Marketing Commons^™

Navigating The Open-Loops: Actor Dynamics And Bottlenecks In The Transition Towards Circular Household Waste Supply Chains, Burcin Ozdamar, Aysu Göçer

Markets, Globalization & Development Review

Household waste supply chains (HWSCs) in developing countries often suffer from fragmented actor structures, weak coordination, and informal practices that limit their overall performance and circularity potential. Existing studies tend to focus on isolated aspects such as waste types, technologies, or individual actors, without systematically examining the broader network and interdependencies shaping HWSC outcomes. Addressing this gap, this study investigates the key components (e.g. actors and waste processes) and bottleneck points that hinder the structure and functioning of current HWSCs to transform into circular systems. Drawing on industrial network theory, the research analyzes how actor relationships and system configurations influence …

A Time Of Transition: Globally And At Mgdr, Nikhilesh Dholakia, Deniz Atik, Zeynep Ozdamar Ertekin, Delphine Godefroit-Winkel

Markets, Globalization & Development Review

No abstract provided.

Georgia Southern Marketing Plan, Charles R. Herman

Honors College Theses

The Georgia Southern Botanic Garden Marketing plan details what the future marketing of the garden looks like. The plan shows the potential of the garden as a space for relaxation and education as well as a one-of-a-kind event space. Using this as the platform the goal of the plan is to show that the community and greater Statesboro area using social media and reaching out through events. Through an overhaul of the marketing of the garden it would allow it to expand its current markets and increase its contributed and earned revenue.

Social Media Marketing And Business Performance Of Small And Medium Fashion Enterprises In Tanzania: The Moderating Role Of Social Media Strategic Capabilities, Pamela Kishimbo, Juma James Masele, Dev Jani

Business Management Review

This study examines the influence of social media marketing (SMM) on the business performance of small and medium fashion enterprises (SMFEs) in Tanzania, with social media strategic capabilities (SMSCs) as a moderating variable in this relationship. The study is grounded in the Uses and Gratification Theory (UGT) and Resource-Based View (RBV). The study used a cross-sectional survey design, collecting data from 397 SMFEs through structured questionnaires. Data were analysed using descriptive statistics and structural equation modelling (SEM). The findings revealed a significant positive relationship between SMM and the business performance of SMFEs in Tanzania. Furthermore, the findings show that SMSCs …

Ddx219.1 Social Media Analysis And Marketing Strategy Example 5, Sae University College

Exemplars

This project involved creating a suite of social media content tailored to the student’s chosen creative project. The work is exemplary for its consistent visual style, platform-specific content design, and alignment with the strategic goals defined on Project 1.

Ddx219.1 Social Media Analysis And Marketing Strategy Example 3, Sae University College

Exemplars

This project was created to explore how different social media platforms facilitate distinct forms of audience interaction. The student applied this understanding to develop a targeted social media marketing strategy for a chosen creative project. It is exemplary work due to its clear analysis of platform-specific engagement techniques, thoughtful strategy development, and strong alignment between content, platform, and audience. The work demonstrates both critical thinking and practical application of social media marketing principles.

Ddx219.1 Social Media Analysis And Marketing Strategy Example 4, Sae University College

Exemplars

This project was created to explore how different social media platforms facilitate distinct forms of audience interaction. The student applied this understanding to develop a targeted social media marketing strategy for a chosen creative project. It is exemplary work due to its clear analysis of platform-specific engagement techniques, thoughtful strategy development, and strong alignment between content, platform, and audience. The work demonstrates both critical thinking and practical application of social media marketing principles.

Investigating The Relationship Between Noun Classes And Plant Folk Taxonomy In Chasu Language Of Kilimanjaro Region In Tanzania, Peter Rabson Mziray

Journal of Humanities and Social Sciences

The current study investigates the relationship between noun classes and plant folk taxonomy in Chasu (G 22). The study focuses on two objectives: the first objective is to describe the plant folk taxonomy in Chasu and the second objective is to determine the relationship between noun classes and plant folk taxonomy in Chasu. Data were collected from rural villages in Same and Mwanga districts by using free listing, field interviews (jungle-walk-and-identify), and written texts containing Chasu plant names. The findings reveal that Chasu folk taxonomy reflects different ethnobotanical categories; including a unique beginner which is mmea/mimea ‘plant(s)’, and three life …

The Role Of A Luxury Brand For The Professional Competitiveness Of Brazilian Business Women, Irene Raguenet Troccoli, Patricia Da Silva Leite, Joyce Gonçalves Altaf

Journal of Marketing and Consumer Behaviour in Emerging Markets

This qualitative article explores the significance of a luxury women’s shirt brand in fostering the professional competitiveness of Brazilian Generation Y women. It does this by identifying the personal values that motivate women to wear these shirts, based on the Means-End Theory. This theory was operationalized using the Soft Laddering technique and complemented by non-participant observation. The result is that these shirts play a role in securing respect – primarily professional, but also personal – from third parties for the wearers, helping them to perceive themselves as successful in their careers. This study is the first to examine the ability …

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 …

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 …

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.

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for November of 2025.

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 …

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 …

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 …