Marketing Commons^™

Closed Level Requests, Judy Schmitt

Library Faculty Works

No abstract provided.

Using The University Libraries During The Renovation, Judy Schmitt

Library Faculty Works

No abstract provided.

A Survey Of Retail Trade Patterns In South Dakota: 2014-2023, Rand E. Wergin

Faculty Publications

This paper provides an analysis of retail sales and retail trade in the state of South Dakota for the ten years 2014 to 2023. This analysis will provide information to community leaders in the cities and towns of South Dakota. Retail pull is an economic indicator that provides a measure of community’s economic health and its ability to attract shoppers, both shoppers from its own community and from other communities. A community that has a healthy retail economy is generally able to attract shoppers from its own community as well as surrounding communities.

Good Times, Bad Times: Small Business Social Responsibility And Community Crisis Response In Small To Midsized Communities, Amber Monique Chatelain

Theses, Dissertations and Capstones

It is common practice for small businesses to support their local communities through social responsibility and citizenship behaviors. Small business response to local crisis events and participation in relief efforts can serve as an indicator of the company’s awareness of community events and signal to customers their embeddedness in and commitment to the local community. Using primary data and an experimental methodology, this dissertation examines customer perceptions of small business’ response to community crisis. Specifically, this study examines customer perceptions of trust and loyalty, and customers’ purchase intent for small businesses that participate in socially responsive behaviors in the face …

The Disney+ Kingdom : Essays On Nostalgia, Representation And Branding, John Perlich, David Whitt

BSU Faculty PubCast

Listen to a conversation with Dr. John Perlich (Bemidji State) and Dr. David Whitt (Nebraska Wesleyan), editors and contributors on the book Disney+ Kingdom: Essays on Nostalgia, Representation and Branding. It is a collection of essays that examines a variety of Disney+ content.

Credit: Podcast produced by Tammy Bobrowsky (Bemidji State). Music "Collaboration"by Radioontheshelf, 2025 - Licensed under Creative Commons Attribution Noncommercial (3.0).

‘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. …

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

UROP 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 …

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)

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 …

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.

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 …

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.

2024, 1(18)

Journal of Marketing and Consumer Behaviour in Emerging Markets

Full Issue 2024, 1(18)

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 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 …