Marketing Commons^™

Determinants And Consequences Of Consumer Satisfaction Toward Hypermarkets In Thailand: Stimulus-Organism-Response Model, Kittichai Watchravesringkan, Chompunuch Punyapiroje

Journal of Applied Marketing Theory

In the early 2000s, Thailand's hypermarket sector experienced rapid growth, drawing significant foreign direct investment. However, increasing competition from local retailers, the rise of convenience stores and community malls, and evolving consumer shopping habits have contributed to a post-pandemic slowdown in sales growth. Understanding how consumers evaluate hypermarkets' marketing practices is crucial for both academics and managers, as their strategies may depend on the strength of consumer attitudes toward these practices. Guided by the stimulus-organism-response (S-O-R) paradigm, this study investigates how consumers’ attitudes toward marketing practices, including business provision, deceptive advertising, fair price, and retail services—affect consumer satisfaction, which, in …

Marketing Communications Mix Practices Among Micro And Small-Scale Enterprises, Marge Ethan A. Urbiztondo

The South East Asian Journal of Management

Research Aims: In developing and emerging economies, MSMEs are pivotal in generating income and fostering economic growth. However, in regions like Mindanao Island, Philippines, there are significant challenges to fostering equitable MSME-induced growth. This study delves into practices related to the marketing communications mix among micro and small enterprises in this region.

Design/Methodology/Approach: A mixed-methods approach is used, including quantitative analysis of the marketing communications mix practices among MSMEs, as well as qualitative analysis of interviews with micro and small enterprise owners.

Research Findings: The study reveals a significant difference between advertising assessments grouped according to years of operations, classification, …

Beyond The Label: Unveiling Greenwashing Impacts On Consumer Purchasing In Sunscreen Packaging, Kailee Ransom

Honors Projects

The purpose of this research project is to unveil how the use of greenwashing tactics in marketing can influence a consumer’s actions and purchasing behavior in regard to sunscreen product packaging. It aims to uncover whether environmentally charged language or imagery (or both) on a product has an impact on a consumer’s willingness to purchase the product and their perceptions of the product’s health for their body and the environment. Additionally, are certain demographic profiles - considering a consumer’s age, income level or education level - more inclined to have a positive perception of “environmentally-friendly” sunscreen products?

To answer these …

Measuring Exposure Through Targeted Ads, Sarah Bazell

Honors Projects

This study investigates the effectiveness of targeted digital advertising strategies for Company X, a performance motorsports fuel brand. With the goal of optimizing engagement and improving budget allocation, four distinct ad campaigns were developed and tested on Facebook and Instagram: brand awareness, product education, dealer locator promotion, and lifestyle merchandise promotion. Each campaign was evaluated based on reach, impressions, cost per result, and conversion rates. Descriptive statistics revealed significant differences in engagement rates across campaigns, with video-based, emotionally driven ads outperforming static formats. A one-way ANOVA indicated no significant difference in reach across campaigns but confirmed significant differences in spending …

Toledo Private High Schools: An Analysis Of Marketing Strategies, Tegan Ruttencutter

Honors Projects

Having a better understanding of private education is vital in a country where research on private schools outside of school choice literature is limited. This research aims to gain a deeper understanding of the marketing strategies employed by Toledo private high schools, thereby enhancing our comprehension of the local education market and its broader implications. This study will delve into the websites of three prominent Toledo private high schools: one Catholic, one Christian/Religious, and one secular school. To better understand these websites and schools, marketing and education-related literature regarding marketing strategies and private education is reviewed. Additionally, to better understand …

Exploring The Impact Of Negative Brand Experiences On Consumer Emotions And Behavior, Li Mei Liu, Seong Ho Lee

Asia Marketing Journal

With the continuous development of social media, negative brand emotions have emerged as a significant social phenomenon. However, existing marketing research predominantly focuses on positive emotions. This study aims to explore how the sensory, emotional, behavioral, intellectual, and social dimensions of negative brand experiences elicit consumer regret and brand hate, which subsequently drive the spread of NWOM. Using SEM to analyze data from 1,000 Chinese consumers, this study finds that all dimensions of negative brand experiences significantly influence both regret and brand hate. Consumer regret further amplifies brand hate, intensifying its emotional impact, and drives the dissemination of NWOM. This …

