Marketing Commons^™

Students As Value Co-Creators In The Business Education Ecosystem, Maria Petrescu, John Gironda, Anjala S. Krishen, Adina Dudau, J. Ricky Fergurson, Steven A. Stewart, Philip Kitchen, Monica Fine

Publications

Departing from the dyadic paradigm of students versus business schools in marketing and business education, this article utilizes a pluralistic perspective to account for and investigate various stakeholder groups’ value expectations and roles as we develop and examine a value co-creation ecosystem framework for marketing and business education. Service-Dominant Logic and Authority Theory are used as theoretical lenses along with a mixed-method approach to conduct three studies: (a) a fuzzy-set qualitative comparative analysis (fsQCA), (b) a qualitative conceptual mapping content analysis, and (c) a three-round quantitative Delphi study. The results provide insights into the differing elements of value and level …

Prototypically Small: An Exploration Of Consumers’ Small Business Prototypes, Michael R. Jenkins

Publications

Purpose

As consumers interact with various small businesses, they develop a mental image, called a prototype, to represent what small businesses are as a generalized, conceptual category. However, prior research has said little about what this small business prototype entails. Thus, the aim of this study is to explore consumers’ perceptions of the prototypical small business by identifying common attributes among small businesses that differentiate them from large businesses.

Design/methodology/approach

This study undertakes a thorough review of the relevant consumer research literature for the attributes that consumers use to evaluate small businesses. Then, using a contemporary parallel analysis approach, it …

Corporate Social Advocacy: A Study Of Brand And Consumer Activism In The Era Of Social Media, Christa L. Taylor

Student Theses and Dissertations

As corporations recognize the importance of balancing profitability with social responsibility, the adoption of corporate social advocacy has become a critical approach for addressing pressing social issues, fostering trust, and enhancing brand reputation. Growing public pressure has forced corporations to take a more vocal stance on social and political issues. Considering that corporate social advocacy is an emerging trend and is viewed as a practice outside of a corporation’s standard business practices, organizations have been presented with a new challenge of achieving legitimacy in their advocacy and taking on an expanded role as corporate citizens. This study explores the ways …

Adapting Agile Principles For Digital Media Startups, Chukwudi Ukonne

Harrisburg University Dissertations and Theses

This paper explores the adaptation of Agile Project Management principles to address the unique challenges faced by media startups and digital news ventures. Operating in fast-paced and dynamic environments, these entities require flexible project management approaches to respond to evolving landscapes and rapidly changing audience demands. Drawing on existing literature and empirical studies, the paper critically analyzes the application of Agile methodologies in media contexts, examining factors influencing successful Agile transformation and the implications for project outcomes. Additionally, the paper provides a review of theories such as Agile Manifesto and Scrum, providing insights into their origins, main arguments, and applications …

A Case Study Of Using Social Media Influencers For Sponsored Posts, Meagen Rockenbach

Doctoral Dissertations and Projects

The use of social media changed consumer behavior and how company leaders conduct business, including the way that they promote products and services. Instagram is a social media platform that many companies use to promote products and services. In the beauty and lifestyle industry, company officials hire social media influencers for influencer marketing campaigns. In the Unites States, the Federal Trade Commission has rules for these sponsored posts that influencers must disclose that they are working with a brand within the sponsored post. This study was to establish a connection between Instagram influencers and their use of disclosed sponsorship in …

A Business Model For Communication Design Enterprises (Paper), Con Kennedy

Academic Articles

Several international reports and studies indicate that the Communication Design sector has a skill deficit in entrepreneurship and business management, and a greater understanding of these topics is needed. Some authors advocate applying existing business models for design enterprises. However, the skill deficit prevails. It is worth noting that these reports discuss the entrepreneurship deficit in general terms without an explanation of the causes of this deficit or how to remedy the issue. Therefore, this paper explores the development of a Business Model specific for Design Entrepreneurs for deployment in Communication Design enterprises. A theoretical framework for a specific business …

The Food Production-Consumption Chain: Fighting Food Insecurity, Loss, And Waste With Technology, Dhruv Grewal, Abhijit Guha, Stephanie M. Noble, Kara Bentley

Business Faculty Publications and Presentations

The UN’s Sustainable Development Goal (SDG) 12 seeks to achieve sustainable food production and consumption, including reduced food loss and waste; SDG 2 proposes the goal of zero hunger. In pursuit of these goals, technology arguably has a central role, at every level of the food value chain. To establish this role, the authors identify and examine current technologies aimed at increasing food production and suitably redistributing unused food, as tactics to combat food loss and waste, with the shared end goal of reducing food insecurity. A proposed 2 × 2 typology illustrates how existing technologies can influence food production, …

