Business Commons^™

Distance And Preference For Full Vs. Shared Control: The Moderating Role Of Decision-Maker Self-Construal, Hyeyoon Jung, Peter Magnusson, Stanford A. Westjohn, Yi Peng, Douglas Dow

Marketing Faculty Publications and Presentations

Previous research on the impact of distance on the choice between full vs. shared control international market entry has produced inconsistent results. The authors suggest that the characteristics of the decision-maker may be an important boundary condition, which helps explain this inconsistency. Specifically, the authors examine how differences in decision-maker self-construal influence the effects of distance on entry mode decisions. To investigate the phenomenon, the authors use multiple methods to conduct three separate studies, including two experiments and a meta-analysis. The results offer consistent evidence that the distance-entry mode relationship is stronger for managers with an independent self-construal versus interdependent …

Ecolabel Persuasion Effect Across Cultures: A Comprehensive Meta-Analysis, Franklin Velasco, Omar S. Itani, Paul Cajina

Marketing Faculty Publications and Presentations

Purpose: Companies around the world have included ecolabels as a marketing strategy to convince consumers to choose products with lower environmental impact. However, the literature lacks a consensus on the effectiveness of ecolabels in persuading consumers to choose green products. The present meta-analysis addresses this gap by, first, evaluating the net persuasion effect of using ecolabels and, second, investigating the role of cultural orientations, operationalized at the country level, in this effect.

Methodology: This cross-cultural meta-analysis analyzed data from 26,116 consumers across 18 countries, encompassing 75 papers published between 1995 and 2023. Univariate and meta-regression analyses were utilized.

Findings: …

Felt Something, Hence It Works: Merely Adding A Sensory Signal To A Product Improves Objective Measures Of Product Efficacy And Product Evaluations, Dan King, Sumitra Auschaitrakul, Yanfen (Cindy) You

Marketing Faculty Publications and Presentations

Product efficacy is an important driver of product evaluation and product usage. This research examines how marketers can improve perceived and actual product efficacy. Given the managerial ease of adjusting product design, we demonstrate that adding a sensory signal (e.g., tingling, cooling, fizzing) to a product that promises positive outcomes would improve product evaluations and actual product efficacy. In five studies (and two additional studies reported in the Web Appendix), we show that sensory signaling (vs. nonsignaling) products elicit actual product choice and improve product evaluations, repurchase likelihood, recommendation likelihood, as well as objective measures of product efficacy (such as …

The Effect Of Empathetic Response And Consumers’ Narcissism In Voice-Based Artificial Intelligence, Atieh Poushneh, Arturo Z. Vasquez-Parraga, Richard S. Gearhart

Marketing Faculty Publications and Presentations

Voice-based artificial intelligence, or voice AI, is becoming more prevalent in consumers' daily transactions. Utilizing the perception-action model of empathy, this study aims to understand the holistic nature of empathetic responses in voice AI and how this technology, when rendered empathetic, can affect consumers' attention to auditory information (perceived attention) and auditory information exploration, by reaching expected outcomes of the interactive process, consumer satisfaction, and consumers' willingness to use voice AI. The results of two pretests and two experiments explain the effect of empathetic response in voice AI on consumers' perceived attention and its subsequent effect on consumers' auditory information …

The Effects Of Relationship Quality And Duration On Negative Word-Of-Mouth After A Low-Contact Service Failure, Tuğberk Kara, Tugba Tugrul

Marketing Faculty Publications and Presentations

This article examines the effects of relationship quality (RQ) and relationship duration (RD) on negative word-of-mouth (WoM) after a low-contact service failure. Partial least square structural equation modeling was used to analyze the data collected through a scenario-based online survey (n=153). First, unlike the inconsistent findings in high-contact service research, the results showed that RQ led to decreased negative WoM in low-context service failures, namely telecommunication. Second, this research contributes to the literature by revealing the negative effect of RD on customers’ tendency to spread negative WoM. In addition, RD did not moderate the relationship between RQ and negative WoM.

The 4c Framework: Towards A Holistic Understanding Of Consumer Engagement With Augmented Reality, Philipp A. Rauschnabel, Reto Felix, Jonas Heller, Chris Hinsch

Marketing Faculty Publications and Presentations

Highlights

• The 4C framework highlights four unique characteristics of AR: Consumer, Content, Context, and Computing Device.

• Engagement with AR derives from an alignment of the 4 Cs.

• The paper advances theory by using the lens of complexity theory to explain how to engage consumers in AR experiences.

• The framework offers significant implications for managers and scholars.

