Marketing Commons^™

The Impact Of Npo Credibility On Enterprise Brand Image In Cause-Related Marketing: A Study Based On The Mediating Effect Of Perceived Corporate Hypocrisy, Jun Wang, Ling Zheng, Xinyi Li, Chiquan Guo

Marketing Faculty Publications

In recent years, scandals regarding the malpractices of many nonprofit organizations (NPOs) for selfish ends have eroded public trust in them. Therefore, it is necessary to consider whether the credibility of NPOs, as one of the three key implementers in cause-related marketing (CRM) campaigns, has a transfer effect on enterprise brand image. The aim of the current study is to examine the relationship between NPO credibility and enterprise brand image, along with its underlying mechanism and boundary conditions. Drawing on the affect-transfer model as well as attribution theory, we propose a theoretical model. This model highlights the mediating role of …

Social Media Sponsorship: Metrics And Strategies For Finding The Right Content Creator-Sponsor Matches, Shahryar Doosti, Stephanie Lee, Young Tan

Business Faculty Articles and Research

Social media video sponsorship, where sponsors partner with content creators to promote their brands, has become increasingly popular. Leveraging rich data on sponsored and nonsponsored videos on Facebook, we introduce two metrics, Content Similarity and Audience Closeness, to help sponsors find effective creator-sponsor matches. Content Similarity captures the thematic alignment between a creator’s content and a sponsor’s brand, whereas Audience Closeness measures how closely aligned a creator’s and sponsor’s audiences are within a social media network. We find that both metrics significantly increase video viewership, but their effects vary over time. Audience Closeness generates more immediate, short-term engagement, whereas …

Beyond Green Claims: How Different Content And Visual Media Shape Sustainability Communication On Social Media Platforms, Elnur Nabivi

European Management Studies

Purpose: This study examines the types of green marketing content that drive consumer engagement on social media, focusing on content categories, visual media effectiveness, and platform-specific strategies.

Design/methodology/approach: Employing a mixed-method content analysis, the research analysed 3,138 posts from six FMCG companies’ corporate accounts on Facebook and X (formerly Twitter) over one year. Posts were coded for green marketing relevance, content type, visual media, and engagement metrics (likes, comments/replies, shares/reposts).

Findings: Green marketing content, comprising 38.4% of posts, outperformed non-green content in engagement across all metrics. Content highlighting environmentally responsible practices and green product promotion drove the …

Perceived Value Of Undergraduate Academic And Experiential Learning In Nonprofit And For-Profit Sector Hiring Decisions, Jack Gault, Steve Bok, Evan Leach

Marketing Faculty Publications

Rising tuition costs and growing scrutiny of higher education outcomes have renewed debate about the value of traditional subject-centered curricula. Employers increasingly demand graduates possessing transferable skills and applied experience, yet limited empirical research has compared how nonprofit and for-profit hiring managers evaluate different forms of student engagement. This study addresses that gap by surveying over 400 U.S. hiring managers who assessed 34 activities spanning academic achievement, work-integrated learning (WIL), and extracurricular/co-curricular involvement. Results show that while academic performance remains important, both for-profit and nonprofit employers are placing increased emphasis on competencies developed through applied and integrative learning. Importantly, nonprofit …

The Effects Of Academic, Extracurricular, And Co-Curricular Engagement On Undergraduate Employability And Compensation, Jack Gault, Steve Bok, Evan Leach, Marc Duey

Marketing Faculty Publications

Employers worldwide are increasingly seeking undergraduates who combine strong academic performance  with professional competencies developed through extracurricular and co-curricular activities. This  empirical investigation surveyed 651 U.S. and multinational hiring managers (HMs) to assess how these  factors influenced their internship and entry-level hiring decisions. Results indicate that while superior  academic performance (AP) remains paramount, HMs assigned well-rounded students engaged in relevant  ECAs and CCAs, higher perceived employability and compensation premiums (CPs). Candidates holding  leadership roles in activities directly related to their position of interest commanded the highest CPs.  Implications include early-career guidance for students, counselors, recruiters, and other higher education  institution …

2025 November, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for November of 2025.

Reviving Motion: Rebranding More Than Motion Dance Intensive, Ava Zamoff

Graphic Communication

For my senior project, I will lead a full rebranding initiative for More Than Motion Dance Intensive, an international dance convention that occurs annually across the US and other countries, connecting dancers and professional choreographers through a transformative weekend of dance. The main goal of this project is to turn the company’s outdated Wix website into an innovative site with a brand new visual identity. Additionally, the original site’s accessibility is lacking in terms of layout orientation and marketing strategy as it doesn’t convey the modern, dynamic feel the intensive is meant to embody. My goal is to complement the …

