Marketing Commons^™

Learning The Trade-Off: Simulation-Based Sustainability Education In Marketing, Roisin Vize

Case studies: Digital Education

Digital transformation is reshaping higher education, yet gamified business simulations remain among its most widely used and least examined tools. This case study reports on the use of the HUBRO Sustainable Marketing Simulation, a Sage resource, in Marketing 1, a core first-year undergraduate module at TU Dublin. Sustainability in business education is typically reserved for final-year, postgraduate or elective modules. This intervention instead embedded Environmental, Social and Governance (ESG) principles and balancing the triple bottom line from the first year of a four-year degree. Across two cohorts, 51 teams of three to four students ran a fictional jetpack venture over …

The Efficient Market Hypothesis In Youth Entrepreneurship: Understanding, Application, And Contextual Factors — A Systematic Literature Review, Omari Khalifa Mbura Prof,, Binto M. Binto

Business Management Review

This systematic literature review explores how youth entrepreneurs understand and apply the Efficient Market Hypothesis (EMH) in their decision-making, and examines the contextual factors influencing the decision-making nexus. Guided by a post-positivist framework, the review synthesises extant literature across youth entrepreneurship, finance, and digital strategy to map emerging themes and identify knowledge gaps. It covered a sample of 38 peer-reviewed articles, selected in accordance with the PRISMA guidelines. Findings of the systematic literature review show that youth entrepreneurs' engagement with EMH is largely experiential and indirect, influenced by digital literacy, social learning, and the realities of rapidly changing market environments. …

Regional Creative Economy Resilience Index: An Analysis Of The Creative Industry's Role In Fostering National Economic Resilience According To Asta Cita, Dks Nugraha Nugraha, Ramadhania Mumtaz Keesa

Jurnal Vokasi Indonesia

Indonesia's creative economy has survived worldwide economic shifts, especially the COVID-19 epidemic. This industry now drives innovation, culture, and technology. No systematic technique exists to quantify the creative ecosystem's impact on regional economic resilience. The Regional Creative Economy Resilience Index (IRED) is a conceptual model based on Asta Cita 2024–2029's eight strategic missions. This article uses the Asta Cita framework to describe how the creative industry strengthens national economic resilience and advances the IRED idea as a data-driven research and policy tool. This qualitative-descriptive study synthesizes 20 periodicals (2020–2025), analyzes policy, and maps themes using Asta Cita. Source triangulation …

Faculty Development Courses On Ai: Introducing The Faculty Ai Capability Selection Framework, Dan R. Bradbury, Barbara Jo White, H. Kevin Fulk, Raymond Large

Southwestern Business Administration Journal

University faculty members are faced with how to best address pressing needs for building artificial intelligence (AI) skills.  Some of these needs are student-focused, as employers seek graduates with useful AI skills.  Faculty members, understanding how generative AI can impact the work they do, also face pressures to enhance their own skills and comfort using AI tools.  In this article, we consider AI capabilities that are impacting organizations’ expectations for new college graduates as well as AI capabilities changing the shape of faculty members’ work.  We propose the Faculty AI Capability Selection Framework as a means to guide the development …

Interpretive Flexibility And The Social Construction Of Generative Ai In Education: A Scot Analysis, Elham Mousavidin, Sujin K. Horwitz

Southwestern Business Administration Journal

The rapid rise of generative artificial intelligence (GenAI) tools has intensified discussions about their role in education. This study uses the Social Construction of Technology (SCOT) framework to explore how educational stakeholders interpret GenAI and how these interpretations influence its development and adoption. Through an interpretive literature review of research published between 2021 and 2025, we examine stakeholder perspectives using SCOT constructs, including relevant social groups, interpretive flexibility, technological frames, and controversies. Results identify three main interpretive tensions shaping current debates: transformational force versus transactional tool, cognitive augmentation versus cognitive atrophy, and digital empowerment versus digital enslavement. These tensions show …

Refereed Research - Indispensable Yet Not Fully Legitimate: Street Markets As Invisible Subsistence Infrastructure, Raji Srinivasan, Maria C. Merino

Subsistence Marketplaces

Street markets are key provisioning systems across the Global South, supplying fresh food, employment, and retail access absent formal infrastructure. Yet despite street markets’ functional indispensability to millions of low-income consumers, their legitimacy is chronically contested, affirmed by vendors and communities yet challenged by planners, developers, and state authorities who apply formal-economy criteria in evaluating them. We theorize this as a legitimacy paradox and ask what structural mechanisms sustain it? Using composite vignettes grounded in fieldwork, we theorize three mechanisms. First, visibility without recognition: street markets are hyper-visible yet excluded from cognitive templates of legitimate, formal retail. Second, asymmetric essentiality: …

From Consumer Experience To Brand Meaning: Teaching Brand Management Through Lonergan’S Generalized Empirical Method (Gem), Nicole Kirpalani

