Business Commons^™

The Contributors, Marites Tiongco

DLSU Business & Economics Review

No abstract provided.

Native Advertising: A Close Look At An Emerging Advertising Unit, David Kamerer

School of Communication: Faculty Publications and Other Works

This study is a content analysis of a random sample of in-feed native ads, as curated by the Sharethrough Native Advertising Leaderboard. A native ad is paid content that looks like organic content and is served in the same feed. Native ads can earn premium CPMs for publishers, while giving advertisers a “lean in” format that online readers may actually enjoy. What are these native ads like? They utilized a mixture of assets including text (almost all), photos (an average of five), videos (almost half had one or more), interactive elements (20 percent) and GIFs. Only 75 percent of ads …

Network Carriers’ Strategic Decision With Low Cost Carrier Entry, Tamilla Curtis

Publications

Good decisions require that each decision-maker accurately predicts the strategic moves of the other parties. Dealing with prospective low-cost carrier (LCC) entrants is critical for global network airlines. This research focused on two main issues. First, it investigates competitive reaction by established US airlines when they face an LCC entrant in the less congested, small-sized US regional airports. Second, it examines which of the market indicators are most likely to influence airline fares out of small regional airports with the LCC entry. While the first stage of research demonstrated mixed results and did not discover any patterns in airline behaviour …

Neural Networks In Strategic Marketing: Exploring The Possibilities, Kristen Bell Detienne, David H. Detienne

Faculty Publications

A review of the literature indicates that few studies have used artificial neural networks (ANNs) for data analysis in business and marketing research, even though there are many benefits to the use of ANNs. Therefore, this article discusses neural networks (NNs) that can be used in addition to or as an alternative to linear regression for data analysis in strategic marketing. The function and layout of NNs make them ideal for research dealing with nonlinear, incomplete, unspecified, or ‘fuzzy’ data and offer several advantages over linear regression. Unfortunately, in many marketing studies, the information being modeled is far from flawless …

2017 January, Office Of Communications & Marketing, Morehead State University.

Morehead State Press Release Archive, 1961 to the Present

Press releases for January of 2017.

Effective Strategies Small Retail Leaders Use To Engage Employees, Dr. Janet Lynn Deskins

Walden Dissertations and Doctoral Studies

Research suggests that 70% of North American employees are disengaged in the workplace. Some small retail managers lack strategies for engaging employees. Using the employee engagement framework, the purpose of this descriptive case study was to explore successful strategies that small retail managers use to engage employees. The target population was small retail leaders, purposefully selected because of their success with engaging employees at an Orlando, Florida, company. Data collection was through face-to-face interviews with 5 leaders; and a review of archived organizational documents, including company memorandums, central email software, and online customer reviews through social media websites such as …

Strategies To Teach Customer Service Skills, James Francis Ortman

Walden Dissertations and Doctoral Studies

Business managers' failure to retain dissatisfied customers leads to millions of dollars in lost revenue. The purpose of this single case study was to explore managers' training strategies to teach sales associates customer service skills. The sample included 3 training managers from the mobile phone industry in Michigan who recorded a 25 % increase in customer retention after implementing customer service training. The conceptual framework for this study was human capital theory. Data were collected from semistructured interviews and training documents. Data analysis entailed using coding techniques and cluster analysis. Member checking applied to clarify the interpretation of participants' responses …

Integrating Consumer Feedback Into Business Marketing Strategies, Elijah G. Clark

Walden Dissertations and Doctoral Studies

Consumer feedback and reviews are critical to the success of businesses because 49% of consumers trust online reviews more than other sources. The purpose of this multicase study was to explore marketing managers' strategies for using consumer reviews to improve marketing success, brand awareness, and their clients' profitability. The conceptual framework for this study was built upon organizational theory and disruptive innovation theory. The participants were recruited through local events, social media, and e-mail. Data were collected from public online records and semistructured telephone interviews using 1 marketing manager from each of 5 marketing agencies in North Texas. Thematic analysis …

Small Business Marketing Strategies For The First 5 Years, Shiina Pai

Walden Dissertations and Doctoral Studies

Small businesses have an integral role in the U.S. economy and represent 99.7% of all employers in the United States; however, approximately 50% of small business start-ups fail within the first 5 years. Developing and implementing a well-formulated marketing strategy is critical to the success of business because a marketing strategy provides long-term benefits for a company's financial performance and increases the survival rate. The objective of this case study was to explore the marketing strategies that small retail business owners use to sustain their businesses for the first 5 years. The population was 5 successful retail-based small business owners …

“Contemporary Breadlines”: A Field Study Of Fast-Food Drive-Thru Service Delivery, Jon M. Martin

