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2024-February-12-Continuing Jess' Journey, University Advancement, East Tennessee State University, University Marketing And Communication, East Tennessee State University

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Estimating Costs And Markups For Marketing Plans: Three Approaches, Mary Lee Stansifer Phd

AMTP Proceedings 2024

This paper addresses challenges encountered by undergraduate students when tasked with crafting marketing plans, particularly in determining realistic costs and prices. Faculty can proactively estimate the Cost of Goods Sold (COGS), markup percentages, and retail prices for a range of products. Three approaches are presented to guide this process.

The first approach is using real-life products featured on Shark Tank. By extracting accurate cost information, it is possible to detail costs and prices at each stage of the supply chain. The second approach is to start with production costs. This approach allows faculty to work from the retail price and …

Making Customers More Loyal: The Role Of Value Cocreation In Branded Apps, Trang Phuc Tran, Adrienne Muldrow, Charlene Dadzie

AMTP Proceedings 2024

The paper develops a conceptual model that examines how value in use enhances value co-creation and then brand loyalty, and captures how value-in-use could change customer perception of branded app entertainment and perceived usefulness, leading to value co-creation. Data from 463 brand app users show that all hypothesized relationships are supported, except H5 (ENT -> COC). That means value co-creation is driven by value-in-use and perceived usefulness, but not by app entertainment. Moreover, value co-creation, in turn, has an impact on brand loyalty. Additionally, mediation effects exist in two paths: first, branded app entertainment and perceived usefulness mediate the effect …

Navigating The Landscape Of Csr And Inclusive-Exclusive Marketing: Leveraging Authenticity, Kimberly Flanders, Laurie Lawrence, Natalya Vodopyanova, Darlene Natale

AMTP Proceedings 2024

This research investigates the inclusive and exclusive nature of marketing and Corporate Social Responsibility (CSR). The researchers conducted an extensive literature review as a prerequisite to a future quantitative study, investigating research about the key differences between inclusive and exclusive marketing strategies. Further investigation explored the impact of inclusive and exclusive marketing on a company's image and reputation, citing specific examples of marketing efforts from various organizations. This paper offers insights into the challenges organizations face while striving for inclusive marketing practices and explores ways to overcome obstacles and leverage advantages in developing CSR initiatives. Additionally, it discusses the role …

Unveiling The Feeling Effect: How Sentiment Orientation Deceives Traditional Survey Findings In Marketing Research, Junhong Min, Matthew Monte, Ulrich Schmelzle

AMTP Proceedings 2024

This study inspected the influence of sentiment orientation (positive vs negative) on parameter estimation in marketing research models, specifically addressing gaps in previous research focused on online review platforms but not traditional surveys. Examining 627 participants assessing city residents' quality of life, the survey analyzed sentiment using the lexicon-based sentiment analysis. Three contextual factors affecting sentiment orientation—reasoning strength, cognitive strength, and factual information strength—were discovered. The analysis revealed higher adjusted R-squared scores for negative sentiment, suggesting potential errors in survey research when sentiment orientation is ignored. The study advocates combining automatic sentiment analysis with quantitative research findings to enhance survey …

Optimizing Customer Experience In The Luxury Industry Through Ai Technologies. A Firm Perspective, Pradeep Kumar Ponnamma Divakaran, Louise Ivars

AMTP Proceedings 2024

The aim of this study is to examine the possible impact of artificial intelligence (AI) on enhancing customer experience throughout the customer purchasing process, specifically within the luxury sector. To achieve this objective, we carried out a qualitative investigation consisting of semi-structured interviews with experts in artificial intelligence and managers specializing in customer experience. The findings show that customer experience plays a significant role in luxury brands' ability to win customer loyalty. AI has the ability to improve customer experience by offering highly personalized services through the use of purchase forecasting and automatic customization. This allows luxury brands to provide …

Esg To Brand Equity: Stake Holders, Social Media & Signaling., Sowmdeb Sen

AMTP Proceedings 2024

The value of the companies increasingly consists largely of intangible values such as brand equity. Intangible decisions like involvement in ESG present a considerable opportunity for different stakeholders to impact brand equity. Signaling theory suggests that firms use signals to overcome information asymmetry (Karanges et al, 2018; Grinblatt et al,1998) when firms signal achievements and ESG. How do stakeholders share and signal ESG information and achievements in social media to drive brand equity? The author argues that CEO characteristics and investor base shape the firm’s social media ESG-brand management strategy in driving brand equity.

