Business Commons^™

The Global Value Chain Effects Of Rcep: Estimating The Impact On The Philippines, Caesar B. Cororaton

DLSU Business & Economics Review

This paper extends the global CGE model results of Cororaton (2022) by disaggregating further the RCEP trade creation effects on the Philippines into global value chain (GVC) impacts. The GVC analysis indicates that the trade agreement in RCEP results in higher Philippine exports of US$ 2.8 billion in 2031, of which the increase in Philippine domestic value added is US$ 2.4 billion, significantly higher than the foreign value added of US$ 403 million. Electronic products contribute 67% of the value added generated within the Philippines. The increase in the import contents of Philippine exports is only US$ 413 million. Furthermore, …

Toward Charity Engagement Of Generation Z: Do Gender And Economic Standing Of Household Matter?, Sylwia Badowska, Liwia Delińska

Journal of Marketing and Consumer Behaviour in Emerging Markets

In Poland, non-profit organizations face challenges in attracting and engaging donors, especially of younger ages, in charity. The study explores factors such as gender and household economic standing of Generation Z’s representatives in order to determine charity engagement in the wake of the frequency, value, and channels of financial donations among Generation Z. A survey (CAWI method) was conducted among young people under 25 in Poland. Descriptive statistics and statistical tests were performed to analyse the primary data.

Outcomes show that young donors mostly provide financial aid donations once a year and both online platforms and traditional collection methods were …

Storytelling As A Method Of Increasing The Engagement Of Market Research Participants, Michał Ścibor-Rylski

Journal of Marketing and Consumer Behaviour in Emerging Markets

The presented study is a partial replication of the effect discovered in the author’s previous studies on the influence of storytelling techniques on quantitative market research participant engagement. The study was conducted using the CAWI method on a nationwide sample of N=517. In the experimental group, all questions were asked in a narrative form and were part of a coherent story. The traditional approach was used with the control group. An additional independent variable was the moment of giving instructions containing storytelling elements: before or after the presentation of the advertisement The results replicate the main effect showing that using …

Innovation Reputation And Market Capitalization: The Moderations Of Firm Size, Industry, And Asset Efficiency, Arilova Randrianasolo, Alexey V. Semenov

Funded Scholarship

Purpose – This study investigates the utility of innovation reputation in boosting stock market valuations by examining the influences of firm size, industry and asset efficiency on the focal relationship.

Design/methodology/approach – The moderations were tested across two studies. Study 1 (N = 500) analyzed the influence of innovation reputation on market capitalization and the firm size moderation across manufacturing and service firms. Study 2 (N = 100) assessed the moderations of firm size and asset efficiency in high-vs low-innovation industries.

Findings – Results indicate that innovation reputation significantly predicts market capitalization, with a stronger effect for larger firms. This …

Anatomical Depiction: How Showing A Product's Inner Structure Shapes Product Valuations, Seo Yoon Kang, Junghan Kim, Arun Lakshmanan

Research Collection Lee Kong Chian School Of Business

Anatomical depiction is a technique where the product is decomposed into components that are spatially arranged in a layer-by-layer manner to visually explicate its inner structure. The authors demonstrate that anatomical depiction, compared to non-anatomical depiction, enhances product valuation. This effect occurs because anatomical depiction elicits a ‘coming together’ of the inner components in consumers’ minds thereby evoking a gestalt image of the product – a process labeled simulated assemblage. The elicitation of simulated assemblage in turn boosts their confidence in the product’s performance. Two field experiments first demonstrate that anatomical depiction leads to greater engagement in online settings such …

Will Labubu Be A Keeper Like Hello Kitty And Pokémon?, Hannah H. Chang, Joy Zhang

Research Collection Lee Kong Chian School Of Business

In a commentary, SMU Associate Professor of Marketing Hannah Chang and Joy Zhang, a student from United World College of South East Asia, explored the unique qualities that enable certain toy fads to transcend trends and become cultural icons. They also examined the rising popularity of Labubu, offering insights into whether it has the potential to achieve enduring icon status comparable to the likes of Hello Kitty.

What Are The Key Considerations Of Social Enterprises Planning To Scale, And How Do These Considerations Interact To Shape The Scaling Journey?, Clodagh O'Reilly

Doctoral

Social enterprises are organisations that pursue dual social and commercial goals. With increasing social issues facing our global society today, as highlighted by the United Nations Sustainable Development Goals, social enterprises are well-positioned to respond and have a positive impact. Despite the increased recognition of the contribution of social enterprises, research into the phenomenon remains fragmented and underexplored. This study explores how social enterprises scale and what factors and elements are required. Furthermore, the research explores how the factors interconnect, interact and shape the scaling journey.

