Business Commons^™

Honesty In Marketing Communications: The Role Of Humor, Can Trinh

Atlantic Marketing Journal

Amid the crisis of trust in the marketplace, there have been increasing calls for advertisers to show more honesty in marketing communications. However, firms are still hesitant to follow suit out of concerns that more honesty may mean more losses than gains. Against such background, there is still scant empirical evidence about the effect of honest marketing communications on marketing outcomes to help provide practical guidance for marketers. The present research helps fill this crucial gap by examining the role of humor in honest marketing communications. Three studies in this research reveal novel insights that an interrelationship exists between humor …

The Impact Of “Humorous” Ads Featuring Social Media Influencers On Perceptions Of The Influencer, Brand, And Purchase Intention, Jason L. Snyder, Robert Forbus

Atlantic Marketing Journal

The present study explored the use of humor in social media ads that featured both a product being advertised and a social media influencer (SMI). Using extant literature and the theory of planned behavior as guides, the goal of the study was to explore the role of perceived humorousness on consumer perceptions of the SMI, the ad, the brand, and consumer purchase intentions. The experiment (N = 292) exposed self-identified males living in the U.S. between the ages of 18 and 40 to one of two versions of an ad for a men’s grooming product. The ads were run …

Familiarity, Sensationalism, And Forward Referencing In Celebrity Clickbait: Effects On Curiosity And Click Intention, Cynthia B. Hanson

Atlantic Marketing Journal

This study investigates the effects of celebrity familiarity, sensational copy, and forward referencing on curiosity and intention to click on a digital post using a 2 (familiar/unfamiliar celebrity) X 2 (high/low sensationalism) X 2 (high/low knowledge gap) experimental design. The results show that curiosity and click intention are significantly greater when the copy points to missing information and when familiarity is greater, supporting the information gap theory of curiosity and illustrating its application to the forward referencing technique used in clickbait. However, contrary to expectations, sensational copy produced lower levels of arousal, curiosity, and click intention, suggesting a backlash against …

The Impact Of The Anthem Protest Movement And Covid On Nfl Viewership, George W. Stone, Michael A. Jones, Kirsten Passyn

Atlantic Marketing Journal

This research is based on 3 different surveys conducted over several NFL football seasons. The first study investigated the impact of the Anthem Protest Movement on the attitude of NFL fans. The “Anthem Protest” reemerged during the 2020 season during the “lockdown” season associated with the COVID epidemic. Co-mingled with COVID and societal unrest, many analysts were predicting irreparable harm to the NFL’s once indomitable position as America’s favorite sport resulting from this confluence of events. Given the importance of the topic in terms of future NFL fan support, this report looks back over the last several NFL seasons to …

Exploring Entrepreneurial Intention And Subjective Beliefs: A Comparative Analysis Of General Education Schools And Commercial Schools, Julia Riess, Bettina Fuhrmann, Gerhard Geissler

International Journal for Business Education

This study examines the entrepreneurial intentions of Austrian secondary school students, specifically comparing students from commercial schools with those from general education schools. We analyzed 2,329 data sets and found that subjective beliefs, primarily behavioral and control beliefs, significantly influence entrepreneurial intentions. In addition, demographic factors such as gender, language, acquaintance with entrepreneurs, and school type play a significant role in explaining the variance in entrepreneurial intentions.

Our detailed analysis shows that students from commercial schools have stronger entrepreneurial intentions and subjective beliefs. Particularly notable are the differences in behavioral beliefs, where students from commercial schools find all aspects of …

Literature Review Of Extended Reality Research In Consumer Experience: Insight From Semantic Network Analysis And Topic Modeling, Hansol Choi, Hyemi Lee

