Business Commons^™

Taking Flight Or Taking A Pass? Exploring Factors Influencing Consumer Willingness To Pay For Evtol Travel, David C. Ison

International Journal of Aviation, Aeronautics, and Aerospace

The Advanced Air Mobility (AAM) industry is experiencing significant growth due to technological advancements and increasing demand for efficient travel experiences. The market is expected to reach $45 billion by 2030, with major players like Joby, Archer, Beta, and Wisk dominating. This study aimed to assess public willingness to pay for AAM services using eVTOLs, using Amazon's Mechanical Turk platform. The survey yielded a response rate of 85.8%, with 1,622 completed surveys. The study found that younger urban consumers were more willing to pay higher prices for AAM electric vertical takeoff and landing (eVTOL) aircraft trips than older participants, possibly …

Marketing Synergy: Digital Product Development & Marketing Strategy, Laura M. Clague

Undergraduate Theses, Professional Papers, and Capstone Artifacts

An extension of Marketing Analytics class BMKT: 440, this research delves into marketing efforts employed to promote "Chubby’s Swatch Book," a plus-size fashion guide tailored for college girls and a college lifestyle. The guide was created by a college student to address the challenges faced by plus-size individuals in finding fashionable and fitting clothing. The study spans a four-week marketing campaign, focusing on branding, social media marketing, and content creation. This paper outlines the development of the "Chubby’s Swatch Book," it’s marketing strategies, and the effectiveness of said strategies through various metrics such as engagement rates, sales conversions, and follower …

2024, 1(18)

Journal of Marketing and Consumer Behaviour in Emerging Markets

Full Issue 2024, 1(18)

Impact Of Social Media Influencers On Consumer Choice: A Case Study Of Reviews By Youtubers, Faisal Fasih

International Journal on Consumer Law and Practice

Consumer participation is vital for businesses, especially in online markets, because potential customers cannot physically check the product. One of the standard options is to watch the review on YouTube, a source of a host of information, including consumer-related products. However, it also provides a fertile ground for disseminating misinformation, including fake reviews of consumer goods, because the contents of the information are unverified. Fake reviews can create information asymmetry, lead to the dismissal of genuine reviews, and ultimately reduce market competition. Therefore, one would have expected that the popularity of YouTube would decrease as a source of information access. …

Social Media Comments Of Top Athletes: A Gender Analysis, Madigan Mcgrath

West Chester University Master’s Theses

Sports are fraught with gender inequality and sexism. This research focuses on differences in public opinion regarding top athletes' personal social media. The study investigates gender differences in topic, gender differences in tone, gender differences in platform, and differences in sports. Additionally, it aims to explore the tone and topics of comments on Instagram and X. Using the methodology of content analysis, this study will examine comment tone (e.g. negative, positive, or neutral), as well as whether the topic of comments is sports-related or gender-related. Findings provide insight into gender differences in the treatment of athletes in the digital sphere.

Identifying Youth Appeals In Alcohol Alternative Social Media Content Through Framing, Melina Oneal

West Chester University Master’s Theses

Proposed regulations for alcohol advertising prevent beverage companies from targeting people under the legal drinking age. However, similar regulations for alcohol alternative beverages are less explored, which could allow alcohol alternative products to create awareness for alcoholic beverages among youth. Alcohol alternatives beverages, including no-alcohol and low-alcohol products, are increasing in popularity and can function as compliments to alcoholic products to decrease the total alcohol volume consumed or as substitutes for alcoholic products. Framing theory can be operationalized through the Content Appealing to Youth Index, an index of content elements found in research literature to be appealing to youth, to …

Awakening To The Politics Of Consumption: A Qualitative Study Of Politicized Consumerism As Social Identity, Julia Belmiro

West Chester University Master’s Theses

This qualitative study examines the influence of politicized consumerism on individual social identity through a social psychological perspective. Drawing from Tajfel and Turner’s Social Identity Model (1979) and Cross’s model of Black Identity (1991), we explored politicized consumption as a form of identity through the voices of consumers. Using thematic analysis (Braun & Clarke, 2006), we analyzed thirty-seven survey respondents’ descriptions of their types of politicized consumption choices, factors contributing to their “awakening” to consumer politicization, the integration of these choices into their identity, and whether they viewed politicized consumption as a mechanism for social change. Participants in our sample …

The Effect Of Greenwashing On Consumers’ Green Purchase Intentions, Doaa Ayoub, Renad Awad

Business Administration

Green marketing is widely used by brands all over the world using misleading ways to give brands an advantage to achieve their goals and sales. This is called greenwashing. The aim of the study is to examine the influence of greenwash on the purchase intentions among Egyptian consumers. It tested the mediation effect of brand love, brand loyalty, brand image, and green consumer confusion in the relationship between greenwash and purchase intentions and it also tested the mediation effect of green trust in the relationship between green brand image and purchase intention. The data were collected electronically from 386 participants …

