Business Commons^™

3-In-1 Hybrid Learning Environment, Holly Hapke, Anita Lee-Post, Tereza Dean

Marketing & Supply Chain Faculty Publications

We propose a learning innovation called 3-in-1 Hybrid environment as a solution for educational institutions to meet the challenge of balancing campus reopening against public health risks amid the COVID-19 pandemic. Our proposed innovation provides students options to attend class synchronously (either face-to-face or remote) or asynchronously (online) in an interactive learning environment that promotes emotional, behavioral, and cognitive engagement. We designed and implemented a large Marketing Management class with over 800 students as a 3-in-1 course. We examined its effectiveness in an empirical study and found that (1) students have a positive attitude toward 3-in-1 Hybrid learning; (2) they …

The Effect Of Social Networks Advertisements On Egyptian Consumers’ Purchase Behaviour, Madiha Metawie, Rasha Hussien Mostafa Faculty Of Commerce

Business Administration

The purpose of this study is to examine the effects of perceived advertising value of Social Networks adverts (SN ads) on Egyptian consumers’ purchasing behaviour. The researchers based their study on Ducoffe (1996) Advertising Value Model that includes informativeness, entertainment, credibility, and irritation, in addition to materialism and peer influence. Data were obtained from 375 Egyptian respondents. Structural Equation Modelling was applied to examine the research hypotheses. The results supported the positive mediating effect of attitude towards SN ads and purchase intention on the relationship between informativeness, entertainment, irritation, materialism and peer influence on consumers purchasing behaviour. Yet, SN ads …

From Cognition To Action: The Effect Of Thought Self-Leadership Strategies And Self-Monitoring On Adaptive Selling Behavior, Hayam Alnakhli, Rakesh Singh, Raj Agnihotri, Omar S. Itani

Marketing Faculty Publications and Presentations

Purpose

This study aims to investigate salespersons’ self-monitoring and its effect on adaptive selling behavior. As salespeople are constantly facing different customers with various needs and want and engaging in a different sales situation, salespeople must deploy their inner capabilities in practicing adaptive selling behavior during and across sales interactions. This study also investigates the impact of salesperson’s intrapersonal leadership – where leadership stems from the individuals with the purpose to influence oneself.

Design/methodology/approach

Authors draw on the social cognitive theory of self-regulation to develop our model and examine the relationship between self-monitoring, thought self-leadership and adaptive selling behavior. We …

Final Report: Marketing Internships With Connected, Hadi Kiani

SASAH 4th Year Capstone and Other Projects: Publications

Working as the Marketing Coordinator Intern for a tech start-up was an amazing experience. I conducted competitor research, ghostwrote blog posts, ran social media, and aided in a complete company rebrand. Connected is a software product development firm. They partner with ambitious organizations to deliver on the potential of software-powered products. Joining the company halfway through their rebrand, I was immediately thrown into the deep end. Fortunately, I was able to leverage the research and communication skills I had honed through SASAH and translate them into successful contributions. Nevertheless, I had to learn a lot about industry standards, tech jargon, …

Experiential Learning Final Report: Forest City Film Festival And Sasah Internships, Hanbi Lee

SASAH 4th Year Capstone and Other Projects: Publications

Experiential learning can be difficult to attain in a traditional classroom environment, where knowledge is transferred rather than experienced firsthand. Moreover, that challenge is especially amplified during a global pandemic; nevertheless, experiential learning is a critical component of a student’s education, and there are ways to achieve it. One solution is to extend the learning experience beyond the confines of the classroom, where students can get a taste of the real-world work environment and a clearer picture of what their future jobs might entail.

To achieve meaningful experiential learning, I completed two 4-month internships at Western University and Forest City …

Reflecting On My Adventures In Experiential Learning, Will Sharpe

SASAH 4th Year Capstone and Other Projects: Publications

This report analyzes and reflects on my experiential learning experiences with the Forest City Film Festival and Western Libraries. I look back at my initial feelings of bewilderment and imposter syndrome and then track my progress as I’m pushed out of my comfort zone and learn the skills I need to excel. My time with the Forest City Film Festival and Western Libraries, as well as my peers’ testimonies, taught me that at SASAH, we all have the skills needed to succeed in our fields — and the experiential learning program is an excellent place to nurture them.