Asia Marketing Journal

Extended Reality (XR) technology, the umbrella term covering hyper-realistic technologies, is known to enhance consumer experience and is therefore developing rapidly and being utilized across various industries. Growing studies have examined XR technology and consumer experience; however, the literature has failed to fully explore hyper-realistic technology through a holistic perspective. To fill this gap, we analyzed 720 Korean and international articles through semantic network analysis and topic modeling and identified the literature on XR research in consumer experience. As a result, we extracted six main topics: “Tourism,” “Buying Behavior,” “XR Technology Acceptance,” “Virtual Space,” “Game,” and “XR Environment.” The results …

Observer Responses To Others' Charitable Donations: Effects Of The Donor Social Class-Donation Type Interaction, Shinhyoung Lee

Asia Marketing Journal

The social impact of observing others' charitable donations remains underexplored, with few studies examining the influence of donors' social class. Across three experiments, we investigated how the donor social class-donation type interaction influences the observers' perceived sacrificial costs or desire for a moral self-identity, which consequently affects their willingness to donate. The participants perceived higher costs when lower-class donors made monetary donations, but for time donations, they saw no difference in sacrificial costs by donor social class. Moreover, when the hourly wage was emphasized, the participants felt an increased desire for a moral self-identity from higher-class donors' monetary donations and …

Identifying The Actual Impact Of Online Social Interactions On Demand, Dong Soo Kim

Asia Marketing Journal

Firms often engage in manipulating online reviews as a promotional activity to influence consumers' evaluation on their products. With the prevalence of the promotional activities, consumers may notice and discount the reviews generated by the promotional activities. Discounting the firm-generating reviews may cause systematic measurement errors in the valence variable and lead to a negative bias when estimating the effect of consumers' organic reviews on demand. To correct the bias, this study proposes including product-specific bias-correction terms representing the proportion of extreme reviews in analysis. For illustration, the proposed method is applied to a demand model for data of movies …

Crisis To Opportunity: The Role Of Consumer Awareness In Mergers And Acquisitions (M&As) During The Covid-19 Pandemic, Hojoon Jang, Junhee Seok, Jongdae Kim

Asia Marketing Journal

In the uncertainty fueled by the COVID-19 pandemic, mergers and acquisitions (M&As) have emerged as key strategic responses by firms. This study explores the impact of M&As on acquirers' firm value, utilizing a firm-level panel dataset from SDC Platinum. Empirical evidence recognizes the potential negative impact of transaction value in M&As and the pandemic's effect on market volatility that may occasionally exacerbate the adverse influence on acquirers' firm value. The findings indicate that effective marketing strategies, such as enhancing consumer awareness through increasing advertising expenditures, can counterbalance these influences, particularly during uncertain times. This study accentuates the importance of adaptability …

Incomplete Decisions On Reward-Based Crowdfunding Platforms: Exploring Motivations From Temporal And Social Perspectives, Kwangwook Gang, Hoon S. Cha, Ilyoo B. Hong

Asia Marketing Journal

This study explores incomplete decision-making dynamics on reward-based crowdfunding platforms, focusing on temporal and social factors influencing backers' decisions. Utilizing the temporal aspect (i.e., pledging campaign phase) and social aspect (i.e., current pledged amount ratio) as stimuli within the stimulus-organism-response framework, our findings reveal that nearly 50.9% of respondents change their initial decisions, highlighting widespread incomplete information processing. Backers are more prone to altering decisions under heightened time pressure and display herding behaviors. Furthermore, backers exhibit an increased likelihood of changing decisions under heightened time pressure, coupled with a greater chance that the pledged goal amount will not be achieved. …

Dentistry And The Law: Why Dentists Must Pay Attend To Antitrust Law, Dan Schulte Jd

The Journal of the Michigan Dental Association

In this month’s Dentistry and the Law column, Dan Schulte, JD, MDA Legal Counsel, emphasizes the importance of understanding antitrust laws for dentists. He explains that agreements between competitors that restrain trade are illegal and highlights the risks of price-fixing and group boycotts. Dentists should avoid any activities that may be construed as anticompetitive. Enforcement of antitrust laws can lead to criminal or civil actions, making awareness crucial.