Investing In Love: The Finances Of Getting Married, Allison Frances Ivers

Honors Theses and Capstones

In attempts to examine the influence vendors have on consumers within the wedding industry, this study investigates the emotional and financial extremes brides will achieve to attain their definition of a “perfect” day. Additionally, the research shows the relationship between consumer behaviors related to wedding spending. The findings highlight the economic impacts associated with the bridal industry and the trends that define it. Couples value their wants and needs with their desire to be married. Although vendors can dictate their margin of the market, the couples getting married hold the purchasing power. During the search for secondary research, there was …

Consumer Preference In Politics: Polarization In The Us Two-Party System, Jocelyne Y. Bisson

Honors Theses and Capstones

This paper uses marketing analytics to analyze the current segmentation and positioning of the US two-party political system. In the literature review, the political parties will be illustrated as they exist in 2024 after a brief historical outline beginning with party politics post WWII. The current 2024 platforms and most polarizing issues will also be outlined in this section. This research aims to answer the following questions. Can marketing segmentation and positioning reveal the most and least polarizing party issues in the United States today? How do current presidential front runners fit into the larger US two-party system? Do their …

The Body Positivity Movement: Improving Female College Students Mental Health And Body Appreciation, Emilie Conners, Lucy Matthews, Diane R. Edmondson

Atlantic Marketing Journal

Body image concerns among college-aged women continue to be an immense issue across many college campuses. As technology advances, it has become more common for young girls and women to edit their social media photos and focus more on their flaws. Body image has a significant impact on mental and physical health; therefore, it is vital that these concerns are addressed and fought. One movement recently used as a possible way to combat this concern is the body positivity movement. However, more research is needed to understand the impact of this movement on young women. Survey data was collected via …

Trust Relationships: Tales From The Web, Magdoleen Ierlan

Atlantic Marketing Journal

Trust is an important component of any purchasing situation. In an online setting, trust becomes even more important as buyer and seller are not able to directly interact with one another. Compounding the situation is the fact that the consumer cannot directly experience the product under consideration. Organizations have attempted to address this shortcoming by allowing third parties to offer reviews of the product in question. This paper addresses how consumers process these product reviews.

By rooting this paper in trust and uncertainty reduction theory, a testable model was developed. The model was tested, and in general, more helpful reviews, …

Digital Shopper Insights: Understanding Generational Perspectives On Mobile Commerce, Ronda G. Henderson, Kimberly Mcneil, Roland Leak Dr.

Atlantic Marketing Journal

The purpose of this study was to identify the perceptions of consumers regarding the use of smartphones to shop and to determine the extent of influence age has on their intentions to use their smartphones to shop. A quantitative, descriptive research design was conducted to examine the perceptions of consumers regarding the use of smartphone-based shopping. The findings revealed that Gen Zers, Millennials, and Gen Xers reported positive perceptions about using their smartphones to shop online. Boomers were consistently more unsure in their responses. The three generation groups (Gen Zers, Millennials, Gen Xers) agreed that using their smartphones to shop …

The Impact Of Demographics And Cause Related Marketing Participation In The Black Lives Matter Movement On Company Image, Jerome Christia, Joseph Njuki

Atlantic Marketing Journal

Cause Related Marketing is an impactful marketing strategy for companies concerned about improving or maintaining their company image. This study examines the effect of cause related marketing participation Black Lives Matter movement and demographics of supporters on company image. Questionnaires from 106 respondents were collected, analyzed, and results presented. The paper reviews cause related marketing, the Black Lives Matter movement, and company image. In addition, demographic characteristics are investigated for respondent perspectives on company image. Our research indicates that there is a positive and significant relationship between cause related marketing participation in the Black Lives Matter movement on company image. …

The Black Lives Matter Movement: A Systemic Crisis That Expands Crisis Response Theory, Pam Richardson-Greenfield, Alyssa Reynolds, Ryan Cruz, Monique Bell

Atlantic Marketing Journal

Relevance to Marketing Educators, Researchers, and/or Practitioners – In response to George Floyd’s death, a variety of organizations posted messages against racism and some began to openly support Black Lives Matter, often by name, in their corporate communication initiatives. With promises of financial commitments to uplift Black communities, calls for action, and initiatives to support internal change—large and small companies, non-profits and universities—could be perceived as courageous for establishing new protocols to support such a warranted change. However, in the era of “woke washing,” or inauthentic social justice messaging, the need to assess the authenticity of corporate statements of support …

Healthcare Marketing Communication: Media Usage And Psychographic Profiles For Baby Boomer, Gen X, And Millennial Consumers, Terry Damron, Joe Cangelosi, David Kim, Ed Ranelli

Atlantic Marketing Journal

Abstract

Purpose Preventive health care information (PHCI), which functions as a cost-effective or cost-saving means of reducing mortality and improving life quality, also fuels consumer demand for otherwise underutilized preventive medical services, thereby improving profitability for service providers. This study provides healthcare marketing professionals with media usage insights and psychographic profiles useful for developing effective PHCI communication strategies.

