Pabrik Gula Di Tangan Netizen: Pemanfaatan User Generated Content (Ugc) Sebagai Mesin Promosi Film,
2026
Program Pendidikan Vokasi Universitas Indonesia
Pabrik Gula Di Tangan Netizen: Pemanfaatan User Generated Content (Ugc) Sebagai Mesin Promosi Film, Muthiah Khansa Basyirah, Khairunnisa Devani Aqtus Permana Putri Putri, Peny Meliaty Hutabarat, Yunita Miftahul Jannah
Jurnal Sosial Humaniora Terapan
Social media continues to drive growing digital trends in Indonesia, including marketing strategies. TikTok has become one of the social media platforms capable of gaining wider exposure due to its ability to create viral content. In line with the increasing use of TikTok, the phenomenon of User Generated Content (UGC) has emerged. This study aims to examine UGC in the marketing strategy of the film Pabrik Gula (Sugar Factory) to improve effective communication, close relationships with audiences, and creative content production strategies. This study uses User Generated Content (UGC) as the research subject and Pabrik Gula as the object, using …
Digital Influencer Sebagai Faktor Pembentuk Brand Awareness Produk Time Phoria Di Kalangan Generasi Z,
2026
Institut Pertanian Bogor, Indonesia
Digital Influencer Sebagai Faktor Pembentuk Brand Awareness Produk Time Phoria Di Kalangan Generasi Z, Maura Najwa Maitsa, Hudi Santoso, Enden Darjatul Ulya, Rici Tri Harpin Pranata
Jurnal Sosial Humaniora Terapan
Digital influencers play an important role in building brand awareness among Generation Z through digital marketing communication. This study aims to analyze the characteristics of digital influencers, including credibility, expertise, and attractiveness, as factors shaping brand awareness of the beauty product Time Phoria among Generation Z who consume content on the TikTok platform. The study adopts a descriptive quantitative approach using a survey of 100 respondents who met the research criteria. The results show that credibility, expertise, and attractiveness of digital influencers contribute positively and significantly to brand awareness, with credibility identified as the most dominant factor. These findings highlight …
Marketing Strategy In The Age Of Ai,
2026
Fort Hays State University
Marketing Strategy In The Age Of Ai, Mary C. Martin
All Open Educational Resources
Marketing Strategy in the Age of AI is an Open Educational Resource designed to help students master foundational marketing strategy while understanding how artificial intelligence is reshaping marketing practice. The textbook emphasizes core strategic thinking and positions AI as a tool that enhances, rather than replaces, human judgment and decision-making. The book covers key areas of marketing strategy across the marketing mix, including environmental analysis, market research, product development, pricing, distribution, and promotion. Each chapter introduces established marketing frameworks and then explores how AI-driven tools and data improve insight, speed, and effectiveness in real-world marketing decisions. Examples and cases highlight …
The Nexus Between Entrepreneurial Ingenuity Antecedents And Market Penetration Of Tanzanian Formal Retail Businessesmarket Penetration: Entrepreneurial Ingenuity: Formal Retail Business,
2026
University of Dar es Salaam
The Nexus Between Entrepreneurial Ingenuity Antecedents And Market Penetration Of Tanzanian Formal Retail Businessesmarket Penetration: Entrepreneurial Ingenuity: Formal Retail Business, Salum Makangila, Omari Khalifa Mbura
Business Management Review
The entrepreneurial ingenuity is a fundamental strategy employed by business proprietors and operators to navigate market penetration challenges when formal and informal retail businesses operate simultaneously in the same commercial environments. Guided by positivism research philosophy and cross-sectional design, quantitative data were collected from randomly selected sample size of 520 business proprietors and operators through structured questionnaire. The study hypothesized and tested the relationship between entrepreneurial ingenuity antecedents and market penetration of Tanzanian formal retail businesses using Structural Equation Modelling (SEM). The empirical results reveals that entrepreneurial ingenuity antecedents namely creative, innovative and open-minded behaviour positively and significantly influences market …
Strategic Distribution, Digital Marketing, And Open Innovation: Toward Integrated Capability Development For Sme Performance,
2026
Management Department, Universitas Kristen Indonesia Paulus, Makassar, Indonesia
Strategic Distribution, Digital Marketing, And Open Innovation: Toward Integrated Capability Development For Sme Performance, Johannes Baptista Halik, Maria Yessica Halik, Septin Basongan, Jhoel Mapau
Asia Marketing Journal
This study examines the impact of Distribution Strategy on SME performance, with Digital Marketing and Open Innovation as mediating variables. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), data were analyzed from 250 SMEs in Makassar, Indonesia. The results show that Distribution Strategy positively affects performance, both directly and indirectly through Open Innovation. However, Digital Marketing does not serve as a significant mediator, indicating that its use among SMEs may still be limited to tactical functions. Open Innovation emerges as the strongest contributor, highlighting its role in converting distribution capabilities into performance gains. The study enriches Resource Advantage (R-A) Theory …
