Business Commons^™

Does Disclosure Of Advertising Spending Help Investors And Analysts?, Sungkyun Moon, Kapil R. Tuli, Anirban Mukherjee

Research Collection Lee Kong Chian School Of Business

Publicly listed firms have the discretion to disclose (or not) advertising spending in their annual (10-K) reports. The disclosure of advertising spending can provide valuable information because advertising is a leading indicator of future performance. However, estimates of advertising spending are available from data providers, arguably mitigating the need for its formal disclosure. This study argues that firms’ disclosure of advertising spending provides more complete and public information and therefore lowers investor uncertainty about future firm performance (idiosyncratic risk). Empirical analyses show this effect is largely driven by the negative effect of disclosure of advertising spending on analyst uncertainty. Consistent …

Just Following Up: My Experience As A Summer Student Administrator For Osler, Hoskin & Harcourt Llp, Bridget Leslie

SASAH 4th Year Capstone and Other Projects: Publications

In this paper, I reflect on my experience as a Summer Student Administrator for Osler, Hoskin & Harcourt LLP where I acquired skills such as proficiency in various software and data analysis as well as professional communication, confidence, and organization. I applied these skills daily to produce quality work, and I am still applying these skills to my academic and personal life almost a year later. The culminating experience of the summer was presenting my own data analysis to a group of executives, which helped me improve my presentation skills and foster confidence in my own abilities. In addition to …

Love Is Blind: The Ironic Effect Of Fans’ Experience On Taste Perception, Jennifer L. Stoner, Maria A. Rodas

Marketing Faculty Publications

Many consumers may proclaim a love for a certain sensory experience (e.g., the taste of chocolate for “chocoholics”). These fans may have a wealth of experience consuming the product they love. In three studies, we find that these fans’ love actually blinds them in their ability to report nuances about the products they consume because of the use of top-down information processing. However, when presented with novel brand information, fans switch to a more bottom-up approach which allows greater discernment of the consumption experience. Prompting mindful consumption can also impact a fan’s ability to report a product’s nuances more accurately.

Corn Grain Marketing Strategy Unbiasing For 2023, Matt Stockton, Shannon Sand

Cornhusker Economics

Discusses cognitive biasing errors that may be employed--in the context of corn market strategizing--such as the Dunning-Krueger effect, availability or distancing bias, gambler's fallacy, and anchoring bias.

Benjamin Family Social Media Fellows, Katie Barton, Jenna Cobb, Kayli Fagan, Myles Forgue, Ryan Hanewich, Jenny Lynch, Santiago Najarro Cano, Tess Sanchioni, Lily Zgurzynski

School of Business Student Scholarship

Katie Barton ’24, Major: Marketing, Minor: Communications

Jenna Cobb ’24, Majors: Management and Marketing

Kayli Fagan ’23, Majors: Business Management and Studio Art

Myles Forgue ’24, Majors: Marketing and Theology

Ryan Hanewich ’23, Major: Marketing, Minor: Film/Video

Jenny Lynch ’23, Major: Marketing, Minor: Finance

Santiago (Santi) Najarro Cano ’24, Major: Marketing, Minor: Theatre

Tess Sanchioni ’23, Major: Marketing, Minor: Finance

Lily Zgurzynski ’25, Major: Computer Science, Minor: Marketing

Mentor: Liz Kay, Marketing and Communications

A generous endowment gift from Class of 1991 alumni Meg and Adam Benjamin led to the creation of the annual Benjamin Family Social Media Fellowship in …

Are All Body Sizes Beautiful? A Content Analysis Of Plus-Size Representation In Fashion Brands, Julia Mclaughlin

Honors Projects in Marketing

An abundance of body positive campaigns has become increasingly popular among fashion brands. The current study aims to analyze the consumers' perceptions of model's beauty attributes and well-being based on their body size. The purpose of the present research is to provide a deeper insight into the effects that models’ appearance poses on an individual's well-being. The goal of this study is to explore consumers' perceptions of model's beauty attributes and well-being based on their body size. By conducting a content analysis of female models in the fashion industry, consumers' perceptions of models' beauty attributes, well-being, and lifestyle were discovered. …

The Impact Of Diversity, Equity, And Inclusion In The Fashion Industry, Hannah Dreska