Design This research is based on questionnaire responses (n = 813). Analysis of the variance (ANOVA) was used to assess and compare the importance consumers assigned to online PHCI sources. Factor analysis was used to determine whether attitude patterns tended to …

Product Elimination Decision And Its Impact On Consumers: The Special Case Of A Local Speedway, Mark Mitchell, Jacob Voegel, Michael Smith

Atlantic Marketing Journal

After 60+ years of operation, Myrtle Beach Speedway was closed and the property sold. The new owners will redevelop the property for commercial and residential purposes. Businesses routinely eliminate products for a variety of reasons, including under-performance and/or a desire to redeploy those resources elsewhere. What is often overlooked is the impact on consumers. In addition to reducing fan access to racing, a closed race track removes a racing opportunity for aspiring race car drivers and crew members. It can also mean shuttering tracks that once had historical significance. The history of raceway closures in the Myrtle Beach, SC area …

Making A Case For A Digital Marketing Concentration: An Analysis Of Traditionally Generalized Online Mba Programs, Paige Gardiner, Maureen Andrade

Atlantic Marketing Journal

Over the last decade, business schools have added online MBA programs to meet student demand for access, price, and geographic convenience while trying to ensure a solid tuition revenue base. Online MBA programs have been forced to waive the GMAT and reduce the number of credits required for graduation while seeking ways to bring additional value to their online programs. This research examines whether offering online MBA students a specialized marketing concentration in digital marketing will make students marketable to businesses. The research examines this conjecture and provides a recommendation for MBA stakeholders. Study 1 shows the industry demand for …

Meaningful Consumption, Aditya Gupta, Meike Eilert, James W. Gentry

Faculty Publications – Marketing

While consumers frequently seek meaning through their marketplace interactions, a comprehensive understanding of meaningful consumption is conspicuously absent from marketing literature. Such insight would notably benefit macromarketing scholars who aim to evaluate the implications of consumer purchasing decisions on quality of life. Addressing this gap, our study employs 40 in-depth interviews to arrive at the phenomenological essence of meaningful consumption. We discover that meaningful consumption comprises three key themes—rejuvenation, expansion, and consolidation—accompanied by seven related sub-themes: repair and reconnection; intellectual, pragmatic, and relational expansion; and crystallization and contextualization. Our overarching framework enriches macromarketing theory by virtue of its ability to …

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. …

Evaluating Mcdonald’S Sustainability Practices: Real Commitment Or Greenwashing?, Lorena Elizabeth Alonso De León

Business ETD Collections

This study critically examines McDonald's sustainability claims and practices, focusing on its greenhouse gas emissions and beef consumption. Through secondary research, the study contrasts McDonald's sustainable initiatives with data from reputable sources and climate institutions. While McDonald's has set a net-zero emissions target for 2050, its position as one of the largest beef buyers, contributing 1-2% of global beef consumption, undermines these efforts. The company’s approach to achieving net-zero emissions is described as vague and unattainable without significant changes to its plant-based menu, agricultural practices, and consumer awareness. The findings highlight a gap between McDonald’s sustainability claims and its operational …

Navigating The Crooked Road: A Case-Study Into The Appalachian Regional Commission’S Strategy To Promote Economic Development Through Cultural Tourism, Nicholas Relich

Gaines Fellow Senior Theses

Since 1965, the federal government’s Appalachian Regional Commission (ARC) has sought to improve Appalachia’s wellbeing by funding state and local economic development projects. One recent ARC strategy is investing in projects to develop the region’s tourism sector as a means of growth, particularly “cultural tourism,” which markets Appalachia’s cultural heritage to potential visitors. This paper seeks to evaluate the effectiveness of such ARC investments based on economic theory and by performing an empirical and qualitative case-study of one such series of projects: The Crooked Road, a music heritage trail located in Southwest Virginia. Officially organized in 2004 and receiving substantial …

A Multi-Method Examination Of Donor Overhead Aversion: Implications For Marketing A Cause, Devin Lunt, Ryan E. Freling, Lucas D. Lunt