Mitigating Appearance Threats: The Differential Effects Of Compensatory Consumption On Self-Control,
2026
Ewha Womans University, Korea, Republic of
Mitigating Appearance Threats: The Differential Effects Of Compensatory Consumption On Self-Control, Yi-Seo Jo, Eunice Eun-Sil Kim
Asia Marketing Journal
Appearance threats, arising from gaps between one’s appearance and societal beauty standards, weaken self-control the capacity to favor long-term goals over immediate impulses. This research explores how compensatory consumption mitigates these effects, focusing on type (within-domain vs. across-domain) and timing (near-future vs. distant-future) across two studies. Rooted in symbolic self-completion and construal level theories, Study 1 examines how compensation type affects self-control under appearance threats, with rumination as a mediator. Findings show across-domain compensation sustains self-control by diverting focus from appearance concerns, unlike within-domain compensation, which heightens rumination and impairs self-regulation. Study 2 investigates how compensation timing moderates these outcomes, …
When And Why Managerial Responseswork: A Dual-Process Model Of Linguistic Cues, Review Rating, And Usefulness,
2026
Post-Doc Researcher, Basic Science Research Institution, Chungbuk National University, South Korea
When And Why Managerial Responseswork: A Dual-Process Model Of Linguistic Cues, Review Rating, And Usefulness, Jungwon Lee, Cheol Park
Asia Marketing Journal
This research develops and empirically tests a contingency model explaining how specific linguistic characteristics of a firm's response to an online review influence the review's usefulness. We argue that the diagnostic value of different linguistic cues is contingent upon the reader's information processing mode-systematic versus heuristic-which is triggered by the valence of the original review's rating. An econometric analysis of 41,704 review-response dyads from TripAdvisor reveals that a conceptual cue (personalization, operationalized as topical relevance) and a perceptual cue (readability) both significantly increase review usefulness. In contrast, another perceptual cue (Linguistic Style Matching) decreases usefulness, a finding we interpret as …
“It’S A Dupe, Not A Counterfeit!” An Exploration Of Motives For Dupe Consumption Motives,
2026
Research Professor, College of Media & Communication, Korea University, Seoul, Korea
“It’S A Dupe, Not A Counterfeit!” An Exploration Of Motives For Dupe Consumption Motives, Jungyong Ahn
Asia Marketing Journal
This study was designed to explore consumer motives for dupe consumption and to measure the influence of these identified motives on consumer satisfaction with dupe products and intention to sharing dupe products. Through a literature review and in-depth interviews, five key consumer motives were anticipated: (1) self-protection, (2) saving money, (3) anti-materialism, (4) mimicry, and (5) enjoyment. Corresponding measurement items were developed to assess these motives. A factor analysis conducted on survey data collected from 300 respondents successfully confirmed the extraction of these five motives as expected. Moreover, regression analysis further demonstrated the statistically significant positive impact of these motives …
How Does A Consumer’S Anticipated Happiness Influence Participation In Value Co-Creation? : Focusing On Definition Of Happiness,
2026
Staff Engineer, Samsung Electronics, Seoul, Korea
How Does A Consumer’S Anticipated Happiness Influence Participation In Value Co-Creation? : Focusing On Definition Of Happiness, Minsik Cho, Suna La
Asia Marketing Journal
Value co-creation (VCC) is essential for a new product development, transforming ideas into collaboratively created value-in-use, particularly under Service-Dominant Logic (S-D Logic). Recognizing that consumers engage in VCC with the goal of achieving happiness, this study investigates how anticipated happiness—arising from affective forecasting of VCC experiences—encourages customers’ participation in high-technology VCC initiatives. It also examines how individuals’ definitions of happiness—calmness vs. excitement—influence this process in VCC, using a validated temporal focus manipulation to induce these differing happiness orientations. Results indicate that future-focused individuals tend to define their happiness as excitement, while present-focused individuals associate it with calmness. Then, definitions of …
The Impact Of Sense Of Power On Consumer Click-Through Intention Under Ai Personalized Recommendation,
2026
Faculty of Business, Lincoln University College, Petaling Jaya 47301, Malaysia
The Impact Of Sense Of Power On Consumer Click-Through Intention Under Ai Personalized Recommendation, Li Li, Dhakir Abbas Ali
Asia Marketing Journal
This study investigates how consumers' sense of power influences their click-through intentions in AI-driven personalized recommendation systems. While prior research has explored personalized marketings impact on consumer behavior, the role of perceived power remains understudied. Through scenario-based experiments, we find that a heightened sense of power enhances engagement with AI recommendations, with self-efficacy as a key mediator. However, this effect weakens when privacy concerns are high, highlighting privacy as a critical moderating factor. Specifically, empowered consumers are more likely to interact with AI recommendations, but only when privacy risks are minimal. These findings deepen our understanding of consumer-AI interactions, emphasizing …
