as people dealt with fatalities, lockdowns, and the psychological impact of reduced social interactions, some marketing messages still captured significant public attention. What was the key element contributing to the success of these communications during such challenging times? This study focuses on the role of collectivism as a stress-coping mechanism included within marketing communications. Analyzing approximately 56,000 brand-generated posts on Platform X, the research examines how the use of collectivist language (e.g., we, us, etc.) relates to message likability, particularly as the pandemic nears its peak. The findings reveal that collectivist terms are positively associated with the …

The Emergence Of Artificial Intelligence-Driven Reservation Services Analyzed Through Push-Pull-Mooring Theory And Their Potential To Enhance Tourism Experiences, Dimitra Skandali, Muhammad Ali Raza

Journal of Global Hospitality and Tourism

Artificial intelligence-based bath bed reservation services signify a novel evaluation of consumer behavior in densely populated tourist destinations. The phenomenon of overcrowded beaches, particularly during the peak summer months at well-known public beaches in Europe, has increased demand during rush hours. The research aims to clarify the key factors that influence the use of these applications, primarily on mobile phones, by applying the Push-Pull-Mooring Theory, in addition to identifying the primary causes of the high demand and the importance of staying close to the shore when sunbathing. The study emphasizes the impact of perceived risk and enjoyment on user behavior, …

Consumer Insights About Restaurant And Bar Preferences, Griffin D. Burt, Richard Kaminski, Zachary Eckenrode

AMTP Proceedings 2025

This study looks at how bar-restaurants, especially in small towns in Central Pennsylvania, can use market research and targeted marketing to attract and keep customers in today’s competitive landscape. As the market becomes more saturated and customer preferences shift, it's clear that offering quality food alone isn’t enough. Instead, businesses need to focus on creating a full dining experience, which includes great service, a welcoming atmosphere, and personalized touches. Using PJs Tavern as a case study, this research explores customer preferences, demographic factors, and the role of social media platforms like TikTok, Instagram, and Facebook in driving customer engagement. By …

Exploring The Affectionate Dimension Of Cuteness, Can Trinh

AMTP Proceedings 2025

This research aims to extend the current literature related to cuteness by exploring the affectionate dimension of cuteness to see how this dimension may differ from the other two types of cuteness discussed in the literature and the potential impacts of this cuteness dimension on consumers.

Fueling The Ideal: The Role Of Energy Drink Marketing In Shaping Body Image On Instagram, Kimberly Flanders, Laurie Lawrence, Natalya Vodopyanova, Darlene Natale

AMTP Proceedings 2025

Energy drink sales in the United States have experienced tremendous growth over the past several decades with projections for continued growth, making effective marketing strategies increasingly important for industry players. Central to these strategies is building brand awareness and targeting the right consumer demographic, particularly young adults aged 18-34, who make up the largest group of energy drink consumers. This demographic is heavily influenced by media portrayals of fitness and success. Red Bull and Monster, two of the leading brands, are dominant in brand awareness, with significant influence through social media platforms like Instagram. This research examines Instagram posts from …

Bridging Workplace Discrepancies: Enhancing Managerial Plasticity For Effective Internal Branding And Employee Engagement, Lauren Peng, Tulay Girard

AMTP Proceedings 2025

Workplace value shifts and remote work have created discrepancies in managerial approaches, widening the gap between managers and personnel. This study addresses managerial plasticity development to navigate modern work environments and enhance internal branding. It introduces the Plasticity Model for measuring managerial plasticity and the Internal Branding Plasticity Model (IBPM) to explore relationships between internal branding, plasticity, employee engagement, job satisfaction, and loyalty. The research aims to provide insights into neuroplasticity development for fostering inclusive and innovative work environments.

The Impact Of User-Generated Content And Online Reaction Videos On The Marketing Of Video Games, Diane R. Edmondson, Randy Clark, Trevor Golter

Atlantic Marketing Journal

Modern developments in social media, video streaming platforms, and user-generated online content from influencers have led to a growth in video game marketing. One of the prominent genres of user-generated content on video platforms is the reaction video. These videos are relied upon for spreading information and marketing in the video game industry. Providing a better understanding of the impact of this video game promotional outlet is beneficial for marketers, social media influencers, and businesses in this industry. We collected data from 623 Southeastern University undergraduate students to address this topic using a Qualtrics survey. The survey consisted of two …

Unveiling Risk Strategies In The Online Food Delivery Platforms: Evidence From Risk Disclosures And Reprisk Index, Maryam Mahdikhani, Jiyoon An, Arim Park

Atlantic Marketing Journal

Online Food Delivery Platforms (OFDPs) have faced unique challenges related to uncertainty and global risk in recent decades. To address these risks, this study utilized machine learning (ML) techniques, including Latent Dirichlet Allocation (LDA) and Word2Vec, to extract and cluster OFDP-related risk factors. The analysis was conducted using unstructured text data from the annual reports of two prominent OFDP companies—Delivery Hero (DH) and Grubhub (GH)—from 2017 to 2020. We also examined the multidimensional RepRisk Index (RRI) for these companies and developed a two-dimensional matrix to evaluate preparedness and responsiveness across various risk categories in the OFDP sector. The results indicate …