Business Commons^™

The Effect Of Adding Students To School-Parent Communication To Improve Parental Attendance At School Events, Amanda Sue Kirby Hart

Doctoral Dissertations and Projects

This quantitative, quasi-experimental static group comparison study aimed to determine parents' perspectives on their school involvement and the effects of student influence on parent attendance at school events when communication methods included students and parents. Communication about ways parents can become involved with their student's school is vital in improving the connection between parental involvement and student achievement. Sample participants included the parents of 381 elementary school students (Kindergarten-Fifth Grades) of one public charter school. The parent involvement events consisted of two asynchronous parent involvement videos, one for reading and one for math, delivered through the Family Involvement Questionnaire emailed …

Social Media Marketing: Coffee Chains, Sunny Woods

Whittier Scholars Program

Coffee chains use various marketing strategies on social media to engage their target audience. I specifically examined Coffee Bean & Tea Leaf, Starbucks, and Dunkin’ through their content and the number of likes and comments on Twitter, Instagram, and Facebook for the year of 2022. I found that Coffee Bean & Tea Leaf uses psychographic segmentation, real time marketing, and seasonal marketing for their content. They focused on targeting users who live in California by posting content that goes along with California’s weather, such as cold drinks even in the winter time. Starbucks posted content that was emotion evoking, action-inducing, …

Redesigning An Effective Pathway To Consumer Loyalty For Sustainable Competitive Advantage, Stephen P. Panczak

Doctoral Dissertations and Projects

The qualitative case study aimed to study the impact of leadership behaviors on delivering hospitality frontline employee services to customers to sustain consumer loyalty and gain a sustainable competitive advantage in the South Florida hospitality and tourism industry. The flexible design allowed the researcher to develop specific research questions while focusing on the problem statement, which addressed the potential inability of U.S. business leaders in service-related industries to gain customer loyalty, resulting in the possible loss of competitive advantage for the organizations. The researcher selected a highly successful South Florida luxury hotel resort, and twenty-nine professionally diversified participants were interviewed …

Engaging An Unengaged Demographic: A Phenomenological Study Of Christian Millennials’ Engagement With Religious And Nonreligious Memberships, Stephanie F. Prince

Doctoral Dissertations and Projects

Church membership is declining worldwide. Studies show that Millennials are less likely to belong to a church than previous generations. Even among churched Millennials, only 48% of church-attending Millennials are church members. Simultaneously, organizations such as health, fitness, and social clubs are seeing an increase in Millennial membership growth. Brand loyalty is high among Millennials, but church loyalty is low even among practicing Christian Millennials who attend church at least once per month. The purpose of this qualitative phenomenological study was to explore how practicing Christian Millennials understand the nature of engagement with church and nonreligious memberships and the factors …

2023 December, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for December of 2023.

The Persuasive Effect Of Ai-Synthesized Voices, Hannah H. Chang, Anirban Mukherjee

Research Collection Lee Kong Chian School Of Business

Artificial intelligence (AI) technology seeks to emulate humans. One aspect is AI-synthesized voices, used in voice assistants (such as Amazon Alexa, Apple Siri, and Google Assistant) to assistive technologies (such as voiceover narration in product videos). For example, there are currently more than 3.25 billion voice assistants; a number that is expected to touch about 8 billion by next year (i.e., 2023) (Statista 2022). With the extensive availability and enhanced accuracy of AI-synthesized voices, consumer research is starting to examine the impact of AI-synthesized voices on consumer information processing and decision making. The extant literature, however, is relatively limited because …

Practicing And Marketing With Empathy In Libraries, Wren Daniel Ambroise

Library Philosophy and Practice (e-journal)

In 2017, Abigail Phillips, a postdoctoral fellow at Utah State University wrote, “The role of empathy in the library has been infrequently researched in library and information science (LIS) literature. However, as demonstrated in the reactions of libraries and librarians during recent social movements, empathy is a critical component of librarianship and routine library work” (Phillips 1). Over the last twenty years, numerous researchers have argued the same; this paper enters into conversation several texts from the late 2000s to the early 2020s that conceptualize the intersections between empathy marketing and librarianship and/or put them into practice. It first defines …

De-Influencers And Social Media Trends, Misha Harneja, Emma Han

Student Scholar Symposium Abstracts and Posters

Influencers are content creators who collaborate with brands to promote a brand image or specific products to their followers.