Continuous Learning And Customer Value Creation In The Healthcare: Mediating Effects Of Innovations Adoption Value Recognition,
2026
The Mwalimu Nyerere Memorial Academy
Continuous Learning And Customer Value Creation In The Healthcare: Mediating Effects Of Innovations Adoption Value Recognition, Binto M. Binto, Omari Khalifa Mbura
Business Management Review
This research investigates the influence of continuous learning on the effectiveness of customer value creation in the Tanzania’s healthcare system, with a specific focus on the mediating effects of innovation adoption value recognition. Using a cross-sectional design, data were collected from 360 healthcare professionals across three zonal referral hospitals in Tanzania. Data analysis employed a structural equation modelling using SMART-Partial Least Squares software version 4.0. The findings indicate that continuous learning enhances healthcare customer value creation both directly and indirectly. Also, innovation adoption value recognition serves as a mediating variable of the direct causal relationship, offering partial mediation effects between …
The Actor, The Character, And The Audience: The Impact Of Racial Alignment On Theater Audiences,
2026
University of Rhode Island
The Actor, The Character, And The Audience: The Impact Of Racial Alignment On Theater Audiences, Conwell Worthington Iii
Open Access Dissertations
Broadway represents the pinnacle of live theater in the USA, generating billions of dollars in revenue and serving as an international cultural icon. Despite Broadway’s prominence, it faces challenges stemming from its reliance on a relatively homogeneous audience base and a changing market. One determinant of both financial and critical success is casting. Casting also significantly impacts audience perceptions and acceptance. The recent success of Hamilton: An American Musical and Six: The Musical juxtaposed with the failure of 1776 have sparked discussion and interest into how to best utilize non-traditional casting as a strategy to broaden Broadway Audiences. This dissertation …
Mass Tourism And Sustainability Discourses: A Rhetorical Analysis Of Stakeholder Communication Across The Canary Islands, Iceland, And Puerto Rico,
2026
Saint John's University, Jamaica New York
Mass Tourism And Sustainability Discourses: A Rhetorical Analysis Of Stakeholder Communication Across The Canary Islands, Iceland, And Puerto Rico, Carmen Collins
Theses and Dissertations
This study analyzes 123 websites from the Canary Islands, Iceland, and Puerto Rico, each including an equal number of tourism businesses, environmental organizations, and governments from each region, to examine the rhetorical digital communication strategies used and the textual differences between these websites. Thematic analysis was the methodology employed in this study. Ten themes were found inductively from the data, which are: 1) economic value framing, 2) cultural identity and heritage, 3) technological mediation, 4) inspiring guilt, awe, and urgency, 5) sustainability as an instrument, 6) intergenerational responsibility, 7) global versus local contestations, 8) accessibility and inclusion, 9) transparency and …
Emotional Valence In Sustainable Fashion Advertising And The Cognitive And Affective Drivers Of Consumer Response As Determinants Of Digital Engagement Behavior,
2026
Saint John's University, Jamaica New York
Emotional Valence In Sustainable Fashion Advertising And The Cognitive And Affective Drivers Of Consumer Response As Determinants Of Digital Engagement Behavior, Cassidy Jane Cisz
Theses and Dissertations
The dominance of the linear value chain and its perpetuation of overconsumption create persistent barriers to sustainable fashion brands in their effort to articulate a value proposition that justifies the price premium associated with ethical and sustainable production. To address this challenge and remain competitive within a marketplace dominated by low-cost fast fashion, these brands must differentiate through appeals that clearly reflect their values, mission, and climate commitments. While advertisements for sustainable goods use a broad set of persuasive strategies, this study evaluates two dominant emotional appeals, Positive Environmental Appeals (PEA) and Negative Environmental Appeals (NEA), both of which are …
Rewards That Resonate- How Incentivized Online Reviews Shape Customer Loyalty And Review Outcomes,
2026
University of Texas at Arlington
Rewards That Resonate- How Incentivized Online Reviews Shape Customer Loyalty And Review Outcomes, Sameeha Khizindar
Marketing Dissertations
In today’s competitive marketplace, online reviews have become a central feature of consumer decision-making and business strategy. Research consistently documents that online reviews have a positive impact on outcomes such as review volume and product sales, underscoring their critical role in shaping firm performance. However, the majority of consumers do not voluntarily write reviews, posing a challenge for companies that rely on user-generated content. To address this issue, companies often offer incentives to motivate customers to write reviews. Despite their widespread use, research on their impact remains limited. This dissertation is comprised of two essays that examine the impact of …
Personal Data As Exchange: An Examination And Conceptual Framework Using Social Exchange Theory,
2026
Molloy University
Personal Data As Exchange: An Examination And Conceptual Framework Using Social Exchange Theory, Donna Iucolano Ph.D.
