Marketing Commons^™

A Creative Perspective On The Tourism Industry In Romania, Alexandra Zamfirache

ITSA 2022 Gran Canaria - 9th Biennial Conference: Corporate Entrepreneurship and Global Tourism Strategies After Covid 19

The purpose of this scientific paper is to review various aspects of the negative impact of the COVID-19 outbreak on the tourism sector in Romania. The paper is based on research that combines a analysis of economic indicators, completed a qualitative research, based on in-depth interviews conducted on the population of Brasov on assessing the travel during the pandemic. Based on the results of research and exploratory research in the literature, we have listed in a concise manner several measures to make tourism cleaner, safer and more sustainable after this famous pandemic.

Can Digital Marketing On Instagram Help To Promote Sustainable Travel? Abstract, Jacques Bulchand-Gidumal Professor, Armin Brysch Professor

ITSA 2022 Gran Canaria - 9th Biennial Conference: Corporate Entrepreneurship and Global Tourism Strategies After Covid 19

The contribution of digitalization and digital platforms to tourism sustainability is a timely topic. In this research we analyze if a digital platform such as Instagram could contribute and be used as a tool to promote sustainability by destinations and by travelers. To this aim, we implement a methodology comprised of four steps: identifying the most recognized sustainable destinations in the world (i.e. Slovenia, New Zealand and Costa Rica), downloading and analyzing the last posts from the official accounts of the DMOs of these destinations, identifying the most frequently used hashtags related to sustainable tourism (#ecoturismo, #ecotourism, #sustainabletravel, #ecotravel and …

What Drives Satisfaction And Dissatisfaction Of Hotel Guests? An Exploratory Analysis Based On Tripadvisor, Carlos Díaz-Santamaría, Jacques Bulchand-Gidumal Professor, Santiago Melián-González

ITSA 2022 Gran Canaria - 9th Biennial Conference: Corporate Entrepreneurship and Global Tourism Strategies After Covid 19

Understanding the drivers of hotel guest satisfaction and dissatisfaction is basic for hotel managers. In this research, we use a large database of more than 30,000 reviews that were posted on TripAdvisor to investigate this issue. We use Power BI to assign a sentiment score to each review and to extract the main phrases from them. This allows us to create two datasets of words and phrases (one derived from the reviews of satisfied guests and one derived from the reviews of dissatisfied guests) in order to compare them. In order to compare both datasets, we perform a quantitative analysis. …

Neuromarketing: A Bibliometric Perspective Of The Field, Saniya Fayaz, Raja Rub Nawaz

Business Review

With an increase in studies relating to consumer perceptions, behaviors, cognition and potential markets, researchers are trying to understand the science of neuromarketing and the copious possibilities it puts forth. The present reviews in the field of neuromarketing are often limited when it comes to the scope or the discussion of documents and further subjects. This serves as a limitation to the consolidative and theoretical implications in the field. The study addresses this theoretical and methodological gap by charting the bibliometric analysis using the citation, cooccurrence, annual productivity, collaborations and sources approaches by analyzing a total of 390 articles extracted …

2023-June-26-His Work Is Educating The World - And Winning Major Awards, University Marketing And Communication, East Tennessee State University

ETSU News

(June 26, 2023) Even before Anthony Salas crossed the commencement stage in May, the East Tennessee native had earned experiences that seasoned industry experts could envy. 
 
That includes time with ESPN films and HGTV.

Anthony Salas

Now, he can add another line to his already impressive résumé.
 
A film he helped produce won Best Documentary Short at Tribeca, a prestigious annual film festival in New York. The honor means the work automatically qualifies for an Academy Award. 
 
"Black Girls Play: The Story of Hand Games," an 18-minute film that emphasizes the contribution to popular culture that young Black girls have …

Effects Of Electronic Word Of Mouth On The Purchase Intention Of Millennials (Gen Y) Of Pakistan: Mediating Role Of Brand Image And Perceived Quality, Maria Younus, Sarah Anjum

Business Review

Purpose:

The study strives to find out how the purchase intentions (PI) of millennials consumer in Pakistan are affected by electronic word-of-mouth impacts.

Design/methodology/approach

To fulfill that purpose, three EWOM determinants - quantity, quality, and valence are chosen. Whereas Brand image (BI) and perceived Quality (PQ) are taken as mediators. The paper adopts a Quantitative approach to survey 169 Karachi respondents. Inferential analysis of collected data was performed using PLS version 4.0. Structural equation modeling is also performed using Smart PLS version 4.0.

