Marketing Commons^™

“Together We Go Far”: Exploring The Motivational Dispositions Within Connected Fitness, Melissa Davies, Thomas Aicher, Brianna Newland, Eric Hungenberg

Journal of Applied Sport Management

This study examined the motivational profiles of connected fitness users to better position brands as they compete with the reopening of physical gyms and in-person classes. Using survey responses from 663 Peloton users, a K-cluster analysis was performed to identify three clusters of Peloton users (Wellness, Physique, and Social Performance), based on their motives for using the brand’s app. Findings suggest that connected fitness brands should leverage their ability to create social engagement and challenging opportunities to better their own past performance to differentiate themselves and retain users in a very cluttered and competitive marketplace.

Jetty, Gabriella Plue

Graphic Communication

In recent years, the intersection of environmental consciousness and consumer behavior has catalyzed the emergence of innovative brands committed to sustainability. Among these is Jetty, a sun care brand that epitomizes the ethos of environmental stewardship while meeting the needs of outdoor enthusiasts, particularly surfers. By blending the principles of eco-friendliness with high-performance sun protection, Jetty not only addresses the immediate concerns of sun exposure but also aligns with broader initiatives aimed at coral reef conservation. This paper delves into the inception, development process, marketing strategies, and theoretical underpinnings of the Jetty project, while also reflecting on potential avenues for …

10 The Illusion Of Democracy In Fashion Industry, Deniz Atik, Zeynep Ozdamar Ertekin

Marketing Faculty Publications

No abstract provided.

A Review Of The Business Capstone: Working With An Education Program, Hanna Tran

University Honors Theses

This review thesis walks through the business capstone process which is a hands-on experience with a local business client. The business client, Company A, is an arts and education program that has reached out to the School of Business's capstone class to help them improve their reach to potential customers and find alternative funding other than student tuition and donations. To achieve these goals, our group conducted several analyses and thorough research combined with our existing business education. Our findings and final recommendations are shown in presentations and a final report that the business client can utilize for their future …

Taking Pleasure In Distinction: Unlocking Specialty Coffee Preference, Ondrej Mitas, Danny D. Han, Belle Struijer, Lotte Willems, Thomas H. Chatwick

Journal of Global Business Insights

Specialty coffee, comprising a tenth of the global coffee trade, is distinguished by its strict quality requirements and traceable origins. The diverse flavor profiles of specialty coffee raise demands on providers to serve individual taste preferences. Prior research has not sufficiently explored how to predict customer preferences for specific flavor profiles or how these preferences influence behavioral intentions such as revisiting or recommending a café. This study hypothesized that customer involvement, the extrinsic factors of coffee experience, and culinary risk-taking would predict flavor preference, which would in turn affect behavioral intentions. In an experiment involving 47 participants, individuals tasted and …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for March of 2024.

Can Recyclable Packaging Enhance Consumers’ Willingness To Buy? The Mediating Role Of Corporate Social Responsibility Perception, Haifeng Shi

Dissertations and Theses Collection (Open Access)

The usage of recyclable packaging is a manifestation of corporate social responsibility and conforms to the trend of green and sustainable development. In recent years, with the rapid growth of the environmental awareness, consumers tend to choose more environmentally friendly and recyclable packaged products. Therefore, in order to better promote the usage of recyclable packaging, it is necessary to conduct in-depth research on why consumers choose recyclable packaging. Aiming to explore the impact of recyclable packaging on consumer behavior and its underlying mechanism, this study receives 314 questionnaire surveys all over the country, and adopts ANOVA and process model analyses …

Effect Of Social Media Influencers On Generation Y Purchase Intention: Evidence From Men’S Skincare Products In Malaysia, Siew Yong Leong, Man Yee Yip, Chi Hau Tan, Man Seong Chan

International Journal of Management, Finance and Accounting

Although the demand for men’s skincare products is becoming increasingly popular in Malaysia, previous studies of social media marketing have shed little light on the effect of social media influencers on men’s skincare purchase intention. Therefore, this research investigates the effects of social media influencers’ attractiveness, trustworthiness, expertise, likability, similarity, and familiarity on purchase intention in men’s skincare products among Generation Y in Malaysia. An online questionnaire was implemented, and 279 respondents were gathered using the snowball sampling technique. After obtaining the desired responses, multiple regression analysis was adopted to examine the research model and hypotheses. The findings showed that …

