Marketing Commons^™

How Does An Advanced Educator Utilize Digital Language Teaching And Learning By Integrating Linguistic, Cultural, And Business Life Perspectives?, Hely Westerholm, Pirjo Takanen-Körperich, Ph.D.

International Journal for Business Education

This paper explores advanced educators’ digital working capabilities in online language teaching, with a particular focus on sharing Finnish language and culture in a foreign context. Cultural and linguistic knowledge play a significant role in enhancing students’ motivation to study foreign languages. In today’s educational environment, digitalisation and globalisation exert an increasing influence on foreign language teaching and learning.

The digital learning environment has brought about a paradigm shift in foreign language didactics. Digital language learning is both challenging and holistic in nature. Continued foreign language learning is simultaneously an individual and a social process, as digital learning cultures impose …

How Grades Changed Before, During And After Covid-19 In A Business College, Douglas R. Moodie, Alison Keefe, Robin Cheramie

International Journal for Business Education

Purpose: This study examines how undergraduate business student grades changed before, during, and after the COVID-19 pandemic using a large institutional dataset from a business college in a US university between 2015 and 2024.

Method: The analysis includes over 390,000 student-course observations and incorporates instructional modality, student demographics, course characteristics, and prior academic performance.

Results: Results show a substantial increase in mean course grades during the COVID-19 period, followed by a partial reversion post-pandemic to levels that remain above pre-pandemic trends. These patterns are consistent across modalities, demographics, and departments.

Implications: The findings raise important questions regarding the interpretation of …

Building Consumer Trust In Short-Term Rentals: A Literature Review On Factors Influencing Consumer Booking Motivations And Trust Formation, Alyssa N. Thornton, Kiyan Shafieizadeh

ICHRIE Research Reports

This study synthesizes existing research on consumer trust formation and booking motivations in short-term rental (STR) platforms through a systematic literature review. Drawing on 19 peer-reviewed studies published between 2015 and 2025, the review examines how trust-building cues and motivational factors jointly influence consumer booking decisions in peer-to-peer accommodation contexts. Using a thematic analysis approach, the findings reveal five dominant themes: visual and aesthetic cues, host attributes, reviews and reputation mechanisms, economic and functional motivations, and host–guest interaction. The results highlight the central role of visual presentation and social signals in reducing perceived risk and fostering trust, while economic and …

Pricing Hawaii: When Discounts, Fees, And Transparency Collide In Hotel Pricing, Kody Dominguez, Ingrid Lin

ICHRIE Research Reports

This report examines how hotel pricing structures in Hawaiʻi; specifically, Kamaʻāina discounts, visitor rates, and destination fees interact to shape perceptions of fairness, transparency, and booking behavior.

Using survey data from 192 respondents and a pricing audit of 57 properties in Oahu, Hawaii, the findings reveal a structural disconnect between pricing intent and guest experience. While Kamaʻāina discounts range from 20–30%, mandatory destination fees averaging $37.69 significantly erode realized savings, particularly at mid-tier price points. As a result, 62% of residents perceive hotel pricing as unfair, compared to 27% of visitors, and nearly 70% of respondents report abandoning bookings due …

Guests Attitude And Purchase Intention Towards Hotel Brand Extension, Daegeun Kim, Eun-Kyong (Cindy) Choi, Tanya Ruetzler, James Taylor

ICHRIE Research Reports

Brand extension is widely used among firms and hotels to launch new products using their parent brand name, making it important for practitioners to understand which factors influence consumers' attitude toward brand extension (ATT). This study investigated the role of consumer brand identity (CBI) in guests' attitude leading to purchase intention (PUR) for hotel vacation rentals. Findings suggest that CBI was a positive antecedent of perceived fit (PF) and tie (PT), which positively influenced ATT. Additionally, parent brand conviction and quality were identified as factors that positively influenced ATT and led to PUR. As the first study on hotel vacation …

The Strategic Role Of Frontline Sales Personnel In Semiconductor Manufacturing Markets, Daisuke Yahiro

Jesselton Journal of Educators and Scholars

This study examines the strategic role of frontline sales personnel within semiconductor manufacturing environments characterized by technological volatility, operational interdependence, and evolving customer demands. Drawing upon emergent strategy, strategy-as-practice, and organizational sensemaking perspectives, the study explores how frontline personnel contribute to organizational responsiveness and strategy formation beyond conventional execution-oriented roles. A qualitative interpretive research design grounded in pragmatism and symbolic interactionism was adopted. Data were collected through semi-structured interviews involving 12 participants engaged in semiconductor manufacturing sales, customer coordination, and managerial activities in Japan. The findings reveal that frontline personnel function as strategically embedded organizational actors who contribute to operational …

