Marketing Commons^™

Playing To Win: The Effects Of Implementing Gamification Strategies In Product Marketing, Sabrina Stone

CMC Senior Theses

Let’s play a game. What effect do you think video games have on twenty-first-century marketing? In this age defined by its nature of digitality, capturing the attention of consumers is an arduous competition. Through market segmentation, research, and the observable variables of consumer behavior, product marketing has turned to video games as a solution to appeal to younger demographics. Gamification is an increasingly applied product marketing strategy employed to increase favorable metrics. Of those key performance indicators (KPIs), boosted measures such as click-through rates, impressions, and engagement rates suggest that gamification is a strategic opportunity to persuade consumers to take …

Empowering Elderpreneurs Scommerce For Genx Consignment Store Owners In West Virginia, Joyita Sarkar

Graduate Theses, Dissertations, and Problem Reports (ETD)

In an ever-evolving digital landscape, this research explores Generation X (GenX) consignment store owners in West Virginia and the transformative power of Social commerce (sCommerce). Despite the ubiquity of Social media platforms, little attention has been given to the impact of sCommerce on the consignment store industry. Drawing from the Technology Acceptance Model (TAM) and the Diffusion of Innovation Theory (DIT), this study examines the factors influencing sCommerce adoption decisions for GenX consignment store owners.

Through qualitative research, this study uncovers untold stories within this entrepreneurial landscape. Purposeful sampling of 11 women and 20-60 minutes of in-depth interviews reveal the …

The Gatekeeper’S Dilemma: 'When Should I Transfer This Customer?', Brett A. Hathaway, Evgeny Kagan, Maqbool Dada

Faculty Publications

In many service encounters, front-line workers (often referred to as gatekeepers) have the discretion to attempt to resolve a customer request or to transfer the customer to an expert service provider. Motivated by an incentive redesign at a call center of a mid-size US-based bank, we formulate and solve an analytical model of the gatekeeper's transfer response to different incentive schemes and to different congestion levels. We then test several model predictions experimentally. Our experiments show that human behavior matches the predictions qualitatively, but not always in magnitude. Specifically, transfer rates are disproportionately low in the presence of monetary penalties …

On The Volatility And Market Inefficiency Of Bitcoin During The Covid-19 Pandemic, Cesar C. Rufino

DLSU Business & Economics Review

The COVID-19 pandemic has been causing unprecedented economic downturn worldwide. As it wreaks havoc on every aspect of global economic activities, stakeholders are wondering how its impact can be quantified to craft viable responses. In the exotic field of cryptocurrencies, prior to the pandemic, everyone was excited about Bitcoin and its multitude of potentials. However, a day after COVID-19 was officially announced by the World Health Organization as a pandemic, the rate of return to Bitcoin dropped by an unheard-of one-day decline of -46.5%, and people started to rethink the prospects of Bitcoin. A day after this steep decline, Bitcoin …

Dynamic Connectedness In The Asean’S Equity Markets During The Covid-19 Pandemic, Yuthana Sethapramote, Suthawan Prukumpai, Lawrence B. Dacuycuy

DLSU Business & Economics Review

The COVID-19 pandemic unleashed shocks that triggered severe global economic contraction and spawned sizeable financial market fluctuations. This paper examines the dynamic connectedness between ASEAN stock markets and major global stock markets using the dynamic connectedness framework developed by Diebold and Yilmaz (2009, 2012). Empirical results reveal that ASEAN stock markets and other emerging markets have experienced higher spillovers from global equity markets during the pandemic than in normal times. In addition, the role of ASEAN region spillovers has increased significantly during the COVID-19 outbreak. This study contributes to the existing literature by investigating the extent of dynamic connectedness between …

A Sector Prioritization Index With Carbon Emission Intensity Considerations, Krista Danielle S. Yu, Christine Alyssa P. Solis, Viknesh Andiappan

DLSU Business & Economics Review

Globalization has influenced the production processes. The varying degree of regulation on carbon emissions has caused some economies to continue with their production practices which can cause them to miss their commitments to international organizations. Previous literature has developed prioritization and vulnerability indices for sectors that account for the socioeconomic metrics, but they were unable to integrate the environmental effects that sectors generate. This study proposed a sector prioritization index with carbon emission intensity considerations to include the environmental effects based on a

multiregional input-output model. The results show that electricity sectors, services sectors, transport sectors, and energy- intensive industries …

Nexus Of Innovation And Firm-Level Productivity: Evidence From Philippine Manufacturing Firms, Zandro M. Catacutan, Willington O. Onuh

