Open Access. Powered by Scholars. Published by Universities.®
- Institution
-
- Singapore Management University (1745)
- Walden University (1679)
- University of Mississippi (1235)
- Morehead State University (780)
- Kennesaw State University (729)
-
- University of Nebraska - Lincoln (712)
- Brigham Young University (688)
- Technological University Dublin (685)
- University of Nevada, Las Vegas (569)
- Edith Cowan University (568)
- Georgia Southern University (529)
- Old Dominion University (462)
- University of South Florida (451)
- Universitas Indonesia (446)
- Nova Southeastern University (422)
- Valparaiso University (397)
- California State University, San Bernardino (396)
- Western Kentucky University (370)
- Liberty University (362)
- Case Western Reserve University (359)
- University of Texas Rio Grande Valley (353)
- East Tennessee State University (346)
- Marquette University (325)
- University of Central Florida (307)
- Asia Marketing Journal (AMJ) (302)
- University of Arkansas, Fayetteville (295)
- Seton Hall University (287)
- Lindenwood University (277)
- Bowling Green State University (265)
- University of South Carolina (246)
- Keyword
-
- Leadership (996)
- Marketing (509)
- Management (496)
- Entrepreneurship (314)
- Business (293)
-
- Motivation (277)
- Trust (274)
- Social media (244)
- Job satisfaction (234)
- Innovation (230)
- Sustainability (227)
- Gender (224)
- Education (219)
- COVID-19 (217)
- Communication (217)
- Culture (213)
- Performance (208)
- Western Kentucky University (204)
- Higher education (197)
- Advertising (192)
- Consumer behavior (189)
- Ethics (182)
- Technology (180)
- Diversity (176)
- Retention (167)
- Training (156)
- Women (156)
- Engagement (148)
- Workforce (147)
- Creativity (137)
- Publication Year
- Publication
-
- Walden Dissertations and Doctoral Studies (1587)
- Research Collection Lee Kong Chian School Of Business (1167)
- Theses and Dissertations (748)
- Faculty Publications (680)
- Dissertations (347)
-
- Theses (313)
- Electronic Theses and Dissertations (307)
- Asia Marketing Journal (302)
- Student Scholarship (294)
- ETSU News (268)
- Organization Management Journal (268)
- Morehead State Press Release Archive, 1961 to the Present (267)
- The Journal of Values-Based Leadership (262)
- International Journal of Religious Tourism and Pilgrimage (251)
- Research outputs 2022 to 2026 (244)
- UNLV Theses, Dissertations, Professional Papers, and Capstones (242)
- Dissertations and Theses Collection (Open Access) (241)
- Management Faculty Publications (240)
- Doctoral Dissertations and Projects (225)
- Honors Theses (197)
- WKU Administration Documents (195)
- Journal of Accountancy (193)
- LSU Doctoral Dissertations (193)
- Atlantic Marketing Journal (175)
- USF Tampa Graduate Theses and Dissertations (174)
- Department of Management: Faculty Publications (166)
- Atlantic Marketing Association Proceedings (159)
- Journal of International Technology and Information Management (155)
- Graduate Theses and Dissertations (154)
- Articles (153)
- Publication Type
Articles 1501 - 1530 of 29218
Full-Text Articles in Entire DC Network
Assessing Leadership In Business: A Critical Investigation Of Lorne Michaels, Emily Laput
Assessing Leadership In Business: A Critical Investigation Of Lorne Michaels, Emily Laput
Honors Scholar Theses
This thesis critically investigates the leadership effectiveness of Lorne Michaels, the executive producer behind the comedic institution Saturday Night Live (SNL). For nearly half a century, Michaels has cultivated a unique and high-pressure environment credited with launching the careers of numerous comedic actors. Drawing upon Kouzes & Posner's Five Principles of Exemplary Leadership framework and peer-reviewed research, this analysis examines the balance Michaels strikes between fostering innovation and exercising strict control. Ultimately, this thesis aims to provide a nuanced understanding of Lorne Michaels' leadership, assessing its effectiveness within the dynamic and often volatile environment of live television production and …
How Climate For Green Initiatives Drives Eco-Innovative And Citizenship Behaviours: The Role Of Green Engagement And Green Values, Aaron Makafui Ametorwo, Michael Kyei-Frimpong, Abdul Razak Suleman
How Climate For Green Initiatives Drives Eco-Innovative And Citizenship Behaviours: The Role Of Green Engagement And Green Values, Aaron Makafui Ametorwo, Michael Kyei-Frimpong, Abdul Razak Suleman
Research outputs 2022 to 2026
Purpose This study proposes and tests the nexus between climate for green initiatives, green innovative behaviour, organisational citizenship behaviour for the environment, green work engagement, and individual green values. Design/methodology/approach The study adopted the explanatory research design, where data were gathered from 374 star-rated frontline employees at two different waves within a one-month interval. The data retrieved from the respondents were analysed using descriptive and inferential (partial least squares structural equation modelling) statistics. Findings The study revealed that a climate for green initiatives positively and significantly relates to green innovative behaviour and organisational citizenship behaviour for the environment. Also, the …
