Marketing Commons^™

‘Within The Reach Of Everyone’: Tracing The Global Strands Of Herrman, Sternbach & Co.’S 1880s Imitation Furs, Laura Johnson

Textile Society of America: Symposium Proceedings

Long before faux furs became trendy, vegan-friendly materials, weavers and textile designers in eighteenth and nineteenth century Europe developed a range of woven goods that offered the haptic qualities of animal pelts. Surprisingly, given their popularity, little research has focused on imitation fur production and consumption at the turn of the twentieth century and its earlier roots. This paper traces the strands linking a group of textile samples donated by New York merchant H. Herrman, Sternbach & Co. in 1884 to (what is today) the Smithsonian National Museum of American History through connecting threads of global production, innovation, and consumption. …

Method Of Product Placement In Computer Games. Qualitative Research Amongst Polish Players, Magdalena Hofman-Kohlmeyer

Journal of Marketing and Consumer Behaviour in Emerging Markets

Nowadays, new technologies enable practitioners to create brand experience in the virtual world of computer games. Marketers use product placement to reach potential and current customers. In the meantime, computer games have become an attractive medium because they attract an increasingly wider audience of different genders and various age groups. Therefore, an important issue is to know and systematize current methods of brand placement in computer games. For the purpose, the author carried out 20 in-depth interviews with players of chosen computer games, Second Life, Euro Truck Simulator 2 and The Sims. According to the analysis, it can be distinguished …

The Role Of Augmented Reality In Improving Brand Attitude Through Perceived Enjoyment, Widyastuti Widyastuti

Journal of Marketing and Consumer Behaviour in Emerging Markets

Augmented Reality is a technology that is commonly used by businesses to market their products. The technology allows customers to test products online in order to deliver a more enjoyable purchasing experience. The study is aimed at investigating the impact of vividness and perceived informativeness, as a characteristic of AR, on brand attitude through perceived enjoyment. There are 204 respondents chosen using purposive sampling technique. They are women who used Augmented Reality when purchasing cosmetics online. The study used a path analysis with the assistance of Amos software. According to the findings, perceived enjoyment can strengthen the influence of vividness …

2024, 2(19)

Journal of Marketing and Consumer Behaviour in Emerging Markets

Full Issue 2024, 2(19)

Future Potential Of Immigrant Entrepreneurship In Ireland, Thomas M. Cooney, Martina Brophy

Books/Book Chapters

International data shows that immigrant owned enterprises are an important feature of developed economies. Immigrant entrepreneurs generally report a higher rate of entrepreneurial activity than the incumbent population, and their businesses, though traditionally concentrated in low skilled industries, can and are increasingly featuring in high value sectors of the economy. The motivation of immigrants to engage in entrepreneurship is informed by a myriad of reasons, but is traditionally associated with “push” factors or necessity. This diverse population of entrepreneurs can encounter various obstacles to entrepreneurship, some of which pertain to their immigrant status, in addition to the mainstream challenges of …

Unpacking The Influencing Factors Of Telehealth Usage Among Older Consumers, Xiaojing Sheng, Yuri Martirosyan, Khondoker Sayeed Hossain, Reto Felix, Arjun Singh

Marketing Faculty Publications

This research unpacks the challenges and motivations of telehealth usage among older consumers—an understudied population in the extant telehealth literature. Through surveying a sample of older consumers who regularly migrate to winter in the southern areas of the United States, our qualitative analysis uncovers motivations (i.e., convenience, ease of use, efficiency, and a forced option) and challenges (i.e., telehealth limitations, privacy concerns, and lack of trust, access, and skills) of older consumers’ telehealth usage. Further, logistic regression identifies attitude toward telehealth, gender, and health status as significant predictors of telehealth usage behavior. Contributions to theory and practice are also discussed.

