Marketing Commons^™

Through The Filter Lens: The Negative Impact Of Beauty Filters In Influencer Marketing, Faegheh Taheran, Veronica Thomas, Abdolali Mortazavi, Dana Amiri

Marketing Faculty Publications

The article focuses on the negative impact of beauty filters on followers' perceptions of social media influencers, examining how these filters affect attitudes through perceived authenticity and deception. Topics include the relationship between filter usage and follower attitudes; the mediating roles of authenticity and deception; the effects of different types of filters on influencer credibility; and highlight the importance of genuine presentation in influencer marketing.

(In)Attention To Attractive Brand Alternatives, Danielle J. Brick, Veronica L. Thomas

Marketing Faculty Publications

Understanding how consumers maintain their brand relationships has important implications for marketers as committed consumers contribute significant value to firms. In the present research, we propose and test one such way consumers protect their brand relationships, namely through attentional avoidance of attractive alternative partners. Across multiple studies, we find support for our theory that committed consumers avoid attending to alternative brand partners by recalling less about and spending less time focused on attractive alternatives. We further find that this inattention occurs because consumers view the competing brand as a threat to the consumer’s current relationship. In addition, we investigate a …

Sugardale Marketing Research - Group 5, Alex Gee, Greg Lewis, Carley Nastasi, Anna Nosek, Anna Pond

Williams Honors College, Honors Research Projects

Sugardale research findings for group 5

Sugardale Marketing Research Project, Brandon Gray, Xavier Zup, Alexis Rossilli, Robert Britton

Williams Honors College, Honors Research Projects

This is a marketing research project for Sugardale meat company. Our group will be conducting primary and secondary research in order to answer questions and achieve goals that will help the Sugardale meat company market to millennials.

Honors Project Hartville Potato Chips (Final) - College Of Business - Team 5 (Marketing Partnerchip), Isabela Schroeter, Justin Kriess, Trent Thomas, Devin Maddox, Irina Hacck, Jake Lubic

Williams Honors College, Honors Research Projects

TO EXPAND THE HARTVILLE POTATO CHIP COMPANY BRAND IN A WAY THAT WILL CREATE A UNIQUE POSITION IN THE MIND OF THE CONSUMER.

Exploring The Role Of The Theory Of Planned Behavior And The Intention-Behavior Gap In The Adoption Of Products And Solutions By B2b Organizations: An Analysis Of Organizational Culture As Moderators Or Mediators, Ronil Prasad

Theses and Dissertations

New product adoption by business-to-business (B2B) organizations is explored through an examination of the influence of the theory of planned behavior (TPB), organizational culture, and the presence of the intention-behavior gap. A phenomenographic design, utilizing qualitative surveys, enabled a detailed analysis of attitudes, subjective norms, and perceived behavioral control as key factors influencing adoption intentions and actions within US-based organizations. The study collected responses from a purposively sampled group of experienced decision-makers with authority over new product selection. A total of 86 B2B decision-makers responded to the invitation to participate

Thematic analysis revealed perceived behavioral control as the most influential …

The Body Positivity Movement: Improving Female College Students Mental Health And Body Appreciation, Emilie Conners, Lucy Matthews, Diane R. Edmondson

Atlantic Marketing Journal

Body image concerns among college-aged women continue to be an immense issue across many college campuses. As technology advances, it has become more common for young girls and women to edit their social media photos and focus more on their flaws. Body image has a significant impact on mental and physical health; therefore, it is vital that these concerns are addressed and fought. One movement recently used as a possible way to combat this concern is the body positivity movement. However, more research is needed to understand the impact of this movement on young women. Survey data was collected via …

Trust Relationships: Tales From The Web, Magdoleen Ierlan

Atlantic Marketing Journal

Trust is an important component of any purchasing situation. In an online setting, trust becomes even more important as buyer and seller are not able to directly interact with one another. Compounding the situation is the fact that the consumer cannot directly experience the product under consideration. Organizations have attempted to address this shortcoming by allowing third parties to offer reviews of the product in question. This paper addresses how consumers process these product reviews.

