Marketing Commons^™

Exploring The Relationship Between Immigrant Enclave Theory And Transnational Diaspora Entrepreneurial Opportunity Formation, Osa Godwin Osaghae Dr, Thomas M. Cooney

Articles

Immigrant Enclave Theory (IET) investigates the concentration and localisation of immigrants in a specific geographic area. Some IET studies have highlighted the resilience of these communities and described such enclaves as sources of mutual support, collective political power and beneficial social relationships. Other studies have examined the influence of IET on immigrant entrepreneurial activity within these geographic areas, although some of these studies have highlighted IET as a contributor to low profit margin businesses due to over-representation of immigrant enterprises within the same sector and geographic locality. This article considers the potential for Transnational Diaspora Entrepreneurship (TDE) as an alternative …

Incentivizing And Re-Engaging Lapsed Health Club Members, Teresa Hurley, Corinne Faure, Seamus Kelly

Articles

Purpose – This quantitative research paper examined factors influencing re-engagement intentions and re-engagement behavior of lapsed health club members and identified which sales promotion incentives are most effective in re-engaging this lapsed member market. While previous studies examined reengagement intentions and re-engagement behavior in isolation, no research could be located which examined both simultaneously and the impact of promotion incentives in the health and fitness industry.

Design/methodology/approach – Study A (mail survey) examined re-engagement intentions of one hundred lapsed members of a medium size suburban health club. Study B (an experimental field study) measured actual true re-engagement behavior using price …

A Theories-In-Use Approach To Building Marketing Theory, Valarie A. Zeithaml, Bernard J. Jaworski, Ajay K. Kohli, Kapil R. Tuli, Wolfgang Ulaga, Gerald Zaltman

Research Collection Lee Kong Chian School Of Business

This article’s objective is to inspire and provide guidance on the development of marketing knowledge based on the theories-in-use (TIU) approach. The authors begin with a description of the TIU approach and compare it with other inductive and deductive research approaches. The benefits of engaging in TIU-based research are discussed, including the development of novel organic marketing theories and the opportunity to cocreate relevant marketing knowledge with practitioners. Next, they review criteria for selecting research questions that are particularly well-suited for examination with TIU-based research. This is followed by detailed suggestions for TIU research: focusing on developing new constructs, theoretical …

Understanding Student Perceptions Of Their Personal Branding In Higher Education, Musa Pinar, Tulay Girard

AMTP Proceedings 2020

Please see attached for an formatted extended abstract

Revisiting The Beneficiaries Of The Scotus Ruling Striking Down Paspa, Sam Fullerton, Ronald Dick, Michael Mccall

AMTP Proceedings 2020

A Supreme Court ruling in 2018 essentially rendered restrictions on sports gambling to run counter to states’ rights, thus in conflict with the Constitution of the United States. As a consequence, 13 states and the District of Columbia now have legalized sports gambling. Initial research into the consequences of this ruling identified 12 potential beneficiaries. Subsequent research entailing an assessment of new literature and a survey of executive opinion involving a number of marketing executives who work within the field of sports marketing expanded the findings from the earlier study. This extension of the preliminary study found 14 beneficiaries rather …

Panel: Changing Expectations From Department Chairs In The Dynamic Environment Of Higher Education, Ismet Anitsal, Melek Meral Anitsal, Michael Latta, David J. Burns

AMTP Proceedings 2020

The dynamic environment of higher education defines and redefines roles of faculty and administrators. Department chairs have a unique position in colleges as they are part of the faculty as well as administrators. Expectations from department chairs include a long list of activities. They have to deal with a variety of tenured and tenure track faculty at different levels, such as instructors, senior instructors, assistant, associate, full professors, and per-course faculty (adjuncts). Students are another group for them to manage, including undergraduate, graduate students with different concentrations, majors and minors as well as transfer, study-away, study abroad students besides graduate …

Can Social Media Marketing Effects Be Sustained?, Manisha Mathur

AMTP Proceedings 2020

The social media strategies have changed the landscape of customer-firm associations. Yet, little is understood about the sustained effects of social media, particularly on firm performance. This research examines the extent to which social media plays a key role in the development of branding and marketing strategies that lead to sustained competitive advantage. We use econometric modeling to determine whether a brand’s performance remains stable with the extended implementation of social media marketing and how long the effect of social media is beneficial for a firm. The results yield significant implications for both marketing theory and practice.

The objective is …

Factors Impacting One’S Self-Classification Into One Of The Five Categories Of A Typology Delineating Green (And Not So Green) Consumers, Sam Fullerton, Tammy Mccullough, Estelle Van Tonder

AMTP Proceedings 2020

A sample of 1,243 adult residents of the United States provided insight into an array of issues germane to sustainability. Upon completing a 65-question survey on sustainability, each respondent placed themselves in an eco-group that they felt best corresponded to their own behavior and attitudes towards the task of keeping the planet green for ourselves, and perhaps more importantly, for our posterity. The five groups ranged from the eco-destroyer to the eco-warrior. Within the survey, each respondent provided their opinions regarding seven multi-item scales that primarily addressed green issues; some scales addressed business behavior while others addressed issues such as …

The Big Era Of Podcasting: A Timely Examination Of Advertisements In Popular Podcasts, Kristine Johnson, Marilena O. Vilceanu, Erika P. Solis, Kailey C. Bertelson

AMTP Proceedings 2020

No abstract provided.