Necessity Entrepreneurship: An Examination Of Control Beliefs, Suwakitti Amornpan, Leon Schjoedt, Krittaya Sangboon

Marketing Faculty Publications

In the context of necessity entrepreneurship, control beliefs (that is, entrepreneurial locus of control and entrepreneurial self-efficacy) are examined as individual moderators and as simultaneous moderators of the effect perceived economic uncertainty has on entrepreneurial intention. Using recognized measures and an online questionnaire, data from a sample of 285 undergraduate business students are used to test a series of hypotheses. While confirming past findings, the results also provide surprising findings. The findings provide potential explanations for why previous research varies regarding locus of control, while the results are consistent with past entrepreneurship research on self-efficacy. Importantly, the results show that …

The Role Of Emotional Marketing In Brand Engagement, Mandria Chenjeri

Senior Honors Theses and Projects

The purpose of this paper is to examine the role of emotional marketing in enhancing brand engagement, particularly how emotionally resonant campaigns can strengthen loyalty and foster connections. Through the analysis of specific examples, including Extra Gum’s "Can't Help Falling in Love," Coca-Cola’s “The Great Meal” campaign, Spotify Wrapped, and Google Year in Search, this research will delve deeper into the way brands really connect with their target markets. These experiences directly tap into human emotions, which helps create a sense of belonging. Each campaign uses different emotions to resonate with their key audiences. The brands used in this paper, …

Taking Flight Or Taking A Pass? Exploring Factors Influencing Consumer Willingness To Pay For Evtol Travel, David C. Ison

International Journal of Aviation, Aeronautics, and Aerospace

The Advanced Air Mobility (AAM) industry is experiencing significant growth due to technological advancements and increasing demand for efficient travel experiences. The market is expected to reach $45 billion by 2030, with major players like Joby, Archer, Beta, and Wisk dominating. This study aimed to assess public willingness to pay for AAM services using eVTOLs, using Amazon's Mechanical Turk platform. The survey yielded a response rate of 85.8%, with 1,622 completed surveys. The study found that younger urban consumers were more willing to pay higher prices for AAM electric vertical takeoff and landing (eVTOL) aircraft trips than older participants, possibly …

Marketing Synergy: Digital Product Development & Marketing Strategy, Laura M. Clague

Undergraduate Theses, Professional Papers, and Capstone Artifacts

An extension of Marketing Analytics class BMKT: 440, this research delves into marketing efforts employed to promote "Chubby’s Swatch Book," a plus-size fashion guide tailored for college girls and a college lifestyle. The guide was created by a college student to address the challenges faced by plus-size individuals in finding fashionable and fitting clothing. The study spans a four-week marketing campaign, focusing on branding, social media marketing, and content creation. This paper outlines the development of the "Chubby’s Swatch Book," it’s marketing strategies, and the effectiveness of said strategies through various metrics such as engagement rates, sales conversions, and follower …

2024, 1(18)

Journal of Marketing and Consumer Behaviour in Emerging Markets

Full Issue 2024, 1(18)

A Way To Go: Diversity, Equity And Inclusion In Wa's Marketing Industry, Tess Palmyre, Rene Lemerle, Ashlee Morgan, Marie Ryan, Melissa Fong-Emmerson, Steven D'Alessandro

Research outputs 2022 to 2026

This report provides rich insight into the state of diversity and inclusion in the West Australian marketing and commercially creative industries. While most respondents say that diversity and inclusion is important and should be a business priority, the discrimination and exclusion experienced is still substantial.

There is a significant difference in views between people working in agencies compared to in-house marketing roles. More in-house marketers see their workplaces as diverse and inclusive and say team members and senior leadership value DEI, compared to those in agencies. While 82% of in-house marketers say people can succeed at their workplace irrespective of …

Multiple Mediating Effects In The Association Between Hotels’ Eco-Label Credibility And Green Wom Behavior, Saeid Nosrati, Levent Altinay, Mahlagha Darvishmotevali

Research outputs 2022 to 2026

This study investigated the effect of hotels’ eco-label credibility (HELC) on customers’ green word-of-mouth behavior through triple mediating effects of biospheric and egoistic values, pro-environmental attitude, and green patronage intention. Data were collected from 304 customers of eco-label hotels in Hong Kong. The PROCESS Macro plug-in software model (6) was employed to assess the hypotheses’ direct, indirect, and triple mediating effects. The results showed that HELC did not have a significant link to green word-of-mouth behavior. However, the triple mediation effects of biospheric and egoistic values, pro-environmental attitude, and green patronage intention between the impact of HELC and green word-of-mouth …

Impact Of Social Media Influencers On Consumer Choice: A Case Study Of Reviews By Youtubers, Faisal Fasih

