Marketing Commons^™

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 …

The Role Of Public Investment In Pandemic Recovery, Aris Zoleta

DLSU Business & Economics Review

The goal of this study is to review the risk associated with increases in sovereign deficits and the role of public investment in pandemic recovery. The estimates of DSGE models show that fiscal authority provides more emphasis on debt to GDP than output and deficits. In addition, the stochastic simulation shows that increases in public investment do not limit the increases in private investment. And both public and private investment exhibit procyclical behaviors in the presence of government spending shock. Lastly, the output is more persistent during episodes of technology shocks than during an increase in government spending. The paper …

Explicating The Influence Of Religion In Forming Corporate Governance: Insights From The Philippines, Leveric Tan Ng, John Paolo Rivera

DLSU Business & Economics Review

Religion plays a role in shaping personal values and directing an organization’s moral filter. It is an avenue to impose social morality that may impact corporate governance. We examined the influence of religion in the formation and development of good corporate governance through ethical leadership in the Philippines – a country that has strong religious culture. In validating scholarly literature on religion and enterprise, we looked into the conception and interpretation of religion and corporate governance through a key informant interview of 30 executive directors from private corporations in the country. We found that corporate governance may arise from religious …

Emotional Intelligence And Conflict Management In Family Firms: Using Systematic Literature Review And Bibliometric Analysis, Kris G. Lobo

DLSU Business & Economics Review

Through systematic literature review and bibliometric analysis, the author assesses the current state of research on the relationship between emotional intelligence (EI) and conflict management (CM) in the family business and recommends avenues for future research. The aim of the study is to map and discover clusters taken from existing literature. In terms of methods, Tranfield et al. (2003) recommended guidelines for conducting a systematic literature review was adopted (i.e., planning, conducting the review, reporting, and dissemination) to capture nuances regarding the conceptual link between EI and CM. With limited publications that highlighted the link between emotional intelligence and conflict …

Incumbent Competition And Private Agenda, Anne Marie Go

DLSU Business & Economics Review

Consider two politicians who decide whether to follow what they believe the electorate wants or choose the option that secures their private gain. Policies are implemented when the politicians reach a unanimous decision. The electorate only rewards a politician when a policy is implemented or when the politician is the only one whose action coincides with the popular decision. The results show that if politicians have good decision-making abilities, sufficiently high payoffs in policy implementation—given moderate private agenda payoffs—push them to implement the popular policy. For very poor decision- making abilities, at sufficiently high policy rewards, politicians vote for the …

Principles Of Marketing Eco 21250, Jennifer V. Lavayen

Open Educational Resources

No abstract provided.

Brand Activism In The Age Of Black Lives Matter Movement, Peter M. Mwencha, Reuben K. Njuguna

Atlantic Marketing Journal

This study provides a review of brand activism phenomenon against the background of the Black Lives Matter movement. It is informed by the growing number of activist customers, leaders and corporations that are taking a stand on divisive social and political issues that exists in today’s America. It finds that while socially-conscious consumers respond better to brands that support socio-political causes that they identify with, leaders and corporations should exercise caution when engaging in activism due to its divisiveness as well as the difficulty in aligning a brand’s public stance on an issue and consumers’ beliefs. The study recommends that …

Small Value-Add Local Food Retailer’S Covid-19 And Post-Covid-19 Strategies, Timothy L. Schauer, Denise Ogden, Doc Ogden

Atlantic Marketing Journal

The pandemic came as a blow to retailers that were already under pressure from online competitors that offered low prices and provided the convenience of shopping from home. The media tended to cover the plight and challenges for larger chain stores and big box retailers. However, the small local food providers and retailers also faced challenges and had to manage without the luxury of having dedicated staff and deep pockets with which to navigate through the pandemic. This paper explores the experiences and strategies used by 20 small local value-added food providers and retailers as they navigated the pandemic. Additionally, …

Manufacturing “Hits”: A Data-Driven Ai Approach To Releasing A Pop Song In 2022, Jessica Birk, Madhavi Chakrabarty

Atlantic Marketing Journal

Technology is radically transforming the music industry through the use of big data, artificial intelligence and machine learning algorithms. This paper presents a pilot study that examines the impact of data-driven approaches in creating, predicting, and marketing music. A machine learning algorithm is used to determine the optimal characteristics of the most popular songs and is used as the basis for creating the next song. Next, an AI technique was used to generate the inspiration of the instrumentation and lyrics of the song. Finally, a listener survey is used to determine the trend which included the mood, preference and context …

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 …

2023-January-01-Etsu Student Finds Passion In Park And Recreation, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – David Crockett High School graduate Evan Alvarado initially planned for a career in nursing.  

But after taking a course at East Tennessee State University about wildland firefighting, he had a change of heart.

“The day the class ended, I immediately changed my major to park and recreation management,” he said. “It has been fantastic, and I haven’t looked back.” 

Part of the Clemmer College at ETSU, a concentration in park and recreation management trains students how to plan, organize and lead a range of agencies and programs.  

Alvarado got a boost to his professional progression when …

2023-January-01-Etsu's Dr. Pamela Mims Part Of National Biotech Project, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – Government, business and education leaders across the United States are working collaboratively to make clear to high school students and others that bio industrial manufacturing is a career path open to all.
 
Dr. Pamela Mims is one of several at East Tennessee State University powering this national endeavor. 
 