Technology Discontinuance: A Systematic Literature Review And Research Agenda, Birgit Altrichter, Sabine Benoit

Research Collection Lee Kong Chian School Of Business

Technology discontinuance by users who quit digital services such as social media or lose interest in their devices after a few weeks is a common phenomenon. Yet it has received little research attention; the few studies that address it are scattered across disciplines. Research into customer churn is more prevalent, but it implies switching providers rather than halting usage altogether. By moving beyond discipline-based knowledge boundaries and conducting a systematic literature review, the current article proposes a technology discontinuance framework, which details seven technology discontinuance types (overuse, overload, proficiency, disenchantment, social, circumstantial, and solution) and their drivers. For example, guilt …

Managing The Personalization Paradox: Lessons From Spotify’S Ai Dj, Anirban. Mukherjee, Hannah H. Chang, Jonathan Wibowo

Research Collection Lee Kong Chian School Of Business

This case study uses Spotify’s AI DJ to examine the “personalization paradox,” where product features designed to deepen user connection can instead cause alienation. An analysis of over 1,400 user comments identifies three core frictions: a perceived loss of user agency, mismanaged expectations for the human-like AI, and a scalability bottleneck that led to repetitive content. Students are placed in the role of a product manager tasked with developing a prioritized roadmap to address these issues, forcing them to grapple with the critical trade-offs between technological capability and user psychology.

The Influence Of Live Shopping On Consumer Purchase Decisions: Analysing The Role Of Social Commerce In Indonesia’S Retail Sector, Andi Irfan, Andi Nur Yadin S, Hafipah Hafipah, Yusram Adi

The South East Asian Journal of Management

Research Aims: This study examines the influence of live shopping on consumer purchase decisions in Indonesia, focusing on key features such as interactivity, promotional urgency, and influencer marketing. It also investigates the mediating effect of consumer trust and the moderating role of social commerce experience.

Design/Methodology/Approach: A quantitative approach was employed, using survey data from 265 Indonesian consumers who engage in live shopping. The analysis was conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS.

Research Findings: Interactivity, promotional urgency, and influencer marketing significantly impact consumer purchase decisions, both directly and indirectly through consumer trust. Promotional urgency …

Analysis Of The Influence Of Green Altruism And Green Perceived Value On Purchase Intention For A Green Beauty Brand In Jabodetabek, Jono Mintarto Munandar, Kamilla Azzahra, Annisaturrahmah Maulida

The South East Asian Journal of Management

Research Aims: To analyse the effect of green altruism and green perceived value on the purchase intention of AVOSKIN skincare products in Jabodetabek.

Design/Methodology/Approach: The data used consisted of primary data in the form of questionnaires and secondary data in the form of literature reviews. The number of respondents in this study was 228, using non-probability sampling techniques and purposive sampling methods. The data analysis method used in this study included descriptive analysis to identify consumer characteristics and SEM-PLS analysis through a second-order construct with the embedded two-stage approach.

Research Findings: Green perceived value has a significant and positive effect …

Sustainable Consumption Under Structural Constraint: Insights From Indigenous Communities On The Great Plains, Glen Marshall, Rand Wergin

Mountain Plains Business Conference

Resource-constrained communities, particularly Indigenous and remote communities, remain critically understudied in the business literature despite persistent socioeconomic challenges. This study employs a mixed-methods approach to explore barriers to sustainable consumption in these resource-limited contexts. It examines consumer attitudes toward sustainability and identifies key barriers to sustainable consumption. Understanding these barriers is crucial for entrepreneurs seeking profitable and socially beneficial ventures, as well as for policymakers designing social or economic initiatives. This research provides actionable insights for tribal governments, business professionals, policymakers, and others seeking to promote sustainable economic growth, community health, and positive externalities in underserved communities.

Consumer Response To Ai Technology In Beauty Product Marketing, Xiaoying Feng, Eunkyu Lee Dr, Liangbin Yang Dr

Mountain Plains Business Conference

This research investigates consumer interactions with AI-powered shopping assistance in skincare retailing. Skincare presents a compelling context where vast product selections intersect with consumers' diMiculty assessing skin conditions. AI technology can enhance decision quality through instant skin diagnosis and recommendations, but it requires understanding how consumers respond to such technology. Our multi-method approach combines focus groups, laboratory experiments, and field experiments using an AI-powered skin analysis system. Focus groups reveal positive responses to the technology's detailed diagnoses, with participants showing heightened sensitivity to visual information and social comparative metrics.

