Advertising and Promotion Management Commons^™

Deinfluencers As Institutional Actors: Dramaturgical Work And The Embedded Contestation Of Consumerism, Gokcen Coskuner-Balli, Charlene Chu, Niklas Myhr, Cristina Nistor

Business Faculty Articles and Research

"In the sections that follow, we develop theoretical scaffolding for our analysis. We begin by reviewing the literature on institutional work, focusing on how embedded actors engage in purposive actions to disrupt taken-for-granted norms. Next, we examine theoretically how influencers operate, setting the stage for understanding how deinfluencers leverage and subvert these roles. We then review scholarship on anti- consumption and consumer resistance, highlighting how deinfluencers depart from conventional activist modes by adopting culturally embedded, everyday practices. Collectively, these literatures inform our conceptualization of deinfluencing as a dramaturgically enacted form of institutional work. Subsequently, we present our methodology, followed by …

Leveraging Csr To Buffer Brand Challenges During Crises: A Saudi Arabian Perspective, Nouf Alrayes, Abdullah Alhidari

Journal of Marketing and Consumer Behaviour in Emerging Markets

Crises, such as economic downturns or global health pandemics, pose significant business challenges. Engaging in CSR initiatives that contribute to societal well-being can help mitigate the negative consequences of crises, reinforce customer gratitude, and minimize corporate hypocrisy. CSR is critical in shaping a company’s accountability and ethical responsibilities. Consequently, there is an opportunity for the firm to see the role of CSR and how it affects customers’ responses and attitudes during any difficult situation. Drawing upon attribution theory and the customer gratitude reciprocity cycle, a conceptual framework was developed to test the impact of CSR on the variables: corporate hypocrisy, …

Why We Must Commune: Rethinking The Role Of Marketing Communications In Turbulent Times, Javier Garcia

Publications and Research

“Communications” is often thought of as a noun, representing the messages we receive on a daily basis from people, brands, and institutions alike. 

"Communications" is also often associated with an industry that exists to produce such messaging in service of capitalism, with a commercial or otherwise actionable outcome desired from its receiving audience. 

This presentation, hosted by two-time CCNY graduate and senior marketing communications professional and Assistant Professor Javier Garcia, will examine the urgency and opportunity in rethinking the value and study of marketing and communications. 

In his presentation, Professor Garcia will offer suggestions on how to guide students towards …

Enhancing Creativity Through Systematic Teaching: A Case Study In Management Education, Uri Sternberg, Sarit Moldovan

International Journal of Teaching and Learning in Higher Education

This article presents a case study of an innovative teaching approach within an MBA course titled “Systematic Creative Thinking.” It demonstrates how the course applies the creativity principles it teaches to its own instructional design, embodying theory in practice. By utilizing ideation templates such as the Multiplication and Division, the course incorporates diverse teaching methodologies, including flipped classrooms, multimedia resources, and experiential group activities. This design fosters student engagement by addressing varied learning preferences and encouraging active participation. Qualitative and quantitative evidence indicate increased student satisfaction, improved performance, and deeper understanding, achieved through the synergy of theoretical instruction and …

Pabrik Gula Di Tangan Netizen: Pemanfaatan User Generated Content (Ugc) Sebagai Mesin Promosi Film, Muthiah Khansa Basyirah, Khairunnisa Devani Aqtus Permana Putri Putri, Peny Meliaty Hutabarat, Yunita Miftahul Jannah

Jurnal Sosial Humaniora Terapan

Social media continues to drive growing digital trends in Indonesia, including marketing strategies. TikTok has become one of the social media platforms capable of gaining wider exposure due to its ability to create viral content. In line with the increasing use of TikTok, the phenomenon of User Generated Content (UGC) has emerged. This study aims to examine UGC in the marketing strategy of the film Pabrik Gula (Sugar Factory) to improve effective communication, close relationships with audiences, and creative content production strategies. This study uses User Generated Content (UGC) as the research subject and Pabrik Gula as the object, using …

The Influence Of Green Advertising, Green Packaging, And Eco Label On The Green Purchase Intention Of Young Consumers In Indonesia, Asep Rokhyadi Permana Saputra, Aldia Anexa Putri Romanza, Kakanita Ari Puspitasari, Alifah Widya Rachmawati

Business Review

The waste problem in Indonesia is an unresolved problem to date, the highest percentage contributor is household waste. This study highlights how the role of the younger generation in reducing the impact, with their marketing knowledge and responsibility towards the environment.