Marketing Strategies To Increase Student Enrollment To Generate Revenue, Jermaine R. Mccain

Walden Dissertations and Doctoral Studies

Declining student enrollment can reduce district revenue and limit a public school’s ability to sustain educational programs, staffing, and overall organizational effectiveness. Public school business leaders who lack effective marketing strategies to increase student enrollment may experience financial instability, limiting their organization’s capacity to maintain long-term operational sustainability. Grounded in consumer choice theory, the purpose of this qualitative pragmatic inquiry was to identify and explore effective marketing strategies public school business leaders use to increase student enrollment to generate district revenue. Participants were six public school business leaders in the southeastern United States. Data were collected through semistructured interviews and …

Sales Innovativeness Climate And B2b Salesperson Performance: The Roles Of Persistence, Entrepreneurial Self-Efficacy And Creative Selling, John Charles Peter Edwards, Steven Peter D'Alessandro, Morgan Miles

Research outputs 2022 to 2026

Purpose: Persistence is widely viewed as essential for success in business to business (B2B) selling, yet it remains unclear how persistence translates into higher sales performance when selling requires experimentation and novel customer solutions. This study examines whether a perceived sales innovativeness climate enables persistence and entrepreneurial self-efficacy (ESE) and, in turn, creative selling, driving B2B sales performance.

Design/methodology/approach: An online survey of 346 US-based B2B salespeople was analyzed using partial least squares structural equation modelling (PLS-SEM).

Findings: The perceived sales-innovativeness climate is positively associated with ESE, persistence, and sales performance. Persistence is positively related to sales performance and ESE, …

The Use Of Public Relations Departments In Palestinian Private Companies In The Northern Governorates On Social Media And Its Impact On Achieving Competitive Advantage, Ahmed Ammar

Middle East Journal of Communication Studies

This study aimed to examine the use of public relations departments in private Palestinian companies in the northern governorates for social media and their impact on achieving competitive advantage. The study adopted a descriptive-analytical approach, with data collected via a questionnaire distributed to a sample of 49 employees in public relations and related administrative roles. Descriptive analysis indicated that digital content management, media communication, audience engagement, relationship building, and performance monitoring and strategic analysis are all key factors in enhancing competitive advantage, with varying levels of impact. Multiple regression analysis showed that digital content management and media communication and audience …

Framework For Building A Social Media Marketing Strategy For Micro-Small Businesses, Joanna Byrne

Theses

Existing social media marketing literature consistently fails micro-small businesses with five or fewer staff. These sources default to models built for brands with dedicated marketing teams and large budgets. This project addresses that gap using a mixed-methods, practitioner-based action research design. It combines quantitative platform analytics with qualitative process documentation. The research covers four businesses at distinct stages of digital development: Torched Motorsport Supply, a new automotive parts retailer built from zero digital infrastructure; Byrne Diesel Performance, an established diesel shop with an unoptimized presence; Texas Best Compost, a startup developing its brand identity and digital launch disrupted by supply …

The Study Of How Sensory Marketing Techniques Used By Beauty Brands Influence Engagement And Consumer Perception On Social Media Platforms, Particularly By Evoking Specific Consumer Emotions, Eeshani Juthani

Digital Marketing Theses

This study describes how a consumers' attitude towards beauty products on social media is affected by sensory marketing techniques and cues. This study also examines how sensory marketing tactics and elements such as sight, sound, smell, touch, and taste affects the way a consumer engages with content on social media platforms like Tiktok and Instagram.

Securing A Calibrated Marketing Budget, Junqiu Jiang, Kapil R. Tuli, Nirmalya Kumar

Research Collection Lee Kong Chian School Of Business

This study investigates the sociopolitical processes underlying the development and approval of marketing budgets in large multinational corporations. While prior research has focused extensively on optimizing the level and allocation of marketing budgets, little attention has been paid to the internal organizational dynamics that shape the marketing budgeting process. Drawing on the theories-in-use of both CMOs and CEOs, this study examines how these executives codevelop a calibrated marketing budget (CMKB)—a budget that aligns expected performance with allocated resources through an iterative, participative process. Field data show that CMOs deploy a set of signals to assuage CEO concerns related to goal …

Investigating The Factors Impacting Consumer Intentions To Purchase Energy-Efficient Appliances, Yusra Memon, Raheela Haque

Business Review

Energy-efficient appliances protect the environment through reduced energy usage, lowering pollution, and preserving natural resources. Hence, this research is aimed to examine the factors influencing Pakistani consumers' intentions to purchase energy-efficient appliances. This research adopts a quantitative approach and purposive sampling technique, and the data was collected from 350 respondents belonging to major metropolitan cities of Pakistan i.e. Karachi, Hyderabad, Lahore, Islamabad, while SPSS and AMOS were used for data analysis. The study supports a number of important relations suggested by the Value–Belief–Norm (VBN) theory in the framework of buying energy-efficient appliances (EEAs) in Pakistan. Biospheric values (BV) significantly forecast …

