The Complexity Of Understanding Online Product Evaluation Expressions In The Chinese Cultural Context: How Ratings And Reviews Tell A Different Story,
2022
Fairfield University
The Complexity Of Understanding Online Product Evaluation Expressions In The Chinese Cultural Context: How Ratings And Reviews Tell A Different Story, Mousumi Bose, Lei Ye
AMTP Proceedings 2022
Most online retail websites provide consumers the opportunity to elicit feedback about products and services through ratings and reviews. Extant research has suggested that product ratings and reviews may be reflective of consumers’ cultural views. Little research exists that discusses this lack of consistency between ratings and reviews beyond that suggested by Hofstede’s cultural typology. This research shows that although consumers may provide higher ratings, review texts provide a different perspective: consumers use reviews to provide negative feedback, however, with some tempering nuances.
Monetizing Student Projects: Advice For Marketing Educators,
2022
University of Louisiana at Monroe
Monetizing Student Projects: Advice For Marketing Educators, Zach Moore
AMTP Proceedings 2022
As resources become more scarce in colleges of business, it is increasingly important for faculty members to be creative to generate revenue for their programs. This paper provides several tips for using student projects to raise funds for student development.
Rainbow-Washing Away Customers: Does The Consumer’S Perception Of Rainbow-Washing Affect Purchasing Behavior?,
2022
Florida State University
Rainbow-Washing Away Customers: Does The Consumer’S Perception Of Rainbow-Washing Affect Purchasing Behavior?, Ashley N. Johns, Sindy Chapa, Nakima Brooks, Holly Coleman, Maya Dubois
AMTP Proceedings 2022
In this study, researchers will test to see the effects rainbow-washing has on consumers’ intent to purchase. Rainbow-washing is a new marketing technique in which companies implement different initiatives to appeal to the LGBTQ+ community while not genuinely investing in the community itself. To test if rainbow-washing is correlated to a consumer’s desire to purchase, a survey was distributed using nonprobability sampling to 38 participants. Of the sample, less than half identified as members of the target community (LGBTQ+). As a result, it was concluded there is no significance between consumer attitudes towards rainbow-washing and their intention to purchase. However, …
Love At First Touch: How Swiping Vs. Typing Changes Online Dating Decision-Making,
2022
Drexel University
Love At First Touch: How Swiping Vs. Typing Changes Online Dating Decision-Making, Farhana Nusrat, Yaniu Huang, Cait Lamberton
AMTP Proceedings 2022
Online dating is one of the fastest-growing industries in the United States. Due to its increasing popularity, various dimensions of online dating have been studied in recent years. However, no research has explored how the type of digital platforms used impacts online dating. In this research, we investigate how the use of different platforms (computers vs. smartphones) can influence customers’ decision-making process in the context of online dating. Through multiple studies, we demonstrate that while using their computers (vs. smartphones) to evaluate dating profiles, customers will prioritize the inner attributes of the person (e.g., personality and compatibility). Moreover, the effect …
Examining The Relationships Between Branding Factors And Likelihood Of Recommending: Determinants Of Net Promoter Score,
2022
Valparaiso University
Examining The Relationships Between Branding Factors And Likelihood Of Recommending: Determinants Of Net Promoter Score, Musa Pinar, Tulay Girard
AMTP Proceedings 2022
The study identifies the branding factors related to Net Promoter Score (NPS) that would predict the likelihood of recommending the two strategic business units of the company--convenience store and fuel. It investigates customer perceptions of branding factors of a convenience store/fuel station corporate chain and the relationships among them. The data were collected from the members of the company’s loyalty program. The results reveal that the company has been performing well in branding factors, where the loyalty program is perceived the highest, followed by friendly employees, likelihood to recommend fuel, satisfaction with fuel, and helpful employees. The correlation and regression …
The Patient-Centric Blockchain,
2022
University of North Carolina at Charlotte
The Patient-Centric Blockchain, Sunil Erevelles, Maanasi Bulusu, Timea Honeycutt, Stephanie Seligman, Padma Bulusu
AMTP Proceedings 2022
