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Articles 1 - 30 of 32
Full-Text Articles in Business
Metaverse Marketing: How The Metaverse Will Shape The Future Of Consumer Research And Practice, Yogesh K. Dwivedi, Laurie Hughes, Yichuan Wang, Ali A. Alalwan, Sun J. (Grace) Ahn, Janarthanan Balakrishnan, Sergio Barta, Russell Belk, Dimitrios Buhalis, Reto Felix
Metaverse Marketing: How The Metaverse Will Shape The Future Of Consumer Research And Practice, Yogesh K. Dwivedi, Laurie Hughes, Yichuan Wang, Ali A. Alalwan, Sun J. (Grace) Ahn, Janarthanan Balakrishnan, Sergio Barta, Russell Belk, Dimitrios Buhalis, Reto Felix
Marketing Faculty Publications and Presentations
The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse's impact on users and organizations but also the societal and cultural implications of widespread usage. The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketing‐ focused discourse on the key challenges and transformative opportunities for marketers. Drawing on insights from expert contributors, this study examines the marketing implications of the hypothetical widespread adoption of the metaverse. We identify new research directions and propose …
Stories And Selling: The Impact Of Narrative Storytelling In Video Commercials, Gabriela Martin
Stories And Selling: The Impact Of Narrative Storytelling In Video Commercials, Gabriela Martin
Honors Projects in Communication
In a world where business is so closely tied together with the digital world, it can become easy to miss out on the human component of the marketing field. However, it is the narrative storytelling interwoven into advertisements that make them so compelling to consumers. Customers do not just want to be told about the features of a product, but rather they want to understand how having that product will make them feel. This storytelling can be communicated across several different forms of media, but it is especially apparent in the formatting of video commercials. While basic informational videos can …
Strategic Communication In The Feminine Hygiene And Beauty: A Comprehensive Plan For Effective Engagement And Influence, Mikhailia A. Williams
Strategic Communication In The Feminine Hygiene And Beauty: A Comprehensive Plan For Effective Engagement And Influence, Mikhailia A. Williams
Global Strategic Communications Student Work
The beauty and health industry is a multi-billion dollar market that includes companies that produce feminine hygiene products (Petruzzi, 22). These brands are looking for new ways to connect with their consumers and increase consumer loyalty. The Honey Pot Company, a plant-based and organic feminine hygiene brand, has an opportunity to increase its online brand sentiment by implementing a strategic communications plan for female consumers aged 15 to 50. The objective of this report is to provide a comprehensive analysis of the company's communication, marketing and brand strategies, as well as create a strategic communications plan to develop a positive …
Glendalough Distillery: The Internationalisation Challenge, Aileen Kennedy Dr, Tara Rooney Dr
Glendalough Distillery: The Internationalisation Challenge, Aileen Kennedy Dr, Tara Rooney Dr
Case Studies
This case study focuses on the emergence and growth of an Irish-owned start-up challenger brand Glendalough, entering the highly competitive global whiskey market. From their origins in 2011, this small enterprise has gained global attention for their innovative products, their strong focus on branding and their rapid success. The case centres on their acquisition by Mark Anthony Brands, a major North American drinks producer and distributor, who took a stake in the business early on.
The next phase for Glendalough will focus on how to maximise this relationship with Mark Anthony Brands. While this will give them increased access and …
Financial Literacy And Investing Habits Of Generation Z As It Pertains To Financial Marketing, Meghan Mazzatto
Financial Literacy And Investing Habits Of Generation Z As It Pertains To Financial Marketing, Meghan Mazzatto
Honors Projects in Marketing
As technology boomed at the end of the 20th Century and into the 21st Century, the methods young adults use to manage their finances have also evolved. Between moving financial investing and banking to the internet, robo-advising apps, college debt, and the generational reaction to the 2008 Financial Crisis, the world of investing has taken a drastic turn when it comes to young investors. The purpose of this study is to examine the financial habits of Generation Z in order for financial planning companies to better market to the upcoming Generation Z. A survey was used for this study to …
“No More Uncle” And Gender-Neutral Marketing, Singapore Management University
“No More Uncle” And Gender-Neutral Marketing, Singapore Management University
Perspectives@SMU
How Asian men’s beauty care is shaping conception of masculinity and gender-neutral marketing
Reaching For Rigor And Relevance: Better Marketing Research For A Better World, Shilpa Madan, Et. Al.