Latino Student Engagement In Rsos At Hcob, Angel Cordero

Honors Theses

Latino students at the Haworth College of Business (HCOB) are significantly underrepresented in Registered Student Organizations (RSOs), raising concerns about inclusivity and engagement within the college’s extracurricular community. This study aims to identify the barriers preventing Latino business students from participating in RSOs, exploring factors such as cultural representation, language preferences, financial constraints, and perceived social inclusion. Using a Qualtrics survey distributed to Latino business students at Western Michigan University, this research collects qualitative and quantitative data to assess their experiences and perspectives on campus involvement.

Findings reveal that many Latino students feel disconnected from existing RSOs due to a …

Measuring The Effect Of A Brand Communication Strategy Through Consumer-Generated Content: A Case Study Of Telecommunication Services, Jiwon Baek, Haejin Seo, Tae Ho Song

Asia Marketing Journal

The objective of marketing communication is to develop brand knowledge in consumers’ minds by informing and persuading consumers with the information that the brand needs to convey. However, existing studies on advertising effects have primarily focused on quantitative performance metrics. Although studies measuring consumers' cognitive responses have increased recently, it is still difficult to find research analyzing the effectiveness of advertising from a communication perspective. Therefore, we aimed to examine the communication effectiveness of advertising by utilizing Consumer-Generated Content data. The results of the Semantic Network Analysis and centrality analysis revealed differences in advertising effectiveness between the two brands. Moreover, …

Rethinking Money: How The Backfire Effect Shapes Consumer Reactions To Recommendations, Hee-Kyung Ahn, Eunkyoung Lee

Asia Marketing Journal

This research explored how priming of money influences consumers' reactions to others' opinions, particularly regarding compliance with different types of recommendations. Across two experiments, we found that subtle reminders of money made individuals value their independence in decision-making. As a result, they tended to respond negatively to recommendations that were overly prescriptive, such as specific product suggestions. On the other hand, when money reminders accompanied recommendations that offered some flexibility—like suggestions for product categories—individuals were more likely to agree with these flexible recommendations than specific suggestions. This effect even persisted when the category recommendations included only a single alternative.

Detrimental Impact Of Waiting On Dining Experiences: Evidence From Online Restaurant Reviews, Jooa Baek, Yeongbae Choe

Asia Marketing Journal

This study employs big data analytics to examine customers’ waiting experiences in restaurants, a critical component of the broader hospitality and tourism industry. Drawing upon a large corpus of online reviews, the analysis uses topic modeling to identify four salient themes that emerge—waiting, food, servicescape, and service quality—informing the way in which customers perceive and evaluate dining experiences. Two subsequent regression analyses reveal a significant negative relationship between waiting-related comments and overall review ratings, underscoring the disproportionate influence of waiting experiences in shaping customer satisfaction. These findings offer valuable insights for hospitality and tourism practitioners and researchers aiming to deepen …

Illuminating The Pathway From Social Media Marketing Stimuli To Skincare Brand Choice Through Product Effectiveness, Elfi Elfi, Sabrina O. Sihombing, Ferdi Antonio

Asia Marketing Journal

This study illuminates factors driving skincare brand choice by examining the role of product effectiveness in the social media marketing context. Using quantitative approach with Structural Equation Modeling on data from 217 Gen Z respondents, the research focuses on two key social media marketing stimuli: nano influencer marketing and short video content marketing. The findings reveal that product effectiveness significantly mediates the relationship between these marketing stimuli and consumer brand selection. While various marketing stimuli can attract consumer attention, the perceived effectiveness of the product is the primary driver of brand choice. Additionally, the study highlights the importance of selecting …

Beyond Revenge Spending: Exploring The Role Of Loneliness And Online Brand Equity In Sustained Luxury Consumption Among Asian Mz Adults, Sukyoung Kang, Sanghee Kim

Asia Marketing Journal

This study examines the relationship between loneliness, online brand equity, and luxury purchase intentions among Asian MZ adults. While prior research attributed the surge in luxury purchases during COVID-19 to ``revenge spending'' aimed at alleviating negative emotions, this study suggests that individuals leverage loneliness, transforming it into a driving force for luxury consumption by addressing emotional needs rather than simply compensating for distress. By highlighting online brand equity as a moderating factor, the study demonstrates how luxury brands, traditionally reliant on offline experiences, can leverage digital channels to connect with Asian MZ consumers. Based on a survey of 200 participants, …

Editorial: A New Chapter For Asia Marketing Journal, Woojung Chang, Minki Kim, Jaehoon Lee, Choongbeom Choi

Asia Marketing Journal

No abstract provided.