Customer Service Operations: A Gatekeeper Framework, Maqbool Dada, Brett A. Hathaway, Evgeny Kagan

Faculty Publications

Customer service has evolved beyond in-person visits and phone calls to include live chat, AI chatbots and social media, among other contact options. Service providers typically refer to these contact modalities as “channels”. Within each channel, customer service agents are tasked with managing and resolving a stream of inbound service requests. Each request involves milestones where the agent must decide whether to keep assisting the customer or to transfer them to a more skilled – and often costlier – provider. To understand how this request resolution process should be managed, we develop a model in which each channel is represented …

Rethinking Compliance: How Goal Congruence Can Lead To Noncompliance And Positive B2b Performance, Paige Harrison Fender

Graduate Theses, Dissertations, and Problem Reports (ETD)

Traditional marketing theories (e.g., agency theory) suggest that aligning goals with a partner firm will enhance compliance and lead to better overall performance for both firms. The research on positive deviance, in contrast, suggests that a firm may deviate from contractual terms in order to accomplish shared goals and enhance performance. Merging these perspectives and pulling from more nuanced discussions of compliance, this dissertation explores the potential deleterious effects of goal congruence on compliance. Specifically, we examine the conditions in which goal congruence leads to both compliance and noncompliance and how these conditions impact performance. Additionally, this dissertation examines how …

Discretionary Tone In Reward-Based Crowdfunding: Do Project Owners Talk Their Way To Success?, Douglas Cumming, Yihui Lan, Yuan George Shan, Junru Zhang

Research outputs 2022 to 2026

This study examines the relationship between abnormal tone and project performance of reward-based crowdfunding (RBC) using the Kickstarter data from 2009 to 2020. We document a negative relationship between abnormal tone and the success of a project in the RBC campaign section, while a positive impact in the Risks and Challenges section. This outcome remains robust to a variety of sensitivity tests and after accounting for potential endogeneity concerns. Cross-sectional analyses reveal that the effect of abnormal tone in RBC on project success is contingent on project quality and legal jurisdiction. Further investigation of the concurrent effect of abnormal tone …

It Takes Two To Tango: The Overlooked Process Of Co-Creation In Services Marketing, Natalie A. Marquart

Graduate Theses, Dissertations, and Problem Reports (ETD)

This dissertation investigates the mechanisms of effective co-creation in patient-provider interactions within the U.S. healthcare system, a critical area given pervasive systemic frustrations and the dyadic nature of care. Grounded in Social Cognitive Theory and Service-Dominant Logic, the research proposes a conceptual model where patient self-efficacy fosters cooperation, mediated by the dimensions of symmetry, alignment, and agreement, ultimately influencing patient outcomes. Perceived response efficacy is hypothesized to moderate this relationship. A mixed-methods approach was employed, consisting of two complementary studies. Study 1 utilized qualitative, semi-structured interviews with 20 patients and 5 healthcare providers to deeply explore how self-efficacy, perceived response …

Identifying The Metaverse Value Recipe(S) Affecting Customer Engagement And Well-Being In Retailing, Gaganpreet Singh, Sanjit K. Roy, Chrysostomos Apostolidis, Mohammed Quaddus, Saalem Sadeque

Research outputs 2022 to 2026

Following the increasing interest of retailers in engaging with their consumers using digital channels and platforms, this study uses affordance theory and Leroi-Werelds' value typologies as a theoretical lens to identify recipes (i.e., combinations) of positive and negative affordances that facilitate or impede their interactions with the metaverse in the retail context. More specifically, the study aims to unveil the complex interplay between different value dimensions influencing customer engagement in the metaverse and their impact on customers' well-being. Fuzzy-set qualitative comparative analysis (fsQCA) was used to analyse data from Australian consumers. This research deviates from earlier studies that have focused …

Blurred Vision: Understanding Barriers To Initiating Collaborative Market Driving, Kim Feddema, Daniel Schepis, Liudmila Tarabashkina, Sharon Purchase

Research outputs 2022 to 2026

Purpose: This paper aims to examine why many producers of origin-bound products struggle to collectively drive increases in market value, despite shared interests. The authors apply a collaborative market driving (CMD) lens to the early stages of collective efforts, to identify the key motivators, visioning processes and explore why CMD can fail to initiate. Design/methodology/approach: The authors present a qualitative case study of the Western Australian monofloral honey industry. Data includes 64 producers’ and distributors’ online content and 30 interviews with stakeholders. Leximancer was used to map marketing communications, and participant narratives were thematically analysed using terroir and authenticity frameworks. …