Our lab experiment (2×2 between-subjects design) examines how visual presentations and …

Cv: James Oakley (Marketing), James Oakley

Business Administration, Marketing, and Supply Chain Management Department Faculty Curricula Vitae

No abstract provided.

2025-October-14-The Memory Of Driver Chambers, University Advancement, East Tennessee State University, University Marketing And Communication, East Tennessee State University

ETSU News

No abstract provided.

Exploring Customer Satisfaction Drivers In The Automotive Sector: A Study Of Volkswagen In Chennai, Sridhar M, Karthik Rajan C S

Management Dynamics

This study examines the key drivers of customer satisfaction among Volkswagen car owners in Chennai, a major metropolitan market within India’s rapidly evolving automotive sector. As competition intensifies and consumer expectations shift, understanding the multidimensional aspects of satisfaction spanning product quality, performance, after-sales service, brand perception, and pricing has become essential for enhancing customer retention and loyalty. Employing a structured questionnaire administered to 100 Volkswagen customers, the study uses both descriptive and inferential statistical tools to identify significant satisfaction determinants. Findings reveal that while customers express high satisfaction with product performance and driving experience, concerns persist regarding service accessibility, mechanical …

A Meta-Narrative Of Consumer Journeys In Access-Based Consumption: A Case Of Fashion Rentals, Swapnil Saravade, Mohammad Ali Zolfagharian, Reto Felix, Lorena Garcia Ramon, Jacob Almaguer, Hazel Husne Dadanlar

Marketing Faculty Publications

Purpose – The current research aims to identify a meta-narrative that depicts a big picture of the consumer journey with access-based consumption (ABC). Specifically, this research reveals the points of engagement and disengagement with ABC, as well as the transitions between them.

Design/methodology/approach – A qualitative research methodology is applied wherein online reviews and blogs pertaining to Rent the Runway (RTR), an access-based fashion company that enables consumers to rent designer dresses and accessories, are analyzed. Specifically, individual textual narratives of users’ experiences with RTR are analyzed, and a meta-narrative is identified that depicts an overarching story of the …

Unveiling The Impact: Religious Destination Image And Its Role In Shaping Sustainable Tourist Behaviors, Sabari Shankar Ravichandran Dr

International Journal of Religious Tourism and Pilgrimage

Historically pivotal for local economies, religious tourism and pilgrimage tackles contemporary challenges such as overconsumption, climate change, and evolving tourist motivations, necessitating a focused commitment to sustainability. This study, utilising a sample size of 153 visitors to a religious site and Structural Equation Modelling, examines the influential role of religious destination image in shaping tourists’ sustainable behaviours. Significant correlations emerge between attributes of religious destination image—sacred site, spiritual attraction, and more—and sustainable tourist behaviours. Key findings encompass green transport use, regenerative behaviour, responsible cues, and waste consciousness as the most evident sustainable behaviours. Beyond academic realms, the research informs destination …

The Effect Of Customer Perception Of Service Failure And Recovery On Relationship Dissolution Behavior: Evidence In Airline Services, Jihyo Moon, Sang-Lin Han, Jong Won Lee

Asia Marketing Journal

Many previous studies have been conducted on service failure and recovery, but the existing preceding studies are mainly focused on positive behavioral intentions such as loyalty, word of mouth intention and recommendation intention. Therefore, there is relatively little interest in customers’ negative behavioral intentions.

In today’s society where SNS is very developed, customers’ complaints or retaliatory actions can be spread to other customers without time and space limitations, which can have a great negative impact on the company’s image. In this respect, it is a very important task for service companies to examine the impact of service failure and recovery …

The Effect Of National Brand Failure On Micro-National Image And Attitudes Toward Other Brands: The Moderating Role Of Ethnocentrism, Lingge Jia, Seong Do Cho

Asia Marketing Journal

This study examines the effect of failures by prominent Korean brands on Korea’s micro-level national image and other Korean brands among Chinese consumers, focusing on technological capability and design dimensions, and the moderating role of consumer ethnocentrism. Data was collected through surveys that presented scenarios of varying degrees of brand failures and analyzed using AMOS and Hayes Process Macro. Results reveal that typical brand failures negatively affect perceptions of Korea’s micro-national image, particularly in terms of technology capability and design. Additionally, higher levels of ethnocentrism amplify the negative effect of brand failures on the design dimensions of Korea’s image. However, …