Marketing Commons^™

How Negative Accounting News Events, Voluntary Esg Assurance, And Assurance Provider Influence Consumer Purchasing Intentions, Clark Hampton, Macy Knutson, Adi Masli, Chad Stefaniak

Accountancy: Faculty Scholarship

Consumers are increasingly conscientious of societal and environmental impacts of their purchases, prompting companies to make environmental, social, and governance (ESG) claims and engage in voluntary ESG assurance. However, prior literature lacks insight into whether consumers consider negative accounting news events (e.g., error/irregularity restatements) and their effects on purchasing intentions. Using real world consumers of sustainable goods, we investigate how varying levels of negative accounting news events (i.e., error or irregularity restatements), the presence of ESG product-quality assurance (e.g., cage free egg certification), and the type of assurance provider (e.g., an accounting firm that also audits the financial statements, an …

Game, Set, Empower: A Comparative Instagram Analysis Of Branding And Engagement In The Confederation Of African Football (Caf) Women’S And Men’S Champions League, Nour Abdelkader Ms

Theses and Dissertations

The rise of women’s football has placed new emphasis on digital branding, with social media becoming a vital space for visibility, engagement, and representation. This thesis investigates how Instagram content strategies influence fan engagement during the CAF Women’s and Men’s Champions League tournaments. Specifically, it examines the role of content type (match, behind-the-scenes, off-the-pitch, promotional), marketing orientation (organic, sponsored, collaborative), and post format (reel, carousel, photo, graphic) in shaping audience interaction.

Using an explanatory sequential mixed methods approach, the study analyzed 674 Instagram posts (276 CAFWCL, 398 CAFCL) and conducted semi-structured interviews with five digital sports professionals, including CAF digital …

4th Sbs International Conference 2025: Transforming Business For People And Planet, School Of Business Studies (Sbs)

Conference Proceedings

The IBA-SBS International Conference (IBA-SBSIC) brings together scholars, professionals, and policymakers from around the world, providing a platform for learning, collaboration, and cutting-edge research. As we enter the 4th edition in 2025, the conference embraces the theme "Transforming Business for People and Planet."

The business landscape is evolving rapidly, with companies increasingly held accountable for their environmental footprint, ethical responsibilities, and social impact. Governments, regulators, and consumers now demand responsible business practices that align with sustainability and long-term financial resilience. Sustainability is no longer a choice—it is a necessity. Global movements toward climate action, social equity, and responsible governance are …

Customer Prioritization: From Conceptualization To International Application, Maria Gracner, John William Cadogan, Gregor Pfajfar

Economic and Business Review

This study examines customer prioritization, a strategic practice where businesses allocate resources and efforts based on customer value. While its significance in international marketing continues to grow, limited research exists on how customer prioritization is understood and applied in international firms operating across diverse cultural contexts. Addressing this gap, the study explores how international-marketing managers conceptualize customer prioritization and identifies its key components. Using a qualitative methodology, the study conducted in-depth interviews with Slovene international-marketing and sales managers from 13 export-oriented firms. Thematic analysis, guided by the Gioia methodology, identified four central themes: prioritization tactics and strategies, international customer profitability, …

Public Relations As An Approach For Smes To Improve Business Sustainability, Nikkia Tene Mcclain

Walden Dissertations and Doctoral Studies

Small and medium-sized enterprises (SMEs) often lack dedicated public relations (PR) departments, limiting their ability to build brand identity, and gain market share compared to larger firms with greater resources. Small business owners need PR departments to improve their competitive positioning to satisfy buyers. stay competitive to maintain and increase employment, and satisfy customers. Grounded in the dynamic capability theory, this qualitative multiple case study explored how the development and strategic implementation of PR functions can provide SMEs with a competitive advantage. Participants included seven SME owners in fashion, real estate, beauty, business, technology, and retail, each with experience in …

Nebraska National Agri-Marketing Association (Nama), Marissa Davis, Rosalee A. Swartz

Cornhusker Economics

NAMA PALOOZA, the 2025 Agri-Marketing Conference, was held April 9-11 in Kansas City, Missouri. The conference is an annual event that brings together National Agri-Marketing Association (NAMA) professional and student members. There are 27 professional chapters and 32 student chapters from across the United States and Canada. The conference is a great opportunity to foster connections between students and professionals in marketing, advertising, communications, promotion, sales, and public relations.