Tackling No-Shows In Fine Dining: Insights Into Cancellation Policies And Consumer Awareness Campaigns, Esther Kim, Jason Tang

Department of Hospitality and Tourism Faculty Scholarship and Creative Works

This research aims to identify how fine dining restaurants can effectively implement reservation cancellation policies to address the issue of no-shows by applying equity theory, the dual entitlement principle, and social cognitive theory. Two experiments identified cancellation policy elements that influence restaurant evaluations and reservation behaviors. Findings revealed that cancellation policies negatively influence restaurant evaluations, and that policy strictness and awareness can attenuate this relationship via perceived fairness while enhancing the likelihood to book reservations and honor reservations. This research suggests that restaurants can benefit from implementing lenient cancellation policies and introducing awareness of the adverse impact of no-shows to …

Sales Professional Preservation: Examining The Impact Of Incongruent Ideological Belief Systems On Intentions To Quit Among Sales Professionals, Brian Lee Morgan

Dissertations

Organizations that lead with ideologies of moral tradition, politics, and social economics are playing a losing game. The ideological belief system congruence within the organization between leaders and members creates a better atmosphere with less turnover and better recruitment. Sales professionals want an environment free of ideological incongruence. Without ideological alignment, they will defect from the organization. Leaders are miscalculating the negative impact on members’ intentions to quit when they are faced with leaders acting upon ideology changes that affect the member-customer ecosystem. In addition, leaders should be aware of the personal attributes that can exacerbate turnover and work to …

How Trust In Human-Like Ai-Based Service On Social Media Will Influence Customer Engagement: Exploratory Research To Develop The Scale Of Trust In Human-Like Ai-Based Service, Jin Jingchuan, Shali Wu

Asia Marketing Journal

This research is on how people's trust in human-like AI-based service will influence customer engagement (CE). This study will discuss the relationship between trust and CE and explore how people's trust in AI affects CE when they lack knowledge of the company/brand. Items from the philosophical study of trust were extracted to build a scale suitable for trust in AI. The scale's reliability was ensured, and six components of trust in AI were merged into three dimensions: trust based on Quality Assurance, Risk-taking, and Corporate Social Responsibility. Trust based on quality assurance and risk-taking is verified to positively impact customer …

Paying Back To Good Deeds: A Text Mining Approach To Explore Don-Jjul As Pro-Consumption Behavior, Hojin Choo, Sue Hyun Lee

Asia Marketing Journal

More consumers are choosing pro-consumption for social change, but scholars know little about why and how consumers engage in pro-consumption behaviors. A newly emerged pro-consumption behavior called "Don-jjul,'' which appeared during the COVID-19 pandemic in South Korea, refers to compensating businesses that have engaged in altruistic actions by boosting their sales. This study used Latent Dirichlet Allocation (LDA) of topic modeling, sentiment analysis, and in-depth interviews to investigate the perceptions, motivations, and emotions regarding Don-jjul. As a result, the study revealed pro-consumers' perceptions of Don-jjul as "collective pro-consumption for contributing to social well-being.'' Don-jjul has two main motives: "supporting underdogs …

Nodding As A Catalyst For Improving Attitudes And Purchase Intentions In Online Context, Yusu Lee, Jinhee Choi

Asia Marketing Journal

This study investigates the influences of the head movement (nodding vs. head shaking vs. nothing) on consumer attitude and purchase intention toward the product in an online shopping context and introduces the consumer motivation (need vs. want) as a moderating factor for this relationship. Through two studies, this article finds that nodding, as opposed to head shaking or no movement, leads to more positive attitudes and higher purchase intentions toward the product, and this effect is strengthened when the shopping is pursued with a need compared to a want motivation. The effect is found specifically in the fashion industry, where …

How Google Advertisements Attract Consumers' Call-To-Action And Electronic Word-Of-Mouth, Tser-Yieth Chen, Hsueh-Ling Wu, Jiun-Hua Yun