Leading Horses To Water During A Pandemic: Assuring Communication Learning For "Quants", Thomas Hall

International Journal for Business Education

Students who are attracted to quantitative disciplines of study can be reluctant to devote much attention to the important task of communicating, and previous research (Hostager, 2018) has identified statistically significant differences in learning approaches by major among undergraduate business students. This paper presents results of learning assurance for writing skills (direct measures) even when the content of the course relates to the highly quantitative topics of data analytics and finance. The approach combines various pedagogical methods in an undergraduate, writing-intensive setting: traditional testing but in an iterative framework, “flipped classroom” intensive work using spreadsheet software, repeated submission of brief …

Mlcp Of Red Bull, Micah Winningham

Scholarly Horizons: University of Minnesota, Morris Undergraduate Journal

Red Bull is a marketer and distributor of one of the first major sports drinks to be introduced into the world, called the same name: Red Bull energy. Since the inception of the drink in the mid 1980’s by Dietrich Mateschitz in Austria as an attempt to create an alternative to coffee, the drink and brand of the Red Bull organization have exploded into one of the most popular and recognizable organizations of all time. The brand pushes the idea of their product giving the greatest boost of energy, and their slogan “Red Bull gives you wings!” reinforces the idea …

Experiencing High Loneliness Increases Evaluation Of Products In Social Media Ads, Youjung Jun, Taehyeon Eom

Asia Marketing Journal

This research investigates how loneliness affects people’s preferences for products that appear in social media ads. Four studies examine the impact of loneliness that is both measured in an established scale and situationally induced via a recall task. Individuals who experience higher levels of loneliness evaluate the same products more highly when they are advertised in a social (i.e., Instagram) compared to non-social (i.e., brand website) media platform. This effect occurs because loneliness increases people’s attention to others’ social evaluation of a product, and social media ads provide this information via social cues such as “likes” embedded in the ads. …

Enhancing Customer Happiness Through Corporate Social Responsibility: Unveiling The Impact Of Csr On Customer Well-Being, Cheonglim Lee, Yongju Kwon, Youjae Yi

Asia Marketing Journal

Previous literature supports the importance of corporate social responsibility (CSR) by demonstrating its effects on various aspects of firm performance. However, the extent to which CSR contributes to social well-being, its original objective, has rarely been examined. The current research investigates the impact of customers’ perceived CSR of service firms on customer happiness. Two studies confirm our proposition that perceived CSR increases customer happiness by enhancing perceptions of warmth and competence associated with the service company. Furthermore, we examine how the type of service moderates this effect. Specifically, we find that the indirect effects of CSR on customer happiness through …

Uncovering The Relationship Between Esg Practices And Firm Value: The Role Of Reputation And Industry Sensitivity, Yanghee Kim, Hojoon Jang, Junhee Seok

Asia Marketing Journal

Considering the rising interest in environmental, social, and governance (ESG) globally, various studies have shown that ESG practice increases firm value; however, there is still much debate. This study focuses on the relationship between ESG practice and firm value. Further, we identify the mechanisms constituting this relationship to address relevant research gaps. Specifically, this study examines the connection between ESG practice and corporate valuation, emphasizing the mediating role of a company’s reputation. Using panel analysis of data from 145 Korean firms (2014-2021), the study reveals that ESG practices notably enhance firm value, signaling their significance to stakeholders. Corporate reputation acts …

Jay-Customer Behavior's Influence On Job Stress And Customer Orientation: Perceived Organizational Support's Moderating Effect, Li Mei Liu, Seong Ho Lee, Jin Choi

Asia Marketing Journal

The study aimed to analyze jay-customer behavior's impact on service industry employees' job stress to understand the importance of personnel management. Additionally, it aimed to identify strategies for managing job stress by examining perceived organizational support's moderating effects. The results show that the subdimensions of jay-customer behavior (i.e., verbal aggression, physical aggression, and sexual harassment) positively influenced employees' job stress. Second, job stress acts as a mediator between customer verbal and physical aggression and customer orientation, but not between customer sexual harassment and customer orientation. Third, organizational support had a moderating effect on the association between customer verbal aggression and …

