Marketing Commons^™

Effectiveness Of Generative Ai In Craft Beer Promotional Campaigns For Small Breweries, Christopher Eastment, Jangwoo Jo

ICHRIE Research Reports

The study explores the effectiveness of Generative AI, specifically Large Language Models (LLMs), in creating promotional campaigns for small breweries, with a focus on Burns Family Artisan Ales' Cold Spell IPA. It assesses the potential of LLMs in crafting narratives and marketing strategies, balancing creativity and relevance to the brand's identity. The research examines the LLM's capabilities in producing both textual and visual content, evaluating their alignment with marketing objectives and brand ethos. The findings reveal strengths in textual content creation but limitations in visual content, emphasizing the need for human oversight. The study contributes insights into integrating AI in …

Unfaithful Brands: How Brand Attachment Can Lead To Negative Responses To Influencer Marketing Campaigns, Kara Bentley, Priyali Rajagopal, Katina Kulow

Business Faculty Articles and Research

The use of influencer marketing campaigns has increased exponentially in recent years as brands have embraced such campaigns in order to capitalize on the relationships that social media influencers (SMIs) have built with their followers as a means of increasing brand awareness and sales. Although influencer marketing is extensively utilized in practice, much is still unknown about the effects of these campaigns, including potential downsides and audience-level variables that could moderate their success. In the current research, we find that partnering with SMIs is perceived as a norm violation for consumers with a high brand attachment, negatively impacting consumption intentions. …

Improving On-Time Delivery Rates In Manufacturing By Manipulation Of Materials Requirements And Planning Dates. Aligning Scheduled Production Finish Date With Customer Request Date., Devin Dereski

Honors Theses

Firm A is a leading manufacturer of their product category. However, even still there is great pressure from customers to take business to their competitors based on the reliability of Firm A’s on-time Delivery. There are large financial consequences for these customers anytime they need a specific product but are not able to get it in time, amounting in hundreds of thousands of dollars per day per part. This has led Firm A to base their primary performance metric to be their on-time delivery rate for their Order Management Department.

For some reason, on-time delivery was a constant struggle for …

Unpacking Influence: Dissecting Engagement Drivers And Dynamics For Effective Influencer Marketing Strategies, Nichole W. Santee

LSU Doctoral Dissertations

Despite influencer marketing's growing significance, brands face challenges in identifying the most effective influencers for their campaigns. This dissertation addresses a gap in influencer marketing engagement literature, focusing on the determinants of consumer engagement in social media interactions.

The impact of specific characteristics found within the proposed influencer marketing sender-receiver communication model on eight behavioral social media engagement metrics is analyzed through a non-traditional content analysis of 218 Instagram influencers utilizing AI analytics platforms. Results reveal several characteristics that significantly affect behavioral engagement, while others have conflicting effects, highlighting the complex nature of the IM industry. Eight hierarchical regressions showed …

Ai And The Future Of Marketing Education Through The Lens Of The Space Merchants, Jasmin Cowin, Cristo Leon, Sabra Brock, Xavier Oviedo Torres

STEM for Success Resources

Artificial Intelligence (AI) is transforming professional marketing practices as well as marketing education. This paper employs the science fiction novel “The Space Merchants” by Pohl and Kornbluth as a metaphorical framework for critically examining AI integration in marketing curricula. The authors review existing literature examining the impacts of AI on marketing practices and education. Furthermore, they establish a qualitative methodology analyzing a real-world case study, current applications of AI in marketing education, and discuss ethical frameworks surrounding the use of AI. Utilizing “The Space Merchants” satirical portrayal of consumerism, they reflect on AI’s potential to commodify marketing education, homogenize student …

Marketing In Higher Education: The Effects On The College Choice Experience Of First-Generation Latinx Students, David Cortez

Dissertations and Theses

The Latinx population in the United States has drastically increased over the last twenty years. During the same period, the number of first-generation Latinx students enrolling in higher education post-recession has also increased by as much as 1.5 million students. The expansion of the Latinx student population in Oregon has mirrored the national trend by exponentially increasing over the last 10 years. As the population of first-generation Latinx students grows, it becomes essential to explore the issues and barriers Latinx students face in making their college choices. Previous researchers have found that selecting the right institution is important to increase …

