Marketing Commons^™

Influence Of Digital Out-Of-Home Advertising On Intention To Purchase Green Products, Michael Humbani

The African Journal of Information Systems

This study investigates the impact of digital outdoor (out-of-home) advertising on environmental product knowledge and environmental concerns, aiming to promote green purchase intentions. The investigation is grounded in the Stimulus-Organism-Response model. Data were collected through a self-administered online questionnaire completed by 274 adult consumers. Using structural equation modelling, the findings indicate that informativeness, credibility and incentives have a positive effect on environmental product knowledge. Of these, only informativeness and credibility were significant predictors of environmental concern. Furthermore, environmental product knowledge was found to significantly influence green purchase intention, but environmental concern had no significant influence. From a theoretical perspective, this …

Applying Means–End Chain Theory To Online Buying And Understanding Consumers' Motivation To Disclose Private Information, Brikena Berisha, Maja Konečnik Ruzzier

Economic and Business Review

The purpose of this study is to define and understand the motives that influence consumers’ decisions to disclose personal data online. Using means–end chain theory as the main theoretical framework, 10 in-depth interviews conducted through soft laddering revealed how both utilitarian and hedonic motivations jointly shape disclosure behavior. The findings show that these motivations interact, demonstrating that data disclosure is driven not only by functional considerations but also by emotional and experiential factors embedded in consumers’ value systems. The study concludes that motivation plays a central and multifaceted role in online data disclosure decisions.

Reimagining The American Dream Of Aging: Filmic Portrayals And Implications For Transformative Advertising Research, Katherine C. Sredl, Julie Whiteman, Finola Kerrigan, Cagri Yalkin

School of Business: Faculty Publications and Other Works

Transformative advertising research uses institutional theory to position advertising as a site for transformative well-being, highlighting the role of ideology in shaping industry practice and output. Our study into discourses of successful aging in three films addressing the lives of older women demonstrates how film uses cinematography, dialogue, and mise-en-scène to discursively create film templates of successful aging. Templates provide cultural ideological frameworks for film audiences in their materialized representations of subject positions, thereby creating consent for the conditions and consumption that symbolize those positions. Although film can offer advertising and its audiences potentially transformative ideological templates of aging and …

Leveraging Csr To Buffer Brand Challenges During Crises: A Saudi Arabian Perspective, Nouf Alrayes, Abdullah Alhidari

Journal of Marketing and Consumer Behaviour in Emerging Markets

Crises, such as economic downturns or global health pandemics, pose significant business challenges. Engaging in CSR initiatives that contribute to societal well-being can help mitigate the negative consequences of crises, reinforce customer gratitude, and minimize corporate hypocrisy. CSR is critical in shaping a company’s accountability and ethical responsibilities. Consequently, there is an opportunity for the firm to see the role of CSR and how it affects customers’ responses and attitudes during any difficult situation. Drawing upon attribution theory and the customer gratitude reciprocity cycle, a conceptual framework was developed to test the impact of CSR on the variables: corporate hypocrisy, …

To Swear Or Not To Swear: Exploring The Role Of Profanity In Influencer Marketing, Mahdi Niknejad Moghadam, Vijay Mahajan

Marketing Faculty Publications and Presentations

Influencers play a central role in promoting products and services on digital platforms. Understanding the impact of their linguistic choices, including the use of profanity, is therefore important for marketers seeking to engage target audiences. This study investigates how influencers’ profanity usage shapes user engagement. The authors analyze videos shared by influencers on a popular video-sharing platform and extract auditory, visual, and verbal features using a range of machinelearning tools. The findings indicate that profanity in focal content is associated with lower engagement, with a substantially larger effect in categories where profanity is less normatively expected. This negative effect is …

The Role Of Negotiable And Non Negotiable Dimensions In Brand Revitalization: The Case Of Whisky Packaging Design, Liang Wang

Dissertations and Theses Collection (Open Access)

In consumer sectors such as digital appliances, apparel, cosmetics, and food and beverages, the number of brands has grown explosively, intensifying market competition. As the primary touchpoint between brands and consumers, product packaging design directly shapes consumer attitudes. Adjustments to packaging elements can catalyze brand growth but may also trigger trust crises. Although recent studies have explored the role of packaging design in brand revitalization, research remains insufficient regarding its “negotiable” and “non-negotiable” dimensions and the mechanisms through which it influences consumer attitudes.

Drawing on brand life cycle theory, brand image theory, and consumer behavior theory, this dissertation investigates how …

Business Capstone Review: An Analysis Of A Local School Foundation, Emily Carlile

University Honors Theses

This capstone review thesis analyzes a school foundation in the Portland Metro Area. The capstone project was designed to conduct research to support the local school foundation, specifically the 18-35 demographic, and to increase overall funding. The project required navigating a compressed ten week timeline and coordinating a large, eleven member team to meet our client’s complex expectations. Beyond our hurdles with research, we managed multiple clients' expectations during the presentation, which were not part of the original consulting process. To maintain the project workload, we communicated with the client through a weekly email, four presentations, and a final recommendation …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for March of 2026.

