Marketing Commons^™

The Effect Of Consumer-Based Authenticity On Attachment And Social Networks In Digital Context: Case Of Moroccan’S Terroir Products, Fatima E. Ouboutaib

Journal of Global Business Insights

The focus of this paper is to conceptualize and measure consumer-based authenticity as well as its effects on social networks (SN) and attachment. In addition, it explores the effect of consumer attachment. In order to address this focus, it suggests a framework for analyzing this relationship by using the Partial Least Squares Equation Modeling. This study utilizes applied quantitative research in the Moroccan context. The results showed that consumer-based authenticity represents a marketing tool that can influence purchase intention. The key contribution of this research is the feature of consumer authenticity that influences social network confidence. Consumers need to …

Calling Their Bluff: Misplaced Loyalty Is A Problem For Gamblers, Jonathan Ross Gilbert, Marla B. Royne Stafford, Leonard Hostetter

International Conference on Gambling & Risk Taking

Abstract

Due to the ubiquity of casinos, both brick and mortar and online, problem gambling has emerged as a significant public health issue. It is estimated that 30% - 50% of all casino revenues are generated from problem gamblers who tend to be disproportionately male, young, and minority group members (Welte et al. 2014). Although prior research has examined the mediating role of gambling behaviors in the relationship between casino marketing strategies and problem gambling, it is not clear what role casino loyalty programs play in predicting problem gambling, particularly in underserved and minority populations. Prentice & Wong (2016) examined …

Social Capital And Gambling Risk Perception 'A Social Marketing Dilemma', Otila Osborne, Maree Thyne, Kirsten Robertson, Janet Davey

International Conference on Gambling & Risk Taking

AIM: To explore the relationship between social capital (social networks, familial and close relationships) and risk perception amongst older female gamblers (50 years+)

BACKGROUND: Despite significant investment in social marketing initiatives gambling harms persist. Predicted to live longer, poorer, and less healthy lives than men, older women are increasingly gambling online with gambling harms rising accordingly. Typically, older women are portrayed as being risk averse. However recent studies across several jurisdictions reveal significant shifts in risk perception in the domain of social risk. Yet little is known about how older women perceive gambling risk. This study provides an alternative to …

Exploring The Effects Of Gamblification On Esports Betting, Cecilia Diaz Dr, Violet Justine Mtonga Dr

International Conference on Gambling & Risk Taking

Abstract:

There is a growing trend of gambling/betting organisations attempting to secure a position in the fast-growing and profitable sector of Esports by becoming an inherent part of the sports culture and its community of fans. This alignment is raising concerns due to the community lifestyle and consumption of experience intrinsic in sports/Esports (Gordon, Gurrieri, & Chapman, 2015).

Diffusion of gambling in society is triggered by digital/technological disruption on gambling and changing consumer behaviour and cultural trends. This environment offers innovative opportunities to experience gambling and “gambling-like” experiences online (King et al., 2010) with the extra incentive of ease of …

Analysis Of The Changing Behaviours Of Chinese Genz Towards Casino Tourism: Implications To The Asian Markets, Linqian Huang

International Conference on Gambling & Risk Taking

Abstract

While the Chinese GenX spend largely in gambling activities during their visits to the destinations which are famous for their casino tourism industry, the GenY have shown less enthusiasm to be the high rollers. Regarding the Chinese GenZ, their spending behaviours in casino tourism will continue to exhibit changes and differences comparing to the GenX and GenY, especially for the non-gaming expenditure. Considering the potential purchasing power of GenZ, it is important for integrated resorts operators to understand the changing consumption behaviour of this new generation. For this, online questionnaire survey and analysis of narratives are employed to explore …

Caring Hurts, Otila Osborne

International Conference on Gambling & Risk Taking

‘Caring Hurts’

The Effects of Social Capital on Gambling Risk Perception

AIM: To explore the relationship between social capital (social networks, familial and close relationships) and risk perception amongst older female internet gamblers (50 years+)

BACKGROUND: Despite significant investment in social marketing initiatives gambling harms persist. Predicted to live longer, poorer, and less healthy lives than men, older women are increasingly gambling online with gambling harms rising accordingly. Yet little is known about this vulnerable demographic or the factors that underpin the behaviour. This study provides an alternative to the psychological approaches that dominate gambling research. A social capital paradigm …

Creative Brief For Bliss Cupcake Cafe, Maggie Moore

Marketing Undergraduate Honors Theses

The baking and culinary industry is growing. In fact, in 2020, the market size of the global baking industry was $331.37 billion and is projected to reach $436.91 billion by 2026. Although the recent pandemic made those in the hospitality field struggle due to the canceling of special events such as birthday party gatherings, weddings, and holiday events, the industry is coming back stronger than pre-pandemic times through implementing new practices such as online ordering and delivery practices. With this, in the recent years, supply chain disruptors and inflation have caused materials and labor costs to increase and can be …

Understanding The Persuasive Attributes Of Twitch Advertisements: A Study On The Effects Of Current Advertisements And Sponsorships, Colleen Sharkey

Electronic Theses and Dissertations

The research in this study aims to investigate the effectiveness of Twitch’s current advertising option, which includes mid-roll, pre-roll, and sponsored streams. It will focus on usefulness of content, brand credibility, purchase intent, and streamer credibility. Twitch has seen a surge in growth and attention in recent years, with an average of 31 million daily visitors and 1.3 trillion minutes watched globally in 2021 alone (Twitch Sales, 2022). However, despite Twitch’s growing popularity as an entertainment and entrepreneurship platform, little research has been conducted on the impact of its advertising options on brand perception. This study seeks to address this …