Findings

The results confirmed the proposed hypothesis that the quality, quantity, and valence of EWOM significantly influence …

2023-June-23-Etsu Spring 2023 Dean's List, University Marketing And Communication, East Tennessee State University

ETSU News

(June 23, 2023) East Tennessee State University has announced the names of students who attained a grade point average qualifying them for inclusion in the dean’s list for spring 2023. 

To receive this honor, undergraduate students must pass a minimum of 12 credits (excluding audits, incompletes, repeats and pass/fail) with no grade below B- in any course taken, and a grade point average of at least 3.5 on a 4.0 scale. Students from the Bill Gatton College of Pharmacy must successfully complete a minimum of 12 hours and earn a grade point average of at least 3.5 or above with …

The Communication Methods Of The Receptionists And Their Influence On The Customers’ Retention: An Empirical Study On Private Hospitals In Libya, Yousf Ibrahim Aljoudimi

Journal of the Arab American University مجلة الجامعة العربية الامريكية للبحوث

Retention of customers is a focal point of any business, and following a certain retention policy expresses how effective the marketing strategy is. Although the previous studies-especially in the context of the services- focused on how retention is affected by several variables under purchasing behavior theory, they did not address the effect of the communication methods of the receptionists, which play a vital role when communicating directly/indirectly with the customers from the very beginning, during, end served, and retention stages. Therefore, this study is an attempt to bridge this research gap. The main aim of the current study is to …

2023-June-16-Bone-Crushing Excitement Makes For Great Summer Trip, University Marketing And Communication, East Tennessee State University

ETSU News

(June 16, 2023) – Looking for something fun and educational to do this summer? Consider a stop in Gray.  

Overseen by the Don Sundquist Center of Excellence in Paleontology at East Tennessee State University, the Gray Fossil Site and Museum has been a center of research and teaching for more than two decades, with scientists identifying dozens of extinct animal and plant species. And the last year has been an incredible one, with researchers discovering species ranging from large predators to tiny critters previously unknown to science.

Digging is underway now for the new field season, and staff are currently …

2023-June-13-Driven By A Vision For A More Welcoming World, University Marketing And Communication, East Tennessee State University

ETSU News

(June 13, 2023) – Access ETSU, a program that has provided critical support to young adults with intellectual disabilities the past four years, has earned a sizable grant to continue its mission of serving the university and the region. 

The Tennessee Department of Intellectual and Developmental Disabilities awarded East Tennessee State University a $400,000, three-year grant aimed at guiding students into competitive employment and independent living. 

“The term inclusion conveys students with disabilities are a part of a larger social, community and societal system. This is a core value of ETSU. We work so hard to make sure that everyone …

The Influence Of Self-Construal On Consumer Responses To Sizing Discrepancy, Hyeyoon Jung, Peter Magnusson, Yi Peng

Marketing Faculty Publications

Purpose—This study examines how consumers’ self-construal moderates their buying behavior in situations requiring consumers to buy larger-than-expected clothing sizes. We explore the potential effectiveness of two distinct communication strategies - emotional versus informational ad appeals - to mitigate the negative effects of sizing discrepancies.

Design/methodology/approach—A total of three experiments were conducted to examine the proposed framework. Studies 1 and 2 investigate whether self-construal moderates the relationship between sizing discrepancy and purchasing intentions. Study 3 examines the effectiveness of communication strategies in reducing the detrimental effects of sizing discrepancy.

Findings—When encountering sizing discrepancies, we find that consumers with …

How Review Valence Benefits Umrah Sales Performance: The Moderating Role Of Price, Muhamad Izaidi Ishak, Amran Harun

International Journal of Religious Tourism and Pilgrimage

The influence of online consumer reviews on a firm’s sales performance has not yet been investigated in the field of Umrah. In addition, the literature does not explain how price moderates the relationship between online consumer reviews and a firm’s sales performance. Thus, the research objective of this paper is to examine the influence of Umrah online consumer reviews, specifically review valence, on Umrah operator sales performance, with Umrah package price acting as the moderator. 82 Malaysian Umrah operators were involved in this study. The secondary data for Umrah online consumer reviews were collected from Google Maps reviews, which matched …

2023-June-09-Investing In Our Community, University Marketing And Communication, East Tennessee State University

ETSU News

(June 9, 2023) -- East Tennessee State University and Waiting to Hear, a local non-profit that supports children who are deaf, are joining forces to provide local children with an opportunity to attend an auditory verbal camp hosted by ETSU to help them further develop their listening, language and literacy skills.

“We’re grateful to partner with the Waiting to Hear Foundation to provide a transformative summer program for these children later this month,” said Dr. Lynn Williams, interim dean of the College of Clinical and Rehabilitative Health Sciences. “Together we can make a meaningful difference in these children’s lives, and …

2023-June-08-Good As Gold, University Marketing And Communication, East Tennessee State University

ETSU News

(June 8, 2023) From a fun reality-style competition starring East Tennessee State University’s mascot to a campaign highlighting the hands-on learning opportunities available to students, ETSU recently earned accolades for finding innovative ways to connect with audiences across the state.

