Marketing Commons^™

Message Strategies Of North American For-Profit Colleges And Universities: A Qualitative Analysis, Michael J. Clayton, Matthew Hettche, Robert Hashbrouck

AMTP Proceedings 2019

A decade ago For-Profit Colleges and Universities (FPCUs) were experiencing booming enrollments and were well-positioned to take advantage of the opportunities presented through online learning platforms. Due to regulatory changes and heightened awareness of the low retention and graduation rates of these institutions, enrollment has plummeted and several major firms, including Sanford Brown and ITT have closed. Competition for students has intensified with a greater proportion of revenue being allocated toward marketing. In fact, for some FPCU marketing spending now exceeds the amount of money spent on their core service, teaching. This paper examines the message strategies of North American …

The Fall Of Sears From Within: How Customer Sentiments Refuted Retail Capital And Authority, Michael D. Harris, Ismet Anitsal, Melek Meral Anitsal

AMTP Proceedings 2019

This research aims to understand the relationship between Sears Holdings Corporation and its customers, while exploiting feedback from customers to identify reasons for Sears’ decline. The problem statement is dependent on identifying aspects that affect consumer behavior most and linking a connection to the increased number of dissatisfied Sears’ customers. In order to analyze this phenomenon, customer attitudes were compiled over the key four years of Sears history using a customer sentiment analysis. This empirical method of research was chosen because of the large impact that consumer sentiments have on spending, allowing the development of both internal and external views …

Student Satisfaction And Learning In Online Classes: The Case Of A Us Midwestern University, Samit Chakravorti

AMTP Proceedings 2019

This paper explores the factors impacting business undergraduate student’s perceptions of learning and satisfaction in a US midwestern public university. Data collected through a survey was statistically analyzed. Results show that satisfaction and learning are impacted by different factors with some overlap. These factors lie in the areas of course content, compatibility of technology with learning style, preference for online classes over face to face classes and degree of comfort in approaching instructors for help and advice. The paper also showed that there are distinct differences between students who said they have learned a lot and are satisfied with online …

The Role Of Brand Personality In Setting Expectations For Engagement On Social Media, Joanne T. Cao, Jamye Foster, Gallayanee Yaoyuneyong

AMTP Proceedings 2019

In recent years, business has leapt on to the social media marketing bandwagon. However, many have learned that social media marketing is not equally beneficial for all brands, and that there is a difference between aiming for more followers versus aiming for more engagement and deeper relationships. Recently, the shift has been toward engagement as the ultimate social media goal, rather than mere followers. But just as all brands do not need to be on social media, do all brands have to aim toward high engagement? This study attempts to answer this question by considering communication based on brand personality …

Join The Club: The Relationship Between Professional Organization Membership And Academic Performance Among Undergraduate Marketing Students, Gary Daniel Futerell

AMTP Proceedings 2019

Professional student organizations (PSOs) are often regarded as valuable learning opportunities for students and a source of distinction for students entering the job market. In addition to allowing students the opportunity to integrate classroom concepts (Hall 2012; Peltier, Schibrowsky, and Kleimenhagen 1995); active participation in PSOs has been shown to increase informal student-faculty interaction (Hall 2012), develop member’s professional attitude (Bent 1957), and aid in the acquisition and practice of leadership skills (Hall 2012).

PSOs allow students the opportunity to connect with those active in their field of study and allows them to dress the part of a professional (Munoz, …

The Twelve Beneficiaries Of Legalized Sports Betting: An Exploratory Assessment, Sam Fullerton, Michael Mccall, Ronald Dick

AMTP Proceedings 2019

The 2018 ruling by the United States Supreme Court essentially legalized sports betting across the nation. Prior to that ruling, sports books were restricted by virtue of the Professional and Amateur Sports Protection Act (PASPA). But with that landmark 6-3 decision, the opportunity door for sports betting has been opened for all 50 states. This paper focuses on two considerations regarding the opening of that door. Who are the potential beneficiaries and what benefits might they derive? A review of the literature identified twelve beneficiaries; among these beneficiaries are the teams, organizations, fans, sponsors, bettors, and society-in-general. The majority of …

The Dual-Mediation Effect Of Perceived Accuracy And Perceived Connectedness On Consumer Attitude Toward Social Network Advertising, Tao-Sheng Chiu, Kai-Yu Wang, Wen-Hai Chih, Jaime Ortiz, Ying-Ching Lin

AMTP Proceedings 2019

Despite the importance of social media advertising, few studies have investigated the factors that influence its effectiveness (Jung, Shim, Jin, and Khang 2016). Because advertising on social media is a relatively new phenomenon (Okazaki and Taylor 2013), several studies are exploratory in nature and lack a solid theoretical framework (e.g., Campbell, Pitt, Parent, and Berthon 2011; Pehlivan, Sarican, and Berthon 2011; Sashittal, Sriramachandramurthy, and Hodis 2012; Waters and Jones 2011). For this reason, the present study examines the factors affecting consumers’ attitudes toward advertisements they view on social media.