A revolution is brewing in the healthcare marketplace. In the early nineties, the World Wide Web initiated a new era for the use of the Internet in the consumption of healthcare services. This eventually led to the Big Data movement (Erevelles et al. 2016), which initiated a non-linear transformation in healthcare analytics and developed into a dominant paradigm in the healthcare marketplace. However, the World Wide Web architecture was never designed to support a marketplace in healthcare or, for that matter, a marketplace of any other kind. It was primarily designed for the sharing of information and was even referred …
Facilitating The Choice Of College Major Using The Consumer Decision Process, Content Marketing, And Social Media,
2022
Tennessee Technological University
Facilitating The Choice Of College Major Using The Consumer Decision Process, Content Marketing, And Social Media, Julie M. Pharr
AMTP Proceedings 2022
This paper demonstrates how digital content and patterns of online engagement may be used at every stage of the consumer decision process to influence and inform the choice of college major. Implications and recommendations for college and departmental websites concerning how they can best assist prospective students in choosing a college major are highlighted throughout the paper. With its focus on process, this paper concretely shows how colleges and their academic departments can effectively leverage digital marketing and the consumer decision process to facilitate the college major choice process.
Is Sales Competition A Good Motivator Or A Bad Idea? The Underlying Mechanism Of Threat Appraisals,
2022
University of Houston - Main
Is Sales Competition A Good Motivator Or A Bad Idea? The Underlying Mechanism Of Threat Appraisals, William J. Zahn Ph.D., Yi Peng, Willy Bolander, Bryan Hochstein, David Mathis
AMTP Proceedings 2022
The common logic for competition in sales organizations is simple: as salespeople compete with one another, the sales performance of the entire group should increase. Some prior research has supported this notion, while other studies suggested that competition may adversely affect employees. Our research finds both positions have merit, as a salesperson's perceptions of a competitive psychological climate (CPC) increase sales performance and turnover intentions. To explain this countervailing effect, we turn to cognitive appraisal theory to demonstrate that salesperson appraisal of the environment motivates their behavior. Specifically, salesperson threat appraisals act as a mediator between CPC to performance and …
Building A Personal Brand Using Impression Management In Social Networks,
2022
University of Central Florida
Building A Personal Brand Using Impression Management In Social Networks, Carlos Valdez, Jorge Villegas
AMTP Proceedings 2022
As digital social networks become an integral part of career placement, advancement, and professional networks, young professionals are required to find ways to compete for the attention of potential and current employers. One of the theories that have been used across diverse areas from marketing scholars (Zamudio et al., 2013, Close et al., 2011; Noble et al., 2010) to fashion models (Parmentier et al., 2013) to understand self-promotion for professionals is personal branding. Recent articles like Swaminathan et al. (2020) have expressed the need to understand better how consumers are branding themselves in the hyperconnected world and what psychological consequences …
Exploring The Effects Of Linguistic Elements Of Social Media Corporate Apologies On Consumer Responses,
2022
Georgia Southern University
Exploring The Effects Of Linguistic Elements Of Social Media Corporate Apologies On Consumer Responses, Laurel Johnston
AMTP Proceedings 2022
In the current landscape of social media, consumers bring product and service failure complaints directly to brands daily. Whether such complaints are routine or hold potential for great consequence, social media’s viral nature means any brand-to-consumer interaction could become a public crisis if handled incorrectly. Corporate apologies are an effective strategy to mitigate negative audience sentiment and reduce online interactions that damage brand reputation. This study will manipulate previously identified but largely untested linguistic components of corporate apologies on Twitter, including personal greetings and closures and directives, to test their effects on consumers’ perceived apology sincerity, forgiveness, purchase intentions, and …
Impact Of Model Gender On The Effectiveness Of Advertisements Targeted At Older Viewers: An Analysis In The Context Of Ageing,
2022
Université Paris Sud
