Marketing Commons^™

Resource Affluence And Sustainable Consumer Behavior, Liguo Liu

Graduate Theses, Dissertations, and Problem Reports (ETD)

While resource affluence is desired by most individuals, it may not always be advantageous for a collective group. Recent research documents some “dark side” effects associated with resource affluence, such as reducing people’s willingness to help others or leading to unethical behaviors (e.g., Piff et al. 2012; Vohs et al. 2016). Building on this body of work and advances in sustainability research, this study investigates the impact of financial affluence on sustainable consumer behavior. Using a multi-method approach (archival data and experiments), this study demonstrates that financial affluence leads to less sustainable consumer behaviors compared to a control group, across …

Effective Communication Strategy During Crisis: A Case Of The 2010 Toyota Recall Crisis, Masud Mensah

Masters Theses

Crisis communication is an integral part of public relations and organizational management at large involving the timely and strategic sharing of information during a crisis or emergency. Its primary purpose is to ensure that organizations effectively manage and minimize the negative impact of the crisis on their operations and stakeholders, which invariably helps to maintain trust, credibility and restore their reputation. Based on an interpretivist standpoint, the study utilizes qualitative approaches and takes the form of a case study. It offers a comprehensive account of the crisis, including key occurrences, media representation, and public responses, showcasing its international impact via …

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2024.

Identifying Accessibility Improvement Opportunities For Global Environmental Communication Websites, Alicia Mason, Josh Compton, Sakshi Bhati

Faculty Submissions

Digital environmental information presented with low web accessibility reduces parti-cipation in environmental advocacy and information seeking behaviors for many people with disabilities, creating a consequential digital divide. We use WEB AIM computer automated analysis of web accessibility to assess the general accessibility of online environmental communication messages. Results show 95.3% of the popular websites in our sample had indicators of potentially critical accessibility errors. Our findings highlight the importance of addressing digital environmental information accessibility shortcomings so that educational, informational and persuasive environ-mental messages can increase environmental literacy of vulnerable populations and help to bridge the digital divide.

Understanding The Importance Of Brand Equity On Higher Education: An Empirical Study Of Irish Public Universities, Javier Casanoves-Boix, Ana Cruz-Garcia, Sonia García-Lafuente, Mónica Pérez-Sánchez

Dept. of Marketing & International Business Publications

The today’s university education exposes that the argument that stu- dents have an authentic and valuable voice in the decisions that impact their learning and education has become a phenomenon known as 'stu-dent voice' (Matthews and Dollinger, 2023). Furthermore, Boy-murodova y Qosimova (2024) call to action for stakeholders in higher education to prioritize and invest in quality assurance initiatives as in-dispensable components of institutional effectiveness and academic ex-cellence. According to Lafuente, Cifuentes, and Faura (2024), higher education curricula must incorporate competencies that prepare gradu-ates with the necessary knowledge and values.

In Ireland, there are nine universities that account for a …

Attitudes Toward Lccp Strategies: A Comprehensive Framework, Alexey V. Semenov, Arilova Randrianasolo

Funded Scholarship

Within recent years, the choice of whether to employ local culture consumer positioning (LCCP) strategies has gained considerable interest in both international marketing research and practice, particularly due to the recent rise in nationalism around the world. This current research focuses on the individual-level drivers of consumer attitudes toward LCCP strategies by creating a more comprehensive framework of the antecedents of attitudes toward LCCP strategies. Utilizing an institution-based view, social identity, self-verification, and personality trait theories, we develop a framework that encompasses elemental personality traits (agreeableness and need for material resources), perceptions of national identity, international travel, world-mindedness, and national …

The Dark Side Of Category Expansion: Will Existing Ones Pay The Price?, Qi Yu, Ron Berman, Eric Bradlow

Research Collection Lee Kong Chian School Of Business

Many retailers that manage product assortments believe that “more is better”. We challenge this conventional wisdom by demonstrating that a retailer may face more price-sensitive demand for existing categories after a category expansion. While introducing a new category to a store may increase the demand for the existing ones, this increase sometimes suggests a movement towards the steeper part of the demand curve and an increase in price sensitivity. We build a model of multi-category purchases with transportation costs and generate a series of theoretical predictions of the changes in price sensitivity after category expansion. We then estimate the model …

Tips From Sir Cluckerton: Effective And Fun Social Media With A Library Mascot, Allison Boswell, Laura Pitts

Research, Publications & Creative Work

In 2021, the Houston Cole Library (HCL) at Jacksonville State University (Jacksonville, AL) added a mascot to enhance social media posts, and the result has been successful. HCL’s simple low-cost mascot has consistently stimulated positive interactions between the library staff/faculty and students, community members and university officials. HCL’s library mascot has created a cult-like following that watches and comments on his adventures. This current discussion indicates how any library can create their own mascot regardless of budget restrictions and time commitments.