San Jose - Lonergan Chair in Catholic Philosophy

Teaching marketing involves more than helping students learn disciplinary concepts and frameworks. It also involves developing processes of inquiry that prepare students to analyze complex situations, interpret evidence, exercise judgment, and make thoughtful professional decisions. As marketing practice continues to evolve, marketing education must similarly reconsider how courses, assignments, and learning experiences prepare students for professional practice (Grewal et al., 2025). Lonergan’s Generalized Empirical Method (GEM) offers one framework for structuring this process of inquiry. Lonergan, writing as a philosopher, theologian, and educator, initially described the underlying pattern of conscious operations as the transcendental method. In his later work, he …

People Orientation And Thing Orientation In Business Majors: Implications For Assessing The Impacts Of Cross-Functional Business Program Curricula, Todd J. Hostager, David A. Christopher, Kristy J. Lauver, Christopher Knowles

International Journal for Business Education

Background/Introduction/Purpose:  Prior research documented significant differences in people orientation and thing orientation (PTO) based on type of major and sex.  This study examines a set of measures for helping business programs to assess whether they are producing graduates equipped to consider both people and things when making decisions, regardless of their major or sex.

Methods/Design:  Students in a strategic management capstone course spent a single 75-minute session responding to a brief new venture pitch by identifying what types of additional information they would need to decide whether to invest in the business.  Three Likert-scaled options gauged the extent to participant …

The Influence Of Entrepreneurial Marketing On Sustainable Competitive Advantage In Tanzanian Smes: A Lower-Order Dimensional Analysis, Omari Khalifa Mbura

Business Management Review

Although entrepreneurial marketing is increasingly recognised as multidimensional, limited understanding remains of whether its individual behaviours exhibit equivalent relationships with competitive advantage, particularly when behaviours associated with the same broad dynamic-capability process are considered separately. This study examines the associations between five lower-order dimensions of entrepreneurial marketing (EM)—proactiveness, innovativeness, resource leveraging, customer intensity and value creation—and sustainable competitive advantage (SCA) among food-processing small and medium-sized enterprises (SMEs) in Dar es Salaam, Tanzania. Guided by Dynamic Capability Theory (DCT), cross-sectional survey data from 255 SMEs were analysed using partial least squares structural equation modelling (PLS-SEM) in the SEMinR package in R. …

How Philadelphia Markets Itself As A Fifa 2026 Host City: A Social Media Strategy Analysis, Taylor C. Mickley, Kelly G. Barr, Lali Odosashvili

ICHRIE Research Reports

With the 2026 FIFA World Cup around the corner, host cities are competing for global attention on social media. This study analyzed 543 Instagram posts from three host cities: Philadelphia and New York/New Jersey from the USA and Monterrey, Mexico. Posts were collected between August and December 2025 during the FIFA World Cup qualifying period for North and Central America and the Caribbean. Content was classified by category and format, and engagement was measured through reactions, comments, reposts, and shares. The findings challenge a common assumption: cities that posted the most did not generate the most engagement. Commercial content such …

When Loyalty Intentions Fail: Evidence On The Intention–Behaviour Gap And Customer Retention In Mobile Telecommunications, Danilo Tomšič

Economic and Business Review

This paper quantifies and explains the consumer intention–behaviour gap in mobile telecommunications and shows how it matters for competitive resource allocation. Using a two-wave longitudinal survey of 4887 consumers, I compare stated switching intentions at time t with self-reported provider choice at t + 1 and identify a 15.4% divergence comprising two forms: nonswitching intenders (consumers who intended to switch but did not) and switching nonintenders (consumers who did not intend to switch but did). Binary logistic models reveal temporal asymmetry in determinants. Among nonswitching intenders, higher baseline loyalty (satisfaction, repeat-choice commitment, and recommendation intention) lowers the likelihood of remaining …

Beyond Adoption: How Technology–Organization–Environment Factors Shape The Use Of Social Media Technologies And Performance In B2b Companies, Peter Grabner, Barbara Čater

Economic and Business Review

This study examines how technological, organizational, and environmental factors shape social media technology (SMT) use in business-to-business (B2B) markets and how SMT use relates to customer relationship performance and marketing performance. Building on the technology–organization–environment (TOE) framework, we develop and test a structural model in which perceived simplicity of SMT (technology), SMT strategy (organization), and mimetic competitive pressure (environment) shape SMT use, which in turn affects customer relationship and marketing performance. We collected data with an online survey of 195 marketing and sales professionals from B2B companies in Slovenia. Results indicate that SMT strategy is the strongest predictor of SMT …

Green Information Systems Adoption And Business Outcomes In Ugandan Smes: An Extended Theory Of Planned Behaviour Approach, Sonny Juma Nyeko, Samali Mlay, Cosmas Ogenmungu, Abdallah Ibrahim Nyero

Business Management Review

The study assesses the relationship between TPB antecedents and GIS business outcomes in SMEs, using an expanded TPB framework. Researchers gathered data from SMEs via a survey and analysed it using PLS-SEM. The framework used in the study explains 58.5% of the differences in GIS business outcomes. The results reveal that subjective norms, attitude, benefits, and obstacles are significant predictors of GIS business outcomes such as ecological IT practices, although perceived behavioural control displays an insignificant negative relationship. The study extended the TPB model by incorporating GIS benefits and GIS obstacles as additional factors influencing GIS adoption, business outcomes, …