A Study On The Relationship Between Traffic Spillover And Rental Rates Of Shopping Centre Stores Based On Consumer Movement Data, Hongjun Zhang

Dissertations and Theses Collection (Open Access)

This study is based on consumer movement trajectory data and examines the relationship between traffic spillover among stores within shopping centres and their rent ratios, responding to the practical limitation that traditional rental pricing mechanisms often overlook the dynamic structure of customer flows. Using micro-level consumer movement data and store rental data from three shopping centres in Shenzhen, Nanjing, and Chongqing, this paper constructs a store transition network reflecting customer movements between stores. Social network analysis is employed to measure stores’ network influence indicators (such as degree centrality, betweenness centrality, and structural holes) as well as traffic spillover indicators derived …

The Disney Adult: A Consumer That Creates Free Marketing, Emily Elizabeth Kempf

Theses

This research looks at the evolving complex relationship between the Walt Disney Company, The Disney Adult content creators and the fan base. It focuses on how user-generated content (UGC) and social media can play a large role in contemporary marketing strategies. As the target audience has expanded to include Disney Adult, this new audience has become a central part in the company’s marketing strategy encouraging fan engagement across all social media platforms. This research is a qualitative case study on the Disney Adult and how social media content can be used as a core marketing strategy. The Disney Adult influencer …

Interdependence And Portfolio Analysis Of Property Sector Real Estate Investment Trusts (Reits) In Malaysia During Covid-19, Muhammad Aqhari Azmi, Muhammad Zaim Razak

International Journal of Management, Finance and Accounting

This study examines the benefits of incorporating Malaysian Real Estate Investment Trusts (REITs) into a mixed-asset portfolio, with a focus on the periods preceding, during, and following the COVID-19 pandemic. The study utilises daily data from 1 January, 2018 to 21 October 2024, sourced from the Datastream database. By utilising the Dynamic Conditional Correlation-Generalized Autoregressive Conditional Heteroskedasticity (DCC-GARCH) model, the study examines the volatility of office property REITs and retail property REITs, as well as the linkages between these assets and stocks and bonds. The findings reveal that REITs exhibit unique volatility structures and correlations with other financial assets, which …

Cultivating Responsible Artificial Intelligence Practices In Malaysian Higher Education, Sharfika Raime, Norsafriman Abd. Rahman, Raemah Abdullah Hashim, Mohd. Farid Shamsudin

International Journal of Management, Finance and Accounting

The integration of Artificial Intelligence (AI) in higher education presents both opportunities and ethical challenges. In Malaysia, private universities are adopting AI at a pace that often outshines the development of governance frameworks, raising concerns over transparency, data privacy, and ethical literacy. This research examines the influence of three predictors (AI Transparency, Data Privacy Awareness, and Ethical AI Literacy) on the ethical use of AI among 221 academicians. Guided by Deontological Ethical Theory and employing a quantitative correlational design, the analysis revealed strong and significant relationships among all variables. Data Privacy Awareness emerged as the most consistent and positive predictor …

Factors Affecting The Adoption Of Artificial Intelligence-Driven Wearable Technology In The Malaysian Healthcare Sector: A Conceptual Framework, Syeda Hafsa Rizwan, Anusuyah Subbarao, Nasreen Khan, Farrukh Ahmed Khan, Shaikh Fazlur Rahman, Nimra Aziz, Syed Muntazir Azhar Shah

International Journal of Management, Finance and Accounting

This conceptual paper examines the adoption of Artificial Intelligence (AI)-driven wearable technology, including smartwatches, fitness trackers, wearable ECGs, glucose monitors, and pain management devices, in transforming healthcare in Malaysia. Despite the extreme potential to enhance patient care and healthcare monitoring, the adoption of AI-driven wearable technology remains limited due to several persistent barriers. The purpose of this study is to examine these challenges and propose a framework to improve the integration of AI-driven wearable technology in Malaysia’s healthcare system. Grounded in the Diffusion of Innovation (DOI) theory, this study examines how five key innovation attributes —relative advantage, compatibility, complexity, trialability, …

The Future Of Marketing: Personalized Customer Engagement Through Artificial Intelligence In The Malaysian E-Commerce Landscape, Aaron Aw Teik Hong, Herison Surbakti

International Journal of Management, Finance and Accounting

This research examines how Artificial Intelligence (AI) is used in adapting customer engagement in e-commerce in Malaysia. Many companies are turning to chatbots, recommendation systems, and personalized analytics in AI to enhance customer service and business operational productivity. However, AI integration among Small and Medium-sized Enterprises (SMEs) in Malaysia is still in its early development phases. Technological limitations, budget constraints, and existing regulations pose significant challenges. The study employs a qualitative approach by examining academic journals, industry reports, policy documents, and case studies to investigate the problems and challenges related to AI in marketing personalization. The conceptual framework helps study …