By rooting this paper in trust and uncertainty reduction theory, a testable model was developed. The model was tested, and in general, more helpful reviews, …

Digital Shopper Insights: Understanding Generational Perspectives On Mobile Commerce, Ronda G. Henderson, Kimberly Mcneil, Roland Leak Dr.

Atlantic Marketing Journal

The purpose of this study was to identify the perceptions of consumers regarding the use of smartphones to shop and to determine the extent of influence age has on their intentions to use their smartphones to shop. A quantitative, descriptive research design was conducted to examine the perceptions of consumers regarding the use of smartphone-based shopping. The findings revealed that Gen Zers, Millennials, and Gen Xers reported positive perceptions about using their smartphones to shop online. Boomers were consistently more unsure in their responses. The three generation groups (Gen Zers, Millennials, Gen Xers) agreed that using their smartphones to shop …

The Impact Of Demographics And Cause Related Marketing Participation In The Black Lives Matter Movement On Company Image, Jerome Christia, Joseph Njuki

Atlantic Marketing Journal

Cause Related Marketing is an impactful marketing strategy for companies concerned about improving or maintaining their company image. This study examines the effect of cause related marketing participation Black Lives Matter movement and demographics of supporters on company image. Questionnaires from 106 respondents were collected, analyzed, and results presented. The paper reviews cause related marketing, the Black Lives Matter movement, and company image. In addition, demographic characteristics are investigated for respondent perspectives on company image. Our research indicates that there is a positive and significant relationship between cause related marketing participation in the Black Lives Matter movement on company image. …

The Black Lives Matter Movement: A Systemic Crisis That Expands Crisis Response Theory, Pam Richardson-Greenfield, Alyssa Reynolds, Ryan Cruz, Monique Bell

Atlantic Marketing Journal

Relevance to Marketing Educators, Researchers, and/or Practitioners – In response to George Floyd’s death, a variety of organizations posted messages against racism and some began to openly support Black Lives Matter, often by name, in their corporate communication initiatives. With promises of financial commitments to uplift Black communities, calls for action, and initiatives to support internal change—large and small companies, non-profits and universities—could be perceived as courageous for establishing new protocols to support such a warranted change. However, in the era of “woke washing,” or inauthentic social justice messaging, the need to assess the authenticity of corporate statements of support …

Healthcare Marketing Communication: Media Usage And Psychographic Profiles For Baby Boomer, Gen X, And Millennial Consumers, Terry Damron, Joe Cangelosi, David Kim, Ed Ranelli

Atlantic Marketing Journal

Abstract

Purpose Preventive health care information (PHCI), which functions as a cost-effective or cost-saving means of reducing mortality and improving life quality, also fuels consumer demand for otherwise underutilized preventive medical services, thereby improving profitability for service providers. This study provides healthcare marketing professionals with media usage insights and psychographic profiles useful for developing effective PHCI communication strategies.

Design This research is based on questionnaire responses (n = 813). Analysis of the variance (ANOVA) was used to assess and compare the importance consumers assigned to online PHCI sources. Factor analysis was used to determine whether attitude patterns tended to …

Product Elimination Decision And Its Impact On Consumers: The Special Case Of A Local Speedway, Mark Mitchell, Jacob Voegel, Michael Smith

Atlantic Marketing Journal

After 60+ years of operation, Myrtle Beach Speedway was closed and the property sold. The new owners will redevelop the property for commercial and residential purposes. Businesses routinely eliminate products for a variety of reasons, including under-performance and/or a desire to redeploy those resources elsewhere. What is often overlooked is the impact on consumers. In addition to reducing fan access to racing, a closed race track removes a racing opportunity for aspiring race car drivers and crew members. It can also mean shuttering tracks that once had historical significance. The history of raceway closures in the Myrtle Beach, SC area …

Making A Case For A Digital Marketing Concentration: An Analysis Of Traditionally Generalized Online Mba Programs, Paige Gardiner, Maureen Andrade

Atlantic Marketing Journal

Over the last decade, business schools have added online MBA programs to meet student demand for access, price, and geographic convenience while trying to ensure a solid tuition revenue base. Online MBA programs have been forced to waive the GMAT and reduce the number of credits required for graduation while seeking ways to bring additional value to their online programs. This research examines whether offering online MBA students a specialized marketing concentration in digital marketing will make students marketable to businesses. The research examines this conjecture and provides a recommendation for MBA stakeholders. Study 1 shows the industry demand for …