Consumers' Perceptions Of Digital Privacy In The United States And Japan, Destiny Randle

Whittier Scholars Program

The purpose of my study is to explore the contours of contemporary consumer privacy protections derived from legislation, regulations and publicly available company policies as a way to get a better understanding of how consumer data is protected. A few examples ranging from company-based consumer protection in the United States to data breaches in Japan will be explored and examined. Finally, this paper includes a comparative survey of consumer perceptions and concerns related to personal data privacy in the U.S. and Japan. As a way to assess the degree to which digital privacy and personal data breaches have adversely influenced …

Student Motivation For Using Aarc Services, Madison Frost

Undergraduate Research Conference

Why do students not use AARC services? Are there actions the AARC could take to improve student attendance?

The Effect Of Competitors On Lululemon’S Customer Attraction & Retention, Tristan Rea

Undergraduate Research Conference

No abstract provided.

The Perception And Stigma Of Onlyfans And Its Users, Tristan Rea, Tanzi Stafford, Alexandria Mcadams, Walker Ridgeway

Undergraduate Research Conference

• How do individuals perceive OnlyFans and its users? • How willing are people to engage with the site? • Do people view OnlyFans as a legitimate form of income?

Stephen F. Austin State University Parking, Madilyn Williams, David Gonzalez

Undergraduate Research Conference

Objectives: • To investigate student's satisfaction with SFA parking using a graded scale. • Find out if there is a specific aspect of SFA parking that needs to be improved and if needed improvements how to achieve this goal.

Permission-Based Marketing: Using Gis To Create Information Visualizations For Nonprofit Organizations., Mark J. Sciuchetti Dr., Jianping Huang

Atlantic Marketing Association Proceedings

No abstract provided.

Putting People First: Female Ceos And Relational Csr, Prachi Gala, Duncan Nicol

Atlantic Marketing Association Proceedings

No abstract provided.

The Relative Importance Of Appearance And Language In Consumers’ Evaluations Of Multicultural Models In Television Commercials, Neleen S. Leslie-Piper

Association of Marketing Theory and Practice Proceedings 2023

ABSTRACT

This study aims to expand the literature on source effects by examining the relative importance of appearance and language in consumers’ evaluations of multicultural models in televisions commercials. Specifically, using accommodation theory as a framework, the study explores how multicultural models affect customers’ perceptions of the source’s credibility, attractiveness as well as overall attitudes toward the commercial, the brand and intent to purchase.

Do You Dare To Study Abroad? Examining Cross-Cultural Differences In The Role Of Covid-19 Post-Pandemic Stress On Study Abroad Intentions And Country Image Formation, Helena Allman, Hilmi A. Atadil, Harriette Bettis-Outland

Association of Marketing Theory and Practice Proceedings 2023

The purpose of this study is to explore the underlying dimensions of Covid-19 stress to determine the extent to which Covid-19 stress has an effect on students’ intentions to participate in future study abroad programs. The underlying stress factors that this work examines include traumatic stress, contamination fears, fears about economic consequences and past Covid illness experience. The paper addresses the cross-cultural differences in these factors’ effects on studying abroad intentions among young individualistic versus collectivistic consumers. The goal of this study is to develop a deeper understanding of Covid related stress phenomena among global young consumer cohorts. The results …

Effects Of Online Consumer Ratings On Persuasion, Magdoleen Ierlan

Association of Marketing Theory and Practice Proceedings 2023

Online product review websites have become very important in the purchase decisions of consumers. Word-of-mouth communication was once limited to the passing of information using verbal means, however, it now extends into text messages and web dialogue, such as online profile pages, blog posts, message board threads, instant messages and emails. The type of review will influence the consumer differently. Also, the need for cognition will impact the way the type of review the consumer requires to decide.

Analysis Of Collegiate Athlete Social Media Engagement On Instagram, Noelle Magann

Association of Marketing Theory and Practice Proceedings 2023

Since its founding in 2010, Instagram has developed into one of the world's largest social media platforms. In 2022, $33.3 billion was spent on instagram advertising by companies, firms, etc. Additionally, almost $5 billion was spent on Influencer marketing in 2022, a 27.8% increase from 2021 and a 34.7% increase from 2019. These statistics show the vast importance influencers have on marketing in today's business world and society as a whole. For this project, I looked into the engagement rates of SunBelt Football athletes. I used at least 2 athletes from each university that had over 1,000 followers on instagram, …

Social Media Influencer Perceived Source Credibility Scale Validation And Consumer Attitudes Toward The Brand: An Exploratory Study In Urban India, James E. Stoddard, Lubna Nafees, Christy M. Cook

Association of Marketing Theory and Practice Proceedings 2023

This study explores the relationship between social media influencers (SMIs) perceived source credibility and the formation of brand attitudes of their followers from an urban Indian sample. SMIs have become a channel in shaping consumers’ brand perceptions for products and services across multiple industries worldwide. Using survey data from India, this research delves into the dimensions of SMI perceived source credibility and attitudes towards the brand. A confirmatory factor analysis (CFA) validated the concept that SMI perceived source credibility is a second order construct that is comprised of SMI perceived expertise, goodwill and trustworthiness. Also, that partial least squares structural …