Influence Of Time Management Skills And Technostress On Academic Performance Among The Private University Students: A Conceptual Framework, Jogtika Ramasamy, Nasreen Khan Thandar Oo

International Journal of Management, Finance and Accounting

Digital tools enhance learning but can also cause technostress, which can impact focus and academic performance. Balancing technology use with effective time management and social engagement is key to student success. Students in Malaysia's Klang Valley reported increased feelings of loneliness, mental health issues, and technostress, particularly as a result of the shift to online learning. This study aims to propose a conceptual framework based on the Study Demand-Resources Theory, examining how time management skills and technostress dimensions influence academic performance through the mediating role of student engagement. A quantitative and cross-sectional survey will be conducted by distributing Likert scale …

Innovative Approaches To E-Grocery: Analyzing Customer Satisfaction In Facebook Livestream Shopping, Karen Tien Wan Lin, Vincent Oh Kim Seng, Hasliza Hassan, Shaikh Fazlur Rahman

International Journal of Management, Finance and Accounting

The primary objective of this study is to examine the crucial determinants that influence customer satisfaction in Facebook livestream e-grocery shopping in Malaysia, with a particular focus on housewives as a significant consumer segment. A sample of 220 respondents was selected using simple random sampling, and the data was analyzed using the Statistical Package for the Social Sciences (SPSS). The analysis confirms the hypotheses that customer satisfaction in Facebook Livestream e-grocery shopping was influenced by factors such as product quality, security, website design, delivery service and e-service quality. Interestingly, three factors, including information quality, payment method, and product variety, were …

Digital Marketing And Consumer Behaviour In Travel Services: A Conceptual Framework On The Mediating Role Of Brand Trust, Omar Abdulaziz Sultan Abdullah, Junainah Binti Mohd Mahdee, Nurazlin Binti Mohd Fauzi

International Journal of Management, Finance and Accounting

Digital marketing shapes each moment of the contemporary travel journey, yet limited evidence still obscures how individual tactics foster purchase decisions. This conceptual study will develop an integrative framework that integrates four core touch-points, including social media marketing, email marketing, search engine marketing, and online reviews on travellers’ purchase intentions, positing brand trust as the central psychological mechanism. Guided by the Stimulus-Organism-Response theory, thirteen propositions will specify both the direct effects of each touch-point on trust and purchase intention, and trust as a mediator role. To demonstrate the mechanism for empirical validation, future research will conduct a purposive sampling of …

Subdimensions Of Technostress Across Industries: A Systematic Review, Jogtika Ramasamy, Nasreen Khan Thandar Oo

International Journal of Management, Finance and Accounting

Technostress is the stress induced by the use of digital technologies, which has attracted growing academic interest due to its multidimensional nature and impact across various industries. In this light, the aim of this systematic review was to analyse the most frequently reported sub-dimensions of the technostress creator's framework, identify the issues related to the dimensions of technostress and to evaluate how technostress is conceptualised as a unidimensional or multidimensional construct. Based on Scopus as the single database, 52 empirical papers were retrieved that have been published from 2020 to 2025 mid and were subject to a structured dimension-mapping approach. …

Investigating Volatility Spillover Between The Energy Market And The Sectoral Stock Markets In Malaysia: Evidence From Vhar-Type Models, Mariam Mohamed Abdelwahab Mohamed Badawi, Sew Lai Ng, Ruzanna Ab Razak

International Journal of Management, Finance and Accounting

This study examines the realised volatility spillover effects between Malaysia's energy market and other sectoral indices on the Kuala Lumpur Stock Exchange from September 2018 to December 2024. To address the limitations of current volatility modelling approaches, this study employs the Vector Heterogeneous Autoregressive (VHAR) model combined with the Realised Range-Based Volatility (RRV) measure to capture heterogeneous market behaviours at daily, weekly, and monthly time horizons. High-frequency data from September 2018 to December 2024 (earlier data are unavailable for some sectors) were collected from the financial data provider Bloomberg. The findings reveal that the energy sector exhibits strong volatility persistence, …

Click, Watch, Buy: Understanding Purchase Intention Of Malaysian University Students In The Live Stream Shopping Era, Ying Tsuen Wong, Siow-Kian Tan, Siow-Hooi Tan

International Journal of Management, Finance and Accounting

This study aims to examine the factors that influence purchase intention in live streaming e-commerce among Malaysian university students. It explores background characteristics, shopping behaviours, and live stream features such as streamer expertise, broadcast scheduling, post-sales service, structural bonds, social bonds, and financial bonds. Data were collected from 347 university students using convenience sampling through an online survey. Group comparisons were conducted using t-tests for gender, and an analysis of variance (ANOVA) for other background characteristics and shopping behaviour variables. Multiple regression analysis was used to test the relationship between live stream features and purchase intention. The results show significant …