2026 July, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for July of 2026.

Ensouling Progressive Partnership Synergy In Marketing To Revive The Indonesian Furniture Industry, Ahmad Ikhwan Setiawan, Fatimah Fatimah, Cheryl Marlitta Stefia

Asia Marketing Journal

This study develops a partnership marketing model to improve collaboration between suppliers and resellers in Indonesia's furniture industry by introducing Progressive Partnership Synergy (PPS), which links partnership dynamics to sales growth. A quantitative survey of 240 small and medium furniture manufacturers in Central Java tested the model using AMOS and Hayes's PROCESS Macro to examine mediation by synergy and competitive-advantage transformation. Results show PPS significantly affects sales growth while mediating the influence of competitive-advantage transformation. Market adjustment flexibility and partner orientation strengthen supplier–retailer ties. Some hypotheses were rejected, indicating additional factors are needed to optimize partnerships. Limitations include treating contextual …

The Impact Of Fear Of Aging On Luxury Consumption Among Middle-Aged Women, Jiyeon Lee, Xiaofei Wu, Dongwoo Ko

Asia Marketing Journal

This study investigates the relationship between fear of aging and luxury consumption behaviors among middle-aged women, focusing on the psychological and social dimensions of aging anxiety. Utilizing frameworks such as Objectification Theory and the Double Standard of Aging, the research explores how aging anxiety impacts attitudes toward luxury goods, mediated by fear of negative evaluation and body esteem. A survey of 288 women aged 41 to 60 was conducted, revealing that fear of aging significantly influences luxury attitudes and purchasing intentions. Findings indicate that luxury goods are seen not only as tools for status maintenance but also as avenues for …

Social Exclusion Cues And Collective Action Motivation In Environmental Campaigns: The Buffering Role Of Social Support, Hwan-Ho Noh, Warren B. Chik

Asia Marketing Journal

This study examines the influence of social exclusion cues on public engagement with environmental campaigns on social media, focusing on how such cues affect advertising attitudes and collective action motivation. Across two experimental studies, we investigated whether low engagement metrics, such as a small number of likes, function as symbolic exclusion cues that reduce perceived public support. The results indicate that social exclusion cues negatively affect advertising attitudes and collective action motivation, ultimately decreasing the intention to engage with the campaign. However, the presence of social support cues, which signal sustained public interest and social endorsement, effectively mitigated these negative …

The Price Of Expectation: How Luxury Consumers React To Quality Crises, Jeong Ah Yoo, Daye Hong, Yoon Hi Sung

Asia Marketing Journal

This study investigated the mechanisms underlying consumer responses to quality crises in luxury brands and examined how these responses differ depending on consumers' prior luxury brand purchase experience. The findings indicated that stronger price-quality inferences led to elevated product quality expectations. Further, when consumers encountered information regarding quality controversies, their heightened expectations produced greater perceived discrepancies, which subsequently had a negative impact on brand attitudes. Additionally, this study found that the negative impacts of perceived discrepancies on brand attitudes, purchase intentions for other products of the brand, and forgiveness intentions were more pronounced among luxury than among non-luxury consumers. Finally, …

Uncovering App Activity Patterns Behind E-Commerce App Usage: An Explainable Ai Framework, Myounggu Lee, Hye-Jin Kim

Asia Marketing Journal

In today's competitive mobile ecosystem, understanding how general app activity influences e-commerce app usage is crucial for marketers. This study introduces an explainable AI (XAI) framework using SHapley Additive exPlanations (SHAP) to identify non-e-commerce apps associated with e-commerce app usage. Drawing on mobile app launch data from 1,000 Android users in South Korea, we train a machine learning model to predict usage and apply SHAP to quantify the marginal contribution of each app. Results show that apps such as YouTube, Naver, and KakaoTalk are strongly linked to e-commerce activity at the user level. By visualizing user–app associations and clustering users …

Can Ai-Generated Ads With Future Predictions Drive Higher Donations Than Human-Created Ads?, Chaewon Song, Sujin Song

Asia Marketing Journal

The use of AI in generating ads offers benefits for NPOs, such as enhanced cost efficiency and personalized content. However, consumers often exhibit algorithm aversion when AI performs subjective tasks, like ad creation. According to mind perception theory, AI is seen as high in agency but low in experience. Given this, we hypothesized that including future predictions in AI-generated ads would mitigate this aversion. Across four studies, we found that AI-generated donation ads were generally perceived as less credible and elicited lower donation intentions than human-created ones. Crucially, when future predictions were included, the credibility and donation gap between AI …