Atlantic Marketing Journal

Overhead aversion refers to a reluctance among donors to contribute to a charitable cause when a portion of that donation is allocated to non-cause-related costs. As a consequence, there is an impact on donor intentions and behaviors. A meta-analysis shows that characteristics of potential donors and the charitable cause moderate the impact of overhead level on donation intentions and behaviors. A follow-up experiment investigates two potential mechanisms underlying overhead aversion: perceived personal impact and perceived efficiency. Results of a survey experiment suggest the negative influence of overhead costs on donative behaviors is exacerbated when potential donors doubt their ability …

Why Students Select Their College Major: An Investigative Study, Kate N. Matthews, Diane R. Edmondson, Lucy Matthews

Atlantic Marketing Journal

With the decline in the number of traditional college-aged students, understanding the degree selection process is important for departments, colleges, and universities alike. For students, selecting the proper major early is also beneficial since it reduces time in school and tuition costs. Therefore, a better understanding of the degree selection process is worthwhile. Survey data was collected from 1,177 undergraduates at a southeastern U.S. university. Survey questions included major selection influences and other attitude and demographic items. The highest ranked reason is interest and passion followed by fit with personality type. This was similar for students who changed majors. External …

Creating The New Normal: A Historical Approach To Understanding Marketing Agility And Its Implications Across Business, Healthcare, And Social Welfare In A Post Pandemic World, Elan Burton, Delancy Bennett, Linda Burton

Atlantic Marketing Journal

The purpose of this article is to expand our understanding of how marketing agility shapes business, healthcare, and social welfare policy and societal responses to global pandemics. We set the stage for this discussion by presenting an historical exemplar case of marketing agility during the 1918 Influenza pandemic in the US. Next, we outline a necessary conceptual revision and update to previous treatments of marketing agility relative to historical pandemics considering the recent COVID-19 pandemic. Our novel conceptualization focuses on a firm’s (business, healthcare, social welfare) prompt response to dynamic and turbulent circumstances beyond the control of the firm (Araújo …

Generation Z'S Use Of User-Generated Content For Travel Advice, Emmie Kay Hudson

Honors College Theses

This research project examines Generation Z’s use of TikTok’s and YouTube’s user-generated content (UGC) for travel advice related to accommodation, activities, cuisine, and other tourist practices. As this generation ages and enters the consumer market, continued research is needed to implement marketing strategies with the most significant influence. This study will examine the younger generations' behaviors and help the tourism industry understand its rising target market in comparison to Generations X and Y. This study is conducted through a non-experimental systematic literature review of the subject. This research provides information from various sources on topics such as Generation Z, TikTok, …

Binding Norms: Three Essays On The Effect Of Cultural Tightness On Consumer Behavior, Shashi Minchael

Marketing Dissertations - Archive

Cultural Tightness-Looseness reflects the variability in how different cultures mandate strict adherence to social norms and allow deviation from the social norms reflected in sanctions on norm violations. The three-essay dissertation aims to advance our understanding of the effect of cultural tightness (vs. looseness) and the resulting societal emphasis on norm adherence on consumer behavior. Specifically, the proposed research examines the effect of differences in societal norms regarding consumer frugality, system justification, and beliefs regarding the malleability of the world and individuals on consumer decision-making. In essay 1, I study the effect of societal norms regarding frugality in tight (vs. …

Built Ford Tough, Again: Does Each Generational Group Of Consumers Associate The New Ford Bronco With Positive Feelings Of Nostalgia?, Liv R. Wilson, Emily J. Plant

Undergraduate Theses, Professional Papers, and Capstone Artifacts

This marketing research paper investigates whether various generational groups of consumers associate the new Ford Bronco with positive feelings of nostalgia. The study conducted a comprehensive survey with 420 respondents to determine the extent of nostalgia evoked by new Ford Bronco advertisements among consumers of different age groups. The results of the research suggest a strong and affirmative response to the new Ford Bronco advertisements across all generational cohorts. This implies that the marketing strategy employed by Ford effectively taps into a universal sense of nostalgia, transcending generational boundaries. This finding underscores the brand's ability to connect with consumers of …

Helping Consumers Weather The Storm: The Impact Of Consumer-Targeted Resiliency Programs On Firm Value, Navid Bahmani, Atefeh Yazdanparast Ardestani

School of Business

Purpose: With the goal of helping consumers bounce back from the financial challenges they faced as a result of the COVID-19 pandemic, many firms developed and announced consumer-targeted resiliency programs (e.g. Walgreens waived delivery fees, Associated Bank allowed deferred mortgage payments). However, there is a paucity of research examining the unique features of these programs, and whether firms' investors (the first external stakeholder group to provide them with feedback regarding their strategies) were receptive to these programs during a period of time in which firms themselves were suffering financially. Drawing on resilience theory and stakeholder theory, the present research incorporates …

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

Journal of Aviation/Aerospace Education & Research

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