Advertising and Promotion Management Commons^™

Motivating Marketing Research Respondents To Provide More Elaborated Answers, Michał Ścibor-Rylski

Journal of Marketing and Consumer Behaviour in Emerging Markets

Modern marketing research faces a challenge how to increase the respondents’ productivity and encourage them to give more elaborated answers in the open-ended questions. It’s relevant both for CAWI quantitative projects and the qualitative approaches. The initial research in this area shows that gamified tasks including storytelling enhancements might be a solution to the stated problem. The research project was aimed at the verification of effectiveness of the gamified methods, i.e., questions including a storytelling context, with the use of a bigger, quantitative sample of the regular marketing research respondents – participants of the professional research panel. The research was …

Gender, Age, Class And Racial Stereotypes, And Power Relations In Television Ads: 2011-13 Vs 2021-22, Thomas D. Clark, Julie Stewart

Dialogue: The Interdisciplinary Journal of Popular Culture and Pedagogy

This article demonstrates how faculty and DEI experts can use resources included in this paper to highlight how a range of stereotypes are created and reinforced in television ads, and it identifies several topics for future analysis. To understand how depictions of gender, class, age, and race intersect in 8 television ads featuring the relationship between the race of individuals depicted in romantic and platonic relationships this article examines 4 pairs of commercials from 2011-2013 and 2021-2022. Drawing on concepts of intercategorical complexity, it describes product, setting, characters and relationships to help gain a deeper understanding of how various stereotypes …

Would You Pay An Insta-Doctor A Visit? Social Media Personal Brands And Young Consumer Perception, Małgorzata Szwed

Journal of Marketing and Consumer Behaviour in Emerging Markets

Technological developments and the broad availability of the Internet provide constant access to social media for users. These platforms are used to communicate with friends as well as to follow other users and brands. Also, physicians have public social media profiles on which they publish both professional and personal content. The objective of the paper is to explore and understand customers’ perception of physicians’ social media use. To obtain the purpose, a qualitative research method was adopted that involved 12 semistructured interviews with people who followed physicians’ profiles on social media. The study identifies three consumer groups: social media enthusiasts, …

Effectiveness Of Hybrid Project Management In Remote Work Environment, Karthikeyan Mohandoss

Harrisburg University Dissertations and Theses

This assignment reflects on the process of developing and publishing a thesis, highlighting the challenges encountered, strategies employed to overcome them, and the personal growth achieved throughout the journey. Key insights are drawn from the experience, including how the understanding of the research topic evolved over time and practical advice for future students embarking on similar academic endeavors. The document also provides evidence of initiating the thesis publication process on the Harrisburg University Digital Commons platform, demonstrating a crucial step in sharing scholarly work with a broader audience. This reflection emphasizes the transformative nature of the thesis process, fostering intellectual …

Building Brand Awareness Through Cultural Sensitivity: Factors Influencing Customer Loyalty In Indonesian Restaurants In Taiwan, Syahruddin Syahruddin, Sitti Mujahida, Muhammad Azizurrohman, Eka Kadharpa Utama Dewayani

The South East Asian Journal of Management

Research Aims: With cultural sensitivity acting as a moderating factor, this study investigates the effects of pricing strategy, cleanliness, meal quality, and service quality on customer loyalty and brand recognition of Indonesian restaurants in Taiwan.

Design/Methodology/Approach: Four hundred overseas respondents participated in a structured survey; partial least squares (PLS) and structural equation modelling (SEM) were used to analyse the results.

Research Findings: The findings indicated that while service quality and cleanliness had no discernible impact, food quality and pricing strategy greatly enhanced consumer loyalty. Cultural sensitivity bolstered the favourable correlation between loyalty and food quality.

Theoretical Contribution/Originality: The study adds …

Investigation Of The Antecedents Of The Digital Mindset And Its Influence On Employee Intention To Stay In Generation Z: Empirical Study In The Indonesian Creative Industry, Birgitta Annabel Luissa, So Yohanes Jimmy, David Tjahjana

The South East Asian Journal of Management

Research Aims: This research aims to investigate the influence of a digital mindset on Generation Z employees’ intention to stay.

Design/Methodology/Approach: This research was conducted using a quantitative approach involving 180 Generation Z employees in the creative industries. Data were analysed using Structural Equation Modelling with the SmartPLS tool.