Reaching For Rigor And Relevance: Better Marketing Research For A Better World, Shilpa Madan, Et. Al.
Research Collection Lee Kong Chian School Of Business
Over the past several decades, scholars have highlighted the obligations and opportunities for marketing as a discipline to play a role in creating a better world — or risk becoming irrelevant for the largest problems facing consumers and society. This paper provides a framework to enhance the relevance and rigor of research in marketing that not only contributes new knowledge to science, but also makes a positive difference in the world. To that end, we urge authors and reviewers to foster cross-fertilization from different theoretical and methodological silos, bolster robustness through multiple methods, and expand the domain of research to …
China: The Next Big Market For Soft-Branded Hotels?, Elisa Ka-Yan Chan
China: The Next Big Market For Soft-Branded Hotels?, Elisa Ka-Yan Chan
Perspectives@SMU
A wave of deal-making in China’s hotel investment sector is expected to encourage more independent hotels to rebrand as chain affiliates
Marketing Activity Influences On Brand Attractiveness & Loyalty, Keiondre' Mcallister
Marketing Activity Influences On Brand Attractiveness & Loyalty, Keiondre' Mcallister
McNair Scholars Research
While selecting a specific brand could seem simple, many variables are considered. Consumers must trust that the chosen brand meets their needs by providing value. Value differs for everyone; however, four value pillars within the value creation pyramid could explain which value attracts the consumer most to a brand. These value elements will be explored to explain consumer preferences.
Introduction To The Special Issue On The Future Of Advertising, Sukki Yoon
Introduction To The Special Issue On The Future Of Advertising, Sukki Yoon
Marketing Department Faculty Journal Articles
No abstract provided.
Why Companies Need To Be Authentic About Brand Activism, Singapore Management University
Why Companies Need To Be Authentic About Brand Activism, Singapore Management University
Perspectives@SMU
Companies looking to engage in brand activism need to be authentic in their campaign otherwise they run the risk of consumer backlash
Covid-19 & Broadway: A Comparative Analysis Of The Shifting Marketing Strategies Of Playbill And The Broadway League, Leah Gaffney
Covid-19 & Broadway: A Comparative Analysis Of The Shifting Marketing Strategies Of Playbill And The Broadway League, Leah Gaffney
Honors College Theses
On March 12th, 2020, all Broadway productions closed their theaters due to the declaration of the Covid-19 global pandemic. This shutdown led to companies in the Broadway industry transitioning to nontraditional marketing strategies. This paper will outline how the Covid-19 pandemic led to changes in strategic marketing decisions and compare the motivations of these decisions for two Broadway companies: Playbill and The Broadway League. Previous literature denotes changes to marketing strategies as a result of other historic events in the
industry, and current news sources provide industry insight into the campaign discussions.Primary research will be conducted through one-on-one structured interviews …
Esports Fan Engagement: A Comparison Of Pc And Console Esports Team Fans, Marcel Huettermann, Anthony D. Pizzo
Esports Fan Engagement: A Comparison Of Pc And Console Esports Team Fans, Marcel Huettermann, Anthony D. Pizzo
Management and Leadership Faculty work
Esports, competitive video game competitions, are a leading digital innovation at the nexus of sports, business, and technology. Given their prominent position, esports have received extensive media and academic attention. In particular, esports fans, primarily tech-savvy and affluent young adults, have been the foci of this attention. Accordingly, a large number of studies has centered on these influential consumers, examining their motives to spectate, support, and follow esports teams and players. To date, esports have been examined very broadly, neglecting differences in the multitude of games, genres, and platforms which influence their consumption. In particular, the platform (or medium), plays …
Healthy Eating At Providence College, Katelyn Breen, Alexis Carabetta, Lilah Milton, Katharine Shaughnessy
Healthy Eating At Providence College, Katelyn Breen, Alexis Carabetta, Lilah Milton, Katharine Shaughnessy
School of Business Student Scholarship
Katelyn Breen ’24, Major: Marketing
Alexis Carabetta ’24, Major: Marketing
Lilah Milton ’24, Major: Marketing
Katharine Shaughnessy ’24, Major: Marketing
Faculty Mentor: Dr. Kevin Newman, Marketing
Our marketing group surveyed 100 Providence College students about their healthy eating choices and level of satisfaction of Ray Dining Hall’s healthy eating options. From the data collected, we discovered most students are unsatisfied with Ray Dining Hall and they suggested the need for a greater variety of healthy eating options. Based on this information, our group put together three recommendations that Providence College Dining should implement: 1) provide students with healthy eating instructions; …