“We knew this movement was happening, and we knew it would be a huge area of job development in the future,” said Mims, a professor and associate dean of Research and Grants in the Clemmer College. “We also knew we needed to prepare students graduating from ETSU to …

Correlation Of Motivations To View Facebook Video Advertisements With Willingness To View Future Advertisements, Mokhlisur Rahman

Dissertations and Theses

Most people are familiar with the concept of Facebook video ads. Facebook offers enormous features to place in-feed video ads to promote products. An online survey was conducted at the University of South Dakota in Vermillion, South Dakota. The survey looked for user motivations for viewing Facebook video ads. The conceptual framework for this study was chosen as the Uses and Gratifications Theory. Drawing on the UGT, the study uses a previously established and supported scale used in previous uses and gratification studies to measure the correlation among results. All the participants in this study were university students. The study …

Competition And Sensegiving: Nonprofit Markets And Organizational Signaling, Adam Eckerd, Jacob Fowles, Jamie Levine Daniel, Riley Sandel

School of Public Service Faculty Publications

In this paper, we investigate how an organization’s position within its nonprofit marketplace influences how nonprofits convey images about themselves to their stakeholders. We discuss the nature of competition in the nonprofit sector and explore the different competitive positions that nonprofits find themselves in. We assess how this positionality affects the ways that nonprofits attempt to convey images, or senses, of themselves to external audiences. We find that these sensegiving approaches are affected by competition, particularly when considered together with the stage of the organization’s lifecycle.

The Consumer Behavior Impact Of Data Capture Through Artificial Intelligence, Sally Emory Hiott

Doctor of Business Administration Dissertations

Artificial intelligence is changing the way consumers search for information and purchase items and, thus, how people behave across generations. Due to the nature of this cutting-edge technology, organizations are investigating how much to wisely invest, but the artificial intelligence offerings are outpacing the research. Academic scholars and marketing professionals have issued timely prompts for additional studies to supplement the existing literature, which is limited. This research provides insights into privacy concerns surrounding the data collection of artificial intelligence and whether people feel exploited or served by it. Across two articles, surveys were deployed and collected to provide quantitative data …

Sensory Marketing For Consumer Wellbeing, Josh Lundberg

Theses and Dissertations--Marketing and Supply Chain

Chapter 1. Many consumer decisions – from trying a new brand to trying a new recipe – involve some risk. However, although consumers’ appetite for risk has received over fifty years of investigation, the impact of situational variables (e.g., atmospherics) on consumer decision making involving risk remains relatively unexplored. To address this gap, the current work examines the influence of temperature, a ubiquitous situational influence, on consumers’ inclination toward risk. Across four studies, we find evidence for a positive relationship between temperature and risk taking, using multiple manipulations of temperature and measurements of risk. Evidence suggests that this effect is …

Can Marketing Transcend Entrenched Gender Biases?, Thinh Nguyen

Marketing Faculty Publications

Through a feminist lens, Maclaran and Chatzidakis (2022) challenge conventional assumptions about gender, emphasizing its performative nature shaped by social practices rather than inherent traits. This commentary extends analyses of key themes such as gender performativity, the male gaze, and subject-object binaries within marketing. It critiques how marketing strategies reinforce existing power imbalances and systemic biases rooted in historical narratives. The writing also reflects on media interpretations of gender issues through films like 'Turning Red' and 'Barbie'. By contextualizing gendered marketing within broader societal frameworks, this writing contributes to ongoing dialogues in media studies, sociology, and gender studies, highlighting the …

How Social Media Influencer Collaborations Are Percieved By Consumers, Veronica L. Thomas, Kendra Fowler, Faegheh Teheran

Marketing Faculty Publications

Within the social media community, influencers engage in a variety of collaborative practices such as tagging, reposting content from, or forming partnerships with other influencers and brands. While such collaborative efforts are a known practice, less is understood about how influencer collaborations affect consumers' perceptions of the partnering influencers, specifically when a status differential exists within the collaboration. We suggest that such collaborative practices, specifically those where the focal influencer has a higher status than the collaborating partner, may help to weaken consumers' perceptions that the influencer's actions are purely self‐focused. A pilot study, analyzing both influencer–influencer collaborations and influencer–brand …

Learning From Mistakes: A Guide To Expanding The Oversight Board, Kevin Frazier

Catholic University Journal of Law and Technology

More than 4.4 billion people use social media. A few platforms attract a significant number of those users—for example, 2.9 billion people use Facebook, 2.3 billion use YouTube, and 1.2 billion use WeChat. How these major platforms govern themselves with respect to content moderation has an impact on billions of users and may lead to policy changes across other platforms that affect billions more. That is why it is so important to analyze Meta’s Oversight Board—an independent body created for the purpose of “promot[ing] free expression by making principled, independent decisions regarding content on Facebook and Instagram by issuing recommendations …

New Frontiers In Technology: Can Traditional Intellectual Property Rights Laws Be Adapted And Applied To Nfts?, Mariyah S. Wakhariya

Catholic University Journal of Law and Technology

A decade ago, ‘NFTs’ were rarely heard of or known to anyone, unless they worked in or kept up with the tech world. However, they are not new - they have been around for almost two decades. Their popularity has grown over the past few years. ‘NFT’ stands for ‘non-fungible token’. An NFT is a digital file with a unique identity that is verified on a blockchain and is therefore not interchangeable - i.e., a kind of crypto asset, like an authentication certificate for digital artifacts. In theory, NFTs can represent almost any real or intangible property. These days, it …