Marketing Commons^™

Analysis Of The Determinants Of Buy-Now-Pay-Later Payment Mode Among Malaysians In Klang Valley, Wai Zhi Tay, Chi Hau Tan

International Journal of Management, Finance and Accounting

The Buy Now, Pay Later (BNPL) service has become increasingly popular in Malaysia in recent years, especially in the Klang Valley. The BNPL service offers consumers a more convenient payment method and access to credit, raising concerns about increased household debt and financial vulnerability. In this study, this paper used financial literacy, perceived risk, credit attitude, and economic vulnerability to examine which factors influence the intention to use the BNPL payment mode. The Theory of Planned Behaviour (TPB) is used to explain the factors influencing consumers’ intention to use BNPL services. This study adopts a quantitative research design and collects …

Dividend Yield Modelling And Forecasting Under The Wilkie Investment Model With Inflation Effects: Evidence From Malaysia, Ilya Adlina Abd Halim, Norizarina Ishak, Siti Raihana Hamzah, Ahmad Fadly Nurullah Rasedee

International Journal of Management, Finance and Accounting

This study uses the Wilkie Investment Model in the context of the Malaysian stock exchange, incorporating inflation as a significant factor in explaining investment behavior in line with local economic conditions. Although the Wilkie model is broadly utilised in actuarial science and has been assessed in many developed countries, its use in emerging markets such as Malaysia is still limited. Based on historical data from Malaysia, both the dividend yield and inflation series were revealed to be stationary using the Augmented Dickey-Fuller (ADF) test. Therefore, the series is applicable for time series analysis. The study used Malaysian data to estimate …

Augustinian Insights For Social Media Marketing, Jill Risner, Elisabeth Rain Kincaid

University Faculty Publications and Creative Works

Social media use is growing around the world. There are currently 5.41 billion people using social media globally with about 63% of the world’s population actively using at least one platform. Social media platforms are popular among marketers as well, spending $247.3 billion on social media advertising globally in 2025, and comprising 30% of all digital advertising spending.

Neo Banking Adoption Among Banking Customers: An Empirical Study Using Pls-Sem, Sree Bhoojitha V, Vishnucharan N S

Journal of Global Management Research

The rapid advancement of financial technology has fundamentally transformed the banking landscape, giving rise to neo banks — fully digital banking platforms operating without physical branches. Despite the growing significance of neo banking in India, customer awareness and adoption remain evolving areas requiring systematic investigation. This study, titled "Study on Neo Banking Adoption by Banking Customers," examines customer awareness, usage patterns, satisfaction levels, and the key factors influencing adoption intention of neo banking services. Grounded in the Technology Acceptance Model (TAM), the study incorporates Perceived Usefulness, Perceived Ease of Use, and Trust as independent variables influencing Neo Banking Adoption Intention. …

Integrating Circular Economy Principles Into Sustainable Supply Chain Management- A Comparative Study Of Agriculture, Healthcare, And Asset Management, Blessy Milca I, Purushothaman R, Mariofanna Milanova

Journal of Global Management Research

Sustainable supply chain management (SSCM) is a vital strategy for reducing environmental impact while improving efficiency. This study examines the integration of circular economy principles into SSCM across agriculture, healthcare, and asset management. Using a comparative approach, it identifies sector-specific challenges and best practices in resource utilization, waste minimization, and closed-loop logistics. Circular strategies—such as resource recovery, product life extension, and sustainable redesign—are explored as pathways to ecological balance and long-term viability. The role of digital technologies is emphasized: IoT enables data-driven decision-making through sensor networks and real-time monitoring, while blockchain provides transparency, traceability, and secure transactions, strengthening trust in …

Influencer Marketing And Its Impact On Consumer Behavior In Social Media, Sankararaman Ganapathyraman, Suresh S, Thirumagal Pg, Rengarajan V, Aishwarya R

Journal of Global Management Research

Influencer marketing has emerged as a powerful digital marketing strategy in the era of social media. This study examines the effectiveness of influencer marketing in shaping consumer attitudes, brand engagement, and purchase decisions. Primary data were collected through a structured questionnaire distributed using Google Forms, yielding 308 valid responses. Statistical tools such as percentage analysis, correlation, chi-square test, and one-way ANOVA were used to analyze the data. The findings reveal that social media influencers significantly influence consumer purchase decisions, especially among younger demographics. Factors such as engaging content, transparency, and authenticity play a crucial role in building consumer trust. The …

Financial Viability Of Electric Vehicle Manufacturing Ventures In India: A Mixed-Method Assessment Of Profitability, Liquidity, Capital Structure, Funding And Policy Support, Prabhakar Raju Rudra Raju