Motives For Consumer Behavioral Engagement On Brand-Related Social Media Content : A Study Based On Organismic Integration Theory And Personality, Chi T.K Nguyen, Jusik Park

Asia Marketing Journal

This study adopts organismic integration theory (OIT) to classify and contrast the predominant roles of five motivations (i.e., economic incentives, self-presentation, information acquisition, altruism, and enjoyment) in fostering three levels of behavioral engagement on brand-related social media content. This study further examines the moderating effect of personality (thinkers vs. feelers) on these relationships. The results of PLS-SEM reveal the greater impact of autonomous motivations on content consumption (enjoyment and information acquisition) and content contribution and creation (altruism and information acquisition), compared with controlled motivations (self-presentation and economic incentives). This study also finds that thinkers mostly engage on brand-related content for …

A Comparative Analysis Of School Choice Factors Influencing Non-Collegiate Flight School Selections Between Groups Of Nontraditional, Traditional, And Teenage Student Pilots, Jingmin Jin Ph.D.

Journal of Aviation/Aerospace Education & Research

To assist with exploring strategies for effectively promoting vocational noncollegiate flight schools to diverse student markets of nontraditional student pilots, traditional student pilots, and teenage student pilots, this study compared and analyzed school choice factors of marketing approaches, relevant people, institutional features, and training program features that influenced these three groups of student pilots’ school selections. The study data was collected via a survey questionnaire, and the sample included 176 participants. There were 42 choice factor survey items, and the participants were guided to rate the level of influence of each factor on their school choice decisions. Descriptive statistics and …

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 …

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 …

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

Jurnal Administrasi Bisnis Terapan (JABT)

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 …

Faux Feminism In A Capitalistic Fever Dream: A Review Of Greta Gerwig's Barbie (2023), Amy La Porte, Lena Cavusoglu

Markets, Globalization & Development Review

Somewhere between meaningful discourse about female agency and the commercial interests of a problematic doll franchise lies Mattel's box office hit film Barbie, directed by Greta Gerwig. In a script-flipping interpretation of the real-world patriarchy, it catapults itself into overdue discussions about gender norms, objectification, and the pursuit of Westernized beauty ideals. While it may have introduced liberationist theories to a new generation of women, ultimately it is a film bound by cognitive dissonance. This paper will delve into the profit-making protagonist at the center of its story and argue the film's underlying incompatibility with diversity, feminism, and social …

Brand Activism And Democratic Legitimacy: Exploring Pitfalls Through A Habermasian Analysis, Roxan Degeyter

Emancipations: A Journal of Critical Social Analysis

Brand activism has emerged as a prominent practice among corporations, as they publicly take a stand on contentious socio-political issues such as gender inequality, climate change, or discrimination, often through advertising. While extensive research has been conducted on the impact of brand activism as a marketing tool, examining its effects on sales, brand image, consumer attitudes, and authenticity, only a limited number of studies have studied its influence on public debate and processes of democratic legitimation. The latter have portrayed brand activism as an empowering force for the supported social movements, the public sphere, and democratic legitimacy, largely ignoring the …

New Approaches For Teaching Advertising: Looking Through The Lens Of Social Justice To Affect Career Behaviors And Choices, Pamela K. Morris, Minjin (Mj) Rheu

Jesuit Higher Education: A Journal

This exploratory study reviewed how a way of teaching advertising and strategic communication through the lens of social justice and as an active agent to impact society influenced student perspectives. Weaving together engaged scholarship and engagement of hope as a framework for investigation, an introductory advertising course was designed to incorporate social justice, diversity, equity, and inclusion (DEI). Students were interviewed about their learnings, feelings, and career hopes and choices. Assignments and year end reflections were also examined for ideas of social justice and pedagogical approaches. Findings indicate students are knowledgeable of the power and influence of advertising and are …

