Marketing Commons^™

Configurational Paths To Generating Knowledge Benefit Through Customer Participation, Woojung Chang

Asia Marketing Journal

Involving customers in the new product development process has been found to create knowledge benefit for the firm. However, the different roads leading to a firm’s knowledge benefit through configurations of which new product development stage customers are engaged in, a firm’s internal co-creation-related capabilities, and the external environment have yet to be specified. To explore the alternative configurational paths to generating knowledge benefit through customer participation, a state-of-the-art fuzzy set qualitative comparative analysis is applied to a sample of 181 new product development projects. The results reveal six different configurations to generate knowledge benefit in the new product development …

A Comparison Of Implicit And Explicit Error Detection And Their Effects On Purchase Intention And Judgments Of Quality, Rachel Fernandes

Legacy Theses & Dissertations (2009 - 2024)

In an online study of purchase intent based on Chinese menu inspection, explicitly noticing grammatical errors by hotspot click was more detrimental to judgments of quality than implicit detection by error estimation. When they estimated errors in a survey question (ordinal measure), participants who reported many (more than nine) errors had lower purchase intent and ratings of quality compared to those with few (about six) or no errors. However, with the more novel, continuous measure based on hotspot detection, participant purchase intent did not decrease as the number of errors noticed increased. Importantly, there were no differences between the hotspot …

2021-August-01-Enjoy Retirement.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

Congratulations to the following member of the East Tennessee State University family who retired in August.  Thank you for your service!

Rana Duncan-Daston – Clinical Associate Professor, Social Work, 5 years of service

Published August 2021 as part of the Accent email newsletter for faculty and staff.

2021-August-01-Weeks Of Welcome .Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University is glad to open its doors to in-person learning and activities this fall, and has planned two weeks of new and traditional happenings to welcome students back to campus.

Bucky's Back-to-School Bash

From Aug. 22-Sept. 4, these Weeks of Welcome will provide new and returning ETSU students with opportunities to enjoy entertainment, engage with fellow students, …

2021-August-01-Etsu's Community Health Centers Receive $1.9 Million Hrsa Grant.Pdf, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY – East Tennessee State University’s Community Health Centers, managed by the College of Nursing, received approximately $1.9 million in grant funding from the Health Resources & Services Administration (HRSA) that will help provide continued and enhanced health care services throughout the COVID-19 pandemic and beyond.

On April 1, HRSA awarded more than $6 billion from the American Rescue Plan to Community Health Centers nationwide. Health centers will be able to use the funds to support and expand COVID-19 vaccination, testing and treatment for vulnerable populations; deliver needed preventive and primary health care services to those at higher …

Marketing A Destination On Social Media: Case Of Three Municipalities Of Izmir, Huseyin O. Altin, Ige Pirnar

University of South Florida (USF) M3 Publishing

Social media, which emerged as a result of rapid developments in information and communication technologies, is known all over the world. Social media and Web 2.0 systems provide huge benefits to its users when compared with conventional media tools such as newspapers, televisions and radio. Destinations from all over the world utilize social media liberally to compete with each other to grab bigger market shares in an overly-saturated market. Aware of the benefits it provides, municipalities use social media for various reasons such as mass announcements, information dissemination and self-promotion. Within this context, main aim of this study is to …

Factors Affecting Investors’ Buying Decision In Real Estate Market In Northern Cyprus, Gurkan Arslan, Karen Howells

University of South Florida (USF) M3 Publishing

North Cyprus has some mixed features in terms of being a region for investment. As a de-facto state it could be seen as an extensively risky place to buy property, as any future reconciliation on the island could see the property being forfeit. Conversely, it is seen as a very lucrative area to invest, as the property values in European terms are very low. For the price of a two bedroom apartment in most places in Western Europe, the investor could buy a villa with a swimming pool in North Cyprus. Other redeeming features are the extremely low crime rate, …

Artificial Intelligence In Retailing, Ibrahim Kircova, Munise Hayrun Saglam, Sirin Gizem Kose