• It allows systematic approaches to assess, communicate, and develop AR applications across various disciplines.

Abstract

Augmented Reality (AR) is an emerging concept that impacts many disciplines, such as business, marketing, tourism, gaming, human–computer interaction, and manufacturing. Surprisingly, many scholarly and practical discussions overlook the …

How Does Big Data Affect Organizational Financial Performance In Turbulent Markets? The Role Of Customer-Linking And Selling Capabilities, Omar S. Itani, Ashish Kalra, Amin Rostami

Marketing Faculty Publications and Presentations

The information age provides vast opportunities for organizations to improve their efficiencies by relying on big data-AI empowered analytics (BDA). The purpose of this study is to address the critical question of how BDA-fit affects organizational financial performance, taking into consideration differences between markets and customer change caused by technology turbulence. Using data collected at the firm level and building on Task- Technology Fit Theory and Dynamic Capabilities Theory, empirical results indicate that BDA-fit is important to drive organizational financial performance through the development of customer-linking and selling capabilities. These results vary across markets, with BDA-fit having stronger effects on …

Editorial: Towards An Emerging Science Of Customer Loyalty To Retail Stores: Explanation, Drivers, And Frameworks, Arturo Z. Vasquez-Parraga, Miguel Sahagun, Fabio Musso

Marketing Faculty Publications and Presentations

No abstract provided.

Climate Action Now: How To Fuel A Social Movement, Lama Lteif, Gia Nardini, Tracy Rank-Christman, Lauren Block, Melissa G. Bublitz, Jesse R. Catlin, Samantha N. N. Cross, Anne Hamby, Laura A. Peracchio

Marketing Faculty Publications and Presentations

Our research develops a framework that explores how to fuel the climate movement by accelerating grassroots, community-based climate action. Drawing on insights from consumer psychology, our framework identifies the psychological mechanisms that encourage and motivate people, both individually and collectively, to take climate action, thereby contributing to our understanding of how to advance social action and propel a social movement. Our climate action framework builds on: (1) individuals we describe as climate upstanders who rise up to take climate action with like-minded others, and (2) communities of climate upstanders who engage in collective action aimed at addressing the climate crisis. …

Feature Selection In Intrusion Detection Systems: A New Hybrid Fusion Of Bat Algorithm And Residue Number System, Yakub Kayode Saheed, Temitope Olubanjo Kehinde, Mustafa Ayobami Raji, Usman Ahmad Baba

Marketing Faculty Publications and Presentations

This research introduces innovative approaches to enhance intrusion detection systems (IDSs) by addressing critical challenges in existing methods. Various machine-learning techniques, including nature-inspired metaheuristics, Bayesian algorithms, and swarm intelligence, have been proposed in the past for attribute selection and IDS performance improvement. However, these methods have often fallen short in terms of detection accuracy, detection rate, precision, and F-score. To tackle these issues, the paper presents a novel hybrid feature selection approach combining the Bat metaheuristic algorithm with the Residue Number System (RNS). Initially, the Bat algorithm is utilized to partition training data and eliminate irrelevant attributes. Recognizing the Bat …

Consumer Engagement With Self-Driving Cars: A Theory Of Planned Behavior-Informed Perspective, Linda D. Hollebeek, Choukri Menidjel, Omar S. Itani, Moira K. Clark, Valdimar Sigurdsson

Marketing Faculty Publications and Presentations

Purpose

This study investigates the mediating role of consumer engagement (CE) in the relationship between perceived behavioral control (PBC) and purchase intent and the moderating role of perceived safety in the relationship between PBC and CE in the self-driving car (SDC) context.

Design/methodology/approach

To test the model, a sample of 368 consumers was deployed using partial least-squares structural equation modeling (PLS-SEM).

Findings

The findings reveal that consumers' SDC engagement mediates the relationship between PBC and their intent to purchase an SDC. Consumer-perceived SDC safety also moderates the association of PBC/engagement.