This paper draws on the stimulus-organism-response (S-O-R) model to investigate the …

Hedonic And Social Drivers Of Millennials’ Engagement With And Donation To Nonprofits: A Cross-Cultural Comparison, Bela Florenthal

AMTP Proceedings 2019

Nonprofit organizations (NPOs) have been increasingly utilizing social media outlets to target Millennials for donations of time and money. These organizations, however, do not always take advantage of the hedonic, social, and normative factors that can influence engagement with and monetary donation to these organizations.

Because monetary donation on SMSs is a relatively new field of investigation, there is only a handful of studies that provide insight into how social, hedonic, and normative motives predict engagement with and donation to nonprofits.

To address this gap, the first aim of the present study is to propose an integrated approach to monetary …

Are Customer Reward Programs Really Rewarding?, Michael Mccall, Dave Mcmahon

AMTP Proceedings 2019

The concept of a customer loyalty program can be traced back over 300 years when merchants would give customers wooden coins in return for their patronage. Two points are clear: Customer reward loyalty programs are prevalent and costly aspects of most hospitality firms’ marketing strategy. From an academic viewpoint our understanding of the theoretical drivers of these programs is muddled and confused. That is, despite many years of existence there is scant research suggesting the underlying theoretical logic of a program. In this paper, we briefly review the current reward program landscape suggesting that the overwhelming presence of reward programs …

Digital Tipping Intimidation At The Counter, Jennifer Bechkoff

AMTP Proceedings 2019

Although tipping for counter service at fast casual restaurants/cafes is not expected etiquette, it seems to be headed in the direction of becoming a social norm as tip jars next to registers are now a common sighting. However, as cash becomes less prevalent of a payment method, businesses are turning to mobile digital point of sale (POS) technologies with preset tipping options for customers. Oftentimes, businesses using digital POS systems will utilize touch-based tablets for sales that the counter staff can swing around for customers to add tips and sign with their fingers. If there are other customers standing behind …

Understanding And Measuring Esports Online Spectator Motivation: Development Of A Scale, Tyreal Yizhou Qian, James J. Zhang

AMTP Proceedings 2019

The esports industry has found itself at a critical stage in the quest for continuous growth and sustainable development, facing both tremendous opportunities and challenges. For achieving enhanced revenue generation and consumer retention, understanding esports as a spectator entertainment is essential for the inchoate yet burgeoning industry, especially in an online environment through which a majority of fans follow the competitive scene of esports. In this investigation, two studies were conducted to understand the dimensions and develop a measure of esports online spectator motivation. Integrating Sloan’s sport motivation theories (Sloan, 1989; Zhang et al., 2003) and the uses and gratification …

Push And Pull Factors Influencing The Level Of Participation Of Leisure Skiing In China, Xinghua Wang, James J. Zhang

AMTP Proceedings 2019

Traditionally, winter sports have very limited accessibility and popularity in China. In addition to the growing economy in China and increased affordability by Chinese consumers, obtaining the hosting rights for the 2022 Beijing/Zhangjiakou Winter Olympic Games has brought a heightened opportunity for China to build up facilities and related infrastructures, develop and provide programs, promote interests and participation, and advance business operations of winter sports. Although more people are participating in winter sports today, especially in skiing, many of the newly constructed facilities are often operated in financial deficit and relying on governmental subsidy. Understanding the reasons that cause and …

How Customer Engagement And Customer Participation Translate Across High-Involvement Purchases (Like Higher Education), Wendy Gillis, Douglas Johansen, Shiri D. Vivek

AMTP Proceedings 2019

Previous research suggested that customer participation resulted in greater customer satisfaction for the service provider. Specifically, earlier research differentiated Service Customer Engagement (CE) from Service Customer Participation (CP), where the former was ideation and the latter was practical application/execution. In other words, CE was more psychological, where customers think, feel, and trust. Conversely, CP was more behavioral, or physical, where customers act and do.