A Conceptual Framework For Acceptance Of Autonomous Vehicle In Malaysia, Jen Sim Ho, Lily Yuzrina, Booi Chen Tan

International Journal of Management, Finance and Accounting

Mobility is evolving globally. Automated vehicle technology is consistently advancing with the development of Artificial Intelligence and information communication technology. The Autonomous Vehicle is acknowledged with the benefits of reducing traffic fatalities, reduced emissions and convenience. If autonomous vehicles are widely adopted, the Sustainable Development Goals could be achieved. Various studies have been conducted to investigate the psychological factors (internal) as well as assess the efforts of institutions (external) in promoting the adoption of autonomous vehicles. Nonetheless, there is very few studies examined the impacts of internal and external factors on the acceptance of autonomous vehicles simultaneously. Therefore, this study …

Collaborative Learning Management System With Analytical Insights: A Preliminary Study, Daniel Lai, Sook Ling Lew, Ooi Shih Yin

International Journal of Management, Finance and Accounting

The mode of teaching and learning had been drastically changed over the decades. Therefore, one approach might not fit into all scenarios. Collaborative learning promotes collaboration between the students in completing given tasks with common goals. In this paper, problem statements were formed: (i) the collaboration between students and their teachers in the virtual learning environment has been at the bare minimum, (ii) the learning management system implemented has not been fully utilised with the data and information collected academically. Moreover, systematic literature review (SLR) is practised to investigate insights about collaborative learning, learning management system (LMS) and analytical approaches …

Ranking Up The Social Media Factors On Purchasing Decision Of Malaysian Generation Y Customers, Yi Ling Chan, Rohaizan Ramlan

International Journal of Management, Finance and Accounting

Social media platforms offer marketing, information dissemination, direct customer contact and optimised availability of product and service information, which influences consumer behaviour, especially among Generation Y. Therefore, this study ranking up the social media factors such as electronic word of mouth (e-WOM), customer engagement, trust, brand image and advertising on the purchasing decisions of Generation Y consumers in Malaysia. 193 data were collected using Google Forms and face-to-face questionnaires. The data was then analysed using the Best-Worst method, which ranks the most important factors according to respondents' gender, income, and education level. One response was rejected because the value of …

Unpacking Qalb Behavioral Traits Through The Lens Of Maqasid Al-Shariah: A Pathway To Foster Inclusive Entrepreneurial Intentions In The Muslim Community, Mhd Louai Sarhan, Kamarulzaman Ab Aziz

International Journal of Management, Finance and Accounting

In Malaysia, a worrisome trend is emerging as an increasing number of individuals find themselves trapped within the poverty bracket and the Base of the Pyramid (BoP) socioeconomic groups. To address the economic and social challenges faced by these marginalized communities and to contribute significantly to poverty reduction and overall well-being, inclusive entrepreneurship has emerged as a pivotal strategy. This study delves into the critical imperative of inclusive entrepreneurship, which often eludes existing quantitative measurements of societal well-being. These measurements frequently overlook the fundamental dimensions of social and psychological well-being inherent to inclusive entrepreneurship. Drawing from the Islamic framework of …

A Qualitative Study Of Factors That Influence Entrepreneurial Intention Among Students Of Private Higher Education Institutions In Selangor, Kyra Law Ley Sy, Norizan Jaafar

International Journal of Management, Finance and Accounting

Entrepreneurship as a field of study has different sub-dimensions due to its usefulness in society, which makes it difficult to gain a holistic understanding of its key due to practical applications. A shift in generations creates a different yet unique business environment, especially in new business ventures. Younger generations have a different view and insight about entrepreneurship in small business. Thus, this study aims to seek deeper insight into entrepreneurial behaviour and intention among younger generations. Twenty semi-structured interviews with students from a higher private university in Malaysia were performed using the qualitative method. Using Nvivo 12, the interviews' transcriptions …

Indirect Effect Of Customer Relations On Leadership/Top Management, Employee Relations And Process Management In Examining The Readiness Of Smes To Implement Lean Initiatives, Mohammed Inuwa