AMTP Proceedings 2017

This study focuses upon US fast-food drive-thru delivery, assesses its cycle times, identifies its common delays and inefficiencies, and proposes solutions for improvement. The author, having become a live-alone bachelor since 2012 admittedly has routinely been a regular fast-food consumer, and as a researcher has over the past 4 years convenience-tallied this field study of fast-food drive-thru delivery. The average drive-thru wait time for these fast-food establishments was .81 minutes with average processing times of 3.6 minutes for a total average of 4.45 minutes with an average standard deviation of 2.1 minutes. This data suggests statistically (assuming a normal distribution) …

Facebook And Branding Of Small To Medium-Sized Enterprises, Angella Banks, Perry Haan

AMTP Proceedings 2017

Small to Medium Size Enterprise (SME) owners face many challenges as they strive to keep their businesses afloat. Although these challenges vary, one of the most prevalent is the inability to market effectively. Over 50% of SMEs close within the first five years (Cronin-Gilmore, 2012). This case study explored the relationship between Facebook and SMEs’ brands, and Integrated Marketing Communications (IMC). Through the examination of these relationships, the study identified barriers that hinder SMEs ability to use Facebook effectively and further strengthen their branding strategies. Facebook can be an inexpensive marketing tool that SME owners has access; however, challenges exist, …

Winning Off The Field: How Social Media Analytics Measure The Sports Industry, Ryan Mcgarvey, Peter Titlesbaum

AMTP Proceedings 2017

Since Facebook became available to the public, social media (SM) has become the most popular online activity. Currently, 91% of adults are active SM users. Of this 91% of adults on SM, more than 20% of their time online is spent on networking sites like Facebook and Twitter (Weiguo and Gordon, 2014). These powerful tools connect people around the world and show no signs of slowing down.

SM has become a popular online activity for individuals, especially for those involved in business. SM is seen as a tool to aid businesses in spreading their own message, at little to no …

Traditional Vs. Online Universities: Who Is Using Social Media Marketing?, Lisa Witzig, Joe Spencer, Katlyn Myers

AMTP Proceedings 2017

The use of online social communities for online universities seems a topic where usage can be taken for granted. This paper provides an analysis of social media usage by traditional and online universities and compares their activity levels. The paper analyzes the social media activities of the top 53 undergraduate and top 53 graduate online programs as compared to their traditional programs. Despite the need to engage through these social media sites, online universities in general and online graduate-level programs in particular are not taking advantage of these sites to build communities and deepen relationships with students and alumni as …

The Marketing Plan: Using Marketing Plans And Related Resources To Support Experiential Learning In The Classroom, Ronald Dick Ed.D, Dorene Ciletti Ph.D, Audrey Guskey Ph.D

AMTP Proceedings 2017

The marketing plan is the cornerstone of every vice president or director of marketing’s success. At the core the marketing plan is a one to five year plan of the financial future of the organization, and resources are readily available for marketing plan review and development within the structure of a marketing-related course. Recent employer surveys point to critical thinking, problem-solving, and collaborative team experiences as desirable skills for entry-level hires, and applied experiential projects as a desirable educational practice. This session aims to explore usage of the marketing plan as a means to provide employer-desired skills, support course objectives, …

Determinants Of Ongoing Participation In A Masters-Level Sport: The Impact Of Internal Attributes And Experiences With The Organization, Nicole S. Vowles, Clayton L. Daughtrey, Mick Jackowski

AMTP Proceedings 2017

This research aims to empirically determine which factors best explain ongoing participation in a masters-level sport. Ongoing participation, a form of customer loyalty, is critical in many non-profit service industries where organizations have limited resources available to attract new customers.

The objective of this research leads to the inclusion of a breadth of variables. Several internal factors are hypothesized to play a role in ongoing membership, including the source of motivation, perceived ability in the sport, identification with the organization, level of participation, and personal attributes such as age, gender, and family stage. External factors that are hypothesized to influence …

I Love My Team! Factors Leading To A Relationship With A Sports Team., Carly Odom, Jamye Foster, Melanie Bruce

AMTP Proceedings 2017

What makes people connect with a particular sports team? Sports marketing research typically focuses on the sport specific elements of loyalty (geography, family history, social interactions), and general marketing research also considers the emotional component. Going a step further, and examining the factors within the larger relationship context could improve our understanding of why people connect with certain sports teams. Therefore, the purpose of this research is to examine the impact of specific factors (socialization, proximity, attitude toward the team, and self-image congruence) on the initiation of a relationship with a sports team – which includes both the (1) development …

