Marketing Commons^™

Zoomer Generation: Used Car Automobile Purchasing Behaviors, Scott E. Whitaker, Joe Spencer, Giovanni Calise

AMTP Proceedings 2024

There is a growing trend of online automobile purchasing that is altering the relationship between consumers and automobile dealerships. Consumers are more informed and seek a larger variety of inventory and options when shopping for used vehicles. The online marketplace provides a viable alternative to local dealerships who have hereto dominated much of the market. This research shows the current generation of Zoomers is helping to drive this trend which has significant marketing implications toward the industry. There remains a gap in the academic body of knowledge examining this behavior in relation to large online purchases such as automobiles. This …

The Dance Of Longevity: Rhythms Of Maturity In Mnes Subsidiary Management, Mehdi Rasouli Ghahroudi, Sundar Balakrishnan

AMTP Proceedings 2024

We investigate the factors influencing the sustainability of subsidiaries and their effective management in host countries over the long term. We explore the impact of subsidiary mandates on longstanding subsidiaries in comparison to younger counterparts, validating our hypotheses through the analysis of data from 1,463 Japanese subsidiaries operating in 26 developing and developed countries. Our findings reveal that efficiency and strategic asset-seeking subsidiaries are more likely to maintain longer operations in the host market. Additionally, we contribute to the literature by applying the resource-based view and institutional theory to promote the longevity of subsidiaries. Our results underscore the necessity of …

Business School Marketing Strategies For Enrollment Challenges In The Current Environment, Selcuk Ertekin

AMTP Proceedings 2024

This article aims to understand the implications and remedies for the recent turmoil in business school enrollment and retention. By reviewing the academic business literature on enrollment decline and by incorporating a traditional marketing strategy framework, we categorized the existing studies to come up with a list for success. We found that business schools must revise their curriculum with sustainability and technological change in mind. They must invest in hedonic aspects of business education, consider adding creative internship opportunities and incorporate innovative online learning initiatives. They must also identify faculty super influencers and use social media in their promotions. Finally, …

The Interplay Of Organic Label, Natural Imagery, And Domestic Country-Of-Origin Claim In Shaping Consumer Responses: Independent, Interactive, And Conditional Effects, David Bourdin, Phillip Frankhofer

AMTP Proceedings 2024

With sustainable consumption on the rise, firms are increasingly showcasing their environmental efforts. However, it is still unclear how effective different verbal and visual ‘green’ product cues are in influencing consumer preferences. Addressing this gap, this study examines the independent and interactive effects of an organic label, natural imagery, and a local origin claim on consumer responses to packaged milk. Furthermore, the role of three potential moderators (green product skepticism, consumer ethnocentrism, and environmental concern) is considered. A 2x4 experimental study was conducted with 178 consumers. Structural equation modeling results show that an organic label and natural imagery indirectly increase …

Interactions Between Societal, Social, And Social Media Marketing, Jessica Holden, Ismet Anitsal, Melek Meral Anitsal

AMTP Proceedings 2024

This research explores the interactions among societal, social, and social media marketing concepts to provide clarity and distinction. These concepts are often confused, causing misunderstanding and misuse in practice. Societal, social, and social media marketing concepts need to be differentiated from one another and linked to the appropriate marketing tactics for them to be understood and utilized effectively in practice.

Relationship Marketing And Collegiate Affinity Credit Cards: An Analysis Of Eleven Years Of Cfpb Data (2009 – 2020), Neleen S. Leslie-Piper

AMTP Proceedings 2024

Deregulation and increased market information have made competition fierce in today's market. Service marketers have sought to increase their competitive advantage by focusing on branding and social benefits to augment the functional benefits provided by the services they offer (Fock, Woo, and Hui, 2003). Financial services represent one such industry. Banks have, in recent decades, partnered with organizations with strong membership or supporter bases to create specialized products, including credit cards that are offered exclusively to various organizations. The primary goal of affinity marketing is to capitalize on the relationship between the affinity organization and its members for the promotion …

Embracing Digital Marketing Technologies And Increasing Student Engagement Through Marketing Agility And Reactance, Manisha Mathur

AMTP Proceedings 2024

This study aims to explore the role of marketing agility capability in facilitating students' acquisition of essential knowledge, skills, and abilities related to emerging technologies, as well as their active engagement with the course material. Utilizing Partial Least Squares Structural Equation Modeling of the data acquired from marketing students, this comprehensive inquiry yields valuable insights into the intricate dynamics of student responses to marketing technology within educational settings, emphasizing the pivotal role of nurturing digital fluency and marketing agility to enhance engagement and readiness for the professional arena.