Segmenting The Retired Travelers Market: An Approach Based On Travel Barriers, Corinne Chevalier, Gaelle M. Moal

AMTP Proceedings 2024

In a context of intensive demographic ageing, older travelers make a strategic target for tourism professionals. The latter need to understand their travel behavior well, including what might prevent them from travelling as often as they wish they would. This research identifies travel barriers at old age, presents a travel barrier measurement scale and applies it to the French senior travelers’ market. The resulting segmentation is presented, and recommendations made to help tourism professionals adapt their offers to this specific target.

An Analysis Of Online Perceptions In Response To Microsoft’S And Google’S Scandals., Roxana Maiorescu

Emerson Authors, Researchers, & Creators

This study contributes to the literature on corporate diversity and crisis management by analyzing stakeholder perceptions in the aftermath of Google’s and Microsoft’s sexual harassment scandals. The results reveal that both scandals were construed from the perspective of activism, an inherent feature of social media communication. While users made demands for additional corrective action from both companies, Google’s scandal was predominantly defined from the frames of controllability and perceived injustice, possibly eroding corporate reputation. By contrast, the frame of severity prevailed in the online discourse around Microsoft and showed a delineation between perceptions of senior leadership and HR. The findings …

Bridging Theory And Practice: A Mock Digital Ad Agency Approach To Enhance Student Preparedness For Immersive Digital Marketing Education, Christopher A. Wilkey, Austin Hostetter, Russell Wahlers

AMTP Proceedings 2024

As the business world continues to evolve, the demand for skilled digital marketers is on the rise. In response to this industry need, educational institutions are tasked with developing innovative pedagogical approaches to equip students with the practical skills necessary for success in the digital marketing field. This paper presents a novel educational initiative implemented at a Midwestern university, where a mock digital ad agency class serves as a preparatory course for students entering an immersive digital marketing course as part of a digital marketing minor.

The mock digital ad agency class is designed to bridge the gap between theoretical …

Unraveling The Impact Of Political Identity On Artificial Intelligence Interactions, Michael Thomas, Yuan Li

AMTP Proceedings 2024

Marketing environment becomes more dynamic with technology advancement and the salience of political identity. Yet how political identity influences consumers’ interaction with technology, particularly with AI, remains unknown. This study examines this important question and proposes that political identity can have a subtle influence on consumers’ intention to interact with AI. Specifically, conservatives are more likely to have a favorable intention to interact with chatbots, a better evaluation of customers, and a more positive brand attitude. The findings of our research will contribute to the nuanced understanding about political identity and human technology interaction.

Effectiveness Of The #Eventcanvas Methodology In Online Education, Hilmi A. Atadil, Patti Spaniola, Helena F. Allman, Sebnem Atabas

AMTP Proceedings 2024

#EventCanvas Methodology is an innovative event design process that presents collective online teaching and learning strategies for marketing students and business schools. The COVID-19 pandemic has significantly increased the speed of digitalization in marketing and business education. Now, even more research is needed for studies introducing and examining new online teaching and learning strategies. Based on the principles of the Spreading Activation Theory, the purpose of this study is twofold: (1) to explore students’ online learning experience for the #EventCanvas Methodology, and (2) to examine the instructors’ teaching experience with this methodology by developing meme maps. It is proposed that …

Ai-Assisted Stakeholder Management And Organizational Learning: Evidence From The U.S. Intelligent Service Community, Jiyoon An

AMTP Proceedings 2024

Artificial intelligence (AI) has changed business practices, including stakeholder management and organizational learning. Scant research attention has been dedicated to examining methodology to implement for workflow-aware and skillset-savvy, AI-assisted stakeholder management. This paper has conducted natural language processing (bigram) and network analysis to understand AI-assisted stakeholder management practices in the U.S. intelligent service community. Theoretical and managerial implications are discussed.