Honors Projects in Finance

This research study is an examination of diversity, equity, and inclusion in the marketing and infrastructure of companies within the commercial fashion industry. The aim of this paper is twofold. First, this paper examines the purchasing preferences and behaviors of young adults and whether their opinions on diversity and inclusivity impact it. Second, this paper examines the financial impact of companies that adopted an inclusive and diverse approach to their marketing strategies and company infrastructure. I hypothesize that inclusivity and diversity are qualities highly valued by consumers and would thus have a positive financial impact on companies that focus on …

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 …

Stories Of Words, Numbers, And Communities: My Usri Research And Speak Fluent Marketing Internship Experiences, Choi Sze Leung

SASAH 4th Year Capstone and Other Projects: Publications

This report illustrates my experiential-learning opportunities, which took the form of two internships. In the summer of 2021, I worked as a marketing intern at Speak Fluent Speech Services, a speech clinic that provides speech and communication training for adults. Aside from designing posters for the clinic’s social-media campaigns, I also had the opportunity to write creative and professional copy and compile a campaign's key performance metrics into a marketing report. In my second internship, I was a research student in the Undergraduate Student Research Internship (USRI) program in the Anthropology department. In this internship, I conducted linguistics anthropology research …

Advertising To Reduce Public Stigma And Its Associated Consequences For Medical Marijuana Patients, Jack Tishkevich

Honors Projects in Marketing

Medical marijuana patients must contend not just with their maladies, but with the social stigma surrounding marijuana use as well. This study hypothesizes that advertising can be used to positively influence individual’s acceptance of medical marijuana. It seeks to answer the questions: Can persuasive advertising be used to reduce stigma surrounding medical marijuana? Which advertising method is most effective in this persuasive process? To find the answer, a between subject, factorial design experiment is used. One of six randomized advertisements are shown to participants in a 3x2 (pathos, logos, ethos x guilt and shame) design. Participants opinions on the advertisement …

Marriott Short-Term Rentals For Digital Nomads - A Campaign Aimed At Advertising Marriott Homes To Nomads And Remote Workers, Guethshina Valexia Altena

Global Strategic Communications Student Work

Marriott International is one of the most renowned travel companies in the world. They consider themselves a travel program with hotel brands and experiences. In 2020, at the height of the pandemic, Marriott suffered a great loss of revenue similar to other companies in the hospitality industry. Fortunately, the pandemic also brought along some changes to the American way of life and opportunities for people to travel and work remotely. The number of people who reported being digital nomads nearly doubled in the United States from 2018 to 2021, one year after the pandemic (Patterson, 2022). This new demographic of …

Sasah Experiential Learning Final Report: Fcff Marketing Internship & Creative Writing Mentorship, Ahsif Khair Mohammad

SASAH 4th Year Capstone and Other Projects: Publications

In this report, Ahsif Khair Mohammad discusses his experiences as a marketing intern for the Forest City Film Festival in London, Canada, and undertaking a creative-writing project under the mentorship of a local writer.

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 …

Why Industry Professionals Should Care About Fandom, Abigail Minzer

Student Publications

A fandom is a community of people who share a common interest and interact with each other on the basis of that common interest. When a fandom comes together on the basis of a creative work, it allows a mutually beneficial relationship to form in which the fandom will eagerly consume existing content, allowing new content to be produced for their consumption. Thus, professionals in industries such as publishing, theater, and television and film should be aware of the integral role fandoms play in the consumption of their content and how to nurture fandoms through the means discussed in this …

Light Bulb Moments: Where Do Student Entrepreneurs Get Their Ideas, Stern Neill, Mark Bieraugel

Marketing

Understanding how to support creative ideation is an important, yet, elusive, issue for marketing educators. To shed light, this study proposes ideation as a malleable state influenced by “outside-the-brain” resources. By examining venture concept ideation, this study captures the ideation–environment relationship using experience sampling to tap into the daily lives of student entrepreneurs. The findings identify how entrepreneurial ideas emerge from specific external interactions and engagements, which are contextualized using two Japanese conceptualizations of space, ba (場) and ma (間). The results inform both marketing education and entrepreneurial marketing.

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

Morehead State Press Release Archive, 1961 to the Present

Press releases for April of 2023.