In a new social media trend, influencers have also become “deinfluencers” who advocate against certain behaviors or products. Throughout this project, we aim to understand the new “trend” of “deinfluencers”.

The diversity of opinions and motivations for deinfluencers makes it challenging to uncover their motivations for creating this type of content. Our project combines secondary data research on popular press articles and primary data collection on Instagram and TikTok.

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 …

Creating An Experiential And Values-Based Classroom, Bryan Buechner

Celebration of Teaching

In my project, I will present strategies to create an engaging and experiential environment where students are co-creators of value in the course. I will share how to incorporate Xavier’s Mission into the student learning and the classroom environment by discussing how to create pedagogy that links Bloom’s Taxonomy to Xavier’s Jesuit Values. Additionally, I will discuss strategies to facilitate experiential learning and solicit student feedback. These include tactics related to formal and informal feedback, ungraded assignments, team-based projects, and classroom discussions. Collectively, this project highlights the importance of creating a comfortable learning environment in which students increase their knowledge …

A Review Of Two Decades Of Research On Language In International Management (1997 - 2022) - Supplemental Material, Yung-Hwal Park, Kevin Lehnert

Other Faculty Publications

This research reviews over two decades of research on language within international management. This comprehensive review codes and summarizes 263 articles, highlighting the impact of language in various strategic areas of management: language policy; HRM and organizational behavior; internationalization; HQ-subsidiary relationship; knowledge sharing; corporate reporting and governance; and mergers and acquisitions (M&A) and inter-firm strategic collaboration. This study also highlights two major needs within the discipline (internal vs. external focus of language and level of analysis – individual, group and organizational), and addressed the call for a broader future research agenda.

2023 November, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for November of 2023.

Immersive Retailing: The In-Store Experience, Henrik Hagtvedt, Chandukala, Sandeep R.

Research Collection Lee Kong Chian School Of Business

This conceptual article explores why consumers visit physical stores—despite living in a digital-first world—and presents potential ways for retailers to further encourage offline shopping. Although online retailing tends to offer the greatest convenience, brick-and-mortar outlets can offer an immersive in-store experience that combines convenience and interest. The present exposition considers store features within a 2 × 2 typology of convenience and interest and illustrates how these features contribute, or fail to contribute, to immersive in-store experiences. Other factors, such as ambient stimuli that elicit sensory- and aesthetic pleasure, provide additional paths to immersion. The notions raised may serve as a …

Curating A Consumption Ideology: Platformization And Gun Influencers On Instagram, Jenna M. Drenten Ph.D., Lauren Gurrieri, Aimee Dinnín Huff, Michelle Barnhart

School of Business: Faculty Publications and Other Works

This study explores how a platform enables social media influencers to promulgate a consumption ideology. We show how gun influencers, or “gunfluencers,” use Instagram to link products, activities, and meanings to Second Amendment ideology – a gun-centric belief system in the United States colloquially known as “2A ideology.” Through a qualitative study of 25 Instagram gunfluencers, we identify a process of curating a consumption ideology wherein social media influencers employ four curatorial tactics: glamourizing, demystifying, victimizing, and tribalizing. Findings suggest gunfluencers extend audiences and leverage algorithms to prescribe and model how supporters of 2A ideology should look, act, speak, feel, …

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,

Let's Speculate About It: When And Why Consumers Want To Discuss Mystery Products, Aleksandra Kovacheva, Hillary Wiener

Marketing Faculty Scholarship

Research suggests that mystery products can be appealing to consumers and can motivate interest and purchase. In this paper, we examine a different benefit of these offerings – their effect on driving conversation. We propose that such products can prompt a conversation due to their ability to motivate joint speculation, or the process of thinking about possible resolutions of the uncertainty with others. We define this novel driver of conversation, delineate it from related constructs, and situate it in the literature. We then provide initial evidence for the proposed theory in seven studies (n = 2,835), demonstrating that mystery …

Sports Marketing And Branding Among Gen Z And Their Digital Associations, Jordan C. Basso

