Marketing Commons^™

When Mac Shouldn’T Smile Back: Anthropomorphic Logo And Effect On Consumer Perceptions Of Generative Artificial Intelligence, Ainsley E. Ballard

Honors Scholar Theses

Drawing on prior research suggesting that anthropomorphic design can increase trust, liking, and perceived competence, this research investigates whether these effects extend to generative artificial intelligence logos. A three-group between-subjects study was conducted to examine how varying levels of logo anthropomorphization influenced consumer perceptions of an artificial intelligence brand. In being assigned to one of three logo conditions, humanoid (high anthropomorphism), animalistic (moderate anthropomorphism), or nature/geometric (low anthropomorphism), participants evaluated the new logo across multiple dimensions, including liking, brand fit, trustworthiness, and willingness to buy. Contrary to the initial hypothesis, the low anthropomorphism condition consistently received the most positive ratings, …

Rainbow Row: Tourism, Color, And The Making Of A Civic Icon, 1930s – 1960s, Samantha E. Threlkeld

All Theses

This thesis investigates the emergence of Rainbow Row in Charleston, South Carolina, as a civic and tourism icon through an integrated analysis of visual culture, preservation governance, and material evidence. While Rainbow Row has become one of the most recognizable images of Charleston’s historic district, the chronology and cultural mechanisms through which its colorful façades were produced, interpreted, and disseminated have remained largely unstudied. This study addresses the primary research question: How Rainbow Row’s painted façades were leveraged in marketing and tourism narratives between the 1930s and the 1960s, and what those representations reveal about the construction of Charleston’s civic …

Research On The Spatial Diffusion Process And Influencing Factors Of Traditional Chinese Medicine Brands: Evidence From Beijing Tong Ren Tang, Yuehua Shen

Dissertations and Theses Collection (Open Access)

Against the backdrop of the dual drivers of the revitalization and development of traditional Chinese medicine (TCM) and the rising demand for health-related consumption, the nationwide expansion of TCM chain brands has become a prominent issue of shared concern for both industry and policy circles. However, existing research largely treats cities as mutually independent units and overlooks the spatial externalities arising from geographic proximity. It also implicitly assumes that the driving factors remain stable over a brand's expansion life cycle. This makes it difficult to capture the dynamic evolution of the logic governing store expansion across different stages. Accordingly, this …

Perceived Fiscal Exchange And Tax Compliance: Evidence From Large Corporate Taxpayers In Tanzania, Susan Kiyenze, Mariam Nchimbi, Said Suluo

Business Management Review

This paper examines the relationship between perceived fiscal exchange (PFE) and Tax Compliance (TCO) among large corporate taxpayers in Tanzania while drawing on the Fiscal Exchange Theory (FET). The study on which this paper is based employed a quantitative research design and analysed data using Partial Least Squares Structural Equation Modelling (PLS-SEM) with a sample of 215 large corporate taxpayers in Tanzania. We find that the FET framework has modest explanatory and predictive power. Perceived Fiscal Exchange (PFE) has an insignificant effect on tax compliance of large corporate taxpayers. This suggests that perceptions of fiscal exchange do not necessarily drive …

The Push-Pull Model's Function In Understanding Public Sector Workers' Inter-Organisational Labour Mobility: The Views Of The Herzberg Two-Factor Theory, Rosemary Selestine Massae

Business Management Review

In the modern world, one of the challenges managers have in maintaining their talented staff is labour mobility. Inter-organisational labour mobility (ILM) has been found to be significantly influenced by co-worker relationships, work-family conflict, monetary compensation, and training and development. The pull-push paradigm was inspired by human migration. Since migration not only symbolises movement across physical locations but also encompasses other routine duties, theory is essential to comprehending ILM. However, to date, no existing study has tested the model under the influence of Herzberg’s Two-factor Theory, in explaining ILM uses the public sector as a major setting of the question …

The Impact Of Quantum Computing And Distributed Ledger Technology On Accounting/Auditing/Finance Systems, Ulingeta O. L. Mbamba

Business Management Review

The integration of Quantum Computing (QC) and Distributed Ledger Technology (DLT) is poised to fundamentally reshape modern accounting by transforming how financial data is processed, secured, and verified. QC, utilising qubits, will exponentially enhance data analytics, risk assessment, and real-time financial forecasting, accelerating complex auditing tasks far beyond the capabilities of classical systems. In parallel, DLT, such as blockchain, provides a decentralised, immutable record of transactions, significantly increasing transparency and trust. This synergy may enable real-time analysis, continuous auditing, and intelligent automation, converting traditional static, centralised processes into dynamic, transparent ecosystems. Together, this convergence may redefine accounting, auditing, and finance, …

An Empirical Study On The Impact Of Eco-Friendly Selling Points On The Purchase Intention Of Young Chinese Consumers, Yang Liu

Dissertations and Theses Collection (Open Access)

Industry consumer research widely portrays Generation Z as an identity-driven cohort that enacts sustainability values through consumption. This narrative is often generalized across cultural contexts, assuming that Western-developed green consumption frameworks can be directly transferred without structural modification. Yet Chinese Gen Z’s e-commerce purchase patterns depart notably from this depiction, raising core questions: Can Western green consumption frameworks be applied to Chinese Gen Z? If so, what theoretical and structural adaptations are necessary?