Asia Marketing Journal

This study investigated central and peripheral route factors to assess the impact of Google Advertisements on how these factors contribute to users' call-to-action (CTA) and electronic word-of-mouth (e-WOM) behaviors. We explored the persuasive effects of Google Advertisements on consumers by using a dataset of 483 valid empirical samples from Taiwan. We employed structural equation modeling (SEM) to examine the hypotheses. The empirical results of this study indicate that both peripheral (image appeal) and central (information completeness) routes positively lead to the persuasion effect. This finding confirms that the peripheral and central routes increase the persuasion effect. The empirical results indicate …

The Effect Of Ewom On Movie Sales Considering Competition And Culture, Jungwon Lee, Cheol Park

Asia Marketing Journal

This paper aims to empirically analyze how competitive and cultural factors moderate the relationship between electronic word-of-mouth (eWOM) characteristics and sales in the US and Korean film industries. A conceptual model was developed based on the cue utilization theory (CUT) to analyze the role of cultural and competitive factors that moderate the relationship between three characteristics of eWOM (volume, valence, and variance) and movie sales. Data of 45 days of 163 films released in Korea and the US were collected and a total of 7,335 samples were analyzed by panel regression. As results, competitive factors enhanced the influence of the …

Enhancing Visitor Experience Through Marketing For The Mayflower Bocawina National Park, Samantha O'Flaherty

Supply Chain Management Undergraduate Honors Theses

This thesis outlines a summer internship in Dangriga, Belize, where the author worked with Mayflower Bocawina National Park facilitated by Dr. Amy Farmer and Steve Darr. Dangriga faces challenges in the tourism industry due to competition from larger entities who have more resources and infrastructure. The author and their partner developed a marketing strategy for the park's new glamping experience and mountain bike trail, evolving into a comprehensive plan encompassing SEO, website management, and operational optimization. The project aimed to enhance the park's competitiveness, generate sustainable revenue, and support its growth and improvement initiatives.

Analyzing Market Dynamics: Effects On Quality Grade Premiums And Discounts For Alfalfa Hay, Colby Wilkins

All Graduate Reports and Creative Projects, Fall 2023 to Present

This paper looks at how market strength affects the price premiums and discounts associated with alfalfa hay quality grades. Previous research has mainly focused on how attributes of alfalfa hay influence the price received. In this study, we use ordinary least squares linear regression and visual data representations to examine the effects of market strength on price received in conjunction with hay quality. The results demonstrate that during periods of relatively high average prices of alfalfa hay there is no significant impact on the average premiums and discounts associated with hay quality. However, during periods of relatively low average prices, …

Building Resilience To Contagious Diseases In High Contact Services: An Investigation Of Customers’ Willingness To Dine-In At Restaurants In The Era Of Covid, Hongli Ye

All Dissertations

High customer contact services play a crucial role in our economy, providing essential interactions and experiences that drive numerous industries. However, the COVID-19 pandemic has posed significant challenges to these sectors due to their inherent characteristics, requiring close and frequent interactions. To rebound from the disruptions caused by such a contagious disease, service providers must adopt innovative strategies. Thus, this dissertation addresses the dynamic nature of building resilience strategies in high-contact services, which are affected by contagious diseases. In doing so, we propose an integrative framework that outlines essential new service resilience components, based on the CDC guidelines, to conventional …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for August of 2024.

Predicting Personality Or Prejudice? Facial Inference In The Age Of Artificial Intelligence, Shilpa Madan, Gayoung Park

Research Collection Lee Kong Chian School Of Business

Facial inference, a cornerstone of person perception, has traditionally been studied through human judgments about personality traits and abilities based on people's faces. Recent advances in artificial intelligence (AI) have introduced new dimensions to this field, employing machine learning algorithms to reveal people's character, capabilities, and social outcomes based just on their faces. This review examines recent research on human and AI-based facial inference across psychology, business, computer science, legal, and policy studies to highlight the need for scientific consensus on whether or not people's faces can reveal their inner traits, and urges researchers to address the critical concerns …

Essays On Empirical Investigation Of Extended Warranties Of Consumer Electronics, Vasavi Rayachoty

Graduate Theses and Dissertations

Extended warranties (EW) have gained significant traction as a powerful revenue stream for retailers, boasting substantial profit margins ranging from 50% to 70% (Bloomberg week). These warranties offer consumers peace of mind by providing additional protection beyond the standard manufacturer warranty and are to be purchased at an additional cost. By offering extended warranties, retailers can differentiate themselves in a competitive market, build stronger customer relationships, and enhance their overall profitability. However, effectively capitalizing on their potential necessitates a strategic approach. The extant literature is focused on studying extended warranties from the perspective of a consumer and lacks a retailer …