Advertising and Promotion Management Commons^™

How Does An Advanced Educator Utilize Digital Language Teaching And Learning By Integrating Linguistic, Cultural, And Business Life Perspectives?, Hely Westerholm, Pirjo Takanen-Körperich, Ph.D.

International Journal for Business Education

This paper explores advanced educators’ digital working capabilities in online language teaching, with a particular focus on sharing Finnish language and culture in a foreign context. Cultural and linguistic knowledge play a significant role in enhancing students’ motivation to study foreign languages. In today’s educational environment, digitalisation and globalisation exert an increasing influence on foreign language teaching and learning.

The digital learning environment has brought about a paradigm shift in foreign language didactics. Digital language learning is both challenging and holistic in nature. Continued foreign language learning is simultaneously an individual and a social process, as digital learning cultures impose …

The Use Of Public Relations Departments In Palestinian Private Companies In The Northern Governorates On Social Media And Its Impact On Achieving Competitive Advantage, Ahmed Ammar

Middle East Journal of Communication Studies

This study aimed to examine the use of public relations departments in private Palestinian companies in the northern governorates for social media and their impact on achieving competitive advantage. The study adopted a descriptive-analytical approach, with data collected via a questionnaire distributed to a sample of 49 employees in public relations and related administrative roles. Descriptive analysis indicated that digital content management, media communication, audience engagement, relationship building, and performance monitoring and strategic analysis are all key factors in enhancing competitive advantage, with varying levels of impact. Multiple regression analysis showed that digital content management and media communication and audience …

Deepfakes As Crisis Triggers: Experimental Evidence On Response Strategy Effectiveness, Responsibility Attributions, And Sharing Intentions, Alicia Mason, Mariah Laman, Tanner Glenn, Treyton Meyers

Faculty Submissions

The term deepfake refers to falsified media content created using artificial intelligence (AI) technologies to manipulate audio, video, or images. Deepfake news fabrications are designed to appear highly realistic, making it difficult for audiences to distinguish them from authentic content. Responding to deepfake-induced  reputational threats therefore presents a unique challenge for organizations. Despite the growing prevalence of deepfake technology, little experimental research has examined how different crisis communication strategies perform in mitigating the reputational and relational harm posed by deepfake-induced crises. Accordingly, this study seeks to (1) examine how exposure to deepfake news relates to public perceptions and affect toward …

Ensouling Progressive Partnership Synergy In Marketing To Revive The Indonesian Furniture Industry, Ahmad Ikhwan Setiawan, Fatimah Fatimah, Cheryl Marlitta Stefia

Asia Marketing Journal

This study develops a partnership marketing model to improve collaboration between suppliers and resellers in Indonesia's furniture industry by introducing Progressive Partnership Synergy (PPS), which links partnership dynamics to sales growth. A quantitative survey of 240 small and medium furniture manufacturers in Central Java tested the model using AMOS and Hayes's PROCESS Macro to examine mediation by synergy and competitive-advantage transformation. Results show PPS significantly affects sales growth while mediating the influence of competitive-advantage transformation. Market adjustment flexibility and partner orientation strengthen supplier–retailer ties. Some hypotheses were rejected, indicating additional factors are needed to optimize partnerships. Limitations include treating contextual …

The Impact Of Fear Of Aging On Luxury Consumption Among Middle-Aged Women, Jiyeon Lee, Xiaofei Wu, Dongwoo Ko

Asia Marketing Journal

This study investigates the relationship between fear of aging and luxury consumption behaviors among middle-aged women, focusing on the psychological and social dimensions of aging anxiety. Utilizing frameworks such as Objectification Theory and the Double Standard of Aging, the research explores how aging anxiety impacts attitudes toward luxury goods, mediated by fear of negative evaluation and body esteem. A survey of 288 women aged 41 to 60 was conducted, revealing that fear of aging significantly influences luxury attitudes and purchasing intentions. Findings indicate that luxury goods are seen not only as tools for status maintenance but also as avenues for …

Social Exclusion Cues And Collective Action Motivation In Environmental Campaigns: The Buffering Role Of Social Support, Hwan-Ho Noh, Warren B. Chik

Asia Marketing Journal

This study examines the influence of social exclusion cues on public engagement with environmental campaigns on social media, focusing on how such cues affect advertising attitudes and collective action motivation. Across two experimental studies, we investigated whether low engagement metrics, such as a small number of likes, function as symbolic exclusion cues that reduce perceived public support. The results indicate that social exclusion cues negatively affect advertising attitudes and collective action motivation, ultimately decreasing the intention to engage with the campaign. However, the presence of social support cues, which signal sustained public interest and social endorsement, effectively mitigated these negative …

The Price Of Expectation: How Luxury Consumers React To Quality Crises, Jeong Ah Yoo, Daye Hong, Yoon Hi Sung