Interpreting Consumer Attitude Towards Milk Alternatives: A Purchase Intention Model For Marketing Success, Anjolize Wassenaar, Elizabeth Kempen

Journal of Marketing and Consumer Behaviour in Emerging Markets

Within an emerging market context, the purchase of dairy free milk alternatives is not well understood. The purpose of the article is to present a model within which purchase intentions of South African emerging market consumers can be interpreted, providing marketers with information on which product positioning upon market entry and continuous marketing strategies can be developed for the growing niche ultra-heat treated (UHT) milk alternative product category. Using a qualitative, exploratory-descriptive approach, data was gathered in-person and online from 35 participants through mini-focus groups and semi-structured interviews. Through inductive-deductive thematic data analysis, findings describe consumer purchase intention towards UHT …

Contributors

DLSU Business & Economics Review

No abstract provided.

Digital Transformation Perceptions In Tourism Businesses: The Case Of Batman Province, Ferhat Kurt

Journal of Mediterranean Tourism Research

This study explores the perceptions of digital transformation within tourism businesses in Batman Province, with a specific focus on accommodation, food and beverage and tourism agencies. Perceptions of digital transformation are considered to have of growing influence on the tourism business, and the research of these perceptions is a critical study not only for academic research but also for practical applications. Experiences, strategies, and challenges of the businesses in digitalization are studied with qualitative research methods, specifically semi structured interviews with five businesses running in Batman, Turkey. The findings highlight the varying degrees of digital transformation awareness and the different …

The Relationship Between Communication Styles And Nonverbal Communication Level: A Study On Tourist Guides, Melike Sak, Ali Turan Bayram, Gül Erkol Bayram, Anuj Kumar, Shakeel Basheer

Journal of Mediterranean Tourism Research

Communication, a fundamental tool in human interaction, encompasses a variety of methods and techniques. One such method, non-verbal communication, is a form of expression that transcends words or language. Instead, it relies on a spectrum of non-verbal cues, such as body language, eye contact, physical posture, gestures, and facial expressions, to convey meaning. In the context of tourist guiding, non-verbal communication is a key element. The non-verbal communication skills of tourist guides are pivotal in shaping the quality of the tour experience. By employing non-verbal communication techniques, guides can significantly enhance the quality of interaction with tourists, thereby optimizing communication …

The Response Of Mena Country Stock Markets To The Conflict In The Red Sea: Evidence From An Event Study Approach, Necati Altemur, Berna Doğan Başar, Ibrahim Halil Ekşi

The Indonesian Capital Market Review

The impact of Houthi attacks on commercial vessels in the southern Red Sea and the Gulf of Aden on the stock markets of 10 MENA countries is analyzed using an event study. The event day is 10.01.2024, when the Houthis announced targeting the US navy. Significant results are found regarding stock market efficiency and portfolio investors. The t-test shows that CAR (Cumulative Abnormal Return) values are statistically significant for some MENA countries. Positive abnormal returns are found in Morocco, Bahrain, and Egypt, while negative abnormal returns are found in Lebanon and Tunisia within the event window. In other countries analyzed, …

The Effect Of Empathetic Response And Consumers’ Narcissism In Voice-Based Artificial Intelligence, Atieh Poushneh, Arturo Z. Vasquez-Parraga, Richard S. Gearhart

Marketing Faculty Publications

Voice-based artificial intelligence, or voice AI, is becoming more prevalent in consumers' daily transactions. Utilizing the perception-action model of empathy, this study aims to understand the holistic nature of empathetic responses in voice AI and how this technology, when rendered empathetic, can affect consumers' attention to auditory information (perceived attention) and auditory information exploration, by reaching expected outcomes of the interactive process, consumer satisfaction, and consumers' willingness to use voice AI. The results of two pretests and two experiments explain the effect of empathetic response in voice AI on consumers' perceived attention and its subsequent effect on consumers' auditory information …

Entrepreneurial (Re)Vision, Patricia Lui, Jovina Ang, Lipika Bhattacharya

Asian Management Insights

Transforming DMK footwear for the next-gen market.