How The West Was Fun: Constructing The Western Tourism Experience In The Yellowstone Wylie Camps, 1880-1916, Jennifer E. Simpson

Graduate Student Theses, Dissertations, & Professional Papers

No abstract provided.

A Conservation Marketing Toolkit: Systematic Literature Mapping, Microtargeting Conservation Easements, And Conservation Corridor Prioritization, Hannah Josie Leonard

Graduate Student Theses, Dissertations, & Professional Papers

In a changing world with limited resources for conservation efforts, conservationists, wildlife managers, and land managers must look for creative ways to realize conservation goals. A new wave of conservationists is investigating how other disciplines, namely psychology and marketing, might improve our ability to understand and change conservation-related human behavior. In this thesis, I review existing applications of “conservation marketing” and apply a subset to advance two specific conservation challenges. In Chapter 1, I present a systematic mapping of the conservation marketing literature to understand the lay of the land in how conservationists have already applied marketing techniques to conservation, …

Values Of Artificial Intelligence In Marketing, Yingrui Xi

Masters Theses

“Artificial Intelligence (AI) is causing radical changes in marketing and emerging as a competent assistant supporting all areas of the marketing field. The influences and impacts AI has created in various marketing segments have aroused much interest among marketing professionals and academic scholars. Comprehensive and systematic studies on the values of AI in marketing, however, are still lacking and the existing literature fragmented. This research provides a comprehensive review of the existing literature in the relevant fields as well as a series of systematic interviews using the Value-Focused Thinking approach to understand the values of AI in marketing. This research …

On Effectuation And Networks: Three Essays On Their Mutuality, Jon Kerr

Theses and Dissertations (Comprehensive)

The notion of co-creating opportunities positions effectuation as both a network-driving and network-dependent phenomenon. On one hand, networks are products of relational interactions and, therefore, artefactual outcomes of effectual processes. On the other hand, it would seem that understanding networks and network processes is essential to understanding effectuation. Although past research acknowledges this mutuality, recent discourse highlights that our understanding of the relationship between effectuation and networks is far from complete. In this dissertation, I address this knowledge gap through three essays positioned at the interface of effectuation and network theory.

In the first essay, my systematic literature review synthesizes …

College Football 150-Year Anniversary (Cfb150): Branding A Sesquicentennial Within Sport, Carlton F. Robie

Honors Theses and Capstones

No abstract provided.

Csr Communication Strategies: How To Steer Away From Consumer Skepticism, Margaret M. Dauphinais

Honors Theses and Capstones

CSR Communication Strategies: How to Steer Away from Consumer Skepticism and Distrust

Analyzing The Social Media Presence Of Nike, Adidas, And New Balance Using Social Listening, Sean P. Fontaine

Honors Theses and Capstones

No abstract provided.

The Effect Of University Sales Education On The First After-College Sales Job, Ilya Feldman

Honors Theses and Capstones

This research investigates the relationship between the amount of sales education and the job performance of the recent UNH graduates on the first after-college sales job. The overarching hypothesis suggests that more sales education leads to better sales job performance. The results of the research found this correlation to be positive and significant. Also, this research found that job performance indicators that are affected the most significantly by the amount of sales education are confidence, passion, commitment, and on-target earnings. Moreover, it identifies the categories of sales education that were determined to be the most crucial in better first after- …

Creating, Metavoicing, And Propagating: A Road Map For Understanding User Roles In Computational Advertising, Yuping Liu-Thompkins, Ewa Maslowska, Yuquing Ren, Hyejin Kim

Marketing Faculty Publications

Over the past two decades, everyday users have become a prominent force in the advertising landscape. They actively participate in conversations with and about brands by creating, amplifying, and interacting with brand-related messages. These user activities generate large volumes of structured and unstructured data that advertisers can mine to understand consumer interests and preferences. In this article, we survey insights from the user-generated content literature through the computational advertising lens to offer a road map for future research. Specifically, we discuss three roles that users play—as creators, metavoicers, and propagators. For each role, we present key research areas that can …

Hard Work Beats Talent, Unless Talent Works Hard: Exploring The Relationship Between Self-Efficacy And Sales Performance, Mohammad Sakif Amin

Graduate Theses, Dissertations, and Problem Reports (ETD)

Current research in sales suggests that salesperson self-efficacy, which is a person’s belief about his/her ability to achieve a desired level of performance in a given task, affects sales performance positively. The logic behind this positive effect is that people who exhibit a high level of self-efficacy have increased motivation and thus exert increased efforts towards completing a task. Research in psychology, however, suggests that there can be a downside to self-efficacy. Drawing on perceptual control and ego depletion theories, this dissertation explores two possible dark side effects of self-efficacy in a sales context: (1) decreased salesperson effort engendered by …

Analysis Of Newspaper Headlines: A Case Of Two Tanzanian English Dailies, Erasmus Akiley Msuya

Journal of Humanities and Social Sciences

The current study analyses newspaper headlines in respect to three categories: international, local, and business news (irrespective of the geographical scope) of two English dailies: a government-owned Daily News, and a privately-owned The Guardian. The study sought to analyse newspaper headlines guided by semantic under-determinacy, an important theoretical framework in accounting for a balance between linguistic economy that characterises newspaper headlines and communicative precision. The data were collected via documentary review. The headlines were analysed under three categories: local, international, and business news that included local and international spectrums. A total of 2004 headlines were randomly selected for analysis: 1088 …