International Journal on Consumer Law and Practice

Consumer participation is vital for businesses, especially in online markets, because potential customers cannot physically check the product. One of the standard options is to watch the review on YouTube, a source of a host of information, including consumer-related products. However, it also provides a fertile ground for disseminating misinformation, including fake reviews of consumer goods, because the contents of the information are unverified. Fake reviews can create information asymmetry, lead to the dismissal of genuine reviews, and ultimately reduce market competition. Therefore, one would have expected that the popularity of YouTube would decrease as a source of information access. …

Social Media Comments Of Top Athletes: A Gender Analysis, Madigan Mcgrath

West Chester University Master’s Theses

Sports are fraught with gender inequality and sexism. This research focuses on differences in public opinion regarding top athletes' personal social media. The study investigates gender differences in topic, gender differences in tone, gender differences in platform, and differences in sports. Additionally, it aims to explore the tone and topics of comments on Instagram and X. Using the methodology of content analysis, this study will examine comment tone (e.g. negative, positive, or neutral), as well as whether the topic of comments is sports-related or gender-related. Findings provide insight into gender differences in the treatment of athletes in the digital sphere.

Identifying Youth Appeals In Alcohol Alternative Social Media Content Through Framing, Melina Oneal

West Chester University Master’s Theses

Proposed regulations for alcohol advertising prevent beverage companies from targeting people under the legal drinking age. However, similar regulations for alcohol alternative beverages are less explored, which could allow alcohol alternative products to create awareness for alcoholic beverages among youth. Alcohol alternatives beverages, including no-alcohol and low-alcohol products, are increasing in popularity and can function as compliments to alcoholic products to decrease the total alcohol volume consumed or as substitutes for alcoholic products. Framing theory can be operationalized through the Content Appealing to Youth Index, an index of content elements found in research literature to be appealing to youth, to …

Awakening To The Politics Of Consumption: A Qualitative Study Of Politicized Consumerism As Social Identity, Julia Belmiro

West Chester University Master’s Theses

This qualitative study examines the influence of politicized consumerism on individual social identity through a social psychological perspective. Drawing from Tajfel and Turner’s Social Identity Model (1979) and Cross’s model of Black Identity (1991), we explored politicized consumption as a form of identity through the voices of consumers. Using thematic analysis (Braun & Clarke, 2006), we analyzed thirty-seven survey respondents’ descriptions of their types of politicized consumption choices, factors contributing to their “awakening” to consumer politicization, the integration of these choices into their identity, and whether they viewed politicized consumption as a mechanism for social change. Participants in our sample …

The Effect Of Greenwashing On Consumers’ Green Purchase Intentions, Doaa Ayoub, Renad Awad

Business Administration

Green marketing is widely used by brands all over the world using misleading ways to give brands an advantage to achieve their goals and sales. This is called greenwashing. The aim of the study is to examine the influence of greenwash on the purchase intentions among Egyptian consumers. It tested the mediation effect of brand love, brand loyalty, brand image, and green consumer confusion in the relationship between greenwash and purchase intentions and it also tested the mediation effect of green trust in the relationship between green brand image and purchase intention. The data were collected electronically from 386 participants …

Investing In Love: The Finances Of Getting Married, Allison Frances Ivers

Honors Theses and Capstones

In attempts to examine the influence vendors have on consumers within the wedding industry, this study investigates the emotional and financial extremes brides will achieve to attain their definition of a “perfect” day. Additionally, the research shows the relationship between consumer behaviors related to wedding spending. The findings highlight the economic impacts associated with the bridal industry and the trends that define it. Couples value their wants and needs with their desire to be married. Although vendors can dictate their margin of the market, the couples getting married hold the purchasing power. During the search for secondary research, there was …

Consumer Preference In Politics: Polarization In The Us Two-Party System, Jocelyne Y. Bisson

Honors Theses and Capstones

This paper uses marketing analytics to analyze the current segmentation and positioning of the US two-party political system. In the literature review, the political parties will be illustrated as they exist in 2024 after a brief historical outline beginning with party politics post WWII. The current 2024 platforms and most polarizing issues will also be outlined in this section. This research aims to answer the following questions. Can marketing segmentation and positioning reveal the most and least polarizing party issues in the United States today? How do current presidential front runners fit into the larger US two-party system? Do their …