Student Publications

This study addresses the intersection between sports marketing and branding among Generation Z, investigating the challenges, opportunities, and evolving dynamics in the digital realm. The problem at hand revolves around the intricate web of issues faced by athletes and stakeholders, including the implementation of Name, Image, and Likeness (NIL) rules, ethical considerations, and the transformative impact of social media. Background information was gathered from peer-reviewed literature. Using a qualitative research method, five participants from diverse sporting backgrounds provided insights through interviews. The participants were asked questions in a semi-formal setting about their personal experiences, background and understanding, education on these …

2023 October, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for October of 2023.

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 …

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 …

Deciphering Consumer Commitment: Exploring The Dual Influence Of Self-Brand And Self-Group Relationships, Brittney Bauer, Brad D. Carlson, Mark J. Arnold

School of Business: Faculty Publications and Other Works

Consumer-brand relationships are highly valued as brand-committed consumers are thought to deliver many positive outcomes for affiliated brands. However, in addition to connections between individuals and brands, consumer-brand relationships also involve relationships between individuals and other brand users. Little attention has been given to the potential consequences associated with commitment to other brand users as compared to the brand itself. Therefore, our framework establishes two distinct types of consumer-brand relationships (i.e., self-brand relationships vs. self-group relationships) that differentially influence brand commitment versus group commitment, leading to contrasting effects on both desirable and undesirable brand outcomes. Specifically, our studies illuminate …

2023 September, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for September of 2023.

Impact Of Sex In Luxury Fashion Advertisements On Brand Attractiveness And Identification, Alyssa Dana Dana Adomaitis, Diana Saiki, Juan Del Pozo Severino

Publications and Research

Purpose

This study examined perceived brand attractiveness of and identification with fashion luxury brands given different levels of sexuality in advertisements. Sex in advertisements has become increasingly more common to generate attention and interest in fashion luxury products, with limited research on its influence on the consumer. However, the use of sexuality in luxury advertisements may counter the ethical expectations of brands by the current consumer in the United States.

Design/methodology/approach

A sample of 1,266 males and females completed a survey on brand attractiveness and identification after examining an advertisement of a luxury fashion product. Participants were assigned an advertisement …

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 …

2023 August, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for August of 2023.

More Voices Persuade: The Attentional Benefits Of Voice Numerosity, Hannah H. Chang, Anirban Mukherjee, Amitava Chattopadhyay

Research Collection Lee Kong Chian School Of Business

The authors posit that in an initial exposure to a broadcast video, hearing different voices narrate (in succession) a persuasive message encourages consumers’ attention and processing of the message, thereby facilitating persuasion; this is referred to as “the voice numerosity effect.” Across four studies (plus validation and replication studies)—including two large-scale, real-world datasets (with more than 11,000 crowdfunding videos and over 3.6 million customer transactions, and more than 1,600 video ads) and two controlled experiments (with over 1,800 participants)—the results provide support for the hypothesized effect. The effect (1) has consequential, economic implications in a real-world marketplace, (2) is more …

Cancel Anytime! How Easy Cancellation Options Enhance Purchase Intentions For Services That Require Long-Term Commitments, Sohyeon Park, Kacy Kim, Seolwoo Park, Yung Kyun Choi, Sukki Yoon

Marketing Department Faculty Journal Articles

The authors recognize that an uncertain environment associated with prolonged pandemic conditions have made consumers reluctant to make long-term contractual commitments in various retail contexts. Hypothesizing that retailers might offer cancellation options to motivate consumers to undertake long-term commitments, the authors conduct two studies in which cancellation messages accompany ads for an online language course and a gym membership. Findings indicate that retailers can alleviate the pressures associated with long-term commitment decisions and can heighten purchase intentions by providing cancel options for consumers who register for services requiring long-term but not short-term commitments. Perceived goal achievability is identified as an …

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.

Public Services Quarterly Marketing Column Index, 2013-2023, Katy Kelly

Roesch Library Faculty Publications

Public Services Quarterly (PSQ) is a journal published by Taylor & Francis focused on public services issues in academic libraries. The PSQ Marketing Column features essays about a variety of creative and innovative marketing strategies used to highlight collections or promote services in all types of libraries. Its purpose is to provide real examples of how libraries are using marketing and outreach techniques in interesting ways. The column offers practical insight from libraries engaged with marketing. In addition to marketing, the column also features essays on successful programs and events that promote the library.

Katy Kelly at the University of …