Marketing De Moda Predictivo E Inclusivo: Estrategias De Segmentación Avanzada Para Audiencias Diversas Con Inteligencia Artificial, Oscar Barroso Huertas

GDI. Revista de investigación de Género, Diseño e Innovación

Introducción: El marketing predictivo, impulsado por la inteligencia artificial (IA), está transformando cómo las marcas anticipan las necesidades de sus audiencias. En Moda, la personalización es clave para conectar emocionalmente con los consumidores, pero también es esencial que las marcas sean inclusivas, respetando la diversidad y la privacidad. Este artículo explora cómo las marcas de moda usan el marketing predictivo para segmentar audiencias diversas, garantizando campañas personalizadas e inclusivas. Metodología: Este estudio adopta un enfoque mixto, combinando revisión documental y análisis cualitativo. Se revisan fuentes académicas y casos de marcas que aplican marketing predictivo inclusivo, utilizando tecnologías como machine learning …

Examining The Relationship Between Perceptions Of Service Quality, Student Satisfaction, And Intention To Persist At Different Higher Education Institutions, Denise Hardesty, Aaron W. Hughey

Counseling & Student Affairs Faculty Publications

Using a correlational research design, this quantitative, descriptive study was conducted at a two-year community college and a four-year public university. A modified version of the Perceived Service Quality (PSQ) instrument was used to survey full-time, undergraduate students at each institution to examine perceptinos of service quality and whether those perceptions impact a student's decision to return the next semester. Students at both institutions in the study reported a high level of satisfaction in all three primary dimensions of service quality; no significant differences were found to exist in the way in which service quality is perceived by students based …

A Survey Of Retail Trade Patterns In South Dakota: 2015-2024, Rand E. Wergin

Faculty Publications

This paper provides an analysis of retail sales and retail trade in the state of South Dakota for the ten years 2015 to 2024. This paper provides a detailed analysis of the fifteen largest communities in the state, with further analysis of each community reporting retail sales to the state Department of Revenue.

This analysis will provide information to community leaders in the cities and towns of South Dakota. Retail pull is an economic indicator that provides a measure of community’s economic health and its ability to attract shoppers, both shoppers from its own community and from other communities. A …

Promotions And Themes: An Empirical Analysis Of Attendance Factors In The National Women's Soccer League, Lena Gunn, Alexander Traugutt

Journal of Applied Sport Management

The National Women's Soccer League (NWSL) has experienced significant growth, making it crucial to understand attendance drivers at matches. This study evaluated the impact of themed events and promotions on attendance during the 2023 NWSL season. Using data from all regular-season home matches (N = 167), an OLS regression analyzed how various factors influenced attendance measured as a percentage of stadium capacity. Results revealed that themed events significantly increased attendance, while traditional promotions showed a positive but non-significant effect. External factors including post-World Cup timing, visiting team marquee players, and market demographics also significantly influenced attendance. These findings provide actionable …

The Marketing Of Populism And The Political-Economy Of War: Learning From The Russia-Ukraine Conflict, Nikhilesh Dholakia, Aras Ozgun, Deniz Atik

Marketing Faculty Publications

This conceptual study explores the social and political-economic conditions that spawn competing campaigns of democracy, populism, and autocracy from a macromarketing perspective. It delves into the less visible and deeper contexts that produce contemporary autocracies and international crises they provoke by analyzing the autocratic regime in Russia that resulted in its invasion of Ukraine. Instead of the reductive framing of this conflict as a contest between unsystematic notions of democracy and autocracy, this study offers a nuanced understanding of contemporary autocracies by investigating the links between populist political movements, neoliberal ideology, and state-sponsored capitalism as a growth oriented political-economic form. …

Tread: A Digital Solution For Sustainable Travel, Audrey Claire Talmi, Amy Besford

Graphic Communication

This senior project aims to create an eco-tourism website that promotes sustainable and ethical travel by connecting users with local businesses, communities, and culturally respectful experiences. As mainstream tourism increasingly contributes to environmental degradation and social displacement, this platform will provide responsible alternatives by avoiding over-touristed destinations and favoring underrepresented areas. It will allow users to book flights, lodging, and activities while educating them on the consequences of over-tourism. Through a combination of intuitive user interface, thoughtful user experience, engaging visual design, and curated educational content, the website will serve not only as a booking platform but as a digital …

The Impact Of Voluntary Disclosure Of Customers’ Names On Firm Value, Mu Li

Dissertations, Theses, and Capstone Projects

Customers are a primary source of a firm’s revenue, and a firm’s relationships with its customers are one of the key factors of its success. To reduce information asymmetry regarding customers, the U.S. Securities and Exchange Commission (SEC) mandates that all publicly traded firms disclose sales to major customers who account for more than 10% of the firm’s consolidated sales. Firms may voluntarily disclose more customer information such as customers’ names. While managers may be concerned with the financial implications of such voluntary disclosure, no studies to date have explored how it impacts firm value. Using a sample of 768 …