Gender Equality Discourse: A Japanese Context, Gabriel Eweje, Hitomi Toyosaki, Kazunori Kobayashi, Sitong Michelle Chen, Masahiro Hosoda
Gender Equality Discourse: A Japanese Context, Gabriel Eweje, Hitomi Toyosaki, Kazunori Kobayashi, Sitong Michelle Chen, Masahiro Hosoda
Research outputs 2022 to 2026
Purpose – This review paper aims to critically examine the discourse on gender equality in Japan, focusing on its socio-cultural, economic and political dimensions. By synthesising existing literature, it provides a comprehensive understanding of the complexities and barriers that influence the gender equality debate in Japan, while identifying gaps and opportunities for future research and specifying where practice can be recoupled to policy. Design/methodology/approach – An integrative literature review was conducted across four key institutional domains – markets, government/public sector, families and education – analysed at the macro, meso and micro levels. The synthesis is integrative rather than exhaustive, prioritising …
The Loop That Eats Itself: Fast Fashion And The Myth Of Accessible Sustainability, Christie Westby
The Loop That Eats Itself: Fast Fashion And The Myth Of Accessible Sustainability, Christie Westby
Sustainable Supply Chain Management
This chapter examines fast fashion as a self-reinforcing system driven by speed, consumption psychology, and misaligned incentives, arguing that true sustainability requires slowing supply chains and redesigning governance rather than simply buying “better” products.
Assessing A Model Of Customer Rage: Does Customer Entitlement Moderate Relationships Between Rage Emotions, Expressions And Behaviors?, S. Mostafa Rasoolimanesh, Martin Gannon, Babak Taheri, Josip Mikulić
Assessing A Model Of Customer Rage: Does Customer Entitlement Moderate Relationships Between Rage Emotions, Expressions And Behaviors?, S. Mostafa Rasoolimanesh, Martin Gannon, Babak Taheri, Josip Mikulić
Research outputs 2022 to 2026
Across travel and tourism services research, studies investigating “customer rage” typically prioritize the direct point-of-consumption, often within airport, airline, or hotel contexts. However, the sector is awash with intermediaries (e.g., travel agencies, insurance brokers, booking platforms), which serve as primary points-of-contact capable of shaping customer expectations. Accordingly, the consequences of service failure therein are nuanced and complex. Yet, extant research often portrays service failure as unilateral (i.e., solely the firm in question’s responsibility), overlooking one core demand-side characteristic: the customer’s sense of entitlement. Thus, while this study draws upon the Iranian travel agency setting (as a service intermediary) to assess …
The Safety Net And The Gig Economy: Policy Attitudes And Political Participation, Juhyun Bae, Jake Haselswerdt
The Safety Net And The Gig Economy: Policy Attitudes And Political Participation, Juhyun Bae, Jake Haselswerdt
School of Political Science, Public Affairs, Legal and Security Studies Faculty Publications
The emergence of the so-called gig economy has reshaped the labor market and, potentially, the politics of the safety net. Much of the American welfare state is based on a traditional model of employment, excluding most gig workers from benefits like subsidized employer-provided health insurance and unemployment insurance. Despite these trends, there is little research on how these changes might affect politics. Are gig workers likely to become a relevant constituency on social welfare and other issues? To address this, we conducted a unique online survey examining policy attitudes and political behaviors among gig workers compared with traditional workers. Our …
Unpacking Identity Work Mechanisms For A Person-Centered Approach To Business And Management Education, Carla Campana, Pablo Leao
Unpacking Identity Work Mechanisms For A Person-Centered Approach To Business And Management Education, Carla Campana, Pablo Leao
International Journal of Teaching and Learning in Higher Education
We explore identity work among undergraduate business students who resist the identity prevailing in traditional business schools. The study investigates an educational program that fosters identity work, allowing students to add facets to their emergent identity. Through in-depth interviews, the researchers uncovered a process in which students resist the hegemonic identity of business administrators, seeking alternative experiences that redefine their identity. Our research contribution is two-fold. First, we extend the concept of identity workspaces by introducing three mechanisms: autonomy, a psychological safe space, and group embeddedness. These mechanisms enable students to engage in an identity work process and reidentify with …
Washington Report: Regulation Of Tax Return Preparers-It’S On The Way, Gilbert Simonetti Jr.