The Effect Of Social Media On Providence College Students, Kathryn Ernst, Margaret Grasberger, Allie Mcguire, Mairead Ryan
The Effect Of Social Media On Providence College Students, Kathryn Ernst, Margaret Grasberger, Allie Mcguire, Mairead Ryan
School of Business Student Scholarship
Kathryn Ernst ’24, Major: Marketing
Margaret Grasberger ’24, Major: Marketing
Allie McGuire ’24, Major: Marketing
Mairead Ryan ’24, Major: Marketing
Faculty Mentor: Dr. Kevin Newman, Marketing
Recent research indicates that social media usage is addictive both physically and psychologically. Due to the prevalence of social media, our group specifically wanted to study how its usage impacted Providence College students’ mental health, physical health, and communication skills (both in-person and online communication skills). We found that social media usage negatively affects students’ mental and physical health, with females being more impacted than males. However, we did not find evidence to support …
The Artist's Artist, Katherine Cacopardo
The Artist's Artist, Katherine Cacopardo
Honors Scholars Collaborative Projects
My senior project is the creation of a brand identity that explores how sounds, words, and imagery work together to create a complete experience by illustrating the recorded music and lyrics of fellow honors student McCall Chapin. My project includes album/single artwork, one music video, one lyric video and lyric video concepts for each of the other songs, streaming strategy, social strategy, and supplementary photos and graphics for promoting the work on social media. The idea is to create a complete brand that not only fits who McCall Chapin is as an artist but also visually tells the story of …
Looking In The Mirror: Does Representation In Marketing Impact The Consumer?, Alyssa Collins
Looking In The Mirror: Does Representation In Marketing Impact The Consumer?, Alyssa Collins
Honors Projects in Marketing
This study explores the implications of fitness apparel marketing on consumer self-esteem, attitude towards brands and ads, and purchase intention. Furthermore, this study explores the relationship between a diverse, inclusive (body size and ethnicity) model and consumer attitudes. Female participants were recruited to share their feelings towards their own personal body satisfaction, how they perceive advertisements, how they feel about the brand based on the advertisement that they view, and their intentions to buy the product. The study found that while the original hypotheses were not statistically significant, that there was a positive correlation of customers being more likely to …
Deception Perception: The Marketing Of Student Loans, Lauren Roth
Deception Perception: The Marketing Of Student Loans, Lauren Roth
Honors Projects in Marketing
Marketing from student loan servicing companies tend to omit important information, thus deceiving borrowers. These companies may be taking advantage of students' position as vulnerable consumers with limited information to maximize their own profits. This study explores the relationship between deceptive advertising from student loan servicers and its effects on consumer perceived deception, student trust in the loan servicer, and student satisfaction in their borrowing decisions. Consumer perceived deception (CPD) is the extent to which a consumer believes the ad they were exposed to tends to mislead them. To test the hypotheses, an experiment was conducted, and a questionnaire was …
The Influence Of Price Transparency On Consumer Perceptions: The Role Of Culture And Luxury Brands, Cady Qiu
The Influence Of Price Transparency On Consumer Perceptions: The Role Of Culture And Luxury Brands, Cady Qiu
Honors Projects in Marketing
There is an abundance of research that analyzes country of origin (COO) and its effect on consumer behavior; however, many of these studies are in relation to products unrelated to fashion. In addition, there are a plethora of studies that discuss price transparency and product transparency. Though, most of this research is also unrelated to the fashion industry. There is also a significant lack of COO studies in relation with price and product transparency. This current study aims to focus on developing new methods of marketing in congruence with COO and fashion products. Utilizing a between-subjects experimental design, 2 (country …
The Stereotypical Perception Of A Spokesperson In A Sports Advertisement, Trinity Lennon
The Stereotypical Perception Of A Spokesperson In A Sports Advertisement, Trinity Lennon
Honors Projects in Marketing
This study examines the gender role of a spokesperson and a type of sports in the "Match-Up Hypothesis." Two studies were conducted to test the effectiveness of sports advertisements for a gym membership: in a 2x2x2 experiment, the gender of the spokesperson, a type of sports, and the gender of the consumer are manipulated. Results indicated that females have a higher expectation of improvement when the gender of the endorser does not match the sport (Breaking the Glass Ceiling Effect). In contrast, males have a higher expectation of improvement when the gender matches the sport.
