Marketing Commons^™

The Globe Spins Faster; We Keep Providing Clearer Interpretive Snapshots, Nikhilesh Dholakia, Zeynep Ozdamar Ertekin, Delphine Godefroit-Winkel

Markets, Globalization & Development Review

No abstract provided.

Hedonics Of Used Car Attributes On Market Price, Alexander Bent, Jason Gutierrez

Undergraduate Research Symposium Podium Presentations

This analysis of hedonic price attributes uses Rosen’s paper on hedonic pricing as a framework to analyze the determinants of used car prices found in Craigslist. Using cleaned data, we see over 43,000 listings from 2005 to 2020 and investigate factors that affect used car prices and how they interact in this market. Results show that odometer readings and condition are the strongest factors that influence price, while manufacturers, paint color, drive type, fuel type, size, and year are adverse and depend on perceived attributes, consumer preferences, or market conditions.

Analyzing Social Media Content Strategies That Drive Engagement For Independent Hairstylists, Aurora Batts

Honors Theses

This study explores how social media, has changed the way independent hairstylists market themselves and connect with clients. Social media has become a huge tool in the beauty industry, allowing stylists to showcase their work, build their brand, and attract new clients. Because platforms like Instagram act as a digital portfolio, clients are making decisions based on what they see online rather than just location or recommendations.

Due to this shift, it is important to understand which types of content perform well and generate engagement. This study focuses on identifying the specific content characteristics that lead to higher engagement for …

Digital Touchpoints: Investigating Contact Page Accessibility And Visual Authenticity Within Medical Tourism Health Websites, Alicia Mason, Elizabeth Spencer, Kristen Livingston, Treyton Meyers, Sakshi Bhati, Himika Akram

Faculty Submissions

This study examines two critical digital touchpoints on medical tourism provider (MTP) websites: (1) the accessibility of contact pages which often function as entry points for inquiries, scheduling, and pre-travel coordination, and (2) the authenticity of visual imagery used to shape expectations about care environments, personnel, and technological capacity. A sample of 105 MTPs across all six World Health Organization regions were analyzed using quantitative web accessibility testing and qualitative visual analysis. Results indicate pervasive accessibility errors on contact-page touchpoints and extensive reliance on inauthentic imagery to depict patients, providers, and medical technologies. Together, these practices may distort user expectations …

A Dynamic Systems Framework For Customer Lifecycle Management: From Latent State Discovery To Robust Control Policy, Ali Nasirzonouzi

Northeast Journal of Complex Systems (NEJCS)

Traditional marketing often relies on static strategies that fail to capture dynamic customer behavior. This paper introduces an integrated framework to model and control the customer lifecycle, bridging the gap between empirical data and computational simulation. Using the Customer Personality Analysis dataset, we implemented a five-stage methodology. We first identified three distinct customer segments (At-Risk, Standard, High-Value) using Gaussian Mixture Models. To address the lack of longitudinal data, we calibrated a normative transition model based on customer inertia principles. Our analysis revealed that marketing effectiveness is highly state-dependent; notably, At-Risk customers exhibited a 33.5% lift when targeted with catalogs. Leveraging …

Inflation And Interest Rates, Consequences And Prospects For Marketing, Francis R. Whitehouse Jr.

Atlantic Marketing Association Proceedings

No abstract provided.

Brand Voice: A Proposed Integrative Model Approach, Stephen Carlson

Atlantic Marketing Association Proceedings

No abstract provided.

‘Ghost Franchises’ And Their Branding Challenges: Have They Eliminated Too Many ‘Touchpoints’?, Marko Grunhagen

Atlantic Marketing Association Proceedings

No abstract provided.

Ceo Integrity's Influence On Firm Digital Orientation: How Cmos And Ad Intensity Drive Digital Orientation, Prachi B. Gala, Saim Kashmiri, Iason Koufodontis, Heather Morgan

Atlantic Marketing Association Proceedings

No abstract provided.

Overcoming Negative Perceptions Of The Sport Of Hockey When Promoting Hockey To African American Parents Of Young Athletes: An Exploratory Study Of Potential Obstacles, George W. Stone

Atlantic Marketing Association Proceedings

No abstract provided.

The Effective Use Of Social Media By Universities May Be More Complicated Than We Think: Toward A Better Understanding Of Social Media’S Impact On College-Related Decisions, Julie M. Pharr

Atlantic Marketing Association Proceedings

No abstract provided.

Beyond The Screen: Unveiling Ethical Dimensions Of Consumer Relationships With Virtual Influencers, Heather Morgan, La Toya M. Russell

Atlantic Marketing Association Proceedings

No abstract provided.

Counterproductive Work Behaviors To Cope With Person-Organization Misfit, Subhra Chakrabarty, Brian R. Kinard

Atlantic Marketing Association Proceedings

No abstract provided.

Generative Artificial Intelligence In Professional Selling Course: The Art (And Science) Of Prompt Engineering, Michael Rodriguez, Kevin Trainor, Michael Rodriguez

Atlantic Marketing Association Proceedings

No abstract provided.

Team Selection Applications Using Subjective And Objective Factors: An Analytic Approach, Alan D. Smith

Atlantic Marketing Association Proceedings

No abstract provided.

Global Apparel Companies Adjusting Their Supply Chain Strategies To Post-Covid-19, Alan D. Smith

Atlantic Marketing Association Proceedings

No abstract provided.

Using Ai To Develop A Model For Conducting International B2b Sales Without A Passport, Memo Diriker, Judi Billups

Atlantic Marketing Association Proceedings

No abstract provided.

Maladaptive Influences Of Direct-To-Consumer Pharmaceutical Advertising: The Moderating Influence Of Age And Consumer Loneliness, Sanjay Puligadda

Atlantic Marketing Association Proceedings

No abstract provided.

Caring For Caregivers: A Health Care Marketing Opportunity, Yvette Lynne Bonaparte Dr.

Atlantic Marketing Association Proceedings

No abstract provided.

Unlocking The Potential Of Social Media And Networks: Meditation Practices, Terry Damron, Dr. Joseph Cangelosi

Atlantic Marketing Association Proceedings

No abstract provided.