Marketing Commons^™

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 …

Examining Technology’S Impact On Hotel Operations: A Systematic Review Of Hospitality Research Literature, Xinru Chen

UNLV Theses, Dissertations, Professional Papers, and Capstones

In the hospitality industry, technology’s impact on hotel performance is a central topic since it is closely related to operators’ budget allocation and business decisions. However, former studies have devoted little attention to this issue and have exhibited mixed attitudes, which makes it more difficult for hotel operators to make their technology adoption decisions. To determine the scope of technology’s implication on operations, this study will conduct a systematic review and examine technology’s impact on hotel performance based on the empirical evidence given by scientific publications in the hospitality industry from the last 20 years. The data was obtained from …

Does Political Orientation Affect The Evaluation Of Artificial Intelligence?, Haejoo Han, Sujin Park, Kyoungmi Lee

Asia Marketing Journal

In this study, we propose that political orientation is related to the evaluation of artificial intelligence. Using AI-based medical and legal service providers, we find that the more politically conservative consumers are, the more likely they are to have a lower evaluation of AI-based professional services. Furthermore, we find that the relationship between political conservatism and the evaluation of AI-based services is driven by the extent of the perceived threat that AI poses to human uniqueness. Other potential underlying factors such as the heightened need for control, gender, socioeconomic status, or technology familiarity do not explain this effect.

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 …

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, …

Necessitation Through Growing Entanglements: Why We “Can’T Live Without” Some Products, Jakob Braun

Theses and Dissertations

Much research has been concerned with what constitute necessities and how they are related to pertinent concepts, such as needs, wants, desires, and luxuries (Belk, Ger, and Askegaard 2003; Duncan 2002; Fraser 1998, Hoyer and MacInnis 2004; Kerin, Hartley and Rudelius 2004; Sheth and Mittal 2004). Using thing-focused approaches, earlier studies are primarily concerned with classification schemes using dichotomies such as need-want and necessity-luxury. Studies that employ a human-focused perspective challenge these divisions and argue that necessities cannot be studied without considering the social and historical contexts (e.g., Buttle 1989; Firat 1987). Notwithstanding the important contributions that these studies have …

I Buy Less When Others Suggest: Impact Of Personal Relative Deprivation, Temporal Discounting, Social Norms And Store Reputation On Food Over-Acquisition, Swapnil Saravade

Theses and Dissertations

Food over-acquisition has shown to have detrimental consequences such as food over-consumption, food waste, obesity, and greenhouse effects. Extant literature has typically focused on food over-consumption, with little explanation of its precursor, food over-acquisition. The current thesis situates the research in grocery retail and examines why people over-acquire food. Further, which interventions can marketers develop to mitigate food over-acquisition and in which grocery stores would those be effective? The present dissertation approaches this issue by drawing concepts from two disciplines, sociology, and behavioral economics. Through five studies, the current thesis shows that when people feel relatively food-deprived, they tend to …

2021 August, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for August of 2021.

Retail Employees’ Ethical Value And Climate On Multidimensional Job Satisfaction: A Comparative Study With B2b Employees, Hyowon Hyun, Jungkun Park, Jihwan Yum, Sangwoo Lee

Asia Marketing Journal

In the retail industry, managing companies’ ethical environments is critical because it is associated with employee satisfaction and performance. Despite the increasing demand to understand the role of salespersons’ ethical climate and value on behavior, only a few studies have focused on this connection. Furthermore, the relative impact of ethical issues (e.g., ethical value and ethical climate) on multidimensional job satisfaction in B2B and B2C sectors remains unexplored. Thus, this study 1) explores the impact of ethical issues (e.g., ethical value and ethical climate) on multi-dimensions of job satisfaction (e.g., satisfaction with management, supervisor, co-workers, and customers) and 2) compares …

2021-July-31-Enjoy Retirement, University Marketing And Communication, East Tennessee State University

ETSU News

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

Charles Collins – Professor, Pharmaceutical Sciences, 15 years of service

Kenneth Estes Hall – Professor, Literature and Language, 21 years of service

Thomas Horan – Lecturer, Engineering, Engineering Technology and Surveying, 5 years of service

David G. Mueller – Assistant Director, Campus Recreation, 20 years of service

Kerry Proctor-Williams – Professor, Audiology and Speech-Language Pathology, 19 years of service

Jeffrey Daryl Reed – Network Administrator, Telecommunications, 26 years of service

Lola Terryl Yates – Clinical Instructor, Curriculum and Instruction, …

2021-July-30-2021 Distinguished Staff Awards, University Marketing And Communication, East Tennessee State University

ETSU News

JOHNSON CITY (July 30, 2021) – Eight individuals were honored by the East Tennessee State University Staff Senate in the presentation of the 2021 Distinguished Staff Awards.

Outstanding staff are nominated by their peers for these awards, which include a $2,000 check provided by the ETSU Foundation and an engraved recognition memento from the Staff Senate.

Awards are presented annually to staff members whose performance of assigned tasks, positive attitude in working with others, commitment to the university community, and exercise of extraordinary courage deserve recognition and inspire other employees.

The 2021 winners recognized during the annual Staff Picnic were: …

Impacts Of The Covid-19 Pandemic On Business Education: Case For The Aacsb’S Agility Standard, Lucy Ojode, Mulugeta Wolde, June Claiborne

Southwestern Business Administration Journal

We explored an undergraduate business program’s navigation of an unplanned change, response to the Covid-19 pandemic-occasioned move to online learning, and the resilience of its curriculum by following cohorts of students through two consecutive courses from the end of 2019 through 2020 up to summer 2021. The exploration was aimed at the assessment of the impact of the pandemic-induced disruptions, i.e., how the school’s curriculum fared through the pandemic. Premised on the school’s accreditor, AACSB’s agility-cultivating curriculum guideline, the curriculum should adapt and stabilize post-pandemic. To identify the appropriate cohort for observation, we scrutinized the four progressive levels of agility …

Administering Online Exams From Hesitantly To Innovatively - A Personal Perspective Through An Action Research, Minh Q. Huynh

Southwestern Business Administration Journal

In the midst of COVID-19, university campuses were shut down and faculty had to move their classes online. The abrupt change opened up many challenges. One of them was how to handle online exams. This paper recounted how one instructor had managed the exams online. The paper presents this experience from an action research perspective. At the core is the narrative that captures the exam design process, the tools used, and the proctoring setup. The results are based on the interpretation of the phenomenon through a lens of the unified theory of acceptance and use of technology (UTAUT). The insights …