The specific objective of this study is to examine the influence of young Indonesian consumers on (1). Green Advertising, (2). Green Packaging, and (3). Eco labels on Green Purchase Intention.

Using simple random sampling, data was collected using a google forms survey with a sample of 385 respondents according to the lameshow formula. Data were analyzed using structural equality …

The Nexus Between Entrepreneurial Ingenuity Antecedents And Market Penetration Of Tanzanian Formal Retail Businessesmarket Penetration: Entrepreneurial Ingenuity: Formal Retail Business, Salum Makangila, Omari Khalifa Mbura

Business Management Review

The entrepreneurial ingenuity is a fundamental strategy employed by business proprietors and operators to navigate market penetration challenges when formal and informal retail businesses operate simultaneously in the same commercial environments. Guided by positivism research philosophy and cross-sectional design, quantitative data were collected from randomly selected sample size of 520 business proprietors and operators through structured questionnaire. The study hypothesized and tested the relationship between entrepreneurial ingenuity antecedents and market penetration of Tanzanian formal retail businesses using Structural Equation Modelling (SEM). The empirical results reveals that entrepreneurial ingenuity antecedents namely creative, innovative and open-minded behaviour positively and significantly influences market …

Strategic Distribution, Digital Marketing, And Open Innovation: Toward Integrated Capability Development For Sme Performance, Johannes Baptista Halik, Maria Yessica Halik, Septin Basongan, Jhoel Mapau

Asia Marketing Journal

This study examines the impact of Distribution Strategy on SME performance, with Digital Marketing and Open Innovation as mediating variables. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), data were analyzed from 250 SMEs in Makassar, Indonesia. The results show that Distribution Strategy positively affects performance, both directly and indirectly through Open Innovation. However, Digital Marketing does not serve as a significant mediator, indicating that its use among SMEs may still be limited to tactical functions. Open Innovation emerges as the strongest contributor, highlighting its role in converting distribution capabilities into performance gains. The study enriches Resource Advantage (R-A) Theory …

Mitigating Appearance Threats: The Differential Effects Of Compensatory Consumption On Self-Control, Yi-Seo Jo, Eunice Eun-Sil Kim

Asia Marketing Journal

Appearance threats, arising from gaps between one’s appearance and societal beauty standards, weaken self-control the capacity to favor long-term goals over immediate impulses. This research explores how compensatory consumption mitigates these effects, focusing on type (within-domain vs. across-domain) and timing (near-future vs. distant-future) across two studies. Rooted in symbolic self-completion and construal level theories, Study 1 examines how compensation type affects self-control under appearance threats, with rumination as a mediator. Findings show across-domain compensation sustains self-control by diverting focus from appearance concerns, unlike within-domain compensation, which heightens rumination and impairs self-regulation. Study 2 investigates how compensation timing moderates these outcomes, …

When And Why Managerial Responseswork: A Dual-Process Model Of Linguistic Cues, Review Rating, And Usefulness, Jungwon Lee, Cheol Park

Asia Marketing Journal

This research develops and empirically tests a contingency model explaining how specific linguistic characteristics of a firm's response to an online review influence the review's usefulness. We argue that the diagnostic value of different linguistic cues is contingent upon the reader's information processing mode-systematic versus heuristic-which is triggered by the valence of the original review's rating. An econometric analysis of 41,704 review-response dyads from TripAdvisor reveals that a conceptual cue (personalization, operationalized as topical relevance) and a perceptual cue (readability) both significantly increase review usefulness. In contrast, another perceptual cue (Linguistic Style Matching) decreases usefulness, a finding we interpret as …