Health Disparities: The Influence Of Black Celebrity Endorsers And Social Media Influencers On Consumption Habits Among African American Consumers, Dale A. Cake, Wooyang Kim

AMTP Proceedings 2024

This study examines the impact of celebrity and social media influencer endorsements on the dietary choices of African Americans, a group disproportionately affected by obesity and diabetes. It focuses on the role of limited access to healthy foods in impoverished communities and cultural influences. Using the source credibility model, the research assesses endorsements based on the endorser's attractiveness, expertise, and trustworthiness. The methodology involves a two-step approach: conducting semi-structured interviews with African American students to understand perceptions of food-related celebrity endorsements, followed by an experimental design using eye-tracking and galvanic skin response (GSR) technology. This design will evaluate reactions to …

Like Riding A Bike: Roles Of Wisdom Of A Seasoned Marketing Academic When Developing Scholarly Research, Jack A. Lesser

AMTP Proceedings 2024

The concept of wisdom is concerned with determining what is true, right, and lasting. Individuals learn to make more true, right, and lasting decisions by thinking about wisdom. A seasoned academic in marketing cares about what is true, right, and lasting. This individual generally wishes to develop a legacy around what is true, right, and lasting. Many seasoned academics are resuming their publication careers after having earlier, strong records. Psychologically, how should a seasoned marketing academic manage the later parts of her or his publishing career? What are some general considerations that follow from psychological theories of wisdom about how …

Reshoring From China: It’S The Economy, Stupid, Rex Evans Mcclure, Monisha Gupta, Vanessa Coffman

AMTP Proceedings 2024

This paper offers a market-oriented perspective into reshoring and the drivers of manufacturing sourcing. Starting in the 1980s, businesses sought to capture cost advantages by moving their manufacturing offshore. As those cost advantages dried up, the first notable incident of reshoring occurred in 2012, and the momentum continues to increase. This paper looks at some of the ripple effects of reshoring on supply chains, transportation routes, brand management, and even political rivalries

Consumer Attitude Toward Physician Practice Ownership: Propositions For Future Research, Gary Futrell

AMTP Proceedings 2024

Employed physicians now outnumber self-employed doctors, with approximately one-third of all U.S. physicians working for a hospital-owned or hospital-affiliated practice and many others employed at larger practices with 11 or more physicians. Consequently, the number of physicians working in small independent practices (those with 10 or fewer physicians) has dropped to nearly 15%. Management literature suggests that ownership of a firm can affect consumer attitudes. Specific to health care, significant research attention has been given to the implications of practice ownership from an operational, managerial, outcomes, and human resources perspective. However, little can be found to address the implications of …

Swipe, Shop, Signal: Exploring The Dynamics Of Status-Seeking And Mobile Engagement In The Luxury Market, Aaron C. Lawry, Niland Mortimer

AMTP Proceedings 2024

This paper explores the dynamics of luxury mobile experiences and focuses on status-seeking as a key driver of engagement. By synthesizing the luxury research and mobile commerce literature, the authors argue that fashion opinion leaders and younger consumers shown to exhibit status-seeking propensities and demonstrate high involvement with fashion and smartphones, which likely increases their adoption of luxury mobile apps. Therefore, five hypotheses were drawn from Vigneron and Johnson's (1999) prestige-seeking consumer behavior framework to develop a theoretical model and empirically test these assumptions. This model enabled the researchers to conceptualize and investigate the relationships between fashion opinion leadership, age, …

A Study On The Incentives And Barriers For The Adoption Of Electric Vehicles In South Alabama, Marianne Loes, Daniela Wolter Ferreira Touma, Jennifer C. Zoghby

AMTP Proceedings 2024

ABSTRACT

Through a series of public policy incentives and consumer demand, more electric vehicles are being sold nationwide than ever before. Although electric vehicles (EVs) are being adopted nationwide by many consumers in recent years, car-buyers across South Alabama have not followed the trend. This research considers different stakeholders in the complex consumer buying process of car purchases, and it uses the extant technology adoption models to assess the public policy incentives, as well as statewide roadblocks, to EV adoption.

Consumer-Brand Heuristics In Luxury Hotel Reviews, Maria Petrescu, John Gironda, Kathleen Bay O'Leary

Publications

Purpose

This paper aims to evaluate and structure the basic heuristics consumers use in evaluating word-of-mouth (WOM) about luxury hotel brands while analyzing the impact of deception in online consumer reviews.

Design/methodology/approach

The research used a two-study mixed-methods approach, using interpersonal deception theory and social proof theory as lenses to conduct our analysis. For the first study, a qualitative conceptual mapping analysis was conducted, examining online consumer reviews to identify key concepts and their relationships in the context of luxury hotel brands. In the second study, the themes were further examined using a fuzzy-set qualitative comparative analysis to analyze their …