Community Sport Service Provision, Resident Satisfaction, And Participation, Liangjun Zhou, Xiaoying Chen, Beth A. Cianfrone, Jerred Junqi Wang, Nathan David Pifer, James J. Zhang

AMTP Proceedings 2017

Advocating for the “gold medal strategy”, China has made great advancements in elite sports; however, the significant achievement in elite sports has not translated into the development of mass sport participations. To form a stronger foundation of a sport pyramid, more attention should be directed to community sports and promoting healthy lifestyles. The purpose of this study was to examine the impact of community sport service provisions on participants’ satisfaction and in turn on their sport participation behavior. In the current study, the public sport service in community includes sport facilities, sport organizations, sport programs, fitness test, and volunteer services …

Advancing Customer Experience Theory: Five-Way Conversations In Two-Person Customer-Marketer Talk, Carol M. Megehee, Arch G. Woodside

AMTP Proceedings 2017

This study advances customer experience theory (CET) by configuring research on talk, storytelling, customer-marketer interactions, and customer assessments of experiences in encounters with sales and hospitality/service representatives. Customers’ introspections and assessments of their meetings with marketers constitutes one genre of storytelling that include not only surface talk between two persons but surface and subsurface (nonconscious) talk between persons and within self. Practical implications include creative storytelling scripts for performing in sales and service training programs in firms and classroom contexts. Given the centrality of face-to-face meetings in many consumer shopping contexts (e.g., cars, houses, medical services; campus visits by high …

Product Line Extension: Does Upward Line Extension Hurt Or Benefit Competitive Advantage? The Case Of Honda’S Acura, Nissan’S Infiniti, And Toyota’S Lexus Brands, Abhay Shah

AMTP Proceedings 2017

Caldieraro, Kao, and Cunha Jr. (2015) report that when a company extends its product line (and brand name) upwards to premium products, it hurts the company’s overall demand, market share, and competitive advantage. However, evidence from the auto industry contradicts their findings. The three most successful line extensions in the luxury segment in the auto industry are Honda’s Acura, Toyota’s Lexus, and Nissan’s Infiniti. Line extensions are categorized as follows: extensions where a firm extends its brand horizontally (similar quality) or vertically (upward or downward) using the current brand name, and line extensions, where a firm extends its product line …

The ‘Digital Native’ Myth And Marketing Simulation Success, Melanie Eva Bruce

AMTP Proceedings 2017

Simulations are increasingly popular as a method of teaching in business colleges as educators move away from passive learning towards more active/experiential learning (Young, Klemz, & Murphy, 2003). Simulations are designed to replicate real world experiences and have been shown to increase students’ enthusiasm, interest and involvement, and help them to connect theory to practice. Business course simulations are predominantly computer based online programs that allow students to make discipline specific decisions for a hypothetical company.

The generation born roughly between 1980 and 1994 has been characterised as ‘digital natives’ (Prensky, 2001a) or the ‘Net generation’ (Tapscott, 1998) because of …

Managerial Short-Termism: An Integrative Perspective, Atanas Nikolov

AMTP Proceedings 2017

Due to the intangible nature and accounting treatment of marketing expenditures in the public corporation, such investments are prime candidates to being sacrificed on the altar of managerial short-termism. Usually termed marketing myopia or myopic management in general, the practice of underfunding marketing investments such as advertising has been linked to multiple negative outcomes in terms of firm performance and future firm value (Aaker 1991; Pauwels et. al 2004; Mizik and Jacobson 2007; Mizik 2010; Chapman and Steenburgh 2011). However, myopic management research in marketing suffers from numerous shortcomings. First, most authors focus on unique contexts under which myopic management …

Small Business Issue: “How Do We Avoid The Speed Trap And Not Get Hit By The Speeders?”, Dave Mcmahon, Stephen M. Rapier, Michael Mccall

AMTP Proceedings 2017

The authors examine the use of online panels, the assumptions that are being made, and the dangers of those assumptions for small business. Specifically, the authors investigate the existence and possible effects of speeders. They conclude with a discussion of the implications and how to avoid falling into the traps that this problem may create.

Internationalizing U.S. Master’S Universities: Emerging Opportunities For Marketing Faculty, Lynn W. Mcgee, Inga Poetzl

AMTP Proceedings 2017

One of the faster growing sectors of higher education in the US over the past three decades has been the master’s university. Another fundamental trend over this period has been the consistent increase in expectations of students, parents and business employers that international experiences and competencies become part of the curriculum at the undergraduate level.