This dissertation develops and tests an integrated three-pathway model to explain green purchase intention among Chinese Gen Z consumers. The model places utilitarian benefits, self-expression benefits, and …

2026 May, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for May of 2026.

From Clicking To Committing: Psychological Distance And Persuasion In Online Animal Adoption Platforms To Enhance Shelter Visitation, David Goodweather

Graduate Theses and Dissertations (2019 - present)

Online animal shelter platforms have become a primary channel through which potential adopters view and evaluate adoptable animals, yet many users do not progress from online engagement to visiting a physical shelter. The dissertation examines how online pet viewing translates into intention to book a shelter visit by focusing on the roles of psychological distance and persuasive influence cues within a high-involvement decision context. Drawing on Construal Level Theory and persuasion research, a sequential process is proposed in which sustained interaction with pet profiles reduces distance-related abstraction, increasing receptivity to influence cues that facilitate movement from initial assessment to action. …

From Consumer-Centric Innovation To Sustainable Restaurant Performance: A Study Of Strategic Capability Integration In An Emerging Market Context, Juliana Juliana, Ira Brunchilda Hubner, Diena M. Lemy, Arifin Djakasaputra, Ferry Jie

Research outputs 2022 to 2026

Increasing pressure for innovation-driven competitiveness requires hospitality firms to integrate technological capability, market intelligence, and customer-focused innovation into coherent strategic configurations. However, prior research has largely examined these capabilities separately, limiting understanding of how their integration influences restaurant marketing performance in emerging markets. This study develops and empirically tests an integrated capability framework linking techno-resonance innovation capability, competitor orientation, consumer-centric innovation strategy, and new service development to restaurant marketing performance using survey data from 300 restaurant managers in Java and Bali, Indonesia. The results of PLS-SEM analysis indicate that techno-resonance innovation capability significantly strengthens consumer-centric innovation strategy and new service …

Understanding Customer Engagement Behavior In Virtual Try-On Services: Evidence From Indonesia, Nyoman Sri Subawa, Ni Putu Chantika Aprilia Nariswari, Made Maenita Dewi, Anak Agung Gede Wiranata, Caren Angellina Mimaki, Made Srinitha Millinia Utami

Research outputs 2022 to 2026

The adoption of immersive technologies, such as Virtual Try-On (VTO), has transformed how consumers evaluate products, interact digitally, and engage with brands. This study investigates the effects of experiential value, flow, perceived enjoyment, customer trust, and customer satisfaction on customer engagement behavior, within the Stimulus–Organism–Response (S–O–R) framework. Experiential value serves as the stimulus, flow and psychological states as the organism, and engagement as the response. Data were collected from 320 Indonesian e-commerce using a purposive sampling technique, targeting respondents with prior experience using Virtual Try-On (VTO) features through an online questionnaire distributed via Google Forms, and were subsequently analyzed using …

The Downside Of Generosity: How Rare Giving Fosters Stronger Social Connection, Minkwang Jang, Shereen J Chaudhry, Ayelet Fishbach

Research Collection Lee Kong Chian School Of Business

Giving serves not only to benefit others and society but also to foster social connections between givers and recipients. However, more giving is not necessarily merrier. This research finds that social connection depends not only on the act of giving but also on how many others receive the gesture from the same giver. Rare givers—those who give to fewer recipients—are perceived as more socially connected to each recipient than broad givers—those who give to many (the rare giving effect). This effect emerges across diverse contexts, including interpersonal gift exchanges in both new and existing relationships and corporate donations. As a …

Strategies To Maximize User Satisfaction And Experience, Consumers' Perspective On Logistic Company Performance In Surabaya., Hananiel M. Gunawan Mr

International Conference on Business and Management Research (ICBMR)

This study examines the influence of Cost Efficiencies (CE), Regulatory Compliance (RC), Technology Integration (TI), and Network Reach (NR) on Customer Experience (CX) and Customer Satisfaction (CS), and how these factors subsequently affect Company Performance (CP) in the context of express delivery services for export activities. The research employed primary data with 100 valid responses from a total of 168 returned questionnaires, collected through purposive sampling. Eligible respondents were UPS customers who had used export services at least twice within the past three months. Data obtained were analyzed using quantitative methods. The findings reveal a significant positive relationship between Customer …

Designing Digital Marketing Through Generative Ai For Koperasi Merah Putih Urban, Alfonsius Alfonsius, Daniel Cassa Augustinus, Ricky Banke

International Conference on Business and Management Research (ICBMR)