The point of this research is to translate previous learning to other high-involvement purchases. Research indicates that services high in credence, high contact, as well as high-involvement (Sharma and Patterson 1999) seem to be particularly relevant …

Diversity In Emerging Markets: The Case Of Latin American & The Caribbean, Neleen S. Leslie, Celia Mckoy, Everett Hyatt

AMTP Proceedings 2019

Latin America and the Caribbean encompasses over 40 countries in Central America, South America, and the Caribbean. Cultural influences in this region include Africa, the native groups, India, as well as the former colonizers from Europe - the British, Spanish, French, Dutch, and Portuguese, making it one of the most diverse markets in the world. Country populations within the region are also varied and range from as small as St. Kitts & Nevis with a population of only 52,175 to as large as Brazil with a population of 207,353,391, according to the CIA World Factbook (2017).

Despite lower incomes, the …

Customer Service In The It/Social Media Marketing Era: Reverting To A Zero-Sum Game, Jon Martin

AMTP Proceedings 2019

During the past 10-15 years marketers and consumers have increasingly pondered and discussed if customer service has improved or declined. During this time we’ve experienced the great marketing power of IT and social media but have also heard and/or shared many “horror stories” of poor customer service in a changing marketplace. Which is true? Has customer service declined, improved, and/or merely changed? The answer is simply, “YES - all of the above”. However, the key challenge, for both consumers and marketers, is not so much a “yea vs. nay” determination, but to better examine the what, why, and how of …

Framework For The National Culture And User Engagement In Social Media, Ilia Gugenishvili

AMTP Proceedings 2019

Even though social media engagement provides numerous benefits, companies’ efforts to engage users are often unsuccessful. Despite the growing interest of scholars and practitioners, studies on engagement have been predominantly exploratory in nature. Addressing this identified literature gap this conceptual article proposes a framework, which connects the national culture to social media engagement. It synthesizes the theory of culture; reception, motivation-opportunity-ability (MOA); social identity; self-concept; and social impact theory. User attitudes act as a mediator, while individual, group and motivational variables might work as cultural amplifiers or attenuators. Situational characteristics can cause a change in the relevance of the variables …

The For-Profit Prison As Social Enterprise: Problems With Classification And Ethical Assessment, Karen Barbee, Stephen A. Lemay

AMTP Proceedings 2019

This article explores the problems presented to taxonomies and definitions of social enterprise by a specific kind of organization, for-profit prisons. While these organizations are often and rightly criticized for their performance, they are fundamentally social enterprises by many of the definitions and taxonomies offered in the literature. This analysis uses a naïve matrix for classifying social enterprise to outline the problems created by these ethically and socially challenged organizations.

How Does The Thai Stock Market Respond To Monetary And Fiscal Policy Shocks?, Suthawan Prukumpai, Yuthana Sethapramote

DLSU Business & Economics Review

This study examines the impacts of monetary and fiscal policy on the Thai stock market using the structural vector autoregressive (SVAR) model. In addition to the data on the market aggregate level, we also consider the response of stock prices at the sectoral level. The empirical results show that the Thai stock market significantly responds to both monetary policy and fiscal policy. However, monetary policy has stronger effects on both real output and stock prices than those of fiscal policy. Fiscal policy shocks affect the stock market only for the next two to three quarters. In addition, sector indices wereused …

Legal Setbacks, Disbursement Sudden Stops, And Fiscal Stimulus: An Empirical Characterization Of A Recent Philippine Fiscal Experience, Lawrence B. Dacuycuy, Mariel Monica R. Sauler

DLSU Business & Economics Review

Recognizing the importance of expanding fiscal spending programs and improving disbursement rates, the Aquino administration implemented the Disbursement Acceleration Program (DAP) in 2011. Acting as a fiscal stimulus but packing a fiscal surprise, the program has reportedly succeeded in improving fiscal expenditure performance until the Supreme Court stopped it based on constitutional grounds. While there were official claims that it was effective in spurring growth, no study has been offered to investigate plausible mechanisms leading to expansions in output. This study proposes the use ofa dynamic stochastic general equilibrium (DSGE)model to stochastically simulate and compute simple fiscal multipliers to understand …

Time-Varying Weather Effects On Thai Government Bond Returns, Anya Khanthavit

DLSU Business & Economics Review

This study proposed a state-space model that allows time-varying weather effects on asset returns. It resolves the model misspecification of the unrealistic, fixed effect assumption commonly made by previous weather studies. The model was applied to examine the weather effects on Thai government bond returns from July 2, 2001, to December 30, 2015. Kalman filtering was used in the estimation. The study found that the weather effects were time-varying. They were wandering in the early sample period but disappearing in the later period. The effects were not co-integrated with the market’s inefficiency levels.