Originality/value

While prior research has examined consumer-based drivers of SDC …

Delivery Preferences Of Omnichannel Consumers, Dinesh Gauri

Marketing Faculty Publications and Presentations

Customers are demanding faster, convenient, and affordable delivery options. Retailers that can meet these demands will be better positioned to succeed in the competitive e-commerce market. This report of US Shoppers provides key insights on the current trends in delivery preferences for shopping,

Sales Team Value Co-Creation In Turbulent Markets: The Role Of Team Learning And Agility, Eddie Inyang, Omar S. Itani, Hayam Alnakhli, Juliana White

Marketing Faculty Publications and Presentations

Value co-creation has emerged as a way for organizations to gain a competitive advantage and differentiate themselves from the competition. In the literature, a positive link has been found between value co-creation and firm performance. However, the impact of sales team value co-creation on performance has been largely unexplored. This study explores drivers of value co-creation by sales teams and its performance outcomes, with market turbulence as a contingency factor. Using a sample of 201 salespeople in 24 sales teams, the results indicate that when sales teams co-create value with customers, they can increase their sales performance. This effect is …

Sustainability And Professional Sales: A Review And Future Research Agenda, Colin B. Gabler, V. Myles Landers, Omar S. Itani

Marketing Faculty Publications and Presentations

Sustainability has become a consideration for every firm operating in today’s business landscape. Scholars are tasked with uncovering bridges and barriers to successfully implement sustainability strategies, and the academic community has largely responded. However, while sustainability research has proliferated across business disciplines, it is conspicuously missing from professional selling and sales management. This is partly due to conceptual ambiguity, but also because sustainability generally involves firm-level policies and programs, and therefore domains like consumer behavior, marketing strategy, and supply chain management have occupied the space. This is problematic because while executives develop sustainability strategies, the sales force is responsible for …

A Desire For Success: Exploring The Roles Of Personal And Job Resources In Determining The Outcomes Of Salesperson Social Media Use, Ashish Kalra, Nawar N. Chaker, Rakesh Singh, Omar S. Itani, Raj Agnihotri

Marketing Faculty Publications and Presentations

Sales researchers have recognized the importance of salesperson social media use in enhancing job outcomes. However, research that considers the influence of salesperson personal factors and the individual's work environment on the impact of social media use on such outcomes (i.e., job satisfaction and salesperson performance) remains neglected in the literature. Leveraging Job-Demand Resource (JD-R) theory, we develop a model that introduces linkages between salesperson social media use, task adaptivity, technology self-efficacy, manager trust, job autonomy, job satisfaction, and salesperson performance. Utilizing a sample of 214 business-to-business salespeople, we find that salesperson social media use positively influences job satisfaction, which …

Online Or In-Store - Shopper Channel Preference Study - 2023, Dinesh K. Gauri

Marketing Faculty Publications and Presentations

As channels converge, consumers have many choices for shopping. Understanding how consumers shop is important for retailers looking to customize their product and service offerings. This report of US Shoppers provides key insights on the current trends in selecting the channels for shopping.

Can Salespeople Use Social Media To Enhance Brand Awareness And Sales Performance? The Role Of Manager Empowerment And Creativity, Ashish Kalra, Omar S. Itani, Amin Rostami

Marketing Faculty Publications and Presentations

Purpose

Although research analyzing the consequences of salesperson social media use in driving sales behaviors and performance outcomes has proliferated in the recent past, there are significant research gaps in the domain. Grounded in task-technology fit theory, this paper aims to propose a conceptual framework that integrates between previously disjointed areas of research and analyzes the relationships between salesperson social media use, brand awareness, creativity, manager empowerment and company performance.

Design/methodology/approach

Survey responses were collected from a multi-industry sample of 158 business-to-business salespeople. Structural relationships were tested using partial least squares structural equation modeling.

Findings

The analysis shows that salesperson …

The Influence Of Self-Construal On Consumer Responses To Sizing Discrepancy, Hyeyoon Jung, Peter Magnusson, Yi Peng

Marketing Faculty Publications and Presentations

Purpose—This study examines how consumers’ self-construal moderates their buying behavior in situations requiring consumers to buy larger-than-expected clothing sizes. We explore the potential effectiveness of two distinct communication strategies - emotional versus informational ad appeals - to mitigate the negative effects of sizing discrepancies.

Design/methodology/approach—A total of three experiments were conducted to examine the proposed framework. Studies 1 and 2 investigate whether self-construal moderates the relationship between sizing discrepancy and purchasing intentions. Study 3 examines the effectiveness of communication strategies in reducing the detrimental effects of sizing discrepancy.