Impact Of Model Gender On The Effectiveness Of Advertisements Targeted At Older Viewers: An Analysis In The Context Of Ageing, Corinne Chevalier, Gaelle M. Moal
AMTP Proceedings 2022
Advertising efficiency relies partly on the viewer’s identification to the model used in the ad and model gender facilitates the identification process. Relying on gerotranscendance theory (Tornstam, 2009), we assume that gender identification is not as important to seniors as it used to be when they were younger and that the gender of the model will have no effect on variables of the persuasion process. The results of a survey on 512 seniors aged 60 to 85 reveals that the model’s gender has little impact on the perception of ads by senior viewers. However, matching product gender and model gender …
Defining Health Care Marketing,
2022
Valdosta State University
Defining Health Care Marketing, Gary Futrell
AMTP Proceedings 2022
A review of the leading textbooks published for health care marketing courses shows that they do not adequately define the disciple. This paper promotes the use of the two-word form of health care and defines health care marketing as the activity, set of institutions, and processes for creating, communicating, delivering, & exchanging any good, service, or idea; performed to restore, maintain, or enhance the well-being of an individual or population. This paper fills a gap in the literature by providing linguistic and practical justification for using the two-word form of health care and connects the modern wellness paradigm of health …
Saving Face: Comparing The Effects Of Endorsement Marketing Strategies On Millennial Americans,
2022
Florida State University
Saving Face: Comparing The Effects Of Endorsement Marketing Strategies On Millennial Americans, Alessandra Noli, Sindy Chapa, Daniela Castillo, Tim O'Hara, Anna Dean, Tyler Trobert
AMTP Proceedings 2022
The rapid boom of social media in the 21st century has positioned it as a key instrument in the realm of marketing. Social media has also given rise to a new kind of endorser: the influencer. The present study tested the effects of expert influencers vs traditional celebrities on brand attitude and purchase intentions of makeup products, within a cohort of millennials. Results showed respondents tended to favor the expert influencer in terms of perceived expertise, brand attitude and purchase intention. This has important implications for marketers when it comes to deciding upon an endorser for their brand, with …
Developing Marketing Capabilities To Mitigate Perceived Cybersecurity Risk In Healthcare Organizations,
2022
Augusta University
Developing Marketing Capabilities To Mitigate Perceived Cybersecurity Risk In Healthcare Organizations, Manisha Mathur
AMTP Proceedings 2022
The effective delivery of health care relies on sharing electronic health records across multiple providers in the healthcare system. On the other hand, cybersecurity efforts mostly rely on centralizing sensitive and valuable data and securing devices, networks, and electronic systems. Hence, cybersecurity in healthcare is complicated due to the contradictory characteristics of healthcare delivery and cybersecurity. The firms’ unsuccessful attempts to prevent massive data breaches in the recent past have heightened cybersecurity risk perceptions of customers and cybersecurity-related marketing challenges and opportunities. Therefore, it is critical for marketers to step up and devise strategies and tactics to avert the negative …
Attendance Of International Students At U.S. Colleges And Universities,
2022
University of Montana College of Business
Attendance Of International Students At U.S. Colleges And Universities, Nader H. Shooshtari
AMTP Proceedings 2022
U.S. colleges and universities have traditionally been lauded as a Mecca for attracting international students. Touted as offering the best higher education in the world, international students from around the world have traditionally flocked to U.S. educational institutions. This influx brought opportunities for international students while providing U.S. higher education institution additional revenue and a diverse student body. Beginning with the Trump Administration’s inward tilt, the welcome mat for international students was removed and the COVID pandemic added to the uncertainty and difficulty of accepting international students to U.S. and indeed much of the western countries that traditionally served as …
The Perils Of Using Self-Deprecating Humor: Customer Evaluations Of The Firm After A Service Failure,
2022
Georgia Southern University
The Perils Of Using Self-Deprecating Humor: Customer Evaluations Of The Firm After A Service Failure, Hyunju Shin, Lindsay R. Levine