University of South Florida (USF) M3 Publishing

Advances in Artificial Intelligence and Machine Learning technologies have brought a completely new level of data processing that provides deeper business insights. Purchasing advice, dynamic pricing, personal content and advice have become widely used in the retail industry thanks to artificial intelligence. Almost real-time results can be achieved by expanding the scope of data obtained from existing customers and algorithms that mimic human-like behavior. In addition, interactions with machines are more widely accepted than before, allowing consumers to accept innovations faster and thus increase brand loyalty. On the other hand, the success of artificial intelligence, which will change the future …

Customer Value In Retailing (2000-2020): A Narrative Review And Future Research Directions, Rajat Gera, Ashish Pruthi

University of South Florida (USF) M3 Publishing

The purpose of this paper is to synthesize and categorize the literature on customer value in retailing through a narrative review of literature by segregating and arranging the accrued knowledge into a thematic framework. The 27 papers extracted were selected from indexed databases through a systematic multi-stage process by applying exclusion and inclusion criteria. The theoretical perspectives adopted in the studies were summarized and the findings from these studies were then categorized and classified and emergent themes were discussed to draw future research directions. The classification framework adopted consisted of the themes of “Theoretical perspectives”, “Dimensions of Customer Value”, “Antecedents, …

Proceedings Of The Global Conference On Services Management: Volume 2, Cihan Cobanoglu, Valentina Della Corte

University of South Florida (USF) M3 Publishing

This is the second volume of the Global Conference on Services Management Proceedings Series.

ISSN: 2641-5062

Advances In Global Services And Retail Management: Volume 2, Cihan Cobanoglu, Valentina Della Corte

University of South Florida (USF) M3 Publishing

This is the second volume of the Advances in Global Services and Retail Management Book Series. This volume has the following parts:

• Part 1: Hospitality and Tourism
• Part 2: Marketing, E-marketing, and Consumer Behavior
• Part 3: Management
• Part 4: Human Resources Management
• Part 5: Retail Management
• Part 6: Economics
• Part 7: Accounting and Finance
• Part 8: Sustainability and Environmental Issues
• Part 9: Information Technology

ISBN: 978-1-955833-03-5

Hospitality and Tourism

• Significance of VR in the spa: A spatial analysis
  • Irini Lai Fun Tang, Schultz Zhi Bin Xu, and Eric Chan
• Social media marketing in rural hospitality and tourism destination research
  • Samuel …

Local Food Festivals Within The Scope Of Destination Branding, Hatice Akturk, Atilla Akbaba

University of South Florida (USF) M3 Publishing

The perceptions and desires of individuals for touristic products are constantly changing in accordance with the changing conditions of the time. Today, while interest in mass tourism is decreasing, interest and searches for alternative types of tourism tend to increase steadily. In addition, in increasingly competitive conditions, destinations show their differences and attach importance to branding activities to create identity for themselves. In recent years, one of the most important tools used by destination (country, region, city, etc.) managers to differentiate their regions from their competitors and to achieve sustainable competitive advantage is destination branding. Activities in the region are …

Perceived Usefulness, Ease Of Use, Online Trust And Online Purchase Intention: Mediating Role Of Attitude Towards Online Purchase, Muhammed Yazeed, Mohammed A. Dantsoho, Adamu A. Abubakar

University of South Florida (USF) M3 Publishing

Despite this significant breakthrough on the emergence of e-commerce due to the proliferation of the Internet, little work has explored whether attitude towards online purchase can mediate the relationship between perceived usefulness (PU), Ease of Use (EU), Online Trust (OT) and Online Purchase Intention (OPI). This study was set to examine the mediating role of attitude towards online purchase on the relationship between PU, EU, OT and OPI. A cross-sectional research design was used to gather data from the research respondents using a simple random sampling procedure. 441 useful responses were used to analyse the data using partial least square …

Social Media Marketing The African Door Of Return Experience In Badagry-Nigeria, Huseyin Arasli, Maryam Abdullahi, Tugrul Gunay

University of South Florida (USF) M3 Publishing

This study examines the role of social media in promoting the standard of return festivals and revisiting intentions in Badagry, Lagos, Nigeria. The festival, also known as the Door of Return festival, is a cultural event commemorating 400 years of African ancestors who were forcibly taken away as slaves and are now back to their mother land as queens and kings. The African ‘door of experience’, which took place in Lagos Nigeria is the 3rd door of return ceremony reflecting the significance of the slave trade activities that took place in the ancient town of Badagary. Data was collected in …