At the Tennessee College Public Relations Association’s 2023 Communication Awards held in Gatlinburg last month, ETSU received three gold awards, a silver award and a bronze award for work produced by ETSU’s Office of University Marketing and Communications.

Winning a gold award in the “Overall Promotion Campaign” and nominated for “Best in Show” was ETSU’s Go Beyond the Classroom …

2023-June-08-Powered By A Love Of Nature, University Marketing And Communication, East Tennessee State University

ETSU News

(June 8, 2023) – The world is increasingly acknowledging East Tennessee State University as an outdoor lover’s dream. Earlier this year, readers of Blue Ridge Outdoors magazine named the university the 2023 Top Adventure College.

From Clemson University to Virginia Tech, ETSU bested a range of other schools throughout the South. 

Professors want current and potential students to know that jobs exist for those who enjoy spending time outdoors. 

“ETSU has incredible programs that can help you find a career based on your love of nature and adventure,” said Dr. Janna Scarborough, dean of the Clemmer College of Education …

Gender And Socio-Economic Differencesin South African Consumers’ Sentimentstoward Marketing Practices, Thérèse Roux

Journal of Marketing and Consumer Behaviour in Emerging Markets

Studies on modern consumers’ sentiments toward marketing in an emerging market context are vital. This paper compares demographic diff erences in South African consumers’ sentiment toward marketing. Data were collected via a survey with 444 diverse consumers residing in the Tshwane metropolitan area. The fi ndings revealed that South African males are signifi cantly less satisfi ed with marketing communication practices compared to females. Consumers earning lower income were signifi cantly less positive towards marketing in general as well as product quality, price, and selling practices. Afrikaans-speaking consumers’ attitudes were less positive towards marketing communication. The fi nding can guide …

Value Co-Creation In Buy Online Pickup In-Store (Bopis), Elizabeth H. Manser Payne, Addison G. Smith

Mountain Plains Journal of Business and Technology

The purpose of this study is to identify consumer attitudes toward buy online pickup in-store (BOPIS). This study examines how value perceptions change as consumers progress in the online ordering and physical pickup processes within the BOPIS channel. We use a multivariate regression and two separate multiple regression analyses to examine the differential effects of multiple constructs on BOPIS customer satisfaction. As consumers start the process by engaging with the retailer online, perceived usefulness and hedonic value online play a critical role in customer satisfaction. Consumer attitudes change as they pick up their order at the store where the degree …

How Do Brand Communication And Brand Personality Shape Consumer Loyalty?, Emilija Heleta Švrakić, Maja Arslanagić-Kalajdžić

Economic and Business Review

The concept of brand personality plays a crucial role in brand literature as consumers tend to anthropomorphize brands by attributing human characteristics to them. The creation of a brand personality that resonates with consumers leads to greater customer satisfaction and loyalty over the long term. This study investigates the mediating potential of brand personality dimensions, specifically Competence and Sophistication, in the relationship between brand communication (both controlled and uncontrolled) as an antecedent and brand loyalty as an outcome. Using a sample of 340 users of a cosmetic brand, we employed structural equation modeling to analyze the data. Our results indicate …

Relationship Between Customer Expectations And Financial Performance Of Food Industry Businesses In A Customer Satisfaction Model, Petr Suchanek, Maria Kralova

Economic and Business Review

Research on customer satisfaction in repeat purchases shows that the relationship between customer expectations and customer satisfaction can be inverse to what is commonly reported. This also has an impact on the financial performance of an enterprise, which is therefore directly influenced by customer expectations. The goal of this paper is to determine whether customer satisfaction affects customer expectations and whether these expectations have a direct impact on the financial performance of an enterprise. The variables representing factors of customer satisfaction, including customer expectations, are measured using a customer survey. Business financial performance (BFP) was measured using the ROA, ROE, …

2023-June-05-Earning Prestigious Prizes, University Marketing And Communication, East Tennessee State University

ETSU News

(June 5, 2023) – She is spending part of summer in Tanzania thanks to a prestigious scholarship. 

Jessica Potter, a child psychology major and Honors scholar, is studying Swahili in the East African country from mid-June through early August.  

“We are so proud of Jessica and what she has accomplished,” said Dr. Christopher Keller, senior international officer at ETSU and dean of the Honors College. “Jessica has worked hard and is very deserving of this. The award is a perfect fit to help her realize her personal and professional goals in the nonprofit and NGO (non-governmental organization) sector.” 

Potter captured …