Unethical Marketing And Advertising To Children: Need For Regulation, Dr Sheetal Kapoor, Vikas Trivedi

International Journal on Consumer Law and Practice

The International Organization for Standardization (ISO) lays emphasis to regulate advertising targeted at children globally as kids are inexperienced and vulnerable to adverse impact of promotions by marketers and such regulations are trailing behind.1 Ensuring a robust regulatory mechanism and its effective enforcement remains the biggest challenge globally. The present paper studies the rationale of advertisements targeting children, assesses the impact of contemporary media advertisements on children and appraises the existing regulatory landscape of children targeted advertisements in India. It pushes for the need for stronger regulatory framework in the emerging markets.

International Tourists' Perceptions Towards Destination Brand Image: A Case Study Of Socotra Island, Yemen, Ahmed Abdullah Omer, Madhuri Sawant, Rajesh Ragde

Journal of Tourism Insights

The influence of brand image on consumer behavior is widely recognized. It affects how tourists make pre-purchase decisions, making destinations with more substantial images more likely to be chosen. Additionally, the destination needs a strong brand image to maintain its position in the competitive business world. Product differentiation is crucial because Socotra Island, the research area, has a unique landscape, botanical, marine, and bird biodiversity, and cultural and heritage features and offers tremendously attractive destinations. Purposive random sampling was used to gather data from 410 international tourists at the sample locations for this study, which intends to examine how tourists …

Gift Sharing On Social Media: What Drives It?, Mira Lee, Yoon-Hee Kang

Asia Marketing Journal

This study examines factors influencing gift sharing on social media. An online survey gathered data from American adults. It investigates how motivations for social media content posting, gift attributes, giver characteristics, and recipient reactions affect gift-sharing behavior. Findings show self-expression motives in content posting drive sharing, while social interaction motives do not. Gifts perceived as experiential and expensive are more likely to be shared. Recipient-centric gifts positively influence gift sharing, while giver-centric gifts hinder sharing. Attitude towards the gift predicts sharing, while appreciation does not. The study enhances understanding of gift sharing on social media and offers marketing insights for …

Winning Back Attendance: Effects Of Winning Performance, Online Search, And The Mlb Rule Changes For More Dynamic Games, Rhino Kim, Sue Ryung Chang

Asia Marketing Journal

As Major League Baseball (MLB)’s continuous decline in popularity has caused its game attendance to drop gradually, the league makes a desperate attempt such as game rule changes to remain relevant. Along with the introduction of new rules to make games more dynamic such as the pitch clock, bigger bases, and defensive shift limitations, it is important for MLB franchises to understand drivers for game attendance. We focus on the effect of accumulated winning performance of the two teams on game attendance, one of the key drivers of game attendance, and investigate how it is influenced by consumer and industry …

The Effects Of Self-Development, Self-Therapy, And Self-Presentation Motivations On Quality Of Life, Visitor Loyalty, And Omnivorous Cultural Engagement Through Visitor Satisfaction In Art Museums: Examining The Moderation Effect Of Age And Attitude Toward Sns Posting, Minyeong Yi, Suna La

Asia Marketing Journal

This study investigates the fulfillment of self-motivation including self-development, self-therapy, and self-presentation on the outcomes such as subjective quality of life, omnivorous cultural engagement, and visitor loyalty via visitor satisfaction in art museums. The analyses on 285 valid survey responses demonstrated that fulfillment of self-development and self-therapy needs have significant positive influence on visitor satisfaction. The effect of fulfilling self-presentation need on visitor satisfaction was found to be moderated by attitude toward SNS posting, while the age factor, based on generations, did not show a significant moderation effect. It was also found that visitor satisfaction positively influences visitor loyalty, including …