How Does Big Data Affect Organizational Financial Performance In Turbulent Markets? The Role Of Customer-Linking And Selling Capabilities, Omar S. Itani, Ashish Kalra, Amin Rostami

Marketing Faculty Publications

The information age provides vast opportunities for organizations to improve their efficiencies by relying on big data-AI empowered analytics (BDA). The purpose of this study is to address the critical question of how BDA-fit affects organizational financial performance, taking into consideration differences between markets and customer change caused by technology turbulence. Using data collected at the firm level and building on Task- Technology Fit Theory and Dynamic Capabilities Theory, empirical results indicate that BDA-fit is important to drive organizational financial performance through the development of customer-linking and selling capabilities. These results vary across markets, with BDA-fit having stronger effects on …

The Development Of A Social Media Strategy For The Wilkes-Barre Scranton Knights, Natalie Ritter

Senior Honors Theses

In this thesis, an examination is conducted on the design, development, process, and execution of a social media strategy for the Wilkes-Barre Scranton Knights, a junior hockey team composed of 16-20 year old players based in Scranton, Pennsylvania. The strategy takes into consideration not only the extraordinary role that social media can play in the success of a team’s overall development and marketing plan, but also the team’s specific mission and objectives as well as the intricacies that come with media within the sports industry. An in-depth literature review discusses the importance of a social media strategy and how an …

Picture Perfect Or Symbolic Backfire? Assessing The Detrimental Effects Of Brand Emoji Use On Consumers’ Brand Attitudes, Michael Sciandra, Nazuk Sharma

AMTP Proceedings 2024

As consumers spend more time within digital environments, social media continues to be a critical tool for marketers. One of the most unique forms of communication specific to digital environments is the emoji. The marketing literature has identified numerous positive outcomes associated with marketers’ use of emojis, including strengthening persuasive appeals for social media influencers, increasing consumers’ feelings of positive affect, and bolstering engagement with branded communications. While brands use of emojis can offer benefits, it is critical to question if emoji usage always leads to favorable outcomes for marketers. Therefore, the goal of this research is to investigate when …

Examining Corporate Social Responsibility (Csr) And Employees In Convenience Store Business And Their Impact On Net Promoter Score (Nps), Musa Pinar, Faruk Guder, Tulay Girard

AMTP Proceedings 2024

In the realm of a convenience store business, this study aims to examine: 1) the customer perceptions of CSR activities, employee behavior, and value congruity; 2) the potential impact of respondent demographics on CSR activities, employee behavior, value congruity, and the likelihood of recommending convenience stores and fuel businesses; 3) the relationships between the CSR activities, employee behavior, and value congruity, and 4) the impact of CSR activities and gender on the likelihood of customer recommendation of the brand. Based on 2000 surveys from the loyalty members, the study found that CSR activities, employee behaviors, and value congruity are important …

Exploring The Effect Of Logos With Animals, Can Trinh

AMTP Proceedings 2024

Even though the use of logos that feature animals is prevalent (e.g., Porsche, Lamborghini, Hollister), there is a scant number of empirical works that examine the effect of such logos on marketing outcomes. This research represents a pioneering attempt to address this critical theoretical gap. We propose that logos that feature animals (i.e., animal logos) can influence product perceptions. Empirical evidence from two studies supports our propositions. The findings provide meaningful implications for both theory and practice.

Blockchain-Enabled Participatory Design In Marketing: A Collaborative Approach For Enhanced Customer Engagement, Brian Whelan Dr.

AMTP Proceedings 2024

Participatory Design (PD) is an inclusive approach to designing products, services or systems that actively involve the people who use, will use, or be impacted by the design process (Robertson and Simonsen, 2012). PD has been applied in many domains, including architecture, urban planning, product design, healthcare administration, software development, and community engagement, but its application in marketing has been limited. The goal of this paper is to illuminate potential applications for blockchain-enabled PD initiatives in marketing, and to stimulate further thinking about how its use can lead to deeper customer engagement.