Washington Report: Regulation Of Tax Return Preparers-It’S On The Way, Gilbert Simonetti Jr.
Tax Adviser
No abstract provided.
Income Tax Evasion And Other Fraud Problems-The Judicial Process (Part Ii), Bruce I. Hochman
Income Tax Evasion And Other Fraud Problems-The Judicial Process (Part Ii), Bruce I. Hochman
Tax Adviser
No abstract provided.
Exploring The Relationship Between Entrepreneurial Ambidexterity And Academic Performance: The Moderating Role Of Digital Capabilities: Evidence From Public Universities Of Duhok Governance, Kurdistan Of Iraq, Zeravan Abdulrahman Omar
Exploring The Relationship Between Entrepreneurial Ambidexterity And Academic Performance: The Moderating Role Of Digital Capabilities: Evidence From Public Universities Of Duhok Governance, Kurdistan Of Iraq, Zeravan Abdulrahman Omar
Arab Economic and Business Journal
This study examines the impact of entrepreneurial ambidexterity, and the synchronization of exploratory and exploitative activities, on academic performance in university departments, and the role of digital capabilities in moderating this impact. Using a descriptive analytical approach, a questionnaire was distributed to 145 department heads at public universities in Duhok Governorate, Kurdistan Region of Iraq. The data were validated using SPSS version 29 and SmartPLS 4.1.1, both of which confirmed the study's hypotheses. The results revealed a direct, statistically significant, positive correlation between entrepreneurial ambidexterity and departmental academic performance. Furthermore, digital capabilities were found to have a significant positive performance-modifying …
You Have Been Warned: The Effect Of California's Proposition 65 Warning On Consumer Perceptions And Evaluations, Kristina Medvedeva, Lauren Drury, Katie Kelting
You Have Been Warned: The Effect Of California's Proposition 65 Warning On Consumer Perceptions And Evaluations, Kristina Medvedeva, Lauren Drury, Katie Kelting
Business, Accounting and Economics Faculty Scholarship
With cancer rates projected to rise sharply in the coming years, identifying effective preventative health measures to address the issue has become critically important. By adopting perceived risk and signaling theory as the theoretical lens, the current research examines one such unique and underexplored intervention—the Proposition 65 warning. Across four studies, the findings show that consumers' sensitivity to the Proposition 65 warning varies by product category and geographic location. The findings also reveal that the presence (vs. absence) of the Proposition 65 warning negatively affects evaluations of not only the product, but also the retailer that sells the product. In …
Pxj Volume 12 – Key Theme Summary And Article Index, Patient Experience Journal
Pxj Volume 12 – Key Theme Summary And Article Index, Patient Experience Journal
Patient Experience Journal
Volume 12 of the Patient Experience Journal showcases a global dedication to advancing human experience in healthcare, illuminating both existing challenges and crucial emerging practices. The content, spanning three issues, emphasizes that improving the human experience is not a temporary initiative but rather the essential foundation for building trust, ensuring safety, facilitating healing, and sustaining organizational resilience. The overarching message of Volume 12 is that human experience is the heart of healthcare. It is actively shaped through shared purpose, design, empathy, communication, and partnership. The journal calls for a future where every voice is heard, every story matters, every …
Reading Between The Lines: The Influence Of Financial News On Investor Decision-Making, Kalia Noble
Reading Between The Lines: The Influence Of Financial News On Investor Decision-Making, Kalia Noble
Honors College Theses
This thesis investigates how financial media narratives shape investor sentiment and short-term market behavior. Drawing on behavioral finance and narrative economics, it examines whether the framing and tone of market news correlate with intraday volatility in the S&P 500 and Dow Jones Industrial Average. By pairing quantitative price data with contemporaneous headlines from major outlets such as Bloomberg, Yahoo! Finance, and CNBC, the study shows that emotionally charged or speculative narratives are closely associated with sharp market swings, even when fundamentals remain unchanged. These findings highlight the influence of media framing on investor decision-making and underscore the importance of financial …
Ai And Racism: 6 Reasons Black People Need Digital Literacy, Brianna A. Baker
Ai And Racism: 6 Reasons Black People Need Digital Literacy, Brianna A. Baker
Publications and Research
Key Points
- AI often reflects racial bias in its training data, which can distort how Black people are represented.