Findings—When encountering sizing discrepancies, we find that consumers with …

Exploring The Darkverse: A Multi-Perspective Analysis Of The Negative Societal Impacts Of The Metaverse, Yogesh K. Dwivedi, Nir Kshetri, Laurie Hughes, Nripendra P. Rana, Abdullah M. Baabdullah, Arpan Kumar Kar, Alex Koohang, Samuel Ribeiro-Navarrete, Nina Belei, Reto Felix

Marketing Faculty Publications and Presentations

The Metaverse has the potential to form the next pervasive computing archetype that can transform many aspects of work and life at a societal level. Despite the many forecasted benefits from the metaverse, its negative outcomes have remained relatively unexplored with the majority of views grounded on logical thoughts derived from prior data points linked with similar technologies, somewhat lacking academic and expert perspective. This study responds to the dark side perspectives through informed and multifaceted narratives provided by invited leading academics and experts from diverse disciplinary backgrounds. The metaverse dark side perspectives covered include: technological and consumer vulnerability, privacy, …

Context In Augmented Reality Marketing: Does The Place Of Use Matter?, Simon Von Der Au, Philipp A. Rauschnabel, Reto Felix, Chris Hinsch

Marketing Faculty Publications and Presentations

Augmented reality (AR) integrates virtual content into a consumer's perception of the real world. While academic interest in AR is growing, most prior research has focused on consumer evaluations of AR content and neglected the physical context in which AR content is consumed. Addressing this research gap, two experimental studies showed that context (e.g., experiencing a virtual sofa at home vs. in a university classroom) impacts consumer judgments and evaluations. The results reveal two primary effects of context. First, contexts in which virtual objects meet users' personal and cultural expectations associated with a specific location (e.g., a sofa in a …

Context In Augmented Reality Marketing: Does The Place Of Use Matter?, Simon Von Der Au, Philipp A. Rauschnabel, Reto Felix, Chris Hinsch

Marketing Faculty Publications and Presentations

Augmented reality (AR) integrates virtual content into a consumer's perception of the real world. While academic interest in AR is growing, most prior research has focused on consumer evaluations of AR content and neglected the physical context in which AR content is consumed. Addressing this research gap, two experimental studies showed that context (e.g., experiencing a virtual sofa at home vs. in a university classroom) impacts consumer judgments and evaluations. The results reveal two primary effects of context. First, contexts in which virtual objects meet users' personal and cultural expectations associated with a specific location (e.g., a sofa in a …

“Turning Role Conflict Into Performance”: Assessing The Moderating Role Of Self-Monitoring, Manager Trust And Manager Identification, Ashish Kalra, Omar S. Itani, Sijie Sun

Marketing Faculty Publications and Presentations

Purpose

This study examines the contextual variables that can curb the negative effects of role conflict on job satisfaction and enhance the positive effect of job satisfaction on creativity and service performance. More specifically, adopting the job demands-resources theory, the authors explore the interactive effect of frontline employee (FLE) self-monitoring and FLE-manager trust on the relationship between role conflict and job satisfaction. Extending this line of inquiry, the authors adopt social identity theory and analyze the moderating effect of FLE-manager identification on the relationship between job satisfaction and creativity and between job satisfaction and service performance.

Design/methodology/approach

Dyadic data utilizing …

A Cross-Cultural Analysis Of Ridesharing Intentions And Compliance With Covid-19 Health Guidelines: The Roles Of Social Trust, Fear Of Covid-19, And Trust-In-God, Md Nazmus Sakib, Fuad Hasan, Md Al-Emran, Reto Felix

Marketing Faculty Publications and Presentations

Ridesharing services such as Uber and Lyft have been substantially affected by the ongoing COVID-19 pandemic. Drawing on social capital theory, the current research investigates how social trust relates to three types of trust in compliance with COVID-19 guidelines and consumers' ridesharing intentions. Analyzing data from two economically and culturally distinct countries, the results suggest that social trust positively affects trust in platform companies' compliance with COVID-19 guidelines (TPC), but not (or to a lesser extent) trust in drivers' (TDC) and other riders (TRC) compliance with COVID-19 guidelines in both the United States and Bangladesh. Importantly, TPC, TDC, and TRC …

The Impact Of Business-To-Business Salespeople’S Social Media Use On Value Co-Creation And Cross/Up-Selling: The Role Of Social Capital, Omar S. Itani, Vishag Badrinarayanan, Deva Rangarajan

Marketing Faculty Publications and Presentations

Purpose

This study aims to develop and test a process model of the effect of social media use by business-to-business (B2B) salespeople on their value cocreation and cross/upselling performance. Adopting a research acquisition perspective, the authors claim that salesperson’s social media use is critical for generating social capital – an operant resource characterized by superior market knowledge, reputation and networking – which, in turn, directly and synergistically enhances value cocreation and cross/upselling outcomes.