Discovering Sri Lanka: Examining The Marketing Strategies Behind Successful Tourist Destinations, Victoria Powell

University Honors Theses

Building on the observation that Sri Lanka is emerging as a tourist destination, this thesis compares the national destination marketing campaigns of Thailand, Indonesia, and Sri Lanka to identify how their strengths have contributed to their success. Using a comparative analysis, the research examines each destination’s brand positioning, distribution channels, campaign messaging, visual identity, and brand consistency. A deeper analysis of the strengths, weaknesses, opportunities, and threats (SWOT analysis) is conducted on Sri Lanka's destination marketing campaign to present the study's findings and communicate recommendations. Ultimately, the analysis is used to recommend strategies for Sri Lanka's destination marketing efforts to …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for June of 2025.

Factors Influencing Customers' Green Purchase Behavior: Ten Years Of Literature With Special Focus On Green Restaurants, Ibrahim Mahmoud Darwish, Ayman Mahmoud Bazzi, Alaaeldine Abbass Ali

BAU Journal - Creative Sustainable Development

This study aims to review the literature for ten years, from 2010 to 2019, related to customers' green purchase behavior by shedding light on the factors influencing it and the main predictors of green behavior in the restaurant industry. A systematic review of 38 articles published within ten years, “2010 to 2019” was performed, and the reviewed studies were classified depending on electronic databases. The sample was clustered according to the two main topics: customers' green purchase behavior toward restaurants and customers' perceptions toward green product consumption. The findings were analyzed based on descriptive and topic analysis. 90% of the …

Effective Strategies For Developing And Implementing Metrics For Successful Social Marketing Campaign Performance, Annette M. Wolf

Walden Dissertations and Doctoral Studies

Ineffective use of marketing metrics by social marketers poses a risk of inconsistent and subjective interpretations of campaign success. Social marketing managers and stakeholders are concerned because unreliable metrics hinder their ability to evaluate performance, justify funding, and replicate effective strategies. The purpose of this qualitative pragmatic inquiry, grounded in general systems theory and foundational social marketing literature, was to explore effective strategies that social marketing campaign managers use to implement metrics sufficient to measure successful campaigns. The participants were ten experienced members of the Social Marketing Association of North America, with effective strategies to implement marketing metrics to measure …

Leveraging Ai For Marketing Decisions: Algorithmic Targeting And Healthcare Applications, Annie Shi

Olin Business School Graduate Student Theses and Dissertations

In this dissertation, I leverage artificial intelligence (AI) for making effective marketing decisions, specifically on how to measure the causal effects of targeting promotions and detecting suspicious retail buyers of opioids. In the first chapter, we propose a novel approach in measuring the true causal effects of targeting promotions. Targeting promotions on online platforms are often determined by AI algorithms, which utilize extensive customer and seller information to generate various algorithmic scores for targeting. Effective targeting, however, will lead to selection bias when evaluating the causal effects of promotions. we analyzed 2,294 promotion experiments on a major online retail platform …

Ontology, Epistemology And Axiology In Halal Research: Empirical Evidence From Hajj Pilgrimage, Mohammad Mominul Islam

International Journal of Religious Tourism and Pilgrimage

The philosophical contributions of ontology, axiology, and epistemology have not provided a clear understanding of conventional or Halal tourism, including the Hajj pilgrimage. Against this background, this study aims to explore the Halal perspective of knowledge creation, including At-Tawhid, Ijtihad, and philosophies, through a qualitative and grounded theory approach with inductive reasoning and ethnographic approach. The author collected primary data through active observation of the Hajj rituals from June 16th to July 25th, 2022, in Makkah, the Kingdom of Saudi Arabia, and popular blog posts about the travel experience of pilgrims. Then, the data were analysed using ATLAS.ti to result …

Enhancing Consumer Trust In Displayed Information Through Digital Price Tags In Retail Marketing, Mark Yi-Cheon Yim, Sukki Yoon

Marketing Department Faculty Journal Articles

Although digital price tags have been widely adopted in many brick-and-mortar retailers, our understanding of their optimal use remains limited. Considering their ability to easily update prices and promotional messages remotely, concerns have emerged regarding consumer trust in the displayed information. This study examines the role of digital price tags in retail marketing, with a particular focus on their effectiveness in building consumer trust in displayed information. To explore this, three online experiments are conducted to investigate strategies for enhancing consumer trust in the use of digital price tags. Studies 1a and 1 b provide evidence that digital price tags …