Unveiling The Charisma Of Artificial Intelligence: How Voice Assistants Captivate Users And Emotionally Influence User Experience, Bibaswan Basu, Sanjit K. Roy, Chrysostomos Apostolidis

Research outputs 2022 to 2026

Although studies have explored user experience (UX) with artificial intelligence (AI)-powered voice assistants (VAs), the cognitive, psychological, and emotional factors affecting user engagement and experience with VAs have yet to be investigated in depth. Drawing on cognitive absorption and broaden-and-build theories, this study investigates how VAs captivate users, enhance positive emotions, and influence the overall UX. To address these questions, we conduct three types of analyses—exploratory, confirmatory, and configurational—utilizing data from 125,600 user reviews on a popular VA platform (Google Assistant) from 2017 to 2024. First, we employ bidirectional encoder representations from the transformers (BERT)topic modeling to unearth relevant cognitive …

Determinants Of Customers’ Variety Seeking Intentions On Mobile Food Ordering Applications, Chandrasekaran Padmavathy, Seon Jeong Ally Lee, Murugan Pattusamy, Sanjit K. Roy

Research outputs 2022 to 2026

Mobile Food Ordering Applications (MFOAs) have gained prominence in the hospitality sector, particularly post-COVID-19, reflecting customers’ preference for digital food ordering. Despite this, there remains ample opportunity for substantial research in this evolving domain. This study examines the impact of technological, psychological, and economic factors on customers’ variety seeking intentions, by utilising the Elaboration Likelihood Model (ELM). Drawing on a sample of 979 customers from India, results show that deal proneness, personalised product recommendations, online ratings, and delivery timeliness show mixed effects on variety seeking intentions. The results also show that perceived convenience acts as a mediator between central and …

Navigating Technological Disruptions: The Interplay Of Ai-Based Stakeholder Engagement, Marketing Agility, And Firm Performance, Ali N. Tehrani, Sanjit K. Roy

Research outputs 2022 to 2026

Purpose – This study aims to examine how artificial intelligence (AI)-based stakeholder engagement can enhance marketing agility and improve firm performance, particularly in environments with high technological turbulence. Design/methodology/approach – Data were collected through a survey of 335 companies across diverse industries in Australia, using validated scales for AI-based stakeholder engagement, marketing agility, firm performance and technology turbulence. Partial least squares structural equation modelling was used to analyse the data. Findings – The results indicate that engaging stakeholders through AI technologies positively influences marketing agility, which in turn enhances firm performance. These effects are amplified in conditions of high technology …

Investigating Brand Awareness, Brand Image, And Perceived Quality On Customer Loyalty, Antaja Nadjwa, Diandra Srivania, Hasna Rizki Mardhiana

Jurnal Vokasi Indonesia

This study investigates the impact of brand awareness, brand image, and perceived quality on customer loyalty, with a focus on Telkomsel users within the Creative Business program at Universitas Indonesia. Employing a quantitative research methodology, data were collected from 50 respondents using a structured questionnaire and analyzed using SPSS 26. The findings reveal that all three factors—brand awareness, brand image, and perceived quality—positively influence customer satisfaction, which in turn significantly enhances customer loyalty. Specifically, perceived quality emerged as the most influential factor driving customer satisfaction, followed by brand image and brand awareness. The study underscores the critical role of perceived …

Utaut And In-App Purchase: Revealing Factors Driving Users To Switch To The Premium Version In Online Dating Apps, Diyanti Pratiwi Ginting, Gita Gayatri

ASEAN Marketing Journal

This study aims to understand the factors influencing purchase intention in premium online dating applications. The main focus is on performance expectancy, effort expectancy, privacy risk, habit, enjoyment, social value, and quality. Data was collected through an online survey in March 2023 with respondents residing in Indonesia. The research method used is descriptive quantitative, based on the Unified Theory of Acceptance and Use of Technology (UTAUT). The variables in this study were measured using a 5-point Likert scale. The sample consisted of online dating app users who had never subscribed to the premium version and had been using the app …

Identifying Factors Of Consumer’S Purchase Intention On E-Cars, Dhita Nur Maulida, Fatya Alty Amalia

ASEAN Marketing Journal

Manuscript type: Research Article

Research Aims: To evaluate the factors that can shape attitudes to use and purchase intentions for e-cars, either directly or through mediating variables.