“It’S A Dupe, Not A Counterfeit!” An Exploration Of Motives For Dupe Consumption Motives, Jungyong Ahn

Asia Marketing Journal

This study was designed to explore consumer motives for dupe consumption and to measure the influence of these identified motives on consumer satisfaction with dupe products and intention to sharing dupe products. Through a literature review and in-depth interviews, five key consumer motives were anticipated: (1) self-protection, (2) saving money, (3) anti-materialism, (4) mimicry, and (5) enjoyment. Corresponding measurement items were developed to assess these motives. A factor analysis conducted on survey data collected from 300 respondents successfully confirmed the extraction of these five motives as expected. Moreover, regression analysis further demonstrated the statistically significant positive impact of these motives …

How Does A Consumer’S Anticipated Happiness Influence Participation In Value Co-Creation? : Focusing On Definition Of Happiness, Minsik Cho, Suna La

Asia Marketing Journal

Value co-creation (VCC) is essential for a new product development, transforming ideas into collaboratively created value-in-use, particularly under Service-Dominant Logic (S-D Logic). Recognizing that consumers engage in VCC with the goal of achieving happiness, this study investigates how anticipated happiness—arising from affective forecasting of VCC experiences—encourages customers’ participation in high-technology VCC initiatives. It also examines how individuals’ definitions of happiness—calmness vs. excitement—influence this process in VCC, using a validated temporal focus manipulation to induce these differing happiness orientations. Results indicate that future-focused individuals tend to define their happiness as excitement, while present-focused individuals associate it with calmness. Then, definitions of …

The Impact Of Sense Of Power On Consumer Click-Through Intention Under Ai Personalized Recommendation, Li Li, Dhakir Abbas Ali

Asia Marketing Journal

This study investigates how consumers' sense of power influences their click-through intentions in AI-driven personalized recommendation systems. While prior research has explored personalized marketings impact on consumer behavior, the role of perceived power remains understudied. Through scenario-based experiments, we find that a heightened sense of power enhances engagement with AI recommendations, with self-efficacy as a key mediator. However, this effect weakens when privacy concerns are high, highlighting privacy as a critical moderating factor. Specifically, empowered consumers are more likely to interact with AI recommendations, but only when privacy risks are minimal. These findings deepen our understanding of consumer-AI interactions, emphasizing …

Continuous Learning And Customer Value Creation In The Healthcare: Mediating Effects Of Innovations Adoption Value Recognition, Binto M. Binto, Omari Khalifa Mbura

Business Management Review

This research investigates the influence of continuous learning on the effectiveness of customer value creation in the Tanzania’s healthcare system, with a specific focus on the mediating effects of innovation adoption value recognition. Using a cross-sectional design, data were collected from 360 healthcare professionals across three zonal referral hospitals in Tanzania. Data analysis employed a structural equation modelling using SMART-Partial Least Squares software version 4.0. The findings indicate that continuous learning enhances healthcare customer value creation both directly and indirectly. Also, innovation adoption value recognition serves as a mediating variable of the direct causal relationship, offering partial mediation effects between …

The Flavor Of Marketing: How Food Is Revolutionizing Luxury Brand Communication, Aloisa Ruf

MA Theses

This thesis explores how food operates as a cultural, psychological, and strategic instrument within the global luxury industry. Drawing from art history, marketing theory, and sensory studies, it traces how societies across Europe, the Middle East, China, Japan, Russia, and the United States have long used food to express hierarchy, belonging, and emotion—from the banquets of seventeenth-century Versailles to the branded cafes and collaboration of the 2010s and 2020s. Through a comparative and interpretive methodology, the research connects historical visual traditions with contemporary brand strategies, examining case studies such as Gucci Osteria, Louis Vuitton’s Desert Iftar, Dior Café, Loewe’s “Tomato” …

