Marketing Commons^™

Leveraging Machine Learning For Wellbeing Research In Marketing: Enhancing Federal Nutrition Programs And Food Decision-Making, Rohini Daraboina, Andrea Leschewski

Mountain Plains Business Conference

Machine learning offers innovative tools to enhance research on federal nutrition programs and food decision-making, moving beyond traditional methods. Algorithms extract key features to pinpoint potential program issues, allowing for more refined predictions about participation and behavior using large-scale data, unlike prior studies that typically rely on controlled lab settings. We propose a case study using machine learning to predict participation in a major nutrition education program, with implications for diet quality and food security. Validation of machine learning insights will involve qualitative research and surveys. This approach demonstrates the potential for connecting wellbeing research and marketing by offering deeper …

The Impact Of Inbound Marketing Methods On Business Performance, S Grayson Garner

Expo Student Presentations

2024 Fall Expo Poster Presentation

Understanding Customer Loyalty In The Automobile Industry: The Case Of Ford Motors In The State Of Virginia, Jared Nichols

Honors Projects

This research utilizes a mixed methods approach to better understand customer loyalty and the factors that impact a customer’s decision to remain loyal to a brand. More specifically, this research focuses on the combined impact that specific factors have on Ford Motor Company’s ability to foster and maintain loyal customers. This research focuses solely on the impact these factors have on Virginia Ford owners. To better understand this question, both quantitative and qualitative data was collected from Virginia Ford owners. The outcome of this research suggests that a combination of perceived value, quality, corporate image, and switching costs when considering …

Symmetrical And Asymmetrical Approaches To Brand Loyalty– The Case Of Intelligent Voice Assistants, Wei He, Catherine Prentice, Xuequn Wang

Research outputs 2022 to 2026

This study investigates symmetrical and asymmetrical relationships among intrinsic needs, consumer engagement, attachment, and brand loyalty in the case of intelligent voice assistants (IVAs). Conducted with IVA users in the United States, the research employs structural equation modelling (SEM) to examine direct, linear relationships and fuzzy-set qualitative comparative analysis (fsQCA) for exploring complex, non-linear relationships. The findings indicate that psychological needs, consumer interactions with IVAs, and emotional bonds significantly influence brand loyalty. Furthermore, the fsQCA method reveals that various combinations of these factors contribute to brand loyalty in distinct ways. This study advances the literature on consumer behaviour and branding …

2024 October, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for October of 2024.

Zero Textbook Cost Syllabus For Mkt 3000 (Marketing Foundations), Ram Bezawada

Open Educational Resources

This course is designed to introduce business students to the fundamental concepts and principles of marketing. The knowledge you gain in this course should help you understand how well-thought out and carefully implemented marketing strategies can help businesses succeed in a competitive environment. This understanding and skills you will have to practice in this course (i.e., analytical, and oral/written presentation skills) will help you to become a more valuable employee whether you choose a career in marketing or in other fields.

For students majoring in marketing, this course will provide the foundations for more advanced courses and work experience. For …

Sales Team Value Co-Creation In Turbulent Markets: The Role Of Team Learning And Agility, Eddie Inyang, Omar S. Itani, Hayam Alnakhli, Juliana White

Marketing Faculty Publications

Value co-creation has emerged as a way for organizations to gain a competitive advantage and differentiate themselves from the competition. In the literature, a positive link has been found between value co-creation and firm performance. However, the impact of sales team value co-creation on performance has been largely unexplored. This study explores drivers of value co-creation by sales teams and its performance outcomes, with market turbulence as a contingency factor. Using a sample of 201 salespeople in 24 sales teams, the results indicate that when sales teams co-create value with customers, they can increase their sales performance. This effect is …

Busn 3125: Principles Of Selling, Ngoc Cindy Pham

Open Educational Resources

Course Objectives: 1. Define the Selling Process: Understand and apply the selling process to various forms of sales, including personal, professional, and digital sales. 2. Identify Communication Elements: Recognize and utilize the key components of the communication process between buyers and sellers in business, focusing on clarity, persuasion, and relationship building. 3. Examine Ethical and Legal Aspects: Analyze ethical issues and legal restrictions in American business that impact sales practices, ensuring compliance and integrity in all sales activ

Business 3100 Principles Of Marketing, Ngoc Cindy Pham

Open Educational Resources

This course covers the fundamental concepts of marketing, including product development, promotion, pricing, and distribution. It focuses on understanding and applying basic marketing principles within the context of the marketing system and the markets available.

Busn 3140: Consumer Behavior, Ngoc Cindy Pham

Open Educational Resources

We will explore consumer behavior, focusing on its influence in your life, business strategies, policy making, and society. Our emphasis will be on understanding and analyzing how consumers acquire, use, and dispose of products. In other words, we will examine the ways consumers think, feel, and interact with retail environments, products, services, brands, and ideas.

Digital Marketing And Consumer Consumption Of Breast-Pumps On Social Media, Leanne Clark

Theses

A breast pump brassiere, designed to provide hands free experience for the mother when collecting mother's milk, and which integrates various operative components in the category of a micro pump, at least one suction cup, and a milk reservoir, preferably within each cup, to provide for hands free collection of expressed milk, as desired and required by the mother for use in the feeding of her infant.