Triangulating The Likelihood Of Confusion: Linguistics And Consumer Surveys, Eric D. Derosia, Jesse Egbert, Thomas Lee

Faculty Publications

This Article highlights contributions that linguistic analysis can offer in the assessment of the likelihood of confusion in trademark infringement cases. Parties in such cases often engage an expert witness to conduct a survey that measures the likelihood of consumer confusion. We show how an expert linguist can provide important, nonintuitive dynamics of corroboration. We introduce “expert triangulation” as a conceptual framework to analyze whether, and to what extent, experts in linguistics and consumer surveys can corroborate one another. That is, having two different sources of empirical evidence which lead to similar conclusions should be a benefit to the courts, …

Moral Decision-Making In Organizations, Maryam Kouchaki, Isaac Smith

Faculty Publications

Research on moral decision-making in organizations has expanded significantly over the past few decades. In this review, we build on prior comprehensive reviews on the topic to provide an updated view of the field, based on the latest findings. We first provide a brief historical overview of influential theories of moral decision-making and then describe the individual characteristics, interpersonal factors, and organizational factors that have been shown to influence people's morally relevant choices, as well as the cognitive, affective, and even physiological processes at play. We then provide a more critical view of the field and focus on what we …

Archiving Digital Marketing: Examining Preservation Of Dynamic Content On The Web Through The Lens Of Online Advertisements, Christopher Rauch, Alex H. Poole, Travis Reid, Michele C. Weigle, Michael L. Nelson, Faryaneh Poursardar, Mat Kelly

Computer Science Faculty Publications

The transition to digital marketing has revolutionized advertising, reflecting and shaping societal norms and trends. The “Saving Ads” project addresses the challenges of preserving these ephemeral digital artifacts, essential for understanding the evolution of advertising and its socio-cultural impact. The initiative focuses on technical solutions for archiving dynamic online ads and enhancing access to these critical resources for future scholarship. By examining the preservation of online advertisements and suggesting improved approaches for archiving dynamic online content, this project contributes to the documentation of digital history.

Learn From The Past, Covid-19 And Beyond: The Case Of Türkiye, Gül Erkol Bayram, Ali Turan Bayram, Melike Sak

Journal of Mediterranean Tourism Research

The tourism sector has a delicate balance that is affected by its era. Political, economic, sociological problems and events affect the course of tourism, and when necessary, they can stop tourism movements. Epidemics affect tourism negatively. Covid-19 has a very different feature in terms of its effects on world tourism. In this context, the study examines the effects of Covid-19 on world and Turkish tourism. Within the scope of the study, related literature was reviewed, the effects of Covid-19 on world and Turkey tourism were examined with a qualitative approach. As a result, it can be expressed that travel restrictions …

The Role Of Live Streaming In Building Consumer Trust, Engagement, And Purchase Intention In Indonesian Social Commerce Thrift Clothes Sellers, Amyra Salsabela Yasser, Gita Gayatri

ASEAN Marketing Journal

Manuscript type: Research Article

Research Aims: Examine the relationship between shopping values consumers perceive during live streaming and their trust, engagement, and intention to purchase from Indonesian social commerce thrift clothes sellers.

Design/methodology/approach: Data was gathered through an online survey from consumers who have watched a live-streaming session of an online thrift clothes shop on Instagram. Data were analysed using covariance-based Structural Equation Modelling (SEM).

Research Findings: The output shows that only the utilitarian value of live stream positively affects trust in products and sellers. The variable engagement was only significantly affected by hedonic value. Additionally, the only …

How Do Firms Use Social Media: Topic Modeling Of Twitter Brand Posts Of Four Indonesian Skincare Brands, Annisafira L. Lestari, Arga Hananto

ASEAN Marketing Journal

Manuscript type: Empirical paper

Research Aims: This paper aims to identify the topics of social media posts (on Twitter) from local skincare brands in Indonesia.