Asia Marketing Journal

This study investigated the mechanisms underlying consumer responses to quality crises in luxury brands and examined how these responses differ depending on consumers' prior luxury brand purchase experience. The findings indicated that stronger price-quality inferences led to elevated product quality expectations. Further, when consumers encountered information regarding quality controversies, their heightened expectations produced greater perceived discrepancies, which subsequently had a negative impact on brand attitudes. Additionally, this study found that the negative impacts of perceived discrepancies on brand attitudes, purchase intentions for other products of the brand, and forgiveness intentions were more pronounced among luxury than among non-luxury consumers. Finally, …

Uncovering App Activity Patterns Behind E-Commerce App Usage: An Explainable Ai Framework, Myounggu Lee, Hye-Jin Kim

Asia Marketing Journal

In today's competitive mobile ecosystem, understanding how general app activity influences e-commerce app usage is crucial for marketers. This study introduces an explainable AI (XAI) framework using SHapley Additive exPlanations (SHAP) to identify non-e-commerce apps associated with e-commerce app usage. Drawing on mobile app launch data from 1,000 Android users in South Korea, we train a machine learning model to predict usage and apply SHAP to quantify the marginal contribution of each app. Results show that apps such as YouTube, Naver, and KakaoTalk are strongly linked to e-commerce activity at the user level. By visualizing user–app associations and clustering users …

Can Ai-Generated Ads With Future Predictions Drive Higher Donations Than Human-Created Ads?, Chaewon Song, Sujin Song

Asia Marketing Journal

The use of AI in generating ads offers benefits for NPOs, such as enhanced cost efficiency and personalized content. However, consumers often exhibit algorithm aversion when AI performs subjective tasks, like ad creation. According to mind perception theory, AI is seen as high in agency but low in experience. Given this, we hypothesized that including future predictions in AI-generated ads would mitigate this aversion. Across four studies, we found that AI-generated donation ads were generally perceived as less credible and elicited lower donation intentions than human-created ones. Crucially, when future predictions were included, the credibility and donation gap between AI …

From Emotions To Impulse: A Serial Mediation Approach In Tiktok Live Commerce, Amrul Asraf Mohd-Any, Moniruzzaman Sarker, Shaoxuan Lu

Asia Marketing Journal

Based on social exchange theory, this study investigates how interactions between influencers and followers during live streaming impact impulse buying behaviour. It explores how perceived influencer traits, namely authenticity, expertise, attractiveness, and homophily, influence trust, emotional attachment, and para-social interaction, which in turn drive impulsive purchases. Using PLS-SEM technique, a survey of 303 Chinese TikTok users reveals that emotional factors, particularly para-social interaction and attachment, have a stronger effect on impulse buying than trust. Authenticity and homophily emerge as essential in fostering emotional engagement, emphasising the importance of relatability over authority. The findings suggest that successful influencer marketing in live …

Analisis Kesesuaian Prinsip Syariah Pada Mekanisme Buy Now, Pay Later (Shopee Paylater), Berliana Rizkia

Jurnal Manajemen dan Usahawan Indonesia

The development of financial technology in Indonesia has brought various innovations in payment systems, one of which is the Buy Now, Pay Later (BNPL ) service offered by Shopee through the Shopee PayLater feature. This service allows consumers to purchase goods online with deferred payment. However, this mechanism raises questions about its compatibility with sharia principles, considering Indonesia has the world's largest Muslim population. This research aims to analyze the Shopee PayLater mechanism and assess its compliance with Islamic economic principles, particularly regarding the prohibition of riba , gharar, and maysir. The method used is qualitative research with a descriptive-analytical …

Offline Fashion Shopping Trends: Factors Influencing Millennial And Gen Z Purchase Decisions, Muhammad Alfikri, Ma'mun Sarma, Irni Rahmayani Johan

ASEAN Marketing Journal

Type of manuscript: Scientific Paper

Research Objective: This study aims to identify the characteristics and behaviour of millennials and generation Z in Medan City in purchasing fashion products, and analyse the influence of various factors such as information, lifestyle, word of mouth, technology, place, promotion, product, and price on their purchasing decisions, which include aspects of product choice, quantity, and time of purchase.

Design/methodology/approach: Data was collected online using Google Forms from 350 respondents. Respondents were millennials and generation Z who had shopped in person for at least the last 3 months, and the data was analysed using …

The Role Of Social Media Influencers In Brand Communication Strategies, Elvis Madondo, Eunice Akindeji

ASEAN Marketing Journal

Manuscript type: Review Paper.

Research Aims: This study aims to examine the role of social media influencers in shaping contemporary brand communication strategies and to identify the opportunities and challenges associated with influencer marketing practices. Design/methodology/approach: This study employs a semi-systematic literature review approach by analyzing previous studies related to influencer marketing, brand communication, customer engagement, and consumer behavior across digital platforms. Research Findings: The findings indicate that brands strategically select influencers whose personal branding aligns with the company’s values and identity to enhance customer engagement and brand perception. Long-term collaborations between brands and influencers are also found to strengthen …

Three Decades Of Digital Marketing: A Systematic Literature Review Of Strategic Shifts, Ethical Issues, And Innovation Paths, Winarto Poernomo, Denny Bernardus, Christina Utami, Liliana Dewi

ASEAN Marketing Journal

Manuscript type: Review Paper.