Design/methodology/approach: Data were collected through a quantitative approach by administering a survey to 410 respondents, both those who already owned an e-cars and those who did not. Analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method.

Research Findings: The output shows that Performance Expectancy and Social Influence significantly influence Attitude Toward Using and Purchase Intention. Meanwhile, Facilitating Condition positively affects Attitude Toward Using, but requires the mediation of Attitude Toward …

Exploring The Dynamics Of Umbrella Brand And House Of Brand Strategies On Organizational Performance: A Comparative Analysis, Olalekan Ezekiel Ajayi

ASEAN Marketing Journal

The study examined the impact of dimensions of Umbrella Brand and House of Brand Strategies (brand awareness, customer trust, Brand Message, and Brand decision) on Organizational Performance. A sample of 109 Marketing managers and representatives within the Coca-Cola Company in Ido, Lagos Mainland. Data analyse both descriptive and inferential statistics using the IBM-SPSS version 27. There was significant prediction of brand awareness on organizational performance F(1, 99) = 302.14, R² = 0.46; pcustomer trust on organizational performance F(1, 99) = 102.24, R² = 0.46; pbrand awareness on organizational performance F(1, 99) = 88.15, R² = …

The Empowerment Of Consumers With Disabilities: The Role Of Self-Esteem, Accessibility, And Access To Information, Megawati Simanjuntak, Fauzia Rahmi, Santi Utami Dewi

ASEAN Marketing Journal

Consumer empowerment in Indonesia remains relatively low, particularly for individuals with disabilities. This study investigates the roles of accessibility, self-esteem, and information access in empowering disabled consumers. A total of 100 participants with physical disabilities, aged 17 and older, were surveyed regarding their online and offline purchasing experiences. Data were collected via an online questionnaire and analyzed using SEM PLS. Results indicate that self-esteem and information accessibility significantly influence the empowerment of consumers with disabilities, with the Disabled Consumer Empowerment Index categorized as "not empowered." Notably, the knowledge dimension received the lowest scores based on a traffic-light system. These findings …

From Virtual To Reality: The Influence Of Digital Engagement And Memorable Experiences On Tourist Revisit Intentions, Tz-Li Wang, Muhammad Azizurrohman

ASEAN Marketing Journal

Research Aims: This study investigates the role of Digital Engagement in mediating the relationship between Marketing Mix, Destination Image, and Revisit Intentions in the tourism industry. It also examines how Technology Adoption and Memorable Tourism Experiences moderate this relationship, providing a deeper understanding of the factors that enhance tourist loyalty in a digitally driven travel environment.

Design/Methodology/Approach: A quantitative research design using Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to analyze survey data collected from international tourists who visited Taiwan. The study assessed the direct, indirect, and moderating effects of key tourism variables using reliability and validity tests, …

Pengaruh Religiusitas Terhadap Intensi Boikot Mahasiswa Ui Untuk Produk Terafiliasi Israel, Muhammad Haiqal Fauzi, Rifkanissa Azzahra, Raditya Akhdan Nirwasita, Muhammad Izzan

Jurnal Manajemen dan Usahawan Indonesia

This study aims to analyze the factors influencing students at Universitas Indonesia (UI) in participating in the boycott movement against products affiliated with Israel. Data were collected through an online survey of 408 UI students from the 2021–2024 cohorts. The sample was selected using the purposive sampling method. Analysis using Covariance-Based Structural Equation Modeling (CB-SEM) demonstrates that anger, empathy, and subjective norms have a positive and significant impact on boycott intentions, while religiosity is not significant. Economic threats are found to increase anger, which in turn drives boycott intentions. These findings emphasize that emotional factors and social pressure play a …

Technology Emancipative And Traditionalist Value In Cross-Cultural Market Segmentation, Maria Petrescu, Burak Cankaya, Marie-Odile Richard, Aidin Namin

Publications

This article identifies five key consumer segments based on digital technology-related behavior, attitudes toward technology (ATT), and cultural values, using cross-cultural data from the large-scale World Values Survey and national data from Pew Research data, and a combination of traditional clustering, latent class analysis, and explainable artificial intelligence (XAI) methods. The segments— Moderate Tech Enthusiasts, Highly Religious Traditionalists, Tech-Savvy Cosmopolitans, Secular Emancipatives, and Conservative Technophobes— reveal varying degrees of technology adoption and cosmopolitanism across cultures. The results indicate the interconnectedness between consumer behavior and attitudes toward technology, emancipative values, religiosity, political orientation, and cosmopolitanism, as well as the influence of …