International Journal of Management, Finance and Accounting

Before deployment of lean initiative, it is of great significance to examine the readiness of manufacturing SMEs to ensure they have the prerequisite for successful implementation. Consequently, in order to determine how prepared Nigerian manufacturing SMEs are to successfully adopt lean initiatives, the study measures the indirect effects of customer relations on leadership/top management, employee relations, and process management. Data for the study was collected from manufacturing SMEs and analyzed using Smart PLS-SEM 4.1. The study's conclusions demonstrate the substantial indirect effects that customer relationships have on employee relations, leadership/top management, and process management. Additionally, a positive correlation between employee …

Enhancing Conversions And Lead Scoring In Online Professional Education, Wen Yang Yim, Khai Wah Khaw, Shiuh Tong Lim, Xin Ying Chew

International Journal of Management, Finance and Accounting

This study seeks to enhance lead conversion for online professional education providers by using supervised machine learning algorithms for lead conversion targeting and lead scoring, including Logistic Regression, K-Nearest Neighbors, Support Vector Machines, Naïve Bayes, Random Forst, Bagging, Boosting, and Stacking. A lead dataset was used to train and test the machine-learning models. The Recursive Feature Elimination (RFE) is used to establish a precise lead profile. The performance of the trained lead conversion models was evaluated and compared using the 10-Folds cross-validation method based on accuracy, precision, recall, and F1-score. The results show that Stacking is the best model with …

Impact Of Social Media Marketing On Gen Z'S Cosmetic Brand Awareness, Zhi Wei Lim, Yeu Chin Yong, Chi Hau Tan, Man Seong Chan

International Journal of Management, Finance and Accounting

In this era of rapid technological advancement, the number of consumers browsing online information steadily increases. Social media platforms have emerged as a vital channel for communication and sharing information, making them the greatest option for conducting cosmetic business. Due to the scarcity of existing studies discussing the factors affecting brand awareness of cosmetic products, this research paper aims to examine the impact of social media marketing on brand awareness for cosmetic products among Gen Z in Kuala Lumpur. A total of 275 responses were collected using the snowball sampling technique. The data were analyzed through the utilization of multiple …

Rebung Garden : Blooming Dreams, Hasni Binti Mohd Hanafi, Azman Bin Jantan

International Journal of Management, Finance and Accounting

Rebung Garden, a family business established in 2019, has grown into a thriving enterprise dedicated to cultivating and selling rose plants. The garden's expertise lies in not only growing exquisite roses but also providing comprehensive plant care solutions using organic practices. In order to address the challenge of limited rose availability during the Covid-19 pandemic, Rebung Garden started cultivating their own-root roses, ensuring a steady supply and maintaining quality and variety. However, the garden faces additional challenges such as low brand awareness and operating within limited space.

Marketing Management Of Online Negative Reviews Of Medical Services, Christopher Edward Feltes

Doctoral Dissertations and Projects

Various internet platforms contain the ability to share information about medical services. These internet platforms include patient review websites, online forums, and social media websites. Some of the information that customers share are reviews of their negative medical experience. Much of the related research includes exploring the problem of online negative reviews of medical services from a medical professional perspective on how to manage the situation with the patient. This research project includes exploring the role of marketing professionals and the situation of customers producing online negative reviews of medical services. The general problem addressed is the detrimental impact of …

The Impact Of Social Media On Customer Behavior – Evidence From Lebanon, Nada Jabbour Al Maalouf, Jean Elia, Chadia Sawaya, Fawzy Boutros

Arab Economic and Business Journal

Purpose: This study investigates the impact of social media advertising on customer behavior; specifically its impact on customer decision-making through social proof, customer perceptions of brands, and customer loyalty. No studies tackled this topic in Lebanon and this gap was the main motive behind this study.

Method: A quantitative deductive method was employed and a questionnaire was sent to Lebanese customers to achieve the objective of the study. The final sample obtained is 147.

Findings: The findings revealed a positive correlation between social media usage, customer decision-making, customer attitudes and perceptions toward brands, and customer loyalty. The study's findings …

Consumers' Acceptance To Buy And Dispose Of Recycling Textile Products, Roa Alsayed

Theses and Dissertations

The textile industry is the second most polluting worldwide, following food manufacturing. It is one of the industries that is rarely scrutinized in the Middle East and North Africa (MENA) region. This work analyzes the fashion industry from the perspective of consumer attitudes towards the purchase and disposal of clothing, and their behavior with regards to old garments. The study was conducted in Saudi Arabia and Egypt, two countries that achieved similar results in the fashion industry. The methodology is divided into three phases. First, the manuscript begins with a review of topics such as sustainability, consumer behavior in the …