Flexible And Family-Friendly Policies At Utah's "Best Places To Work", Robbyn T. Scribner, Michelle Vargas, Susan R. Madsen

Marketing and Strategy Faculty Publications

The COVID-19 pandemic that reached Utah in March of 2020 has had an enormous impact on the way companies do business. Perhaps the biggest change for employees came in the widespread shift to remote work as a public health measure, but many companies adjusted work practices and policies in other ways to support their employees during a challenging time. Many changes focus on flexibility and family-friendly policies, which have traditionally been a double-edged sword for working women. Though such offerings have made it possible for some mothers to remain in the workforce, taking advantage of such programs has often placed …

Flexible And Family-Friendly Policies At Utah’S “Best Places To Work”, Robbyn Scribner, Michelle Vargas, Susan R. Madsen

Marketing and Strategy Faculty Publications

The COVID-19 pandemic that reached Utah in March of 2020 has had an enormous impact on the way companies do business. Perhaps the biggest change for employees came in the widespread shift to remote work as a public health measure, but many companies adjusted work practices and policies in other ways to support their employees during a challenging time. Many changes focus on flexibility and family-friendly policies, which have traditionally been a double-edged sword for working women. Though such offerings have made it possible for some mothers to remain in the workforce, taking advantage of such programs has often placed …

The 1st Disrupting Thinking Research Conference Presentation Tu Dublin - An Investigation Of The Personality Traits That Could Identify Vulnerable Young People Who Will Be Susceptible To Undue Influence By Social Media Influencers (Smis), Charles Alves De Castro, Aiden Carthy Dr

Other Resources

This study aims to further the overall understanding of Social Media Influencers (SMIs) and to specifically predict who will be susceptible to influence by them. The main objective of this research relies on to determine whether there is a specific personality profile that predisposes young people to undue influence by social media influencers. Based on previous research published by the journal Frontiers in Psychology titled “The Role of Social Media Influencers in the Lives of Children and Adolescents ¹”, a list of potentially harmful content will be compiled. Participants (N=40) in phase one will then be given …

The 11th Annual Graduate Research Symposium 2020 Presentation Tu Dublin - An Investigation Of The Personality Traits That Could Identify Vulnerable Young People Who Will Be Susceptible To Undue Influence By Social Media Influencers (Smis), Charles Alves De Castro, Aiden Carthy Dr

Other Resources

This study aims to further the overall understanding of Social Media Influencers (SMIs) and to specifically predict who will be susceptible to influence by them. The main objective of this research relies on to determine whether there is a specific personality profile that predisposes young people to undue influence by social media influencers. Based on previous research published by the journal Frontiers in Psychology titled “The Role of Social Media Influencers in the Lives of Children and Adolescents ¹”, a list of potentially harmful content will be compiled. Participants (N=40) in phase one will then be given …

2020 December, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for December of 2020.

Your Emerging Career Assignment Focused On Samuels And Associates, Katelyn Breen

School of Business Student Scholarship

Katelyn Breen ’24
Major: Marketing
Faculty Mentor: Dr. Mark DeFanti, Marketing The Your Emerging Career Report of Samuels and Associates’ Commercial Real Estate Company highlights the marketing strategies and global trends that S and A use. This report also takes into account my own strengths and weaknesses as well as what I learned from the journey of completing this assignment. Highlighted Global trends that provide both opportunities and threats for Samuels and Associates include divorce rates, polarization and the 2020-year interest rates. As the person who completed this assignment, the highlights include aptitude tests, job interviews and a pathway for …

Reflections Of A Chief Strategy Officer In A Diversified Conglomerate, Nirmalya Kumar

Research Collection Lee Kong Chian School Of Business

After a lifetime as an academic, I was hired as Chief Strategy Officer (“CSO”) at Tata, a colossal $100 billion group with more than a hundred companies and 650,000 employees worldwide. At first sight, the job of being strategy head for the Tata Group may seem rather different from my academic role, with implementation responsibility and ability being the key difference. But, it did not require much of an adjustment for two reasons. First, I was not the typical academic. For twenty years, as an external consultant, I had been working with top executives and helping them think through their …

Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr

Honors Projects in Marketing

The main objective of the research is to study how convenience and shopping products impact how consumers react to rivalry appeals in advertisements. The authors examine the effectiveness of rivalry appeals in advertisements and how they are impacted by the product type considered by consumers. In two studies, a 2 (prime: distinctiveness vs. inclusiveness) x 2 (message: competition vs. collaboration) ANOVA methodology was conducted on survey data. In Study 1, participants primed with distinctiveness (inclusiveness) and considering convenience products experienced an assimilation effect where they preferred competitive (collaborative) rivalry appeals. In Study 2, participants primed with distinctiveness (inclusiveness) and considering …

Rivalry Appeals In Advertising: Distinctiveness Versus Inclusiveness, David Stahr, Sukki Yoon, Kacy Kim