Commercial Friendships In Pubs: Defining The Quality, Levels, And Process, Sake Jan Velthuis, Ondrej Mitas, Erwin Losekoot, Marcel Bastiaansen

Research outputs 2022 to 2026

This research explores commercial friendship within Dutch pubs, focusing on the transition from transactional to personal interactions between bartenders and guests. The study uses semi-structured interviews and thematic analysis to reveal that commercial friendship shares many similarities with non-commercial friendship but differs in important aspects. We found six levels of commercial friendship that range from minimal interactions, categorized as 'guest,' to deep, personal connections identified as 'best friend.' We identified three dimensions of commercial friendship quality: activities, self-disclosure, and social support. A critical finding is the 'tipping point'—a stage in the relationship development where interactions shift from professional to personal, …

The Impact Of Online Behavioral Advertising On Consumer Attitude And Impulse Buying: The Moderating Role Of Privacy Concerns, Elisa Legros, Yoonju Han, Jeong Eun Park

Asia Marketing Journal

Online Behavioral Advertising (OBA), a recently emerging format of internet advertising, targets users based on their past online behaviors. This study examines the impact of OBA on consumer attitudes and impulse buying behavior, while exploring the moderating influence of privacy concerns, a crucial factor given that OBA relies on personal data collection. To test our conceptual model, we conducted surveys in Korea and France, to further analyze the potential cultural distinctions. Our findings, derived from a series of linear regression models, reveal that OBA significantly affects consumers' impulse buying, with this effect mediated by consumers' attitudes toward OBA. Moreover, consumers' …

Do People Really Care If It's Phygital Retail? Exploring The Relationship Between Customer Experiences And Customer Behaviors, Limei Liu, Seong Ho Lee

Asia Marketing Journal

Phygital is an approach that integrates digital technology into physical retail spaces to provide innovative and interactive customer experiences. As this approach becomes more widespread, understanding its effects on consumer behavior is crucial. This study aims to bridge this gap by investigating the factors that influence cognitive, emotional, technological, sensory, and social experiences in phygital retail. It also seeks to understand how these factors influence customer engagement, ultimately impacting customers' patronage intentions and recommendation intentions. The study surveyed 380 customers in China who had experienced phygital retail. The results show that various dimensions of customer experience influence customer engagement, with …

Reuse Intentions For Carsharing Services: A Hierarchical Model Of Perceived Benefits, Risks, And Individual Differences, Bo Liu, Sang-Eun Byun, Sookeun Byun

Asia Marketing Journal

This study employs a hierarchical component model to examine reuse intentions among experienced carsharing service users in South Korea, focusing on how various perceptions of benefits and risks impact their decisions. It also explores the influences of self-efficacy, gender, and service usage experience on these perceptions and reuse intentions. Findings highlight that male users are primarily driven by functional benefits such as accessibility and convenience, whereas female users are more responsive to hedonic benefits. Users with high self-efficacy prioritize economic benefits, whereas those with more usage experience prioritize functional benefits. Additionally, social risks significantly deter reuse intentions predominantly among male …

From Limited Control To Green Empowerment: The Motivational Synergy Of Fresh Starts In Predicting Environmental Action, Seon Min Lee, Seungwoo Chun

Asia Marketing Journal

This study leverages group-based control theory to explore how fresh starts reinvigorate consumers with low motivation to engage in collective environmental efforts. Typically, individuals with low control over their circumstances show less inclination toward collective goals. However, fresh starts can enhance the influence of perceived control on collective environmental engagement, with global identity mediating this relationship. This hypothesis was supported by two empirical studies. The first study analyzed data from 10,430 corporate participants in an energy-saving initiative, revealing that smaller organizations, which likely experience lower levels of control, made substantial energy-saving efforts early in the year, although this effect diminished …

The Impact Of Model Pose On Consumer Perceptions Of Price: A Perceived-Power Perspective, Jeonggyu Lee, Dong Hoo Kim

Asia Marketing Journal

This study examines how a model's pose that signals power influences consumers' recall ability of price information in advertisements. To extend prior findings on social judgments, we suggest that the direction of consumers' gaze and willingness to pay attention to the model vary depending on the model's pose. Study 1 explores how consumers' perception of the power of the model affects their price recall ability. In particular, consumers demonstrate better price recall for items displayed at the bottom of the ad when the model adopts a powerful pose and items displayed at the top when the model in the ad …

Influencer Authenticity: To Grow Or To Monetize, Cristina Nistor, Matthew Selove, J. Miguel Villas-Boas

Business Faculty Articles and Research

Social media influencers can grow their number of followers by endorsing products that are authentic for their social media persona or, alternatively, monetize their followers by endorsing a wider variety of products. We develop a dynamic model in which an influencer continuously decides whether to be authentic as she balances increasing awareness with generating revenues from sponsored posts. We derive conditions in which the influencer is authentic during an early growth phase, but she becomes inauthentic once a large enough fraction of potential followers are aware of her. Celebrities become inauthentic at a lower awareness level than pure social media …

Climate Smart Agriculture, J. David Aiken

Cornhusker Economics

There are several programs encouraging producers to reduce their carbon intensity, including United States Department of Agriculture climate-smart agriculture programs, the 2024 Nebraska Climate Action Plan, and the 2024 Nitrogen Reduction Incentive Act. The hope is that producers with lower carbon intensity (CI) scores will receive a premium for their products. Producers would be well advised to learn more about these programs, as reducing carbon intensity in agriculture seems to be an emerging agricultural policy trend that will be with us for some time to come.

Shelf Space Strategy In Alcoholic Beverage Retail: Analyzing The Impact Of Shelf Facings On Sales Performance And Consumer Behavior, Jesse Core

Dissertations

The alcoholic beverage industry faces intense competition and regulatory constraints, making strategic shelf space management critical. This study investigates the impact of shelf facings on sales performance in the alcoholic beverage sector, focusing on how brand size moderates this relationship.

The study collected data from a regional supermarket chain in Arkansas using a quantitative pretest-posttest control group design. It found that increasing shelf facings for smaller brands significantly enhances overall modular sales, with small brand sales persisting even after reverting to their original facings. Moreover, the analysis reveals that brand size significantly moderates the impact of shelf facings on brand …