Covid Time: How Quarantine Affects Feelings Of Elapsed Time, Minju Han, Guy Voichek, Gal Zauberman

Research Collection Lee Kong Chian School Of Business

The lockdowns imposed in response to the COVID-19 pandemic abruptly upended people's lives and daily structure. In this survey of 1,506 Americans conducted in June 2020, we test how quarantine affects feelings of elapsed time (the subjective temporal distance from an event). We find that feelings of elapsed time are determined either by how people spent their time in quarantine or by how much time since an event was spent in quarantine, depending on whether people are still in quarantine at the time of evaluation. Specifically, whether people quarantined alone and the extent to which they maintained a temporal structure …

Insights Into The Accuracy Of Social Scientists’ Forecasts Of Societal Change, Sangsuk Yoon

Management and Marketing Faculty Publications

How well can social scientists predict societal change, and what processes underlie their predictions? To answer these questions, we ran two forecasting tournaments testing the accuracy of predictions of societal change in domains commonly studied in the social sciences: ideological preferences, political polarization, life satisfaction, sentiment on social media, and gender-career and racial bias. After we provided them with historical trend data on the relevant domain, social scientists submitted pre-registered monthly forecasts for a year (Tournament 1; N = 86 teams and 359 forecasts), with an opportunity to update forecasts on the basis of new data six months later (Tournament …

Physical And Emotional Impact Of Lighting Conditions In Higher Education Classrooms, Robert P. Mcdonald, Gallayanee Yaoyuneyong

Association of Marketing Theory and Practice Proceedings 2023

The literature review shows that researchers in different fields have long explored the impact of the physical classroom environments (e.g., lighting, temperature, classroom layout, and furniture) to identify the ideal classroom environments. When the lighting condition is poor (i.e., light levels below standards), it can cause drowsiness, leading to lower concentration and motivation, and elevated student stress. However, most studies focused on K-12 learning environments. Therefore, this study aims to specifically focus on the lighting conditions in educational facilities around a university campus in the Southeastern United States and to explore whether these lighting conditions impact students’ mental well-being, their …

Analysis Of Collegiate Athlete Social Media Engagement On Instagram, Noelle Magann

Association of Marketing Theory and Practice Proceedings 2023

Since its founding in 2010, Instagram has developed into one of the world's largest social media platforms. In 2022, $33.3 billion was spent on instagram advertising by companies, firms, etc. Additionally, almost $5 billion was spent on Influencer marketing in 2022, a 27.8% increase from 2021 and a 34.7% increase from 2019. These statistics show the vast importance influencers have on marketing in today's business world and society as a whole. For this project, I looked into the engagement rates of SunBelt Football athletes. I used at least 2 athletes from each university that had over 1,000 followers on instagram, …

Differences In Consumers’ Green Consumption Mindsets And Behavior Across South Africa, South Korea And The United States Based Upon Measures Of Hofstede’S Cultural Dimensions Theory, Sam Fullerton, Estelle Van Tonder, Jungki Lee

Association of Marketing Theory and Practice Proceedings 2023

Samples of 513 South African consumers, 292 South Korean consumers, and 938 consumers in the United States were drawn using identical, but appropriately translated, questionnaires. The data collection instrument addressed a number of psychographic considerations germane to consumption – and anti-consumption – decisions. Using the index scores from Hofstede’s Theory of Cultural Dimensions as bases for differentiating among the three countries, meaningful differences related to issues germane to sustainability were identified. The three cultural dimensions used for comparative purposes were individualism (versus collectivism), indulgence (versus restraint) and long-term (versus short-term) orientation. Differences were documented for all eight of the sustainability-related …

Examining The Product And Service-Centric Website Features And Functions Offered By European Fashion Retailers Following The Covid-19 Pandemic, Richard Heiens, Ravi Narayanaswamy

Association of Marketing Theory and Practice Proceedings 2023

Considering the significant pressures faced by fashion-oriented e-commerce retailers in the midst of the COVID-19 pandemic, it is important to understand what modifications, if any, these retailers may have made to their online retail stores, and the impact that these changes may have had on their effectiveness during this time frame. Therefore, the purpose of the study is to examine the various product-centric and service-centric features and functions found on the websites of European fashion retailers both before and after the onset of the COVID-19 pandemic. We also examined the conversion rates, the average ticket values and customer demographics for …

Social Media Influencer Perceived Source Credibility Scale Validation And Consumer Attitudes Toward The Brand: An Exploratory Study In Urban India, James E. Stoddard, Lubna Nafees, Christy M. Cook