Influencers Endorsement Advertising Methods On Different Social Media Platforms, Sophia R. Annaloro

Honors Undergraduate Theses

Social media marketing has opened a unique spot for Social Media Influencers. With their fame comes a lot of power over their follower's actions. Many things are at play when an influencer works with a brand to create promotional content for a product. Flow theory suggests that an abrupt advertisement does not match the pace or aesthetic of the content they are currently consuming. When one's viewing is abruptly interrupted by an advertisement, the consumers are now aggravated by the product. Distinctive characteristics of different platforms are likely to develop flow differently. This study analyzed how passive versus active product …

Keep It Simple? Effects Of Color And Age On Product Packaging, Saamiya R. Mohammed, Alex Robinson

Undergraduate Research Posters

Packaging has always played a pivotal role in consumer decision-making. Specifically, the color of the visual elements placed on product packaging have garnered significant attention for their potential to influence consumer perceptions and behaviors. Color is believed to have emotional/psychological associations across cultural and societal contexts.

On the one hand, research has noted that the use of grayscale does not elicit an emotional response (Clarke and Costall, 2008) and this may be because they’re considered passive colors (Bottomley and Doyle, 2006). Conversely, Jacobs et. al (1991), found that black is associated with being expensive and powerful. Based on the conflicting …

Parasocial Relationships In Variety Live Streaming: How It Can Affect Attitudes And Buying Intention Toward Sponsors, Megan Burroughs, Deborah Diazgranados

Undergraduate Research Posters

Online streaming and video platforms have become a popular form of entertainment as opposed to traditional media like movies and TV shows. Similar to traditional media, viewers often relate to and form one-sided relationships with actors/creators, known as parasocial relationships. Actors and creators can then leverage that relationship to advertise and market products to their audience. The primary objective of this study was to understand if perceived credibility and loyalty towards a streamer fuel parasocial relationships and how perceived credibility and parasocial relationships with an online live streamer influence attitude towards a sponsored brand and purchasing intention. It was predicted …

A Marketing Analysis Of Mid-American Conference Universities, Charles Donald Borus

Senior Honors Theses and Projects

Across the country, millions of high school seniors make the decision on where to attend college, basing these decisions on a variety of factors. For a high school student living in the Midwestern United States, they are starved for choice. Larger universities in this region come with an established reputation of academic prowess. Smaller institutions such as those that are a part of the Mid-American Conference (MAC) offer all the same experiences-just with a smaller student population. With competition from larger universities in the area, how can universities in the MAC attract and retain students? How can this information be …

Objectification And Meaning Transference: Does Showing More Skin Mean Less Perceived Agency For Brands?, Zachariah Schlichting

CMC Senior Theses

The purpose of this study is to explore the effects of sexual imagery in advertisements on consumers’ perceptions of brand competence and agency. The effect of a brand’s expected agency was also manipulated between two groups, high expected agency (e.g., tech companies) vs low expected agency (e.g., alcohol companies). 167 participants (M=22.48, 54% women) were recruited through Sona Systems and social media to partake in an online survey conducted through Qualtrics. Participants were randomly assigned to one of four experimental groups and shown seven fictional advertisements; four target advertisements and three deception advertisements. They were then asked to rate their …

The Narratives Of Successful Conflict Resolution Entrepreneurs: Evolving Career Pathways And Determinants Of Business Success, Eileen Paige Petzold-Bradley

Department of Conflict Resolution Studies Theses and Dissertations

The study explores the narratives and best practices of 33 Successful Conflict Resolution Entrepreneurs (SCREs) in the United States. In doing so, the study helps to fill an essential gap in the literature, where research on conflict resolution entrepreneurship with experienced practitioners is rare. Given the focus of the study on narrative inquiry and thematic analysis, this methodological approach achieved an in-depth qualitative analysis of conflict resolution entrepreneurial experiences. The narrative insights gathered from the 33 SCREs provided detailed descriptions of the career pathways, personal motivations, business challenges, and successes of running a conflict resolution business. The research illuminates the …