The Effect Of Advertising On Consumer Self-Improvement Motivation: When And How Advertising Motivates Consumers, Suwakitti Amornpan

Theses and Dissertations

In today's modern world, advertising permeates nearly every facet of consumers’ daily lives, from billboards over city streets to posts seamlessly integrated into social media feeds. The current research identifies a positive unintended consequence of advertising on consumer behavior: increased consumer self-improvement motivation. Across four studies, I find that exposure to mass (vs. luxury) advertising increases consumer motivation to engage in self-improvement. Specifically, I argue that because advertisements for mass (vs. luxury) products prime attainable (vs. unattainable) consumption goals, they increase consumer confidence in their ability to achieve their consumption goals (i.e., they enhance self-efficacy perceptions). This, in turn, puts …

Editor’S Note

DLSU Business & Economics Review

No abstract provided.

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for July of 2024.

Smile Brighter, Michigan: Inside The Mda Public Education Campaign, Rich Evans

The Journal of the Michigan Dental Association

The Michigan Dental Association's (MDA) Public Education Campaign, active for over three decades, aims to improve oral health and encourage visits to MDA-member dentists across Michigan. Funded by member dues, the campaign uses digital advertising and the smilemichigan.com website to educate the public. Key initiatives include the Find-A-Dentist tool, the "Healthy Mouth, Healthy Body" program, and various community outreach efforts. Upcoming features include the "Story Behind Every Smile" campaign, highlighting personal stories about the impact of dental health. By promoting proactive oral care, the MDA supports better overall health for Michigan residents.

Exploring Gen Z’S Identity Formation And Its Influence On Consumption Of Pop Culture And Entertainment Merchandise, Melisa Annette Spilinek

Dissertations and Doctoral Documents, University of Nebraska-Lincoln, 2023–

Fandoms have grown in size and influence, becoming a complex and dynamic cultural phenomenon that richly impacts the consumption of media and consumer behavior. The capitalistic United States with its diverse and media-savvy population, is a prime destination to study fan studies, particularly among young adults who are a crucial component of fandom influence.

The internet has grown to be a major component of the fan experience, an integral part of fandom culture. Online communities provide avenues for Generation Z to connect with others who share similar struggles, challenges, and interests, highlighting the importance of digital platofrms on the evolution …

Optimalisasi Penggunaan Energi Matahari Dalam Produk Photovoltaic Pada Era Ekonomi Sirkular, Amanda Syifa Adistri, Feriska Ajeng Anantri

Jurnal Vokasi Indonesia

Perubahan iklim menjadi salah satu masalah yang menjadi perhatian khusus bagi beberapa negara, termasuk Indonesia. Penggunaan energi secara terus menerus akan berdampak negatif, yaitu krisis energi dan pencemaran lingkungan berupa emisi karbon. Salah satu solusi yang dapat diimplementasikan untuk mengurangi emisi karbon yaitu dengan menggunakan energi alternatif. Salah satu penggunaan energi alternatif yaitu energi matahari. Energi matahari dapat dimanfaatkan sebagai energi listrik ramah lingkungan. Hal ini dikarenakan tidak adanya dampak negatif dalam penggunaannya serta mendukung adanya ketahanan energi baik di masa sekarang maupun di masa mendatang. Artikel ini bertujuan untuk memberikan pemahaman yang lebih mendalam tentang bagaimana cara mengurangi emisi …

The Influence Of Social Media Marketing On Purchase Decision Through Brand Image And Brand Trust On Larutan Penyegar Cap Badak, Radya Ayu Krisnandiva, Popong Nurhayati, Lilik Noor Yuliati

ASEAN Marketing Journal

Manuscript type: Research article

Research Aims: To investigate the influence of social media marketing on purchase decisions through brand image and trust focusing on Larutan Penyegar Cap Badak.

Design/methodology/approach: Data was collected from December 2023 to January 2024 using Google Forms in Indonesia. The respondents of this study are Instagram users aged over 17 years who have purchased Larutan Penyegar Cap Badak. This study used SEM-PLS analysis with a total of 205 respondents.

Research Findings: The result shows that social media marketing has a positive and significant effect on brand image, brand trust, and purchase decisions. Brand image has a …