This qualitative study examines the potential of Generative Artificial Intelligence (GenAI) to strengthen digital marketing strategies for urban cooperatives, focusing on Koperasi Merah Putih Urban in Medan, Indonesia. Despite cooperatives playing a crucial role in promoting inclusive economic growth, many remain dependent on offline promotion, facing challenges of visibility, uneven member engagement, and lack of sustainable governance structures. Using a juridical-empirical case study approach, data were collected through semi-structured interviews with cooperative officials and MSME actors, observation of cooperative communities, and analysis of legal and policy documents. Thematic analysis revealed three key issues: limited visibility due to inconsistent branding, unequal …

Analysis The Influence Of Product Attributes On Purchase Decision In Choosing A Smartphone Apple Or Samsung., Arumadina Islamiq

International Conference on Business and Management Research (ICBMR)

Smartphones are currently a very important and necessary means of communication for the public. Two of the most popular smartphone brands are Samsung and Apple. The purpose of this study is to measure respondents' assessments of product attribute variables (quality, features, brand, design style, and support services) in purchase decisions.

This research is descriptive. It uses quantitative methods. This study examines two variables in detail, namely product attributes (X) as the independent variable and Purchase Decision (Y) as the dependent variable. The respondents in this study consisted of all consumers who currently use Samsung or Apple smartphone products, with 400 …

Predicting Medical Tourism Destination Preference Of Indonesian Patients: The Roles Of Patient Experience Quality, Perceived Ai Intelligence And Humanness, Eddy Eddy, Sabrina O. Sihombing, Ferdi Antonio

International Conference on Business and Management Research (ICBMR)

This study proposes an investigation on the antecedents of medical tourism destination preference among Indonesian patients, with a specific focus on the novel moderating role of Artificial Intelligence (AI) chatbots. Driven by a significant financial drain from outbound medical travel, this study aims to understand the key factors that influence Indonesian patients to seek care abroad. The proposed conceptual framework posits that medical tourism destination preference is positively predicted by medical technology advancement, service quality, price transparency, and geographical accessibility. Patient experience quality is also hypothesized to mediate these relationships, serving as a critical psychological bridge. The most innovative aspect …

Unraveling The Evolution Of Customer Perspectives In Ride-Hailing And Ridesharing: A Bibliometric Analysis, Arga Hananto, Rhenald Kasali Ph.D, Sri Rahayu Hijrah Hati Ph.D

International Conference on Business and Management Research (ICBMR)

Ride-sourcing services (i.e., ride-hailing and ridesharing)—represent one of the fastest-growing segments of the sharing economy. Although their success fundamentally depends on customer engagement, scholarly reviews have often focused more on operational and technical developments than on customer behavior, satisfaction, and loyalty. This study examines the evolution of ride-sourcing research during the COVID and post-COVID period (2020–2025) through a bibliometric and content analysis of 297 journal articles retrieved from Scopus. While earlier reviews often emphasized operational and technological aspects, this analysis focuses on customer-centered perspectives such as adoption, satisfaction, loyalty, and attitudes.

The findings show a substantial increase in research output …

Competing For Indonesian Film Audiences During The Eid Holiday Season - How Big Is The Role Of Social Media?, Denisha Wahyuni Dekaputri Miss, Elevita Yuliati

International Conference on Business and Management Research (ICBMR)

This study investigates the role of social media electronic word of mouth (e-WOM) in shaping movie ticket purchase intention among Indonesian film audiences. The data was collected using a quantitative online questionnaire survey of 442 Indonesians respondents aged 17 years old and above who have watched Indonesian cinemas in the past six months. The data was analyzed using PLS-SEM software. The findings reveal that information credibility and information usefulness are the most significant predictors of purchase intention. Furthermore, information usefulness plays a strong mediating role between credibility and intention. In contrast, Attitude towards Information and Information Adoption show weak and …

When Social Fundraising Is Active But Hard To Measure: Nonprofit Lessons From Social Media Roi Research, Dr. Blair W. Loveland

Journal of Nonprofit Innovation

This article examines a nonprofit measurement problem that appears when social media is used to support fundraising but the organization cannot clearly connect that activity to a measurable financial result. The article draws on a non-experimental quantitative survey of 106 participants in roles tied to marketing, sales, or revenue reporting. The findings showed that social media use was common, but visibility into spending, formal ROI tracking, and end-to-end attribution was often weak. Seventy percent of respondents who answered the spend question did not know their organization's annual social media spend, 59 percent of respondents who answered the ROI question said …

Linking Sport Simulation Games To Real-World Sport Consumption: The Role Of Passion And Sport Enjoyment, Jeeyoon Kim

Journal of Applied Sport Management

This study examines the potential of utilizing sport simulation games in promoting real-world sport consumption. Drawing on diversification theory, we examine whether psychological experiences (arousal, belonging, achievement) in simulated sport play leads to sport enjoyment and subsequently increases sport consumption intentions (participating, spectating, media viewing); passion-type (harmonious vs. obsessive) is set as a boundary condition based on the dualistic model of passion. Using online survey data from 431 US/Canadian adults who regularly play sport simulation games, multi-group SEM was conducted. In harmonious group, arousal and belonging were positively linked to all three intention-types through sport enjoyment, supporting a positive relation …