The Effect Of Corporate Social Responsibility On Consumer-Based Brand Equity: A Research On Automobile Brands, Ali Koroglu, Ibrahim Avci

University of South Florida (USF) M3 Publishing

One of the important issues that businesses emphasize in order to gain advantage in today's competitive environment is corporate social responsibility. Because the consumers' expectations from businesses are not only products and services, but also they expect them to behave responsibly towards society. Consumers care about the corporate social responsibility of businesses and brands of businesses with corporate social responsibility are more accepted by consumers. The aim of the research is to examine the effect of corporate social responsibility on consumer-based brand equity dimensions and the effects of these dimensions on purchasing intention. In this context, an online survey form …

Virtual Influencer As Celebrity Endosers, Fanny Cheung, Wing-Fai Leung

University of South Florida (USF) M3 Publishing

Human-like virtual influencers frequently appeared on various online platforms in recent years because of the rapid development of information technology and artificial intelligence. It is of interest to find out customers attitude and effectiveness of using virtual celebrity in advertising, and the preferred form of virtual celebrity. Celebrity model which comprises of attractiveness, trustworthiness and expertise has been adopted in this study to assess whether virtual celebrity has similar characteristics of real-person celebrity. An online survey has been conducted to examine whether customers have positive views on virtual celebrities and their opinions on virtual celebrity’s attractiveness, trustworthiness and expertise. Survey …

Extending The Theory Of Planned Behavior To Explain Intention To Use Online Food Delivery Services In The Context Of Covid -19 Pandemic, Ahmed C. Bouarar, Smail Mouloudj, Kamel Mouloudj

University of South Florida (USF) M3 Publishing

The increased fear of getting COVID-19 led to significant changes in foodservice delivery and shoppers' behaviors. This paper incorporated trust and fear of COVID-19 into the theory of planned behavior (TPB) model to explore shopper’s intention to use online food delivery (OFD) services in the context of the COVID-19 pandemic. A self-administered questionnaire was developed to collect data from 278 respondents intercepted at the three largest shopping centers located in Algiers city (Algeria). A multiple regression analysis was used to test the hypotheses of the model. This research found that intention to use OFD is significantly and positively affected by …

Market Expansion And Business Growth From The Perspective Of Resources And Capabilities: The Case Of A Micro-Enterprise, Jose G. Vargas-Hernandez, Omar C. Vargas-Gonzalez

University of South Florida (USF) M3 Publishing

This paper has the purpose to determine and to analyze the internal and externa variables to consider in the design and formulation of strategies to be implemented by the small enterprise the D-Ksa aimed to expand organizational capabilities from the perspective business growth based on market expansion. This study intends to answer the question, why, the participation in different promotional events and activities aimed to position the branding in the regional market, do not target to achieve more points of sale in the state of Jalisco? The hypothesis formulated assumes that strategic alliances will increase the share and participation in …

Effect Of Brand Credibility And Innovation On Customer Based Brand Equity And Overall Brand Equity In Turkey: An Investigation Of Gsm Operators, Suphan Nasir, Ozge Guvendik

University of South Florida (USF) M3 Publishing

Today, challenging and intense global competition conditions have led to the transformation of local and small markets into larger and more developed markets. For this reason, firms have had to make different strategic decisions in order to survive and profit. If firms want to challenge the competitors one way is to increase their brand equity. The main purpose of this research is the effect of brand credibility and innovation on customer based brand equity and overall brand equity in the context of three GSM operators in Turkey. The sample for the study is limited to 589 participants. The data was …

Trends And Pattern On Library Marketing: A Systematic Review, Abdurrahman Rahim Thaha, Rita Purnamasari

Library Philosophy and Practice (e-journal)

The purpose of this paper is to analyze trends and patterns of library marketing research results using statistical and co-word analysis with a systematic review. After going through the screening results in the Scopus database, the search results yielded 287 documents in library marketing from 1977 to mid-2021. The analysis results will produce publications, citations, sources, countries, keywords, and topic clusters. The library marketing research trend tends to increase every year, with the most citations related to social media marketing in the library. The primary source of publications in the last three years has been Library Philosophy and Practice. The …