- Psychological stress increases when digital tools misunderstand or misinterpret Black experiences.
- Digital literacy strengthens emotional wellbeing by helping users recognize and counter biased outputs.
Tax Trends, Harry Z. Garian
The Impact Of Parking Services On Mental Health At Bowling Green State University, Callie Oyster
The Impact Of Parking Services On Mental Health At Bowling Green State University, Callie Oyster
Honors Projects
The current research investigates the effects of parking on daily stress and emotional stability and perceptions of equity at Bowling Green State University (BGSU). It draws from the perspective of students, faculty, and staff via a quantitative survey of over 500 respondents that assessed parking behaviors, mental health indicators, and institutional trust. The results indicate that unpredictability, rather than simply lack of space, is the largest source of stress related to parking. Commuter and resident students reported arriving at least 20-30 minutes earlier than expected. Faculty, staff, and students reported feelings of anticipatory anxiety about driving to BGSU, with emotional …
Exploring The Impact Of Negative Ewom On Hotel Booking Intention Through The Lens Of Attribution Theory And The Moderating Role Of Recovery Justice, Antonio Jose Ogaz-Muñoz
Exploring The Impact Of Negative Ewom On Hotel Booking Intention Through The Lens Of Attribution Theory And The Moderating Role Of Recovery Justice, Antonio Jose Ogaz-Muñoz
Electronic Theses and Dissertations 2020 - Present
Negative electronic word-of-mouth (EWOM) has emerged as a critical factor influencing customer behavior, particularly in the hospitality industry. Despite extensive research grounded in failure attributions and service recovery theories, few studies examine the combined impact of failure attribution and recovery justice on hotel booking intentions. Using a 2x2x2x2 between-subjects experimental design with 373 responses, this research investigates how customers' perceptions of failure attribution influence their booking intention after exposure to negative EWOM, and if perceived recovery justice can mitigate the negative effects of these attributions. Results show that booking intention declined most when reviews framed the failure as hotel-caused and …
Transforming Shrm; Applying The Kotter Method To Niu Shrm, Hunter J. Egelhoff
Transforming Shrm; Applying The Kotter Method To Niu Shrm, Hunter J. Egelhoff
Honors Capstones
This capstone project examines how Northern Illinois University’s Society for Human Resource Management transformed its organizational structure and programming to better prepare students for today’s competitive job market. With workforce demands shifting toward practical experience, employer expectations have exceeded what traditional classroom education alone provides, creating a growing gap between student readiness and career requirements. To address this disconnect, NIU SHRM applied Kotter’s Eight-Step Change Model to restructure leadership roles, integrate experience-based learning, and enhance student engagement through workshops, partnerships, and leadership development opportunities. This change initiative resulted in increased visibility, participation, and measurable short-term successes that now serve as …
Gambling Behaviors, Perceptions, And Risks Among Nevada Adults, Andrea Dassopoulos
Gambling Behaviors, Perceptions, And Risks Among Nevada Adults, Andrea Dassopoulos
International Gaming Institute Faculty Research
This study presents a statewide assessment of gambling behaviors, perceptions, and gambling-related risk among 1,078 Nevada adults. Using a mixed-source, population-calibrated survey developed by UNLV and NORC, the research measures gambling participation, motivations, venue exposure, and attitudes toward harm, treatment, and regulation. The Problem Gambling Severity Index (PGSI) identifies substantial levels of harm: nearly half of past-year gamblers show some degree of risk, with the highest rates among younger adults, racially diverse groups, gaming and hospitality workers, and those who gamble in neighborhood bars or slot parlors. The survey also documents public beliefs about gambling addiction, youth exposure, stigma, and …
School And District Leaders’ Understanding Of Technology Organizations’ Cyber Business Practices, Jayejaye Johnson
School And District Leaders’ Understanding Of Technology Organizations’ Cyber Business Practices, Jayejaye Johnson
Journal of Educational Research and Practice
Educational technology (EdTech) interoperability throughout cyberspace provides the financial opportunity to collect and sell student privacy information in digital learning environments, challenging school leaders to govern schools and keep children safe. School leaders provide the resources, funding, planning, decision making, and administration for EdTech cybersecurity practices and policies, yet little is known about what public school leaders understand. A quantitative study was designed using primary data collected from an online survey. Four research questions guided this study: What are the differences in cybersecurity practices and policy response scores (1) between male and female school leaders; (2) among leaders with different …
Breaking The Five-Year Barrier: Essential Tactics For Long-Term Small Business Sustainability And Growth, Tanesha L. Ford Dr., Carol-Anne Faint Ph.D, Rocky J. Dwyer Dr.