Journal of Global Management Research

India's electric-vehicle (EV) transition is creating a rapidly expanding manufacturing opportunity while simultaneously exposing young and scaling firms to unusually high capital requirements, uncertain cash flows, technology risk and policy dependence. This study examines the financial viability of selected Indian EV manufacturing ventures by integrating financial performance evidence with funding, operational and policy perspectives. The analysis covers five firms representing electric two-wheelers, buses and commercial three-wheelers: Ather Energy, Ola Electric, Olectra Greentech, Altigreen and Euler Motors. The study follows the mixed-methods design documented in the underlying project, combining financial-ratio and trend analysis with stakeholder discussions, industry evidence and policy-document analysis. …

Theories, Elements, And Value Creation In Higher Education Under Nep 2020: A Systematic Literature Review Through The Lens Of Educational Technology, Leema Christina J., Alamelu R., Hariharan M., Samar Muti Dr

Journal of Global Management Research

In order to transform Indian higher education system, the National Education Policy (NEP) 2020 gives an innovative approach, which is with a great aim of making Indian education system into a global level. NEP 2020 will bring a major change in educational sector by adopting technology which will make the education as more adaptable and flexible in nature to meet out the needs of the learners. This paper discusses about the learning theories and organizational theories, which are highly relevant to education and taken key identification from the theories. Key elements were discussed in this paper by correlating theories’ key …

Harnessing Artificial Intelligence For Real-Time Innovation In Upstream Oil And Gas: A Data-Driven Framework For Early Detection Of Lost Circulation Incidents, Gnana Allan Whinney Gnanapragasam

Journal of Global Management Research

Artificial intelligence (AI) and machine learning are reshaping upstream oil and gas operations, yet their value depends less on algorithmic sophistication than on converting heterogeneous sensor streams into timely operational decisions. This study develops and evaluates an AI-enabled framework for early detection of lost circulation incidents (LCIs) during drilling, positioning this safety-critical use case within the broader innovation architecture of upstream operations. Uncontrolled drilling-fluid losses generate non-productive time, well-control risk, and substantial cost. The empirical component uses historical surface drilling data from approximately 200 wells that experienced severe or total losses, recorded at an average frequency of 0.2 Hz (one …

Medical Tourism Patient Guidance: A Content Analysis Of Risk Reduction Guidelines Available To Global Health Seekers., Alicia Mason, Angela Ashmore

Faculty Submissions

This study examines medical tourism (MT) patient guidance messages intended to reduce procedural risks—those directly related to biomedical treatments—and process risks, which involve logistical, administrative, and interpersonal challenges of seeking healthcare abroad. The analysis focuses on print and digital publications authored by individuals independent of the MT industry, including policy researchers, travel health experts, lifestyle reporters, and consumer-focused medical travel writers. Using a two-phase digital and database search strategy, 27 publications from 2009 to 2024 were identified and analyzed using exploratory content analysis methods. Findings reveal important differences in the scope and depth of guidance aimed at reducing risks for …

The Evolution Of The Modern Library Brand: Transforming Community Engagement Into Sustainable Revenue, Slone Williams

Georgia Library Quarterly

This article examines the development of the Cobb Library Shop, an e-commerce initiative launched by the Cobb County Public Library to generate sustainable funding through brand engagement. Built on a modest startup budget, the shop integrates a multichannel sales strategy and leverages internal talent to create a scalable, community-centered retail model.

The project achieved a full return on investment within 14 days and continues to demonstrate steady revenue expansion. By combining entrepreneurial practices with public service values, this case study highlights how libraries can diversify funding streams, enhance community engagement, and establish a replicable model for revenue-generating library systems.

Promotion Architecture: A Deal Fairness Model Of Restricted Price Promotions, Shangwen Yi, David Hardisty, Dale Griffin, Thomas Allard

Research Collection Lee Kong Chian School Of Business

This research examines the effectiveness of two common types of restricted price promotions: threshold promotions (conditional on spending more than a threshold amount; e.g., “Get $5 off on orders of $10 or more”) and capped promotions (limited to a maximum dollar value; e.g., “Get 50% off, up to $5 per order”). Results from seven pre-registered studies, including one field study, show that threshold promotions lead to higher purchase intentions and conversion rates (but potentially lower purchase amounts) than comparable capped promotions—even though capped promotions are equivalent in maximal economic savings for the consumer—when the trigger value (the spending amount at …

Gaming The Marketplace: Consumer Opportunism And Beliefs About Societal Hierarchy, Shilpa Madan, Aparna Labroo, Constantine S. Katsikeas

Research Collection Lee Kong Chian School Of Business

Consumers often behave opportunistically, taking more than what fair marketplace exchange warrants (e.g., taking excess samples, returning used items). While each individual transgression may be minor, cumulatively they can undermine firm profitability. Thus, addressing consumer opportunism is an important managerial concern. We identify a novel antecedent of consumer opportunism: consumers’ acceptance of societal hierarchy (i.e., power distance belief [PDB]), including firms’ higher position in it than consumers. Nine studies (plus two supplementary studies) employing archival, correlational, and experimental data provide converging evidence that, in marketplace interactions, this belief evokes a need to feel clever (i.e., to feel smart and knowledgeable …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for August of 2026.