DLSU Business & Economics Review

We examine firms’ propensity to engage in innovation activities and the impact of innovation on firm-level productivity in the Philippine manufacturing firms using comprehensive firm-level data from the 2015 World Bank Enterprise Survey. We use two main specifications: the probit model to assess firms’ propensity to innovate, and endogenous switching regression to evaluate the impact of innovation on productivity and address endogeneity issues. Our empirical findings suggest that the propensity of firms to engage in innovation is low and negatively affected by R&D intensity and capital intensity. We find evidence of beneficial effects for both product and process innovations on …

An Angry Face And A Guilty Conscience: The Intrapersonal Effects Of Fake Anger In Negotiation, David Hunsaker, Teng Zhang, Mckenzie Rees

Faculty Publications

Research on anger in negotiation suggests that expressing anger can have detrimental effects on the relationship between the parties but may also improve the expresser’s economic outcomes, resulting in the use of fake anger (i.e., anger that is expressed but not felt) as a negotiation strategy. Based on research on moral emotions, we argue that fake anger in negotiation will lead to expressers’ guilt, which in turn negatively impacts their self-perception and their overall subjective experience of the negotiation. Across three studies (two online and one face-to-face), we consistently demonstrate that fake anger lowers negotiators’ feelings about themselves as well …

What Gives? Leveraging Marketing Knowledge To Increase Consumers’ Charitable Giving, Caitlin Michael

Graduate Theses, Dissertations, and Problem Reports (ETD)

Marketing plays a central role in nonprofit organizations that compete for the donations of individual consumers to achieve their respective missions. To this end, marketing researchers and practitioners have devoted much attention to the antecedents of charitable giving and ways in which solicitations may be made more effective and efficient. This gives rise to the questions: “What has the field learned?” and, relatedly, “What novel effects have not yet been explored?” Within this dissertation, three essays address these questions through the use of multiple methodologies.

The first essay seeks to outline what the marketing field has learned about consumers’ charitable …

2023 January, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2023.

The Effects Of Venture Capital Network Centrality On Earnings Management And Profitability Of Portfolio Company: Evidence From The U.S. Market, Yosavee Niranvichaiya, Sorasart Sukcharoensin

DLSU Business & Economics Review

Based on a sample of 788 U.S. venture capital-backed IPO companies from 2006 to 2015, this research evaluates the impact of network centrality, venture capital (VC), and earnings management on the future profitability of VC-backed portfolio companies. The results suggest that companies backed by VCs with higher network centrality or that are “more centralized” are likely to have better future profitability after an IPO, even with the use of accrual-based earnings management.

Alumni Entrepreneurs Discover Career And Companionship At St. Mary's, Brooke Blanton Leith

Black History at St. Mary's University - 2025 Collection

Some of life’s biggest moments can unfold when people least expect them, and for two alumni in 2008, that became a strikingly true statement. Aaron Thomas and Nsi Heredia found themselves developing their relationship over the course of their time at St. Mary’s University; however, they also were able to develop skills that aided their entrepreneurial adventures. Both Thomas and Heredia were able to start their own businesses in large part due to the education they received in their respective classes, but also through extracurricular opportunities such as the Black Student Union and Marketing Club. While the path of entrepreneurship …

Commentaries On “Scale Use And Abuse: Toward Best Practices In The Deployment Of Scales”, Constantine S. Katsikeas, Shilpa Madan, C. Miguel Brendl, Bobby J. Calder, Donald R. Lehmann, Hans Baumgartner, Bert Weijters, Mo Wang, Chengquan Huang, Joel Huber

Research Collection Lee Kong Chian School Of Business

Five comments below provide strong and interesting perspectives on multi-item scale use. They define contexts and research areas where developed scales are valuable and where they are vulnerable. Katsikeas and Madan begin by taking a global perspective on scale use, demonstrating how the use and transferability of scales become even more problematic as researchers move across languages and cultures. They provide guidance for scale use that is particularly relevant to international marketing and marketing strategy research. Brendl and Calder acknowledge the use of well-formed scales as measured variables in psychological experiments, both as independent and dependent variables, but critique the …

Refereed Research - Impact Of Covid-19 On Subsistence Consumer-Merchants: A Study Of Tourism In The Himalayan Region, Sheetal Kapoor, Jigmet Wangdus, Shikha Upadhyaya

Subsistence Marketplaces

The COVID-19 pandemic disrupted global production and consumption patterns, affecting all anthropogenic activities. Findings from in-depth interviews with subsistence entrepreneurs in the Himalayan region highlight how the pandemic exacerbated the day-to-day challenges of the locals and the strategies they utilized to tackle uncertainties. Implications are derived for research and practice.