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for April of 2024.

Zeitgeist Of The 2010s And Impact On Fashion Trends, Sophie Scott Anderson

Senior Theses

The zeitgeist of the 2010s can be examined through shifts in technology, politics, economy, environment, religion, and entertainment. This research explores how fashion serves as both a mirror and a driver of societal change during this transformative decade. Trend diffusion itself evolved from the traditional theories of trickle-up and trickle-down because of the prominence of influencer culture, giving average consumers the platform to influence numerous like-minded consumers. Defining the 2010s zeitgeist requires an analysis of the significant patterns in the technological and sociocultural environment through as many sources as possible for a holistic approach. Sociologically, fashion has been accepted as …

The Impact Of Individual Culture On Purchase Decisions Of Fast Fashion In Brazil, Lucie S. Speck

Senior Theses

Fast fashion is an emerging method of production in the apparel industry that is characterized by lower-quality materials and faster production timelines than the traditional methods of producing clothing. It is becoming a trending topic in modern business due to its negative social and environmental impact, as brands that use fast fashion production processes are constantly being criticized for inhumane labor practices and large amounts of textile waste.

This research proposes two models using a survey as its main research method. The first model determines how financial situation, collectivism as a cultural value, and education level impact whether social media …

The Impact Of Minimalist Design On Consumer’S Brand Expectations, Carolina L. Guerrero

Honors College Theses

In order for companies to be more effective in reaching their target market amongst growing competition, they must successfully construct their product’s packaging to appeal to the consumer’s eye and demonstrate their desired qualities. With packaging design aesthetics falling into the two categories of minimalism or maximalism, a relationship may be established between the design aesthetic and the perceptions a certain design imposes. This thesis will conduct an experimental design with fabricated product mockups exemplifying minimalism and maximalism designs in personal care and prepackaged food products. These designs will be evaluated by respondents for different perceptions based on the first …

Stereotyped Non-Stereotypicality: Exploring Positive Effects Of Non-Stereotypical Gender Portrayals On Consumer Perceptions, Veronika Ponomarenko

USF Tampa Graduate Theses and Dissertations

This research attempts to identify contexts where non-stereotypical gender portrayals may have positive effects on consumer perceptions. It tests the perceived self-expressiveness of non-stereotypical gender portrayals as the mediating mechanism behind these effects as well as other alternative mechanisms in a comprehensive experiment. The analysis results show that an interpretation of gender through the theoretical lens of extravagance rather than self-expressiveness seems to be more appropriate. This study also introduces an overarching theoretical framework of metacognitive experiences that may explain the processes driving the effects of non-stereotypical gender portrayals on consumer perceptions. Finally, this research explores different types of gender …

Understanding Donor Preferences And Intentions: A Theory Of Planned Behavior Approach, Kimberly Cubre

USF Tampa Graduate Theses and Dissertations

Advancement teams have a pivotal role in bridging the ever-widening gap in funding for higher education institutions. As this gap continues to expand, these teams have emerged as increasingly prominent players to raise philanthropic support. This research study is aimed at enhancing the effectiveness of their engagement strategies and gaining a deeper understanding of donor motivations and intentions. Employing the Theory of Planned Behavior in conjunction with a revised and tested survey instrument (as validated by Smith & McSweeney in 2007), this study sheds light on donor behavior. It probes into donors' sentiments regarding the philanthropic tactics and communications they …

Leading Horses To Water During A Pandemic: Assuring Communication Learning For "Quants", Thomas Hall

International Journal for Business Education

Students who are attracted to quantitative disciplines of study can be reluctant to devote much attention to the important task of communicating, and previous research (Hostager, 2018) has identified statistically significant differences in learning approaches by major among undergraduate business students. This paper presents results of learning assurance for writing skills (direct measures) even when the content of the course relates to the highly quantitative topics of data analytics and finance. The approach combines various pedagogical methods in an undergraduate, writing-intensive setting: traditional testing but in an iterative framework, “flipped classroom” intensive work using spreadsheet software, repeated submission of brief …