Design/methodology/approach: This descriptive study applied text analysis methods, specifically frequency analysis and topic modeling with the Latent Dirichlet Allocation (LDA) method. Data were collected from the top four skincare brands with over 10,000 followers using Twitter Academic API interfaced through the Twarc package in Python. The dataset contained 1290 tweets from Wardah, 17,491 tweets from Avoskin, 1,968 tweets from Somethinc, and 590 tweets from Whitelab. The data analysis used quanteda and …

Effect Of Influencer Marketing Strategy On Consumer Behaviour In Fast Moving Consumer Goods Firms In Ghana, Pearl Fafa Bansah, Vanessa Gaffar, Disman Disman, Ayu Krishna Yuliawati

ASEAN Marketing Journal

Manuscript type: Research paper

Research Aims: This study examines the influence of influencer marketing strategies on consumer purchasing behaviour among fast-moving consumer goods (FMCG) companies in Ghana.

Design/methodology/approach: This study employs an explanatory (causal) research design. A 31-item questionnaire split into four categories was used to collect quantitative data. An online questionnaire was sent to FMCG consumers in Ghana's Greater Accra and Ashanti Regions, aged 18–48 years and older. Multiple regression analysis was performed to establish relationships between the study variables.

Research Findings: The findings showed that YouTube is the most popular social media platform among Ghanaian users, …

The Influence Of Risk Aversion On Brand Loyalty With Brand Trust And Brand Affect As Mediating Variables, Nurfuad Wicaksono

ASEAN Marketing Journal

Currently cosmetic products are no longer only intended for women, but also for men. Thus, creating opportunities and a conducive environment for the emergence of new companies. With the increasing number of companies in the men's cosmetic industry today, how to build brand loyalty is one of the biggest challenges companies will face. This study aims to explore the relationship between risk aversion and brand loyalty, and test whether this relationship is mediated by brand trust and brand affect on the purchase of cosmetic and body care products by men. The selection of the sample was carried out using a …

Peran Telemarketing Dalam Kegiatan Promosi Pada Perusahaan Logistik, Radityo Kusumo Santoso

Jurnal Administrasi Bisnis Terapan

In conducting marketing activities, there are many methods that can be used to gather potential customers. One of the marketing methods still used today is telemarketing. Telemarketing is chosen because it offers a good personal approach, and not only in promotion, the personal approach of telemarketing can help build relationships with existing consumers and support operational activities. PT Selaras Logistik Indonesia is a company engaged in logistics distribution, where its potential customers are focused on certain criteria, and this company still uses telemarketing in its marketing activities. The results of the research show that telemarketing plays a role as part …

An Examination Of The Relationship Between Cheating In Online Classes And Technostress: Perceptions Of Business Faculty, Stacy Boyer-Davis, Kevin Berry, Amy Cooper

International Journal for Business Education

This research study investigated the relationship between technostress creators (techno-complexity, techno-insecurity, techno-invasion, techno-overload, and techno-uncertainty) and faculty perceptions of student cheating in online classes. Data were collected from faculty members of the Management and Organizational Behavior Teaching Society (MOBTS), a member of the AACSB Business Education Alliance, the American Society of Business and Behavioral Sciences (ASBBS), an interdisciplinary professional organization comprised of faculty teaching in accounting, finance, management, marketing, organizational behavior, and computer information systems, and other research panels during 2021 (N = 94). Findings from regression analysis indicated that the techno-complexity subconstruct is positively related to a faculty’s perception …

Analyzing A Smartphone Battle Using Bass Competition Model, Maila Hallare, Alireza Hosseinkhan, Hasala Senpathy K. Gallolu Kankanamalage

CODEE Journal

Many examples of 2x2 nonlinear systems in a first-course in ODE or a mathematical modeling class come from physics or biology. We present an example that comes from the business or management sciences, namely, the Bass diffusion model. We believe that students will appreciate this model because it does not require a lot of background material and it is used to analyze sales data and serve as a guide in pricing decisions for a single product. In this project, we create a 2x2 ODE system that is inspired by the Bass diffusion model; we call the resulting system the Bass …

Evaluation Of Street Foods By Tourism Stakeholders: The Case Of Batman, Hasan Önal Şeyhanlıoğlu, Berat Utku Becerikli

Journal of Mediterranean Tourism Research

The aim of the research is to reveal the perspective of tourism stakeholders in Batman province on street delicacies. For this purpose, data were collected from 21 local stakeholders in Batman province by semi-structured interview method, which is one of the qualitative data collection techniques. The data of the study were obtained between 25.10.2023 and 25.11.2023. The data were analyzed with the help of the MAXQDA program. It was concluded that the participants had knowledge about Batman’s street delicacies. Another result of the research is that there are problems in the promotion and marketing of street delicacies. According to another …