Association of Marketing Theory and Practice Proceedings 2023

This study explores the relationship between social media influencers (SMIs) perceived source credibility and the formation of brand attitudes of their followers from an urban Indian sample. SMIs have become a channel in shaping consumers’ brand perceptions for products and services across multiple industries worldwide. Using survey data from India, this research delves into the dimensions of SMI perceived source credibility and attitudes towards the brand. A confirmatory factor analysis (CFA) validated the concept that SMI perceived source credibility is a second order construct that is comprised of SMI perceived expertise, goodwill and trustworthiness. Also, that partial least squares structural …

The Effect Of Ordering Method On Consumer Return Intentions, Garrett M. Kemp, Laura Boman

Association of Marketing Theory and Practice Proceedings 2023

With the rise of Covid-19, mobile ordering has become one of the most popular ways to get food. At its height, Covid-19 caused restaurants to shut down and forced businesses to move to a more mobile and delivery-friendly plan. Now, venues for concerts, large events, and sports have started to offer the option of mobile ordering food to be delivered directly to your seat. Mobile ordering has made the food service industry even more accessible; however, it has also brought to light the issue of tipping. Traditionally, tipping was only done at full-service restaurants. Now, businesses like Starbucks, Mcdonald's, and …

Choose Your Channels Strategically: How Gender Plays A Role In The Receiving Of Online Brand Activism Ad Campaigns, Jana Stupavsky

Association of Marketing Theory and Practice Proceedings 2023

The successful launch of a new online brand activism ad campaign focused on gender-sensitive issues can be distorted if the content is delivered through poorly thought-out channels. Companies with access to their customer data should learn more about their existing customer base to strategically select the campaign communication channels. When engaging in activism, brands should consider framing their campaign messaging positively and appear authentic. Otherwise, they risk loss in brand equity and corporate reputation. The following analyses present results from a secondary consumer demographic and behavioral characteristics database anchored in source credibility theory. Its goal is to explore differences in …

Do You Dare To Study Abroad? Examining Cross-Cultural Differences In The Role Of Covid-19 Post-Pandemic Stress On Study Abroad Intentions And Country Image Formation, Helena Allman, Hilmi A. Atadil, Harriette Bettis-Outland

Association of Marketing Theory and Practice Proceedings 2023

The purpose of this study is to explore the underlying dimensions of Covid-19 stress to determine the extent to which Covid-19 stress has an effect on students’ intentions to participate in future study abroad programs. The underlying stress factors that this work examines include traumatic stress, contamination fears, fears about economic consequences and past Covid illness experience. The paper addresses the cross-cultural differences in these factors’ effects on studying abroad intentions among young individualistic versus collectivistic consumers. The goal of this study is to develop a deeper understanding of Covid related stress phenomena among global young consumer cohorts. The results …

Heritage Products, National Dishes And Consumer Identity, Monisha Das Dr,

Association of Marketing Theory and Practice Proceedings 2023

Food and agriculture is at the heart of the 17 Sustainable Development Goals, beginning with Sustainable Development Goal (SDG) 1: End poverty, and Sustainable Development goal (SDG) 2: End hunger. In this paper, the researcher explores data from FAO and WHO surveys conducted over ten years. The researcher applies various interdisciplinary approaches and references the theory of planned behavior to explain the resilience, especially of hedonic aspects of food diets in the context of the living heritage of national dishes. The research references Vavilov’s botanical centers of origin and dispersion to capture the biogeographic underpinnings of global cuisine. The findings …

Personal Brand Equity In Linkedin: Impression Management As An Antecedent And Behaviors As Consequences, Carlos Valdez, Jorge Villegas, David Penn

Association of Marketing Theory and Practice Proceedings 2023

This research explores how Personal Brand Equity in professional social media is influenced by impression management and the online behaviors of users of this social media platform. Using a path analysis, the relationship between Impression Management and Personal Brand Equity was, as expected, strong and positive. The paths between brand equity and frequency of behaviors such as use of LinkedIn to network were significant and strong while other behaviors such as frequency of use of LinkedIn to ask for recommendations were not significant. The contribution of this paper is to be the first to analyze this relationship to understand better …

Effects Of Online Consumer Ratings On Persuasion, Magdoleen Ierlan

Association of Marketing Theory and Practice Proceedings 2023

Online product review websites have become very important in the purchase decisions of consumers. Word-of-mouth communication was once limited to the passing of information using verbal means, however, it now extends into text messages and web dialogue, such as online profile pages, blog posts, message board threads, instant messages and emails. The type of review will influence the consumer differently. Also, the need for cognition will impact the way the type of review the consumer requires to decide.