Business: Faculty Publications
This paper discusses how personal data exchanges can be examined using social exchange theories. The focus in on how personal data exchanges which are often perceived by consumers as empowering, may empower firms more instead. Key privacy related concepts are explained. Personal data exchanges between consumers and firms are then examined through the lenses of eight social exchange theories thereby presenting an organizing framework for future researchers who may investigate them. The first theory examines a fundamental concept—marketing as exchange. The next three theories focus on the consumer as an independent and rational actor and look at personal data exchanges …
Moderating Role Of Perceived Staff-Replacement Likelihood On Self-Ordering Kiosk Adoption: Evidence From The Restaurant Industry,
2026
Western Illinois University
Moderating Role Of Perceived Staff-Replacement Likelihood On Self-Ordering Kiosk Adoption: Evidence From The Restaurant Industry, Wanmo Koo, Archana Kumar
Department of Marketing Faculty Scholarship and Creative Works
The restaurant industry widely employs self-ordering kiosks (SOKs). However, the increased use of automation in restaurants is causing job displacement, raising concerns about the lack of sufficient human support in restaurants. The study examined variables influencing customer willingness to use SOKs while considering how staff replacement perceptions alter these effects. Partial least squares structural equation modeling reveals that performance expectancy, effort expectancy, social influence, and perceived security significantly influence behavioral intention to use SOKs, and behavioral intention strongly predicts actual kiosk usage behavior. Among the moderating effects, only perceived staff replacement likelihood significantly influences the relationship between perceived security and …
Fluid Agency In Ai Systems: A Case For Functional Equivalence In Copyright, Patent, And Tort,
2026
Singapore Management University
Fluid Agency In Ai Systems: A Case For Functional Equivalence In Copyright, Patent, And Tort, Anirban Mukherjee, Hannah H. Chang
Research Collection Lee Kong Chian School Of Business
Modern Artificial Intelligence (AI) systems exhibit fluid agency in multi-step workflows: lacking human-like consciousness or culpability, yet they display behavior that is (i) stochastic (probabilistic and path‑dependent), (ii) dynamic (co‑evolving with user interaction), and (iii) adaptive (able to reorient across contexts). These properties generate valuable outputs but collapse attribution, irreducibly entangling human and machine inputs. Doctrines that assume traceable provenance—authorship, inventorship, and liability—fracture under this unmappability, yielding ownership gaps and moral “crumple zones.”This Article argues that only functional equivalence stabilizes doctrine under unmappability: Where provenance is indeterminate, legal frameworks should treat human and AI contributions as equivalent for allocating rights …
Grading In The Digital Age: Ai Feedback Versus Professor Feedback,
2026
John Carroll University
Grading In The Digital Age: Ai Feedback Versus Professor Feedback, Latoya Russell, Andrew Zeisler, Ronald Mickler Jr.
2026 Faculty Bibliography
Feedback is a cornerstone of academic development, particularly in marketing education, where skill development often requires iteration and applied practice. While instructors spend considerable time providing effective feedback, artificial intelligence (AI) tools can significantly reduce this burden by generating timely, tailored responses. For example, AI-based chatbots can supplement instruction, providing students with timely feedback and reducing instructors’ workload. This study examines how marketing students perceive feedback quality based on its source, specifically whether it is delivered by an AI system or a human instructor. Through a scenario-based experiment, we investigate student perceptions of feedback quality and effectiveness based on the …
From Classroom To Career: Use Of Digital Collaboration Tools To Bridge Theory & Practice,
2026
Illinois State University
From Classroom To Career: Use Of Digital Collaboration Tools To Bridge Theory & Practice, Della Clark, Kristina Kaufman, Sphurti Sewak, Peter Kaufman, Rick Valentin, Hulda Black
Faculty Publications – Marketing
Teamwork and project management skills, from in-person to remote interactions, remain central to marketing graduates’ career readiness, yet students often complete team projects with limited guidance on how to organize work, especially in hybrid and technology‑mediated environments. This study explores a pilot of integrating Miro, a widely used digital collaboration whiteboard, into classroom student projects. A pre- and post-survey design was implemented across two undergraduate marketing courses at a large Midwestern U.S. university to explore if Miro can improve students’ team‑project experience and perceived preparedness for working with emerging technologies. Students completed a questionnaire at the beginning of the semester …