Honors Projects in Marketing

The main objective of the research is to study how convenience and shopping products impact how consumers react to rivalry appeals in advertisements. The authors examine the effectiveness of rivalry appeals in advertisements and how they are impacted by the product type considered by consumers. In two studies, a 2 (prime: distinctiveness vs. inclusiveness) x 2 (message: competition vs. collaboration) ANOVA methodology was conducted on survey data. In Study 1, participants primed with distinctiveness (inclusiveness) and considering convenience products experienced an assimilation effect where they preferred competitive (collaborative) rivalry appeals. In Study 2, participants primed with distinctiveness (inclusiveness) and considering …

Women Leaders In Utah Government–Their Paths To Power, April Townsend, Susan R. Madsen

Marketing and Strategy Faculty Publications

When both men and women work together in leadership roles, organizations thrive. This holds true for government—and democratic governance processes in general—and it supports the call to reflect gender diversity at all levels. Yet, typical conversations about women in government often focus on the need for women to run for elected office. While this is certainly important, little if no attention has been given to the lack of women leaders within the halls of government. In response to this, Utah Women & Leadership Project (UWLP) researchers recently conducted pioneering research resulting in three research briefs that, for the first time, …

Women Leaders In Utah Government – Their Paths To Power, April Townsend, Susan R. Madsen

Marketing and Strategy Faculty Publications

When both men and women work together in leadership roles, organizations thrive. This holds true for government— and democratic governance processes in general—and it supports the call to reflect gender diversity at all levels. Yet, typical conversations about women in government often focus on the need for women to run for elected office. While this is certainly important, little if no attention has been given to the lack of women leaders within the halls of government. In response to this, Utah Women & Leadership Project (UWLP) researchers recently conducted pioneering research resulting in three research briefs that, for the first …

Understanding And Motivating Salesperson Resilience, Valerie Good, Douglas E. Hughes, Alexander C. Labrecque

Peer Reviewed Articles

Prior research has shown that approximately half of salespeople fail to achieve their targets each year. Not only is the role difficult but also sales jobs are often marked by high levels of stress, rejection, and burnout. Thus, salesperson resilience is critical. However, a gap remains in our understanding of how resilience influences performance and how managers can motivate salespeople to be more resilient. To answer these questions, we collected survey data from 110 salespeople from a large firm based in the Midwest, along with objective effort and performance data provided by the company prior to and following a poor …

2020 November, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for November of 2020.

5 Ways To Boost Your Business Through Influencer Marketing, Patricia Lui

Research Collection Lee Kong Chian School Of Business

Covid-19 pandemic’s economic impact put pressure on marketing budgets. Brands are more careful when deciding how they spend the funds on digital marketing, including influencer strategy. The blog offers tips on how to tap on influencers to create brand awareness and generate business leads and conversions.

R&D Investment, Business Performance, And Moderating Role Of Guanxi: Evidence From China, Chiquan Guo, Sudipto Sarkar, Jing Zhu, Yong J. Wang

Marketing Faculty Publications and Presentations

Highlights

• Relationship duration with major clients not only has a direct, negative effect on total income (sales).

• Relationship duration has a negative moderating effect on the association between research & development (R&D) and total income.

• Relationship duration with major suppliers has a positive moderating effect on the association between R&D and total profits.

• Relationship with government has a positive effect on total income, and it also has a negative moderating effect on the R&D-performance chain.

• Chinese firms over emphasize the importance of guanxi with the government by going overboard or overspending on it.

Signaling Green: Investigating Signals Of Expertise And Prosocial Orientation To Enhance Consumer Trust, Stacie F. Waites, Jennifer L. Stevens, Tyler Hancock

Marketing Faculty Research and Publications

Prior research has established the positive effect of green marketing on purchase intentions. Less well known is why. Two empirical studies were conducted to investigate trust as an important mediator explaining the relationship between green marketing and purchase intentions. In study one, we successfully replicate prior research, again finding higher purchase intentions for companies that engage in green marketing. Additionally, trust in the company was found to mediate this relationship. Study two then examines the underlying mechanisms of expertise and prosocial orientation on the relationship between green marketing and trust, and then serially to purchase intentions. Demographic boundary conditions of …

An Exploration Of Rural Small Business Owners Experience With Internet Marketing, Veronica Monique Triplett

Doctoral Dissertations and Projects

This qualitative case study explored how rural small business owners make decisions about using internet marketing as a strategy. To understand the small business owner’s experiences, this study uncovered relevant factors influencing the business owner’s during the decision-making process. The general problem to be addressed is the lack of internet marketing used by small business owners. The project focused on rural small business owners in Sumter and Marengo counties in Alabama, to gain their perspective on internet marketing, the impact that a failure to use internet marketing have on their businesses, and the specific factors that influence them not to …