Opportunities for marketing faculty from master’s universities to add international perspectives to marketing courses have expanded over the past decade. The growth and re-shaping of faculty grant programs such as the Rockefeller, Rotary and Fulbright grants reflect this opportunity. In particular, the U.S. Fulbright Commission …

A Collaborative Logo Design Project For A Startup Therapeutic Medicine Company, Tulay Girard, Luke Hallman

AMTP Proceedings 2017

A logo design project was initiated in collaboration to serve the research, teaching, and service needs of the faculty, learning experience needs of the student, and the brand recognition need of a startup company. The company for which logo was developed and tested specializes in producing an herbal supplement for Type II diabetics that is naturally derived from plants and taken orally with a well-known Type II diabetes medication.

Most literature has focused on how to design effective logos but only a few studies have focused on the methods to develop and test the associations that logos represent. Therefore, the …

Utilitarian And Hedonic Shopping Behavior In The Face Of Natural Disaster, Lindsay R.L. Larson, Hyunju Shin

AMTP Proceedings 2017

Terror management theory suggests that events which make one’s mortality salient also lead to compensatory processes and behaviors meant to alleviate existential anxiety. Applications within the field of consumer behavior have led to the proposal that any such event may also impact materialism and consumption decisions as a protectant from such anxiety. With this in mind, the current study sets out to investigate the personal experiences and subsequent shopping behavior of those impacted by Hurricane Matthew in the coastal southeastern region of the United States. While Hurricane Matthew had nowhere near the destructive impact of Katrina within the continental United …

Segmentation Of The Aruban Tourism Market: Classification Of Visitors’ On-Island Activities, Deborah J.C. Brosdahl, Roasalind C. Paige

AMTP Proceedings 2017

Travel and tourism offices in destinations throughout the world are keenly aware of the importance of attracting visitors to their locale. This is especially true in places where tourism is an important component of the local economy. Nowhere is tourism more important than for the island nations of the Caribbean, an area that has been called one of the most tourism dependent regions in the world. With approximately 1.22 million people visiting each year, the Caribbean island of Aruba “The World Tourism Council (WTTC) reports Aruba’s GDP is more reliant on travel and tourism than any other nation, relative to …

Race Ethnicity And In-Store Mobile-Assisted Shopping In The Us, Kristine Johnson, Manuel C. Pontes

AMTP Proceedings 2017

This research primarily investigates the relationship between race ethnicity and consumer use of mobile phones in-store to facilitate purchase decisions. Data were collected by a telephone survey of a nationally representative sample of US adults between January 5 and January 8, 2012. The data collection was sponsored by the Pew Foundation and made available for this research. The data were analyzed with the software R and its survey package that allow researchers to incorporate the sampling weights to estimate population statistics, standard errors, and confidence intervals.

The independent variables were demographic variables (race ethnicity, gender, and household income) and behavioral …

A Cit Investigation Of Patient Deception Using Self-Discrepancy Theory, Gary Daniel Futrell

AMTP Proceedings 2017

It is widely accepted that patients knowingly lie, mislead, and deceive health care professionals working in their favor. While physicians do their best to provide patients with quality care, patient deception can not only affect service quality and patient satisfaction, but also physician effectiveness and medical outcomes. The current research consists of a qualitative investigation of this phenomenon and seeks to lay the foundation for a self-discrepancy theory perspective of patient deception.

Self-discrepancy theory (SDT) seeks to explain how emotional discomfort can be caused by conflicting beliefs about one’s self. That is, a discrepancy arises and there is emotional discomfort …

Ambivalent But Not Indifferent: Consumer Motivations To Seek Versus Avoid Professional Advice, David Lewis

Theses and Dissertations (Comprehensive)

An under-explored dimension of consumer decision-making is the motivation for seeking professional advice. While extant research in marketing describes some antecedents to seeking advice (e.g. complexity, risk), it is not known how these factors combine to influence consumer intentions to seek advice. Given the general consumer reluctance to obtain professional advice, the current research examines the factors that influence the motivations to seek advice. Professional financial advice is selected as the empirical context to investigate this issue.

The first of two studies involved exploratory qualitative research and revealed the factors affecting the motivation to seek advice. It was observed that …

Ways Of Depicting: The Presentation Of One's Self As A Brand, Lelia Green, Richard Morrison, Andrew Ewing, Cathy Henkel

Research outputs 2014 to 2021

The research question animating this article is: 'How does an individual creative worker re-present themselves as a contemporary - and evolving - brand?' Berger notes that the "principal aim has been to start a process of questioning" (5), and the raw material energising this exploration is the life's work of Richard Morrison, the creative director and artist who is the key moving force behind The Morrison Studio collective of designers, film makers and visual effects artists, working globally but based in London. The challenge of maintaining currency in this visually creative marketplace includes seeing what is unique about your potential …