Research Aims: This study aims to examine the evolution of digital marketing over the past three decades and identify the technological, strategic, and behavioral transformations shaping contemporary digital marketing practices.

Design/methodology/approach: This study employs a systematic literature review (SLR) approach by synthesizing previous academic studies related to digital marketing development, emerging technologies, consumer behavior, and marketing strategies across digital platforms.

Research Findings: The findings reveal three major phases in the evolution of digital marketing: the foundational era of website-based marketing, the expansion of social media and mobile engagement, and the current era characterized by artificial intelligence, …

Customer Adoption And Trust In Indonesian Islamic Banking: A System Dynamics Perspective, Imam Wahyudi Mr., Komarudin Komarudin, Prof. Rifki Ismal

ASEAN Marketing Journal

Research Aims: This study reframes the growth challenge of Indonesia’s Islamic banking as a financial-service marketing problem: strengthening customer adoption, trust, and perceived value to expand market penetration in a dual-banking environment while maintaining resilience.

Design/Methodology/Approach: Using a system dynamics perspective, the study develops a causal loop diagram (CLD) grounded in a review of policy-document and prior empirical marketing/Islamic banking literature. A multi-actor lens is applied to map how regulators, government, customers, conventional banks, fintech, and ESG investors shape adoption and competitive dynamics.

Research Findings: The CLD identifies seven reinforcing loops that can accelerate adoption and market share (capability reinvestment, …

A Study Of Impulsive Buying Behavior Of Skincare Consumers On The Garnier Brand In Tiktok Shop: Are Women More Impulsive Than Men?, Fandis Ekyawan, Iqbal Alizar Fadillah

ASEAN Marketing Journal

Manuscript type: Research Article.

Research Aims: This study examines the determinants of impulsive buying behavior among skincare consumers—specifically Garnier buyers on TikTok Shop—using the SOR framework, and tests whether female consumers show higher impulsivity than males through gender moderation.

Design/methodology/approach: An online survey of 361 consumers who had purchased Garnier products via TikTok Shop’s live streaming feature was conducted. Five livestream stimulus factors—social interaction, streamer’s style, gratification, gamification, and visualization—were modeled as predictors of perceived hedonic value (PHV), which subsequently influences impulsive buying behavior (IBB) and user stickiness (US). PLS-SEM was used to analyze direct, mediating, and moderating effects.

Research …

Independent Apparel Brand Launch Campaign Strategy, Nick S. Schottenfeld

Graphic Communication

Soleil Lune is an independent California apparel brand with an established visual identity, a growing social media following, and a live product collection but lacks a coordinated marketing system to connect those pieces into a unified launch. Without that structure, the brand’s Instagram, Shopify store, and print materials were operating independently, making it difficult to build consistent customer trust or drive sales. This project developed a full launch campaign producing a print and digital lookbook, 10 Instagram campaign assets, a printed poster, and a branded care insert card all designed to work together to tell the brand story, grow the …

San Luis Obispo Farmers' Market Mobile App & Rebrand, Joelle To

Graphic Communication

The San Luis Obispo Farmers’ Market, a five-block downtown event featuring nearly 100 vendors, currently lacks a centralized platform for visitors and vendors to easily access information, navigate the market, and communicate efficiently.

This project addresses that opportunity through the design of a mobile app that streamlines vendor information, provides interactive market navigation, delivers real-time event updates, and enhances connections between vendors and attendees.

In addition, the project includes a rebrand and comprehensive brand guidelines integrated into the app design, creating a cohesive visual identity that improves user experience, operational efficiency, and long-term engagement for the San Luis Obispo Farmers’ …

“I” Or “We” In Times Of Crises: Should Marketers Use Individualist Or Collectivist Language When Times Are Tough?, Milad Hour, Golshad Parsimoghadam, Ali Jamei

Journal of Applied Marketing Theory

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 …

Online Shopping Non-Adoption In South Africa: A Distrust-Centric Framework Integrating Social Exchange, Trust Transfer, And Social Presence Theories, Cleopatra Moipone Matli, Jeevarathnam P. Govender

Journal of Marketing and Consumer Behaviour in Emerging Markets

Online shopping non-adoption remains critically underexplored, especially in emerging markets. Addressing this gap, the authors develop and test a distrust-centric framework that applies the inhibitory logic of social exchange, trust transfer, and social presence theories to explain pre-emptive avoidance. Focusing on South Africa, where only 18.16% of the population engage in e-commerce, data was collected from 414 consumers who have never shopped online. Structural equation modelling reveals that perceived lack of reciprocity directly increases the intention of non-adoption. Moreover, distrust in online payment systems transfers to broader channel scepticism, which in turn drives avoidance. Perceived lack of social presence further …