Two Essays On Designing Conversational Agents: Varying Level Of Mimicry And Personality–Brand Congruence, Sama Ashouri

Theses and Dissertations in Business Administration

Across two essays, this dissertation demonstrates that mimicry and personality shape consumers’ perceptions of chatbot intelligence, creativity, and fit, with downstream effects on recommendation acceptance that depend on factors such as mimicry intensity, brand familiarity.

Essay1: Mimicry, a central aspect of human interaction, is increasingly being examined in human–AI communication, particularly with chatbots. While prior research shows mimicry can build rapport, trust, and engagement, it has often been treated as a binary factor, overlooking how different levels may influence user perceptions. This research proposes and tests a dual-mediation framework in which different levels of chatbot mimicry affects recommendation acceptance through …

Marketing Strategies To Enhance Awareness And Attract International Patients In The Medical Tourism Industry Of Trinidad And Tobago, Natasha Rachel Rochford-Chance

Walden Dissertations and Doctoral Studies

Disseminating inadequate service information can limit a business's market appeal and hinder its growth. Business leaders must include comprehensive service information in their marketing strategies, as inadequate service information can make a business seem unappealing to potential clients, undermine competitive position, reduce market share, and diminish profitability. The purpose of this qualitative pragmatic inquiry was to explore the marketing strategies used by medical tourism business leaders in Trinidad and Tobago to attract international patients and increase profitability. The participants were eight medical tourism business leaders with experience in implementing marketing strategies. McCarthy's marketing mix theory of product, price, place, and …

The Business Next Door: The Unfamiliar, Unique Story Of Manufacturer Hemco Gage, Steve Vanderveen

University Faculty Publications and Creative Works

Most people are not familiar with Hemco Gage — although every day an estimated 10,000-15,000 vehicles pass by its building at 455 Douglas Ave. in Holland without knowing what happens inside

“What Is Our Brand?” Examining The Indiana State University Athletics Rebrand, Matt Blaszka, Patrick T. Walsh, Craig Morehead

Findings in Sport, Hospitality, Entertainment, and Event Management

Rebranding in sports has become commonplace as teams try to modernize their brand. Often, rebrands are viewed negatively by fans, particularly immediately following the rebrand. However, less is known about the impact of rebranding over time. In this case study, the Indiana State University athletics rebrand was explored three years after the initial launch. A total of 189 participants representing student-athletes, alumni, donors, faculty, and staff were asked open-ended questions on their feelings toward the rebrand. Four different themes emerged. The two positive themes were: modern logo, wordmark, and font, as well as public perception. The two negative themes were …

Provocable Forgiveness In Noisy Brand--Consumer Systems:An Agent-Based Study Of Repeated Interaction, Tahere Ahmadiyan, Hamidreza Navidi, Behbod Keshavarzi

Northeast Journal of Complex Systems (NEJCS)

Repeated brand--consumer exchange is often treated as a managerial problem of loyalty, recovery, and trust. It can also be read as a small complex system: many local decisions about cooperation, retaliation, and forgiveness accumulate into market-level selection. This study uses that perspective to examine which relational rules survive when communication is imperfect. Eight canonical Iterated Prisoner's Dilemma strategies are translated into marketing archetypes and evaluated through round-robin tournaments, a six-level noise sweep, proportional-fitness ecological dynamics, and finite-population Moran invasion tests. The tournament leaderboard is calculated without same-strategy self-play, so that reported payoffs reflect inter-archetype competition rather than homogeneous self-coordination. At …

Designing Menus That Welcome Everyone: How Inclusive Menu Cues Drive Customer Behavior For Diners With Dietary Restrictions, Cortney Norris, Lisa Slevitch, Matthew Bauman, Soyoung Park, Seung Hyun Lee

ICHRIE Research Reports

Millions of consumers navigate dietary restrictions every time they eat out, whether due to food allergies, religious practices, or lifestyle choices such as veganism. Yet most restaurant menus do little to acknowledge these needs. This report summarizes findings from a three-phase study that explored which menu design features most effectively communicate inclusivity to diners with dietary restrictions and how those features influence emotions, attitudes, and likelihood of choosing a restaurant. The results offer restaurant operators concrete, evidence-based strategies for making their menus more welcoming and, in doing so, expanding their customer base.