Breaking The Five-Year Barrier: Essential Tactics For Long-Term Small Business Sustainability And Growth, Tanesha L. Ford Dr., Carol-Anne Faint Ph.D, Rocky J. Dwyer Dr.
International Journal of Applied Management and Technology
This study explores the sustainability and growth of small businesses beyond the critical 5-year mark, a pivotal milestone often associated with survival challenges. Active business owners within the United States often shut down their operations due to reduced revenues and operational challenges, including the multifaceted factors influencing long-term success. The study places a particular emphasis on effective training strategies by examining the intersection of sustainability and training to identify actionable insights for owners of small business to enhance their resilience and longevity in today’s dynamic economic landscape.
Beyond The Grade: Validity In Global Virtual Team Peer Evaluation, Maria Randazzo-Davis, Phd., Christopher Nelson , Phd., Hillary Nelson, Graduate Student
Beyond The Grade: Validity In Global Virtual Team Peer Evaluation, Maria Randazzo-Davis, Phd., Christopher Nelson , Phd., Hillary Nelson, Graduate Student
International Journal for Business Education
This study examines how peer evaluation functions in global virtual teams, a setting that reflects the collaborative demands of contemporary international business education. The authors tested whether peer evaluation subscales, total peer-report score, and various indicators of team diversity predict team performance, assessed by instructors in a sample of 2,012 students from 445 X-Culture teams. The variables that were good predictors of team performance included the quality of team communication, work ethic, technical competence, generation of ideas, peer engagement, and peer writing skills. Less predictive of performance were leadership and effort ratings. In addition, students' self-ratings (i.e., peer ratings) were, …
The Relationship Between Leadership, Quality Outcomes, And Turnover In Healthcare, Megan L. Rhoades
The Relationship Between Leadership, Quality Outcomes, And Turnover In Healthcare, Megan L. Rhoades
Doctoral Dissertations and Projects
This quantitative, causal-comparative study examined the relationship between leadership effectiveness, employee engagement, quality outcomes, and turnover in non-profit acute care hospitals in Texas. Guided by a pragmatic paradigm, the research utilized archived data to analyze correlations among leader effectiveness scores, employee engagement levels, patient quality metrics, and employee turnover rates. Grounded in Maslow’s Hierarchy of Needs, the Motivation-Hygiene Theory, Job Demands-Resources Theory, Path-Goal Theory, and Relational Leadership Theory, the study explored how leadership behaviors and engagement strategies influence organizational outcomes. Results revealed a strong positive correlation between effective leadership and employee engagement, indicating that leaders who provide support, recognition, and …
Applying Lasso Regression For Property Price Prediction In Emerging Markets: An Empirical Study Of Prishtina's Real Estate Sector, Visar Hoxha, Albana Shala, Veli Lecaj, Fuat Pallaska, Hazer Dana
Applying Lasso Regression For Property Price Prediction In Emerging Markets: An Empirical Study Of Prishtina's Real Estate Sector, Visar Hoxha, Albana Shala, Veli Lecaj, Fuat Pallaska, Hazer Dana
International Journal of Business and Technology
This study employs Lasso Regression (LR) to forecast apartment prices in Prishtina, analyzing a dataset of 1,468 transactions from the Kosovo Department of Property Taxes (2019-2023). Focusing on variables like distance to the central business district and apartment size, LR was selected for its ability to perform feature selection and regularization, applied using Python. The preliminary model included variables such as distance to central business district, distance from main road leading to central business district, size, floor, distance from bus stations, distance from ambulances, distance from schools, distance from green spaces, income status of inhabitants per apartment, and distance from …
The Rising Age Of The First-Time Homebuyer: A Comprehensive Analysis Of Barriers For Emerging Adults, Stephanie Miller
The Rising Age Of The First-Time Homebuyer: A Comprehensive Analysis Of Barriers For Emerging Adults, Stephanie Miller
Honors Projects