Research Findings: The research results show that the digital mindset of Generation Z employees has a positive effect on employee intention to stay. By having a strong digital mindset, employees tend to feel more supported by the organisation when facing technological changes and a rapidly developing learning culture. Digital flexibility and …

Exploring The Influence Of Servant Leadership On Advertising Campaign Project Delivery Across The Factors Of Conflicting Priorities, And Cross-Functional Dynamics, Anmol Shah

Harrisburg University Dissertations and Theses

Servant leadership's role in advertising campaign project success is explored in this research project, addressing a significant gap in understanding its effectiveness. Chapter 2 synthesizes theoretical and empirical literature, highlighting the interconnectedness of servant leadership, organizational dynamics, and project outcomes. The study aims to investigate how servant leadership influences project success, offering actionable recommendations for advertising practitioners. Chapter 3 outlines a qualitative method approach to examine servant leadership's impact, employing an interview collection method. Ethical considerations ensure participant confidentiality, while robust data analysis techniques mitigate potential limitations. By bridging theory with practice, this research contributes to understanding leadership's impact on …

The Economics Of The ‘Buy Local’ Trend, Susweta Ray, Konstantinos Giannakas

Cornhusker Economics

The results of our study underline the significance of the explicit consideration of consumer and producer heterogeneity and the size and type of the locality when analyzing the market and welfare impacts of the ‘Buy Local’ trend. In addition to providing important new insights on the market and welfare impacts of the ‘Buy Local’ trend, our analysis can also provide a valuable theoretical grounding for empirical studies aimed at quantifying the economic impacts of the trend in different food product markets as well as the impact of current and emerging policies affecting the markets for local foods.

Biodiesel Recycling From Used Cooking Oil And Grease, Hyeong-Gyu Choi

Mountain Plains Business Conference

The proposed idea is to establish a biodiesel fuel operation by recycling used cooking oil, partnering with regional restaurants. Biodiesel can be produced by combining alcohol with vegetable oils, animal fats, or recycled cooking grease. Sourcing biodiesel from used vegetable oil and cooking grease promotes sustainability by minimizing waste and environmental risks, while potentially reducing health hazards. I have partnered with a firm that has achieved a highly efficient production state, but the company is struggling to recruit local restaurants willing to become supply chain partners. We seek ideas on how to recruit local restaurants interested in joining its sustainability …

Zero Textbook Cost Syllabus For Mkt 3000 (Marketing Foundations), Ram Bezawada

Open Educational Resources

This course is designed to introduce business students to the fundamental concepts and principles of marketing. The knowledge you gain in this course should help you understand how well-thought out and carefully implemented marketing strategies can help businesses succeed in a competitive environment. This understanding and skills you will have to practice in this course (i.e., analytical, and oral/written presentation skills) will help you to become a more valuable employee whether you choose a career in marketing or in other fields.

For students majoring in marketing, this course will provide the foundations for more advanced courses and work experience. For …

The Impact Of Online Behavioral Advertising On Consumer Attitude And Impulse Buying: The Moderating Role Of Privacy Concerns, Elisa Legros, Yoonju Han, Jeong Eun Park

Asia Marketing Journal

Online Behavioral Advertising (OBA), a recently emerging format of internet advertising, targets users based on their past online behaviors. This study examines the impact of OBA on consumer attitudes and impulse buying behavior, while exploring the moderating influence of privacy concerns, a crucial factor given that OBA relies on personal data collection. To test our conceptual model, we conducted surveys in Korea and France, to further analyze the potential cultural distinctions. Our findings, derived from a series of linear regression models, reveal that OBA significantly affects consumers' impulse buying, with this effect mediated by consumers' attitudes toward OBA. Moreover, consumers' …

Do People Really Care If It's Phygital Retail? Exploring The Relationship Between Customer Experiences And Customer Behaviors, Limei Liu, Seong Ho Lee

Asia Marketing Journal

Phygital is an approach that integrates digital technology into physical retail spaces to provide innovative and interactive customer experiences. As this approach becomes more widespread, understanding its effects on consumer behavior is crucial. This study aims to bridge this gap by investigating the factors that influence cognitive, emotional, technological, sensory, and social experiences in phygital retail. It also seeks to understand how these factors influence customer engagement, ultimately impacting customers' patronage intentions and recommendation intentions. The study surveyed 380 customers in China who had experienced phygital retail. The results show that various dimensions of customer experience influence customer engagement, with …

Reuse Intentions For Carsharing Services: A Hierarchical Model Of Perceived Benefits, Risks, And Individual Differences, Bo Liu, Sang-Eun Byun, Sookeun Byun