Key Words: Pandemic, tourism, subsistence consumer merchants (SCM), subsistence entrepreneurs

Negative Forces In Consumption: Their Unpleasant But Undeniable Influence On Consumers, Yumei Mu

Graduate Theses, Dissertations, and Problem Reports (ETD)

An unfortunate reality of consumer behavior is that it has a negative side: Consumers can experience negative emotions (Harrison-Walker, 2019); firm-consumer relationships can grow sour (Do, 2019); and so on. Already quite prevalent, negative forces in consumption have only increased lately because of the COVID-19 pandemic (Gaydos, 2020). Given the pervasiveness of negative forces in consumer behavior, it is very important for consumer psychologists to study them. To that end, the three essays in this dissertation explore wide-ranging facets of negative forces in consumer behavior and, collectively, greatly augment the field’s understanding of the behaviors, processes, and outcomes comprising the …

Businesses Supposedly Held The Key To The Ada, But They Dropped The Ball: Can Marketing Be The Shot In The Arm America Needs To Bring The Spirit Of The Ada Back To Life?, Elizabeth T. Gratz

Graduate Theses, Dissertations, and Problem Reports (ETD)

This research investigates the historical and current focus of the field of marketing on the disability community and considers whether marketers can positively impact attitudes toward the group through their firm media content. My first essay uses the Rocky Road to Policy Pavers model to discuss the importance of this large and underserved consumer group, and highlights several opportunities for the marketing community to reduce existing barriers to disabled consumers in the marketplace. One way that marketers can reduce stigma and improve attitudes toward the disability community is by strategically portraying individuals with disabilities in their firm media content. My …

On The Path To Decolonizing Health Care Services: The Role Of Marketing, Reece George, Steven D'Alessandro, Mehmet I. Mehmet, Mona Nikidehaghani, Michelle M. Evans, Guarangi Laud, Deirdre Tedmanson

Research outputs 2022 to 2026

Despite considerable investment, health outcomes for First Nations people are well below those of the rest of the population in several countries, including Canada, the United States, and Australia. In this article, the authors draw on actor-network theory and the case of Birthing on Country, a successful policy initiative led by First Nations Australians, to explore the decolonization of health services. Using publicly available archival data and the theoretical guidance of actor-network theory, the analysis offers insight into how marketing techniques and technologies can be deployed to achieve improved health outcomes and implement decolonized approaches. The insights provided have theoretical …

Sales Enablement In Entrepreneurial Ventures: Essays On The Role Of Social Capital And Resilience In Disruptive Environments, Ali Anwar

Theses and Dissertations (Comprehensive)

Enduring commercial success of entrepreneurial ventures is often associated with effective selling and an ability to navigate dynamic environments. However, two challenges stand out: 1) effectively managing cross-functional integration of sales with other value-creating organizational functions, given that selling in the contemporary organization is a multi-actor, strategic effort, and 2) being resilient to environmental disruptions, given the increasing frequency of their occurrence. I take a sales enablement perspective to focus on themes which are essential to optimizing sales performance in entrepreneurial ventures. The first theme focuses on internal social capital embedded in the cross-functional relationships of the sales, marketing, and …

Nomological Network Retrieval: The Development Of A Methodological Process For The Review Of Knowledge Structures In Academia And Its Application To Marketing Scholarship, Mohammad Ali Simjour

Theses and Dissertations (Comprehensive)

The increasing supply of peer-reviewed marketing publications indicates that the scholarly community’s understanding of marketing phenomena has increased significantly. However, this significant increase also prevents individual scholars from gaining insight into marketing phenomena simply because the sheer number of publications make a manual review of the literature impossible. This is an important limitation mainly because the validity of knowledge development processes in marketing partially depend on the scholars’ comprehensive understanding of extant knowledge. In this dissertation, I develop a methodological process to address this limitation and enable scholars to gain insight into large samples of peer-reviewed publications. I then apply …

Travel Motivations And Constraints Of Solo Women Travelers In Turkey, Egemen G. Tukenmez

Journal of Mediterranean Tourism Research

Developments in the field of technology and transportation have accelerated people to travel and encourage consuming tourism products. For this reason, interest of people for individual travels increases year by year along with package tours. Solo travel, which has important parts of individual travel, is one of the crucial elements in travel industry. An important part of this travel is composed by women. Women interest travel solo with different motivations. In this way, they tend to consume different types of touristic products. However, travel constraints that experienced during solo travels affect satisfaction level of solo women travelers. For this reason, …