A Game-Theoretic Approach To Customer Rating Of Hotels On Ota Platforms, George Lymperis, Lambros B. Drossos

Journal of Global Business Insights

This study develops a game-theoretic model of moral hazard in hotel–guest interactions on Online Travel Agency (OTA) platforms, addressing a question the reputation literature has largely overlooked: can customer reviews discipline hotel behavior even in genuinely one-shot transactions, where a guest and hotel never interact again? Standard repeated-game accounts of reputation rely on a shadow of the future that is absent in tourist-dependent markets dominated by one-time visitors. Drawing on principal–agent theory and community-enforcement models of reputation, we model the hotel–guest interaction as a static moral hazard game in which a neutral OTA verifies and enforces review-based penalties. Hotels choose …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for September of 2026.

Moralized Indulgence In The Age Of Inflation: How “Better-For-You” Dessert Brands Reframe Pleasure As Self-Care, Dariya Savrukova

Honors College Theses

In the modern U.S. food landscape, the line between indulgence and wellness has nearly disappeared. The booming “better-for-you” dessert industry, owned primarily by multinational giants such as Mondelēz International, PepsiCo, and Mars Inc., reframes high-sugar, high-calorie treats as acts of self-discipline or self-care. This phenomenon is often referred to as “healthwashing” (Tufts Health & Nutrition Letter, 2022), when through verbal and visual language, these companies transform indulgence into moral consumption, inviting consumers to feel virtuous through consumption. Many consumers crave stability and health, but navigate an environment saturated with manipulative design and ambiguous claims. “Better-for-you” branding exploits this gap by …

Do Dynamic Capabilities Moderate The Effect Of Managerial Attitudes On E-Marketing Adoption? Evidence From Small And Medium Tourism Enterprises In Zanzibar, Hilal Maabad Ame, Omari Khalifa Mbura, Amani Gration Tegambwage

Business Management Review

This study examines the influence of managerial attitudes and dynamic capabilities on e-marketing adoption among Small and Medium Tourism Enterprises (SMTEs) in Zanzibar. Grounded in the Decomposed Theory of Planned Behaviour (DTPB) and Dynamic Capabilities Theory (DCT), the study tests the effects of perceived ease of use, perceived usefulness, compatibility, and perceived security on e-marketing adoption, with dynamic capabilities examined as a moderating factor. Data were collected from 216 SMTEs operating in the Urban and South Regions of Zanzibar and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that perceived ease of use and perceived security …

"Why Do Students Save Less?" A Study Of The Determinants Of Saving Intentions And Behaviours Among Undergraduate Students, Rna Hamza Ahmed Eissa, Chi Hau Tan, Ben Hou

International Journal of Management, Finance and Accounting

Despite the issue of low savings being a serious concern, limited research has been conducted on students’ saving behaviour in Malaysia, especially when it comes to private universities. This research focuses on examining factors that affect saving behaviour among undergraduate students at a private university in Malaysia, in reference to the Theory of Planned Behaviour. A mixed-method design was applied. Quantitative research was conducted, in which 122 valid responses were collected via an online survey and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). In addition, qualitative research with 11 respondents was conducted, and the data were analysed using …

Scrolling, Following, Deciding: The Hidden Power Of Digital Influence On Wise Financial Decision, Nur Fatihah Muhamad Irwan, Wan Rasyidah Wan Nawang

International Journal of Management, Finance and Accounting

The effect of social media and digital influencers on financial behaviours has been well documented, but there is yet any solid evidence of their role in driving wise financial decision-making among Malaysians in particular. This study hence sets out to examine the impact of social media engagement and parasocial interaction in shaping financial attitudes, and the influence of financial attitude, subjective norms, and perceived behavioural control on the intention to practice wise financial decision-making. The mediating role of financial attitude was also studied, specifically in the link between social media engagement, parasocial interaction, and intention. A total of 250 Malaysian …

Impact Of Environmental, Social, And Governance (Esg) Practices On The Stability And Profitability Of Financial Institutions In Malaysia, Sharifah Najihah Syed Ishar, Sharifah Fairuz Syed Mohamad, Nurul Sima Mohamad Shariff, Mazlynda Md Yusuf

International Journal of Management, Finance and Accounting

This study examines how Environmental, Social, and Governance (ESG) activities affect the stability and profitability of Malaysian financial institutions, in light of the country's growing emphasis on sustainable finance. Using annual data from 2014 to 2024, the study focuses on three main objectives: assessing whether stronger ESG practices enhance financial stability, identifying the most influential ESG pillar among environmental, social, and governance components, and evaluating whether ESG performance affects profitability. This study employs random-effects panel regression with robust standard errors, yielding empirical evidence relevant to Malaysia’s dual banking landscape. The results show that stronger ESG performance raises the stability of …