Asia Marketing Journal

This study employs a hierarchical component model to examine reuse intentions among experienced carsharing service users in South Korea, focusing on how various perceptions of benefits and risks impact their decisions. It also explores the influences of self-efficacy, gender, and service usage experience on these perceptions and reuse intentions. Findings highlight that male users are primarily driven by functional benefits such as accessibility and convenience, whereas female users are more responsive to hedonic benefits. Users with high self-efficacy prioritize economic benefits, whereas those with more usage experience prioritize functional benefits. Additionally, social risks significantly deter reuse intentions predominantly among male …

From Limited Control To Green Empowerment: The Motivational Synergy Of Fresh Starts In Predicting Environmental Action, Seon Min Lee, Seungwoo Chun

Asia Marketing Journal

This study leverages group-based control theory to explore how fresh starts reinvigorate consumers with low motivation to engage in collective environmental efforts. Typically, individuals with low control over their circumstances show less inclination toward collective goals. However, fresh starts can enhance the influence of perceived control on collective environmental engagement, with global identity mediating this relationship. This hypothesis was supported by two empirical studies. The first study analyzed data from 10,430 corporate participants in an energy-saving initiative, revealing that smaller organizations, which likely experience lower levels of control, made substantial energy-saving efforts early in the year, although this effect diminished …

The Impact Of Model Pose On Consumer Perceptions Of Price: A Perceived-Power Perspective, Jeonggyu Lee, Dong Hoo Kim

Asia Marketing Journal

This study examines how a model's pose that signals power influences consumers' recall ability of price information in advertisements. To extend prior findings on social judgments, we suggest that the direction of consumers' gaze and willingness to pay attention to the model vary depending on the model's pose. Study 1 explores how consumers' perception of the power of the model affects their price recall ability. In particular, consumers demonstrate better price recall for items displayed at the bottom of the ad when the model adopts a powerful pose and items displayed at the top when the model in the ad …

"Finding Your People: Seeking Strength And Solidarity In Employee Resource Groups (Ergs)" - The One Club For Creativity's "Where Are All The Black People?" 2024 Conference Proceedings & Reading List, Javier O. Garcia

Publications and Research

Employee Resource Groups (ERGs) help create community in the workplace, and can serve as a source of strength for employees of marginalized identities.

This panel, originally held at The One Club for Creativity's "Where Are All the Black People?" conference and career fair in 2024, explores the value of intersectional identities in the workplace.

The featured panelists offer insights into the changing landscape of DE&I (diversity, equity, & inclusion) - particularly in the advertising, marketing communications, and creative industries - the impact it is having on employees, and how ERGs can serve as a catalyst for professional and organizational growth. …

Influencer Authenticity: To Grow Or To Monetize, Cristina Nistor, Matthew Selove, J. Miguel Villas-Boas

Business Faculty Articles and Research

Social media influencers can grow their number of followers by endorsing products that are authentic for their social media persona or, alternatively, monetize their followers by endorsing a wider variety of products. We develop a dynamic model in which an influencer continuously decides whether to be authentic as she balances increasing awareness with generating revenues from sponsored posts. We derive conditions in which the influencer is authentic during an early growth phase, but she becomes inauthentic once a large enough fraction of potential followers are aware of her. Celebrities become inauthentic at a lower awareness level than pure social media …

Shelf Space Strategy In Alcoholic Beverage Retail: Analyzing The Impact Of Shelf Facings On Sales Performance And Consumer Behavior, Jesse Core

Dissertations

The alcoholic beverage industry faces intense competition and regulatory constraints, making strategic shelf space management critical. This study investigates the impact of shelf facings on sales performance in the alcoholic beverage sector, focusing on how brand size moderates this relationship.

The study collected data from a regional supermarket chain in Arkansas using a quantitative pretest-posttest control group design. It found that increasing shelf facings for smaller brands significantly enhances overall modular sales, with small brand sales persisting even after reverting to their original facings. Moreover, the analysis reveals that brand size significantly moderates the impact of shelf facings on brand …

Breaking Into The Black Box Of Customer Perception Towards Robot Service: Empirical Evidence From Service Sector, Samar Rahi, Mazuri Abd Ghani, Manaf Al-Okaily, Aamir Rashid, Mahmoud Alghizzawi, Fadi Shehab Shiyyab

Publications and Research

The advent of artificial intelligence and machine learning has enabled robots to serve in consumer market for a better customer experience. Nevertheless, acceptance of robotic technology among consumers is still lacking. Therefore, this study has developed an integrated model with robot appearance, expectation confirmation model, diffusion of innovation and theory of planned behavior and empirically investigates customer intention to use service robot. The research model is empirically tested with 349 responses retrieved from customers visiting retail stores. Statistical results have revealed that customer innovativeness, compatibility, behavioral control, expectation confirmation, service robot appearance and subjective norms explained R2 80.1 % variance …

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 …