AMTP Proceedings 2022
The current study investigates the firm’s potential use of self-deprecating humor in response to a service failure and examines resulting consumer evaluations. This study utilizes two scenario-based experiments conducted in the contexts of online retailing and restaurant service. The findings indicate that self-deprecating humor leads to customers’ negative evaluations of the company by decreasing forgiveness intentions toward the company. The mechanism which explains low forgiveness intentions is found to involve heightened perception of dishonesty. Moreover, when perceived benignness of the failure is low (vs. high), self-deprecating humor has a stronger adverse effect on perceived dishonesty. This study suggests that firms …
Destruction And Reconstruction Of Corporate Reputation In The International Business Network Context,
2022
Laurea University of Applied Sciences
Destruction And Reconstruction Of Corporate Reputation In The International Business Network Context, Nikolina Koporcic, Maria Ivanova-Gongne, Jan-Åke Törnroos, Olga Dziubaniuk
AMTP Proceedings 2022
The purpose of this study is to illustrate how a firm’s corporate reputation can be destroyed by the actions of business partners and other network actors, and what the company can do to reconstruct its reputation. The study case exemplifies the importance of reputation and close interactions with foreign business partners in developing countries. Secondary data of a Nordic-based MNC, Stora Enso, is collected, interpreted, and analyzed. We observed issues surrounding the reputation change of the MNC, while focusing on the actions of their business partners. The paper provides empirical insights into the process of reputation destruction and …
Communicating Temporary Brick-And-Mortar Store Closures During Covid-19 Lockdowns In The Uk,
2022
University of Durham
Communicating Temporary Brick-And-Mortar Store Closures During Covid-19 Lockdowns In The Uk, Zsofia Toth, Tristan Emerson, Nikolina Koporcic, Sally Mckechnie, Muzna Shehzad
AMTP Proceedings 2022
This research examines how retail businesses from central England’s Midlands region communicated temporary closure of their brick-and-mortar stores via shop window messages during the first two Covid-19 lockdowns in 2020. These closure notices represent important forms of crisis communication for businesses, which display various levels of information, emotional language, or functional intent, and offer signposts for business continuity. 417 shop window closure notices were photographed - 167 and 250 from the first and second periods of lockdown respectively. In order to analyse the data, a multimodal social semiotic framework was employed, allowing the study to examine the language, design and …
The Corporate Remedy Strategies For Product-Related And Business Ethical Misdeeds,
2022
SUNY at Fredonia
The Corporate Remedy Strategies For Product-Related And Business Ethical Misdeeds, Lei Huang
AMTP Proceedings 2022
Firms take various approaches to mitigate the negative impacts from the misdeeds and repair the damages of the consequences. The current study examines the moderation role of two types of misdeed, business ethics or product performance related, in the relationship between three major crisis remedy strategies and the purchase intentions for both current and potential consumers. The results from 440 participants suggest that a promptness apology is important for current consumers but not for potential consumers. More importantly, the response plan has less impact on the current consumers when a misdeed is business ethics related than product performance related while …
The Sport Marketing Portfolio Matrix: How Brand Relevance Aligns With Fan Behavior,
2022
California State University, Chico
The Sport Marketing Portfolio Matrix: How Brand Relevance Aligns With Fan Behavior, Kirk D. Aiken, Richard M. Campbell, Ajay Sukhdial
AMTP Proceedings 2022
Many fan behavior studies leave applications for strategic sport marketing as afterthoughts. Likewise, studies of sport marketing practices often ignore the complexities of fan psychology. The purpose of this work is to propose a new model that accurately categorizes sport products, better recognizes fan behaviors, and provides sound guidance to sport marketers. The work applies the well-established theory of portfolio management (wherein, investors strive to receive higher returns with lower risks by managing an assortment of investments). Herein, sport fans are viewed as investors that “buy,” “hold,” and “sell” athletes and teams. From sport to sport and season to season, …