Connecting Emotionally: Examining The Impact Of Narrative Video Advertising On Consumer Involvement And Brand Attachment, Anni Rahimah, Shannon Saghava Aqfa Dzikrullah, Ameylia Ayu Astira

BISNIS & BIROKRASI: Jurnal Ilmu Administrasi dan Organisasi

The increasingly competitive advertising landscape necessitates innovative strategies to engage potential customers effectively. This study investigates the impact of emotional and narrative-driven video advertisements on attitudes toward advertisements and advertisement involvement, ultimately fostering emotional brand attachment among viewers. This research adopts a quantitative approach, employing Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) using SmartPLS 4 software. Data were collected through a structured survey involving 131 respondents who had utilized the GoSend service in DKI Jakarta, Indonesia. The results demonstrate that emotional and narrative elements in video advertisements exert a significant positive influence on viewers’ attitudes toward advertisements …

Capturing Tradition: The Business, Branding, And Personal Identity Of Senior Portraits In The Modern South, Xenia R. Minton

Honors Theses

The rise of college students starting photography businesses, particularly in graduation portraits, has transformed the creative and entrepreneurial landscape in the South. This thesis explores the senior portrait culture at the University of Mississippi, analyzing its rapid growth through the perspectives of photographers and academic experts in Southern Studies. Grounded in eight years of experience as a photographer, this study examines the evolution of the industry, business strategies, and cultural significance. Through interviews with seasoned senior portrait photographers and Southern Studies professors, this research investigates how regional traditions, social media, and consumer expectations have shaped the profession. By analyzing these …

The Nfl And The Digital Era: How Social Media Has Redefined The National Football League, Lexis Brattain

Whittier Scholars Program

To summarize this senior project, you can look at it from two perspectives. One being- a sports fan interested in fan engagement, or someone more interested in social media marketing. This paper shows how both work together to improve one another just the same. As the NFL transitioned from traditional marketing to a dynamic, real-time digital strategy, social media emerged as a powerful tool to reach diverse audiences and foster deeper connections with fans. By leveraging platforms, the NFL has not only expanded its global digital footprint but also redefined its presence in the entertainment industry. This report analyzes the …

Physical Activity Curriculum And Marketing Strategy For Dale Vuelta To Empower Young Girls In Mexico., Reagan A. Dodson, Eunice M. Lee

SPARK Symposium Presentations

The World Health Organization (WHO) found that nearly one-third of the world’s adult population are physically inactive, not meeting the global recommendations of at least 150 minutes of necessary physical activity per week (WHO, 2024). Adolescent girls were less active than adolescent boys, with 85% in comparison to 78%. In Mexico, 88% of girls, ages 11-17, are physically inactive (WHO, 2022). In Mexico, the stigma around girls practicing sports remains strong; gender-based violence grows by the year, and girls are often bullied, questioned, or discouraged from participating in sports (B. Möller, personal communication, September 23, 2024). Dale Vuelta, a non-profit …

Netflix: Leave Our Household Accounts Alone, Brylee Adams, Chloe Adams, Isaiah Snype, Samantha Sorensen

Undergraduate Research Conference

RESEARCH OBJECTIVE: To find out if users have been kicked out of their “household” plan

Does Demographics And Affiliation Impact Experience And Attendance Of Sfa Athletic Events?, Elizabeth Denyer

Undergraduate Research Conference

Research Objectives l. Evaluate demographic variables 2. Examine role of social dynamics 3. Identify barriers that could affect experience at SFA athletic events 4.Determine factors that increase attendance and experience 5. Assess the effectiveness of SFA athletics communication

Nike Consumer Research, Amelia Hovinga

Undergraduate Research Conference

No abstract provided.