Aura For Sale?: Art Merchandise And The Totalizing Culture Of Reproduction, Lily Paternoster

MA Theses

The art historical discipline largely excludes art merchandise from critical analysis, relegating it to being a marketing gimmick or gift shop opportunity. This failure to reconcile with the rapidly expanding enterprise for brand collaborations with fine artists has led to an overwhelming and unregulated commercial licensing industry, similar in mystique and ascend to that of the fine art market. Through the case studies of two post-humous artists and two living- Keith Haring, JeanMichel Basquiat, KAWS (Brian Donnelly), and Maurizio Cattelan- I argue that art merchandise exists on a constantly fluctuating scale between democratizing force and commodity. Despite its status on …

Emotional Localisation In Luxury Branding: Cultural Adaptation Of Western Heritage Narratives For Chinese Consumers, Yuchen Chen

MA in Luxury Business Dissertations

This dissertation examines how Western heritage luxury brands adapt their core narratives to deliver emotional value in the Chinese market. Focusing on emotional localisation, the study introduces the Cultural–Semiotic Narrative Adaptation (CSNA) framework, which analyses three dimensions: emotional translation, symbolic adaptation, and narrative tone. Through a sequential mixed-methods design, the research investigates how heritage values such as craftsmanship and exclusivity are reframed to resonate with collectivist emotional logics emphasizing harmony, relational continuity, and understated elegance. Findings reveal that effective emotional localisation requires aligning narrative tone and symbolic motifs with culturally embedded affective expectations, fostering consumer trust, attachment, and purchase intention. …

From Hand To Heart: Investigating The Future Of Luxury Through Craftsmanship, A Qualitative Research, Yiyuan Hu

MA in Luxury Business Dissertations

Propelled by converging social, cultural, and macroeconomic forces, the luxury industry has faced challenges due to plummeting profits. This contextualised research examines the shift in psychographics from logo-centric consumption to a new paradigm where authenticity and integrity are paramount. Employing an interpretivist philosophy, the study utilises in-depth, semi-structured interviews with three industry experts, respectively from design/production, retail and marketing departments, and twelve luxury consumers to approach this topic from the perspectives of different stakeholders. The interviews were analysed through a rigorous thematic analysis framework.

The findings indicate that luxury customers are becoming increasingly sceptical and critical, while craftsmanship offers a …

Athlete As The New Face Of Luxury: The Case Of Jannik Sinner And Gucci, Rania Tazi Hemida

MA in Luxury Business Dissertations

This dissertation examines the growing trend of luxury brands appointing athletes as brand ambassadors, aligning themselves with the values and expectations embodied by these figures. Exploring the case of tennis player Jannik Sinner as the face of the Italian fashion house Gucci, the study explores how athlete endorsements are leveraged to reshape consumer perceptions and expand brand reach by examining how Gucci is enlisting Jannik Sinner to refine their image. By applying luxury branding theories to the context of sports endorsements, the research investigates how athletes' images and values influence consumer attitudes toward luxury brands. Drawing on qualitative interviews with …

Art & Luxury: Perceiving Value: How Generation Z Interprets Cultural And Social Meaning In Luxury And Art Collaborations, Michele Saad

MA in Luxury Business Dissertations

Luxury and art collaborations have evolved from rare creative experiments into a familiar part of brand storytelling, yet most research still focuses on what brands want to communicate rather than how audiences perceive these projects. This study explores how Generation Z (GZ) interprets the cultural and social value of such collaborations.

A qualitative approach was adopted, using semi-structured interviews supported by visual prompts with 16 participants aged 19 to 29. The analysis is structured around six recurring themes: artistic expression and aesthetics, social engagement and philanthropy, sustainability and environmental awareness, experiential and immersive encounters, commercial and hype-driven partnerships, and architectural …