Refereed Research: A Sufficientarian Approach To Consumption Ethics In The Face Of Climate Change, Srinivas Venugopal, Ronika Chakrabarti

Subsistence Marketplaces

In this paper, we adopt a sufficientarian ethics approach to study the concern of consumption inadequacy engendered by climate change in subsistence communities. The sufficientarian approach to consumption ethics dictates that in the face of climate change, priority should be afforded to establishing and maintaining consumption adequacy in low-income settings. We elaborate on the basic principles underlying sufficientarian ethics and compare it to alternative approaches such as utilitarian ethics and prioritarian ethics. Subsequently, we turn our attention toward specifying how poverty and the deleterious impact of climate change combine to render subsistence communities more vulnerable to consumption inadequacies as compared …

Advancing Healthcare Through The Integration Of Digital Twins Technology: Personalized Medicine’S Next Frontier, Sharmin Attaran, Mohsen Attaran

Marketing Department Faculty Journal Articles

The use of Digital Twin technology has been expanding rapidly, and projections indicate that it will continue to proliferate across various applications, use cases, and industries, including healthcare. In recent years, the healthcare sector has seen an acceleration in digital transformation. This fast-paced change offers both opportunities and risks, especially with emerging technologies like digital twins, which are relatively untested and still in the early stages of adoption in medical care. This paper aims to conduct a literature review to explore how digital twins facilitate intelligent automation in healthcare. It defines the concept, traces the technology’s evolution and development, reviews …

How Can Faith Based Nonprofits Acquire And Retain New Donors From Generation Z?, Mariana Combariza

Undergraduate Honors Theses

Faith-based nonprofits, such as World Vision or Compassion International, are aware that their primary donor demographic is aging. As such, they face pressure to engage younger generations who will likely become their future financial supporters in order for their nonprofit work to be sustained. Although multiple qualitative studies have demonstrated the interest and desire that Generation Z has to donate to causes they believe in, further research is needed to understand their donation behavior and how it correlates to nonprofits’ marketing strategies. In this study, we use quantitative and qualitative data from over 243 randomly selected Gen Z college students …

Utilizing Large Language Models To Synthesize Product Desirability Datasets, John D. Hastings, Sherri Weitl-Harms, Joseph Doty, Zachary L. Myers, Warren Thompson

Research & Publications

This research explores the application of large language models (LLMs) to generate synthetic datasets for Product Desirability Toolkit (PDT) testing, a key component in evaluating user sentiment and product experience. Utilizing gpt-4o-mini, a cost-effective alternative to larger commercial LLMs, three methods, Word+Review, Review+Word, and Supply-Word, were each used to synthesize 1000 product reviews. The generated datasets were assessed for sentiment alignment, textual diversity, and data generation cost. Results demonstrated high sentiment alignment across all methods, with Pearson correlations ranging from 0.93 to 0.97. Supply-Word exhibited the highest diversity and coverage of PDT terms, although with increased generation costs. Despite minor …

Human Nature: Exploring The Role Of Design In Skincare Branding, Gus Smith

Honors College Theses

Human Nature is a clean skincare brand aimed at first-time skincare users in their mid-20's that uses a four-step system to provide a simplified approach to high-quality skincareI aim for Human Nature to be an approachable, relatable, trustworthy product for buyers in this demographic, and branding is tantamount to this goal. The research stage of this project focused on other skincare brands and advertising, mapping out where my brand would fit and how it would respond to other brands. As this is a graphic design project, This project includes a cohesive visual identity that communicates the brand, including packaging, web …

Event Sebagai Strategi Digital Content Marketing : Studi Kasus Penerapan Digital Marketing Pada Bisnis Indonesia Film Content Academy (Ifca) Pt Produksi Film Negara (Persero), Salsabila Nurohmah

Jurnal Administrasi Bisnis Terapan

The purpose of this study is to determine the effectiveness of events as a digital content marketing strategy. Digital content marketing has two main indicators: valuable content and content sharing. Meanwhile, in the event business, it has indicators of cognitive, psychological experiences, leisure experiences, event satisfaction, and event quality. The method in this study is interviews and direct observation through an internship program at IFCA PT PFN. The results of this study show that the effectiveness of events in the form of training and workshops as a digital marketing strategy has a significant impact on the products owned by IFCA. …