The Effects Of Sponsorship Disclosure On Consumer Perceptions, Evan Leonard
The Effects Of Sponsorship Disclosure On Consumer Perceptions, Evan Leonard
Honors Projects in Marketing
This study examines the effects of sponsorship disclosure by social media influencers on consumer perceptions. Influencers on the social media platform Instagram were focused on, testing consumer perceptions of trust, relevance, engagement, feelings towards the brand, and purchase intentions. The study was done through exploratory survey research analyzing the effects of different sponsorship disclosures on the variables (N=93). The study found a sponsorship announcement to show significantly positive results across the variables, with a discount code also shown to be significantly positive towards purchase intentions.
Rainbowashing: Does It Impact Purchase Intention?, Ramon Luis Fille
Rainbowashing: Does It Impact Purchase Intention?, Ramon Luis Fille
Honors Projects in Marketing
Cause related marketing efforts by multiple brands have grown over the past few years. With the growth of social media and even more awareness for multiple causes, consumers are pickier when it comes to brands that supports them. While many studies have been done when it comes to “greenwashing” (the tactics of brands to show their green initiatives), there are still more that needs to be done to understand the impact of “rainbowashing” marketing methods on consumer purchase intention. The importance of this study and how it can affect businesses are discussed. To get a feel for the potential effect …
If You Can't Take The Tweet: Understanding Corporate Social Responsibility Through The Lens Of Social Media Marketing, Julia Winterhalter
If You Can't Take The Tweet: Understanding Corporate Social Responsibility Through The Lens Of Social Media Marketing, Julia Winterhalter
Honors Projects in Communication
Companies are increasingly taking action on societal issues and are aware of the impact that their corporate voice has on impressionable publics. Existing research focuses greatly on corporate social responsibility and the moral standards that set up companies to market themselves authentically to the values they build themselves on. The current study explores how three companies utilize their platform to share their values in relation to ethical issues arising in the modern world. Through the Twitter accounts of Ben & Jerry's, Patagonia, and Starbucks, a content analysis was conducted on their use of language related to their ethical standpoints on …
Rise Of Social Media Influencers As A New Marketing Channel: Focusing On The Roles Of Psychological Well-Being And Perceived Social Responsibility Among Consumers, Jihye Kim, Minseong Kim
Rise Of Social Media Influencers As A New Marketing Channel: Focusing On The Roles Of Psychological Well-Being And Perceived Social Responsibility Among Consumers, Jihye Kim, Minseong Kim
Integrated Strategic Communication Faculty Publications
This empirical research investigated the structural relationships between social media influencer attributes, perceived friendship, psychological well-being, loyalty, and perceived social responsibility of influencers, focusing on the perspective of social media users. More specifically, this study conceptually identified social media influencer attributes such as language similarity, interest similarity, interaction frequency, and self-disclosure and examined the respective effects of each dimension on perceived friendship and psychological well-being, consequently resulting in loyalty toward social media influencers. The authors collected and analyzed data from 388 social media users in the United States via Amazon’s Mechanical Turk with multivariate analyses to test the hypothesized associations …
Describing Rosé: An Embedding-Based Method For Measuring Preferences, Anirban Mukherjee, Hannah H. Chang
Describing Rosé: An Embedding-Based Method For Measuring Preferences, Anirban Mukherjee, Hannah H. Chang
Research Collection Lee Kong Chian School Of Business
In this paper, we present a novel preference-measurement method for experiential products and develop a novel embedding-based utility model to value product attributes and attribute-levels from participant choices between products described in (unstructured) prose.