Design/methodology/approach

A model is developed based on extant sales research on salesperson’s social media use and social capital theory. Data from B2B salespeople is analyzed using structural …

Can Marketing Transcend Entrenched Gender Biases?, Thinh Nguyen

Marketing Faculty Publications and Presentations

Through a feminist lens, Maclaran and Chatzidakis (2022) challenge conventional assumptions about gender, emphasizing its performative nature shaped by social practices rather than inherent traits. This commentary extends analyses of key themes such as gender performativity, the male gaze, and subject-object binaries within marketing. It critiques how marketing strategies reinforce existing power imbalances and systemic biases rooted in historical narratives. The writing also reflects on media interpretations of gender issues through films like 'Turning Red' and 'Barbie'. By contextualizing gendered marketing within broader societal frameworks, this writing contributes to ongoing dialogues in media studies, sociology, and gender studies, highlighting the …

Moderating Effects Of Likelihood To Use In-Store Technology In Grocery Stores: Perceived Value Of Retailtainment, Adesegun Oyedele, Fuat Firat, Monica Hernandez, Emily Goenner Munson

Marketing Faculty Publications and Presentations

The purpose of this study is the assessment of the moderating effects of consumers’ likelihood to use instore technologies on the relationship between retailtainment value and satisfaction with retailtainment in physical grocery stores. A questionnaire designed to test our model was administered to 332 undergraduate students. The data were analyzed using AMOS-SEM. The results show that perceived benefit, enjoyment, and unique values of retailtainment were significant in explicating satisfaction with retailtainment. Regarding the interaction effects of likelihood to use instore technology, the results reveal the positive relationship between human interactivity-instore, benefits, and unique values, and the dependent variable satisfaction with …

Metaverse Marketing: How The Metaverse Will Shape The Future Of Consumer Research And Practice, Yogesh K. Dwivedi, Laurie Hughes, Yichuan Wang, Ali A. Alalwan, Sun J. (Grace) Ahn, Janarthanan Balakrishnan, Sergio Barta, Russell Belk, Dimitrios Buhalis, Reto Felix

Marketing Faculty Publications and Presentations

The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse's impact on users and organizations but also the societal and cultural implications of widespread usage. The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketing‐ focused discourse on the key challenges and transformative opportunities for marketers. Drawing on insights from expert contributors, this study examines the marketing implications of the hypothetical widespread adoption of the metaverse. We identify new research directions and propose …

Extending The Diversity Conversation: Fashion Consumption Experiences Of Underrepresented And Underserved Women, Lena Cavusoglu, Deniz Atik

Marketing Faculty Publications and Presentations

This research brings in the voice of underserved and underrepresented women of various racial or ethnic origins and social classes, who have differing buying powers, sexual orientations, body shapes, and physical appearances, into the conversation of fashion diversity. Through a qualitative inquiry with 38 semi-structured in-depth interviews, the researchers analyzed the consumption experiences of diverse women to expose what the fashion scene is lacking. The study's main contribution is the depiction of overlooked diversity categories in fashion, such as the non-White and non-Black women of color, women of average sizes, and women with characteristics that the fashion industry has long …

Overcoming Bias Against Funding Of Female-Led Entrepreneurial Initiatives: The Democratizing Influence Of Online Crowdlending Platforms, Shivendu Pratap Singh, Trina A. Sego, Shikhar Sarin

Marketing Faculty Publications and Presentations

Crowdlending platforms are becoming an increasingly prominent alternative funding channel for marginalized entrepreneurs to traditional financing. We examine whether the gender bias generally seen in conventional funding channels extends to the funding of female-led ventures in online platforms and how this potential bias affects service businesses. Our analysis of the KIVA crowdlending platform suggests that while online crowdlending platforms exert a democratizing influence on the funding of female entrepreneurial ventures, female-led service businesses were less able to get financing, mainly for larger loan amounts and longer loan terms. Our findings have significant implications for female entrepreneurs working for marginalized/social causes.

Harnessing The Power Within: The Consequences Of Salesperson Moral Identity And The Moderating Role Of Internal Competitive Climate, Omar S. Itani, Nawar N. Chaker

Marketing Faculty Publications and Presentations

The purpose of this research is to examine the notion of salesperson moral identity as a prosocial individual trait and its associated effects on customer and coworker relationships. In addition, this study examines the underlying processes in which these effects occur as well as the moderating role of internal competitive climate. Our empirical investigation of business-to-business (B2B) sales professionals reveals that moral identity has both direct and indirect effects on a salesperson’s customer- and team-directed outcomes. Specifically, our results demonstrate that salesperson moral identity positively affects both salesperson-customer identification and organizational identification, which, in turn, impact customer service provision and …