The average age of a first-time homebuyer in the United States was 38 years old in 2024. This is a significant increase compared to previous generations, who often achieved homeownership in their late twenties. This project examines structural, economic, and sociological barriers that prevent emerging adults, particularly recent college graduates, from entering the housing market. Through an analysis of national data from the National Association of Realtors, the U.S. Government Accountability Office, and Freddie Mac, this paper examines how inflation, limited housing inventory, stagnant wages, restrictive zoning policies, and increasing debt amounts have had disproportionate effects on young buyers. Regardless …
The Dream We All Share, Austin C. Pence
The Dream We All Share, Austin C. Pence
Student Works
We all dream about the same things— owning a home, traveling where we want, and taking care of the people we love. For a lot of us, that feels far away. 1 Original Graphic by Austin Pence, Source: Investor.gov, U.S. government resource providing financial education and investment tools. After all, we’re college students. Between tuition, housing, and Taco Bell runs, saving for retirement feels about as real as gray hair.
But here’s the truth: the earlier you start saving— even just a few dollars a month—the easier your financial life becomes later. You don’t need to be rich to start; …
Compensation Transparency In The U.S. Healthcare Workforce, Brandon Perkins
Compensation Transparency In The U.S. Healthcare Workforce, Brandon Perkins
Honors Projects
This study investigates how perceptions of pay transparency among U.S. healthcare workers relate to work engagement, burnout levels, and intentions to stay with their current institution. A quantitative survey was conducted of 200 clinical and non-clinical employees across academic, nonprofit, for-profit, and government healthcare organizations. Self-reported views of transparency were evaluated in relation to validated measures of work engagement, burnout, stay intentions, and pay secrecy. The results showed that increased perceived compensation transparency was highly connected with greater work engagement and lower levels of burnout. Both engagement and burnout appeared as major indicators of the employees' intentions to stay with …
Internal Control Strategies To Reduce Occupational Fraud In Small Business, Karen Walauskas
Internal Control Strategies To Reduce Occupational Fraud In Small Business, Karen Walauskas
Walden Dissertations and Doctoral Studies
Small businesses can be at a heightened risk of occupational fraud if their internal control strategies are not effective. This risk is a major concern for small business owners, who might face financial and operational challenges as a result. Grounded in Cressey’s fraud triangle framework, the purpose of this qualitative multiple case study was to explore effective internal control strategies to reduce the risk of occupational fraud from occurring. Participants were six small business owners in New England who had developed effective internal controls. Data were collected through semistructured interviews and employee handbooks. Through thematic analysis, four themes emerged, including …
Estate Planning Techniques: Why Not? Make The Donee Pay The Gift Tax!, Byrle M. Abbin
Estate Planning Techniques: Why Not? Make The Donee Pay The Gift Tax!, Byrle M. Abbin
Tax Adviser
No abstract provided.
Digital Marketing Strategies To Meet Digital Consumers’ Behavior In The New Era: Challenges, Path, And Interventions To Navigate The Technological And Social Turbulence, Dario Natale Palmucci, Christian Di Prima, Vittoria Magrelli
Digital Marketing Strategies To Meet Digital Consumers’ Behavior In The New Era: Challenges, Path, And Interventions To Navigate The Technological And Social Turbulence, Dario Natale Palmucci, Christian Di Prima, Vittoria Magrelli
Economic and Business Review
This paper examines how digital marketing is being reshaped by five interrelated tensions: balancing data privacy and personalization; navigating global–local dynamics (including cultural sensitivities and country-of-origin effects); integrating artificial intelligence without losing human connection; ensuring authentic communication to mitigate reputational risks linked to environmental, social, and governance (ESG) and ethical storytelling; and responding to shifting consumer preferences, particularly among younger generations. We combine a targeted literature review with semistructured interviews of marketing professionals across industries and seniority levels. Findings portray marketers as “tightrope walkers” who negotiate paradoxes that redefine the function. We propose an integrated framework that synthesizes previously fragmented …