Market Segmentation Of Wine In Ireland: Are We Fostering A Desirable Consumption Culture?, Enea Bent
Market Segmentation Of Wine In Ireland: Are We Fostering A Desirable Consumption Culture?, Enea Bent
Dissertations
The aim of this research is to evaluate the wine sector in Ireland and its impact on the wine consumption culture that is being promoted here as a result. With supermarkets leading in terms of sales, this study evaluates the product offering of the various types of retailers and the attainability of the same to different demographics of consumer. A high level of government intervention in the industry is highlighted throughout the study, the intention and subsequent successes and failures are examined. A comparison to the rest of Europe and the United Kingdom is carried out to understand Ireland’s position …
Pandemic, Perceived Risk, And Cognitive Dissonance As Antecedents To Need For Cognitive Closure, Ruchika Sachdeva
Pandemic, Perceived Risk, And Cognitive Dissonance As Antecedents To Need For Cognitive Closure, Ruchika Sachdeva
WCBT Faculty Publications
The purpose of this article is to examine the influence of the pandemic, perceived risk, and cognitive dissonance on the need for cognitive closure. A consumer today wants an aversion towards the ambiguity that is created due to this pandemic. The data is collected using Amazon’s Mechanical Turk panel. All of the filled questionnaires are analyzed using stepwise regression. The findings suggest that perceived risk, pandemic, and cognitive dissonance influence the need for cognitive closure, and perceived risk is the major predictor of cognitive closure. These results enrich our understandings with regards to the importance of designing the marketing strategies …
Defining Health Care Marketing, Gary Futrell
Defining Health Care Marketing, Gary Futrell
Association of Marketing Theory and Practice Proceedings 2022
A review of the leading textbooks published for health care marketing courses shows that they do not adequately define the disciple. This paper promotes the use of the two-word form of health care and defines health care marketing as the activity, set of institutions, and processes for creating, communicating, delivering, & exchanging any good, service, or idea; performed to restore, maintain, or enhance the well-being of an individual or population. This paper fills a gap in the literature by providing linguistic and practical justification for using the two-word form of health care and connects the modern wellness paradigm of health …
Saving Face: Comparing The Effects Of Endorsement Marketing Strategies On Millennial Americans, Alessandra Noli, Sindy Chapa, Daniela Castillo, Tim O'Hara, Anna Dean, Tyler Trobert
Saving Face: Comparing The Effects Of Endorsement Marketing Strategies On Millennial Americans, Alessandra Noli, Sindy Chapa, Daniela Castillo, Tim O'Hara, Anna Dean, Tyler Trobert
Association of Marketing Theory and Practice Proceedings 2022
The rapid boom of social media in the 21st century has positioned it as a key instrument in the realm of marketing. Social media has also given rise to a new kind of endorser: the influencer. The present study tested the effects of expert influencers vs traditional celebrities on brand attitude and purchase intentions of makeup products, within a cohort of millennials. Results showed respondents tended to favor the expert influencer in terms of perceived expertise, brand attitude and purchase intention. This has important implications for marketers when it comes to deciding upon an endorser for their brand, with …
Network Orientation, Organisational Improvisation And Innovation: An Empirical Examination, Ao Zhang, Weiyong Zhang
Network Orientation, Organisational Improvisation And Innovation: An Empirical Examination, Ao Zhang, Weiyong Zhang
Information Technology & Decision Sciences Faculty Publications
In today's highly competitive world market, businesses can hardly maintain their competitiveness without strong innovation abilities. In the past, many Chinese enterprises have enjoyed success through imitation. But to continue to succeed in a global marketplace, they must develop ambidextrous innovation abilities. The resource‐based theory eloquently posits that competitive advantage is associated with different and heterogeneous resources. To obtain such resources, firms must establish an external network to acquire necessary knowledge and skills. In this paper, we develop a theoretical model linking network orientation, organisational improvisation, ambidexterity and competitive tension. We postulate that organisational improvisation has a mediating effect and …