The Status Of Women Leaders In Government–Utah Cities And Towns, April Townsend, Susan R. Madsen, D. Candice Backus Pierucci, Brooke Smith

Marketing and Strategy Faculty Publications

Research shows that communities and organizations increasingly thrive when men and women work together in leadership roles. Gender inclusivity benefits not only businesses, churches, schools, and state legislatures, but also state and local governments. American democracy is grounded in the idea of representation. “Representative bureaucracy” is the term for government entities employing a workforce that shares the demographic characteristics of the communities they serve, and the combined experiences and perspectives of that workforce represent and benefit all residents within its purview. This includes the thousands of government professionals who run the daily functions of municipalities within the State of Utah.

2020 October, Morehead State University. Office Of Communications & Marketing.

Morehead State Press Release Archive, 1961 to the Present

Press releases for October of 2020.

Social Media And Customer Relationship Management Technologies: Influencing Buyer-Seller Information Exchanges, Omar S. Itani, Michael T. Krush, Raj Agnihotri, Kevin J. Trainor

Marketing Faculty Publications and Presentations

Highlights

• Social media and CRM technology aid salespeople in market sensing and customer-linking activities.

• Social media utilization enhance the competitive information collection abilities of the seller.

• CRM techpositively affects seller product information communication, which enablesbuyer information sharing intentions.

• Sellers capture value from buyers by CRM utilization.

• Seller experience has significant moderating and explanatory power regarding the use of sales technology.

Abstract

Due to the increasing array of sales technology, salespeople must understand how each application assists them. This study examines how business-to-business salespeople use different forms of sales technology to meet their boundary-spanning roles. Our research draws from social exchange …

Using Social Media To Enhance Customer Service: A Study Of Independent Day Spas In Phoenix, Arizona, Krista Fabrick

Doctoral Dissertations and Projects

Social media customer service is becoming increasingly crucial for businesses, and many small businesses struggle in this area. This qualitative study explored how independent day spas use Facebook and Instagram for customer service and their effectiveness on these platforms. The participants included ten small, independent days spas in the Phoenix, Arizona, areas with ten or fewer employees, have less than $1,500,000 in annual revenue, and have a presence on Facebook and Instagram. Four common themes arose from this research. First, day spa owners/managers generally have at least a basic knowledge of Facebook and Instagram. Second, owners/managers are typically the ones …

Encouraging Snap Shopper Participation At Utah Farmers Markets, A Best Practices Guide, Kelsey Hall, Alicia Meiners

All Current Publications

This guide’s steps were compiled during background research for advertising acceptance of SNAP benefits using Electronic Benefits Transfer (EBT) cards and the Double Up Food Bucks (Double Up) program offered at farmers markets throughout Utah. Information in this guide will expand marketing campaigns across Utah to promote farmers markets already accepting SNAP benefits, especially to minority and low-income populations. The information, however, may be generalized to other health/food programs and to populations with low incomes in other states.

Tree-Based Algorithm For Stable And Efficient Data Clustering, Hasan Aljabbouli, Abdullah Albizri, Antoine Harfouche

Department of Information Management and Business Analytics Faculty Scholarship and Creative Works

The K-means algorithm is a well-known and widely used clustering algorithm due to its simplicity and convergence properties. However, one of the drawbacks of the algorithm is its instability. This paper presents improvements to the K-means algorithm using a K-dimensional tree (Kd-tree) data structure. The proposed Kd-tree is utilized as a data structure to enhance the choice of initial centers of the clusters and to reduce the number of the nearest neighbor searches required by the algorithm. The developed framework also includes an efficient center insertion technique leading to an incremental operation that overcomes the instability problem of the K-means …

Consumers And Their Celebrity Brands: How Personal Narratives Set The Stage For Attachment, Ben Eng, Cheryl B. Jarvis

Marketing Faculty Research

This research demonstrates how consumer attachment to celebrity brands is driven by perceived narratives about the celebrity’s persona, which triggers communal (i.e., altruistic) relationship norms. The research investigates the differential role of narratives about celebrities’ personal vs. professional lives in creating attachment, and identifies and tests moderating effects of narrative characteristics including perceived source of fame, valence and authenticity.

Design/methodology/approach – Three online experiments tested the proposed direct, mediating, and moderating relationships. Data was analyzed using mediation analysis and multiple ANOVAs.

Findings – Results suggest relationship norms that are more altruistic in nature fully mediate the relationship between narrative type …